IAB Adex Benchmark 2012
Daniel Knapp, IHS Electronics & Media
2
#INTERACT13
©IAB Europe 2013. All rights reserved.
ABOUT THE STUDY
3
#INTERACT13
©IAB Europe 2013. All rights reserved.
A meta-analysis of online ad spend in Europe
RATECARD
Campaigns x
Rat...
4
#INTERACT13
©IAB Europe 2013. All rights reserved.
Horizontal expansion: country coverage
2006: 13 countries
2008:19 cou...
5
#INTERACT13
©IAB Europe 2013. All rights reserved.
26 countries in 2012
• Austria
• Belgium
• Bulgaria
• Czech Republic
...
6
#INTERACT13
©IAB Europe 2013. All rights reserved.
Vertical expansion: format granularity & context
7
#INTERACT13
©IAB Europe 2013. All rights reserved.
BIG PICTURE & CONTEXT
8
#INTERACT13
©IAB Europe 2013. All rights reserved.
The value of the European online ad market 2012
€24.3bn
9
#INTERACT13
©IAB Europe 2013. All rights reserved.
Eurozone volatility casts spell on media economy…
-8%
-6%
-4%
-2%
0%
...
10
#INTERACT13
©IAB Europe 2013. All rights reserved.
…industrial production & household consumption are
good indictators ...
…tectonic shifts are characterizing ad markets…
11
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Indonesia Argentina China Brazil Rus...
12
#INTERACT13
©IAB Europe 2013. All rights reserved.
…but European online ad growth continues at a
double-digit rate
21.8...
13
#INTERACT13
©IAB Europe 2013. All rights reserved.
Indeed, online is more resilient to macro-pressure
than other media
...
14
#INTERACT13
©IAB Europe 2013. All rights reserved.
Overall ad spend shows volatility, TV is resilient,
online shows lin...
15
#INTERACT13
©IAB Europe 2013. All rights reserved.
There is no single factor for print decline & online does
not absorb...
16
#INTERACT13
©IAB Europe 2013. All rights reserved.
In 6 years online more than doubled its share of all
media revenue: ...
17
#INTERACT13
©IAB Europe 2013. All rights reserved.
Online for the first time overtakes print newspaper ad
spend & becom...
18
#INTERACT13
©IAB Europe 2013. All rights reserved.
Small number of markets make largest contribution
to European ad spe...
19
#INTERACT13
©IAB Europe 2013. All rights reserved.
Russia climbs up to 4th largest spender as remaining top
10 maintain...
20
#INTERACT13
©IAB Europe 2013. All rights reserved.
What is driving growth?
• Both emerging markets growing from low bas...
21
#INTERACT13
©IAB Europe 2013. All rights reserved.
CEE leads growth, but remarkable is the
sustainability of growth in ...
Bulgaria
Croatia
Czech Republic
Denmark
Finland
France Germany
Greece
Hungary
Ireland
Italy
Netherlands
Norway
Poland
Roma...
Bulgaria
Croatia
Czech Republic
Denmark
Finland
France Germany
Greece
Hungary
Ireland
Italy
Netherlands
Norway
Poland
Roma...
24
#INTERACT13
©IAB Europe 2013. All rights reserved.
FORMATS
25
#INTERACT13
©IAB Europe 2013. All rights reserved.
Search outperforms, display still high single digit,
classifieds & d...
26
#INTERACT13
©IAB Europe 2013. All rights reserved.
Search remains strongest segment in 2012
47.1% 48.8%
32.7% 32.4%
19....
27
#INTERACT13
©IAB Europe 2013. All rights reserved.
Display growth shows few strong outliers above
average rate, yet mor...
28
#INTERACT13
©IAB Europe 2013. All rights reserved.
Online video is now 13% of all online display…
13%
0%
5%
10%
15%
20%...
29
#INTERACT13
©IAB Europe 2013. All rights reserved.
…but range of growth varies tremendously…
50.6%
-50%
0%
50%
100%
150...
30
#INTERACT13
©IAB Europe 2013. All rights reserved.
…and so do absolute video market sizes
0
20
40
60
80
100
120
140
160...
31
#INTERACT13
©IAB Europe 2013. All rights reserved.
Mobile revenues are becoming significant, but are
still lagging behi...
32
#INTERACT13
©IAB Europe 2013. All rights reserved.
Just how crucial video and mobile are becomes
clear if factoring the...
33
#INTERACT13
©IAB Europe 2013. All rights reserved.
Classifieds & Directories sees group of countries
with strong positi...
34
#INTERACT13
©IAB Europe 2013. All rights reserved.
Majority of markets outperform average search
growth, largest search...
35
#INTERACT13
©IAB Europe 2013. All rights reserved.
OUTLOOK
36
#INTERACT13
©IAB Europe 2013. All rights reserved.
What may the future hold? Addressable market is
not only growing in ...
37
#INTERACT13
©IAB Europe 2013. All rights reserved.
…yet the emerging multi-device landscape creates
new opportunities
0...
38
#INTERACT13
©IAB Europe 2013. All rights reserved.
