Apresentação de Guy Phillipson (CEO from IAB UK), no evento do IAB Brasil - Meeting 2013, realizado na V. Über, São Paulo - SP, em 29/11/2013.

1. The #1 Digital
Nation.
The UK Success
Story
Guy Phillipson
CEO
Internet Advertising Bureau

2. Today’s Presentation…
1. The BIG numbers
2. 2005 – The Five Point Plan for growth
3. 06/08 – web 2.0, Networks and branding
4. 09/10 – TV and online: Better Together
5. 11/12 – Mobile First
6. Programmatic – Greater with Data
7. Today – Defining the future of Advertising

3. Digital – Drives the UK Economy
£150 Billion
($240 Billion)
8.5% of UK GDP

4. A nation of eShoppers
• 15% of non-food
purchases brought
online or Mobile
• Highest spend per-
capita worldwide

5. Digital = 34% of a £17.8 billion market (est)
*Digital = Online, Mobile and Tablet. Includes VOD and digital news/ magazine brands revenue.
TV & Radio – includes TV and radio sponsorship revenue.
SOURCE: IAB / PwC Digital Adspend H1 2013 & WARC

6. 2. 2005-The 5 Point Plan
IAB becomes a Free resource
for Advertisers

7. CEO’s 100 day IAB
review…
Guy Phillipson
21st April 2005

8. My listening campaign…
When I joined the IAB, I stated that we would
have to streamline our activities to be more
effective. Beyond that, I couldn’t answer all
the questions from members and journalists;
so I set out to interview our customers – the
advertisers – and their input has helped
enormously to shape this plan.

9. Advertisers split into three
types…
Sceptics
Converts
Experts

10. Where is Online on Marketing Director
Agenda? (on a scale of 1-10)
• Sceptics: 2
Yet to find a real use for it. No-one searches for their products
by name and no-one buys them online. Get the telly right and
the Marketing Director’s happy
• Converts: 5-6
Increasingly important as they understand how their customers
behave, gather knowledge, shop around and buy Online. Some
still consider Online predominantly a youth medium
• Experts: 8-10
Digital is an integrated part of Marketing Structure. Builds
customer relationships, increases sales, saves money – not just
CPA, but cuts operations costs, too

11. Our mission…
To help marketers find the best
role for online advertising, to
engage customers and build their
brands

12. Our ambition…
To put online on the agenda of
every marketer in the UK

13. Online broke 4% in the second half of 2004
Internet
4.3%
5.2%
3.7% 1.1%
24.1%
Television
Press - Display
6.3%
Press - Classified
Direct Mail
Directories
Outdoor
Internet
14.4%
Radio
22.1%
Cinema
18.6%
Source: PricewaterhouseCoopers / Interactive Advertising Bureau / The Advertising Association / Radio Advertising Bureau / WARC

14. Online overtook Radio!!

15. The 5 Point Plan
Behaviour
Search
Brand
E-commerce
Results

16. The Big Industry Conference
IAB Engage

17. Where Bill Gates famously said…
“The future of advertising is the internet”
iabuk.net/contact

18. 3. 2006-08: Rich Media,
Brand Engagement, and
Web 2.0

19. The Rich Media Roadshow
• A tour of Advertisers
• Showcasing Award –
winning creative
• With Agency creative
directors
• Brand Engagement in
Action
iabuk.net/contact

20. Creative showcase winner: Axe “Feather”
• Viewed and played by
3 million in 4 weeks
• Cursor turns into
feather to tickle girl
• Average dwell-time,
8.5 minutes.
• That’s brand
engagement!
iabuk.net/contact

21. Cross-media Brand Engagement studies
• Small cars
• Shampoo
• Soft drinks
• Department stores
iabuk.net/contact

22. Modelling brand engagement metrix
Style
Is a car for someone like me
I like the shape of
Fun
Is a fun car
Is a feminine car
Ad Salience
You see a lot of ads around
Do good advertising
Function
Has enough space for my needs. Is easy to park
Is a nippy car
40%
24%
12%
8%
Stature
Is a really reputable company
Is good name in car manufacturing
7%
Safety
Is a safe car
Is a reliable car
6%
Value
Isn’t too expensive to run. You get lots of extras with
Is expensive compared to other similar cars
3%
Brand
Engagement

23. Small Cars – the overall impact of
communications
iabuk.net/contact

24. Small cars – By Medium
Online
40%
Press
TV
37%
Outdoor
18%
4%
iabuk.net/contact
Radio

25. Web 2.0 brings Social Media
By 2008 70%
of homes on
Broadband.
50% with
wireless routers
iabuk.net/contact

26. Around 40% of Display via Networks
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27. Online only medium showing growth in
2008
Year on year growth for 2008
Total advertising
market growth = -3.5%
iabuk.net/contact

28. 2008 market share 19.2% (15.5% in 2007)
% share of revenues for January to December
3.2%
2008
Television
1.0%
11.7%
5.4%
5.1%
13.1%
Total advertising
market
£17.5bn
19.2%
19.5%
21.9%
Press Display
Internet
Press Classified
Direct Mail
Outdoor
Directories
Radio
Cinema
IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by
PwC.
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Data excludes unclassified figures.

29. 4. 2009/10 – Structural
change as Recession
bites hard!

