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    Iab europe ad ex 2009 Iab europe ad ex 2009 Document Transcript

    • AdEx 2009 European online advertising expenditure Published September 2010
    • Contents Introduction 3 About this report 4 Executive summary 5 Europe and the US 6 23 European markets in perspective 7 Europe retrospective 8 Update on ‘10 before 10’ 10 Search top of the formats in 2009 11 Search 12 Classifieds 15 Display 17 Regional and country detail Western Europe 20 Central and Eastern Europe 23 Forecasting the European advertising market in 2009-2010 25 2010-2011 Forecast 25 Online TV advertising 27 Mobile advertising 29 Top 10 properties December 2009 30 Top 10 ad publisher sites by ad impressions 32 Internet penetration in Europe 34 Appendix i – Definition of formats 36 Appendix ii – Participating IABs 37 Appendix iii – Methodology and adjusted data 38 Appendix iv – Estimates and adjustments 39 Appendix v – Our research partners 40 Special thanks 41 IAB Europe AdEX 2009 Published September 2010 © IAB Europe
    • Introduction One thing the digital advertising industry cannot be accused of is My thanks to Catherine Borrel of IAB Europe and Vincent Létang and complacency: we devote a great deal of time, energy and money to Daniel Knapp of Screen Digest for presenting so clearly the data and continually challenging ourselves. As a young industry in a rapidly analysis of research covering 23 markets ranging from the mature moving environment, IAB Europe’s members know that if we don’t markets of the Nordic nations and Western Europe to the emerging adapt, we won’t survive. This year’s AdEx Europe Benchmark report markets in Eastern and Southern Europe. In addition to auditing the shows that our self-examination is paying off: in extremely difficult AdEx data, Screen Digest’s analysts have provided some forward economic times Europe’s online advertising market has continued to looking commentary and data that we hope you’ll find useful. I would grow and - what’s more - it was the only advertising format that also like to thank our members InSites Consulting, comScore and didn’t go backwards in 2009. The internet share of the total Nielsen Online for providing us with additional data for this report. advertising market approached 20%, almost doubling its slice of the market over two years. As the fourth issue of this report, IAB Europe is proud to acknowledge that our annual report has become essential reading for Search advertising once again led the field recording a 10.8% everyone connected to the digital advertising industry in markets increase on a like-for-like basis, a slowdown from the previous year throughout the world. We hope that once again you will find the data, but a notable achievement nonetheless. Display advertising was flat insight and forecasts in this report useful for your business. and even down in most mature markets. We took brand advertising as our theme for this year’s Interact Congress in Barcelona, We look forward to the next chapter! recognising the need to reinforce the message that brand advertising offers unique scope in creativity, innovation and engagement and it is Regards capable of delivering the enhanced measurement standards advertisers seek to justify more investment in campaigns. Pressure Alain Heureux on budgets had kept them relying on tried and tested formats, but the good news is that display is already sprouting the green shoots of recovery in the first quarter of 2010. Video on digital platforms combined with social media is capable of delivering reach and efficiency measures to challenge any traditional media. Growth in the most mature online ad markets UK, France, Germany, Netherlands, Spain and Italy - slowed to single digit rates, though Spain and Italy grew more as they started from a lower base. Growth in Spain was remarkable when compared to the collapse of its traditional advertising market at –23%. Only four markets posted double-digit growth in 2009: Greece, Austria, Poland and Turkey Alain Heureux IAB Europe President again starting from low bases. and CEO Our reach this year has expanded with Russia, Switzerland, Bulgaria and Slovakia joining the AdEx Europe Benchmark – we welcome them wholeheartedly as members and celebrate the fresh perspectives each one brings to the report. In addition, we received figures from Ireland - one of our newest IABs - once the AdEx research had been produced and released in June. We’re pleased to provide some Irish figures in this report, but you won’t see the numbers in the total figures for 2010. IAB Europe AdEX 2009 Published September 2010 © IAB Europe 3
    • About this report The sources of the online advertising spend data contained within this report are the annual industry benchmarking studies run by each national Interactive Advertising Bureau (IAB) in Europe. The national benchmarking studies represent the income of thousands of websites and online advertising businesses. The results reported are considered the closest measurement of online advertising revenues across Europe as the data is compiled directly by local IABs based on information supplied by companies selling advertising online. Only IABs that were able to provide 12 full months of advertising expenditure data are included. The data for this report is stated on the basis of actual gross income (the monies actually paid by the advertiser, including any agency commission). The report incorporated data from the following four online advertising sectors: w Display advertising w Search (pay per click fees) w Classifieds & Directories w Other IAB Europe in partnership with Screen Digest collates and aggregates the data and makes the adjustments necessary to enable the data to be comparable. More details of this process are provided in the Appendix. The result is comparable data based on actual revenues from across Europe. This is the fourth edition of the report, and therefore once again we are able to include year-on-year comparisons in the report for those countries that have participated for at least two years. Screen Digest does not audit the information or the data from local IABs and provides no opinion or other form of assurance with respect to the information. Only aggregate results are published and individual company information is held in strict confidence by the audit partners of local IAB studies. The figures featured in this report include data from 23 IABs. In addition we have figures for the Irish market detailed in the Appendix, however these were not published in time to be included in the main report IAB Europe AdEX 2009 Published September 2010 © IAB Europe 4
    • Executive summary European online advertising continued to grow in 2009, despite the 2009. Whilst the mature markets managed small growth despite the challenging economic climate that severely affected almost every impact of the economic climate, some of the markets in the CEE advertising market in the region. region experienced setbacks, with Romania, Slovakia and Croatia’s online advertising markets showing small declines of up to 5.5%. Total online advertising spend for the 23 countries under However the total advertising industries of these emerging markets measurement in the IAB Europe network reached €14.7 billion in the also suffered the greatest impact of the economic conditions with year. This represents a like-for-like growth of 4.5% on the 2008 overall declines of up to 33%, showing that the online industry was total of €13.2 billion. still well outperforming the other advertising channels in this region. The gap between the values of the online advertising markets in Search remains the leading format in Europe, driving growth in the Europe and the USA has continued to narrow, with the difference sector with a year-on-year growth rate of 10.8% taking it to €6.7 dropping from €3.7 billion in 2008 to €1.6 billion in 2009, reflecting billion; Display remains static with a growth of 0.3% at €4.4 billion; the strong performance of the European markets in difficult and Classifieds and Directories drop slightly, with a decline of -1.4% economic times. taking the total invested in this sector to €3.4 billion. The top six markets in Europe account for 76% of the total value of This report provides detailed analysis of what is happening in each of the market. Still at 64%, the share of the European online advertising the formats, along with forecasts based on the AdEx 2009 figures market attributed to the UK, Germany and France has not changed in from our research partner Screen Digest. Total online advertising 2008 & 2009 like-for-like growth of 4.5% €14.7 15 €13.2 12 Billion Euros 9 6 3 0 2008 2009 Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 5
    • Europe and the US Between 2008 and 2009 total US online advertising spend actually decreased from €16.8 to €16.3 billion, compared to the increase in Europe of €1.5 billion. Most European markets recorded stronger performance than the US between 2008 and 2009, with Croatia, Romania and Slovakia the only European markets to record a decline in spend during this time. Total online ad spend Europe vs USA 2008 & 2009 20 Europe USA €16.8 €16.3 €14.7 15 €13.2 Billion Euros 10 5 0 2008 2009 Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 6
