@IABEU_Interact #Interact2014
IAB	
  Europe	
  Adex	
  Benchmark	
  2013 	
  	
  
Daniel	
  Knapp	
  
Director	
  Adver=si...
@IABEU_Interact #Interact2014
ABOUT	
  THE	
  STUDY	
  
@IABEU_Interact #Interact2014
A	
  meta-­‐analysis	
  of	
  online	
  ad	
  spend	
  in	
  Europe	
  
RATECARD	
  
Campaig...
@IABEU_Interact #Interact2014
Submissions	
  from	
  26	
  European	
  countries	
  
•  Austria	
  
•  Belgium	
  
•  Bulg...
@IABEU_Interact #Interact2014
Added	
  format	
  granularity	
  &	
  context	
  
@IABEU_Interact #Interact2014
BIG	
  PICTURE	
  &	
  CONTEXT	
  
@IABEU_Interact #Interact2014
The	
  value	
  of	
  online	
  adver=sing	
  in	
  2013	
  
€27.3bn	
  
@IABEU_Interact #Interact2014
Eurozone	
  economy	
  is	
  coming	
  out	
  of	
  a	
  double-­‐dip	
  recession	
  
-­‐8	...
@IABEU_Interact #Interact2014
Double-­‐digit	
  growth	
  in	
  online	
  adver=sing	
  in	
  2013	
  
€	
  24.4	
  
€	
  ...
@IABEU_Interact #Interact2014
A	
  historical	
  perspec=ve	
  
€	
  6.6	
  
€	
  9.2	
  
€	
  14.5	
  
€	
  15.8	
  
€	
 ...
@IABEU_Interact #Interact2014
In	
  a	
  vola=le	
  market	
  environment,	
  online	
  li`ed	
  overall	
  ad	
  spend	
 ...
@IABEU_Interact #Interact2014
Despite	
  economic	
  turmoil,	
  online	
  grew	
  its	
  ad	
  spend	
  per	
  capita	
  ...
@IABEU_Interact #Interact2014
Due	
  to	
  weak	
  2013	
  for	
  all	
  other	
  media,	
  online	
  strengthened	
  its	...
@IABEU_Interact #Interact2014
However,	
  no	
  one	
  online	
  category	
  has	
  yet	
  surpassed	
  Newspapers	
  ad	
...
@IABEU_Interact #Interact2014
Over	
  half	
  of	
  all	
  European	
  ad	
  spend	
  comes	
  from	
  three	
  markets	
 ...
@IABEU_Interact #Interact2014
A`er	
  a	
  tough	
  year,	
  Sweden	
  increases	
  in	
  rank,	
  helped	
  by	
  economi...
@IABEU_Interact #Interact2014
Growth	
  drivers	
  
Social	
  media	
  
Video	
  	
  
Rich	
  media	
  
Mobile	
  internet...
@IABEU_Interact #Interact2014
Growth	
  hurdles	
  
AQrac8ng	
  brand	
  spend	
  online	
  
Measurement	
  
Mobile	
  
Vi...
@IABEU_Interact #Interact2014
Mix	
  of	
  CEE	
  and	
  WE	
  markets	
  above	
  European	
  average;	
  Russia	
  and	
...
@IABEU_Interact #Interact2014
Bulgaria	
  
Croa=a	
  
Czech	
  Republic	
  
Denmark	
  
Finland	
  
France	
  
Germany	
  ...
@IABEU_Interact #Interact2014
Uniform	
  growth	
  paferns	
  in	
  2013	
  
-­‐20%	
  
-­‐10%	
  
0%	
  
10%	
  
20%	
  
...
@IABEU_Interact #Interact2014
The	
  range	
  of	
  growth	
  is	
  converging	
  across	
  Europe	
  
-­‐10%	
  
-­‐5%	
 ...
@IABEU_Interact #Interact2014
FORMATS	
  
@IABEU_Interact #Interact2014
Accelera=on	
  in	
  Display	
  growth,	
  Display	
  and	
  Search	
  drove	
  online	
  ad...
@IABEU_Interact #Interact2014
Search	
  and	
  Display	
  grow	
  their	
  share	
  at	
  the	
  expense	
  of	
  Classifie...
@IABEU_Interact #Interact2014
A	
  renaissance	
  of	
  Display	
  adver=sing:	
  mature	
  markets	
  saw	
  strongest	
 ...
@IABEU_Interact #Interact2014
Online	
  video	
  is	
  now	
  a	
  significant	
  part	
  of	
  Display	
  adver=sing	
  
