Day1 ad stream_1400_adex_results

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Day1 ad stream_1400_adex_results

  1. 1. TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA   Adex 2010Internet advertising spending in Europe (5th edition) Key findings
  2. 2. 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  
  3. 3. TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Methodology
  4. 4. TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Comparing “apples to apples” NET RATECARD GROSS Revenue Billed Campaigns x Revenue Billed No Agency commissions Ratecard
  5. 5. 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    
  6. 6. 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
  7. 7. TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA  Topline Figures
  8. 8. 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
  9. 9. 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%  
  10. 10. 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
  11. 11. 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  
  12. 12. TOGETHER  FOREVER?     ONLINE  +  TRADITIONAL  MEDIA   Key Trends(segments, markets)
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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%
  18. 18. 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
  19. 19. 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
  20. 20. 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

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