    • The 23 European markets in perspective Once again, in 2009 the UK is the largest online advertising market in 27% of the overall online spend across Europe, followed by Germany Europe, with a spend of just over €4 billion. Germany and France are with 21% and France with 12%. Italy (6%), the Netherlands (6%) and the only other markets with spend of over a billion. Spain (5%) are the next largest markets in terms of spend, maintaining the same proportions they had in 2008. Each of these countries also recorded like-for-like growth in the region of 2-5% in Euro terms when compared to 2008 figures. Across the European markets covered in this report, online accounts for 16.5% of main media spend. However at country level this figure Looking at share of spend, UK once again dominates, representing ranged from 27.3% in the UK, down to 1.8% in Romania. Total by country 2008 and 2009 € 3,834 UK € 4,011 € 2,939 Germany € 3,092 € 1,731 France € 1,760 € 798 Italy € 849 € 800 Netherlands € 815 € 635 Spain € 683 € 455 Sweden € 467 € 390 Norway € 401 € 374 Denmark € 384 € 263 Poland € 296 € 280 Belgium € 293 € 200 Austria € 228 € 174 Finland € 182 € 108 Turkey € 120 € 79 Hungary € 85 € 46 Greece € 69 € 26 Slovakia € 24 2008 € 20 2009 Slovenia € 21 € 15 Croatia € 15 € 14 Romania € 13 0 1000 2000 3000 4000 5000 Source: IAB Europe/Screen Digest © Million Euros Only countries with 2 years of data shown Share of total spend by country Million Euros Italy €849 Netherlands €815 6% 6% Spain €683, 5% France €1,760 Russia €514, 3% 12% Sweden €467, 3% Norway €401, 3% Denmark €384, 3% Switzerland €355, 2% Poland €296, 2% Belgium €293, 2% Austria €228, 2% Finland €182, 1% Turkey €120, 1% Hungary €85, 1% Germany €3,092 Greece €69, 0% 21% Bulgaria €25, 0% Slovakia €24, 0% Slovenia €21, 0% Croatia €15, 0% Romania €13, 0% UK €4,011 27% Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 7
    • European online advertising industry grew 4.5% in 2009 Looking back over the past challenging year for the industry, the We have adjusted the 2008 results using 2009 exchange rates to growth of just 4.5% - compared to 20% in 2008 - reflects the provide like-for-like data for the country totals. The UK, Germany economic environment. At a country level the average growth rate and France are the only countries to break €1 billion in 2009 was just 6%. - a similar result to 2008. Emerging markets such as Romania, Croatia, Slovenia and Slovakia are small compared to the more Only four countries recorded double digit growth, with Greece being established markets like Spain and the Netherlands. the most impressive at 49%, followed by Austria (14%), Poland (13%) and Turkey (12%). At the other end of the scale, the online advertising markets in Croatia, Romania and Slovakia actually shrank in 2009. Growth by country from 2008 to 2009 49% 50 40 30 20 14% 13% 12% 10 7% 7% 6% Average 6% 5% 5% 4% 3% 3% 2% 2% 2% 2% 1% 0 -3% -5% -6% e ia ey y ly y e k s ia y ia ia ia ec str lan d rk ain gar Ita an um lan d UK en c ar d n a t an ak -10 e Sp gi ed an m lan ove or w oa ov Gr Au Po Tu H un er m Bel Fin Sw Fr en her Sl N Cr om Sl G D R et N Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 8
    • European online advertising industry grew 4.5% in 2009 Industry growth -the advertiser’s perspective Jef Vandecruys, Global Project Leader Digital Connection, Anheuser-Busch InBev "Digital advertising is capable of delivering not double, but triple digit growth if everyone can play their role to the best of their ability. In particular as an industry, we need to agree on our Key Performance Indicators, and to find a standardised way to measure online branding" Online advertising spend by country 2009 UK € 4011 Germany € 3092 France € 1760 Italy € 849 Netherlands € 815 Spain € 683 Russia € 514 Sweden € 467 Norway € 401 Denmark € 384 Switzerland € 355 Poland € 296 Belgium € 293 Austria € 228 Finland € 182 Turkey € 120 Hungary € 85 Greece € 69 Bulgaria € 25 Slovakia € 24 Slovenia € 21 Croatia € 15 Romania € 13 0 1000 2000 3000 4000 5000 Million Euros Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 9
    • 10 before 10 achieved In June 2008, Alain Heureux, President of IAB Europe predicted that These results highlight the growing importance of online as part of we were well on the way to achieving a major online advertising the advertising media mix. In fact in 2009 there are five countries - milestone, where online advertising in 10 European countries would Netherlands, Sweden, Norway, Denmark and the UK - where online account for at least 10% of overall ad spend by 2010. In spite of the represents at least 20% of the main media spend. Only eight countries challenging economic climate, in 2009 this target was surpassed with have an online advertising industry that constitutes less than 10% of 15 countries investing 10% or more of their main media spend on main media spend. online advertising. In 2008 nine countries met this benchmark, whilst in 2007 there were only seven. Spending on online advertising as a proportion of main media spend in 2009 UK 27.3% Denmark 25.5% Norway 23.4% Sweden 22.6% Netherlands 21.8% Germany 17.8% France 15.3% Switzerland 14.0% Finland 14.0% Poland 13.4% Spain 12.4% Russia 11.7% Belgium 10.6% Italy 10.3% Hungary 10.1% Turkey 9.2% Austria 7.5% Slovenia 6.7% Bulgaria 6.2% Croatia 6.2% Greece 4.1% Romania 1.8% % of main media spend Source: IAB Europe/WARC © WARC’s main media figures include spend on newspapers, magazines, TV, radio, cinema and outdoor advertising IAB Europe AdEX 2009 Published September 2010 © IAB Europe 10
    • Search remained resilient, but display under pressure in 2009 Search continued to grow in 2009, posting a 10.8% increase on a However, it still accounted for 30% of the European online market, like-for-like basis, although this was down from 26% growth the with a spend of €4.4bn across the 23 markets measured. previous year. In 2009 search accounted for 46% of online ad expenditure in the 23 markets measured, with a value of €6.7bn. Search outperformed display last year as the pressures of the economic conditions encouraged advertisers to focus on achieving Display advertising was flat overall (+0.3%) and was down in most return on investment through direct response formats at the expense mature markets: France (-6%), UK (-5%) and (Sweden -5%). of brand advertising. However as countries in the IAB Europe network are already reporting a recovery in online display in the first quarter of 2010 it seems that this trend was only temporary. In 2008 Classifieds & Directories enjoyed a healthy year-on-year Share of formats 2009 Million Euros growth of 17.4%, but this was not repeated in 2009, with the format actually shrinking in value by -1.4%. This slight decline was driven by the impact that the recession had on industry sectors that invest in Search Classifieds & €6,733, 46% classifieds: recruitment and real estate. However, Classifieds & Directories €3,420, 23% Directories still represented 23% of the ad spend and had a market value of €3.4bn. Other €182, 1% Display €4,011, 30% Source: IAB Europe/Screen Digest © Growth of formats 2008-2009 12 10.8% 10 8 6 4 2 0.3% 0 Search Display -1.4% -2 Classifieds & Directories Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 11
    • Search w Value €6.7 billion w Accounts for 46% of overall online spend w Total European like-for-like growth 10.8% w Top five countries in terms of value: UK, Germany, France, Netherlands, Spain w Top five countries in terms of growth: Greece, Croatia, Hungary, Denmark, Poland w Only two countries recorded a shrinking search sector in 2009: Slovakia and Slovenia. Search value and growth Growth 2008-2009 2009 Value 100 75 2500 50 Growth % 2000 Million Euros 1500 25 1000 0 500 0 -25 ia um ria tia ar k nd ce ny ece ry ly ds ay d ia ia ia ia in n d ey UK str i ga roa nm inla Fran rma e ga Ita lan w olan an uss vak ven Spa ede rlan urk Au Belg Bul Gr Hun r or m R C D e F G e he N P Ro Sl o Sl o Sw itze T et Sw N Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 12
    • Search Brand building and the media mix Laurent Delaporte, VP of Microsoft Advertising, EMEA Laurent is passionate about the role digital can play in building Today there’s a disconnect between the percentage of ad budgets brands “Online has a huge advantage over some traditional media in allocated to online marketing campaigns and the levels of consumers’ that it can drive sales and build brands simultaneously. Whilst sales online use. The mission – one that is totally possible and down to the oriented search and direct response activity will never be totally digital industry to embrace - is to understand how to combine digital superseded by brand building online, there will inevitably be a greater in the ad mix in the most appropriate way for each brand.” balance between the budgets allocated to each in the future. Search value by country 2008 and 2009 (all data adjusted to 2009 exchange rates) UK € 2,200 € 2,409 Germany € 1,328 € 1,461 France € 525 € 572 Netherlands € 400 € 410 Spain € 324 € 356 Italy € 285 € 316 Russia € 255 Denmark € 116 € 149 Sweden € 112 € 125 Belgium € 95 € 105 Norway € 78 € 96 Switzerland € 95 Finland € 85 € 93 € 65 Poland € 82 Austria € 60 € 75 € 43 Turkey € 54 Greece € 20 € 40 € 13 Hungary € 18 Bulgaria €7 €3 Croatia €5 €6 2008 Slovenia €4 €4 2009 Slovakia €4 Romania €1 0 500 1000 1500 2000 2500 Million Euros Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 13
    • Search Search growth by country 2008-2009 (all data adjusted to 2009 exchange rates) Greece 100.0% Croatia 66.2% Hungary 38.1% Denmark 27.9% Poland 25.8% Austria 25.3% Romania 24.8% Turkey 24.8% Norway 22.9% Sweden 11.4% Italy 11.0% Belgium 10.7% Finland 10.6% Germany 10.0% Spain 9.9% France 9.0% UK 8.1% Netherlands 2.5% Slovakia -6.7% Slovenia -19.5% -20 0 20 40 60 80 100 % Growth Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 14