30. UK GDP dives to minus 6% YOY in Q2
2009
GDP Growth
Economy grows by 0.3% in Q4 2009
iabuk.net/contact

31. IPA Marketers’ Bellwether Q4 2009
• Total budgets revised down for the 9th quarter in succession
• But internet budgets were revised up for the 2nd quarter running

32. So…Prove online works (Again!)

33. Campaigns: Auto, Finance and Packaged goods
Autos
Finance
FMCG

34. 61% watch TV while online
Don't
Everyday
36
47
3
Less often
14
Weekly
iabuk.net/contact
Second most popular
activity after eating
while watching TV!

35. Headline Finding
When TV and Online ads were
used together, the average uplift
across all brand metrics for all
tested categories was:
+ 18% Points

36. For All Categories Across Softer Metrics
% Agree ‘I feel I know this brand really well’
= Significantly higher
Seen TV only or Online only
= Significantly
different to group
who’ve seen neither
TV nor Online
Seen Both
Seen Neither TV nor Online
71
79
60
46
57
43
32
30
18
Finance category average
Uplift among
those exposed
to both TV +
Online :
+14%
points
Car category average
+17%
points
Base : 25-54 Responsible for insurance/credit cards (1,002)
FMCG category average
+8%
points

37. As Well As Harder Metrics Such As
% Agree: ‘I am
Purchaselikely to buy/use this brand in the future’
Intent
Seen TV only or Online only
Seen Both
Seen Neither TV nor Online
• % Agree: ‘I am likely to buy/use this brand in the future’
= Significantly different to group
who’ve seen neither TV nor
Online
= Significantly higher
69
19
Finance category average
Uplift among
those exposed
to both TV +
Online :
+20%
points
56
51
45
25
77
25
18
Car category average
+26%
points
FMCG category average
+8%
points
Base : 16-34 ads main shoppers (1,004)

38. FMCG: Purchase Frequency raised
considerably
% Agree: ‘I am likely to purchase more frequently’
Seen TV only or Online only
= Significantly
different to group
who’ve seen
neither TV nor
Online
= Significantly
higher
Seen Neither TV nor Online
65
53
49
39
37
29
FMCG category average
Uplift among those
exposed to both
TV + Online :
Seen Both
+16% points
Cadbury Creme Egg
+16% points
Base : Cadbury Creme Egg sample of 16-34s main shoppers (501); Q24

39. Big Industry News in H1 2009…

40. 5. Mobile First.
IAB launched fully staffed
mobile dept in 2008

41. Three Device Lives: tablets in context

42. Each device has its moment during the day- the
tablet particularly during the evening
Day in the Life of Device Usage - Weekday
% of Interactions
35%
30%
25%
20%
15%
10%
5%
0%
Night Time 1- Early Morning
3am
4-6am
Morning 79am
Late morning
10am-12am
Desktop
Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544
Mobile
Early
Afternoon
1pm-3pm
Tablet
Afternoon 4- Early Evening Late Evening
6pm
7-9pm
10-12pm

43. Different formats have different strengths
UNIQUE / MEMORABLE
Size of bubble represents
% who recall seeing ad
A
MPU
A
B
C
ENGAGING / FUN
ANNOYING / IRRITATING
E
G
F
D
Leaderboard
Full Page Interactive I
B
MPU Interactive
C
Full page
Full Page Interactive II
D
Leaderboard Interactive
E
MPU Dynamic
F
Leaderboard Dynamic
G
Full Page Static
H
MPU Static
I
H
I
BORING/
Source: IAB Tablet Ad Format Study July 2012
ORDINARY
Leaderboard Static

44. The shift to mobile continues
Penetration
Page view July 13
Source: comScore

45. Wake up call for Advertisers!

46. 6. Greater with Data.
The emergence of
Progammatic

47. The Evolution of Display Advertising

48. UK RTB Market gaining share of the total display market at a great
pace
UK RTB Market % Display Advertising
50,0%
40,0%
29,3%
30,0%
24,9%
20,2%
20,0%
16,8%
13,5%
10,0%
8,4%
5,5%
0,0%
2011
48
2012
2013
2014
Source: IDC, 2013. Display Ad RTB Sales include all online and mobile display ads
2015
2016
2017
Confidential

49. Even Consumers become participants
Only 4%
of women
feel
beautiful

50. Dove video
http://www.youtube.com/watch?v=lg_jbSP-F2o

51. 7. IAB UK Today

52. “Defining The Future of Advertising”
iabuk.net/contact

53. Digital Still Driving the market
Year on year change:
*Digital: Like for like growth (actual growth). Includes broadcast VOD and digital news/ magazine brands
revenue
SOURCE: IAB / PwC Digital Adspend H1 2013 & WARC

54. Digital shows sustained quarterly growth
*Digital: Like for like growth (actual growth). Includes VOD and digital news/ magazine brands revenue
SOURCE: IAB / PwC Digital Adspend H1 2013 & WARC

55. Packaged Goods is now biggest spender!
SOURCE: IAB / PwC Digital Adspend H1 2013 based on 43% of total digital display revenues for H1

56. Continued double digit growth forecast
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57. …And the success story
continues!

58. Research & more>>
www.iabuk.net
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