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1、Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC IAB/PricewaterhouseCoopers Advertising Revenues Study Year 2000 Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC

2、IAB-Belgium A quick overview of the Belgian IAB Chapter Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Legal structure IAB-Belgium is a non-profit association Chaired by a Board of Directors Dynamised by 6 Working Committees Coac

3、hed by a Secretary General and a Coordination Manager Supported by 92 companies-members and about 150 people Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Goals IAB-Belgium is an organisation representing the sector of on line a

4、dvertising 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 professionalize on line advertising by offering the market generally accepted standards, clear terminology, i

5、nternational know-how and last but not least quantitative and qualitative research information. Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC 92 members IAB-Belgium represents the “quadripartite” of the Belgian media scene 1) ad

6、vertisers 6% 2) media and webreps 38% 3) advertising agencies 46% 4) technology providers 10% Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Working Committees Research chaired by Hugues Rey (FastBridge Brussels) Standards workth

7、ewebiab-belgium.be PwC 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 average of 80 people) free access for everybode, pre-registration via the site is required Supporting e-commerce, interactive advertising and

8、online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Media “Reps” Purchasing Centres Advertising Agencies Advertisers Principal Measuring Point Web Site Web Site Web Site Web Site Scope of this survey Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.b

9、e ; workthewebiab-belgium.be PwC Scope - Data gathering covered Media “Reps” Web advertising revenue by transaction (earned / trade and barter / packaged deals) by pricing model by type (banners, content sponsorship, ) by category (nomenclature MDB limited to group and sector) by category (PwC categ

10、ories) Media “purchasing centres” Basic figures on web advertising revenue Stratification of revenue earned by size of individual actions Number of actions undertaken per year / per client Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.

11、be PwC Approach PricewaterhouseCoopers: developed the questionnaire conducted a survey by mail with leading players requested and compiled several specific data items PwC workthewebiab-belgium.be PwC The Results. Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be

12、; workthewebiab-belgium.be PwC Appetizerthe revised growth prediction of 6 months ago. 450 900 550 1050 2000 2001 Prev March 2000 Prev October 2000 Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Yearly Revenue 83 194 508 1998 199

13、9 2000 Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Split per Semester 35 48 75 119 220 288 9 8 , S1 9 8 , S2 9 9 , S1 9 9 , S2 0 0 , S1 0 0 , S2 Supporting e-commerce, interactive advertising and online marketing www.iab-belgi

14、um.be ; workthewebiab-belgium.be PwC Split by Quarter In million Bef 17 18 18 30 33 42 48 71 83 137 108 180 0 25 50 75 100 125 150 175 200 9 8 Q1 9 8 Q2 9 8 Q3 9 8 Q4 9 9 Q1 9 9 Q2 9 9 Q3 9 9 Q4 0 0 Q1 0 0 Q2 0 0 Q3 0 0 Q4 Supporting e-commerce, interactive advertising and online marketing www.iab-b

15、elgium.be ; workthewebiab-belgium.be PwC The growing rates 167% 137% 152% 226% 125% 154% 133% 94% 9 9 Q1 /9 8 Q1 9 9 Q2 /9 8 Q2 9 9 Q3 /9 8 Q3 9 9 Q4 /9 8 Q4 0 0 Q1 /9 9 Q1 0 0 Q2 /9 9 Q2 0 0 Q3 /9 9 Q3 0 0 Q4 /9 9 Q4 Supporting e-commerce, interactive advertising and online marketing www.iab-belgiu

16、m.be ; workthewebiab-belgium.be PwC Seasonality 20% 22% 22% 36% 17% 22% 25% 37% 16% 27% 21% 35% S1 S2 S3 S4 1998 1999 2000 Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Compared to other media 23% 27% 20% 30% 1 7% 27% 21 % 35% S

17、1 S2 S3 S4 Ot her Me dia 98-99- 00 In tern et Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC The International Perspective Int e rnet Ad vertis ing In ternatio nal ( 1 9 9 8 , Q uarte r 1 = In de x 1 0 0 ) 0 200 400 600 800 1000

18、1200 9 8 ,Q1 9 8 ,Q2 9 8 ,Q3 9 8 ,Q4 9 9 ,Q1 9 9 ,Q2 9 9 ,Q3 9 9 ,Q4 0 0 ,Q1 0 0 ,Q2 0 0 ,Q3 0 0 ,Q4 USA UK B Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC List of media reps that participated to the survey 24/7, AdNet, Adlink,

19、BeWeb, IP Netvertising, Produpress, RMB Online, Tijdnet, VT4, Hi-Media, iBazar, VAR Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Advantage: Content sites! 63% 50% 66% 59% 32% 30% 38% 35% 37% 50% 34% 41% 68% 70% 62% 65% 9 9 , Q

20、1 9 9 , Q 2 9 9 , Q 3 9 9 , Q 4 0 0 , Q 1 0 0 , Q 2 0 0 ,Q3 0 0 ,Q4 Po rt al Si te s C o nt ent Si te s Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC CER remains the main model of revenue 8 3 , 3 % 8 4 , 4 % 8 5 , 9 % 8 7 , 3 %

