《普华永道IAB-PwC》ppt课件

1、IAB/PricewaterhouseCoopersAdvertising Revenues StudyIAB-BelgiumA quick overview of the Belgian IAB ChapterLegal structureIAB-Belgium is a non-profit associationChaired by a Board of DirectorsDynamised by 6 Working CommitteesCoached by a Secretary General and a Coordination ManagerSupported by 92 com

2、panies-members and about 150 peopleGoalsIAB-Belgium is an organisation representing the sector of on line advertising in Belgium where editors, advertisers, creative agencies, webreps, researchers and technology providers join forces in order to stimulate on line advertising. IAB-Belgium wants to pr

3、ofessionalize on line advertising by offering the market generally accepted standards, clear terminology, international know-how and last but not least quantitative and qualitative research information. 92 membersIAB-Belgium represents the “quadripartite” of the Belgian media scene1) advertisers 6%2

4、) media and webreps 38%3) advertising agencies 46%4) technology providers 10%Working CommitteesResearchchaired by Hugues Rey (FastBridge Brussels)Standards & Practiceschaired by Renaud de Lombaert (IP NetvertisingMarketing & Communicationchaired by Edouard Cambier (Institute for Internationa

5、l Research)Contentchaired by Geoffrey Chaudoir (Fortis)Creativitychaired by Pieter Vandekerkhove (i-Merge)International Relationschaired by Bart Spiessens (Space)Events IAB Congress (21/3/2000, 250 people ; 19/4/01, ?) IAB Net Advertising Day (18/10/2000, 250 people) IAB Net Cafs (every month an ave

6、rage of 80 people)free access for everybode, pre-registration via the site is requiredMedia“Reps”PurchasingCentresAdvertisingAgenciesAdvertisersPrincipal Measuring PointWeb SiteWeb SiteWeb SiteWeb SiteScope of this surveyScope - Data gathering coveredMedia “Reps”Web advertising revenue by transactio

7、n (earned / trade and barter / packaged deals)by pricing modelby type (banners, content sponsorship, )by category (nomenclature MDB limited to group and sector)by category (PwC categories)Media “purchasing centres”Basic figures on web advertising revenueStratification of revenue earned by size of in

8、dividual actionsNumber of actions undertaken per year / per client ApproachPricewaterhouseCoopers:developed the questionnaireconducted a survey by mail with leading playersrequested and compiled several specific data itemsPwC & IABanalysed the findings and identified key trendskey IAB members pr

9、ovided guidance for the reportreport is part of global IAB / PwC report initiative, where PwC is conducting same methodology reports in all countries where markets are developedconfidentiality and professional secrecy guaranteedthe advertising revenue reported by the entities providing the basic inf

10、ormation was not auditedThe Results.Appetizerthe revised growth prediction of 6 months ago.450900550105020002001Prev March 2000Prev October 2000Yearly Revenue83194508199819992000Split per Semester35487511922028898, S198, S299, S199, S200, S100, S2Split by QuarterIn million Bef17181830334248718313710

11、8180025507510012515017520098Q1 98Q2 98Q3 98Q4 99Q1 99Q2 99Q3 99Q4 00Q1 00Q2 00Q3 00Q4The growing rates167%137%152%226%125%154%133%94%99Q1/98Q1 99Q2/98Q2 99Q3/98Q3 99Q4/98Q4 00Q1/99Q1 00Q2/99Q2 00Q3/99Q3 00Q4/99Q4Seasonality20%22%22%36%17%22%25%37%16%27%21%35%S1S2S3S4199819992000Compared to other med

12、ia23%27%20%30%17%27%21%35%S1S2S3S4Other Media 98-99-00InternetThe International PerspectiveInternet Advertising International (1998, Quarter 1 = Index 100)02004006008001000120098,Q1 98,Q2 98,Q3 98,Q4 99,Q1 99,Q2 99,Q3 99,Q4 00,Q1 00,Q2 00,Q3 00,Q4USAUKBList of media reps that participated to the sur