    • Classifieds & Directories w Value €3.4 billion w Top five countries in terms of growth: Slovenia, Spain, Italy, w Accounts for 23% of overall online spend Slovakia, Sweden w Total European like-for-like growth -1.4% w Six countries had a shrinking classified sector in 2009: Croatia, w Top five countries in terms of value: UK, France, Germany, Italy, Denmark, Finland, UK, Germany, Belgium Netherlands Classifieds & directories value and growth 800 40 Growth 2008-2009 2009 Value 700 30 600 20 500 10 Million Euros Growth % 400 0 300 -10 200 -20 100 -30 0 -40 ia m ia ia ark nd ce ny ece ary aly ds ay nd nia ssia kia nia ain en nd key UK str iu gar oat l a an a e g It lan rw ola a a e Sp ed rla ur Au Belg Bul Cr enm Fin Fr erm Gr un r Ru lov lov D G H he No P Rom S S Sw itze T Net Sw Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 15
    • Classifieds & Directories Classifieds & directories value by country 2008-2009 UK € 802 € 760 France € 686 € 704 Germany € 656 € 637 Italy € 170 € 185 Netherlands € 171 € 175 Norway € 157 € 162 Sweden € 144 € 153 Switzerland € 136 Belgium € 108 € 107 Denmark € 128 € 92 Russia € 84 Poland € 45 € 47 € 46 Austria € 47 Spain € 40 € 45 Finland € 36 € 30 Turkey € 30 € 30 Hungary € 12 € 12 €5 Slovakia €5 Bulgaria €4 Croatia €7 2008 €4 €1 2009 Slovenia €1 Romania € 0.01 € 0.01 Greece 0 200 400 600 800 1000 Million Euros Source: IAB Europe/Screen Digest © Classifieds & directories growth by country 2008-2009 (all data adjusted to 2009 exchange rates) Slovenia 29.3% Spain 10.9% Italy 9.0% Slovakia 8.7% Sweden 6.7% Poland 5.5% Norway 3.0% France 2.7% Netherlands 2.1% Austria 0.6 % Romania 0.6 % Turkey 0.6 % Hungary 0% Belgium -0.7% Germany -2.9 % UK -5.3 % Finland -17.5 % Denmark -28.7 % Croatia -40.5 % -50 -40 -30 -20 -10 0 10 20 30 Growth % Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 16
    • Display w Value €4.4 billion w Accounts for 30% of overall online spend w Total European like-for-like growth 0.3% w Top five countries in terms of value: Germany, UK, France, Italy, Spain w Top five countries in terms of growth: Austria, Greece, Finland, Denmark, Poland w Seven countries had a shrinking display sector in 2009: Norway, Slovakia, France, Romania, Sweden, UK, Hungary. Display value and growth 1000 30 Growth 2008-2009 2009 Value 800 20 600 10 Million Euros Growth % 400 0 200 -10 0 -20 ia um ria tia ark nd ce ny ece ary aly ds ay nd nia ssia ain kia nia en nd key UK str i ga oa la an a e g It lan rw ola a Sp lova love wed zerla Tur Au Belg Bul Cr enm Fin Fr erm Gr un r Ru D G H he No P Ro m S S S it N et Sw Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 17
    • Display Brand building and your audience Tom Bowman, Vice President of Strategy & Operations for Global Advertising Sales at BBC Worldwide “Branding is a continuous task for marketers and the basic principles Publishers like BBC Worldwide are in the business of selling audience of marketing apply to campaigns online as well as offline. The brand and, in order to do this effectively, they need to understand attitudes manager of a sophisticated luxury brand for example will be looking to different devices (mobile, PC, games console) and then craft the to communicate that message online - and publishers need to be message to win attention. Successful online brand campaigns, as in aware of this. Some websites still don't understand this and clutter every other medium, rely on understanding the audience and their sites - big turn offs for advertisers and users alike” matching the advertiser, the brand and the message to it” Display value by country 2008 - 2009 Germany € 956 € 994 UK € 821 € 777 France € 482 € 453 Italy € 323 € 326 Spain € 270 € 278 Netherlands € 205 € 206 Sweden € 190 € 180 Russia € 174 Poland € 145 € 158 Denmark € 129 € 141 € 154 Norway € 137 Switzerland € 124 Austria € 91 € 103 Belgium € 77 € 81 Finland € 54 € 59 Hungary € 49 € 49 Turkey € 35 € 37 Greece € 26 € 29 Slovakia € 17 2008 € 15 Bulgaria 2009 € 14 Slovenia € 13 € 14 Romania € 13 € 12 Croatia €5 €6 0 200 400 600 800 1000 Million Euros Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 18
    • Display Display growth by country 2008 - 2009 (all data adjusted to 2009 exchange rates) Austria 13.4 % Greece 9.6 % Finland 9.4 % Denmark 9.4 % Poland 8.9 % Slovenia 8.6 % Croatia 6.2 % Turkey 5.0 % Belgium 4.5 % Germany 4.0 % Spain 3.1 % Italy 1.0 % Netherlands 0.2 % Hungary -0.047 % UK -5.3 % Sweden -5.4 % Romania -5.5 % France -6.0 % Slovakia -9.2 % Norway -11.1 % -12 -9 -6 -3 0 3 6 9 12 15 Growth % Source: IAB Europe/Screen Digest © Guy Phillipson, Chairman IAB Europe & CEO IAB UK “The advertising recession hit hard in 2009, with total UK media 5.3%. The star format was undoubtedly video advertising, which grew down 11.2%. Against this background, online display held up a staggering 140%. And with continued strong growth in social relatively well in the UK, recording its first ever annual decline at - media, the UK can look forward to a healthy overall increase in 2010” IAB Europe AdEX 2009 Published September 2010 © IAB Europe 19
    • Regional and country detail Western Europe Spend by format and by country: Western Europe 5000 Display Classifieds & Directories Search 4000 Other 3000 Million Euros 2000 1000 0 UK y ce ly ds ain en ay k d m ia d ce ar an lan lan Ita str iu lan an rw ed Sp nm ee rm lg Au er Fin Fr No Sw er Gr Be itz De Ge th Sw Ne Other €65.9 €30.8 €21.6 €24.5 €3.9 €9.1 €6.1 €2.5 €3.2 Search €2408.9 €1461.2 €572.0 €316.4 €410.0 €356.4 €124.7 €95.6 €148.9 €95.1 €104.7 €75.2 €93.5 €40.0 Classifieds €759.7 €636.5 €704.4 €185.3 €175.0 €44.7 €153.4 €161.7 €91.5 €136.4 €107.4 €46.6 €29.9 €0.0 Display €776.7 €993.9 €453.0 €326.0 €205.6 €278.3 €179.7 €137.2 €140.6 €123.9 €80.7 €103.0 €58.7 €28.5 Source: IAB Europe/Screen Digest © UK Germany The UK is the largest market by spend of the 23 countries covered in As was the case in 2008, Germany is the second largest market this report, with a value of just over €4 billion in 2009. The UK also overall. Germany has the most valuable display sector - worth €994 recorded the highest proportional spend for online - 27.3% of total million, however in terms of proportional spend, this only accounts main media spend. Search is the dominant category in the UK, for 32% of the overall online ad spend. Search is the dominant accounting for 60% of total online spend, and making the UK the category, with 47% of overall online spend, with Classifieds & country with the highest proportion of online ad spend in this category. Directories at 21%. The German online advertising market also The UK online advertising market managed a 3.2% like-for-like growth managed a small growth despite the fact that the advertising market when the rest of the advertising market saw a decline of -11.5% as a whole saw a decline of -9.3%, 2009 Online Ad Spend €4,011 m 2009 Online Ad Spend €3,092 m 2008-2009 online ad spend growth 3.2% 2008-2009 online ad spend growth 5.2% 2009 main media spend (WARC) €14,714 m 2009 main media spend (WARC) €17,391 m Online as a proportion of main media spend (WARC) 27.3% Online as a proportion of main media spend (WARC) 17.8% IAB Europe AdEX 2009 Published September 2010 © IAB Europe 20
    • Regional and country detail Western Europe France Spain France, along with Norway, has the largest classified market in terms Spain had the third highest proportional spend on Search in Europe, at of proportional spend (both 40%), and the second largest after the 52%. Display is the second largest category at 41%, whilst Classifieds UK in terms of spend (€704m). Search is the second most popular & Directories account for only 7% of online spend. Growth was just category at 32%, followed by Display at 26%. The online advertising above average at 7.1% and achieved when the advertising market as a market in France managed a small growth despite the fact that the whole saw a decline of -20%. As online still only accounts for 12.4% advertising market as a whole saw a decline of -12.5% of main media spend there is still room for strong growth. 2009 Online Ad Spend €1,760 m 2009 Online Ad Spend €683 m 2008-2009 online ad spend growth 2.2% 2008-2009 online ad spend growth 7.1% 2009 main media spend (WARC) €11,525 m 2009 main media spend (WARC) €5,502 m Online as a proportion of main media spend (WARC) 15.3% Online as a proportion of main media spend (WARC) 12.4% Italy Sweden Italy is the fourth largest market in Europe, maintaining its position At 22.6% Sweden has the third highest proportion of online spend as from 2008. Display is the dominant sector, but only by 1% in part of the overall main media mix. Display accounts for 38% of proportional spend terms accounting for 38% of the spend compared spend, followed by Classifieds & Directories (33%) and Search (27%). to Search on 37%. Classifieds & Directories come a distant third at The modest growth of 2.7% in online advertising was achieved in a 22%. However as online still represents only 10.3% of main media year where the advertising market as a whole saw a decline of -13.4%. spend, considerably below many other Western European markets, there is still room for industry growth in the near future. 2009 Online Ad Spend €467 m 2008-2009 online ad spend growth 2.7% 2009 Online Ad Spend €849 m 2009 main media spend (WARC) €2,069 m 2008-2009 online ad spend growth 6.4% Online as a proportion of main media spend (WARC) 23% 2009 main media spend (WARC) €8,259 m Online as a proportion of main media spend (WARC) 10.3% Norway Norway has the second highest proportion of main media spend Netherlands devoted to online - 23.4%. The majority of spend, 40%, goes on The Netherlands is the fifth largest market in terms of spend. As one Classifieds & Directories. This is the highest proportion in Europe, a of the most mature European markets, the Netherlands saw little position shared with France where 40% of spend also goes towards growth in online advertising spend in 2009 - just 1.8%. This was Classifieds & Directories. Display represents 34% of online spend in achieved despite the advertising market as a whole declining by -13.1% Norway, while Search accounts for just 24%. in the same period. Search is the predominant category, accounting for 50% of spend, followed by Display (25%) and Classifieds & 2009 Online Ad Spend €401 m Directories (21%). 21.8% of the Netherlands main media spend goes 2008-2009 online ad spend growth 1.4% towards online, which is the fifth largest proportion in Europe. 2009 main media spend (WARC) €1,714 m Online as a proportion of main media spend (WARC) 23.4% 2009 Online Ad Spend €815 m 2008-2009 online ad spend growth 1.8% 2009 main media spend (WARC) €3,746 m Online as a proportion of main media spend (WARC) 21.8% IAB Europe AdEX 2009 Published September 2010 © IAB Europe 21
