SlideShare a Scribd company logo
1 of 32
Download to read offline
IAB Europe AdEx Benchmark 2013
July 2014
2
ABOUT THE STUDY
3
A meta-analysis of online ad spend in Europe
RATECARD
Campaigns x
Ratecard
GROSS
Revenue Billed
NET
Revenue Billed
No Agency commissions
4
Submissions from 26 European countries
• Austria
• 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
BIG PICTURE & CONTEXT
6
The value of online advertising in 2013
€27.3bn
7
Eurozone economy is coming out of a double-dip recession
-8
-6
-4
-2
0
2
4
6
2004Q1
2004Q2
2004Q3
2004Q4
2005Q1
2005Q2
2005Q3
2005Q4
2006Q1
2006Q2
2006Q3
2006Q4
2007Q1
2007Q2
2007Q3
2007Q4
2008Q1
2008Q2
2008Q3
2008Q4
2009Q1
2009Q2
2009Q3
2009Q4
2010Q1
2010Q2
2010Q3
2010Q4
2011Q1
2011Q2
2011Q3
2011Q4
2012Q1
2012Q2
2012Q3
2012Q4
2013Q1
2013Q2
2013Q3
2013Q4
2014Q1
GDP Growth in Europe (%)
Eurozone GDP Growth France GDP Growth Italy GDP Growth Germany GDP Growth
8
In a volatile market, online advertising is up double-digit
€ 24.4
€ 27.3
0
5
10
15
20
25
30
35
2012 2013
Total online advertising (€bn)
11.9% like-for-like
9
Online ad spend in Europe increased 4-fold since 2006
€ 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 advertising spend in Europe (€bn)*
* Source: IAB Europe for 2011-2013; 2006-2011 retropolated based on IHS growth rates
10
Online lifted overall ad spend as other media succumbed to economy and
structural challenges
-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: advertising year-on-year growth
Total excl. online Online Total
11
Due to weak 2013 for all other media, online strengthened its position 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)
12
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
13
After a tough year, Sweden increases in rank, helped by economic crisis in Spain
6,383
4,253
3,343
1,454
1,503
1,199
859
911
618
589
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
14
Growth drivers
Social media
Video
Rich media
Mobile internet penetration increasing across all of Europe
Programmatic and RTB come into the mainstream
E-commerce driving C&D growth
15
Growth hurdles
Attracting brand spend online
Measurement
Mobile
Video inventory – still very limited
TV dominance in some European markets
Data literacy
Regulation
16
Mix of CEE and WE markets above European average; Russia and Turkey only 2
markets above 20%
26.8%
24.3%
17.3%
16.2%
16.0%
15.7%
14.7%
13.4%
13.3%
13.0%
12.9%
11.9%
11.4%
11.1%
10.9%
10.7%
10.0%
9.8%
9.4%
6.9%
6.6%
6.2%
4.5%
4.3%
3.0%
-1.1%
-2.0%
-5%
0%
5%
10%
15%
20%
25%
30%
Online ad growth like-for-like (yoy)
17
Bulgaria
Croatia
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
Onlineadmarketgrowth
Online ad spend per capita (€)
Bubble size: market value in €m
18
Uniform growth patterns in 2013
-20%
-10%
0%
10%
20%
30%
40%
50%
0 5 10 15 20 25 30
Online advertising growth year-on-year (%)
2012 2013
19
FORMATS
20
Acceleration 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
21
Search and Display grow their share at the expense of Classifieds & Directories
47.5% 48.2%
43.8%
32.2% 31.0% 32.7% 32.4% 33.8%
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
22
A renaissance of Display advertising as even mature markets post high growth
32.3%
28.3%
28.0%
25.9%
24.9%
24.7%
18.7%
15.9%
14.9%
13.4%
13.4%
12.4%
12.3%
11.4%
9.3%
9.3%
8.7%
8.1%
5.2%
4.9%
4.8%
2.7%
-0.2%
-0.7%
-2.0%
-3.1%
-5.4%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
Display advertising growth year-on-year (%)
23
Online video is now a significant part of Display advertising
29.0%
20.5%
20.5%
19.1%
16.2%
16.2%
15.3%
15.2%
15.0%
14.4%
13.5%
13.1%
12.7%
11.7%
11.0%
10.3%
8.8%
8.1%
5.4%
4.5%
2.9%
2.9%
2.2%
0%
5%
10%
15%
20%
25%
30%
35%
Video share of Display
24
Video ad spend mirrors total online ad spend ranking
356.6
153.0
139.0
132.3
85.6
80.7
43.9
34.8
29.4
28.2
25.1
16.8
12.7
10.9
9.6
9.1
8.8
4.0
3.3
1.7
0.8
0
50
100
150
200
250
300
350
400
Online video ad spend (€m)
25
Mobile now has a double-digit share of online display
25.1%
16.4%
13.5%
11.5%
9.5%
9.2%
9.2%
9.0%
8.7%
6.7%
5.4%
5.0%
4.9%
4.6%
3.4%
3.1%
2.8%
2.2%
2.1%
1.4%
1.2%
0.7%
0%
5%
10%
15%
20%
25%
30%
Mobile display as a share of total Display
2012 2013
26
This is more evident…
32.3%
28.3%
25.9%
24.7%
18.7%
15.9%
13.4%
13.4%
12.4%
11.4%
9.3%
9.3%
5.2%
4.8%
2.7%
-0.2%
-2.0%
-3.1%
-5.4%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
Display year-on-year growth (%)
Display including mobile
27
…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
28
Mobile is most important growth engine for online display
European
Display with
mobile: +14.9%
European
Display without
mobile: +1.1%
29
Classifieds & Directories struggled in 2013 with 11 countries experiencing decline
30.3%
26.1%
24.8%
20.0%
11.5%
9.4%
8.4%
6.8%
5.6%
4.9%
4.3%
3.6%
3.6%
3.3%
2.0%
-0.2%
-0.6%
-1.7%
-1.7%
-2.0%
-2.1%
-3.4%
-7.3%
-16.2%
-18.7%
-20.5%
-30%
-20%
-10%
0%
10%
20%
30%
40%
Classifieds & Directories year-on-year growth (%)
30
Continued growth in Paid-for-search shows the success of the format
34.4%
26.6%
26.1%
22.3%
20.9%
20.8%
19.0%
18.9%
18.5%
18.2%
15.0%
14.3%
13.6%
13.5%
13.0%
12.0%
9.7%
6.0%
6.0%
5.5%
5.2%
4.7%
3.7%
3.7%
1.1%
-2.0%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Paid-for-search year-on-year growth (%)
31
Like in Display, Mobile is now a significant driver of Paid-for-search
25.3%
20.0%
16.8%
12.6% 12.4%
9.8%
9.0%
4.5%
2.4%
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 (%)
Contact:
Alison Fennah, IAB Europe – fennah@iabeurope.eu
Daniel Knapp, IHS – daniel.knapp@ihs.com
To request the full report please contact
adex@iabeurope.eu

