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Thursday, 3 May 2007

How big are we really?

Alain already wrote about this, but this week has been a very busy one for me and especially my team as we struggle to gather all the data necessary to answer a simple question. How big is this industry?

The question is of course a simple one and the answer should be too. But the path to this answer is a very difficult one. And not just because gathering the data in itself is a slow process. But there are a lot of things that need to be answered before that in order to get the right data. Let me just start with the first one. NET or GROSS.

Well in fact the question is not so Shakespeare-ian. The right question is: Net, Gross, Gross with volume discounts (or Gross Gross as we like to call it), Rate Card , and so on?. The fact is that different countries use different methodologies to establish the value of a market. And this is of course a big obstacle in trying to set a common denominator for the adspend across Europe. So there is not other way to set the market for the whole Europe but to try to estimate the differences between gross and net.

And this differences can be, believe me, very different by country to country. Luckily enough IAB Europe has a distinct advantage in this matter. People within the country organizations around Europe are the very people that know their online markets inside out. So estimating the differences between one and the other is much easier and precise. The other good part if it is that by doing that people in those markets and across Europe begin to gain an even more extensive knowledge of the other markets.

For comparison is always good. It tells you where you stand and where should you be in a few years time. And it brings people around the table once again. A thing that IAB Europe has always done and always will. :-)

1 comment:

Anonymous said...

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