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Iab europe ad ex 2009

  1. 1. AdEx 2009 European online advertising expenditure Published September 2010
  2. 2. Contents Introduction 3 About this report 4 Executive summary 5 Europe and the US 6 23 European markets in perspective 7 Europe retrospective 8 Update on ‘10 before 10’ 10 Search top of the formats in 2009 11 Search 12 Classifieds 15 Display 17 Regional and country detail Western Europe 20 Central and Eastern Europe 23 Forecasting the European advertising market in 2009-2010 25 2010-2011 Forecast 25 Online TV advertising 27 Mobile advertising 29 Top 10 properties December 2009 30 Top 10 ad publisher sites by ad impressions 32 Internet penetration in Europe 34 Appendix i – Definition of formats 36 Appendix ii – Participating IABs 37 Appendix iii – Methodology and adjusted data 38 Appendix iv – Estimates and adjustments 39 Appendix v – Our research partners 40 Special thanks 41 IAB Europe AdEX 2009 Published September 2010 © IAB Europe
  3. 3. Introduction One thing the digital advertising industry cannot be accused of is My thanks to Catherine Borrel of IAB Europe and Vincent Létang and complacency: we devote a great deal of time, energy and money to Daniel Knapp of Screen Digest for presenting so clearly the data and continually challenging ourselves. As a young industry in a rapidly analysis of research covering 23 markets ranging from the mature moving environment, IAB Europe’s members know that if we don’t markets of the Nordic nations and Western Europe to the emerging adapt, we won’t survive. This year’s AdEx Europe Benchmark report markets in Eastern and Southern Europe. In addition to auditing the shows that our self-examination is paying off: in extremely difficult AdEx data, Screen Digest’s analysts have provided some forward economic times Europe’s online advertising market has continued to looking commentary and data that we hope you’ll find useful. I would grow and - what’s more - it was the only advertising format that also like to thank our members InSites Consulting, comScore and didn’t go backwards in 2009. The internet share of the total Nielsen Online for providing us with additional data for this report. advertising market approached 20%, almost doubling its slice of the market over two years. As the fourth issue of this report, IAB Europe is proud to acknowledge that our annual report has become essential reading for Search advertising once again led the field recording a 10.8% everyone connected to the digital advertising industry in markets increase on a like-for-like basis, a slowdown from the previous year throughout the world. We hope that once again you will find the data, but a notable achievement nonetheless. Display advertising was flat insight and forecasts in this report useful for your business. and even down in most mature markets. We took brand advertising as our theme for this year’s Interact Congress in Barcelona, We look forward to the next chapter! recognising the need to reinforce the message that brand advertising offers unique scope in creativity, innovation and engagement and it is Regards capable of delivering the enhanced measurement standards advertisers seek to justify more investment in campaigns. Pressure Alain Heureux on budgets had kept them relying on tried and tested formats, but the good news is that display is already sprouting the green shoots of recovery in the first quarter of 2010. Video on digital platforms combined with social media is capable of delivering reach and efficiency measures to challenge any traditional media. Growth in the most mature online ad markets UK, France, Germany, Netherlands, Spain and Italy - slowed to single digit rates, though Spain and Italy grew more as they started from a lower base. Growth in Spain was remarkable when compared to the collapse of its traditional advertising market at –23%. Only four markets posted double-digit growth in 2009: Greece, Austria, Poland and Turkey Alain Heureux IAB Europe President again starting from low bases. and CEO Our reach this year has expanded with Russia, Switzerland, Bulgaria and Slovakia joining the AdEx Europe Benchmark – we welcome them wholeheartedly as members and celebrate the fresh perspectives each one brings to the report. In addition, we received figures from Ireland - one of our newest IABs - once the AdEx research had been produced and released in June. We’re pleased to provide some Irish figures in this report, but you won’t see the numbers in the total figures for 2010. IAB Europe AdEX 2009 Published September 2010 © IAB Europe 3
