Goldbach Group | IAB Europe AdEx Benchmark 2013 Report

503 views
416 views

Published on

IAB Europe AdEx Benchmark 2013 study shows a meta-analysis of online ad spend in Europe with submissions of over 20 European countries.

Published in: Data & Analytics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
503
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Goldbach Group | IAB Europe AdEx Benchmark 2013 Report

  1. 1. IAB Europe AdEx Benchmark 2013 July 2014
  2. 2. 2 ABOUT THE STUDY
  3. 3. 3 A meta-analysis of online ad spend in Europe RATECARD Campaigns x Ratecard GROSS Revenue Billed NET Revenue Billed No Agency commissions
  4. 4. 4 Submissions from 26 European countries • Austria • Belgium • Bulgaria • Czech Republic • Croatia • Denmark • Finland • France • Germany • Greece • Hungary • Ireland • Italy • Netherlands • Norway • Poland • Russia • Romania • Serbia • Slovakia • Slovenia • Spain • Sweden • Switzerland • Turkey • UK
  5. 5. 5 BIG PICTURE & CONTEXT
  6. 6. 6 The value of online advertising in 2013 €27.3bn
  7. 7. 7 Eurozone economy is coming out of a double-dip recession -8 -6 -4 -2 0 2 4 6 2004Q1 2004Q2 2004Q3 2004Q4 2005Q1 2005Q2 2005Q3 2005Q4 2006Q1 2006Q2 2006Q3 2006Q4 2007Q1 2007Q2 2007Q3 2007Q4 2008Q1 2008Q2 2008Q3 2008Q4 2009Q1 2009Q2 2009Q3 2009Q4 2010Q1 2010Q2 2010Q3 2010Q4 2011Q1 2011Q2 2011Q3 2011Q4 2012Q1 2012Q2 2012Q3 2012Q4 2013Q1 2013Q2 2013Q3 2013Q4 2014Q1 GDP Growth in Europe (%) Eurozone GDP Growth France GDP Growth Italy GDP Growth Germany GDP Growth
  8. 8. 8 In a volatile market, online advertising is up double-digit € 24.4 € 27.3 0 5 10 15 20 25 30 35 2012 2013 Total online advertising (€bn) 11.9% like-for-like
  9. 9. 9 Online ad spend in Europe increased 4-fold since 2006 € 6.6 € 9.2 € 14.5 € 15.8 € 18.8 € 21.9 € 24.4 € 27.3 0 5 10 15 20 25 30 35 2006 2007 2008 2009 2010 2011 2012 2013 Total online advertising spend in Europe (€bn)* * Source: IAB Europe for 2011-2013; 2006-2011 retropolated based on IHS growth rates
  10. 10. 10 Online lifted overall ad spend as other media succumbed to economy and structural challenges -7.8% -2.5% -6.7% 10.8% 21.2% 11.5% -2.5% 1.8% -1.7% -10% -5% 0% 5% 10% 15% 20% 25% WE CEE Total Europe 2013: advertising year-on-year growth Total excl. online Online Total
  11. 11. 11 Due to weak 2013 for all other media, online strengthened its position as it approaches TV 0.7 5.2 7.6 9.1 20.0 27.3 32.3 0 5 10 15 20 25 30 35 Cinema Radio OOH Magazines Newspapers Online TV Ad spend by category in Europe in 2013 (€bn)
  12. 12. 12 Over half of all European ad spend comes from three markets 57.3% 69.4% 77.9% 86.6% 56.9% 69.9% 78.2% 86.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Top 3 Top 5 Top 7 Top 10 Share of European online revenue by market 2012 2013
  13. 13. 13 After a tough year, Sweden increases in rank, helped by economic crisis in Spain 6,383 4,253 3,343 1,454 1,503 1,199 859 911 618 589 7,381 4,676 3,494 1,843 1,703 1,312 955 901 709 628 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 UK Germany France Russia Italy Netherlands Sweden Spain Norway Denmark Total online ad spend (€m) 2012 2013
  14. 14. 14 Growth drivers Social media Video Rich media Mobile internet penetration increasing across all of Europe Programmatic and RTB come into the mainstream E-commerce driving C&D growth
  15. 15. 15 Growth hurdles Attracting brand spend online Measurement Mobile Video inventory – still very limited TV dominance in some European markets Data literacy Regulation
  16. 16. 16 Mix of CEE and WE markets above European average; Russia and Turkey only 2 markets above 20% 26.8% 24.3% 17.3% 16.2% 16.0% 15.7% 14.7% 13.4% 13.3% 13.0% 12.9% 11.9% 11.4% 11.1% 10.9% 10.7% 10.0% 9.8% 9.4% 6.9% 6.6% 6.2% 4.5% 4.3% 3.0% -1.1% -2.0% -5% 0% 5% 10% 15% 20% 25% 30% Online ad growth like-for-like (yoy)
