1. Introduction Census of all major Irish online media owners Includes desktop and mobile adspend in Republic of Ireland Information collected each half year Analysis available by Category (Display, Search and Classified) Format (embedded, pre-roll / post-roll etc.) Industry sector (FMCG, Finance, Telco etc.)
2. Study Methodology Internationally, IAB has been working with PwC since 1997 to survey the value of online adspend in Europe and North America. Our study includes data for 29 leading publishers, representing multiple websites. 13 sales houses and ad networks also participated All data was provided to PwC on a confidential basis. The data is prepared by PwC based on the figures provided by participants, which have not been verified or audited by PwC.
Publishers & Ad Networks / Sales House AD2ONE, Adconion, Adforce, Brightroll, BSkyB, Buy and Sell, CarsIreland.ie, communicorp, Crimtan, Digitize New Media Ltd, Distilled Media, DoneDeal, eircom, Electric Media Sales, Empathy Marketing, Entertainment.ie, Facebook*, FCR Media (Goldenpages), Flashpoint, Google*, Gradireland, Homewise, i-Believe, Independent Digital, Irishracing.com, Landmark Media, Linkedin, Media Brokers, Microsoft Advertising, MyHome.ie, O2 Media, OnlineTradesmen.ie, Page7 Media, Rollercoaster.ie, RTÉ**, saongroup, Sheology, Specific Media, The Irish Times, Ticketmaster Ireland, TradeDoubler Ireland Ltd, Trader Media Group, TV3, Twitter*, Yahoo! *Based on data from leading agencies and Industry Reps ** RTÉ Annual Report 2012
Study Content Total advertising revenue is reported on a gross actual basis (including agency commission) The figures are drawn up on the basis of actual revenues submitted by the study participants Data has been included for Google, Facebook and Twitter spend based on consultation with advertising agencies and industry representatives. IAB’s advisory council is comprised of Aegis Media, Core Media and Group M.
Digital Adspend Traditional online advertising viewed on a desktop PC or laptop, accessed via the Internet connection –Display advertising –Search –Classified Desktop Advertising that has been specifically tailored and served on a mobile device including tablet, accessed via 3G or wifi –Display advertising (including rich / non-rich formats, SMS, Social Media, in-app advertising etc) –Search Mobile / Tablet
3. Market Background Officially out of Recession! 0.4% GDP Growth 2013 – ESRI predicting growth in both GNP and GDP of approx 2.7% in 2014 Employment growth – ESRI predict 2% growth for year overall (3 consecutive quarters where employment grew) Out of bailout by end of this year
Consumer Sentiment Irish Consumer Sentiment at highest in six years – on upward trend since April 2013 The Consumer Sentiment Index rose to 76.2 in October, its highest since June This is an improvement relative to a year ago, however consumer spending power remains under pressure. Sources: KBC / ESRI Consumer Sentiment Index October 2013 and Nielsen Global Online Survey Q Nielsen Consumer Confidence report backs up this upward trend Nielsen Q16564 Q27064 Remains to be seen how this will affect actual spending
Nielsen H Adspend in Other Media Source: Nielsen All Media Spend H % change other media adspend yoy H v H Nielsen Cinema €3m +2.7% Radio €38m -11.5% Outdoor €42m % TV €132.6m +4.9% Press €165.7m -4.3% Grand Total €381.8m -0.4%
Which form of advertising is driving growth year on year - Global Global Advertising expenditure - percentage change year-on-year – YTD Source: Nielsen Global AdView Pulse Q Based on net figures estimated with Nielsen Global AdView weighting factors Nielsen Advertising Trends Report October 2013
Which form of advertising is driving growth year on year - Ireland Ireland - Traditional Advertising expenditure - percentage change year-on-year – YTD Source: Nielsen AdDynamix YTD to June 13 – Ireland *Note Magazines have extra coverage in 2013 on 2012 which accounts for high growth figure ** IAB Online FY 2012 Figures NEWSPAPERS -7.2% TV +4.6% OUTDOOR +12.1% RADIO -11.5% CINEMA +2.7% MAGAZINES +43%* ONLINE +12.3%** Total Press -4.3%