13、vey24/7, AdNet, Adlink, BeWeb, IP 24/7, AdNet, Adlink, BeWeb, IP Netvertising, Produpress, RMB Online, Netvertising, Produpress, RMB Online, Tijdnet, VT4, Hi-Media, iBazar, VARTijdnet, VT4, Hi-Media, iBazar, VARAdvantage: Content sites!63%50%66%59%32%30%38%35%37%50%34%41%68%70%62%65%99, Q199, Q299,

14、Q399, Q400, Q100, Q200,Q300,Q4Portal SitesContent SitesCER remains the main model of revenue83,3%84,4%85,9%87,3%88,1%91,6%90,0%91,0%15,7%13,3%12,7%3,8%5,3%5,1%3,7%5,1%2,3%1,4%1,0%4,9%3,7%9,0%6,9%4,7%99Q199Q299Q399Q400Q100Q200Q300Q4Gross commissionable earned revenueBarter and trade revenuePackaged d

15、eal allocationsBanners is proportionally decreasing Rich Media is growing84%4%0%3%10%77%6%0%1%2%12%0%0%0%0%0%Ad bannersContent sponsorshipsInterstitials / Pop-UpsE-mailKeyword SearchesReferralsClassifiedsRich MediaBelgium, 2000 S1Belgium, 2000 S2Compared to US84%4%3%10%77%6%1%2%12%50%27%3%2%1%4%7%2%

16、4%Ad bannersContent sponsorshipsInterstitials / Pop-UpsE-mailKeyword SearchesReferralsClassifiedsRich MediaBelgium, 2000 S1Belgium, 2000 S2US, 2000 Q1Q2Q3Services: Close to 60%286,067,863,923,413,4SERVICESCULTURE, TOURISME, LOISIRS, SPORTSEQUIPEMENT MAISON/BUREAUTRANSPORTALIMENTATIONInternet provide

17、s 35% of the invests12,2%11,8%11,6%10,6%6,7%5,5%5,1%4,4%3,4%3,3%SERVICES-INTERNET,INTRANET,EXTRANET-PROVIDERSSERVICES-INTERNET,INTRANET,EXTRANET-SERVICES SITESCULTURE, TOURISME, LOISIRS, SPORTS-MEDIA-SITES INTERNETSERVICES-TELEPHONIE-SERVICESSERVICES-BANQUES/CREDITS/ASSURANCES-SERVICES BANCAIRESSERV

18、ICES-AUTRES PRODUITS FINANCIERS-BOURSESEQUIPEMENT MAISON/BUREAU-INFORMATIQUE-HARDWARESERVICES-BANQUES/CREDITS/ASSURANCES-ASSURANCESEQUIPEMENT MAISON/BUREAU-INFORMATIQUE-SOFTWARETRANSPORT-INDUSTRIE AUTOMOBILE-VOITURESInvestment categories vs. last year59%14%13%5%3%6%58%10%14%6%2%10%ServicesCulture, T

19、ourism, SportsHome & OfficeEquipmentTransportFoodOthers20001999The International Perspective.0%10%20%30%40%ComputerConsumerNew Media TelecomFinancialServicesBusinessServicesB1999B 2000USA 1999USA 2000 (Q3)Comparison: PWC/IAB Survey vs Media Mark ?PWC/IABSpace valorisation based on accountability

20、Macro ViewSectorVolume of investmentsMedia MarkSpace Valorisation based on rate cardsMicro - ViewAdvertiserTitle / BlockVolume of communicationComparison of VolumeSectorial Comparison OK! Comparison with other Media (%)6%3%5%13%14%59%36%16%12%5%20%11%OthersFoodTransportHome & OfficeEquipmentCulture, Tourism,SportsServicesTraditionnal MediaInternetMediacentres - CampaignsNumber of campaigns has increasedCampaign budget has increase