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1 Powered by our members 10 Advertising - AB Reclamebureau - Actel - activeidea - AdLink - After The Hype - Agency.com Brussels - Atmosphere BBDO - Barnes & Richardson - Be Media Groep - Beiersdorf - Belgacom - Belgacom Skynet - Best of Publishing - BEWEB - bseen.be -Bird & Bird - Cayman - Cegeka - Citibank Belgium - Citobi - Club Med - Concentra Media - Connexion - Creaxial - Cronos - Cyberwork - Daikin Europe -DataBase Management - De Persgroep - Dexia - D'Ieteren - Digimedia.be - DigiPoint - Digital Age Design - ebay - Ebuco - EDATIS - Editus Luxembourg - Electrabel - brokers - garage.com - Emakina - Epona - Ethias - Euro RSCG Interaction - Eucoprise - Eurostar Group - Eyeplay - Extenseo - e-zone - FastBridge - Fortis Bank - Glaverbel - Globesee.com - Google Benelux - Hi-Media Belgium - Hostbasket - ING - I.P.M. - I- consulting - i-merge - Incrowd - InSites - Isobar Belgium - Janssen- Cilag EMEA - Jona E-Publish - KIA Motors Belgium - Kinepolis Group - Kluwer / Pub - KOAN Legal Strategies - Kunstmaan - Les Editions de l'avenir - Lodestar - Loterie Nationale - Magnet Magazines - Media Contacts - MediaCom - Mediadis - Mediaedge:CIA (Outrider) - MediaXim - Media Marketing - MindShare - MInfo - Minoc Business Press - MM Seven O - Mobile Trend - Mobistar - MSN.be - MTV Networks - Nedstat Belgium - OgilvyInteractive worldwide - OMD Belgium - Optizen - OX2 - Paratel - Periflex - Pioneer Europe - Pixelis - Produpress - Promedia - Proximus - PSINet Belgium - Publicityweb - R.M.B. - Renault BeLux - Robert Half International Belgium - Roularta Media Group - RTBF - RTL Interaction / TVI- IPTV - Saatchi & Saatchi - Sanoma Mag. Belg. - SBS Belgium - SE- Marketing - SN Brussels Airlines - Snow -Space - Taatu - Tagora - Telenet - The Parking Lot - The Ring Ring Company - These Days - Total Belgium - Toyota Belgium - TradeDoubler Belgium - Trustmedia - U.C. / Axes2.com - Uchrony - Ulys - Unibet.com - Vizibel - VNU Business Publications - VUM E-media - Wegener DM - Winsome Benelux - ZenithOptimedia IAB-Belgium NET CAFÉ Facts & figures 04/05/2006 De Persgroep An IAB Research Workgroup initiative Stéphanie Radochitzki Boosted by Interactive Advertising Bureau Belgium v.z.w. / a.s.b.l. Net Café Z.1. Research Park 120 (c/o Roularta) 1731 Zellik Facts & Figures Tel : 02 / / Fax : 02 / /05/2006

