Digital Advertising - IAB Canada · Kevin Duong Analyst, cMM Canada [email protected]...
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Kevin Duong Analyst, cMM Canada [email protected] 416.646.9981 Bryan Segal Vice President, cMM Canada [email protected] 416.646.9972 Digital Advertising Prepared for: Interactive Advertising Bureau (IAB)
Transcript of Digital Advertising - IAB Canada · Kevin Duong Analyst, cMM Canada [email protected]...
Kevin Duong
Analyst, cMM Canada
416.646.9981
Bryan Segal
Vice President, cMM Canada
416.646.9972
Digital Advertising
Prepared for: Interactive Advertising Bureau (IAB)
2 © comScore, Inc. Proprietary.
1,666,019
1,707,407
1,714,370
1,733,139
1,770,730
2,668,736
2,982,567
3,045,993
3,656,905
3,804,803
1,212,326
1,925,087
1,878,637
2,796,894
86,865
1,904,240
2,162,921
3,220,059
3,002,015
3,571,479
0 1,000,000 2,000,000 3,000,000 4,000,000
Capital One Financial Corp.
ING Groep N.V.
BCE Inc.
Dell Inc.
Beyond the Rack, Inc.
Royal Bank of Canada
Microsoft Corporation
Condis BV
General Motors Corporation
Procter & Gamble Co.
Total Display Ad Impressions (000)
2nd Half 2010 2nd Half 2011
Top Advertisers Online
*Ranked by Top Advertisers in 2nd Half of 2011
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jul – Dec 2010
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jul – Dec 2011
4 © comScore, Inc. Proprietary.
Top Publishers Online in 2011 Based on Available Ad Impressions
4,407,597
4,799,145
6,562,233
6,906,260
7,966,955
20,969,015
23,735,657
27,241,201
55,388,719
178,227,399
0 50,000,000 100,000,000 150,000,000 200,000,000
Viacom Digital
Turner Digital
The Weather Network Meteomedia
Canoe Network
Bell Media
eBay
Yahoo! Sites
Google Sites
Microsoft Sites
FACEBOOK.COM
Total Display Ad Impressions (000)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jan – Dec 2011
5 © comScore, Inc. Proprietary.
Top Product Categories
*Excluding Multi-Category Advertisers
*Ranked by Top Product Categories in 2nd Half of 2011
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jul – Dec 2010
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jul – Dec 2011
11,518,648
15,706,584
19,703,862
21,450,916
29,721,233
8,235,943
12,819,931
19,328,518
9,816,511
21,351,378
0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000
Computers & Technology
Consumer Goods
Finance
Retail
Online Media
Total Display Ad Impressions (000)
2nd Half 2010 2nd Half 2011
6 © comScore, Inc. Proprietary.
1,386,123
1,926,858
6,430,937
0 2,000,000 4,000,000 6,000,000 8,000,000
Chrysler LLC
Ford Motor Company - Automotive
General Motors Corporation
Total Display Ad Impressions (000)
Other Product Categories and Their Top Advertisers
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jan – Dec 2011
2011 Top Automotive Advertisers
2011 Top Health Advertisers
608,878
692,871
1,954,723
0 1,000,000 2,000,000 3,000,000
Johnson & Johnson - Health
Shoppers Drug Mart Inc.
Weight Watchers International, Inc. - Health
Total Display Ad Impressions (000)
Creative Examples
Creative Examples
7 © comScore, Inc. Proprietary.
Fastest Growing Product Categories
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jul – Dec 2010
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jul – Dec 2011
4,208,649
655,783
2,145,451
1,593,211
198,933
605,821
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000
Education
Business Services
Government
Total Display Ad Impressions (000)
2nd Half 2010 2nd Half 2011
+254%
+230%
+164%
8 © comScore, Inc. Proprietary.
Top Products Advertised Online
1,476,006
1,558,763
1,573,736
1,611,259
3,045,993
615,577
330,266
1,185,020
950,685
3,220,059
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000
World of Warcraft Game
Vistaprint
Capital One Credit Card
Netflix
Clearly Contacts
Total Display Ad Impressions (000)
2nd Half 2010 2nd Half 2011
*Ranked by Top Products Advertised in 2nd Half of 2011
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jul – Dec 2010
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jul – Dec 2011
9 © comScore, Inc. Proprietary.
Top Content Categories
*Ranked by Top Content Categories in 2nd Half of 2011
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jul – Dec 2011
19,654,067
30,895,413
51,980,293
52,530,582
87,672,535
0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000
News/Information
Entertainment
Portals
Social Media
Total Display Ad Impressions (000)
2nd Half 2011
10 © comScore, Inc. Proprietary.
Display ads have gone Social, driving traffic to brands’ Facebook
pages from all over the Web as well as within Facebook itself
By Q4 2011, 24 percent of all online display ads were considered ‘socially-published’, while 7 percent
were ‘socially-enabled’.
Socially-Published Socially-Enabled
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011
12 © comScore, Inc. Proprietary.
Total Internet Display Ad Impression Consumption
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011
7% 24% 38% 17% 13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% Composition Advertising UVs
Atlantic Quebec Ontario Prairies British Columbia
By Regions (CA)
By Persons Age
18%
9%
18%
18%
17%
20%
% Composition Advertising UVs
Persons: 2-17
Persons: 18-24
Persons: 25-34
Persons: 35-44
Persons: 45-54
Persons: 55+
3% 8%
11%
20%
12%
19%
27%
% Composition Advertising UVs
Less than $15,000
$15,000 - $24,999
$25,000 - $39,999
$40,000 - $59,999
$60,000 - $74,999
$75,000 - $99,999
$100,000 or more
By HHI (CAD)
13 © comScore, Inc. Proprietary.
[Example A] Your Targeted Demographics and the Consumption of
Display Ad Impressions
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011
TSN.CA’s Demographic Composition of Impressions vs. Unique Visitors
66%
34%
83%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Males Females
% C
om
po
sit
ion
% Composition Unique Visitors % Composition Display Ads
14 © comScore, Inc. Proprietary.
[Example B] Your Targeted Demographics and the Consumption of
Display Ad Impressions
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011
Yahoo! Finance’s Demographic Composition of Impressions vs. Unique Visitors with HHI of $75K+
52%
65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HHI CA: $75K+
% C
om
po
sit
ion
% Composition Unique Visitors % Composition Display Ads
Kevin Duong
Analyst, cMM Canada
416.646.9981
Questions?
Bryan Segal Vice President, cMM Canada
416.646.9972
