IAB Europe Web Awards Macedonia 2011 « Challenges and Opportunities for the European Digital Marketing Industry » The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

2 IAB EUROPE A NETWORK OF TRADE ASSOCIATIONS WORKING FOR THE INDUSTRY

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 3 Stakeholders and dedicated staff : 27 countries with over 125 staff 42 corporate members at European level more than 5000 member companies Potential New countries in 2012: Macedonia and Portugal Priorities : Public Policies : creating trust and transparency ongoing dialogue with the regulator self regulation Business : promoting Brand Advertising standardization Benchmarking/Research : understanding the consumer comparing the markets Networking : connecting people December 2011:

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 4 THE GOOD NEWS CONSUMERS AND EXPENDITURES

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 5 Europe catches up with the US and might becoming the biggest online market by the end of 2012! Source IAB/PWC

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 6 SPEND ONLINE AS A PERCENTAGE OF MAIN MEDIA SPEND (WARC DATA)

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 7 From a passive audience…

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 8 … to an active user 50% of European internet users have chosen better products or services as a result of the internet. Source : Mediascope Europe

Consumers want to be in the boardroom. 44% is asking to take part in co-creation of products & advertising. Source : MC DC Survey

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 10 THE BAD NEWS LEGAL WORRIES AND TRUST RELATION

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 11 Control of data is a hot topic

37% is not using location-based services because of privacy concerns Source : MC DC Survey

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 13 Freedom Restraint Balancing act

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 14 PRIVACY The privacy debate

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 15

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 16

Italy Russia Spain Portugal France Turkey Poland Belgium UK Switzerland Denmark Sweden Norway Germany Netherlands Conducted by : Finland Understanding the Consumer driving the digital revolution…

The total media picture Online deep dive +

It’s the proof that convergence is happening 396m of Europeans media mesh (76%) Source : Mediascope Europe

06:0010:00to10:0017:30to 17:3021:00to 21:0006:00to Base: Users of all media across 15 markets covered And that Internet is a through the day medium growing across different platforms

And showing that every year more people convert to buying from their online browsing Holidays up 18% Theatre/Cinema tickets up 37% Food up 18% Financial Products up 20%

Come together and make it happen! It's the proof to make advertisers invest in digital

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 23 Keep on pushing the digital economy....with

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 24 Promoting and Developing the digital and interactive market regulateeducate informpromote exchange macedonia