1...
@IABEU_Interact #Interact2014
Growth	
  in	
  video	
  strong,	
  but	
  no	
  country	
  achieves	
  triple-­‐digit	
  gr...
@IABEU_Interact #Interact2014
Video	
  ad	
  spend	
  mirrors	
  total	
  online	
  ad	
  spend	
  ranking	
  
0	
  
50	
 ...
@IABEU_Interact #Interact2014
Mobile	
  now	
  has	
  a	
  double-­‐digit	
  share	
  of	
  online	
  display	
  
11.5%	
 ...
@IABEU_Interact #Interact2014
This	
  is	
  more	
  evident…	
  
-­‐10%	
  
-­‐5%	
  
0%	
  
5%	
  
10%	
  
15%	
  
20%	
 ...
@IABEU_Interact #Interact2014
…when	
  we	
  remove	
  Mobile	
  from	
  Display	
  
-­‐10%	
  
-­‐5%	
  
0%	
  
5%	
  
10...
@IABEU_Interact #Interact2014
Mobile	
  is	
  most	
  important	
  growth	
  engine	
  for	
  online	
  display	
  
Europe...
@IABEU_Interact #Interact2014
Classifieds	
  &	
  Directories	
  struggled	
  in	
  2013	
  with	
  11	
  countries	
  expe...
@IABEU_Interact #Interact2014
Con=nued	
  growth	
  in	
  Paid-­‐for-­‐search	
  shows	
  the	
  success	
  of	
  the	
  f...
@IABEU_Interact #Interact2014
Like	
  in	
  Display,	
  Mobile	
  is	
  now	
  a	
  significant	
  driver	
  of	
  Paid-­‐f...
@IABEU_Interact #Interact2014
OUTLOOK	
  
@IABEU_Interact #Interact2014
By	
  2020,	
  we	
  expect	
  there	
  to	
  be	
  2bn	
  connected	
  devices	
  across	
 ...
@IABEU_Interact #Interact2014
With	
  growth	
  driven	
  by	
  smartphones,	
  tablets	
  and	
  smart	
  TVs	
  
	
  -­‐...
@IABEU_Interact #Interact2014
What	
  this	
  means	
  is	
  that	
  there	
  will	
  be	
  a	
  huge	
  increase	
  in	
 ...
@IABEU_Interact #Interact2014
Thank	
  you!	
  Ques=ons?	
  
Daniel	
  Knapp	
  
@_dknapp	
  
daniel.knapp@ihs.com	
  
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IAB Europe Adex Benchmark 2013

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IAB Europe Adex Benchmark 2013