  4. 4. About this report The sources of the online advertising spend data contained within this report are the annual industry benchmarking studies run by each national Interactive Advertising Bureau (IAB) in Europe. The national benchmarking studies represent the income of thousands of websites and online advertising businesses. The results reported are considered the closest measurement of online advertising revenues across Europe as the data is compiled directly by local IABs based on information supplied by companies selling advertising online. Only IABs that were able to provide 12 full months of advertising expenditure data are included. The data for this report is stated on the basis of actual gross income (the monies actually paid by the advertiser, including any agency commission). The report incorporated data from the following four online advertising sectors: w Display advertising w Search (pay per click fees) w Classifieds & Directories w Other IAB Europe in partnership with Screen Digest collates and aggregates the data and makes the adjustments necessary to enable the data to be comparable. More details of this process are provided in the Appendix. The result is comparable data based on actual revenues from across Europe. This is the fourth edition of the report, and therefore once again we are able to include year-on-year comparisons in the report for those countries that have participated for at least two years. Screen Digest does not audit the information or the data from local IABs and provides no opinion or other form of assurance with respect to the information. Only aggregate results are published and individual company information is held in strict confidence by the audit partners of local IAB studies. The figures featured in this report include data from 23 IABs. In addition we have figures for the Irish market detailed in the Appendix, however these were not published in time to be included in the main report IAB Europe AdEX 2009 Published September 2010 © IAB Europe 4
  5. 5. Executive summary European online advertising continued to grow in 2009, despite the 2009. Whilst the mature markets managed small growth despite the challenging economic climate that severely affected almost every impact of the economic climate, some of the markets in the CEE advertising market in the region. region experienced setbacks, with Romania, Slovakia and Croatia’s online advertising markets showing small declines of up to 5.5%. Total online advertising spend for the 23 countries under However the total advertising industries of these emerging markets measurement in the IAB Europe network reached €14.7 billion in the also suffered the greatest impact of the economic conditions with year. This represents a like-for-like growth of 4.5% on the 2008 overall declines of up to 33%, showing that the online industry was total of €13.2 billion. still well outperforming the other advertising channels in this region. The gap between the values of the online advertising markets in Search remains the leading format in Europe, driving growth in the Europe and the USA has continued to narrow, with the difference sector with a year-on-year growth rate of 10.8% taking it to €6.7 dropping from €3.7 billion in 2008 to €1.6 billion in 2009, reflecting billion; Display remains static with a growth of 0.3% at €4.4 billion; the strong performance of the European markets in difficult and Classifieds and Directories drop slightly, with a decline of -1.4% economic times. taking the total invested in this sector to €3.4 billion. The top six markets in Europe account for 76% of the total value of This report provides detailed analysis of what is happening in each of the market. Still at 64%, the share of the European online advertising the formats, along with forecasts based on the AdEx 2009 figures market attributed to the UK, Germany and France has not changed in from our research partner Screen Digest. Total online advertising 2008 & 2009 like-for-like growth of 4.5% €14.7 15 €13.2 12 Billion Euros 9 6 3 0 2008 2009 Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 5