2 Welkom! Namens onze IAB-ploeg, onze Raad van Bestuur en onze leden, heb ik het genoegen u te mogen verwelkomen op het NetCafé «Facts & Figures», georganiseerd door de Research werkgroep. De voorstelling van de resultaten van de IAB/CIM studie is steeds een belangrijk moment in het interactieve jaar. Deze cijfers laten ons toe om het Internet in België te positioneren, te vergelijken met onze buurlanden en het werk van het IAB te evalueren! Voor 2005 is de vooruitgang opnieuw indrukwekkend en zelfs als het globale bedrag gering blijft in vergelijking met dat van de andere media, gaat de aantrekkingskracht van de interactieve media erop vooruit, stijgt het aantal online adverteerders evenals het gemiddelde budget per campagne. Deze indicatoren tonen de dynamiek van onze sector aan en kunnen ons enkel aansporen tot optimisme voor te toekomst. Een goede avond! Alain Heureux Voorzitter IAB Stéphanie Radochitzki Vice Voorzitter IAB en Research workgroup leader Om de waaier van onze activiteiten en het belang van IAB-aansluiting te ontdekken, surf naar onze website en aarzel niet om met ons contact op te nemen! Bienvenue! Au nom de l équipe de l IAB, de son conseil d administration et de ses membres, nous avons le plaisir de vous accueillir ce soir au NetCafé «Facts & figures», organisé par le workgroup Research. La présentation des résultats de l étude IAB/CIM est toujours un moment important de l année interactive. Ces chiffres nous permettent de positionner l Internet en Belgique, de faire des comparaisons par rapport à nos voisins et d évaluer le travail de l IAB! Pour 2005, la progression est une fois encore impressionnante et même si le montant total reste faible par rapport aux investissements sur le autres media, l attrait des media interactifs progresse, le nombre d annonceurs on-line augmente tout comme le budget moyen par campagne. Ces indicateurs démontrent le dynamisme de notre secteur et ne peuvent que nous inciter à l optimisme pour le futur. Bonne soirée! Alain Heureux Président IAB Stéphanie Radochitzki Vice Présidente IAB et leader du workgroup Research Pour découvrir l ampleur de nos activités et l intérêt d une affiliation à l IAB, connectez-vous sur notre site et n hésitez pas à nous contacter! Interactive Advertising Bureau Belgium v.z.w. / a.s.b.l. Net Café Z.1. Research Park 120 (c/o Roularta) 1731 Zellik Facts & Figures Tel : 02 / / Fax : 02 / /05/2006

3 Research workgroup Mission Le groupe de travail «Research» de l'iab rassemble et compare des données d'enquêtes et des études de cas pour documenter, analyser et interpréter l'utilisation croissante d'internet. Ce groupe de travail quantifie le marché belge de la publicité en ligne et commandite des études sur son évolution. Outre la réalisation de l'étude IAB/CIM sur les investissements publicitaires on-line, ce groupe travaille sur des baromètres verticaux, avec l'ambition d'offrir au marché les clés du monde de la communication digitale et interactive, secteur par secteur. Missie De IAB-werkgroep "Research" verzamelt en vergelijkt gegevens van onderzoeken en casestudies om het toenemend gebruik van Internet te documenteren, te analyseren en te interpreteren. Deze werkgroep neemt het initiatief om de Belgische online reclamemarkt in cijfers te vertalen en laat studies uitvoeren over de evolutie van de online communicatie. Naast de verantwoordelijkheid voor de IAB/CIM studie over de online reclameinvesterigen, werkt deze groep eveneens op vertikale barometers, met de ambitie om, sector per sector, sleutels te bieden aan de digitale en interactieve communicatiemarkt. Réalisations Enquête annuelle IAB/CIM sur les investissements publicitaire on-line. Baromètres sectoriels Auto, Banque, Beauté/Santé, Voyages et e-retail. Realisaties Jaarlijkse IAB/CIM studie over de on-line reclamebestedingen. Sectoriële barometers Auto s, Banken, Beauty/Health en Reizen Composition Dirigé par Stéphanie Radochitzki (Media Contacts), le workgroup Research est composé de Vincent Delmotte (Publictyweb), Dirk Van den bosch (De Persgroep), Tim Duhamel (InSItes Consulting), Dries Claes (Skynet), Jean-Michel Depasse (MindShare m- one), Pierre Dubois (RTBF), An Haenen (RMB), Severine Van den Eeckhout (Hi-Media), Koen Lansloot (Medialogue), Elisabeth Vanderhasselt (MSN) Samenstelling Onder leiding van Stéphanie Radochitzki (Media Contacts), is de workgroup Research samengesteld uit Vincent Delmotte (Publictyweb), Dirk Van den bosch (De Persgroep), Tim Duhamel (InSItes Consulting), Dries Claes (Skynet), Jean-Michel Depasse (MindShare m-one), Pierre Dubois (RTBF), An Haenen (RMB), Severine Van den Eeckhout (Hi-Media), Koen Lansloot (Medialogue), Elisabeth Vanderhasselt (MSN) Contact Stéphanie Interactive Advertising Bureau Belgium v.z.w. / a.s.b.l. Net Café Z.1. Research Park 120 (c/o Roularta) 1731 Zellik Facts & Figures Tel : 02 / / Fax : 02 / /05/2006