  1. 1. @IABEU_Interact #Interact2014 IAB  Europe  Adex  Benchmark  2013     Daniel  Knapp   Director  Adver=sing  Research  IHS  
  2. 2. @IABEU_Interact #Interact2014 ABOUT  THE  STUDY  
  3. 3. @IABEU_Interact #Interact2014 A  meta-­‐analysis  of  online  ad  spend  in  Europe   RATECARD   Campaigns  x   Ratecard     GROSS   Revenue  Billed   NET   Revenue  Billed     No  Agency   commissions  
  4. 4. @IABEU_Interact #Interact2014 Submissions  from  26  European  countries   •  Austria   •  Belgium   •  Bulgaria   •  Czech  Republic   •  Croa=a   •  Denmark   •  Finland   •  France   •  Germany   •  Greece   •  Hungary   •  Ireland   •  Italy   •  Netherlands   •  Norway   •  Poland   •  Russia   •  Romania   •  Serbia   •  Slovakia   •  Slovenia   •  Spain   •  Sweden   •  Switzerland   •  Turkey   •  UK  
  5. 5. @IABEU_Interact #Interact2014 Added  format  granularity  &  context  
  6. 6. @IABEU_Interact #Interact2014 BIG  PICTURE  &  CONTEXT  
  7. 7. @IABEU_Interact #Interact2014 The  value  of  online  adver=sing  in  2013   €27.3bn  
  8. 8. @IABEU_Interact #Interact2014 Eurozone  economy  is  coming  out  of  a  double-­‐dip  recession   -­‐8   -­‐6   -­‐4   -­‐2   0   2   4   6   2004  Q1   2004  Q2   2004  Q3   2004  Q4   2005  Q1   2005  Q2   2005  Q3   2005  Q4   2006  Q1   2006  Q2   2006  Q3   2006  Q4   2007  Q1   2007  Q2   2007  Q3     2007  Q4   2008  Q1   2008  Q2   2008  Q3   2008  Q4   2009  Q1   2009  Q2   2009  Q3   2009  Q4   2010  Q1   2010  Q2   2010  Q3   2010  Q4   2011  Q1   2011  Q2   2011  Q3   2011  Q4   2012  Q1   2012  Q2   2012  Q3   2012  Q4   2013  Q1   2013  Q2   2013  Q3   2013  Q4   2014  Q1   GDP  Growth  in  Europe  (%)   Eurozone  GDP  Growth     France  GDP  Growth     Italy  GDP  Growth   Germany  GDP  Growth    
  9. 9. @IABEU_Interact #Interact2014 Double-­‐digit  growth  in  online  adver=sing  in  2013   €  24.4   €  27.3   0   5   10   15   20   25   30   35   2012   2013   Total  online  adver8sing  (€bn)   11.9%  like-­‐for-­‐like  
  10. 10. @IABEU_Interact #Interact2014 A  historical  perspec=ve   €  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  adver8sing  spend  (€bn)*   *  Source:  IAB  Europe  for  2011-­‐2013;  2006-­‐2011  retropolated  based  on  IHS  growth  rates  
  11. 11. @IABEU_Interact #Interact2014 In  a  vola=le  market  environment,  online  li`ed  overall  ad  spend   -­‐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:  adver8sing  year-­‐on-­‐year  growth   Total  excl.  online   Online   Total  
  12. 12. @IABEU_Interact #Interact2014 Despite  economic  turmoil,  online  grew  its  ad  spend  per  capita  steadily  since  2006   0   10   20   30   40   50   60   70   80   2006   2007   2008   2009   2010   2011   2012   2013   Ad  spend  per  capita  (€)   TV   Online   Print   Other  media  
  13. 13. @IABEU_Interact #Interact2014 Due  to  weak  2013  for  all  other  media,  online  strengthened  its  posi=on  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)  
  14. 14. @IABEU_Interact #Interact2014 However,  no  one  online  category  has  yet  surpassed  Newspapers  ad  spend   0.7   5.2   7.6   9.1   20.0   9.2   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)   Display   Classifieds  &  Directories   Search  
  15. 15. @IABEU_Interact #Interact2014 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  
  16. 16. @IABEU_Interact #Interact2014 A`er  a  tough  year,  Sweden  increases  in  rank,  helped  by  economic  crisis  in  Spain   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  
  17. 17. @IABEU_Interact #Interact2014 Growth  drivers   Social  media   Video     Rich  media   Mobile  internet  penetra8on  increasing  across  all  of  Europe   Programma8c  and  RTB  come  into  the  mainstream   E-­‐commerce  driving  C&D  growth  
  18. 18. @IABEU_Interact #Interact2014 Growth  hurdles   AQrac8ng  brand  spend  online   Measurement   Mobile   Video  inventory  –  s8ll  very  limited   TV  dominance  in  some  European  markets   Data  literacy   Regula8on  
  19. 19. @IABEU_Interact #Interact2014 Mix  of  CEE  and  WE  markets  above  European  average;  Russia  and  Turkey  only  2   markets  above  20%   11.9%   -­‐5%   0%   5%   10%   15%   20%   25%   30%   Online  ad  growth  like-­‐for-­‐like  (yoy)  
  20. 20. @IABEU_Interact #Interact2014 Bulgaria   Croa=a   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   Online  ad  market  growth     Online  ad  spend  per  capita  (€)     Bubble  size:  market  value  in  €m  
