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IAB Europe ADEX benchmark h1 2016

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Digital advertising continues to be the fastest growing channel in Europe. This is the study for the first half of 2016 showing explosive growth of mobile and video advertising!

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IAB Europe ADEX benchmark h1 2016

  1. 1. IAB Europe AdEx Benchmark study H1 2016 November 2016
  2. 2. The data and charts shown in this report cannot be used without the expressed permission of IAB Europe and IHS Markit
  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. Data for 27 countries in Europe • Austria • Belarus • 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. About the data The content of this analysis is powered by: 1. Reported data from local IABs where available (13 of the 27 countries, covering 82% of the European market) 2. Estimates by local IABs based on local insight, in collaboration with IHS 3. Estimates by IHS based on forecasts from the IHS Advertising Intelligence Service See slide 17 for a list of markets where data is reported and estimated This is an update of the full year IAB Europe AdEx Benchmark report to provide nearer-term data on 2016 trends and help the understanding of and decision-making in the European online advertising market.
  6. 6. The value of online advertising in H1 2016 €18.6bn
  7. 7. -8.0% -6.0% -4.0% -2.0% 0.0% 2.0% 4.0% 6.0% 8.0% 2004-Q1 2004-Q3 2005-Q1 2005-Q3 2006-Q1 2006-Q3 2007-Q1 2007-Q3 2008-Q1 2008-Q3 2009-Q1 2009-Q3 2010-Q1 2010-Q3 2011-Q1 2011-Q3 2012-Q1 2012-Q3 2013-Q1 2013-Q3 2014-Q1 2014-Q3 2015-Q1 2015-Q3 2016-Q1 GDP growth in the Eurozone (%) Eurozone France Italy Germany Spain GDP growth across Europe underpins a strong online advertising market in 2016
  8. 8. Online advertising up 13.4% year-on-year in H1 2016 16.4 18.6 - 5.0 10.0 15.0 20.0 25.0 H1 2015 H1 2016 Online advertising spend in Europe (€bn) +13.4%
  9. 9. All formats noted increases in H1 2016 again 5.8 6.8 2.6 2.7 8.0 9.0 - 5.0 10.0 15.0 20.0 25.0 H1 2015 H1 2016 Online advertising spend in Europe (€bn) Paid-for-search Classifieds & Directories Display 5.8 2.6 8.0 1.1 0.1 1.1 - 2.0 4.0 6.0 8.0 10.0 Display C&Ds Paid-for-search Online advertising spend in Europe (€bn) H1 2015 H1 2016 net additions
  10. 10. Mobile was the key driver of growth across formats in H1 2016
  11. 11. H1 2015 (€bn) H1 2016 (€bn) Growth (yoy %) Share (%) Display 5.8bn 6.8bn 18.2% 36.7% of which video 1.1bn 1.6bn 46.0% 8.5%* of which mobile 1.2bn 1.9bn 61.3% 10.9%* Classifieds & Directories 2.6bn 2.7bn 3.5% 14.7% Paid-for- search 8.0bn 9.0bn 13.3% 48.6% of which mobile 1.2bn 1.9bn 57.3% 12.2%* Total 16.6bn 18.6bn 13.4% 100% Europe: H1 2016 snapshot *The share is calculated excluding countries who didn’t report video or mobile
  12. 12. 35.2% 16.1% 48.7% Online advertising spend in Europe (H1 2015) Display Classifieds & Directories Paid-for-search 36.7% 14.7% 48.6% Online advertising spend in Europe (H1 2016) Display Classifieds & Directories Paid-for-search Display increased its share in H1 2016 at the expense of Paid-for-search and Classifieds & Directories
  13. 13. Mobile advertising amounted to €3.8bn in H1 2016, split evenly between search and display 1,188 1,916 1,192 1,875 - 1,000 2,000 3,000 4,000 5,000 H1 2015 H1 2016 Mobile advertising spend in Europe (€m) Mobile display Mobile search +61.3% +57.3% Mobile share of search: 32.0% Mobile share of display: 32.8% 3,683 3,910 3,898 3,979 - 2,000 4,000 6,000 8,000 H1 2015 H1 2016 Desktop advertising spend in Europe (€m)* Desktop display Desktop search +6.2% +2.1% *The value is calculated excluding countries who didn’t report mobile
  14. 14. H1 2015 (€bn) H1 2016 (€bn) Growth (yoy %) Share (%) Display 5.0bn 5.9bn 17.0% 36.0% of which video 1.0bn 1.4bn 48.2% 8.8%* of which mobile 1.1bn 1.8bn 58.3% 11.3%* Classifieds & Directories 2.5bn 2.6bn 3.3% 16.0% Paid-for- search 6.9bn 7.9bn 13.8% 48.0% of which mobile 1.0bn 1.6bn 58.6% 11.8%* Total 14.5bn 16.4bn 13.1% 100% Western Europe: H1 2016 snapshot *The share is calculated excluding countries who didn’t report video or mobile 36.0% 16.0% 48.0% WE: Online advertising spend in H1 2016 Display Classifieds & Directories Paid-for-search
  15. 15. H1 2015 (€bn) H1 2016 (€bn) Growth (yoy %) Share (%) Display 0.7bn 0.9bn 27.1% 41.5% of which video 0.1bn 0.1bn 26.0% 6.5%* of which mobile 0.07bn 0.2bn 103.9% 8.0%* Classifieds & Directories 0.1bn 0.1bn 8.4% 5.0% Paid-for- search 1.1bn 1.2bn 9.6% 53.5% of which mobile 0.2bn 0.3bn 50.5% 14.6%* Total 1.9bn 2.2bn 16.2% 100% Central and Eastern Europe: H1 2016 snapshot *The share is calculated excluding countries who didn’t report video or mobile 41.5% 5.0% 53.5% CEE: Online advertising spend in H1 2016 Display Classifieds & Directories Paid-for-search
  16. 16. Outlook for 2016 • Favourable economic forecasts • Large-scale sporting events: • Euro 2016 • Rio Olympics • Growth of video, facilitating the move of TV brand budgets online • New native ad formats • Tough comparatives (especially in H2 2016) • Complexity of devices, platforms, behaviours • No universal digital currency • Duplication & fragmentation of ad tech infrastructure Drivers Hurdles 10.5% 5.2% 5.0% 4.3% 2.6% -4.6%-6.0% -4.0% -2.0% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% Online Cinema OOH TV Radio Print Media ad spend growth in 2016 (%) Source: IHS Markit
  17. 17. Reported and estimated data by market Partial or full data reported by local IABs: • Denmark • Finland • France • Germany • Ireland • Netherlands • Norway • Poland • Russia • Slovakia • Spain • Sweden • Turkey • UK Estimated / modelled data: • Austria • Belarus • Belgium • Bulgaria • Croatia • Czech Republic • Greece • Hungary • Italy • Romania • Serbia • Slovenia • Switzerland
  18. 18. Contact: Alison Fennah - Fennah@iabeurope.eu Marie-Clare Puffett – puffett@iabeurope.eu Eleni Marouli – eleni.marouli@ihsmarkit.com Connect with us: @IABEurope IAB Europe www.iabeurope.eu www.technology.ihs.com @IHS4Tech

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