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 News From You
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Week ending April 16, 2016
Advertisers spent a record £8.61 billion on UK digital advertising in 2015 – up 16.4% – as ownership of internet devices increases, according to the latest Internet Advertising Bureau UK Digital Adspend report, conducted by PwC. The report is accompanied by online YouGov consumer data.
The 16.4% year-on-year rise in spend was the highest rate since 2008 (17.1%), as the number of internet-enabled devices per household increased 12% in a year to 8.3 per UK household. Connected TVs saw the biggest rise in ownership (27%) followed by smartphones (21%), whilst laptops (18%) outgrew tablets (16%). Smartphones are the most popular internet device (2.1 per household) followed by laptops (1.6) and tablets (1.4).
Fastest-growing digital ad formats
Mobile accounted for the vast majority (78%) of digital ad spend growth, increasing 60.3% year-on-year to £2.63bn – or 30.5% of all digital advertising.
Video ad spend, overall, grew 50.7% to £711 million whilst video spend on mobile alone increased by 98% to £353 million due to the increasing numbers of people watching video, TV and film on smartphones.
Content and native advertising spend – which includes ‘advertorials’ and ads in social media news feeds – increased by 49.9% to £776 million.
Ad spend on social media sites grew 45% to £1.25bn – now accounting for 41% of banner/video display ad spend. Over 71% of social media spend goes on mobile.
“The increasing array of devices people use to go online has helped digital ad spend hit another gear as advertisers look to reach them and time spent online increases,” says Tim Elkington, Chief Strategy Officer at the UK’s Internet Advertising Bureau. “Smartphones are the major driving force behind this, as people increasingly use them for activities they used to do on desktop, from searching and shopping to social and watching video.”
Majority of display now programmatic
Display ad spend rose 24.5% year-on-year to reach a 35% share (£3.03bn) of digital ad spend. The share traded programmatically rose from 47% in 2014 to 60% (£1.60bn) in 2015.
Direct sales – where ads are bought at fixed prices directly from media owners using manual processes – now represent just 37% of display ads (down from 47%) while ad networks make up the remaining 4%.
“We’re seeing a three-pronged change in media owner strategy when it comes to selling display ads,” says Dan Bunyan, Senior Manager at PwC. “There’s a shift in sales from networks to Real-Time-Bidding exchanges, a shift from direct to programmatic direct, and one from open to private market places. It’s almost gone full circle in terms of the desire for a more controlled environment to sell in. We predict programmatic will account for 80-90% of display ad sales by 2019.”
Consumer goods are biggest display advertisers
Consumer goods, such as food, toiletries and clothing, companies spent the most on banner and video display ads in 2015, responsible for 18% of spend, followed by travel & transport (13.4%) and retailers (13.3%).
Paid-for search grew 15.3% to £4.36bn – a 51% share of digital ad spend. Classifieds, including recruitment, property and automotive listings, grew 5.2% to £1.11bn (13% share).
Advertisers spend nearly another billion through ‘deal’ websites
In addition to the £8.61bn going on ad spend in 2015, advertisers spent a further £953 million to attract customers via activities on ‘deal’ websites such as price comparison, voucher, cashback, loyalty and product review sites.
Known as ‘online performance marketing’, 75% of adults online have undertaken at least one of the OPM activities listed in the last six months, with usage of price comparison sites (40%) the most popular activity, followed by entering a competition (35%) or using a voucher code site (26%).
Spend on OPM generated £17.7 billion in sales – a return of £13 for every £1 spent – equivalent to around 10% of all UK e-commerce retail sales and 1% of GDP.
The Board of Directors of RCS MediaGroup, held today chaired by Maurizio Costa, expressed its appreciation on the first 2016 results, which show a significant improvement compared with the results of the first quarter of 2015. Therefore the Board decide to examine the first quarter preliminary results before the Shareholders’ meeting called on April 28, 2016.
