The Internet offers greater choice and information about products for the benefits of consumers than were available previously. Consumers can easily compare, review and recommend products online. Researching information online and reading product reviews is key in the decision to buy
Online advertising has expanded from a nascent industry into a powerhouse over the past decade and a half. It now generates over a million jobs in the EU-28 economy, and contributes more than € 100 billion of gross value added (GVA)*. The figures are estimates published today in a study produced by IHS and sponsored by IAB Europe, “Paving the way: online advertising in the European economy”.
Online advertising has expanded from a nascent industry into a powerhouse over the past decade and a half. It now generates over a million jobs in the EU-28 economy, and contributes more than € 100 billion of gross value added (GVA)*. The figures are estimates published today in a study produced by IHS and sponsored by IAB Europe, “Paving the way: online advertising in the European economy”.
The study represents the first serious attempt to detail online advertising’s contribution to the overall EU economy measured in jobs.
Online advertising generated € 30.7 billion of revenue for European publishers in 2014, nearly a third of total advertising revenue. Looking purely at digital publishing (as opposed to traditional and digital combined), advertising is by far the most important source for funding journalistic content, providing 75% of all online revenues.
Similarly, the buoyant mobile content market depends on advertising. In 2015, advertising replaced paid-for app revenues as the top revenue source.
Digital is now the second largest advertising sector in Europe, behind only television. By the end of 2015, it is predicted to pull ahead of TV in at least the most advanced EU markets.
By funding the Internet, online advertising provides European consumers with a wide range of educational, scientific, informational and entertainment services at little or no cost.
Online advertising also acts as an incubator for high-end data analytics and other digital skills that can then be deployed elsewhere in the economy. “As advertising becomes increasingly data-driven and technology-centric, the sector is at the forefront of hiring and nurturing talent that possesses the skills to transform and future-proof other industries”, said Townsend Feehan, CEO of IAB Europe.
Some of these skills are those that are required to deliver a new way of buying and selling online advertising – “programmatic” – an umbrella term for automated transactional mechanisms using data and software. “Programmatic has emerged as a key growth area, and Europe has already shown that it can produce world-leading talent in this space”, noted John Wittesaele, Managing Director, EMEA for GroupM Connect and IAB Europe Board Member.
In the study, IAB Europe makes recommendations for policy-makers seeking to protect the benefits accruing to users from the advertising-funded Internet, and digital innovation in Europe. These recommendations include a call for data protection rules that match regulatory scrutiny to actual risk to consumers better than the texts currently under negotiation between the EU institutions.
The complete report is available here.
The “digital facts” AGOF study will enable media planners to calculate reach and user data for combined stationary and mobile enabled websites.
The full study (prototype below) will be published regularly from 2015 and will contain all the qualified data which is already published within the AGOF studies “internet facts” and “mobile facts”, e.g. gross and net reach of websites, socio-demographic and psychographic target group descriptions (structural data), market data (consumer behaviour and household equipment) and also general data regarding online usage.
European markets covered: Germany
Get the slides here.
Microsoft aimed to raise product awareness and drive consideration of the new Lumia 930, extending the reach of the television commercial with an in-banner video campaign displaying the TV commercial.
[slideshare id=45062694&doc=8-150224040151-conversion-gate01&type=d]
A mobile advertising campaign using a full page overlay format for Duracell’s new product resulted in increased awareness, purchase intent and ad recall.
Get the slides here.
Programmatic campaign with customised audience targeting boosts brand impact for bwin.
Get the slides here.
The world’s first automotive voice mobile ad resulted in increased interaction and engagement rates for the Opel brand.
<strong> Get the slides <a href="https://www.slideshare.net/IAB_Europe/14-widespace-opel-insignia?ref=https://iabeurope.eu/best-practices/opel-insignia-increases-customer-interaction-through-voice-mobile-ad/" target="_blank" rel="noopener">here</a>.</strong>
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Using video advertising to show the styling possibilities that can be achieved using the Philips Grooming shaver the brand user interaction and engagement were enhanced to increase brand awareness and purchase intent.
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An ethnographic study with eye tracking, which investigates the distribution of attention to the various screens in multi-screen situations. In addition, these distributions are presented differentiated for multi-screen-situations with a commercial break or multi-screen-situations with ongoing TV content. Key findings: Overall, the attention is almost equally distributed in multi-screen-situations (TV 49%, digital screens 47%). Role reversal during the commercial break: significantly more intensive use of digital screens (TV 28%, digital screens 67%).
European markets covered: Germany
Get the slides here.
Get the slides here.
