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The Consumer Is Shouting! Are You Listening? Paula Gignac President, IAB Canada. The Interactive Advertising Revenue Picture…. Total Online Revenue: $1.24 Billion (Including Video) Total Video Revenue: $9 Million Total Mobile: $2.7 Million Total Social: ??. - PowerPoint PPT Presentation
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Copyright © 2009 Interactive Advertising Bureau of Canada 1
The Consumer Is Shouting! The Consumer Is Shouting! Are You Listening?Are You Listening?
Paula GignacPaula GignacPresident, IAB CanadaPresident, IAB Canada
Copyright © 2009 Interactive Advertising Bureau of Canada 2
The Interactive Advertising Revenue Picture…The Interactive Advertising Revenue Picture…
Total Online Revenue: $1.24 Billion (Including Video)
Total Video Revenue: $9 Million
Total Mobile: $2.7 Million
Total Social: ??
Totals based on IAB Canada’s 2007 Actuals
Copyright © 2009 Interactive Advertising Bureau of Canada 3
Canadians Love The Web…Canadians Love The Web…
Proprietary and Confidential Do not distribute without written permission from comScore 4
Canada Is The Highest Penetrated Country Canada Is The Highest Penetrated Country (73%) (73%) We view The Most Content/Spend The Most We view The Most Content/Spend The Most Time Time
Canada Is The Highest Penetrated Country Canada Is The Highest Penetrated Country (73%) (73%) We view The Most Content/Spend The Most We view The Most Content/Spend The Most Time Time
Avg. Pages per Visitor Avg. Hours per Visitor
Online Population Reach
Source: comScore Inc Worldwide – All Locations, - July 2008, Persons 15+
Copyright © 2009 Interactive Advertising Bureau of Canada 5
Canadians Love Online Video…Canadians Love Online Video…
6© comScore, Inc. Proprietary and Confidential.
Canada Leads in Online Video ReachCompared to Top Countries
Source: comScore Video Metrix, Worldwide, Persons 2+ (15+ for asterisk*), February 2009
Canada 21,129 88% 3,107,826 147.1
United Kingdom* 29,768 81% 4,017,400 135
Germany* 31,281 82% 3,363,571 107.5
France* 28,888 82% 2,539,880 87.9
United States 145,177 76% 13,072,164 90
Total Unique Viewers (000)
Online Reach % Videos (000s) Videos per Viewer January 2009 Location
#1#1
7© comScore, Inc. Proprietary and Confidential.
Total Minutes Spent On Video Has Grown Significantly Over the Past Year
Source: comScore Video Metrix, comScore Media Metrix, Canada, All Locations, February 08-09
+60%
-2%Total Minutes Spent Online % Change YoY
Total Minutes Spent Streaming Video % Change YoY
8© comScore, Inc. Proprietary and Confidential.
Practically Everybody Is Doing It…
Canadian Household IncomeCanadian Household Income Demographic Video UsageDemographic Video Usage
Online Video in Canada skews towards the higher income bracket. All demographics are heavily engaged, specifically persons aged 18-34 who viewed
the most minutes per viewer and viewed the most videos per viewer.
Online Video in Canada skews towards the higher income bracket. All demographics are heavily engaged, specifically persons aged 18-34 who viewed
the most minutes per viewer and viewed the most videos per viewer.
Source: comScore Video Metrix, Canada, All Locations, February 2009
1%
11%
14%
21%
14%
19%
20%
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
Copyright © 2009 Interactive Advertising Bureau of Canada 9
Canadians Love Their Mobile Devices…Canadians Love Their Mobile Devices…
Proprietary and Confidential Do not distribute without written permission from comScore
Moving from Geek to Chic
January 200545 models
April 2008152 models
Proprietary and Confidential Do not distribute without written permission from comScore
3G Subscribers Are Driving Online Mobile3G Subscribers Are Driving Online Mobile
3G technologies enable network operators to offer users a wider range of more advanced services while achieving greater network capacity through improved spectral efficiency. Services include wide-area wireless voice telephony, video calls, and broadband wireless data, all in a mobile environment.
-11% +489%
Source: comScore Inc, M:Metrics – Mobil Lens, US July 2006 - July 2008, All Locations,
Copyright © 2009 Interactive Advertising Bureau of Canada 12
Canadians Love Social Media…Canadians Love Social Media…
Proprietary and Confidential Do not distribute without written permission from comScore
December 2008
Location
Unique Visitors
(000)
%Reach (Web Pop.)