4 IAB Workgroups Les groupes de travail (workgroups) de l IAB sont le fondement même de l association. Les membres qui y collaborent sont à la base de la plupart des activités de l IAB. Evénements, études, dossiers trouvent leur origine au sein de ces groupes qui imaginent, débattent et collaborent pour faire évoluer le marché de l interactivité. Lieu d échange et d apprentissage, les workgroups permettent de mieux connaître les activités des uns et des autres, de cerner les différents points de vue et d'étendre ses connaissances à chaque réunion. Si vous souhaitez participer à l un ou l autre des workgroups, n hésitez pas, contactez la personne responsable! Research Stéphanie Radochitzki (Media Contacts) Efficiency Patricia Boydens (I-Merge) Standardisation Gunter Blanckaert (MSN) De IAB-werkgroepen (workgroups) zijn de fundamenten van de vereniging. De leden die er samenwerken vormen de basis van de meeste IAB activiteiten. Evenementen, studies, dossiers vinden hun oorsprong binnen deze groepen waarin bedacht, besproken en samengewerkt wordt om de interactieve markt te doen evolueren. Deze werkgroepen bieden, als plaats voor uitwisseling en lering, tevens de kans om elkaars activiteiten te leren kennen, om de verschillende standpunten te omlijnen en om kennis te vergaren tijdens elke vergadering. Indien u wenst deel te nemen aan één of andere werkgroep, aarzel dan niet om contact op te nemen met de verantwoordelijke! Legal Jan Decorte (KOAN) Training Jean-Michel Depasse (Mindshare) & Laure-Emmanuelle Nonnenmacher (Proximus) Interactive Advertising Bureau Belgium v.z.w. / a.s.b.l. Z.1. Research Park 120 (c/o Roularta) 1731 Zellik NetCafé - Facts & Figures Tel : 02 / / Fax : 02 / /05/2006

5 Net Café «Facts & Figures» Bienvenue / Welcome Alain Heureux, Voorzitter IAB / Tagora 19:00 19:25 Investissements IAB / CIM 2005 reclamebestedingen Stéphanie Radochitzki, IAB / MediaContacts Cédric De Bleye, IAB / BEWEB 19:25 19:55 IAB - UBA Survey Adoption and attitudes towards e-marketing from an advertiser point of view Tim Duhamel, IAB / InSites Consulting 19:55 20:25 Conclusion / Besluit Alain Heureux, Voorzitter IAB / Tagora 20:25 20:30 Cocktail 20:30 21:30 Interactive Advertising Bureau Belgium v.z.w. / a.s.b.l. Z.1. Research Park 120 (c/o Roularta) 1731 Zellik NetCafé - Facts & Figures Tel : 02 / / Fax : 02 / /05/2006

