> IN BRIEF
SENIOR SALES PEOPLE OPTIMISTIC ABOUT 2011 PROSPECTS
Bartley O'Connor, PwC Entertainment & Media practice; Suzanne McElligott, CEO, IAB Ireland; and Ann O'Connell, partner, PwC
Irish online adspend up 12pc
Online adspend in Ireland reached €53.9m in the first half of 2010, a 12pc increase from €48m in the same period in 2009, a new study from IAB Ireland and PwC reveals.
The study found that all online advertising formats saw increas- es in adspend. Advertising on social media sites contributed to the growth of display spend from a 26pc share in the first half of 2009 to 29pc in 2010. Paid-search advertising is continuing to perform strongly and accounted for 45pc of online adspend in H1 2010. Online classi- fied advertising again showed a strong performance with a 26pc of total adspend. “The double-digit growth in Irish online adspend is a recognition by advertisers of the impressive return on investment delivered by online advertising formats,” said Suzanne McElligott, chief execu- tive of IAB Ireland. “Our market is now really embracing the digi- tal opportunity. The H1 2010 growth rate of 12.3pc ranks Ireland as the fourth highest performer among IAB markets audited in this period.”
Ad expenditure in China to grow 14.6pc in 2010 – eMarketer
Advertising spend across all media in China is expected to grow 14.6pc to US$33.64bn in 2010, according to a new report from eMarketer, China Ad Spending Overview. A further growth of 14pc is forecast for next year, 19.8pc in 2012, 14.1pc in 2013, and 13.3pc the following year, to result in total advertising expenditure of US$59.38bn by 2014. Advertisers are expected to spend US$3.7bn on internet ads this year, up 37pc from US$2.7bn in 2009. By 2014, online advertising spending in China is expected to reach US$9.5bn. The report finds that while display advertising has a 48pc
share of the online ad market this year, search is driving much of the growth. As businesses like Baidu attract more marketers from China and overseas, spending on search ads this year is expected to grow 52.7pc to US$1.44bn. By 2014, search’s share of the overall market will grow to an estimated 44.5pc, up from 38pc this year. Online display advertising, meanwhile, will grow an estimated 34.2pc to US$1.78bn this year.
10 Marketing Age Volume 4 Issue 4 2010
Half of all senior sales professionals are expecting sales to be higher in 2011 than they were this year, according to a new survey of Sales Institute of Ireland members. According to the survey, 72pc of this year’s sales will come
from existing clients, compared with 28pc from new clients. The survey also found that 87pc of respondents said they use mobile email, while 85pc have found that remote access has had a positive impact on sales; 31pc of time is spent attending and commuting to and from customer meetings; the average sales cycle from initial contact to order is just over three and a half months and average debtor days are 58 days.
Carried out by Amárach Research, the survey’s findings
are based on feedback from 165 senior sales professionals working in Irish and foreign-owned organisations across a range of sectors.
Apple to roll out iAd in Europe from December
Apple has announced that it is expand- ing its iAd mobile advertising network to the UK and France this December, with Germany to follow in January. Brands that have so far signed up with iAd for the European launch include L’Oréal, Renault, Louis Vuitton, Nespresso, Perrier, Unilever, Citi, Evian, LG Display, AB InBev, Turkish Airlines and Absolute Radio. Announcing the move into Europe,
Apple said that iAd, which allows advertisers to reach iPhone and iPod touch users in their apps, signed on over half of the top 25 leading US national advertisers in its first four months. And the company noted that IDC has projected that it will have a 21pc share of US mobile display advertising revenue for 2010. “We’re thrilled to add leading global brands to the iAd Network in Europe and create even more great opportunities for develop- ers,” said Andy Miller, Apple’s vice-president of iAd. “In just four months, we’ve doubled the number of advertisers on the net- work and thousands of developers now have a valuable new source of revenue.”
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