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IAB Hungary - Adex 2016

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The Hungarian Digital Ad Spend Study for 2016

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IAB Hungary - Adex 2016

  1. 1. Hungarian Digital Ad Spend Study
  2. 2. 1 IAB Adex Digital Ad Spend Study
  3. 3. IAB Adex  IAB (Interactive Advertising Bureau) Adex digital ad spend reports are the industry benchmark numbers worldwide  IAB US publishes its Adex study since 1996  IAB Europe started to publish its Pan-European Adex study in 2006, IAB Hungary joined in 2008  Hungarian online ad spend data is available since 2000 (Hungarian Advertising Association’s Internet section), from 2008 digital ad spend data (online+mobile) by IAB Hungary 2
  4. 4. 3 IAB Hungary Adex Hungarian Digital Ad Spend Study
  5. 5. IAB Hungary Adex  Goal: providing thorough, accurate data about the Hungarian digital ad spend  The study analyzes the net* digital ad spend  IAB Hungary Adex is the industry standard ad spend study, having the following categories: 4 * This is equivalent to IAB Europe’s “gross” definition ** From 2015 onwards the mobile ad spend is a subsegment while Display and Search include mobile. This change doesn’t affect the total. ● Categories** ● Display ● Search ● Listing ● E-mail ● Subsegments ● Mobile ● Video ● Programmatic
  6. 6. IAB Hungary Adex structure 5 * From 2015 onwards the mobile ad spend is a subsegment while Display and Search include mobile. This change doesn’t affect the total. display search listing email mobil video programmatic Key categories Subsegments
  7. 7. 6 Partners
  8. 8. Partners 7 IAB Hungary cooperated with PwC Hungary who collected market data, estimations and conducted validation discussions. Online Section of Hungarian Communication Agencies’ Association (MAKSZ) helped our work with providing aggregated agency data.
  9. 9. 8 Methodology
  10. 10. IAB Hungary Adex 2016 methodology 9  Report is based on data supplied by companies and estimations by experts  Display: data collection and estimation (for global players)  Search: estimation (for global players)  Listing: estimation  Email: data collection and estimation  Subsegments (mobile, video, automated): data collection and estimation (for global players)
  11. 11. 10 IAB Hungary Adex 2016
  12. 12. Key takeaways 11  Strong, 22% growth  Mobile share is 27% within display (85% of mobile ad spend goes to global players)  Programmatic spend surpassed 1 billion HUF  Local media players' market share of digital ad spend below 50% for the first time
  13. 13. 12 2016 Digital ad spend 68,38 billion HUF + 22% YoY Net data
  14. 14. 13 Digital ad spend in Hungary Net data * 2011-2016: net-net digital / net-net total ad spending (without DM) 0,9 1,2 1,6 2,4 4,3 6,9 10,5 15,3 22,3 23,3 27,2 31,1 35,7 41,2 49,5 56,2 68,4 0,8% 1,0% 1,3%1,8% 2,8% 4,1% 5,9% 8,1% 11,0% 14,4% 15,9% 18,8% 23,4% 26,5% 29,4% 32,5% 36,0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 10 20 30 40 50 60 70 80 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Digital’sshare*oftotaladspending(%) billionHUF
  15. 15. +22%, +12,2 bln HUF (YoY) 14 0,4 0,4 0,8 1,9 2,6 3,6 4,8 7,0 1,6 3,9 3,5 4,5 5,5 8,3 6,7 12,2 41% 33% 50% 79% 60% 52% 46% 45% 7% 16% 13% 14% 15% 20% 14% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0,0 2,0 4,0 6,0 8,0 10,0 12,0 14,0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 YoY% billionHUF Growth of digital advertising Net data
  16. 16. 15 IAB Hungary Adex 2016 Segment Data