6 Powered by our members 10 Advertising - AB Reclamebureau - Actel - activeidea - AdLink - After The Hype - Agency.com Brussels - Atmosphere BBDO - Barnes & Richardson - Be Media Groep - Beiersdorf - Belgacom - Belgacom Skynet - Best of Publishing - BEWEB - bseen.be -Bird & Bird - Cayman - Cegeka - Citibank Belgium - Citobi - Club Med - Concentra Media - Connexion - Creaxial - Cronos - Cyberwork - Daikin Europe -DataBase Management - De Persgroep - Dexia - D'Ieteren - Digimedia.be - DigiPoint - Digital Age Design - ebay - Ebuco - EDATIS - Editus Luxembourg - Electrabel - brokers - garage.com - Emakina - Epona - Ethias - Euro RSCG Interaction - Eucoprise - Eurostar Group - Eyeplay - Extenseo - e-zone - FastBridge - Fortis Bank - Glaverbel - Globesee.com - Google Benelux - Hi-Media Belgium - Hostbasket - ING - I.P.M. - I- consulting - i-merge - Incrowd - InSites - Isobar Belgium - Janssen- Cilag EMEA - Jona E-Publish - KIA Motors Belgium - Kinepolis Group - Kluwer / Pub - KOAN Legal Strategies - Kunstmaan - Les Editions de l'avenir - Lodestar - Loterie Nationale - Magnet Magazines - Media Contacts - MediaCom - Mediadis - Mediaedge:CIA (Outrider) - MediaXim - Media Marketing - MindShare - MInfo - Minoc Business Press - MM Seven O - Mobile Trend - Mobistar - MSN.be - MTV Networks - Nedstat Belgium - OgilvyInteractive worldwide - OMD Belgium - Optizen - OX2 - Paratel - Periflex - Pioneer Europe - Pixelis - Produpress - Promedia - Proximus - PSINet Belgium - Publicityweb - R.M.B. - Renault BeLux - Robert Half International Belgium - Roularta Media Group - RTBF - RTL Interaction / TVI- IPTV - Saatchi & Saatchi - Sanoma Mag. Belg. - SBS Belgium - SE- Marketing - SN Brussels Airlines - Snow -Space - Taatu - Tagora - Telenet - The Parking Lot - The Ring Ring Company - These Days - Total Belgium - Toyota Belgium - TradeDoubler Belgium - Trustmedia - U.C. / Axes2.com - Uchrony - Ulys - Unibet.com - Vizibel - VNU Business Publications - VUM E-media - Wegener DM - Winsome Benelux - ZenithOptimedia IAB-Belgium Online investments 2005 IAB / CIM Stéphanie Radochitzki, IAB / MediaContacts Cédric De Bleye, IAB / BEWEB Interactive Advertising Bureau Belgium v.z.w. / a.s.b.l. Z.1. Research Park 120 (c/o Roularta) 1731 Zellik NetCafé - Facts & Figures Tel : 02 / / Fax : 02 / /05/2006

7 IAB Belgium IAB NETCAFE «Facts & Figures» An IAB Research Workgroup initiative 04 May 2006 IAB Belgium Research Workgroup Stéphanie Radochitzki Media Contacts 1

8 IAB Belgium Workgroup s mission To provide reliable facts & figures to the market. IAB Belgium Workgroup s «products» IAB/CIM survey Vertical barometers e-cars, e-bank, e-beauty, e-travel, e-retail Research resource for other IAB Task forces 2

9 IAB Belgium Workgroup s team Stéphanie Radochitzki (Media Contacts) Vincent Delmotte (Publictyweb) Dirk Van den bosch (De Persgroep) Tim Duhamel (InSItes Consulting) Dries Claes (Skynet) Jean-Michel Depasse (MindShare m-one) Pierre Dubois (RTBF) An Haenen (RMB) Severine Van den Eeckhout (Hi-Media) Koen Lansloot (Medialogue) Elisabeth Vanderhasselt (MSN) IAB Belgium Next meeting Tuesday June 6 th 12h/14h 3

10 IAB Belgium IAB workgroups Research Stéphanie Radochitzki (Media Contacts) Efficiency Patricia Boydens (i-merge) Standardisation Gunter Blanckaert (MSN) Training Jean-Michel Depasse (MindShare) Laure-Emmuelle Nonnenmacher (Proximus) Legal Jan Decorte (KOAN) IAB Belgium JOIN US! 4

11 IAB Belgium IAB / CIM Online Advertising Expenditure 2005 Stéphanie Radochitzki - MediaContacts Cédric De Bleye - Beweb IAB / CIM Online Advertising Expenditure

12 Part 1 Global figures Growth : International comparison 2005 vs % 74% 46% 30% 35% UK France Netherland (Q1-Q3-05) US Belgium 6

13 Growth per quarter (mio ) +39% +34% +33% +44% Q1 Q2 Q3 Q4 Total 2005 without Google : 44 mio Global figure with Google estimate 55 mio Keyword estimate IAB study perimeter Q1 Q2 Q3 Q4 7