  6. 6. Europe and the US Between 2008 and 2009 total US online advertising spend actually decreased from €16.8 to €16.3 billion, compared to the increase in Europe of €1.5 billion. Most European markets recorded stronger performance than the US between 2008 and 2009, with Croatia, Romania and Slovakia the only European markets to record a decline in spend during this time. Total online ad spend Europe vs USA 2008 & 2009 20 Europe USA €16.8 €16.3 €14.7 15 €13.2 Billion Euros 10 5 0 2008 2009 Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 6
  7. 7. The 23 European markets in perspective Once again, in 2009 the UK is the largest online advertising market in 27% of the overall online spend across Europe, followed by Germany Europe, with a spend of just over €4 billion. Germany and France are with 21% and France with 12%. Italy (6%), the Netherlands (6%) and the only other markets with spend of over a billion. Spain (5%) are the next largest markets in terms of spend, maintaining the same proportions they had in 2008. Each of these countries also recorded like-for-like growth in the region of 2-5% in Euro terms when compared to 2008 figures. Across the European markets covered in this report, online accounts for 16.5% of main media spend. However at country level this figure Looking at share of spend, UK once again dominates, representing ranged from 27.3% in the UK, down to 1.8% in Romania. Total by country 2008 and 2009 € 3,834 UK € 4,011 € 2,939 Germany € 3,092 € 1,731 France € 1,760 € 798 Italy € 849 € 800 Netherlands € 815 € 635 Spain € 683 € 455 Sweden € 467 € 390 Norway € 401 € 374 Denmark € 384 € 263 Poland € 296 € 280 Belgium € 293 € 200 Austria € 228 € 174 Finland € 182 € 108 Turkey € 120 € 79 Hungary € 85 € 46 Greece € 69 € 26 Slovakia € 24 2008 € 20 2009 Slovenia € 21 € 15 Croatia € 15 € 14 Romania € 13 0 1000 2000 3000 4000 5000 Source: IAB Europe/Screen Digest © Million Euros Only countries with 2 years of data shown Share of total spend by country Million Euros Italy €849 Netherlands €815 6% 6% Spain €683, 5% France €1,760 Russia €514, 3% 12% Sweden €467, 3% Norway €401, 3% Denmark €384, 3% Switzerland €355, 2% Poland €296, 2% Belgium €293, 2% Austria €228, 2% Finland €182, 1% Turkey €120, 1% Hungary €85, 1% Germany €3,092 Greece €69, 0% 21% Bulgaria €25, 0% Slovakia €24, 0% Slovenia €21, 0% Croatia €15, 0% Romania €13, 0% UK €4,011 27% Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 7
  8. 8. European online advertising industry grew 4.5% in 2009 Looking back over the past challenging year for the industry, the We have adjusted the 2008 results using 2009 exchange rates to growth of just 4.5% - compared to 20% in 2008 - reflects the provide like-for-like data for the country totals. The UK, Germany economic environment. At a country level the average growth rate and France are the only countries to break €1 billion in 2009 was just 6%. - a similar result to 2008. Emerging markets such as Romania, Croatia, Slovenia and Slovakia are small compared to the more Only four countries recorded double digit growth, with Greece being established markets like Spain and the Netherlands. the most impressive at 49%, followed by Austria (14%), Poland (13%) and Turkey (12%). At the other end of the scale, the online advertising markets in Croatia, Romania and Slovakia actually shrank in 2009. Growth by country from 2008 to 2009 49% 50 40 30 20 14% 13% 12% 10 7% 7% 6% Average 6% 5% 5% 4% 3% 3% 2% 2% 2% 2% 1% 0 -3% -5% -6% e ia ey y ly y e k s ia y ia ia ia ec str lan d rk ain gar Ita an um lan d UK en c ar d n a t an ak -10 e Sp gi ed an m lan ove or w oa ov Gr Au Po Tu H un er m Bel Fin Sw Fr en her Sl N Cr om Sl G D R et N Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 8
  9. 9. European online advertising industry grew 4.5% in 2009 Industry growth -the advertiser’s perspective Jef Vandecruys, Global Project Leader Digital Connection, Anheuser-Busch InBev "Digital advertising is capable of delivering not double, but triple digit growth if everyone can play their role to the best of their ability. In particular as an industry, we need to agree on our Key Performance Indicators, and to find a standardised way to measure online branding" Online advertising spend by country 2009 UK € 4011 Germany € 3092 France € 1760 Italy € 849 Netherlands € 815 Spain € 683 Russia € 514 Sweden € 467 Norway € 401 Denmark € 384 Switzerland € 355 Poland € 296 Belgium € 293 Austria € 228 Finland € 182 Turkey € 120 Hungary € 85 Greece € 69 Bulgaria € 25 Slovakia € 24 Slovenia € 21 Croatia € 15 Romania € 13 0 1000 2000 3000 4000 5000 Million Euros Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 9