Thank you!
daniel.knapp@ihs.com
@_dknapp
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Interact 2013 adex_presentation_final

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Selon l'AdEx Benchmark Report, la publicité en ligne en Europe représente 24,3 milliards d'euros en 2012, soit un quart du marché publicitaire. Ce chiffre, en hausse de 11,5 % sur un an, se rapproche de la valeur du marché de la publicité télévisée, estimée à 28,1 milliards d'euros.

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Interact 2013 adex_presentation_final

  1. 1. IAB Adex Benchmark 2012 Daniel Knapp, IHS Electronics & Media
  2. 2. 2 #INTERACT13 ©IAB Europe 2013. All rights reserved. ABOUT THE STUDY
  3. 3. 3 #INTERACT13 ©IAB Europe 2013. All rights reserved. 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 #INTERACT13 ©IAB Europe 2013. All rights reserved. Horizontal expansion: country coverage 2006: 13 countries 2008:19 countries 2012: 26 countries
  5. 5. 5 #INTERACT13 ©IAB Europe 2013. All rights reserved. 26 countries in 2012 • Austria • Belgium • Bulgaria • Czech Republic • Croatia • Denmark • Finland • France • Germany • Greece • Hungary • Ireland • Italy • Netherlands • Norway • Poland • Russia • Romania • Serbia • Slovenia • Slovakia • Spain • Sweden • Switzerland • Turkey • UK
  6. 6. 6 #INTERACT13 ©IAB Europe 2013. All rights reserved. Vertical expansion: format granularity & context
  7. 7. 7 #INTERACT13 ©IAB Europe 2013. All rights reserved. BIG PICTURE & CONTEXT
  8. 8. 8 #INTERACT13 ©IAB Europe 2013. All rights reserved. The value of the European online ad market 2012 €24.3bn
  9. 9. 9 #INTERACT13 ©IAB Europe 2013. All rights reserved. Eurozone volatility casts spell on media economy… -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 GDP growth in Europe Eurozone GDP Growth y-o-y France GDP Growth y-o-y Italy GDP Growth y-o-y Germany GDP Growth y-o-y Source: IHS
  10. 10. 10 #INTERACT13 ©IAB Europe 2013. All rights reserved. …industrial production & household consumption are good indictators for advertising market prospects… -15% -10% -5% 0% 5% 10% 15% 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 UK advertising revenue growth Actual NAR growth (yoy) Projected NAR growth (yoy) Source: IHS Electronics & Media
  11. 11. …tectonic shifts are characterizing ad markets… 11 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Indonesia Argentina China Brazil Russia Mexico UK Germany France Spain Italy CAGR of Total Media Ad Revenue (2011-2017) Source: IHS Electronics & Media
  12. 12. 12 #INTERACT13 ©IAB Europe 2013. All rights reserved. …but European online ad growth continues at a double-digit rate 21.8 24.3 0 5 10 15 20 25 30 2011 2012 Total online advertising (€bn) 11.5%
  13. 13. 13 #INTERACT13 ©IAB Europe 2013. All rights reserved. Indeed, online is more resilient to macro-pressure than other media 2.5% 9.4% 3.8% -5.2% 2.9% -4.0% 9.5% 26.6% 11.5% -1.7% 7.2% -0.4% -10% -5% 0% 5% 10% 15% 20% 25% 30% WE CEE Total 2012: economic & advertising growth GDP Total excl. Online Online Total Source: IAB Europe & IHS Electronics & Media
  14. 14. 14 #INTERACT13 ©IAB Europe 2013. All rights reserved. Overall ad spend shows volatility, TV is resilient, online shows linear growth trajectory 0 20 40 60 80 100 120 140 2006 2007 2008 2009 2010 2011 2012 Ad spend per capita by medium Online ad spend per capita TV ad spend per capita Total ad spend per capita Source: IAB Europe & IHS Electronics & Media
  15. 15. 15 #INTERACT13 ©IAB Europe 2013. All rights reserved. There is no single factor for print decline & online does not absorb all print revenue, but budgets do migrate 0 10 20 30 40 50 60 70 2006 2007 2008 2009 2010 2011 2012 Ad spend per capita Online ad spend per capita Print ad spend per capita Source: IAB Europe & IHS Electronics & Media
  16. 16. 16 #INTERACT13 ©IAB Europe 2013. All rights reserved. In 6 years online more than doubled its share of all media revenue: 1 in 4 ad €s go to online in 2012 10.3% 19.0% 25.6% 0% 5% 10% 15% 20% 25% 30% 2006 2009 2012 Online market share of ad budgets: total Europe
  17. 17. 17 #INTERACT13 ©IAB Europe 2013. All rights reserved. Online for the first time overtakes print newspaper ad spend & becomes 2nd biggest media category in Europe 0.6 4.6 6.3 8.7 19.3 24.3 28.1 0 5 10 15 20 25 30 Cinema Radio OOH Magazines Newspapers Online TV 2012: European advertising market share by medium Note: Source for non-online ad revenue is IHS. Print ad spend excludes direct mail. Source: IAB Europe & IHS Electronics & Media
  18. 18. 18 #INTERACT13 ©IAB Europe 2013. All rights reserved. Small number of markets make largest contribution to European ad spend 46.0% 69.5% 78.3% 86.7% 95.5% 0% 20% 40% 60% 80% 100% Top 2 Top5 Top 7 Top 10 Top 15 Share of European online ad revenue by market
