the internet and online advertising in belgium
TRANSCRIPT
2InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
The medium “Internet”
***
Internet goes mobile
***
Internet vs traditional media
***
Media & advertising
***
Brands & online advertising
***
Things to remember
Today’s breakfast menu
3InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
The medium “Internet”
“Size does matter ... and it continues to grow”
4InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
Internet penetration > 75%
Internet penetration < 50%
Norway83%
3,1 million
The Netherlands85% - 11,4 million
France61%
31,6 million
UK73%
36,6 millionGermany
69% 48,6 million
Switzerland73%
4,6 million
Italy52%
26,5 million
Spain50%
19 million Greece42%
4 million
Denmark80% - 3,5 million
Sweden82%
6,2 million Finland75%
3,3 million
Poland44%
14 million
Hungary45% - 3,8 million
Romania32% - 5,7 million
Internet penetration 50 - 75%
Belgium66%
5,8 million
228 million European surfers (*)
60% Internet penetration
(*) Countries measured in MC DC 2009Source: MC DC 2009 CATI research and Forrester data
5InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
47%
52% 53%55% 55%
60%63% 64% 65%
67% 68%70% 70%
73%
78%82%
24%
33% 33%
38% 39%
44%48% 48% 49%
53%56% 57% 57%
60%63%
66%
4%7%
11%
17%
23%
28%
35%37%
40%
45%
51%53%
55%58%
60%62%
Oct 00 Apr 01 Oct 01 Apr 02 Oct 02 Apr 03 Oct 03 Apr 04 Oct 04 Apr 05 Oct 05 Apr 06 Oct 06 Apr 07 Jun 08 Jun 09
PC penetration Internet penetration Broadband penetration
5,8 million Belgian surfers66% Internet penetration
Source: MC DC 2009 CATI research (n = 1.134)
6InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
27%33%
39% 42%49%
54% 57% 58%64%
5%
5%
5%5%
4%3%
3%4%
2%
9%
11%
9%9%
8%8%
7%11%
8%
2001 2002 2003 2004 2005 2006 2007 2008 2009
Used in past 2 weeks Used in past month Ever used the Internet
Increasing Internet intensity57% is online 7/7
Source: MC DC 2009 CATI research (n = 1.134)
7InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
Internet goes mobile
“And Belgium is already lagging behind”
8InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
9% ever surfed mobile in BelgiumOnly ½ of the European adoption rate
7%
93%
Yes No
8%
92%
Yes No
9%
91%
Yes No
Q: Which of the following mobile phone types do you own and use? (n BE = 2.119, n EU = 32.606)Q: Have you ever surfed on the Internet from another place than your home, work or school using mobile Internet connection on your mobile phone or smartphone?Q: Do you currently have a subscription to use a mobile Internet connection on your mobile phone or smartphone?Source: MC DC 2009 online research
14%
86%
Yes No
18%
82%
Yes No
14%
86%
Yes No
Smartphone adoption Ever surfed mobile Possession data plan
9InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
Mobile web 2009 ... In terms of the user experience quality we observed, it was like stepping into a time machine for a quick trip back to 1998.(Jakob Nielsen, Feb 17th 2009)
10InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
Internet vs traditional media
“And the Internet spoke: veni, vidi, vici”
11InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
13,8
15,7 15,7
12,4
14,5
11,0
16,4
14,1
16,6
15,0
18,518,1
14,6
8,7
13,2
16,3
18,8
16,9
Total 15-24 25-34 35-44 45-54 55+
Internet Television Radio
13,8 hours online per weekInternet No. 1 among 15-24yo
Q: How long do you use each of the following media on an average weekday / day in the weekend? (n = 549) Source: MC DC 2009 online research
12InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
-4%
-10%
-10%
62%
32%
17%
Internet
Television
Radio
Decrease in 2009-10 Increase in 2009-10
Q: How do you expect your use of these media to develop in the coming year? (n = 549) Source: MC DC 2009 online research
62% says Internet usage will ↑Reducing the gap online / TV
13InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
Media & advertising
“How to avoid avoidance ... via personalisation”
14InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
69%
49%
43%
17%
34%
31%
14%
18%
26%
Irritated by advertising on
TV
Irritated by advertising on
the Internet
Irritated by advertising on
the radio
Top 2 Neutral Bottom 2
Q: To what extent do you agree with the following statements? (n = 549) Source: MC DC 2009 online research
TV has highest ad irritationReducing the gap online / TV
15InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
73%
63%
32%
17%
22%
38%
10%
16%
30%
Do something else when
commercial break on TV
Switch channels when
commercial break on TV
Leave a website with a lot of advertising
Top 2 Neutral Bottom 2
Media consumption is one thingAdvertising exposure another
Q: To what extent do you agree with the following statements? (n = 549) Source: MC DC 2009 online research
16InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
44%
40%
31%
34%
25%
26%
Online advertising is less annoying compared to
advertising on the radio or TV
I have no problem
watching or receiving
advertising if it is tailored to my
needs
Top 2 Neutral Bottom 2
Online ads less annoyingPersonalisation as a way out
Q: To what extent do you agree with the following statements? (n = 549) Source: MC DC 2009 online research
17InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
49%
43%
42%
41%
41%
19%
18%
9%
It provides interesting information
It's cleverly creative
It's entertaining/fun
It's relevant to me
It of fers a discount
It's interactive
It contains multi-media (video or
audio)
It's shareable with others
Personalisation is key for onlineDiscounts might also do the trick
Q: According to you, what are the 3 main characteristics of good online advertising? (n = 549) Source: MC DC 2009 online research
18InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
Openness to provide informationConvince the neutral audience
Q: Companies can use different services to provide you with more personalized information, customized services or product recommendations. To what extent do you find the following services useful?? (n = 549) Source: MC DC 2009 online research
47%
46%
34%
29%
27%
31%
37%
40%
38%
49%
23%
17%
26%
33%
25%
Personalised website based on
previous visits
Personalised online advertising by f illing out interests via an anonymous form
Personalised website based on purchase history
Personalised website based on browsing history
(across sites)
Contextual online advertising
Top 2 Neutral Bottom 2
19InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
Brands & online advertising
“Why online advertising? Because it matters!”
20InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
3 out of 4 Belgians use the Internet on a weekly basis to find information on products, services,
brands, companies or shops(and 13% via mobile Internet)
21InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
61%
50%
35%
31%
28%
22%
10%
6%
TV commercial
Print ad
Online ad
Radio commercial
Outdoor
A mini site
Online viral video
A brand page on a social network
35% prefers online advertisingIntegrated media mix matters
Q: Suppose one of your favorite brands is launching a new product or service. What are the 3 main information channels you would like this brand to use when introducing this new product to you? (n = 549) Source: MC DC 2009 online research
23InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
The Internet gains importance as media channel and consumption is almost as high as traditional media (TV and radio).
TV commercials lead to ad irritation and avoidance. We observe the same trend with online.
But personalisation can reduce ad irritation and lead to an increased effectiveness.
Belgian surfers are (partially) open towards providing information in order to make advertising more relevant to them.
Brands should invest in online advertising because it’s an important traffic driver and it leads to higher brand engagement.
Things to remember
24InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
Hungry for more?
http://mcdc.insites.eu Powered by IAB Europe
25InSites Consulting – Displaylicious – 15/09/09© In
Site
s C
ons
ulti
ng
Gianni Cooreman
Digital Research Manager
InSites Consulting
T +32 9 269 16 01
M +32 494 521 776
http://www.linkedin.com/in/giannicooreman
http://twitter.com/giannicooreman
Online