  21. 21. @IABEU_Interact #Interact2014 Uniform  growth  paferns  in  2013   -­‐20%   -­‐10%   0%   10%   20%   30%   40%   50%   0   5   10   15   20   25   30   Online  adver8sing  growth  year-­‐on-­‐year  (%)   2012   2013  
  22. 22. @IABEU_Interact #Interact2014 The  range  of  growth  is  converging  across  Europe   -­‐10%   -­‐5%   0%   5%   10%   15%   20%   25%   30%   35%   40%   2012   2013   Online  adver8sing  growth  year-­‐on-­‐year  (%)  
  23. 23. @IABEU_Interact #Interact2014 FORMATS  
  24. 24. @IABEU_Interact #Interact2014 Accelera=on  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  
  25. 25. @IABEU_Interact #Interact2014 Search  and  Display  grow  their  share  at  the  expense  of  Classifieds  &  Directories   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  
  26. 26. @IABEU_Interact #Interact2014 A  renaissance  of  Display  adver=sing:  mature  markets  saw  strongest  growth  in  2013     14.9%   -­‐10%   -­‐5%   0%   5%   10%   15%   20%   25%   30%   35%   Display  adver8sing  growth  year-­‐on-­‐year  (%)  
  27. 27. @IABEU_Interact #Interact2014 Online  video  is  now  a  significant  part  of  Display  adver=sing   13.1%   0%   5%   10%   15%   20%   25%   30%   35%   Video  share  of  Display  
  28. 28. @IABEU_Interact #Interact2014 Growth  in  video  strong,  but  no  country  achieves  triple-­‐digit  growth   45.4%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Online  video  growth  year-­‐on-­‐year  (%)  
  29. 29. @IABEU_Interact #Interact2014 Video  ad  spend  mirrors  total  online  ad  spend  ranking   0   50   100   150   200   250   300   350   400   Online  video  ad  spend  (€m)  
  30. 30. @IABEU_Interact #Interact2014 Mobile  now  has  a  double-­‐digit  share  of  online  display   11.5%   0%   5%   10%   15%   20%   25%   30%   Mobile  display  as  a  share  of  total  Display   2012   2013  
  31. 31. @IABEU_Interact #Interact2014 This  is  more  evident…   -­‐10%   -­‐5%   0%   5%   10%   15%   20%   25%   30%   35%   Display  year-­‐on-­‐year  growth  (%)   Display  including  mobile  
  32. 32. @IABEU_Interact #Interact2014 …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  
  33. 33. @IABEU_Interact #Interact2014 Mobile  is  most  important  growth  engine  for  online  display   European   Display  with   mobile:  +14.9%   European   Display  without   mobile:  +1.1%  
  34. 34. @IABEU_Interact #Interact2014 Classifieds  &  Directories  struggled  in  2013  with  11  countries  experiencing  decline   3.6%   -­‐30%   -­‐20%   -­‐10%   0%   10%   20%   30%   40%   Classifieds  &  Directories  year-­‐on-­‐year  growth  (%)  
  35. 35. @IABEU_Interact #Interact2014 Con=nued  growth  in  Paid-­‐for-­‐search  shows  the  success  of  the  format   13.0%   -­‐5%   0%   5%   10%   15%   20%   25%   30%   35%   40%   Paid-­‐for-­‐search  year-­‐on-­‐year  growth  (%)  
  36. 36. @IABEU_Interact #Interact2014 Like  in  Display,  Mobile  is  now  a  significant  driver  of  Paid-­‐for-­‐search   12.6%   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  (%)  
  37. 37. @IABEU_Interact #Interact2014 OUTLOOK  
  38. 38. @IABEU_Interact #Interact2014 By  2020,  we  expect  there  to  be  2bn  connected  devices  across  Europe    -­‐          500      1,000      1,500      2,000      2,500     2005   2006   2007   2008   2009   2010   2011   2012   2013   2014   2015   2016   2017   2018   2019   2020   Europe:  Installed  connected  devices  (m)   Source:  IHS  
  39. 39. @IABEU_Interact #Interact2014 With  growth  driven  by  smartphones,  tablets  and  smart  TVs    -­‐          500      1,000      1,500      2,000      2,500     2005   2006   2007   2008   2009   2010   2011   2012   2013   2014   2015   2016   2017   2018   2019   2020   Europe:  Installed  connected  devices  (m)   Digital  media  adapters   Pay  TV  set-­‐top  boxes   FTA  set-­‐top  boxes   BD  players   Smart  TVs   PCs   Game  consoles   Tablets   Smartphones   Source:  IHS  
  40. 40. @IABEU_Interact #Interact2014 What  this  means  is  that  there  will  be  a  huge  increase  in  very  small  screens,  sub-­‐15”   0   200   400   600   800   1000   1200   0"-­‐4"   10"-­‐14"   20"-­‐24"   30"-­‐34"   40"-­‐44"   50"-­‐54"   60"-­‐64"   70"-­‐74"   80"-­‐84"   90"-­‐94"   110"-­‐114"   2019   2012   Average Screen Size by 5" category Screensize(diagonalinches) Shipments (m) Source:  IHS  
  41. 41. @IABEU_Interact #Interact2014 Thank  you!  Ques=ons?   Daniel  Knapp   @_dknapp   daniel.knapp@ihs.com  
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