  19. 19. 19 #INTERACT13 ©IAB Europe 2013. All rights reserved. Russia climbs up to 4th largest spender as remaining top 10 maintain their position in the European ranking 6,642 4,551 2,770 1,536 1,418 1,207 920 841 617 591 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Total online ad spend (€m)
  20. 20. 20 #INTERACT13 ©IAB Europe 2013. All rights reserved. What is driving growth? • Both emerging markets growing from low basis and established markets that demonstrate sustainability of online ad momentum • Video • Mobile • RTB has the potential to be a driver • Social networking sites • Europeanisation and consolidation of classifieds & directories • Localisation & individualisation of search, mobile search
  21. 21. 21 #INTERACT13 ©IAB Europe 2013. All rights reserved. CEE leads growth, but remarkable is the sustainability of growth in mature markets 12% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40% Online ad growth
  22. 22. 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% 0 20 40 60 80 100 120 22 #INTERACT13 ©IAB Europe 2013. All rights reserved. Online ad spend per capita (€) Onlineadmarketgrowth Note: country bubbles represent market size
  23. 23. 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% 0 20 40 60 80 100 120 23 #INTERACT13 ©IAB Europe 2013. All rights reserved. Online ad spend per capita (€) Onlineadmarketgrowth Note: country bubbles represent market size
  24. 24. 24 #INTERACT13 ©IAB Europe 2013. All rights reserved. FORMATS
  25. 25. 25 #INTERACT13 ©IAB Europe 2013. All rights reserved. Search outperforms, display still high single digit, classifieds & directories pick up pace 17.9% 15.3% 5.7% 14.5% 15.5% 9.1% 6.3% 11.5% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Search Display Classifieds & directories Grand total Year-on-year growth by format 2011 2012
  26. 26. 26 #INTERACT13 ©IAB Europe 2013. All rights reserved. Search remains strongest segment in 2012 47.1% 48.8% 32.7% 32.4% 19.6% 18.5% 0% 20% 40% 60% 80% 100% 2011 2012 Format shares of online Others Classifieds and directories Display Search
  27. 27. 27 #INTERACT13 ©IAB Europe 2013. All rights reserved. Display growth shows few strong outliers above average rate, yet more outliers below average rate -20% -15% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35%
  28. 28. 28 #INTERACT13 ©IAB Europe 2013. All rights reserved. Online video is now 13% of all online display… 13% 0% 5% 10% 15% 20% 25% Italy Spain European average Poland UK Finland Russia Sweden Turkey Online video share of display
  29. 29. 29 #INTERACT13 ©IAB Europe 2013. All rights reserved. …but range of growth varies tremendously… 50.6% -50% 0% 50% 100% 150% 200% 250% Online video growth
  30. 30. 30 #INTERACT13 ©IAB Europe 2013. All rights reserved. …and so do absolute video market sizes 0 20 40 60 80 100 120 140 160 180 2012: size of online video advertising by market
  31. 31. 31 #INTERACT13 ©IAB Europe 2013. All rights reserved. Mobile revenues are becoming significant, but are still lagging behind consumption 5% 0% 2% 4% 6% 8% 10% 12% 14% Mobile display share of total online display 2011 2012
  32. 32. 32 #INTERACT13 ©IAB Europe 2013. All rights reserved. Just how crucial video and mobile are becomes clear if factoring them out of display -30% -20% -10% 0% 10% 20% 30% 40% display display excl. video display excl. video and mobile
  33. 33. 33 #INTERACT13 ©IAB Europe 2013. All rights reserved. Classifieds & Directories sees group of countries with strong positive outliers above average rate -20% -15% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35%
  34. 34. 34 #INTERACT13 ©IAB Europe 2013. All rights reserved. Majority of markets outperform average search growth, largest search market just shy of average -20% -10% 0% 10% 20% 30% 40% 50% 60%
  35. 35. 35 #INTERACT13 ©IAB Europe 2013. All rights reserved. OUTLOOK
  36. 36. 36 #INTERACT13 ©IAB Europe 2013. All rights reserved. What may the future hold? Addressable market is not only growing in mobile, but fixed-line as well… 20 30 40 50 60 70 80 90 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Fixed Broadband penetration of households (%) France Germany Italy Spain UK Nordics total Western Europe Source: IHS Electronics & Media
  37. 37. 37 #INTERACT13 ©IAB Europe 2013. All rights reserved. …yet the emerging multi-device landscape creates new opportunities 0 100 200 300 400 500 PC Connected TV sets Games consoles Blu-ray disc players STBs Tablets and eReaders Smartphones Western Europe: Connected Devices (m) 2016 2012 Source: IHS Elecronics & Media
  38. 38. 38 #INTERACT13 ©IAB Europe 2013. All rights reserved. Thank you! daniel.knapp@ihs.com @_dknapp
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