    • Regional and country detail Western Europe Denmark Finland One quarter of Denmark's main media spend goes to online - the The Finnish online advertising market is worth €182 million in 2009, second highest proportion in Europe. Search accounts for 39% of which represents14% of main media spend. Search represents 51% of spend, closely followed by Display (37%), with Classifieds & online spend, followed by Display (32%) and Classifieds & Directories Directories on 22%. (16%). 2009 Online Ad Spend €384 m 2009 Online Ad Spend €182 m 2008-2009 online ad spend growth 2% 2008-2009 online ad spend growth 4.4% 2009 main media spend (WARC) €1,507 2009 main media spend (WARC) €1,296 m Online as a proportion of main media spend (WARC) 25.5% Online as a proportion of main media spend (WARC) 14% Switzerland Ireland Switzerland is a new market for this report, so no growth figures are Ireland is the second smallest market in Western Europe, worth available. The Classifieds & Directories market accounts for 38% of €97.2 million in 2009. Search represents 46% of online spend, total online spend, the second highest proportion in Europe. Display followed by Classifieds & Directories (27%) and Display (26%). This is accounts for 35%, and search 27%. the first year that data from Ireland has been included in the AdEx report, so there is no growth data available. There is no WARC data 2009 Online Ad Spend €355 m available for Ireland. The data from Ireland was received after initial 2009 main media spend (WARC) €2,531 m publication, and is therefore not included in the other calculations in Online as a proportion of main media spend (WARC) 14% this report. 2009 Online Ad Spend €97.2 m Belgium Belgium devotes 10.6% of main media spend to online. Classifieds & Directories account for 37%, Search 36% and Display 28%. Greece Greece was the fastest growing market in Europe in 2009 by a 2009 Online Ad Spend €293 m considerable margin, recording an increase of 48.9%, although the 2008-2009 online ad spend growth 4.6% overall market value is small, and online represents only 4.1% of main media spend. Greece is the only European market that recorded 2009 main media spend (WARC) €2,753 m no spend on Classifieds & Directories in 2009, instead spending 58% Online as a proportion of main media spend (WARC) 10.6% on Search and 42% on Display advertising. Austria 2009 Online Ad Spend €69 m Although Austria recorded the best growth rate in Western Europe, and 2008-2009 online ad spend growth 48.9% the second highest growth rate overall (14%), online still only accounts 2009 main media spend (WARC) €1,654 for 7.5% of main media spend. Display is the dominant format (40%), Online as a proportion of main media spend (WARC) 4.1% followed by Search (33%) and Classifieds & Directories (20%). 2009 Online Ad Spend €228 m 2008-2009 online ad spend growth 14% 2009 main media spend (WARC) €3,039 m Online as a proportion of main media spend (WARC) 7.5% IAB Europe AdEX 2009 Published September 2010 © IAB Europe 22
    • Regional and country detail Central and Eastern Europe Spend by format and by country: Central and Eastern Europe 600 Display Classifieds & Directories Search 500 Other 400 Million Euros 300 200 100 0 a d ey y ia kia a tia ia ar ssi ni lan ar an rk oa va ve ng Ru lg m Tu Po Cr Slo Slo Bu Hu Ro Other €8.4 €4.7 €0.9 €0.2 Search €255.5 €82.4 €53.8 €18.5 €6.6 €3.8 €4.5 €5.0 €0.6 Classifieds €84.2 €47.0 €29.8 €12.4 €4.0 €5.2 €1.2 €4.0 €0.01 Display €174.1 €158.4 €36.8 €49.1 €14.0 €15.3 €14.0 €5.7 €12.3 Source: IAB Europe/Screen Digest © Although overall online ad spend is low in this region compared to Western Europe, three of the four fastest growing online markets all come from this region - Greece, Turkey and Poland. Russia Poland Russia makes its first appearance in this year's report, so no growth The Polish online market had the third highest growth rate in 2009 of data is available. Russia is the largest CEE market, worth €514 12.7%, and online also accounts for 13.4% of main media spend - million. Online also represents 11.7% of main media spend - a figure comparable to some markets in Western Europe. Display is by far the higher than some more established markets such as Belgium and most popular category, accounting for 53% of online spend, followed Italy. Search accounts for half of Russia's online ad spend, followed at a distance by Search (28%) and Classifieds & Directories (16%). by Display (34%) and Classifieds & Directories (16%). 2009 Online Ad Spend €514 m 2009 Online Ad Spend €296 m 2009 main media spend (WARC) €4,405 m 2008-2009 online ad spend growth 12.7% Online as a proportion of main media spend (WARC) 11.7% 2009 main media spend (WARC) €2,210 m Online as a proportion of main media spend (WARC) 13.4% IAB Europe AdEX 2009 Published September 2010 © IAB Europe 23
    • Regional and country detail Central and Eastern Europe Turkey Slovenia Turkey was the fourth fastest growing market in Europe in 2009, Slovenia is the third smallest online advertising market in Europe, with a growth rate of 11.7%, and online already represents 9.2% of and the only one of these three markets to record growth, albeit only main media spend. Search accounts for 45% of online spend, followed of 1.6%. Proportionally it has the second largest Display market, at by Display (31%) and Classifieds & Directories (25%). 68% of online spend. Search accounts for 22% of spend, and Classifieds & Directories just 6%. 2009 Online Ad Spend €120 m 2008-2009 online ad spend growth 11.7% 2009 Online Ad Spend €21 m 2009 main media spend (WARC) €1,313 m 2008-2009 online ad spend growth 1.6% Online as a proportion of main media spend (WARC) 9.2% 2009 main media spend (WARC) €305 m Online as a proportion of main media spend (WARC) 6.7% Hungary Although the online advertising market in Hungary is one of the Croatia smallest in Europe, the market value of €85 represents 10.1% of main The value of the online advertising market in Croatia fell by 2.7% in media spend. The market grew at just over the European average rate 2009, making it the second smallest market in Europe. However there in 2009. 58% of online spend goes to Display advertising, followed at is a reasonable balance between formats with 39% spent on Display, some distance by Search (22%) and Classifieds & Directories (15%). 34% on Search and 29% on Classifieds & Directories. 2009 Online Ad Spend €85 m 2009 Online Ad Spend €15 m 2008-2009 online ad spend growth 6.8% 2008-2009 online ad spend growth -2.7% 2009 main media spend (WARC) €843 m 2009 main media spend (WARC) €239 m Online as a proportion of main media spend (WARC) 10.1% Online as a proportion of main media spend (WARC) 6.2% Bulgaria Romania This is the first year Bulgaria has appeared in this report, so no trend Romania is the smallest online advertising market in Europe, with data is available. Online ad spend in Bulgaria accounts for just 6.2% of just €13 million, representing a decline of 4.5% since 2008. It also main media spend. Display is the dominant format, accounting for 57% has the smallest proportion of main media spend devoted to online, of spend, followed by Search (27%) and Classifieds & Directories (16%). just 1.8%. Romania has the highest proportional spend on Display in Europe, accounting for 94% of the total market. Search accounts for 2009 Online Ad Spend €25 m 4% and Classifieds & Directories just 0.1%. 2009 main media spend (WARC) €395 Online as a proportion of main media spend (WARC) 6.2% 2009 Online Ad Spend €13 m 2008-2009 online ad spend growth -4.5% 2009 main media spend (WARC) €710 m Slovakia At -5.5% Slovakia recorded the largest decline in online ad spend in Online as a proportion of main media spend (WARC) 1.8% 2009. However, online still outperformed the advertising market as a whole, which declined by -32.7% in the same period. The majority of online ad spend went towards Display (63%), followed by Classifieds & Directories (21%) and Search (15%). 2009 Online Ad Spend €24 m 2008-2009 online ad spend growth -5.5% IAB Europe AdEX 2009 Published September 2010 © IAB Europe 24