  10. 10. 10 before 10 achieved In June 2008, Alain Heureux, President of IAB Europe predicted that These results highlight the growing importance of online as part of we were well on the way to achieving a major online advertising the advertising media mix. In fact in 2009 there are five countries - milestone, where online advertising in 10 European countries would Netherlands, Sweden, Norway, Denmark and the UK - where online account for at least 10% of overall ad spend by 2010. In spite of the represents at least 20% of the main media spend. Only eight countries challenging economic climate, in 2009 this target was surpassed with have an online advertising industry that constitutes less than 10% of 15 countries investing 10% or more of their main media spend on main media spend. online advertising. In 2008 nine countries met this benchmark, whilst in 2007 there were only seven. Spending on online advertising as a proportion of main media spend in 2009 UK 27.3% Denmark 25.5% Norway 23.4% Sweden 22.6% Netherlands 21.8% Germany 17.8% France 15.3% Switzerland 14.0% Finland 14.0% Poland 13.4% Spain 12.4% Russia 11.7% Belgium 10.6% Italy 10.3% Hungary 10.1% Turkey 9.2% Austria 7.5% Slovenia 6.7% Bulgaria 6.2% Croatia 6.2% Greece 4.1% Romania 1.8% % of main media spend Source: IAB Europe/WARC © WARC’s main media figures include spend on newspapers, magazines, TV, radio, cinema and outdoor advertising IAB Europe AdEX 2009 Published September 2010 © IAB Europe 10
  11. 11. Search remained resilient, but display under pressure in 2009 Search continued to grow in 2009, posting a 10.8% increase on a However, it still accounted for 30% of the European online market, like-for-like basis, although this was down from 26% growth the with a spend of €4.4bn across the 23 markets measured. previous year. In 2009 search accounted for 46% of online ad expenditure in the 23 markets measured, with a value of €6.7bn. Search outperformed display last year as the pressures of the economic conditions encouraged advertisers to focus on achieving Display advertising was flat overall (+0.3%) and was down in most return on investment through direct response formats at the expense mature markets: France (-6%), UK (-5%) and (Sweden -5%). of brand advertising. However as countries in the IAB Europe network are already reporting a recovery in online display in the first quarter of 2010 it seems that this trend was only temporary. In 2008 Classifieds & Directories enjoyed a healthy year-on-year Share of formats 2009 Million Euros growth of 17.4%, but this was not repeated in 2009, with the format actually shrinking in value by -1.4%. This slight decline was driven by the impact that the recession had on industry sectors that invest in Search Classifieds & €6,733, 46% classifieds: recruitment and real estate. However, Classifieds & Directories €3,420, 23% Directories still represented 23% of the ad spend and had a market value of €3.4bn. Other €182, 1% Display €4,011, 30% Source: IAB Europe/Screen Digest © Growth of formats 2008-2009 12 10.8% 10 8 6 4 2 0.3% 0 Search Display -1.4% -2 Classifieds & Directories Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 11
  12. 12. Search w Value €6.7 billion w Accounts for 46% of overall online spend w Total European like-for-like growth 10.8% w Top five countries in terms of value: UK, Germany, France, Netherlands, Spain w Top five countries in terms of growth: Greece, Croatia, Hungary, Denmark, Poland w Only two countries recorded a shrinking search sector in 2009: Slovakia and Slovenia. Search value and growth Growth 2008-2009 2009 Value 100 75 2500 50 Growth % 2000 Million Euros 1500 25 1000 0 500 0 -25 ia um ria tia ar k nd ce ny ece ry ly ds ay d ia ia ia ia in n d ey UK str i ga roa nm inla Fran rma e ga Ita lan w olan an uss vak ven Spa ede rlan urk Au Belg Bul Gr Hun r or m R C D e F G e he N P Ro Sl o Sl o Sw itze T et Sw N Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 12
