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2010.06 Internet advertising spending in Europe
 

2010.06 Internet advertising spending in Europe

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Interact Congress Barcelona 2010

Interact Congress Barcelona 2010
Branding Online: The Time Is Now

Internet advertising spending in Europe

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    2010.06 Internet advertising spending in Europe 2010.06 Internet advertising spending in Europe Presentation Transcript

    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Ad Ex 2009 Internet advertising spending in Europe
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Agenda •  Topline
figures
 •  Methodology
 •  Key
trends

    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Topline Figures
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 The Results 14.7 billion euros
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Key facts and figures •  €14.7bn
market
compared
to
€16.2bn
in
the
US
 •  Growing
+4.5%
like‐for‐like,
a
slow‐down
from
+20%
in
2008
 •  But
still
outperforming
all
other
media
categories
 •  Internet
now
contributes
18%
to
all
media
ad
spend

    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 A like-for-like growth rate of 4.5% •  At constant country sample (19 countries of 2008) •  At constant exchange rate Internet adspend in €bn 16 or-like ) 14.70 ike-f +4.5% (l 14 13.06 12 10 8 6 4 2 0 2008 2009
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Europe catches up with the US as the US market declined in 2009 Total online ad spend Europe vs. USA (€bn) 18 16.83 16.26 16 14.70 14 13.06 12 10 Europe 8 USA 6 4 2 0 2008 2009 Source for USA data: IAB/PWC
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Methodology
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Our European coverage now includes 23 countries Four new countries added in 2009 •  Austria •  Netherlands •  Belgium •  Norway •  Bulgaria* •  Poland •  Croatia •  Russia* •  Denmark •  Romania •  Finland •  Slovenia •  France •  Slovakia* •  Germany •  Spain •  Greece •  Sweden •  Hungary •  Switzerland* •  Italy •  Turkey •  UK *New in 2009
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Comparing “apples to apples” NET RATECARD GROSS Revenue Billed Campaigns x Revenue Billed No Agency commissions Ratecard
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Key challenges to ensure comparability •  Fair
Gross
value
 •  Category
representation

 •  Display
 •  Search
 •  Classifieds
&
Directories
 •  Other
 •  Exchange
rate
adjustments
at
a
constant
rate


    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Key Trends
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Formats: Search strengthens lead with 46% share 2009 internet adspend by segment 1% 30% Display 46% Classifieds/Directories Paid Search Other 23%
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Formats: Search drives growth during recession Growth of formats in 2009 (like-for-like) 12% 10.8% 10% 8% 6% 4.5% 4% 2% 0.3% 0% Display Classifieds Search Total -2% -1.4% -4% Note: Like-for-like growth is calculated excluding the new submissions (Bulgaria, Slovakia, Switzerland and Russia) for which no data was available in 2008.
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Formats: Search nears €7bn Internet adspend in €m 8,000 7,000 6,733 6,000 5,000 4,366 4,000 3,420 3,000 2,000 1,000 182 0 2009 Display Classifieds/Directories Search Other
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Markets: The top 6 countries make up 76% of the total Online ad spend by country 2008 vs. 2009 (€m) UK € 4,011 € 3,834 Germany € 3,092 € 2,939 France € 1,760 € 1,731 Italy € 849 € 798 Netherlands € 815 € 800 2009 Spain € 683 € 635 2008 Russia € 514 Sweden € 467 € 455 Norway € 401 € 390 Denmark € 384 € 374 €0 € 500 € 1,000 € 1,500 € 2,000 € 2,500 € 3,000 € 3,500 € 4,000 € 4,500
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Markets: contrasting trends among emerging markets Total growth by country from 2008 to 2009 20% 49% 15% 14% 13% 12% 10% 7% 7% 6% 5% 5% 4% 5% 3% 3% 2% 2% 2% 2% 1% 0% -3% -5% Poland Greece Austria Turkey Spain Hungary Italy Germany Belgium Finland UK Sweden France Netherlands Slovenia Norway Croatia Romania Denmark -5%
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Markets: contrasting trends among emerging markets Online adspend growth 2009 +10% and above +5% to +10% 0% to +5% -5% to 0%
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Market: Growth and maturity 48% 16% Greece Austria 14% Poland 12% Turkey Year-on-year growth 2009 10% Finland Germany Spain 8% Hungary UK Sweden Italy 6% Netherlands 4% Belgium Norway Slovenia 2% France 0% Denmark 0% 5% 10% 15% 20% 25% 30% 35% -2% Croatia Online Market Share* -4% Romania Slovakia -6% *Calculated using Screen Digest Advertising Intelligence data which incorporates TV, print, radio, outdoor and cinema advertising
    • BRANDING
ONLINE:
THE
TIME
IS
NOW
 2‐3
June
2010

 Thank you •  For
more
information
please
contact
Catherine
Borrel,
 research@iabeurope.eu