    • Forecasting the European Market Display bounces back Screen Digest expects online advertising to resume double-digit growth in 2010 and 2011 By Vincent Létang and Daniel Knapp, senior analysts, advertising research Following the 2009 recession, the advertising market is recovering across However, even in the most mature Western European markets like the UK, Europe, and across most media categories. Screen Digest is forecasting Sweden or Germany, online advertising is set to outperform the overall Western Europe to grow by 3.7% for all media ad spend while Central and advertising markets. In Germany, online advertising will grow by 9.5% in Eastern European markets will see an aggregate growth of 5%. 2010 whereas the overall advertising market will post a 3.2% increase. As for online advertising, recovery means re-acceleration from 4.5% Online advertising trends are not just an East-West affair. There are growth in 2009 to 10.8% in 2010, outperforming all other media significant contrasts within the Big Five European advertising markets categories once again, although the gap in growth rates is narrowing. This (France, Germany, Italy, Spain, UK). Online advertising still commands a is the consequence of maturity of online and the fact that television is relatively low market share in Italy and Spain, allowing these markets to bouncing back strongly this year, driven by the World Cup and the grow double-digit in 2010 and beyond as the budget migration from other historically cheap rates reached at the end of last year. media to online is still in full swing. Online advertising growth will be particularly strong in Central and In terms of segments, paid-for search is still driving digital advertising, Eastern Europe. In this region, a combination of expanding broadband with double-digit growth in most of Europe, where advertisers of all sizes infrastructure, improved audience measurement and low basis in terms of and categories are valuing it as an effective and cost-efficient online ad spend per capita €3 compared to €34 in Western Europe leaves a communication channel. Google reported UK revenues up 17% year-on- lot of room for growth. year like-for-like in the first half of 2010, while ‘rest-of-the world’ Online advertising growth by format Europe 20 2009 2010 15.1% 2011 15 12.9% 10.8% 10.8% 10.1% 10 9.5% 7.9% 6.0% 4.9% 5 4.5% 0.3% 0 -1.4% Total online advertising Display Search Classifieds & Directories Source: IAB Europe/Screen Digest © -5 IAB Europe AdEX 2009 Published September 2010 © IAB Europe 25
    • Forecasting the European Market revenues were up 24%. Although we believe Google’s display formats and increased prices in each format, but by the fact that the market’s centre revenues, non-European markets have grown even more strongly, Screen of gravity is drifting towards higher-value formats like video, mobile, Digest modelling suggests 2010 growth for paid-for search will be special high visibility banner formats and sponsorship. Network between 10% and 30% in continental Europe, and around 13% in the UK, consolidation is also happening in most territories. It is welcomed by the despite the fact that the UK is one of the world’s most saturated search buying side, which likes to see fragmentation and transaction costs going market. Alongside Central and Eastern Europe, we expect Scandinavian down and generating economies of scale in trading. Ad exchanges are countries to experience the highest growth rates in search in the mid- coming of age as the next step in display trading. term. In Scandinavia, strong online directories from the pre-Google era have long hindered the rapid uptake of search advertising, but budgets are But traditional, CPM-based display still has room for growth, as many increasingly migrating from directories to search. mainstream advertisers, for instance in FMCG who had delayed or slowed down their display uptake in 2009, are returning strongly this year. They However the main feature of internet advertising this year and next is are further encouraged by the widespread availability of video inventory, probably the perspective of renewed online display growth after a severe most notably catch-up pre-rolls which are often planned alongside slowdown in 2009. This is part of a general return to brand advertising, broadcast TV, and the shift of video sharing sites towards professional also benefitting television and outdoor in particular, after almost two content consumption. years of focusing on traffic and direct, ROI-oriented short term marketing. Although CPMs and CPCs are flat or still going down in most In 2010-2011, many mainstream global advertisers are also gearing up format categories, many publishers are successful in limiting the erosion their use of social media, acknowledging user-friendly buying mechanisms of ‘premium’ CPMs, while ‘remnant’ inventory is increasingly sold using and the fact that 500 million Facebook users cannot be ignored by any targeting technologies that make it cost-efficient and attractive for some global brand. The 2010 FIFA World Cup was also the first time the internet categories of advertisers. Revenue growth is thus not generated by played a massive role in global campaign alongside television. Total online advertising growth by country 2009 20 2010 2011 17.5% 15 13.6% 12.3% 12.0% 11.5% 10 9.5% 9.5% 7.7% 7.5% 7.1% 7.1% 6.4% 5.2% 5 3.2% 2.2% 0 France Germany Italy Spain UK Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 26
    • Forecasting the European Market Broadcasters drive growth in online TV ad revenue By Marie Bloomfield, analyst, broadband media Online video consumption in Western Europe is dominated by user- The UK was the biggest contributor in 2009, accounting for 45% of generated content (UGC) but professionally produced content offers online TV ad revenue in the big five, reflecting that online TV much better opportunities for monetisation. Consequently, online TV services from the major commercial broadcasters are now well accounts for a disproportionately high share of revenue: in the ‘big established. However, it is worth noting that online TV consumption five’ European territories – France, Germany, Italy, Spain and the UK remains well below traditional TV – in 2009 the average weekly – online TV represented 64% of online video revenue in 2009 despite traditional TV viewing per capita in the UK was around 26 hours only amounting to 7% of total online video streams/downloads. according to BARB, compared with just 0.6 hours for online TV and UGC combined. Online TV advertising revenues (€m) 2009 2010 96.2 100 80 60.7 60 50.0 48.0 48.4 40 35.6 28.3 20 9.2 4.9 5.7 0 France Germany Italy Spain UK Source: Screen Digest and comScore Advertising is the prevailing business model in the online TV market, As well as distributing content on their own ad-supported services, generating 67% of revenue, which is indicative of efforts by two of the UK broadcasters are making full-length programmes commercial broadcasters in Europe to extend their traditional available via YouTube to find a wider audience for their content. business online by offering programming on a ‘catch-up’ basis after Under these affiliate deals, the broadcasters maintain control of ad linear transmission. In 2009 revenue from online TV advertising sales to avoid competing on inventory for the same content and almost doubled in the big five reaching €252m, up from €136m in eroding CPMs. 2008, with broadcasters – having access to the catch-up TV content that drives consumption and being able to leverage existing European broadcasters are also extending the reach of their ad- relationships with advertisers – accounting for the lion’s share (73% supported content across internet-connected living room devices, in 2009). agreeing deals with consumer electronics manufacturers to make their content available over-the-top (OTT) to TVs, Blu-ray players IAB Europe AdEX 2009 Published September 2010 © IAB Europe 27
    • Forecasting the European Market and games consoles. Well ahead of their US counterparts, eight major There are no equivalent propositions in Southern Europe, where broadcasters in the big five had agreed deals with third party vendors broadcasters have generally been slower to launch expansive ad- to ‘carry’ their free-to-view online TV content before the start of supported online TV services. Consequently, Spain and Italy generated 2010; and they have recently been joined by ProSieben. Of the US comparatively little online TV advertising revenue in 2009. However, broadcasters, only CBS has adopted a similar approach. By contrast the Italian market is expected to grow significantly year-on-year in Hulu, online TV joint venture from ABC, Fox and Disney, announced in 2010 due in large part to Mediaset. Despite only launching its catch- July 2010 that it will be available via a range of connected devices up service in January 2010, the broadcaster has already pulled ahead but only for users paying a monthly fee. of its rivals in terms of monetisation of online video thanks to a relatively high ad load for long-form content; three pre-rolls and two In addition, broadcasters in Europe are collaborating to launch their to three mid-rolls every 20 minutes. own device-based platforms for online TV to boost consumption of the ad-supported content they offer online. In the UK, all four of the major In Spain, where the advertising crisis has hobbled the emerging local broadcasters are also investing in hybrid DTT/OTT initiative online TV business, ad loads are often much lower – a single pre-roll Project Canvas, a joint venture that aims to launch a platform for per TV show, if any. However, as the advertising market recovers it is online TV content and linear channels in 2011. Five was also an early anticipated that ad loads will increase and online TV CPMs are actually partner but recently pulled out. While in Germany, RTL and ProSieben expected to rise heading into 2011 while they decline in the rest of have announced plans to launch an open platform for online TV, the big five European territories. offering a single point of access on the web for broadcaster catch-up programming. Separately, several German and French broadcasters are engaged with Hbb TV, intended to harmonise broadcast and broadband content delivery to the living room. Online TV advertising revenues as a share of online and TV ad spend 2009 8 7.6% Share of online ad spend 7 Share of TV ad spend 6.2% 6 5 4 3.6% 3 1.9% 1.8% 1.8% 2 1.0% 0.9% 1 0.1% 0.2% 0 France Germany Italy Spain UK Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 28