  13. 13. Search Brand building and the media mix Laurent Delaporte, VP of Microsoft Advertising, EMEA Laurent is passionate about the role digital can play in building Today there’s a disconnect between the percentage of ad budgets brands “Online has a huge advantage over some traditional media in allocated to online marketing campaigns and the levels of consumers’ that it can drive sales and build brands simultaneously. Whilst sales online use. The mission – one that is totally possible and down to the oriented search and direct response activity will never be totally digital industry to embrace - is to understand how to combine digital superseded by brand building online, there will inevitably be a greater in the ad mix in the most appropriate way for each brand.” balance between the budgets allocated to each in the future. Search value by country 2008 and 2009 (all data adjusted to 2009 exchange rates) UK € 2,200 € 2,409 Germany € 1,328 € 1,461 France € 525 € 572 Netherlands € 400 € 410 Spain € 324 € 356 Italy € 285 € 316 Russia € 255 Denmark € 116 € 149 Sweden € 112 € 125 Belgium € 95 € 105 Norway € 78 € 96 Switzerland € 95 Finland € 85 € 93 € 65 Poland € 82 Austria € 60 € 75 € 43 Turkey € 54 Greece € 20 € 40 € 13 Hungary € 18 Bulgaria €7 €3 Croatia €5 €6 2008 Slovenia €4 €4 2009 Slovakia €4 Romania €1 0 500 1000 1500 2000 2500 Million Euros Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 13
  14. 14. Search Search growth by country 2008-2009 (all data adjusted to 2009 exchange rates) Greece 100.0% Croatia 66.2% Hungary 38.1% Denmark 27.9% Poland 25.8% Austria 25.3% Romania 24.8% Turkey 24.8% Norway 22.9% Sweden 11.4% Italy 11.0% Belgium 10.7% Finland 10.6% Germany 10.0% Spain 9.9% France 9.0% UK 8.1% Netherlands 2.5% Slovakia -6.7% Slovenia -19.5% -20 0 20 40 60 80 100 % Growth Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 14
  15. 15. Classifieds & Directories w Value €3.4 billion w Top five countries in terms of growth: Slovenia, Spain, Italy, w Accounts for 23% of overall online spend Slovakia, Sweden w Total European like-for-like growth -1.4% w Six countries had a shrinking classified sector in 2009: Croatia, w Top five countries in terms of value: UK, France, Germany, Italy, Denmark, Finland, UK, Germany, Belgium Netherlands Classifieds & directories value and growth 800 40 Growth 2008-2009 2009 Value 700 30 600 20 500 10 Million Euros Growth % 400 0 300 -10 200 -20 100 -30 0 -40 ia m ia ia ark nd ce ny ece ary aly ds ay nd nia ssia kia nia ain en nd key UK str iu gar oat l a an a e g It lan rw ola a a e Sp ed rla ur Au Belg Bul Cr enm Fin Fr erm Gr un r Ru lov lov D G H he No P Rom S S Sw itze T Net Sw Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 15
  16. 16. Classifieds & Directories Classifieds & directories value by country 2008-2009 UK € 802 € 760 France € 686 € 704 Germany € 656 € 637 Italy € 170 € 185 Netherlands € 171 € 175 Norway € 157 € 162 Sweden € 144 € 153 Switzerland € 136 Belgium € 108 € 107 Denmark € 128 € 92 Russia € 84 Poland € 45 € 47 € 46 Austria € 47 Spain € 40 € 45 Finland € 36 € 30 Turkey € 30 € 30 Hungary € 12 € 12 €5 Slovakia €5 Bulgaria €4 Croatia €7 2008 €4 €1 2009 Slovenia €1 Romania € 0.01 € 0.01 Greece 0 200 400 600 800 1000 Million Euros Source: IAB Europe/Screen Digest © Classifieds & directories growth by country 2008-2009 (all data adjusted to 2009 exchange rates) Slovenia 29.3% Spain 10.9% Italy 9.0% Slovakia 8.7% Sweden 6.7% Poland 5.5% Norway 3.0% France 2.7% Netherlands 2.1% Austria 0.6 % Romania 0.6 % Turkey 0.6 % Hungary 0% Belgium -0.7% Germany -2.9 % UK -5.3 % Finland -17.5 % Denmark -28.7 % Croatia -40.5 % -50 -40 -30 -20 -10 0 10 20 30 Growth % Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 16
  17. 17. Display w Value €4.4 billion w Accounts for 30% of overall online spend w Total European like-for-like growth 0.3% w Top five countries in terms of value: Germany, UK, France, Italy, Spain w Top five countries in terms of growth: Austria, Greece, Finland, Denmark, Poland w Seven countries had a shrinking display sector in 2009: Norway, Slovakia, France, Romania, Sweden, UK, Hungary. Display value and growth 1000 30 Growth 2008-2009 2009 Value 800 20 600 10 Million Euros Growth % 400 0 200 -10 0 -20 ia um ria tia ark nd ce ny ece ary aly ds ay nd nia ssia ain kia nia en nd key UK str i ga oa la an a e g It lan rw ola a Sp lova love wed zerla Tur Au Belg Bul Cr enm Fin Fr erm Gr un r Ru D G H he No P Ro m S S S it N et Sw Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 17