More Related Content

What's hot

Axel springer fy 2011_final
Axel springer fy 2011_finalAxel springer fy 2011_final
Axel springer fy 2011_final
Juan Varela
 

What's hot (18)

Member report: IAB Poland / PwC – Digital Ad Spend 2016
Member report: IAB Poland / PwC – Digital Ad Spend 2016Member report: IAB Poland / PwC – Digital Ad Spend 2016
Member report: IAB Poland / PwC – Digital Ad Spend 2016
 
Interact 2013 barcelona
Interact 2013 barcelonaInteract 2013 barcelona
Interact 2013 barcelona
 
IAB Adex Europe 2010 Report
IAB Adex Europe 2010 ReportIAB Adex Europe 2010 Report
IAB Adex Europe 2010 Report
 
Iab europe-ad ex-benchmark-h1-2016-study-2
Iab europe-ad ex-benchmark-h1-2016-study-2Iab europe-ad ex-benchmark-h1-2016-study-2
Iab europe-ad ex-benchmark-h1-2016-study-2
 
2015.03.26 Change before you have to
2015.03.26 Change before you have to2015.03.26 Change before you have to
2015.03.26 Change before you have to
 
Axel springer fy 2011_final
Axel springer fy 2011_finalAxel springer fy 2011_final
Axel springer fy 2011_final
 
IAB Hungary Adex 2014
IAB Hungary Adex 2014IAB Hungary Adex 2014
IAB Hungary Adex 2014
 
How Microsoft acquired Yahoo | Search business case
How Microsoft acquired Yahoo | Search business caseHow Microsoft acquired Yahoo | Search business case
How Microsoft acquired Yahoo | Search business case
 
TNS Gti prospectus
TNS Gti prospectusTNS Gti prospectus
TNS Gti prospectus
 
Informe Adex benchmark 2013 de IAB Europe sobre la publicidad digital en Europa
Informe Adex benchmark 2013 de IAB Europe sobre la publicidad digital en EuropaInforme Adex benchmark 2013 de IAB Europe sobre la publicidad digital en Europa
Informe Adex benchmark 2013 de IAB Europe sobre la publicidad digital en Europa
 