    • Forecasting the European Market Mobile advertising comes of age By Julien Theys, senior analyst, mobile media The past 12 months have paved the way for a maturing period in has trouble exiting the lucrative messaging ditch it carved for itself; mobile advertising. Can everyone win? LG and Samsung will play it safe with multiple operating systems; and as for Microsoft and Palm/HP, 2010 is about restructuring an offer If there were any doubts last year about the strategic importance of rather than a power demonstration. mobile in the future of advertising, they were most likely wiped clean after the market events of the past 12 months. Operator’s practices with data charging must also be kept in check to avoid bill shock. Operators still have to deal with the schizophrenia of After an important peak in funding in 2008, 2009 was more about offering powerful advertising solutions and respecting the users’ venture exits and bigger players making their moves. Between July 2009 permissions/privacy/preferences. With search firmly within the and June 2010, mobile advertising saw at least 28 acquisition deals, grasp of online incumbents and display following the same path, twice the number of deals for the previous 12 months. If Google messaging remains a great opportunity for operators. However they (AdMob) and Apple (Quattro Wireless) stood out, we should also need to work on allowing their inventories to open up, since mention companies such as Orange (Unanimis), Nokia (Acuity Mobile) or advertisers usually avoid dealing with operator fragmentation. In this Velti (Media Cannon) who were active and will likely continue to be so. light, infrastructure vendors might have a substantial opportunity if they offer operators the right tools. The consolidation in mobile advertising essentially underlines a path towards maturity for mobile advertising. Despite its small size (IAB The year ahead promises more of the same consolidation, growth and UK estimated mobile ad spend to be £38m i.e. around 1% of overall maturation. We can expect operators and tech companies to keep on digital media spend), mobile advertising seems to be taking off at preparing for the significant growth ahead, and mobile to integrate last in 2009: +32% year-on-year like-for-like in the UK in 2009. further into advertisers’ digital advertising arsenal. Now that formats and metrics have started to fall in place, now is the time for scaling and increasing budgets. For advertisers, the key From a demand side perspective, the smartphone environment is challenge will become to cope with regional environments that might bringing scale, creativity and usability. On top of being a great channel provide very different usages for the mobile device: for example, for CRM and social media and a return-channel for other media countries with a high smartphone penetration will be better suited for a (typically TV), mobile advertising is now establishing itself in the mobile app strategy, while emerging markets will still favour SMS. display and search environment. Some challenges remain however: fragmentation of standards and currencies; absence of independent Smartphone advertising in 2010-2011 will likely remain a two-horse third-party ad-serving and reliance on operators for data and campaign race between Apple’s iAds and Google’s Android + AdMob combo. reporting. In terms of audience measurement, the deal between Nokia-backed Symbian doesn’t leverage its high shipment volumes comScore and GSMA to aggregate operators’ data on mobile internet either from developer interest or user data consumption; BlackBerry usage is a major breakthrough but it only applies in the UK so far. 2008 2009 2010 2011 2012 2013 2014 Handset Shipments (m) 290 289.6 297.8 303.4 298.8 302.1 307.9 Smartphone share of handset market 11.3% 14.8% 19.8% 22.7% 26.2% 29.2% 32.5% IAB Europe AdEX 2009 Published September 2010 © IAB Europe 29
    • Top 10 properties We would like to thank IAB Europe member comScore for providing us with this data from December 2009 AUSTRIA GERMANY Total Unique Visitors (000) % Reach Total Unique Visitors (000) % Reach Total Internet : Total Audience 4,544 100.0 Total Internet : Total Audience 50,771 100.0 Google Sites 3,546 78.0 Google Sites 40,850 80.5 Microsoft Sites 2,403 52.9 Microsoft Sites 28,274 55.7 FACEBOOK.COM 1,677 36.9 Deutsche Telekom 26,166 51.5 Wikimedia Foundation Sites 1,621 35.7 eBay 25,679 50.6 eBay 1,451 31.9 ProSiebenSat1 Sites 24,155 47.6 Amazon Sites 1,274 28.0 United-Internet Sites 22,110 43.5 United-Internet Sites 1,208 26.6 Wikimedia Foundation Sites 22,032 43.4 Yahoo! Sites 1,169 25.7 Amazon Sites 21,866 43.1 Otto Gruppe 1,086 23.9 AOL LLC 20,848 41.1 ORF.AT 1,034 22.8 Hubert Burda Media 19,346 38.1 BELGIUM IRELAND Total Unique Visitors (000) % Reach Total Unique Visitors (000) % Reach Total Internet : Total Audience 5,545 100.0 Total Internet : Total Audience 1,858 100.0 Google Sites 5,187 93.5 Google Sites 1,614 86.8 Microsoft Sites 4,709 84.9 Microsoft Sites 1,225 65.9 FACEBOOK.COM 3,470 62.6 FACEBOOK.COM 1,071 57.6 Wikimedia Foundation Sites 2,152 38.8 Yahoo! Sites 876 47.2 Belgacom Group 1,927 34.8 AOL LLC 829 44.6 Yahoo! Sites 1,724 31.1 eBay 640 34.4 eBay 1,685 30.4 Wikimedia Foundation Sites 637 34.3 Telenet Sites 1,642 29.6 Ask Network 531 28.6 NETLOG.COM* 1,595 28.8 Amazon Sites 473 25.4 De Persgroep 1,275 23.0 Apple Inc. 466 25.1 DENMARK ITALY Total Unique Visitors (000) % Reach Total Unique Visitors (000) % Reach Total Internet : Total Audience 3,476 100.0 Total Internet : Total Audience 20,953 100.0 Google Sites 3,135 90.2 Google Sites 19,150 91.4 Microsoft Sites 2,609 75.1 Microsoft Sites 15,585 74.4 FACEBOOK.COM 2,421 69.7 FACEBOOK.COM 14,815 70.7 Eniro Sites 1,293 37.2 Telecom Italia 11,611 55.4 DR.DK 1,260 36.2 Yahoo! Sites 11,549 55.1 eBay 1,190 34.2 WIND Telecomunicazioni 9,714 46.4 XTV2 Danmark 1,147 33.0 eBay 9,382 44.8 XJP Politiken Hus 1,134 32.6 Wikimedia Foundation Sites 8,947 42.7 XWikimedia Foundation Sites 1,095 31.5 Ask Network 5,609 26.8 Yahoo! Sites 957 27.5 eMule (App) 5,456 26.0 FINLAND NETHERLANDS Total Unique Visitors (000) % Reach Total Unique Visitors (000) % Reach Total Internet : Total Audience 3,260 100.0 Total Internet : Total Audience 11,964 100.0 Google Sites 2,899 88.9 Google Sites 10,654 89.0 Microsoft Sites 2,422 74.3 Microsoft Sites 9,879 82.6 FACEBOOK.COM 2,193 67.3 Hyves 7,654 64.0 SanomaWSOY 1,958 60.1 SanomaWSOY 7,021 58.7 Wikimedia Foundation Sites 1,679 51.5 eBay 6,304 52.7 Eniro Sites 1,635 50.2 Publieke Omroep 5,608 46.9 ILTALEHTI.FI 1,510 46.3 Wikimedia Foundation Sites 5,219 43.6 MTV3.FI 1,331 40.8 Telegraaf Media Groep 4,341 36.3 IRC-GALLERIA.NET 1,247 38.2 KPN 4,095 34.2 YLE.FI 1,105 33.9 Bol Sites 3,498 29.2 FRANCE NORWAY Total Unique Visitors (000) % Reach Total Unique Visitors (000) % Reach Total Internet : Total Audience 44,127 100.0 Total Internet : Total Audience 3,095 100.0 Google Sites 36,757 83.3 Google Sites 2,642 85.4 Microsoft Sites 33,478 75.9 Microsoft Sites 2,498 80.7 FACEBOOK.COM 25,149 57.0 Schibsted (Anuntis-Infojobs-20minutos) 2,259 73.0 Orange Sites 23,090 52.3 FACEBOOK.COM 2,153 69.6 Iliad - Free.fr Sites 20,819 47.2 Eniro Sites 1,453 46.9 Yahoo! Sites 19,671 44.6 Telenor 1,350 43.6 Wikimedia Foundation Sites 18,829 42.7 AS Avishuset Dagbladet 1,294 41.8 Comment Ca Marche 18,359 41.6 Wikimedia Foundation Sites 1,260 40.7 Groupe PPR 18,212 41.3 NRK Sites 1,021 33.0 Groupe Pages Jaunes 17,847 40.4 TV2 Sites 897 29.0 Source: comScore – Data in above charts is for age 15+ IAB Europe AdEX 2009 Published September 2010 except for UK, France, Germany and Spain which is age 6+ © IAB Europe 30
    • Top 10 properties PORTUGAL SWITZERLAND Total Unique Visitors (000) % Reach Total Unique Visitors (000) % Reach Total Internet : Total Audience 3,825 100.0 Total Internet : Total Audience 4,519 100.0 Google Sites 3,572 93.4 Google Sites 4,217 93.3 Microsoft Sites 3,428 89.6 Microsoft Sites 3,492 77.3 Portugal Telecom 2,385 62.3 FACEBOOK.COM 2,643 58.5 HI5.COM 2,252 58.9 Swisscom Sites 1,950 43.2 Yahoo! Sites 1,349 35.3 Wikimedia Foundation Sites 1,891 41.8 UOL 1,320 34.5 Yahoo! Sites 1,668 36.9 Wikimedia Foundation Sites 1,306 34.1 Apple Inc. 1,504 33.3 Grupo Impresa 1,251 32.7 MIH Limited 1,337 29.6 iG Sites 1,202 31.4 eBay 1,228 27.2 WordPress 1,154 30.2 Deutsche Telekom 1,189 26.3 RUSSIA TURKEY Total Unique Visitors (000) % Reach Total Unique Visitors (000) % Reach Total Internet : Total Audience 36,589 100.0 Total Internet : Total Audience 20,579 100.0 Yandex 22,124 60.5 Google Sites 19,204 93.3 Mail.Ru Sites 21,453 58.6 Microsoft Sites 18,431 89.6 Google Sites 19,451 53.2 FACEBOOK.COM 17,128 83.2 Vkontakte 17,127 46.8 Dogan Online 12,158 59.1 RosBusinessConsulting 16,023 43.8 Milliyet Group 9,213 44.8 Rambler Media 13,875 37.9 BLOGCU.COM 9,132 44.4 AOL LLC 13,714 37.5 Mynet A.S. 8,612 41.8 BitTorrent Network 10,651 29.1 Hurriyet Internet Group 8,193 39.8 Microsoft Sites 10,309 28.2 Nokta Internet Teknolojileri 7,723 37.5 Wikimedia Foundation Sites 9,864 27.0 Wikimedia Foundation Sites 7,111 34.6 SPAIN UK Total Unique Visitors (000) % Reach Total Unique Visitors (000) % Reach Total Internet : Total Audience 21,637 100.0 Total Internet : Total Audience 42,258 100.0 Google Sites 18,396 85.0 Google Sites 38,944 92.2 Microsoft Sites 17,082 78.9 Microsoft Sites 34,591 81.9 FACEBOOK.COM 10,671 49.3 FACEBOOK.COM 32,415 76.7 Yahoo! Sites 10,535 48.7 Yahoo! Sites 25,650 60.7 Wikimedia Foundation Sites 8,934 41.3 eBay 22,936 54.3 Grupo Prisa 8,635 39.9 BBC Sites 21,156 50.1 RCS Media Group 8,466 39.1 Amazon Sites 19,101 45.2 Vocento 8,169 37.8 Wikimedia Foundation Sites 17,570 41.6 Schibsted (Anuntis-Infojobs-20minutos) 7,949 36.7 Ask Network 16,993 40.2 Terra - Telefonica 7,912 36.6 AOL LLC 15,739 37.2 SWEDEN Total Unique Visitors (000) % Reach Total Internet : Total Audience 5,768 100.0 Google Sites 5,302 91.9 Microsoft Sites 4,951 85.8 Schibsted (Anuntis-Infojobs-20minutos) 4,080 70.7 FACEBOOK.COM 3,832 66.4 Bonnierförlagen 3,074 53.3 Eniro Sites 2,929 50.8 Wikimedia Foundation Sites 2,327 40.3 BLOGG.SE 2,229 38.6 Swedbank 1,993 34.5 Spotify 1,975 34.2 Source: comScore – Data in above charts is for age 15+ IAB Europe AdEX 2009 Published September 2010 except for UK, France, Germany and Spain which is age 6+ © IAB Europe 31 25
