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IAB Europe AdEx 2012

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Key numbers from the IAB Europe AdEx 2012 report. Context on http://www.conversionation.net.

Key numbers from the IAB Europe AdEx 2012 report. Context on http://www.conversionation.net.

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  • 1. Adex  2011  Online  adver0sing  in  Europe  (6th  edi0on)   Key  Findings  
  • 2. Adex  2011  Key  Findings   Agenda   •   Introduc7on  to  Methodology   •   Topline  figures   •   Format  and  regional  trends   •   Introduc7on  of  Video  and  Mobile  Adver7sing  figures  
  • 3. Methodology  
  • 4. GROSS NET RATECARD Revenue Billed CampaignsRevenue Billed No Agency x Ratecard commissions
  • 5. Key  adjustments  to  ensure  compa7bility   •   Fair  Gross  value   •   Category  representa7on   •   Display   •   Search   •   Classifieds  &  Directories   •   Other   •   Exchange  rate  adjustment  at  a  constant  rate    
  • 6. Adex  2011  coverage:  26  countries  •  Austria •  Netherlands•  Belgium •  Norway•  Bulgaria •  Poland•  Czech Republic •  Russia•  Croatia •  Romania•  Denmark •  Serbia*•  Finland •  Slovenia•  France •  Slovakia•  Germany •  Spain•  Greece •  Sweden•  Hungary •  Switzerland•  Ireland •  Turkey•  Italy •  UK
  • 7. Topline  Figures  
  • 8. €20.9  billion  
  • 9. Overall  growth:  14.4%    •   At  constant  country  sample  (26  countries  in  2010  and  2011)   •   At  constant  exchange  rate   Total  online  adver0sing  (€bn)   22   20   18   14.4%   16   14   12   10   2010   2011  
  • 10. Key  facts  and  figures:     •   A  €20.9bn  market   •   Double-­‐digit  growth  despite  tough  economic  condi7ons   o   2011  online  remains  strong  at  14.4%   o   2010:  15.3%;  2009:  4.5%   •   Search  reclaims  status  as  fastest-­‐growing  segment:  +17.9%   •   Internet  contributes  21.8%  to  all  media  spend  up  from  19.7%     •   Video  and  mobile  adver7sing  gain  leverage  
  • 11. Europe  crosses  the  €20bn  mark  despite  weak  event  year     Online  ad  spend  in  €bn  Europe  vs  US    30,0      24,5      25,0      20,1      20,9      20,0      18,3      15,0      10,0      5,0      -­‐         2010   2011   Europe   US   Constant exchange rate: average 2011: 1 EUR = 1.2938 USD
  • 12. Online  adver7sing  outperformed  weak  economy   Economic  and  ad  growth  2011   25%   19,7%   20%   14,4%   15%   11,5%   10%   9,1%   5,5%   5%   3,2%   3,6%   1,5%   1,3%   1,7%  0,8%   0%   WE   CEE   Total  Europe   -­‐1,0%   -­‐5%   GDP   Total  excl.  online   Online   Total  
  • 13. Key  trends  
  • 14. Search  and  Display  lead  market  to  double-­‐digit  growth           Year-­‐on-­‐year  growth  by  format   25%   21.3%   20%   17,9%   16.1%   15,3%   15.3%   14,4%   15%   10%   7.4%   5,7%   5%   0%   Search   Display   Classifieds  &  directories   Grand  total   2010   2011  
  • 15. Paid-­‐for  search  remains  the  largest  segment     Format  shares  of  online   100%   90%   20,9%   19,3%   80%   70%   60%   46,5%   45,1%   50%   40%   30%   20%   33,6% 33,4% 10%   0%   2010   2011   Others   Classifieds  &  Directories   Search   Display  
  • 16. Over  75%  of  European  revenue  generated  by  top  7         Total  online  ad  spend  (€m)   6.000   5.000   4.000   3.000   2.000   1.000   0  
  • 17. CEE  markets  grow  most  rapidly   Online  ad  growth  ranked  by  country  60%  50%  40%  30%  20%  10%   0%  
  • 18. Video  gains  leverage   •   €395.4  million  in  16  countries   •   8%  of  Display  is  Online  Video   •   Video  will  con7nue  to  increase  as  brand  adver7sing  moves  to  the  online  space Online  Video  Share  of  Display   12%   9,8%   9,7%   10%   8,5%   8,3%   7,5%   8%   6,5%   5,9%   5,8%   5,8%   6%   5,2%   4%   2%   0%  
  • 19. Mobile  approaching  2%  of  Display     Mobile  display  as  share  of  online  display  6%   5,3%  5%  4%   3,6%   3,6%  3%   2,3%   2,2%   2,2%   1,8%   1,7%   1,7%  2%   1,5%  1%   0,5%   0,4%  0%  
  • 20. Thank  You   For  more  informa7on  about  the  study  please  contact   Daniel  Knapp  at  daniel.knapp@ihs.com       For  press  inquiries  please  contact  Lucy  Green   lgreen@greenfieldscommunica7ons.com