1. AD spending and new media Internet and Web measurement

2. AD Spending
Source: Nielsen-februar 2008

3. Global advertising expenditure by medium (in US$ million)

4. Source: Zenith Optimedia

5. Top 10 Advertising Markets
2007.
2010.
Country
Ad Expenditure
US million
USA
179,251
194,063
Japan
41,528
43,875 UK
23,321
27,861
Germany
21,676
China
24,266
15,023
22,678
France
12,881
Russia
17,205
Italy
11,227
Brazil
14,223
Spain
9,847
13,486
9,703
12,319
South Korea
9,701
11,796

6. The ten fastest-growing ad markets
2009 vs 2006.
Growth (%)
Serbia
308.8
Quatar
214.7
Kazakhstan
164.1
Egypt
117.7
UAE
108.9
Russia
108.3
Ukraine
100.5
Moldova
97.1
Belarus
96.8
Romania
93.0

7. Serbia - Advertising expenditure by medium
+67%
+30%
+23%
+19%
+21%
Source: AGB

8. Advertising expenditure
Region
Internet usage- Advertising Expenditure
2007
Number of inhabitants
Internet Users
(in million)
Advertising expenditure
(in million euro)
Romania
5,0
5,2
Bulgaria
1.8
5.8
Serbia
1,4
1,2
Croatia
1.5
6,0

9. New Media Web Measurement

10. Towards New Media 1914. Founded the first ABC in USA.
1931. Founded the first ABC in Europe - ABC UK.
1996. The 17 IFABC General Assembly held in Washington, DC, unanimously agreed to establish a Standards Committee for the development of a common set of minimum measurement and reporting standards for use by its members for World Wide Web traffic verification.
2004. Begininig of web measurement project IAB (Interactive Advertising Bureau), IFABC and other organisations, starting with the definitions and procedures of web measurement.
February formation of Media Measurement Integration Task Force (MMITF). The mission of the Task Force is " to explore and communicate the opportunities to measure and report newspaper audiences across multiple platforms to newspaper industry stakeholders.“
November ABC USA launched FAX Data Publication (Circulation+Visits+Readership) and ABC UK launched GPR (Integration of several data Circulation+Visits)

11. Web Measurement
Web Measerment is esential for advertisers and adv. Agencies for media planing and media bying decision.
ABC certified data delivers transparent, credible and comparable figures on which to base your decisions.
Certified data provides advertisers, sponsors and other investors in business with independent verification of the claims Media owner is making; this enables Media owners to support their business case with transparent, credible and comparable data.
Media owner can demonstrate to their clients, advertisers and media buyers, the value of investing in online business, and to provide sales team with credible data thus delivering a clear competitive advantage that they can use when persuading advertisers to invest in online business.
ABCe works on behalf of the industry to manage standards for electronic media measurement so that every part of the industry can have confidence in the data they use. ABC is independent, industry owned, not-for-profit organisation.

12. Web Measurement Using client-side data colection (Page Tags)
Using server-side data colection
(Logfiles)
Hybrid method
Combining both web logs with page tags
Other methods
NDC (Network Data Collection) – gather web traffic data from
routers into “black box” appliances
API/Loadable Module – programs that extend capabilities of
the web server

13. What is measured? Page Impression Unique Users Visits Visit Duration
Search Stream Stream Duration
Ad Impression
Automated Page Impression
Ad Click Ad User
And more than 30 other information...

14. What is the Future?
Traditional Media Measurement as we known today will disappear
Web measurement will track more:
-Digital trails, search engines, etc.
-Social Networks
-Portable Multi-functional devices
-And any kind of one-on-one
communication in any form
imaginable...and not imaginable

15. ABC Srbija