  18. 18. Display Brand building and your audience Tom Bowman, Vice President of Strategy & Operations for Global Advertising Sales at BBC Worldwide “Branding is a continuous task for marketers and the basic principles Publishers like BBC Worldwide are in the business of selling audience of marketing apply to campaigns online as well as offline. The brand and, in order to do this effectively, they need to understand attitudes manager of a sophisticated luxury brand for example will be looking to different devices (mobile, PC, games console) and then craft the to communicate that message online - and publishers need to be message to win attention. Successful online brand campaigns, as in aware of this. Some websites still don't understand this and clutter every other medium, rely on understanding the audience and their sites - big turn offs for advertisers and users alike” matching the advertiser, the brand and the message to it” Display value by country 2008 - 2009 Germany € 956 € 994 UK € 821 € 777 France € 482 € 453 Italy € 323 € 326 Spain € 270 € 278 Netherlands € 205 € 206 Sweden € 190 € 180 Russia € 174 Poland € 145 € 158 Denmark € 129 € 141 € 154 Norway € 137 Switzerland € 124 Austria € 91 € 103 Belgium € 77 € 81 Finland € 54 € 59 Hungary € 49 € 49 Turkey € 35 € 37 Greece € 26 € 29 Slovakia € 17 2008 € 15 Bulgaria 2009 € 14 Slovenia € 13 € 14 Romania € 13 € 12 Croatia €5 €6 0 200 400 600 800 1000 Million Euros Source: IAB Europe/Screen Digest © IAB Europe AdEX 2009 Published September 2010 © IAB Europe 18
  19. 19. Display Display growth by country 2008 - 2009 (all data adjusted to 2009 exchange rates) Austria 13.4 % Greece 9.6 % Finland 9.4 % Denmark 9.4 % Poland 8.9 % Slovenia 8.6 % Croatia 6.2 % Turkey 5.0 % Belgium 4.5 % Germany 4.0 % Spain 3.1 % Italy 1.0 % Netherlands 0.2 % Hungary -0.047 % UK -5.3 % Sweden -5.4 % Romania -5.5 % France -6.0 % Slovakia -9.2 % Norway -11.1 % -12 -9 -6 -3 0 3 6 9 12 15 Growth % Source: IAB Europe/Screen Digest © Guy Phillipson, Chairman IAB Europe & CEO IAB UK “The advertising recession hit hard in 2009, with total UK media 5.3%. The star format was undoubtedly video advertising, which grew down 11.2%. Against this background, online display held up a staggering 140%. And with continued strong growth in social relatively well in the UK, recording its first ever annual decline at - media, the UK can look forward to a healthy overall increase in 2010” IAB Europe AdEX 2009 Published September 2010 © IAB Europe 19
  20. 20. Regional and country detail Western Europe Spend by format and by country: Western Europe 5000 Display Classifieds & Directories Search 4000 Other 3000 Million Euros 2000 1000 0 UK y ce ly ds ain en ay k d m ia d ce ar an lan lan Ita str iu lan an rw ed Sp nm ee rm lg Au er Fin Fr No Sw er Gr Be itz De Ge th Sw Ne Other €65.9 €30.8 €21.6 €24.5 €3.9 €9.1 €6.1 €2.5 €3.2 Search €2408.9 €1461.2 €572.0 €316.4 €410.0 €356.4 €124.7 €95.6 €148.9 €95.1 €104.7 €75.2 €93.5 €40.0 Classifieds €759.7 €636.5 €704.4 €185.3 €175.0 €44.7 €153.4 €161.7 €91.5 €136.4 €107.4 €46.6 €29.9 €0.0 Display €776.7 €993.9 €453.0 €326.0 €205.6 €278.3 €179.7 €137.2 €140.6 €123.9 €80.7 €103.0 €58.7 €28.5 Source: IAB Europe/Screen Digest © UK Germany The UK is the largest market by spend of the 23 countries covered in As was the case in 2008, Germany is the second largest market this report, with a value of just over €4 billion in 2009. The UK also overall. Germany has the most valuable display sector - worth €994 recorded the highest proportional spend for online - 27.3% of total million, however in terms of proportional spend, this only accounts main media spend. Search is the dominant category in the UK, for 32% of the overall online ad spend. Search is the dominant accounting for 60% of total online spend, and making the UK the category, with 47% of overall online spend, with Classifieds & country with the highest proportion of online ad spend in this category. Directories at 21%. The German online advertising market also The UK online advertising market managed a 3.2% like-for-like growth managed a small growth despite the fact that the advertising market when the rest of the advertising market saw a decline of -11.5% as a whole saw a decline of -9.3%, 2009 Online Ad Spend €4,011 m 2009 Online Ad Spend €3,092 m 2008-2009 online ad spend growth 3.2% 2008-2009 online ad spend growth 5.2% 2009 main media spend (WARC) €14,714 m 2009 main media spend (WARC) €17,391 m Online as a proportion of main media spend (WARC) 27.3% Online as a proportion of main media spend (WARC) 17.8% IAB Europe AdEX 2009 Published September 2010 © IAB Europe 20