14 Seasonality janv-05 févr-05 mars-05 avr-05 mai-05 juin-05 juil-05 août-05 sept-05 oct-05 nov-05 déc-05 Number of advertisers per month Part 2 Formats & sites 8

15 Channels evolution Content integration has decreased % 22% 7% 2005 IAB 78% 10% 9% Google estimate 63% 8% 7% 21% Display Content Integration ing Newsletter Keyword Channels Display still dominates Keyword 21% Newsletter 1% ing 7% Content Integration 8% Display 63% Base : IAB Study + Keyword estimate 9

16 Split per type of site Other 29% TV-Radio 3% Newspaper 11% Magazine 6% Classified 3% TV-Radio 4% Newspaper 14% Search engine 21% Directories 1% Base : IAB Study + with Keyword estimate Portal 25% Other 37% Magazine 8% Classified 4% Directories 1% Portal 32% Base : IAB Study without Keyword estimate Online share of Ad investments Fair Share definition = Category Share of audience 7 days Cumulated shares (total cat.) 7 days Base : Investments - IAB Study + keyword estimate Audience CIM Metriweb Regular visitors 7 days 10

17 Part 3 Advertisers Top 100 advertisers who used Internet New in 2005: Club Med, La Redoute, Procter & Gamble 11

18 Split by Economical group Beauty 1% Health 1% Other 7% Clothes, Shoes 1% Retail 2% Culture, Tourisme, Leisure 28% Food & Drinks 4% House and office equipment 5% Telecom 12% Transports 14% Services 25% Base : IAB Study (no Keyword estimate) Zoom on sectors 5.8 Top 10 sectors % of investments Banks, Credit, Insurance Automotive Industry Media Publishing House and office equipment Other services Internet services Internet operator Mobile phone operator Dating club Fix lines operator Games, Lottery, Casino Regional Leisure Airlines Drinks Food Leisure services Retail Telecom Hardware Public Services - asbl Housing Base : IAB Study (no Keyword estimate) 12

19 Main sectors seasonality Bank & Insurance Auto Media Edition House & Office Equipment Operateurs Mobiles janv-05 févr-05 mars-05 avr-05 mai-05 juin-05 juil-05 août-05 sept-05 oct-05 nov-05 déc-05 Number of advertisers per month Base : IAB Study (no Keyword estimate) Channel use per eco group Newsletter ing Content Int 16% 2% 2% 13% 15% 2% 6% 14% 2% 8% 16% 9% 6% 5% 10% 5% 47% 8% 7% 35% 3% 3% 12% Display 81% 70% 74% 91% 75% 79% 48% 83% 62% 83% Transport Telecom Services Health Clothes House & Off Equt Retail Culture & Leisure Beauty Food Base : IAB Study (no Keyword estimate) 13

20 Campaign allocation by budget (number of campaigns) Average budget <3.5 K K K K K K K >150 K Base : 504 campaigns Source IAB Study Media Agencies Part 4 Internet vs other media 14

21 When do we use Media? Consumption Index All day Internet Magazines 4h 7h 10h 13h 16h 19h 22h 1h Consumption Index h 7h Morning Source : CIM Time budget study 2005 Newspaper Radio 10h 13h 16h 19h 22h 1h 4h 7h 10h Cinema TV Evening 13h 16h 19h 22h 1h Consumer behavior vs advertiser s behavior Share of media consumption Share of ad investments Radio 39% TV 27% Media Outdoor Movie Budget 2005 (Mio ) % 8.8% 1.2% Mag % Dailies % Magazines 7% Newspapers 8% Internet 19% Radio Web TV + Keyword s TOTAL , % 40.2% 2.2% 100% Source : EIAA oct 2004 Sources : online - IAB Study + Keyword estimate Off line CIM MDB

22 Online share versus offline share Online under use Base : online - IAB Study (no Keyword estimate), Off line CIM MDB 2005 Not online in