Avg. Minutes
per Visitor
Avg. Pages
per Visitor
Avg. Visits per
Visitor
World-Wide 770,338 76.4 208.1 543 17.8
United States 124,058 76.0 242.0 514 19.6
United Kingdom 29,869 81.5 270.0 539 21.6
Germany 25,678 69.4 242.2 857 23.1
France 23,485 69.1 147.6 391 17.5
Canada 19,772 90.7 380.7 804 34.9
Conversational Media Around the WorldReach of the Worldwide Web Population
Source: comScore Inc, Worldwide, Persons 15+ December ’2008, All Locations
*Person 15+
Proprietary and Confidential Do not distribute without written permission from comScore
Social Networking in North AmericaSocial Networking in North America
Canada UV’s(000)
FACEBOOK.COM 18,151
Blogger 9,984
WORDPRESS.COM* 5,978
MySpace Sites 5,124
FLICKR.COM 4,224
United States UV’s(000)
MySpace Sites 75,919
FACEBOOK.COM 54,552
Blogger 46,720
WORDPRESS.COM* 23,891
FLICKR.COM 20,698
Top Social Networking
Sites in North
American
Growth of Top 10 Social Networking Sites in North America
Source: comScore Inc, North America, Persons 15+ December ’2008, All Locations
Proprietary and Confidential Do not distribute without written permission from comScore
% Composition UV by Region% Composition UV by Region
GenderGender
Social Networking: Canadian Demographic Breakdown Social Networking: Canadian Demographic Breakdown
% REACH and % Composition Age Group
% REACH and % Composition Age Group
Social Networking Attracting Users of all demographic groups
Source: comScore Inc, Canada October 2008, All Locations,
Copyright © 2009 Interactive Advertising Bureau of Canada 16
Video, Mobile, Social – It’s All Converging…Video, Mobile, Social – It’s All Converging…
Google Confidential and Proprietary17
ComScore, Feb. 2009**ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009.
88% of online Canadians viewed a video in January
Video + Social...
50% of videos watched were through YouTube
Google Confidential and Proprietary18
Canada Wins Again...
Country
YouTube Unique Monthly Users
YouTube Reach
United States 81M 42%
United Kingdom
20.6M 56%
Germany 18.4M 48%
Canada* 16.4M 68%France 13.1M 37%
Italy 9.6M 45%
Spain 9.3M 50%
ComScore, Feb. 2009**ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009.
Google Confidential and Proprietary19
Source: ComScore Media Medtrix, February 2009
Profile of Canadian Visitors•16.4M users (68% reach)•51% male, 49% female*•67% are between 18 and 54 years old
•64% have a HHI $60K+* •3 hours and 45 minutes watching per month**
Proprietary and Confidential Do not distribute without written permission from comScore
Mobile + Social…Mobile + Social…
October 2007 October 2008 % Change
Almost Every Day 0.6% 1.9% 217%
At Least Once Each Week
1.0% 2.2% 120%
Once to Three Times During Month
1.9% 3.8% 100%Source: comScore Inc. – M:metrics US- November 2008
Proprietary and Confidential Do not distribute without written permission from comScore
Social Networking: Younger Demographics Adopting Social Networking on MobileSocial Networking: Younger Demographics Adopting Social Networking on Mobile
% of Mobile Users Accessing Social Networking
Younger Demographics Adopting Social Networking On Mobile Devices
Source: comScore Inc. US – M: Metrics – October 2008 – Social Media
Proprietary and Confidential Do not distribute without written permission from comScore
Mobile+Web+Video+Social…
Service Penetration, Smart v. Feature Phones, April 2008, US
23%
20%
11%
6%
6%
4%
4%
40%
45%
59%
28%
17%
24%
24%
0% 10% 20% 30% 40% 50% 60% 70%
Photo Messaging
Playing Games
Browsing
Music
Video
Social Network/Blogs
Downloaded Apps
Percent Phone Owners Using Service in Month
SmartphoneFeaturePhone
Proprietary and Confidential Do not distribute without written permission from comScore
This Trend Is Highest In iPhone Owners…This Trend Is Highest In iPhone Owners…
Service Penetration, Market v. iPhone Owners,
21%
14%
8%
6%
5%
32%
88%
74%
31%
51%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Playing Games
Browsing
Music
Video
Social Network/Blogs
Percent Phone Owners Using Service in Month
iPhoneMarket
Copyright © 2009 Interactive Advertising Bureau of Canada 24
We’ve Seen The Trends…We’ve Seen The Trends…
Now Let’s Learn About The Tactics Now Let’s Learn About The Tactics That Leverage Them…That Leverage Them…