EAS-IAAPA. «Entertainment and The Digital Industry» From here to
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2 EAS-IAAPA «Entertainment and The Digital Industry» From here to
3 VISION MARKETING WILL NEVER BE THE SAME ANYMORE. 3
4 Source: Financial Times The ad model is changing dramatically 4
5 From a passive audience 5
6 To an active user 6
7 Internet its not only a new media, it has become the place of interaction between people and brands. 7
8 Things have changed and we need to think in a new model. 8
9 Where are we going to? 9
10 Technology is integrated. Everything s connected. 10
11 11
12 12
13 TWO CHALLENGES BUSINESS AND LEGAL. 13
14 BUSINESS IT S ABOUT BRANDING AND BRAND ACTIVATION 14
15 Total Online Ad Spend Europe vs USA 2007 and 2008 (Million Euros) Share of formats Europe USA Source: IAB Europe/PwC Classifieds 3.3bn, 26% Search 5.6bn, 43% UK Germany France Netherlands Italy Spain Sweden Denmark Norway Belgium Total by Country 2008 and 2007 (in million Euros) ,537 1, ,889 3,441 2,501 2,975 Source: IAB Europe/PwC Denmark UK Norway Sweden Netherlands France Germany Poland Finland Hungary Belgium Spain Italy Austria Greece Source: IAB Europe/PwC Display 3.8bn, 29% Spend on online as a percentage of all media spend by country 2.1% 0.2bn, 2% 24.4% 23.1% 21.1% 19.5% 18.0% 16.1% 15.2% 12.7% 11.5% 10.8% 10.5% 8.9% 8.7% Source: IAB Europe/PwC, WARC 6.8% 15 15
16 LEGAL IT S ABOUT TRUST AND RESPECT 16
17 Consumer in control More marketing litterate Desire for more autonomy and uniqueness Less trusting More critical, skeptical Even indifferent 17
18 THE PROSUMER MC DC SURVEY 18
19 19
20 BACKGROUND AND METHODOLOGY Northern Europe Eastern Europe Southern Europe Western Europe Denmark N = Poland N = Spain N = Belgium N = Norway N = Romania N = Italy N = The Netherlands N = Sweden N = Hungary N = Greece N = France N = Finland N = United Kingdom N = Germany N = Switzerland N =
21 Norway 83% 3,1 million Sweden 82% 6,2 million Finland 75% 3,3 million (*) Countries measured in MC DC 2009 Source: MC DC 2009 CATI research and Forrester data Internet penetration > 75% Internet penetration 50-75% UK 73% 36,6 million Denmark 80% - 3,5 million The Netherlands 85% - 11,4 million Belgium 66% 5,8 million France 61% 31,6 million Germany 69% 48,6 million Switzerland 73% 4,6 million Poland 44% 14 million Hungary 45% - 3,8 million Romania 32% - 5,7 million Internet penetration < 50% Spain 50% Italy 19 million 52% Greece 26,5 million 42% 4 million 21
22 TRUST DEFINED Transactional Commercial TRUST Informational Technological 22
23 Transactional Trust Purchase & Sell products online Carry out financial transactions online 23
24 Transactional Trust Internet Trust Q : To what extent do you agree with this statement : I have my doubts about the level of security of online banking (facilities offered by your bank to enable you to administer your accounts, investments, insurance policies... online) Fully agree Rather agree Neutral Rather disagree Fully disagree Top 2 % 14% 21% 34% 23% 8% 35% 11% 18% 22% 37% 12% 29% 6% 17% 36% 31% 10% 22% 22% 22% 24% 22% 10% 44% 15% 15% 42% 20% 8% 30% 14% 29% 32% 19% 6% 43% 18% 22% 28% 20% 12% 40% 5% 13% 25% 33% 24% 18% 18% 35% 26% 14% 8% 52% 15% 26% 27% 25% 7% 41% 14% 27% 32% 20% 7% 41% 4% 13% 38% 30% 15% 17% 5% 13% 30% 35% 16% 18% 20% 34% 29% 14% 4% 54% 9% 23% 30% 26% 12% 32% 19% 15% 26% 27% 12% 35% 11% 19% 41% 24% 4% 30% 10%> European Average 10%< European Average 24
25 Transactional Trust E-commerce Experience Q : Have you ever purchase a product or service on the internet (via any of the connection methods)? 10%> European Average 10%< European Average 100 No Yes
