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Day1 ad stream_1400_adex_results
 

Day1 ad stream_1400_adex_results

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    Day1 ad stream_1400_adex_results Day1 ad stream_1400_adex_results Presentation Transcript

    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA   Adex 2010Internet advertising spending in Europe (5th edition) Key findings
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Adex 2010: key findingsAgenda  •  Introduc<on  and  methodology  •  Top-­‐line  figures  •  Key  trends  Compiled  &  presented  by  •  Catherine  Borrel,  IAB  Europe  •  Vincent  Létang  &  Daniel  Knapp,  IHS  Screen  Digest  
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Methodology
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Comparing “apples to apples” NET RATECARD GROSS Revenue Billed Campaigns x Revenue Billed No Agency commissions Ratecard
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Key challenges to ensure comparability •  Fair  Gross  value   •  Category  representa<on     •  Display   •  Search   •  Classifieds  &  Directories   •  Other   •  Exchange  rate  adjustments  at  a  constant  rate   •  Introduc<on  of  mobile  display  and  mobile  search    
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Our coverage now includes 25 countries•  Austria •  Italy•  Belgium •  Netherlands•  Bulgaria •  Norway•  Czech Republic •  Poland•  Croatia •  Russia•  Denmark •  Romania•  Finland •  Slovenia•  France •  Slovakia•  Germany •  Spain•  Greece •  Sweden•  Hungary •  Switzerland•  Ireland •  Turkey •  UK
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Topline Figures
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Overall growth: 15.3%•  At constant country sample (25 countries of 2009 and 2010)•  At constant exchange rate Total online advertising (€bn) 20 18 16 14 12 10 2009 2010
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Key facts and figures•  A  €17.7bn  market  •  Internet  adver<sing  back  to  double-­‐digit  growth   –  Re-­‐accelera<ng  to  +15.3%  in  2010   –  2009:  +4.5%,  2008:  +20%  •  Internet  now  contributes  18%  to  all-­‐media  adspend  •  Online  Display  showing  the  strongest  growth:  +  21.3%  
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Europe continues to chase the US Total online advertising (€bn) 25 20 15 10 5 0 2009 2010 Europe US Constant exchange rate: average 2010: 1 EUR = 1.3279 USD
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Display drivers•  New  formats/placorms:  video,  social,  mobile  •  Innova<on  in  targe<ng,  audience  measurement  and  banner   formats  •  General  renaissance  of  branding  campaigns  and  display   media  
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA   Key Trends(segments, markets)
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Segments: display beats search growth in 2010… 25% 21.3% 20% 16.1% 15.3% 15% 10% 7.4% 5% 0% Display Search Classifieds & Grand total directories -5% 2009 2010
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  …but search remains the larger segment 9 €8,0bn 8 7 6 €5,8bn 5 €3,9bn 4 3 2 1 0 Display Search Classifieds & directories 2009 2010
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  …however, display increased its share to 33% Segment market shares (%) 100% 90% 21 23 80% 70% 60% 46 45 50% 40% 30% 20% 30 33 10% 0% 2009 2010 Display Search Classifieds/Directories Other
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Markets: The top 6 make 74% of total adspend Total online adspend in €m€ 6,000€ 5,000 € 4,770€ 4,000 € 3,630€ 3,000 € 1,883€ 2,000 € 1,004 € 1,007€ 1,000 € 687 € 814 € 435 € 521 € 565 €0 Denmark Norway Sweden Russia Spain Italy Netherlands France Germany UK
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Comparing Markets (1): CEE is catching up Total online advertising growth 2009 – 2010 (%)40%35%30%25%20%15%10%5%0%
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA   Comparing Markets (2): Display surges in East & West Online display advertising growth 2009 – 2010 (%)50%45%40%35%30%25%20%15%10%5%0% Slovenia Switzerland Ireland Romania Spain Russia Croatia Netherlands Austria Germany Belgium Bulgaria Denmark Slovakia Republic France Sweden Greece Poland Finland Italy Turkey UK Norway Hungary Czech
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Mobile display enters the mainstream Mobile display adspend in proportion of total display (%) 12% 11.4% 10% 8% 6% 4% 3.5% 3.1% 2.8% 2.8% 2% 0.7% 0% Finland Italy Spain Norway UK Hungary
    • TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA   Market: Growth and maturity 45% 40% Russia 35%Year-on-year growth 2009-2010 30% Turkey Romania Slovenia Switzerland 25% Greece Bulgaria Czech Republic Spain Italy Germany 20% Norway Austria Finland Croatia Hungary Denmark 15% Belgium Poland UK Netherlands Ireland 10% Slovakia Sweden France 5% 0% 0% 5% 10% 15% 20% 25% 30% 35% Online advertising market share *Calculated using WARC & IHS Screen Digest data