  17. 17. 17 Bulgaria Croatia Czech Republic Denmark Finland France Germany Greece Hungary Ireland Italy Netherlands Norway Poland Romania Russia Serbia Slovenia Spain Austria Belgium Sweden Switzerland Turkey UK -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40% - 20 40 60 80 100 120 Slovakia Onlineadmarketgrowth Online ad spend per capita (€) Bubble size: market value in €m
  18. 18. 18 Uniform growth patterns in 2013 -20% -10% 0% 10% 20% 30% 40% 50% 0 5 10 15 20 25 30 Online advertising growth year-on-year (%) 2012 2013
  19. 19. 19 FORMATS
  20. 20. 20 Acceleration in Display growth, Display and Search drove online ad spend in 2013 9.1% 6.3% 15.5% 11.5% 14.9% 3.6% 13.0% 11.9% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Display Classifieds & Directories Paid-for-search Total Year-on-year growth (%) 2012 2013
  21. 21. 21 Search and Display grow their share at the expense of Classifieds & Directories 47.5% 48.2% 43.8% 32.2% 31.0% 32.7% 32.4% 33.8% 18.3% 14.9% 18.9% 19.8% 20.7% 19.6% 18.5% 16.8% 34.1% 36.6% 36.6% 47.3% 48.0% 47.1% 48.8% 49.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2006 2007 2008 2009 2010 2011 2012 2013 Format shares of total online Display Classifieds & Directories Paid-for-search Other
  22. 22. 22 A renaissance of Display advertising as even mature markets post high growth 32.3% 28.3% 28.0% 25.9% 24.9% 24.7% 18.7% 15.9% 14.9% 13.4% 13.4% 12.4% 12.3% 11.4% 9.3% 9.3% 8.7% 8.1% 5.2% 4.9% 4.8% 2.7% -0.2% -0.7% -2.0% -3.1% -5.4% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% Display advertising growth year-on-year (%)
  23. 23. 23 Online video is now a significant part of Display advertising 29.0% 20.5% 20.5% 19.1% 16.2% 16.2% 15.3% 15.2% 15.0% 14.4% 13.5% 13.1% 12.7% 11.7% 11.0% 10.3% 8.8% 8.1% 5.4% 4.5% 2.9% 2.9% 2.2% 0% 5% 10% 15% 20% 25% 30% 35% Video share of Display
  24. 24. 24 Video ad spend mirrors total online ad spend ranking 356.6 153.0 139.0 132.3 85.6 80.7 43.9 34.8 29.4 28.2 25.1 16.8 12.7 10.9 9.6 9.1 8.8 4.0 3.3 1.7 0.8 0 50 100 150 200 250 300 350 400 Online video ad spend (€m)
  25. 25. 25 Mobile now has a double-digit share of online display 25.1% 16.4% 13.5% 11.5% 9.5% 9.2% 9.2% 9.0% 8.7% 6.7% 5.4% 5.0% 4.9% 4.6% 3.4% 3.1% 2.8% 2.2% 2.1% 1.4% 1.2% 0.7% 0% 5% 10% 15% 20% 25% 30% Mobile display as a share of total Display 2012 2013
  26. 26. 26 This is more evident… 32.3% 28.3% 25.9% 24.7% 18.7% 15.9% 13.4% 13.4% 12.4% 11.4% 9.3% 9.3% 5.2% 4.8% 2.7% -0.2% -2.0% -3.1% -5.4% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% Display year-on-year growth (%) Display including mobile
  27. 27. 27 …when we remove Mobile from Display -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% Display year-on-year growth (%) Display including mobile Display without mobile
  28. 28. 28 Mobile is most important growth engine for online display European Display with mobile: +14.9% European Display without mobile: +1.1%
  29. 29. 29 Classifieds & Directories struggled in 2013 with 11 countries experiencing decline 30.3% 26.1% 24.8% 20.0% 11.5% 9.4% 8.4% 6.8% 5.6% 4.9% 4.3% 3.6% 3.6% 3.3% 2.0% -0.2% -0.6% -1.7% -1.7% -2.0% -2.1% -3.4% -7.3% -16.2% -18.7% -20.5% -30% -20% -10% 0% 10% 20% 30% 40% Classifieds & Directories year-on-year growth (%)
  30. 30. 30 Continued growth in Paid-for-search shows the success of the format 34.4% 26.6% 26.1% 22.3% 20.9% 20.8% 19.0% 18.9% 18.5% 18.2% 15.0% 14.3% 13.6% 13.5% 13.0% 12.0% 9.7% 6.0% 6.0% 5.5% 5.2% 4.7% 3.7% 3.7% 1.1% -2.0% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40% Paid-for-search year-on-year growth (%)
  31. 31. 31 Like in Display, Mobile is now a significant driver of Paid-for-search 25.3% 20.0% 16.8% 12.6% 12.4% 9.8% 9.0% 4.5% 2.4% 0% 5% 10% 15% 20% 25% 30% Ireland Austria UK Europe Sweden Germany France Hungary Spain Mobile search as a share of Paid-for-search (%)
  32. 32. Contact: Alison Fennah, IAB Europe – fennah@iabeurope.eu Daniel Knapp, IHS – daniel.knapp@ihs.com To request the full report please contact adex@iabeurope.eu

×