23 IAB Belgium IAB UBA Survey Adoption and attitudes towards e-marketing from an advertiser point of vue Tim Duhamel InSites Consulting IAB - UBA Survey Adoption and attitudes towards e-marketing from an advertiser point of view Tim Duhamel (0) Christophe Vergult (0) Tom De Ruyck (0)

24 Methods Methodology Subject: obtain insights into the attitude towards and adoption of online advertising within the group of traditional advertisers Target group: companies with experience in traditional advertising UBA members InSites panel members Largest research panel in Benelux ( ) Total response: 287 Filtered by advertising experience Analyses: In order to obtain a clear understanding in drivers and inhibitions of online marketing the analyse are split up into 3 different target groups Companies with experience in online advertising in 2005 Companies with minimum 1-time experience in online advertising (but not in 2005) Companies without online advertising experience Method: online questionnaire (Nl/Fr) with respondents responsible for making marketing decisions within their company TRY NON 18

25 Attitudes Online more and more mature Increasing integration within marketing actions & strategy Online offers advantages offline can not provide Often used as a (direct) response tool Conclusions attitudes towards online TRY Online as an integrated approach Increasing importance of online marketing and advertising Clear view on return NON Online as an integrated approach Increasing importance of online marketing and advertising More questions about return Few competitors are using online Market is not ready 19

26 Attitudes towards e-marketing Attitudes towards e-marketing (Top 2 on 7-point scale) Investing in online advertising has a clear return 4% 16% 36% Very few of our competitors use online advertising 44% 16% 16% Internet penetration amongst our (potential) customers is too low to justify online advertising 28% 0% 5% Our customers (our target audience) are not open to online advertising 26% 0% 3% Experienced Trie rs Non users The online market is obscure and lacks transparency 20

27 e-marketing in 2005 Let s have a look at the experienced advertiser Budget Percentage of online within total media budget between 0 and 1/10 58% between 1/10 and 1/3 25% between 1/3 and 1/2 12% 1/2 and more of budget 5% 21

28 e-campaigns in 2005 Type of online campaign used in ings 87% Display advertisements 87% Advertising in newsletters 71% Keyword buying in search engines 64% Content integration 60% Satisfaction Satisfcation with online advertising formats ings 6,63 Content integration 6,21 Keyword buying in search engines 6,16 Advertising in newsletters 5,88 Display advertisements 5,49 22

29 Marketing integration Integration of online within traditional campaigns All are integrated in a traditional campaign 20% Most campaigns are integrated 43% As many stand-alone as integrated campaigns 21% Most are stand-alone campaigns 9% All are stand-alone campaigns 7% Conclusions e-marketing in 2005 Budget is still limited compared to traditional budget However 1 out of 5 allocates more than 30% of their budget to online marketing A large variety of campaign types is used, but ing and display is the most common used with 9 out of 10 Overall satisfaction per campaign type is good More and more campaigns are integrated and cross-media 23

30 Allocation of e-budgets Partition of e-marketing budget in 2005 Production (of campaigns) 10% 21% 69% Website development and maintenance 7% 41% 52% Online media space 5% 33% 63% Online CRM actions 3% 31% 66% Search engine 13% 87% > 3/ 5 1/5-3/5 < 1/ 5 Outsourcing e-marketing? Who is providing the service? Website development and maintenance 51% 5% 30% 2% 11% 2% Online CRM actions ( ing, newsletters,...) 48% 10% 24% 7% 5% 7% Search engine optimisation (SEO) 29% 7% 33% 11% 16% 4% Purchase of online media space 24% 7% 13% 49% 2% 6% Production of advertising campaigns 23% 30% 28% 8% 5% 5% internal service traditional agency web agency media agency other don't Know 24

31 Conclusions e-marketing budgets in 2005 Budget allocation Some advertisers are spending a big part of the budget on production of campaigns For the development and maintenance of websites the largest budgets are allocated Search engine marketing is receiving a low part of the budget Outsourcing Half of the experienced are not outsourcing website development nor online CRM Production of campaigns traditional agency web agency Intentions for