  21. 21. Regional and country detail Western Europe France Spain France, along with Norway, has the largest classified market in terms Spain had the third highest proportional spend on Search in Europe, at of proportional spend (both 40%), and the second largest after the 52%. Display is the second largest category at 41%, whilst Classifieds UK in terms of spend (€704m). Search is the second most popular & Directories account for only 7% of online spend. Growth was just category at 32%, followed by Display at 26%. The online advertising above average at 7.1% and achieved when the advertising market as a market in France managed a small growth despite the fact that the whole saw a decline of -20%. As online still only accounts for 12.4% advertising market as a whole saw a decline of -12.5% of main media spend there is still room for strong growth. 2009 Online Ad Spend €1,760 m 2009 Online Ad Spend €683 m 2008-2009 online ad spend growth 2.2% 2008-2009 online ad spend growth 7.1% 2009 main media spend (WARC) €11,525 m 2009 main media spend (WARC) €5,502 m Online as a proportion of main media spend (WARC) 15.3% Online as a proportion of main media spend (WARC) 12.4% Italy Sweden Italy is the fourth largest market in Europe, maintaining its position At 22.6% Sweden has the third highest proportion of online spend as from 2008. Display is the dominant sector, but only by 1% in part of the overall main media mix. Display accounts for 38% of proportional spend terms accounting for 38% of the spend compared spend, followed by Classifieds & Directories (33%) and Search (27%). to Search on 37%. Classifieds & Directories come a distant third at The modest growth of 2.7% in online advertising was achieved in a 22%. However as online still represents only 10.3% of main media year where the advertising market as a whole saw a decline of -13.4%. spend, considerably below many other Western European markets, there is still room for industry growth in the near future. 2009 Online Ad Spend €467 m 2008-2009 online ad spend growth 2.7% 2009 Online Ad Spend €849 m 2009 main media spend (WARC) €2,069 m 2008-2009 online ad spend growth 6.4% Online as a proportion of main media spend (WARC) 23% 2009 main media spend (WARC) €8,259 m Online as a proportion of main media spend (WARC) 10.3% Norway Norway has the second highest proportion of main media spend Netherlands devoted to online - 23.4%. The majority of spend, 40%, goes on The Netherlands is the fifth largest market in terms of spend. As one Classifieds & Directories. This is the highest proportion in Europe, a of the most mature European markets, the Netherlands saw little position shared with France where 40% of spend also goes towards growth in online advertising spend in 2009 - just 1.8%. This was Classifieds & Directories. Display represents 34% of online spend in achieved despite the advertising market as a whole declining by -13.1% Norway, while Search accounts for just 24%. in the same period. Search is the predominant category, accounting for 50% of spend, followed by Display (25%) and Classifieds & 2009 Online Ad Spend €401 m Directories (21%). 21.8% of the Netherlands main media spend goes 2008-2009 online ad spend growth 1.4% towards online, which is the fifth largest proportion in Europe. 2009 main media spend (WARC) €1,714 m Online as a proportion of main media spend (WARC) 23.4% 2009 Online Ad Spend €815 m 2008-2009 online ad spend growth 1.8% 2009 main media spend (WARC) €3,746 m Online as a proportion of main media spend (WARC) 21.8% IAB Europe AdEX 2009 Published September 2010 © IAB Europe 21