Online is driving growth in market versus traditional in Ireland AAI/Nielsen Advertising Barometer Sept 2013 Source: Nielsen, Core Media & IAB % overall -24% Traditional +120% Online Online growth from 6% share to approx 16% share of advertising expenditure
What’s driving Online Adspend Audience 98% of households with children have some form of device for online access. This figure is 76% for households with no children. (eircom eHSS Report April 2013) 87% multi-task on other media whilst on their smartphone (Our Mobile Planet 2013) On average, adults have access to 4 potential online devices at home (eircom eHSS Report April 2013)
What’s driving Online Adspend Always On Culture Smartphone penetration in Ireland = 57% 67% access the Internet every day on their smartphone Smartphones have transformed Consumer Behaviour 48% are spending more time online with Smartphone in last six months Smartphone users are frequent Social Networkers – 86% visit SN sites on smartphones, 60% at least once a day (2013 Our Mobile Planet Smartphone Research) 83% researched a product / service on smartphone
What’s driving online adspend - Technology and Innovation More choice for Brands / Publishers Richer Ad Formats – home page takeovers, carousel, billboard, slider Video on Demand Mobile Opportunities Creative tools making creativity online easier Programmatic Buying
4. IAB Ireland Online Adspend H Gross Online Adspend (Desktop & Mobile) Excluding Mobile = €77m
Digital Media Mix (Desktop & Mobile) H The breakdown represents 99.8% of the overall total.
Online Adspend Growth H to H – Desktop & Mobile Online Adspend Growth of 24% Including Mobile *Includes estimated Mobile adspend for H at 50% of full year 2012 (€9.9) = €4.9m Million €97m €78.1m*
Social Media Display Advertising in H (Desktop & Mobile) € 6.4m* * Based on actual spend figures submitted by SM sites, leading Ad Agencies and Industry Reps.
Online Desktop Adspend H (like for like, excluding mobile) Sources: IAB PwC Adspend Studies 2009-H H1Full year 2009€48m€97.2m 2010€53.9m€110m 2011€64.9m€132m 2012€73.2m€148m 2013€76.7m
Desktop Digital Media Mix H – Excluding Mobile Breakdown by advertising format based on figures provided - based on 100% of the overall total.
Desktop Digital Media Mix H – Excluding Mobile € million Breakdown by advertising format based on figures provided - based on 99% of the overall total.
Display Breakdown (Desktop) H € million Breakdown by advertising format based on figures provided - 100% of display. %’s are rounded. 52% 14% 10% 9% 8% 3% 1% 3%
Display Breakdown (Desktop) H € million Breakdown by advertising format based on figures provided - 100% of display. %’s are rounded. Note: Social Media was included in Embedded Formats H (€2.9m) 70% 11% 10% 5% 2%
Industry Categories – Desktop Display H Top Performers in Display H Finance (14%) Retail (13%) FMCG (13%) Telecoms (11%) Auto (9%)
Industry Categories –Desktop Display H Top Performers in Display H FMCG (16%) Finance (11.6%) Telecoms (10%) Entertainment & Media (9.6%)
Industry Breakdown Desktop Display H % 13% 11% 9% 8% 7% 5% 3% 2% 1% 4% Breakdown represents 97% of total for Desktop Display
Industry Category Desktop Display H % 12% 10% 9% 8% 6% 4% 3% 2% 1% 6% Breakdown represents 82% of total for Desktop Display
Industry Categories – Desktop Classified H Top Performers in Classified H Automobile 36% Recruitment and Property 35.4% Other (including professional services and individuals selling items online) 13%
Industry Categories – Desktop Classified H Top Performers in Classified H Recruitment and Property 33.3% Automobile 32.8% Other (including professional services and individuals selling items online) 13%
5. IAB Ireland Mobile Adspend H Gross Mobile Adspend
Mobile Display Adspend by type H % 44% Note: Display % includes SMS spend and Social Media on Mobile Breakdown represents 99% of total for Mobile Display
Industry Categories Mobile Display Adspend H Top Performers in Mobile Display H FMCG (25%) Travel (14%) Retail (13%) Entertainment & Media (8%) Automobile (7%) Utilities (7%)
Mobile Adspend by Industry Category H Mobile Display / SMS 25% 14% 13% 8% 7% 3% 1% 3.5% Breakdown represents 72% of total for mobile display.