32 Budget allocated for 2006? TRY Budget allocated for online advertising in 2006 NON Non experienced 20% 28% 35% 13% 4% Triers 4% 16% 24% 40% 16% certainly not probably not maybe probably certainly Will budgets increase? Change in overall online budget 2006 will increase more than 50% 1% will increase between 20 to 50% 16% will increase up to 20% 49% will remain unchanged 29% will drop by a maximum of 20% 4% will drop by 20 to 50% 1% will drop by more than 50% 0% 26

33 Type of campaigns in 2006 Intentions 2006 Top 2 boxes (5-point scale) TRY Content integration 18% 48% Keyword buying in search engines 21% 56% Display advertisements (banners, pop-ups, rich media e.g. advertisements with video, ) 24% 60% Advertising in newsletters 35% 61% ings 59% 72% Experienced Trie rs Budget per campaign Budget changes 2006 per media type (experienced only) Online CRM actions ( ing, newsletters,...) 7% 36% 56% Purchase of online media space 13% 31% 54% Website development and maintenance 9% 45% 45% Search engine optimisation (SEO) 13% 42% 41% Production of advertising campaigns 18% 43% 37% Will decrease Remains the same Will increase 27

34 Conclusions e-marketing budgets in 2005 Intentions Non experienced: 1 out of 5 have the intention to allocate budget for online Triers: 1 out of 2 have the same intention Experienced: budget will increase 2 out or 3 will increase budget with 20% or more Type of campaigns: Direct marketing Newsletters & Display Budget will increase in all types of campaigns CRM and online media space highest increases Questions & Remarks? Tim Duhamel - CEO +32 (0) Christophe Vergult Business unit manager Digital Marketing +32 (0) Tom De Ruyck - Consultant +32 (0)

35 IAB Belgium Q&A 29

36 Powered by our members 10 Advertising - AB Reclamebureau - Actel - activeidea - AdLink - After The Hype - Agency.com Brussels - Atmosphere BBDO - Barnes & Richardson - Be Media Groep - Beiersdorf - Belgacom - Belgacom Skynet - Best of Publishing - BEWEB - bseen.be -Bird & Bird - Cayman - Cegeka - Citibank Belgium - Citobi - Club Med - Concentra Media - Connexion - Creaxial - Cronos - Cyberwork - Daikin Europe -DataBase Management - De Persgroep - Dexia - D'Ieteren - Digimedia.be - DigiPoint - Digital Age Design - ebay - Ebuco - EDATIS - Editus Luxembourg - Electrabel - brokers - garage.com - Emakina - Epona - Ethias - Euro RSCG Interaction - Eucoprise - Eurostar Group - Eyeplay - Extenseo - e-zone - FastBridge - Fortis Bank - Glaverbel - Globesee.com - Google Benelux - Hi-Media Belgium - Hostbasket - ING - I.P.M. - I- consulting - i-merge - Incrowd - InSites - Isobar Belgium - Janssen- Cilag EMEA - Jona E-Publish - KIA Motors Belgium - Kinepolis Group - Kluwer / Pub - KOAN Legal Strategies - Kunstmaan - Les Editions de l'avenir - Lodestar - Loterie Nationale - Magnet Magazines - Media Contacts - MediaCom - Mediadis - Mediaedge:CIA (Outrider) - MediaXim - Media Marketing - MindShare - MInfo - Minoc Business Press - MM Seven O - Mobile Trend - Mobistar - MSN.be - MTV Networks - Nedstat Belgium - OgilvyInteractive worldwide - OMD Belgium - Optizen - OX2 - Paratel - Periflex - Pioneer Europe - Pixelis - Produpress - Promedia - Proximus - PSINet Belgium - Publicityweb - R.M.B. - Renault BeLux - Robert Half International Belgium - Roularta Media Group - RTBF - RTL Interaction / TVI- IPTV - Saatchi & Saatchi - Sanoma Mag. Belg. - SBS Belgium - SE- Marketing - SN Brussels Airlines - Snow -Space - Taatu - Tagora - Telenet - The Parking Lot - The Ring Ring Company - These Days - Total Belgium - Toyota Belgium - TradeDoubler Belgium - Trustmedia - U.C. / Axes2.com - Uchrony - Ulys - Unibet.com - Vizibel - VNU Business Publications - VUM E-media - Wegener DM - Winsome Benelux - ZenithOptimedia IAB-Belgium IAB - UBA Survey Adoption and attitudes towards e-marketing from an advertiser point of view Tim Duhamel, IAB / InSites Consulting Interactive Advertising Bureau Belgium v.z.w. / a.s.b.l. Z.1. Research Park 120 (c/o Roularta) 1731 Zellik NetCafé - Facts & Figures Tel : 02 / / Fax : 02 / /05/2006