The Board of Directors examined the communication disclosed on April 8, 2016, by Cairo Communication pursuant to Article 102 of the Italian Consolidated Financial Act (the “Offeror Communication”) and shared the following preliminary remarks:
- The offer was not agreed with, or previously announced to, the Company;
- The target price of RCS as of April 8, 2016 resulting from the average of the evaluations made by the analysts which cover the Company is equal to Euro 0.81;
- The consideration offered entails a significant discount compared to the average share price of RCS MediaGroup related to the average share price of Cairo Communication calculated on a three, six and twelve month period;
- The average share prices of the Company in the last three months has been negatively affected by the announcement of the distribution of the shareholding held by FCA, as well as by the prolonged and still ongoing negotiation with the financing banks;
- It is difficult to assess the actual value of the offered consideration, as the amount of the newly issued shares servicing the offer would be approximately three times larger than the current free float of Cairo Communication shares.
The Board also underlined that the condition precedent under paragraph 1.3 let. (b) (ii) of the Offeror Communication affects the Company’s operations and could interfere with the ongoing negotiations with the financing banks. The Board also believed that the nature and the effect of the aforementioned condition precedent must be clarified, taking into account that the Company intends to continue the negotiations with the financing banks, with the aim at completing them shortly, considering (i) the interest of the Company in continuing such negotiations and (ii) that the terms and conditions of the renegotiation proposed by the Company are more favorable to the Company than those provided under the current financing agreement. The Board of Directors has communicated the information above to CONSOB.
Im 20. KEF-Bericht wird auch der Finanzbedarf von ARD und Deutschlandradio für den digitalen Hörfunk festgestellt. Dieser beträgt in der kommenden Beitragsperiode (2017 - 2020) trotz deutlicher Kürzungen für die ARD 89,4 Millionen Euro sowie 63,6 Millionen Euro für das Deutschlandradio. Mit der Anmeldung in 2019 fordert die KEF von ARD und Deutschlandradio die Erreichung bestimmter „Meilensteine“ wie etwa eine Entscheidung von Bund und Ländern zur Zukunft von UKW, die Publikation von DAB+-Nutzungszahlen mit einheitlicher Methodik sowie eine Steigerung der tatsächlichen Verbreitung von DAB+-Empfängern in Haushalten und Autos.
Klaus Schunk, Vorsitzender des Fachbereichs Radio und Audiodienste im VPRT: „Digitalradio ist weit mehr als nur DAB+. Insofern ist es richtig, wenn die KEF erhebliche Kürzungen vornimmt und die Freigabe von Mitteln an die tatsächliche Marktentwicklung von DAB+ knüpft, indem sie Meilensteine definiert.“ Die KEF schätzt in ihrem Bericht die Kosten des Projekts Digitaler Hörfunk seit dessen Start und im Falle einer Fortführung bis 2025 auf ca. 584 Millionen Euro. Schunk: „Der private Hörfunk muss den Herausforderungen der Digitalisierung aus dem Markt stemmen. Diese Summen verdeutlichen, dass hier ohne ein Finanzierungsmodell für die Privaten keine Chancengleichheit gegeben ist.“
Zur Forderung der KEF an die Politik, klare Rahmenbedingungen für die Einführung von DAB+ wie z. B. einen realistischen Abschaltzeitpunkt für UKW zu beschließen, ergänzt Schunk: „Ein Abschaltdatum ist keine Lösung und wird vom VPRT abgelehnt. Man kann einen Standard nicht politisch verordnen. Über seinen Erfolg entscheiden einzig die Hörer. Im Übrigen hindert niemand die Kollegen der ARD daran, ihre Programme nur noch über DAB+ auszustrahlen, statt umgekehrt Digitalprogramme auf UKW aufzuschalten. Hiermit könnten sie auch den Befürchtungen der KEF begegnen, einen unbefristeten Parallelbetrieb von UKW und DAB+ durch den Rundfunkbeitrag zu fördern.“
Schunk abschließend: „Die KEF hat Recht, dass dringend politische Entscheidungen erforderlich sind, damit das duale Radiosystem nicht zunehmend in Schieflage gerät.“ Zu diesen Maßnahmen zählt aus Sicht des VPRT u. a. die Harmonisierung der Werbezeiten aller ARD-Hörfunksender nach dem NDR-Modell sowie eine klare Begrenzung der ARD-Aktivitäten auf den Funktionsauftrag.
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