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The IAB Affiliate Marketing Council
28th July 2011
Agenda
Mobile Update
Jon Mew, Director of Mobile, IAB UK
Agenda
1. Mobile Developments
2. Mobile and retail
3. Ad spend
1. MOBILE DEVELOPMENTS
41% of the UK have a smartphone
21m in the UK use the mobile internet every month
Source: comScore April 2011
There is now scale
Source: IDC 2011
Q1 2010 Q1 2011
Global smartphone shipment figures
Smartphones accelerate beyond PC
M commerce is big and driven by smartphones
Source: IAB Consumer M-Commerce Study October 2010 Base All UK Mobile Users (1039)
Smartphone users are
63% more likely to engage in M-Commerce
The mobile mindset is completely different
Fixed PC
Search to purchase average 1 month
Mobile
Search to purchase average is 1 hour
Source: Bing
Consumers use mobile to respond
Mobile should be considered in all advertising campaigns as a potential response mechanism
=40%agree they often use their mobile if they see an interesting ad
Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days
Location has finally happened
Mobile search has exploded
% Overall Google Queries that are mobile (by category)
Source: Google company presentation, Macquarie Capital (USA), March 2011
Source: Comscore GSMA/MMM
23% of online time is spent on mobile
2. MOBILE AND RETAIL
From pre to post purchase
Retail brands have
started to build
mobile strategies
3. MOBILE AD SPEND
Source: IAB / PwC mobile display ad spend survey 2010
Total mobile market 2010
like-for-like
Total mobile market 2010 vs 2009
Source: IAB / PwC mobile display ad spend survey 2010
2010 total mobile ad spend breakdown
Total market £83.0m(3.2%)(3.8%)
(0.5%)
(39%)
(54%)
(2009 % share figures in brackets)
Source: IAB / PwC mobile display ad spend survey 2010
+ 62%
+ 32%
+172%
£23.7m
£1.7m £1.1m £1.6m
£54.9m
+ 492%+ 18%
Source: IAB / PwC mobile display ad spend survey 2010
Industry sector display market shares
Based on 76% of submitted display ad spend
Source: IAB / PwC mobile display ad spend survey 2010
Change in industry sector display market shares 09-10
↓87%
↑129%↓3%
↑269%
↑160%
Top 5 Online Categories H1 20101.Entertainment & Media (14%)2.Finance (13%)3.Consumer goods (12%)4.Telecoms (11%)5.Travel & transport (10%)
Source: IAB / PwC mobile display ad spend survey 2010
Display revenue growth by quarter
Source: IAB / PwC mobile display ad spend survey 2010
+44%+74% +68%+68%
Mobile advertising growth
Source: IAB / PwC mobile display ad spend survey 2010
2008 2009 2010
mill
ions
UK Mobile Advertising revenues to reach £1 bn by 2015
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
2011 2012 2013 2014 2015
£ (0
00s)
FirstPartner UK Mobile Advertising Forecast 2011-2015
Video
Search
Mobile Internet (Banners)
MMS/SMS Push Advertising
Games
www.firstpartner.net
Copyright FirstPartner 2011
FirstPartnerFirstPartnerCopyright FirstPartner 2011
£142m
£294m
£498m
£767m
£992m
Questions?
Legislation Committee
• Technical Working Group
→ Networks initially
• Decision to be part of a wider “your online choices”
→ Providing Affiliate input
• Meeting with the ICO
→ Discuss our ideas / projects
• ASA Good Practice Document
ePrivacy DirectiveWho has implemented it?
Have implemented Have not implemented
UKIrelandSwedenFinlandLuxembourgAustriaEstonia
Research Committee
• Now being headed up by Matt Bailey
• Client Survey is underway, working with the IAB
→ Likely to be ready in next few weeks
→ Agencies & networks support needed to distribute to Clients
→ Potentially present results at the A4U Expo in Oct
→ Objective is key sound bites to PR
• Contact [email protected] for ideas / get involved
Best Practice Committee
• Three projects complete, with IAB for sign off:
→ Affiliate Auditing / Approvals / Management
→ Ethical Merchant Charter (revisited)
→ Behavioural Retargeting (revision and extension)
• Three projects outstanding:
→ Product Feeds Guidelines
→ Cashback Education Piece
→ Affiliate Payment Protection
Updates on completed work
• Affiliate Auditing / Approvals / Management
→ Minor amends made based on feedback
• Ethical Merchant Charter (revisited)
→ What affiliates are paid for
→ De-duplication
→ Types of affiliate
→ Notice perionds
→ Leakage
→ Useful links
Updates on completed work
• Behavioural Retargeting (revision and extension)
→ Feedback on retargeting/remarketing terminology
→ Ad transparency
→ PI visibility and commissions
→ Detail on payment models (CPC vs. CPA)
• Consensus was that terminology needed to be standardised but document was detailed enough and any changes could make it overly prescriptive
New topics for discussion
• Suggestions for H2 2011:
→ Mobile
→ Attribution
→ Profiling different affiliate models
→ Social media
→ Best practice for programme launches
The AMC blog
• 6,848 people visited
• 11,992 Visits
• 33,069 Pageviews
• 2.76 Average Pageviews
• 00:01:51 Time on Site
• 29.93% Bounce Rate
• 56.84% New Visits
• 22.5% traffic from outside the UK
• Favourite referring keyword:
“asian nudes 4 u”
Attendees
Two monthly meetings:
Affiliate Window
Aviva
buy.at
Found
IAB
King.com
Non-Stop Consulting
OMG
Quidco
Stream 20
uSwitch
External Industry Bodies
‘Defining the Affiliate’
Publicity Opportunities
Events
• Retail• Sports• M-commerce• Mobile• Social media• Entertainment
We Want You!
Industry Updates
• IAB Performance Marketing Seminar
→ Affiliate Developments - Helen
→ Mobile Data – Owen
→ Search Insight – Tina
→ Lead Gen – TTH
• eConsultancy Affiliate Survey
http://econsultancy.com/uk/blog/7820-calling-all-uk-affiliates-the-2011-affiliate-census-is-now-liv e
Thanks!
• MEC & David McNiven
• Jon Mew & David Fieldhouse
• Julia, Kev & Matt
• DRINKS!