    • Top 10 ad publisher sites by ad impressions We would like to thank IAB Europe member The Nielsen Company for providing us with this data from 2009 AUSTRIA GERMANY Rank Site % of Total Ad Impressions Rank Site % of Total Ad Impressions 1 News Networld 19.3% 1 T-Online 25.5% 2 Krone 13.2% 2 Bild.de 7.6% 3 VOL Vorarlberg Online 6.8% 3 wer-kennt-wen 7.1% 4 willhaben 6.5% 4 mobile 3.5% 5 ORF 6.5% 5 GMX 3.4% 6 oe24 5.3% 6 eBay 3.3% 7 Austria.com 4.4% 7 Spiegel Online 3.2% 8 HEROLD 4.0% 8 Web 2.8% 9 Kurier Online 2.9% 9 MSN 2.4% 10 Geizhals 2.7% 10 Yahoo 2.1% Source: The Nielsen Company Source: The Nielsen Company BELGIUM ITALY Rank Site % of Total Ad Impressions Rank Site % of Total Ad Impressions 1 7Sur7 20.2% 1 Libero 14.0% 2 HLN 17.9% 2 Tiscali 10.0% 3 Skynet Belgacom 10.4% 3 Alice/Virgilio 9.9% 4 2dehands 3.3% 4 Repubblica 8.9% 5 Vlan 3.3% 5 Corriere della Sera 6.5% 6 Gazet van Antwerpen 2.8% 6 Yahoo 4.3% 7 Corelio - De Standaard 2.7% 7 TGcom 3.2% 8 Hebbes 2.6% 8 Il Meteo 3.1% 9 Le Soir 2.5% 9 MSN 3.1% 10 Nieuwsblad 2.5% 10 Gazzetta 2.0% Source: The Nielsen Company Source: The Nielsen Company DENMARK NETHERLANDS Rank Site % of Total Ad Impressions Rank Site % of Total Ad Impressions 1 TV2 13.0% 1 De Telegraaf 6.0% 2 Ekstra Bladet 11.3% 2 De Financiele Telegraaf 4.8% 3 Den Bla Avis 6.9% 3 Funda 4.7% 4 BT 5.7% 4 Tiscali Netherlands 4.1% 5 Jubii 5.2% 5 RTL Group 3.8% 6 Eniro 4.9% 6 Algemeen Dagblad 3.8% 7 MSN 4.8% 7 Voetbal International 3.2% 8 Sondagsavisen 4.8% 8 Autotrader 3.0% 9 Politiken 3.5% 9 Nu.nl 2.7% 10 Bilbasen 3.4% 10 AutoTelegraaf 2.6% Source: The Nielsen Company Source: The Nielsen Company FRANCE NORWAY Rank Site % of Total Ad Impressions Rank Site % of Total Ad Impressions 1 L Equipe 9.0% 1 VG Nett 51.7% 2 Le Monde 8.2% 2 Finn 8.5% 3 Yahoo 7.1% 3 Sol 5.8% 4 JeuxVidéo.com 5.5% 4 Dagbladet 5.4% 5 01 Net 4.4% 5 Nettavisen 5.0% 6 Boursorama Groupe 3.7% 6 Aftenposten 3.9% 7 Le Figaro 3.7% 7 MSN 3.1% 8 Orange 3.7% 8 Hegnar Online 2.7% 9 Pages Jaunes 3.5% 9 NRK 2.6% 10 Skyrock.com 3.3% 10 ABC Startsiden 1.7% Source: The Nielsen Company Source: The Nielsen Company IAB Europe AdEX 2009 Published September 2010 © IAB Europe 32 26
    • Top 10 ad publisher sites by ad impressions PORTUGAL TURKEY Rank Site % of Total Ad Impressions Rank Site % of Total Ad Impressions 1 Sapo 25.0% 1 Mynet 11.4% 2 Record 13.7% 2 Milliyet 9.2% 3 A Bola 12.6% 3 Hurriyet 7.2% 4 Iol Portugal 8.9% 4 Memurlar.net 5.6% 5 Publico 8.3% 5 SABAH 3.9% 6 Jornal de Negocios 3.6% 6 Haber7 3.8% 7 Correio da Manhã 3.6% 7 Sahadan.com 3.8% 8 O Jogo 2.5% 8 Internet Haber 3.4% 9 Jornal de Noticias 2.2% 9 Zaman 2.6% 10 Losomundo 2.2% 10 Ekolay.net 2.5% Source: The Nielsen Company Source: The Nielsen Company SPAIN UK Rank Site % of Total Ad Impressions Brand Total Unique Visitors (000) % Reach 1 Marca 18.9% TOTAL: 38,931 98 2 El Mundo 12.8% Google 34,299 86 3 Diario AS 6.6% MSN/WindowsLive/Bing 28,487 72 4 Terra 5.9% Facebook 23,404 59 5 MSN Spain - Windows Live 5.3% BBC 21,447 54 6 Sport.es 3.7% Yahoo! 21,009 53 7 Orange 3.0% Amazon 20,701 52 8 El Pais 2.6% Microsoft 18,579 47 9 Idealista 2.4% eBay 18,115 46 10 Elconfidencial.com 2.2% YouTube 17,110 43 Source: The Nielsen Company Wikipedia 14,030 35 Source: The Nielsen Company SWEDEN Rank Site % of Total Ad Impressions 1 Aftonbladet 40.2% 2 Expressen 7.7% 3 MSN 6.6% 4 Tradera 6.3% 5 Blogg 3.7% 6 Svenska Dagbladet 2.7% 7 TV4 2.6% 8 Di.se 2.4% 9 Bilddagboken 2.1% 10 Dagens Nyheter 1.9% Source: The Nielsen Company SWITZERLAND Rank Site % of Total Ad Impressions 1 Swisscom / Bluewin 22.8% 2 Blick Online 11.8% 3 20 Minuten 10.4% 4 Tagesanzeiger 9.0% 5 PartyGuide.ch 4.5% 6 NZZ Online / Neue Zürcher Zeitung 4.5% 7 Homegate 3.7% 8 Search.ch 3.5% 9 GMX 3.0% 10 Car4You 2.1% Source: The Nielsen Company IAB Europe AdEX 2009 Published September 2010 © IAB Europe 33
    • Internet Penetration in Europe Austria BELGIUM BULGARIA Total population 8.4m Total population 10.8m Total population 7.6m Internet penetration 16 years + 67 % Internet penetration 16 years + 66% Internet penetration 16 years + 40% Source 2009 Eurostat Online Database Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database InSites MC DC 2009 CATI Research & Forrester Data CROATIA DENMARK FINLAND Total population 4.4m Total population 3.5m Total population 3.3m Internet penetration 16 years + 44% Internet penetration 16 years + 80% Internet penetration 16 years + 75% Source 2009 Eurostat Online Database Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data FRANCE GERMANY GREECE Total population 64.7m Total population 81.8m Total population 11.3m Internet penetration 16 years + 61% Internet penetration 16 years + 69% Internet penetration 16 years + 42% Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data HUNGARY IRELAND ITALY Total population 10.0m Total population 4.5m Total population 60.3m Internet penetration 16 years + 45% Internet penetration 16 years + 60% Internet penetration 16 years + 52% Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data NETHERLANDS NORWAY POLAND Total population 16.6m Total population 4.9m Total population 38.2m Internet penetration 16 years + 85% Internet penetration 16 years + 83% Internet penetration 16 years + 44% Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data IAB Europe AdEX 2009 Published September 2010 © IAB Europe 34
    • Internet Penetration in Europe ROMANIA SLOVAKIA SLOVENIA Total population 21.5m Total population 5.4m Total population 2.0m Internet penetration 16 years + 44% Internet penetration 16 years + 66% Internet penetration 16 years + 58% Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database Source 2009 Eurostat Online Database InSites MC DC 2009 CATI Research & Forrester Data SPAIN SWEDEN SWITZERLAND Total population 46m Total population 9.3m Total population 7.8m Internet penetration 16 years + 50% Internet penetration 16 years + 82% Internet penetration 16 years + 73% Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data UK Total population 62m Internet penetration 16 years + 73% Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data IAB Europe AdEX 2009 Published September 2010 © IAB Europe 35
    • Appendix i – definition of formats The following four formats are collated as part of this report: ‘Other’ Category This is an umbrella category for smaller non-transaction based Display advertising formats. IAB Europe has included newsletter advertising, solus email, An advertiser pays an internet company for space to display a static mobile advertising and in-game advertising in this category where or hyper-linked banner or logo on one or more of the internet countries have measured these formats. company’s pages. For the purposes of this report all forms of internet sponsorship, tenancies, rich media formats and non-transaction Newsletter is defined as text or banner advertising that appears based affiliates were collected separately by local IABs and have been around the unrelated editorial content of email newsletters. Solus included in the figure for display advertising. email is defined as an email sent by a media owner to an opt-in list where the content of the email is determined by the advertiser. Where possible, transaction related payment models have been excluded, leaving non-transaction based affiliate revenues Mobile advertising is advertising viewed or read on a mobile phone. incorporated into display. The Other category does not include email marketing or related costs, Search defined as an email sent on behalf of an advertiser by an email list Fees advertisers pay internet companies to list and/or link their manager. company site domain name to a specific search word or phrase (includes paid search revenues), where the fee paid by the client is based on the number of clicks on the listing results. Search categories include: w Paid listings – text links appear at the top or side of search results for specific keywords. The more a marketer pays, the higher the position it gets. Marketers only pay when a user clicks on the text link Contents of ‘Other’ category w Contextual search - text links appear in an article based on the Austria newsletter advertising only context of the content, instead of a user submitted keyword. Denmark supplied as ‘Other’ by FDIM Payment only occurs when the link is clicked France newsletter advertising only Hungary newsletter and mobile advertising w Paid inclusion – guarantees that a marketer’s URL is indexed by a Italy mobile advertising only search engine. The engine’s search algorithms determine the Netherlands mobile and in-game advertising listing.. Norway newsletter, in-game and mobile advertising Romania newsletter advertising only Classifieds Spain mobile advertising only Fees advertisers pay internet companies to list specific products or Slovenia mobile advertising only services (eg. online job boards and employment listings, real estate Sweden mobile advertising only listings, automotive listings, yellow pages). Can be either business- UK mobile, newsletter and solus email advertising to-business or business-to-consumer. IAB Europe AdEX 2009 Published September 2010 © IAB Europe 36