  22. 22. Regional and country detail Western Europe Denmark Finland One quarter of Denmark's main media spend goes to online - the The Finnish online advertising market is worth €182 million in 2009, second highest proportion in Europe. Search accounts for 39% of which represents14% of main media spend. Search represents 51% of spend, closely followed by Display (37%), with Classifieds & online spend, followed by Display (32%) and Classifieds & Directories Directories on 22%. (16%). 2009 Online Ad Spend €384 m 2009 Online Ad Spend €182 m 2008-2009 online ad spend growth 2% 2008-2009 online ad spend growth 4.4% 2009 main media spend (WARC) €1,507 2009 main media spend (WARC) €1,296 m Online as a proportion of main media spend (WARC) 25.5% Online as a proportion of main media spend (WARC) 14% Switzerland Ireland Switzerland is a new market for this report, so no growth figures are Ireland is the second smallest market in Western Europe, worth available. The Classifieds & Directories market accounts for 38% of €97.2 million in 2009. Search represents 46% of online spend, total online spend, the second highest proportion in Europe. Display followed by Classifieds & Directories (27%) and Display (26%). This is accounts for 35%, and search 27%. the first year that data from Ireland has been included in the AdEx report, so there is no growth data available. There is no WARC data 2009 Online Ad Spend €355 m available for Ireland. The data from Ireland was received after initial 2009 main media spend (WARC) €2,531 m publication, and is therefore not included in the other calculations in Online as a proportion of main media spend (WARC) 14% this report. 2009 Online Ad Spend €97.2 m Belgium Belgium devotes 10.6% of main media spend to online. Classifieds & Directories account for 37%, Search 36% and Display 28%. Greece Greece was the fastest growing market in Europe in 2009 by a 2009 Online Ad Spend €293 m considerable margin, recording an increase of 48.9%, although the 2008-2009 online ad spend growth 4.6% overall market value is small, and online represents only 4.1% of main media spend. Greece is the only European market that recorded 2009 main media spend (WARC) €2,753 m no spend on Classifieds & Directories in 2009, instead spending 58% Online as a proportion of main media spend (WARC) 10.6% on Search and 42% on Display advertising. Austria 2009 Online Ad Spend €69 m Although Austria recorded the best growth rate in Western Europe, and 2008-2009 online ad spend growth 48.9% the second highest growth rate overall (14%), online still only accounts 2009 main media spend (WARC) €1,654 for 7.5% of main media spend. Display is the dominant format (40%), Online as a proportion of main media spend (WARC) 4.1% followed by Search (33%) and Classifieds & Directories (20%). 2009 Online Ad Spend €228 m 2008-2009 online ad spend growth 14% 2009 main media spend (WARC) €3,039 m Online as a proportion of main media spend (WARC) 7.5% IAB Europe AdEX 2009 Published September 2010 © IAB Europe 22
  23. 23. Regional and country detail Central and Eastern Europe Spend by format and by country: Central and Eastern Europe 600 Display Classifieds & Directories Search 500 Other 400 Million Euros 300 200 100 0 a d ey y ia kia a tia ia ar ssi ni lan ar an rk oa va ve ng Ru lg m Tu Po Cr Slo Slo Bu Hu Ro Other €8.4 €4.7 €0.9 €0.2 Search €255.5 €82.4 €53.8 €18.5 €6.6 €3.8 €4.5 €5.0 €0.6 Classifieds €84.2 €47.0 €29.8 €12.4 €4.0 €5.2 €1.2 €4.0 €0.01 Display €174.1 €158.4 €36.8 €49.1 €14.0 €15.3 €14.0 €5.7 €12.3 Source: IAB Europe/Screen Digest © Although overall online ad spend is low in this region compared to Western Europe, three of the four fastest growing online markets all come from this region - Greece, Turkey and Poland. Russia Poland Russia makes its first appearance in this year's report, so no growth The Polish online market had the third highest growth rate in 2009 of data is available. Russia is the largest CEE market, worth €514 12.7%, and online also accounts for 13.4% of main media spend - million. Online also represents 11.7% of main media spend - a figure comparable to some markets in Western Europe. Display is by far the higher than some more established markets such as Belgium and most popular category, accounting for 53% of online spend, followed Italy. Search accounts for half of Russia's online ad spend, followed at a distance by Search (28%) and Classifieds & Directories (16%). by Display (34%) and Classifieds & Directories (16%). 2009 Online Ad Spend €514 m 2009 Online Ad Spend €296 m 2009 main media spend (WARC) €4,405 m 2008-2009 online ad spend growth 12.7% Online as a proportion of main media spend (WARC) 11.7% 2009 main media spend (WARC) €2,210 m Online as a proportion of main media spend (WARC) 13.4% IAB Europe AdEX 2009 Published September 2010 © IAB Europe 23

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