37 IAB - UBA Survey Adoption and attitudes towards e-marketing from an advertiser point of view Tim Duhamel (0) Christophe Vergult (0) Tom De Ruyck (0) Methods

38 Methodology Subject: obtain insights into the attitude towards and adoption of online advertising within the group of traditional advertisers Target group: companies with experience in traditional advertising UBA members InSites panel members Largest research panel in Benelux ( ) Total response: 287 Filtered by advertising experience Analyses: In order to obtain a clear understanding in drivers and inhibitions of online marketing the analyse are split up into 3 different target groups Companies with experience in online advertising in 2005 Companies with minimum 1-time experience in online advertising (but not in 2005) Companies without online advertising experience Method: online questionnaire (Nl/Fr) with respondents responsible for making marketing decisions within their company TRY NON Attitudes Online more and more mature Increasing integration within marketing actions & strategy Online offers advantages offline can not provide Often used as a (direct) response tool

39 Conclusions attitudes towards online Online as an integrated approach Increasing importance of online marketing and advertising Clear view on return TRY Online as an integrated approach Increasing importance of online marketing and advertising More questions about return NON Few competitors are using online Market is not ready Target group not online Target group not open to online advertising BUT: online should be an integrated approach Attitudes towards e-marketing Attitudes towards e-marketing (Top 2 on 7-point scale) Investing in online advertising has a clear return 4% 16% 36% Very few of our competitors use online advertising 44% 16% 16% Internet penetration amongst our (potential) customers is too low to justify online advertising 28% 0% 5% Our customers (our target audience) are not open to online advertising 26% 0% 3% Experienced Trie rs Non users

40 The online market is obscure and lacks transparency e-marketing in 2005 Let s have a look at the experienced advertiser

41 Budget Percentage of online within total media budget between 0 and 1/10 58% between 1/10 and 1/3 25% between 1/3 and 1/2 12% 1/2 and more of budget 5% e-campaigns in 2005 Type of online campaign used in ings 87% Display advertisements 87% Advertising in newsletters 71% Keyword buying in search engines 64% Content integration 60%

42 Satisfaction Satisfcation with online advertising formats ings 6,63 Content integration 6,21 Keyword buying in search engines 6,16 Advertising in newsletters 5,88 Display advertisements 5,49 Marketing integration Integration of online within traditional campaigns All are integrated in a traditional campaign 20% Most campaigns are integrated 43% As many stand-alone as integrated campaigns 21% Most are stand-alone campaigns 9% All are stand-alone campaigns 7%

43 Conclusions e-marketing in 2005 Budget is still limited compared to traditional budget However 1 out of 5 allocates more than 30% of their budget to online marketing A large variety of campaign types is used, but ing and display is the most common used with 9 out of 10 Overall satisfaction per campaign type is good More and more campaigns are integrated and cross-media Allocation of e-budgets Partition of e-marketing budget in 2005 Production (of campaigns) 10% 21% 69% Website development and maintenance 7% 41% 52% Online media space 5% 33% 63% Online CRM actions 3% 31% 66% Search engine 13% 87% > 3/ 5 1/5-3/5 < 1/ 5

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