21、8 8 , 1% 9 1,6 % 9 0 , 0 % 9 1,0 % 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 % 9 9 Q1 9 9 Q2 9 9 Q3 9 9 Q4 0 0 Q1 0 0 Q2 0 0 Q3 0 0 Q4 Gross c ommissiona b le ea r n ed r eve n ue Bar te r an d tr ade r eve n ue Pac ka

22、ge d deal all ocat io n s Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Banners is proportionally decreasing Rich Media is growing 84% 4% 0% 3% 10 % 77% 6% 0% 1% 2% 12 % 0% 0% 0% 0% 0% Ad b an n e r s C ont e n t s po n sors hi

23、ps In te r st itials / P op - U ps E- ma il K e yword S e ar c he s Re f e r r al s C la ssif ie ds Ric h M e di a Belgium, 200 0 S1 Belgium, 200 0 S2 Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Compared to US 84% 4% 3% 10 % 7

24、7% 6% 1% 2% 12 % 50% 27% 3% 2% 1% 4% 7% 2% 4% A d banners C ontent spo nsorshi p s Int e rstitial s / Pop - Up s E- m ail K e yword Se arc he s Re ferral s C l assi fie ds Ri c h M e di a Be l giu m , 20 0 0 S1 Be l giu m , 20 0 0 S2 US , 20 0 0 Q1Q2 Q3 Supporting e-commerce, interactive advertising

25、 and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Services: Close to 60% 2 8 6 ,0 6 7 ,8 6 3 ,9 2 3 ,4 1 3 ,4 S ER VICE S C UL TURE , T O UR ISM E, L O ISIRS , SPO RTS EQU IPEM EN T M A ISO N /BU RE A U TRA N S PO RT A L IM EN TATIO N Supporting e-commerce, interactive advertis

26、ing and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Internet provides 35% of the invests 12 , 2% 11 , 8% 11 , 6% 10 , 6% 6,7% 5,5% 5,1% 4,4% 3,4% 3,3% SERV IC ES-INTERNET , INT RANET , EXT RANET -PROV IDERS SERV IC ES-INTERNET , INT RANET , EXT RANET -SERV IC ES SIT ES C U L T

27、 U RE, T OU RISM E, L OISIRS, SPORT S-M EDIA-SITES INT ERNET SERV IC ES-TEL EPH ONIE-SERV IC ES SERV IC ES-BANQU ES/ C REDIT S/ ASSU RANC ES-SE RV IC ES B ANC AIRES SERV IC ES-A U T RES PROD U IT S F INANC IERS-BOU RSES EQ U IPEM ENT M AISON/ B U REAU -INF ORM AT IQU E- H ARDWARE SERV IC ES-BANQU ES

28、/ C REDIT S/ ASSU RANC ES-A SSU RANC ES EQ U IPEM ENT M AISON/ B U REAU -INF ORM AT IQU E- SOF T WARE T RANSPO RT -INDU ST RIE AU T OM OB IL E- V OIT U RES Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Investment categories vs.

29、last year 59% 14% 13% 5% 3% 6% 58% 10% 14% 6% 2% 10% S e r vice s C ult ur e , T ourism, S po r ts Home workthewebiab-belgium.be PwC The International Perspective. 0% 10% 20% 30% 40% C om p ute r C onsum e r N e w M e di a Tel e c om Financ ial S e rvic e s Busi ness S e rvic e s B1 999 B 200 0 USA

30、1999 USA 2000 ( Q 3) Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Comparison: PWC/IAB Survey vs Media Mark ? PWC/IAB Space valorisation based on accountability Macro View Sector Volume of investments Media Mark Space Valorisati

31、on based on rate cards Micro - View Advertiser Title / Block Volume of communication Comparison of Volume Sectorial Comparison OK! Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Comparison with other Media (%) 6% 3% 5% 1 3 % 1 4

32、% 59% 36% 1 6 % 1 2 % 5% 20% 11% O t h e r s F o o d T r a n s p o r t H o m e workthewebiab-belgium.be PwC Mediacentres - Campaigns Number of campaigns has increased Campaign budget has increased as well average amount now 1170 KBEF last year (based on less complete data) average amount was 700 KBE

33、F Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Campaign Budgets are still growing 30% 20% 11% 3% 24% 23% 32% 12% 3% 5% 11% 23% 19% 17% 13% 16% 36% 2 .0 0 0 K BEF 1998 1999 2000 Supporting e-commerce, interactive advertising and

34、 online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC What will the future bring ? Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Remember 6 months ago. 83 184 509 865 1998 1999 2000 2001 Supporting e-commerce, inte

35、ractive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC Conclusions The webvertising is still the growing advertising support. For the first time, we notice a clear seasonality (near the traditionnal media). Services are still the main on-line advertisers The amoun

36、t of an average campaign overdraw now the 1170 BKF See you, in 6 months ! Supporting e-commerce, interactive advertising and online marketing www.iab-belgium.be ; workthewebiab-belgium.be PwC More info ? www.iab-belgium.be Workthewebiab-belgium.be Hugues Rey, Vice-president IAB-Belgium and Chairman IAB Research Committee