AD spending and new media Internet and Web measurement

AD Spending 2006-2010

USA Share of Ad Spending by Medium

16,00% 21,70% 12,40% 7,30% 4,90% 3,00% 2,80% 1,10% 6,50% 1,40% 0,80% 0,50% 0,20% 0,10% 2,40% 0,00% 25,50% Source: Nielsen-februar 2008

Network Television Cable Television Local Television National Magazines Internet Local Newspapers Syndicated Television Hyspanic Television Local Radio Outdoor National Newspapers National Sunday suplement Network Radio Coupons Local Magazines Local Sunday Suplement

Global advertising expenditure by medium (in US$ million)

In te rn et O ut do or 48,139 41,638 33,723 25,952 19,235 29,66 27,495 25,551 23,773 21,79 C in em a R ad io 2,332 2,097 1,909 1,799 1,723 39,221 37,542 36,305 35,191 34,16 Te le vi si on M ag az in es N ew sp ap .

0 192,165 182,37 169,903 161,714 151,143 60,922 58,31 56,133 54,471 52,576 132,118 128,41 124,88 123,547 118,803 50 100 150 200 2009 2008 2007 2006 2005 250

5% 0% 9%

2005

5% 6% 0% 30% 8% 6%

2006

29% 6% 0% 8%

2007

8% 28% 38% 6% 0% 8% 9% 38% 13% 38%

2008

27% 12% 13% 6% 0% 8% 10% 37%

2009

26% 38% 13% Newspapers Magazines T elevision Radio Cinema Outdoor Internet 12% Source: Zenith Optimedia

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

The ten fastest-growing ad markets

2009 vs 2006.

Growth (%) Serbia Quatar Kazakhstan Egypt UAE Russia Ukraine Moldova Belarus Romania 308.8

214.7

164.1

117.7

108.9

108.3

100.5

97.1

96.8

93.0

Serbia - Advertising expenditure by medium

2001-2006

180 160 140 120 100 80 60 40 20 0 TV Outdoor Print Radio Other

Source: AGB

Y2001 22 3 3 2 0 +67% Y2002 36 5 6 3 1 +30% Y2003 43 7 12 3 1 +23% Y2004 52 9 15 3 1 +19% Y2005 60 11 19 4 1 +21% Y2006 71 13 24 5 2

Region Internet usage- Advertising Expenditure

2007 Romania Bulgaria Serbia Croatia Number of inhabitants

21.623.849

7.690.000

7.397.651

4.437.460

Internet Users (in million)

5,0 1.8

1,4 1.5

Advertising expenditure (in million euro)

5,2 5.8

1,2 6,0

New Media Web Measurement

     

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 2007. 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 2007. ABC USA launched FAX Data Publication (Circulation+Visits+Readership) and ABC UK launched GPR (Integration of several data Circulation+Visits)

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.

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

What is measured?

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

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

ABC Srbija