26 Transactional Trust E-commerce Barriers Q : What are the 3 main reasons why you did not purchase products or services online? (% selected in Top 3) I want to see it/try it before deciding to buy and that is not possible with e-commerce 50% BOTTOM TOP 1 : Best scoring country TOP 2: Second best scoring country TOP 3: Third best scoring country BOT 13: Third worst scoring country BOT 14: Second worst scoring country BOT 15: Worst scoring Country EUROPE 0% 25% 50% 75% 100% TOP I have serious doubts concerning the security level of online purchases/orders 36% I don't like to give my personal data on the Internet 31% I want to talk to a shop assistant/dealer when I want more information on a product or service 23% I have access to all the products/services I need in physical shops 21% I don't have or don't want to use a credit card 21% I want to see whether items are in stock in a physical shop 11% I have a wider selection of products/services in the real world 9% 26
27 Transactional Trust E-commerce Trust Index E-COMMERCE TRUST INDEX Points > European Average 10 Points < European Average 27
28 Informational Trust Providing information and publishing information online Trust in the information that is available online 28
29 Informational Trust Internet Trust Q : To what extent do you agree with each of the following statements? (Top 2 % on a 5-point Scale) TOP 1 : Best scoring country TOP 2: Second best scoring country TOP 3: Third best scoring country BOT 13: Third worst scoring country BOT 14: Second worst scoring country BOT 15: Worst scoring Country EUROPE 0% 25% 50% 75% 100% I pay attention to the kind of information I put on the Internet (e.g. on a website, social network, blog, discussion board...) 71% BOTTOM TOP When filling out personal details to register myself on a website, I am always truthful 62% I am sceptical about companies/websites that ask many personal details during the registration process 60% In general I trust the information that is available on the Internet 43% I don't mind that other people can find information about me on the Internet 20% 29
30 Informational Trust Adoption Online Identity Q : Which of the following activities did you perform on the internet? I am member of an online social network (e.g. MySpace, Facebook, ) Yes No ONLINE SOCIAL NETWORK MEMBERSHIP 100% 80% 60% 45% 55% 40% 20% 0% 10%> European Average 10%< European Average 30
31 Informational Trust Social Networks Trust Q : To what extent do you agree with each of the following statements? (Top 2 % on a 5-point Scale) I'm aware that others can see what I do on a social network and therefore I pay attention to what kind of information I release on a social network 75% BOTTOM TOP 1 : Best scoring country TOP 2: Second best scoring country TOP 3: Third best scoring country BOT 13: Third worst scoring country BOT 14: Second worst scoring country BOT 15: Worst scoring Country EUROPE 0% 25% 50% 75% 100% TOP When filling in my profile on social network sites, I am always truthful 69% I trust social network sites not to violate my privacy by sharing my personal information 35% I think it is advisable for brands or products to create an identity on social network sites 31% I add personal information (e.g. address, mobile phone number') about myself to (some) social network sites 16% When filling in their profile on social network sites, others are always truthful 13% I have multiple identities online (e.g. my profile is different depending on the social network site I'm on) 13% 31
32 Informational Trust Awareness Website Privacy Policies Q : Did you know that most websites provide a privacy policy and have you consulted one before? No, I did not know this Yes I knew, but I have not read a privacy policy on a website before Yes I knew and I have read a privacy policy on a website before 10%> European Average 10%< European Average