  17. 17. 16 Net data Display – search – listing – email growth in each category except e-mail 18 149 16 121 6 062 824 20 962 19 191 8 035 1 246 23 243 22 262 9 326 1 341 28 967 26 936 11 242 1 239 0 5 000 10 000 15 000 20 000 25 000 30 000 35 000 Display Search Listing E-mail millionHUF 2013 2014 2015 2016
  18. 18. 17 Display – search – listing – email segments’ market share is steady 44% 39% 15% 2% 42% 39% 16% 3% 41% 40% 17% 2% 42% 39% 16% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Display Search Listing E-mail marketshare 2013 2014 2015 2016
  19. 19. 18 Display: +25% growth mobile’s share in display is 27% 13,8 13,8 14,8 15,3 17,3 18,16 21,0 23,2 29,0 30% 0% 7% 3% 13% 5% 15% 10,8% 25% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 5 10 15 20 25 30 35 2008 2009 2010 2011 2012 2013 2014 2015 2016 YoY% billionHUF 15 16,8 16,9 18,6 18,7 21,1 0,3 0,5 1,2 2,3 4,6 7,9 0 5 10 15 20 25 30 2011 2012 2013 2014 2015 2016 billionHUF desktop mobile 98% 97% 93% 89% 80% 73% 2% 3% 7% 11% 20% 27% 0% 20% 40% 60% 80% 100% 2011 2012 2013 2014 2015 2016 desktop mobile Net data, rounded values
  20. 20. 19 Search: +21% growth mobile’s share is 33% 3,8 5,2 7,5 9,8 12,8 16,1 19,2 22,3 26,9 192% 37% 44% 31% 30% 26% 19% 16% 21% 0% 50% 100% 150% 200% 250% 0 5 10 15 20 25 30 2008 2009 2010 2011 2012 2013 2014 2015 2016 YoY% billionHUF 9,8 12,4 14,3 16,8 17,5 18,1 0,4 0,7 2,4 4,8 8,8 0,0 5,0 10,0 15,0 20,0 25,0 30,0 2011 2012 2013 2014 2015 2016 billionHUF desktop mobile 100% 97% 95% 88% 79% 67% 3% 5% 12% 21% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 2015 2016 desktop mobile Net data, rounded values
  21. 21. 20 Net data Listing: +21% growth 3,5 3,5 4 4,67 4,65 6,06 8,04 9,33 11,24 21% 0% 14% 17% 0% 30% 33% 16% 21% -10% 0% 10% 20% 30% 40% 50% 60% 70% 0 2 4 6 8 10 12 2008 2009 2010 2011 2012 2013 2014 2015 2016 YoY% billionHUF
  22. 22. 1 797 900 545 760 650 2 267 1 007 643 275 1 280 590 3 658 1 080 812 275 1 738 472 4 238 1 327 949 480 1 933 400 4 979 1 638 1 123 700 2 262 541 - 500 1 000 1 500 2 000 2 500 3 000 3 500 4 000 4 500 5 000 Classifieds / Job Classifieds / Real Estate Classifieds / Auto Classifieds / Other Price comparison Auction millionHUF 2012 2013 2014 2015 2016 21 Net data Listing subsegments + 17% + 23% + 18% + 46% + 17% + 35%
  23. 23. 22 Net data E-mail marketing 750 850 900 950 880 824 1 246 1 341 1 239 50% 13% 6% 6% -7% -6% 51% 8% -8% -10% 0% 10% 20% 30% 40% 50% 60% 70% 0 200 400 600 800 1000 1200 1400 1600 2008 2009 2010 2011 2012 2013 2014 2015 2016 YoY% millionHUF
  24. 24. 23 IAB Hungary Adex 2016 Subsegments
  25. 25. 24 Mobile ad spend 79% growth Net data Market share* 1% 3% 6% 12% 21% 30% * Compared to relevant segment (Display+Search) 260 896 1 943 4 722 9 336 16 707 245% 117% 143% 98% 79% 0% 50% 100% 150% 200% 250% 300% - 2 000 4 000 6 000 8 000 10 000 12 000 14 000 16 000 18 000 2011 2012 2013 2014 2015 2016 YoY% millionHUF
  26. 26. 25 Mobile share of display & search 100% 60% 63% 49% 49% 47% 40% 37% 51% 51% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 2015 2016 display search Net data
  27. 27. 26 Video steady growth Net data 285 503 1 225 1 956 2 169 76% 144% 60% 11% 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% 0 500 1000 1500 2000 2500 2012 2013 2014 2015 2016 YoY% millionHUF
  28. 28. 4 388 85 85 6 325 580 513 9 053 1 028 944 0 1 000 2 000 3 000 4 000 5 000 6 000 7 000 8 000 9 000 10 000 automated programmatic RTB millionHUF 2014 2015 2016 27 Automated trading programmatic: 77% growth and surpassed 1 bln HUF! Net data Explanation: Google (non-search) and Facebook spend are automated, but not programmatic RTB Programmatic Automated