Digital Landscape 2017
Digital Landscape 2017Digital Landscape 2017
Digital Landscape 2017
 
NOAH Newsletter - Edition: November 2015
NOAH Newsletter - Edition: November 2015 NOAH Newsletter - Edition: November 2015
NOAH Newsletter - Edition: November 2015
 
Moldova media landscape '16 17 forecast
Moldova media landscape '16 17 forecastMoldova media landscape '16 17 forecast
Moldova media landscape '16 17 forecast
 
Top 100 des capitalisations boursières mondiales (2014)
Top 100 des capitalisations boursières mondiales (2014)Top 100 des capitalisations boursières mondiales (2014)
Top 100 des capitalisations boursières mondiales (2014)
 
The Mobile Economy 2017
The Mobile Economy 2017The Mobile Economy 2017
The Mobile Economy 2017
 
TCI 2014 Visualisation of Linkages in Networked Clusters: Analysis of the ICT...
TCI 2014 Visualisation of Linkages in Networked Clusters: Analysis of the ICT...TCI 2014 Visualisation of Linkages in Networked Clusters: Analysis of the ICT...
TCI 2014 Visualisation of Linkages in Networked Clusters: Analysis of the ICT...
 
State of the Industry presented by Adap.tv
State of the Industry presented by Adap.tvState of the Industry presented by Adap.tv
State of the Industry presented by Adap.tv
 
TCL Communications 2016 q1 results ppt eng
TCL Communications 2016 q1 results ppt engTCL Communications 2016 q1 results ppt eng
TCL Communications 2016 q1 results ppt eng
 

Similar to Goldbach Group | IAB Europe AdEx Benchmark 2013 Report

Indonesia advertising dead or alive june2013
Indonesia advertising dead or alive june2013Indonesia advertising dead or alive june2013
Indonesia advertising dead or alive june2013
Aditya Eka Candra Suyono
 
Global ad trends_2014
Global ad trends_2014Global ad trends_2014
Global ad trends_2014
AdCMO
 
Q2 2015 presentation
Q2 2015 presentationQ2 2015 presentation
Q2 2015 presentation
Tele2
 
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
ICEEFEST2013
 

Similar to Goldbach Group | IAB Europe AdEx Benchmark 2013 Report (20)

IAB Europe AdEx Benchmark 2014
IAB Europe AdEx Benchmark 2014IAB Europe AdEx Benchmark 2014
IAB Europe AdEx Benchmark 2014
 
AdEx Benchmark 2016 Study
AdEx Benchmark 2016 StudyAdEx Benchmark 2016 Study
AdEx Benchmark 2016 Study
 
2012 AdEx Benchmark Araştırma Sonuçları
2012 AdEx Benchmark Araştırma Sonuçları2012 AdEx Benchmark Araştırma Sonuçları
2012 AdEx Benchmark Araştırma Sonuçları
 
Interact2013barcelona 130618072501-phpapp01
Interact2013barcelona 130618072501-phpapp01Interact2013barcelona 130618072501-phpapp01
Interact2013barcelona 130618072501-phpapp01
 
Ben Hancock (CNN) Programmatic Advertising in Europe - ProgrammatiCon 2018
Ben Hancock (CNN) Programmatic Advertising in Europe - ProgrammatiCon 2018Ben Hancock (CNN) Programmatic Advertising in Europe - ProgrammatiCon 2018
Ben Hancock (CNN) Programmatic Advertising in Europe - ProgrammatiCon 2018
 
IAB Europe Virtual Programmatic Day H2 2018 Slides
IAB Europe Virtual Programmatic Day H2 2018 SlidesIAB Europe Virtual Programmatic Day H2 2018 Slides
IAB Europe Virtual Programmatic Day H2 2018 Slides
 
Global Mobile Advertising Revenue 2013
Global Mobile Advertising Revenue 2013Global Mobile Advertising Revenue 2013
Global Mobile Advertising Revenue 2013
 
Indonesia advertising dead or alive june2013
Indonesia advertising dead or alive june2013Indonesia advertising dead or alive june2013
Indonesia advertising dead or alive june2013
 
The Dutch Digital agencies landscape
The Dutch Digital agencies landscapeThe Dutch Digital agencies landscape
The Dutch Digital agencies landscape
 
RTB growth perspectives in CEE 2010-2016
RTB growth perspectives in CEE 2010-2016RTB growth perspectives in CEE 2010-2016
RTB growth perspectives in CEE 2010-2016
 
