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ADEX 2010 Internet advertising spending in europe (5th edition)

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•Introduction and methodology
•Top-line figures
•Key trends

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ADEX 2010 Internet advertising spending in europe (5th edition)

  1. 1. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Adex 2010Internet advertising spending in Europe (5th edition) Key findings
  2. 2. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAAdex 2010: key findingsAgenda• Introduction and methodology• Top-line figures• Key trendsSpeakers• Catherine Borrel, IAB Europe• Vincent Létang & Daniel Knapp, IHS Screen Digest
  3. 3. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAMethodology
  4. 4. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAComparing “apples to apples” NET RATECARD GROSS Revenue Billed Campaigns x Revenue Billed No Agency commissions Ratecard
  5. 5. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAKey challenges to ensure comparability • Fair Gross value • Category representation • Display • Search • Classifieds & Directories • Other • Exchange rate adjustments at a constant rate • Introduction of mobile display and mobile search
  6. 6. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAOur coverage now includes 25 countries• Austria • Italy• Belgium • Netherlands• Bulgaria • Norway• Czech Republic • Poland• Croatia • Russia• Denmark • Romania• Finland • Slovenia• France • Slovakia• Germany • Spain• Greece • Sweden• Hungary • Switzerland• Ireland • Turkey • UK
  7. 7. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIATopline Figures
  8. 8. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAOverall growth: 15.3%• At constant country sample (25 countries of 2009 and 2010)• At constant exchange rate Total online advertising (€bn) 20 18 16 14 12 10 2009 2010
  9. 9. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAKey facts and figures• A €17.7bn market• Internet advertising back to double-digit growth – Re-accelerating to +15.3% in 2010 – 2009: +4.5%, 2008: +20%• Internet now contributes 18% to all-media adspend• Online Display showing the strongest growth: + 21.3%
  10. 10. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAEurope continues to chase the US Total online advertising (€bn) 25 20 15 10 5 0 2009 2010 Europe US Constant exchange rate: average 2010: 1 EUR = 1.3279 USD
  11. 11. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIADisplay drivers• New formats/platforms: video, social, mobile• Innovation in targeting, audience measurement and banner formats• General renaissance of branding campaigns and display media
  12. 12. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Key Trends(segments, markets)
  13. 13. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIASegments: display beats search growth in 2010…25% 21,3%20% 16,1% 15,3%15%10% 7,4% 5% 0% Display Search Classifieds & Grand total directories -5% 2009 2010
  14. 14. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA…but search remains the larger segment 9 €8,0bn 8 7 6 €5,8bn 5 €3,9bn 4 3 2 1 0 Display Search Classifieds & directories 2009 2010
  15. 15. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA…however, display increased its share to 33% Segment market shares (%)100% 90% 21 23 80% 70% 60% 46 45 50% 40% 30% 20% 30 33 10% 0% 2009 2010 Display Search Classifieds/Directories Other
  16. 16. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAMarkets: The top 6 make 74% of total adspend Total online adspend in €m€ 6 000€ 5 000 € 4 770€ 4 000 € 3 630€ 3 000€ 2 000 € 1 883 € 1 004 € 1 007€ 1 000 € 687 € 814 € 435 € 521 € 565 €0 Denmark Norway Sweden Russia Spain Italy Netherlands France Germany UK
  17. 17. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAComparing Markets (1): CEE is catching up Total online advertising growth 2009 – 2010 (%)40%35%30%25%20%15%10%5%0%
  18. 18. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Comparing Markets (2): Display surges in East & West Online display advertising growth 2009 – 2010 (%)50%45%40%35%30%25%20%15%10%5%0%
  19. 19. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAMobile display enters the mainstream Mobile display adspend in proportion of total display (%) 12% 11,4% 10% 8% 6% 4% 3,5% 3,1% 2,8% 2,8% 2% 0,7% 0% Finland Italy Spain Norway UK Hungary
  20. 20. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Market: Growth and maturity 45% 40% RussiaYear-on-year growth 2009-2010 35% 30% Turkey Romania Slovenia Switzerland 25% Greece Bulgaria Czech Republic Spain Italy Germany 20% Norway Austria Finland Croatia Hungary Denmark 15% Belgium Poland UK Netherlands Ireland 10% Slovakia Sweden France 5% 0% 0% 5% 10% 15% 20% 25% 30% 35% Online advertising market share *Calculated using WARC & IHS Screen Digest data
  21. 21. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAPanel discussion• Vincent Létang, IHS Screen Digest• Tim Elkington, IAB UK• Andrey Sebrant, Yandex• Björn Kaspring, OVK (IAB partner, Germany)
  22. 22. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAThank youQuestions?

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