  29. 29. 28 IAB Hungary Adex 2016 Ad spend on Local – Global media players
  30. 30. 29 Local – Global trend milestone: global share is above 50% Net data 17% 21% 29% 36% 42% 46% 48% 50% 51% 83% 79% 71% 64% 58% 54% 52% 50% 49% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008 2009 2010 2011 2012 2013 2014 2015 2016 marketshare(%) global local 3,7 4,9 8 11,3 14,8 19 23,9 28 34,9 18,6 18,9 19,7 19,9 20,8 22,2 25,6 28,2 33,5 0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 2008 2009 2010 2011 2012 2013 2014 2015 2016 billionHUF
  31. 31. 30 Local – Global trend growth of ad spending still higher on global players Net data 1,2 3,1 3,3 3,6 4,2 4,9 4,1 6,9 0,4 0,8 0,2 0,9 1,4 3,4 2,6 5,3 0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0 2009 2010 2011 2012 2013 2014 2015 2016 billionHUF YoY growth (billion HUF) global local 32% 63% 41% 32% 28% 26% 17% 25% 2% 4% 1% 5% 7% 15% 10% 19% 0% 10% 20% 30% 40% 50% 60% 70% 2009 2010 2011 2012 2013 2014 2015 2016 YoY growth (%) 14,9 14,0 11,7 8,6 6,0 3,2 1,7 0,2 -1,5 -2,0 3,0 8,0 13,0 18,0 2008 2009 2010 2011 2012 2013 2014 2015 2016 billionHUF Difference between ad spendings on global - local players
  32. 32. 31 Local – Global trend display: global players are gaining share 100% 93% 89% 85% 81% 81% 75% 72% 7% 11% 15% 19% 19% 25% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 2010 2011 2012 2013 2014 2015 2016 local global
  33. 33. 32 Local – Global trend mobile: global dominance 100% 50% 20% 18% 15% 15% 50% 80% 82% 85% 85% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 2015 2016 local global
  34. 34. 33 IAB Hungary Adex 2016 Appendix
  35. 35. 34 Digital Ad Market 2013-2016 Key categories (YoY, share) Net data 2013 spend 2014 spend 2015 spend 2016 spend Change 2016/2015 Share Display 18 149 mln HUF 20 962 mln HUF 23 243 mln HUF 28 967 mln HUF 25% 42% Search 16 121 mln HUF 19 191 mln HUF 22 262 mln HUF 26 936 mln HUF 21% 39% Listing 6 062 mln HUF 8 035 mln HUF 9 326 mln HUF 11 242 mln HUF 21% 16% E-mail 824 mln HUF 1 246 mln HUF 1 341 mln HUF 1 239 mln HUF -8% 2% Total 41 155 mln HUF 49 433 mln HUF 56 172 mln HUF 68 385 mln HUF 22% -
  36. 36. 35 Digital Ad Market 2013-2016 Subsegments (YoY, share) Net data 2013 spend 2014 spend 2015 spend 2016 spend Change 2016/2015 Share Mobil 1 943 mln HUF 4 722 mln HUF 9 336 mln HUF 16 707 mln HUF 79% 24% 2013 spend 2014 spend 2015 spend 2016 spend Change 2016/2015 Share Total automated - mln HUF 4 388 mln HUF 6 325 mln HUF 9 053 mln HUF 43% 13% Programmatic - mln HUF 85 mln HUF 580 mln HUF 1 028 mln HUF 77% 1,5% RTB - mln HUF 85 mln HUF 513 mln HUF 944 mln HUF 84% 1,4% 2013 spend 2014 spend 2015 spend 2016 spend Change 2016/2015 Share Video spend 503 mln HUF 1 225 mln HUF 1 956 mln HUF 2 169 mln HUF 11% 3%
  37. 37. 36 Digital Ad Market 2013-2016 Listing subsegments (YoY, share) Net data 2013 spend 2014 spend 2015 spend 2016 spend Change 2016/2015 Share Listing 6 062 mln HUF 8 035 mln HUF 9 326 mln HUF 11 242 mln HUF 21% 16% 1. Classifieds 3 917 mln HUF 5 550 mln HUF 6 513 mln HUF 7 739 mln HUF 19% 11% Auto 643 mln HUF 812 mln HUF 949 mln HUF 1 123 mln HUF 18% 2% Job 2 267 mln HUF 3 658 mln HUF 4 238 mln HUF 4 979 mln HUF 17% 7% Real estate 1 007 mln HUF 1 080 mln HUF 1 327 mln HUF 1 638 mln HUF 23% 2% 2. Price comparison 1 280 mln HUF 1 738 mln HUF 1 933 mln HUF 2 262 mln HUF 17% 3% 3. Auction 590 mln HUF 472 mln HUF 400 mln HUF 541 mln HUF 35% 1% 4. General classifieds 275 mln HUF 275 mln HUF 480 mln HUF 700 mln HUF 46% 1%
  38. 38. 37 IAB Hungary
  39. 39. 38 iabhublog.com

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