    • Appendix ii – The Participating IABs IAB Austria IAB Netherlands www.iab-austria.at www.iab.nl Partner: Focus MR Partner: Nielsen Media Research IAB Belgium IAB Chapter in Norway www.iab-belgium.be www. inma.no Source: CIM Partner: ANFA IAB Chapter in Bulgaria (Interactive Association) IAB Poland www.iabulgaria.bg www.iabpolska.pl Partner: PricewaterhouseCoopers Poland IAB Chapter in Croatia (INAMA) www.inama.hr IAB Romania Source: PricewaterhouseCoopers www.iab-romania.ro Partner: PricewaterhouseCoopers Romania IAB Chapter in Denmark (FDIM) www.fdim.dk IAB Russia Partner: Deloitte www.iabrus.ru Partner: Russian Association of Communication Agencies IAB Finland www.iab.fi IAB Chapter in Slovakia (AIM) Partner: TNS Gallup Oy Media Intelligence www.aimsr.sk Source: Mediana IAB France www.iabfrance.com IAB Slovenia Partner: France Pub www.soz.si IAB Chapter in Germany (OVK) IAB Spain www.bvdw.org www.iabspain.net Partner: Nielsen Media Research Partner: PricewaterhouseCoopers IAB Greece IAB Sweden www.iab.gr www.iabsverige.se Source: IRM IAB Hungary www.iab.hu IAB Switzerland Partner: PricewaterhouseCoopers Source: MediaFocus IAB Ireland IAB Turkey www.iabireland.ie www.iab-turkiye.org Partner: PricewaterhouseCoopers Ireland Partner: Turkish Advertising Agencies Association IAB Italy IAB UK www.iab.it www.iabuk.net Partner: Assointernet/Nielsen Media Research Partner: PricewaterhouseCoopers IAB Europe AdEX 2009 Published September 2010 © IAB Europe 37
    • Appendix iii – Methodology and adjusted data Each national IAB runs its own annual online advertising spend been used. To provide data for previous year growth rates, the prior benchmark study and as the methodology for the studies varies year’s figures are also re-calculated using the current report’s year- slightly by country, IAB Europe works with Screen Digest to ensure average exchange rate in order to give transparency over the growth that the findings in the European report are comparable. This rate. involves re-adjusting figures to allow for different original methodologies, adjusting currencies where local data is not collected The chart below shows the amounts of estimated and adjusted data in Euros and ensuring the year average exchange rate at 2009 has for each country Actual, adjusted and estimated data 2009 Million Euros Actual €10,798 Adjusted €2,730 Estimated €1,173 Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 38
    • Appendix iv – Estimates and adjustments Austria Italy w Display discounted by 20% to adjust from ratecard to gross w Email marketing excluded w Classifieds & directories estimated using ratio w Affiliates category deleted Netherlands w Affiliates incorporated into display and transaction based Belguim revenues removed (estimated to be 60% of affiliate revenue). w Ratecard data on display market supplied by CIM w In-game advertising moved from display to ‘other’ w IAB Europe applied a discount of 38% to estimate gross revenue w Display and ‘other’ grossed up by 15% to adjust from net to gross w Other categories were estimated by IAB Europe using European averages Norway w Newsletter advertising and mobile spends included in ‘other’ Bulgaria w Display and classifieds & directories modelled by IAB Europe Poland based on figures provided by IAB Bulgaria w Mobile grossed up by 15% to adjust from net to gross w Search estimated using CEE ratio w Email marketing deleted Croatia Romania w Data grossed up by 20% for display and 25% for search booked w Online video and contextual advertising, non transaction based through agencies to adjust from net to gross affiliate and integrated content were added into display w Solus email was added to ‘other’ Denmark w Classifieds & Directories estimated using CEE growth rate applied w Classified figure adjusted to discount e-commerce revenue and to 2008 figure auctions using IAB Europe estimates w Email marketing figures not included Russia w Classifieds & Directories estimated using average CEE market share Finland w Figures for all formats increased by 15% to adjust from net to gross. Slovakia w Sponsorship, slotting fees and rich media added in to display w Search category includes directories w Display grossed up by 12.5% to adjust from net to gross France w Lead generation and email marketing values excluded w Newsletter advertising estimated by IAB EU to be 20% of Email Slovenia Marketing category, this 20% was included in display, remaining email marketing excluded w No adjustments made w IAB Europe estimated value of classifieds & directories, added Spain this to value for directories w Classifieds extracted from display using IAB Europe estimate and Germany moved into classifieds and directories category w Non transaction affiliate category has been moved in to display w 10% agency commission for display and mobile to adjust from net w Display discounted by 60% to adjust from ratecard to gross to gross w Classifieds & Directories estimated using Western Europe average Sweden growth rate w Transaction related affiliate marketing deducted from display Greece w 8% decuducted from display to eliminate transaction related payments w Display discounted by 50% to adjust from ratecard to gross w 10% deducted from search to eliminate SEO from reported search w No estimates for Classifieds & Directories total Hungary w No adjustments needed Turkey w Value grossed up by 15% to adjust net to gross Ireland w IAB Europe estimated split between display and search and added w No adjustments needed estimated classifieds and directories, applying average growth w Note that the data from IAB Ireland was only available for rate to 2008 value publication end July, and is therefore not included in the overall The UK total or any other aggregated data included in this report w Newsletter advertising moved from display to ‘other’ IAB Europe AdEX 2009 Published September 2010 © IAB Europe 39
    • Appendix v – Our research partners www.comscore.com www.nielsen-online.com comScore is a global leader in measuring the digital world and the preferred The Nielsen Company is a global information and media company with source of digital marketing intelligence. Through a powerful combination of leading market positions in marketing and consumer information, television behavioral and survey insights, comScore enables clients to better and other media measurement, online intelligence, mobile measurement, understand, leverage and profit from the rapidly evolving worldwide web and trade shows and business publications. The privately held company is active mobile arena. comScore provides syndicated and custom solutions in online in approximately 100 countries, with headquarters in New York, USA. For audience measurement, e-commerce, advertising, search, video and mobile more information, please visit, nielsen. and offers dedicated analysts with digital marketing and vertical-specific industry expertise. Advertising agencies, publishers, marketers and financial analysts turn to comScore for the industry-leading solutions needed to craft successful digital, marketing, sales, product development and trading strategies. www.screendigest.com Screen Digest is the pre-eminent firm of industry analysts that has been covering global media markets for over 30 years. Headquartered in London, with offices in New York and Monterey, California, the firm employs a team www.InSites.eu of 40 specialist analysts covering digital media, advertising, film, television, InSites Consulting is a full-service consultancy, covering all fields of market broadband, mobile, cinema, home entertainment and gaming in up to 60 research. Using a range of quantitative and qualitative methods, they markets worldwide. A comprehensive suite of online services and reports provide clients with custom-made solutions and marketing provide the information and analysis that hundreds of media companies recommendations. We combine innovative approaches with proven and worldwide base their decisions on. Screen Digest's eight dedicated online highly accurate methods to design marketing strategies tailored to services have been developed to provide continuously updated data and individual clients’ needs. InSites partnered with IAB Europe to deliver the MC analysis on the global media markets, plus detailed forecasts on all DC Project, a goldmine of information about European online user behaviour aspects of the media industry. across 16 territories. Data from this project has been included in the internet penetration data featured in this report. WARC www.warc.com World Advertising Research Center (WARC) is a premier provider of information and insight to the global marketing, advertising, media and research industries. WARC, its internet service, is the world's largest single source of marketing insight , while its publications and conferences have strong reputations established over many years. WARC is an independent company dedicated to recognising and promoting marketing excellence and effectiveness. Partnerships with the world's leading industry bodies, together with its own in-house editorial teams, position WARC as a unique information provider. IAB Europe AdEX 2009 Published September 2010 © IAB Europe 40
    • Special thanks With sincere thanks to all the contacts at the national IABs who have supported the production of this report by supplying and explaining their data to IAB Europe and to our corporate members who provided quotes that have been used throughout this report. Also special thanks to our research partners for supplying internet penetration figures, WARC for their total media figures, our members comScore and Nielsen Online for audience measurement figures and the analysts at Screen Digest for their insight, commentary, forecasts and support. Contact details IAB Europe www.IABEurope.eu Alain Heureux President, IAB Europe president@iabeurope.eu Catherine Borrel Research Manager, IAB Europe research@iabeurope.eu +44 (0) 7870 78 12 60 Lucy Green Press Relations, IAB Europe pressrelations@iabeurope.eu +44 (0) 7817 69 83 66 IAB Europe AdEX 2009 Published September 2010 © IAB Europe 41