33 Informational Trust Trust in Website Privacy Policies Q : Do you have more trust in a website when it provides a privacy policy? Yes, a lot Yes, a bit No, not really No, not at all Top 2 % 8% 48% 35% 9% 56% 7% 39% 44% 10% 46% 9% 56% 28% 7% 65% 7% 32% 42% 19% 39% 3% 48% 44% 5% 51% 24% 50% 19% 7% 74% 5% 37% 43% 14% 42% 5% 58% 30% 8% 63% 16% 51% 30% 3% 67% 13% 59% 25% 3% 72% 8% 46% 38% 8% 54% 6% 58% 26% 10% 64% 13% 55% 26% 7% 68% 5% 64% 26% 5% 69% 8% 49% 31% 12% 57% 2% 43% 48% 7% 45% 5% 57% 30% 8% 62% 10%> European Average 10%< European Average 33
34 Technological Trust Trust in the internet as a technology Avoidance of doubtful websites Usage of virus scanners & firewalls Faith & Adoption of cloud computing services 34
35 Technological Trust Privacy Measures (1/2) Q : Do you have antivirus software installed on the computer you use the most to access the Internet? Do you have a firewall/firewall software installed on the computer you use the most to access the Internet? Do you sometimes store website passwords in your Internet browser so you don't have to type them in the next time you want to access these websites? Yes No Don t know ANTIVIRUS SOFT 100% 75% 88 % USE FIREWALL 76 % STORE PASS 49 % 8% 4% 15% 9% 44% 7% 50% 25% 0% 100% 75% 50% 25% 0% 100% 75% 50% 25% 0% 10%> European Average 10%< European Average 35
36 Technological Trust Privacy Measures (2/2) Q : How often do you delete cookies stored on your computer? How often do you delete your browser history? Several times a day Daily Weekly Monthly Couple of times a year Never DELETE COOKIES 5% 15% 27% AT LEAST WEEKLY 47% 100% 75% 26% 16% 12% LESS THAN WEEKLY 53% 50% 25% 0% DELETE HISTORY 7% 15% 27% AT LEAST WEEKLY 48% 100% 75% 21% 18% LESS THAN WEEKLY 52% 50% 25% 13% 0% 10%> European Average 10%< European Average 36
37 Commercial Trust Trust & Avoidance of online advertising Promotions on the internet vs. traditional media 37
38 Commercial Trust Internet Trust Q : To what extent do you agree with this statement : I find online advertisements (e.g. banners) or promotions to be more reliable than advertisements on TV, in a magazine, on the radio, Fully agree Rather agree Neutral Rather disagree Fully disagree Top 2 % 7% 46% 25% 19% 10% 5% 31% 36% 27% 6% 41% 30% 28% 1% 5% 31% 32% 31% 6% 3% 6% 51% 22% 18% 9% 4% 5% 53% 21% 17% 9% 8% 3% 38% 25% 27% 10% 38% 28% 32% 2% 12% 61% 16% 9% 14% 12% 45% 34% 10% 12% 15% 54% 20% 10% 16% 6% 41% 22% 31% 6% 13% 54% 20% 12% 12% 7% 14% 48% 22% 9% 22% 6% 4% 34% 27% 29% 10% 3% 6% 40% 18% 33% 9% 7% 50% 27% 14% 9% 10%> European Average 10%< European Average 38
39 Commercial Trust Advertising on Social Networks Q : To what extent do you agree with each of these statements? (Top 2 % on a 5-point Scale) TOP 1 : Best scoring country TOP 2: Second best scoring country TOP 3: Third best scoring country BOT 13: Third worst scoring country BOT 14: Second worst scoring country BOT 15: Worst scoring Country EUROPE I don t mind that companies advertise on social networks 32% BOTTOM % 25% 50% 75% 100% TOP I don t mind that companies create brand / product pages on social networks 34% I don t mind that to receive personal messages on social networks from brands I like 29% I don t mind that to get news updates on social networks from brands I like 35% As a user of a free social network I expect to receive advertising 36% I am comfortable with receiving ads on social networks targeted to me based on the information on I provide in my public profile 25% 39
40 IAB EU NETWORK SUPPORTING THE INDUSTRY 40
41 September 2009 : Established countries : -20 countries with over 125 staff -more than 5250 member companies New countries in : -Portugal, Ireland and Luxemburg -Russia and Bulgaria Priorities : -Public Policies : trust -Standardisation : simplification -Benchmarking : consumer -Best Practices : efficiency 2008: Austria Belgium Croatia Denmark Finland France Germany Greece Hungary Italy Netherlands Norway Poland Romania Slovenia Spain Sweden Switzerland Turkey UK 2009: Portugal Ireland Luxemburg Bulgaria Russia... 41
42 Keep on pushing the digital economy...with 42
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