State of the Digital Nation & Native (inc. in-feed) is one ﬁfth of display New for 2014: Content...

State of the Digital Nation iabuk.net

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Consumer revolution

Advertiser catch up

Consumers trends

People have an ongoing desire for connected devices

•  80% of UK adults own Smartphones •  40% of UK adults own Tablets •  Connected for c.3 hours a day

Month Total time Desktop Mobile / Tablet Jan 2 hours, 41 mins 1 hour, 16 mins 1 hour, 26 mins Feb 2 hours, 49 mins 1 hour, 18 mins 1 hour, 31 mins March 2 hours, 52 mins 1 hour, 16 mins 1 hour, 36 mins April 2 hours, 48 mins 1 hour, 14 mins 1 hour, 34 mins May 2 hours, 59 mins 1 hour, 18 mins 1 hour, 41 mins

SOURCE: comScore Mobilens & UKOM / comScore MMX

People have a special relationship with mobile

66% of smartphone

owners would be anxious if they accidentally left their phone at

home

Insert smartphone deprivation research video

Source: IAB Mobile, Tablets and Other Media

Mobile is number one follow up choice for under 35’s


47%

32%

35%

41%

Look it up on my Laptop/PC

Look it up on my Mobile

Go in store

Email the company

Phone the company

None of these

Total Sample 16-34

Preferred way to find out more. I like to…

52% of smartphone users had visited a website that wasn’t

optimised in the last month


A non-optimised site = losing customers


Try the site again on another device?

Yes

No

Digital advertising in 2014 / 2015

It’s Quiz time!

1.  What is digital’s market share of the UK advertising market?

2.  What percentage of display is content / native / in-feed?

3.  What percentage of the digital total does mobile account for?

IAB / PwC Digital Advertising Study 4th Screen Adyoulike Ad2One Adconion Addvantage Media Admaxim Adpepper Affiliate Window Affilinet AOL AppNexus Archant Bauer Belfast Telegraph Blinkbox Blippar Blis Mobile BMJ Buzz City Byyd CBS Interactive Collective Media Commission Junction Conde Nast Conversant Crimson Tangerine Deezer Dennis Interactive Disney DMGT EE ESI Media ESPN Expedia Exponential FT Global Radio Guardian Gumtree Havas Media Group Haymarket Hearst Hibu Immediate Incisive Media InSkin Jobsite Johnston Press LoopMe Magnetise Group Marketing Punch Maximiles Microsoft Mobsta Mozoo MyOffers Ltd Net Communities News UK Next Jump Odyssey Mobile Offerex OMG Perform Qriously Quidco Racing Post Rakuten Reuters Rightmove ROEye Samba Communications Savoo Shortlist Specific Media Spot Xchange TalkSPORT Tamome Teads Telegraph Ten Thousand Hours The 7th Chamber The Institution of Engineering and Technology The Spectator The Student Room Time Inc Tradedoubler Trader Media Tremor Video Trinity Mirror Unanimis Unruly Media Vevo Viacom Vibrant Media VideoGamer Viewster w00t! Webgains Weve Widespace UK xAd Yahoo! YOC Yume Zoopla and online recruitment sites & TV Broadcasters through WARC

Want to take part? Email [email protected] to see how you can take part.

SOURCE: IAB / PwC Digital Adspend Full Year 2014

Digital shows the strongest growth

*Digital: Like for like growth (absolute growth). Includes broadcast VOD and digital news / magazine brands SOURCE: IAB / PwC Digital Adspend Full Year 2014

Year on year change:

Digital = 39% of a £18.55 billion market

*Digital: Online, mobile and tablet. Includes broadcast VOD and digital news / magazine brands SOURCE: IAB / PwC Digital Adspend Full Year 2014

Digital’s share reaches 40% in H2 2014

*Digital: Online, mobile and tablet. Includes broadcast VOD and digital news / magazine brands SOURCE: IAB / PwC Digital Adspend Full Year 2014

The digital media mix

Display leads the way with highest like for like growth


Display increases its share of digital in 2014

Category 2013 Share

Search 55%

Display 29%

Classified 14%


Content Marketing – 2014’s #buzzword

Measured for the 1st time – Content and Native (incl. in-feed) In-feed Advertiser Sponsorship

Native Distribution

Content & Native (inc. in-feed) is one fifth of display

New for 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools SOURCE: IAB / PwC Digital Adspend Full Year 2014

Digital Video continues its strong growth

SOURCE: IAB / PwC Digital Adspend Full Year 2014 / WARC

For 2011 onwards revenues for online video advertising on TV broadcaster websites are taken from WARC / Thinkbox rather than submitted directly to PwC

Consumer Goods advertisers are highest spenders


Based on 44% reported display revenue for H1 and H2 2014

Spotlight on Mobile

Display also increased share of mobile spend

Other = classified, SMS and remaining formats SOURCE: IAB / PwC Digital Adspend Full Year 2014

£87.4m (£34.4m in 2013)

Content & Native (inc. in-feed) is half of mobile display

* Standard display includes Standard Banners, Rich Media Banners, Interstitials and MPUs. ** Remaining display formats includes music and tenancies New for 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools


Mobile accounts for over one fifth of all digital advertising

0.8% 1.1% 2.0%

4.2%

9.7%

16.3%

22.6%

2008 2009 2010 2011 2012 2013 2014

22% of total Search

34% of total Display

2% of total Other (incl. Classifieds)


Summary & Quiz answers! 08/07/2015 iabuk.net

It’s Quiz time!

1.  What is digital’s market share of the UK advertising market? 30%

2.  What percentage of display is content / native / in-feed? 22%

3.  What percentage of the digital total does mobile account for? 23%

Summary •  Digital Adspend grows to £7.2 billion in 2014

•  Mobile spend soars by 63.4% to reach £1.6 billion

•  This is driven by consumer trends

•  People continue to buy smartphones (80%) and tablets (40%)

•  People love going online – three hours a day

[email protected] 0207 050 6969

State of the Digital Nation & Native (inc. in-feed) is one ﬁfth of display New for 2014: Content...

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