Global ad trends_2014
Global ad trends_2014Global ad trends_2014
Global ad trends_2014
 
Digital Winners 2014: Randall Rothenberg, IAB
Digital Winners 2014: Randall Rothenberg, IABDigital Winners 2014: Randall Rothenberg, IAB
Digital Winners 2014: Randall Rothenberg, IAB
 
Digital Ad Spend: France 2016 Digital Ad Spend Report – SRI, PwC and UDECAM
Digital Ad Spend: France 2016 Digital Ad Spend Report – SRI, PwC and UDECAMDigital Ad Spend: France 2016 Digital Ad Spend Report – SRI, PwC and UDECAM
Digital Ad Spend: France 2016 Digital Ad Spend Report – SRI, PwC and UDECAM
 
Dontmissthedigitaltrain bmma 2013
Dontmissthedigitaltrain bmma 2013Dontmissthedigitaltrain bmma 2013
Dontmissthedigitaltrain bmma 2013
 
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
 
Q2 2015 presentation
Q2 2015 presentationQ2 2015 presentation
Q2 2015 presentation
 
What's hot in marcoms? Digital marketing
What's hot in marcoms? Digital marketingWhat's hot in marcoms? Digital marketing
What's hot in marcoms? Digital marketing
 
Cfa presentation team_d (1) (1)
Cfa presentation team_d (1) (1)Cfa presentation team_d (1) (1)
Cfa presentation team_d (1) (1)
 
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
 
Dutch media landscape 2014 Q3 update by Starcom
Dutch media landscape 2014 Q3 update by StarcomDutch media landscape 2014 Q3 update by Starcom
Dutch media landscape 2014 Q3 update by Starcom
 

More from Goldbach Group AG

Goldbach Group I Goldbach Seminar I Werbetreibende und Ihre Agenturen im Jahr...
Goldbach Group I Goldbach Seminar I Werbetreibende und Ihre Agenturen im Jahr...Goldbach Group I Goldbach Seminar I Werbetreibende und Ihre Agenturen im Jahr...
Goldbach Group I Goldbach Seminar I Werbetreibende und Ihre Agenturen im Jahr...
Goldbach Group AG
 
Goldbach Audience Austria | Reise Special
Goldbach Audience Austria | Reise SpecialGoldbach Audience Austria | Reise Special
Goldbach Audience Austria | Reise Special
Goldbach Group AG
 

More from Goldbach Group AG (20)

Goldbach DNA | Digital out of Home Network Austria
Goldbach DNA | Digital out of Home Network AustriaGoldbach DNA | Digital out of Home Network Austria
Goldbach DNA | Digital out of Home Network Austria
 
2016_01_Goldbach_Media_EM_Special
2016_01_Goldbach_Media_EM_Special2016_01_Goldbach_Media_EM_Special
2016_01_Goldbach_Media_EM_Special
 
Goldbach Media DOOH Osterspecial
Goldbach Media DOOH OsterspecialGoldbach Media DOOH Osterspecial
Goldbach Media DOOH Osterspecial
 
2015_11_Goldbach_Media_DOOH_SHOPPING_CENTER_Screens
2015_11_Goldbach_Media_DOOH_SHOPPING_CENTER_Screens2015_11_Goldbach_Media_DOOH_SHOPPING_CENTER_Screens
2015_11_Goldbach_Media_DOOH_SHOPPING_CENTER_Screens
 
Goldbach Audience Austria | Goldbach Mobile Network Factsheet
Goldbach Audience Austria | Goldbach Mobile Network FactsheetGoldbach Audience Austria | Goldbach Mobile Network Factsheet
Goldbach Audience Austria | Goldbach Mobile Network Factsheet
 
Goldbach Group I Goldbach Seminar I Community Management
Goldbach Group I Goldbach Seminar I Community ManagementGoldbach Group I Goldbach Seminar I Community Management
Goldbach Group I Goldbach Seminar I Community Management
 
Goldbach Group I Goldbach Seminar I Data Management im programmatischen Zeita...
Goldbach Group I Goldbach Seminar I Data Management im programmatischen Zeita...Goldbach Group I Goldbach Seminar I Data Management im programmatischen Zeita...
Goldbach Group I Goldbach Seminar I Data Management im programmatischen Zeita...
 
Goldbach Media Austria | DOOH DMAX Kombi 14-49
Goldbach Media Austria | DOOH DMAX Kombi 14-49Goldbach Media Austria | DOOH DMAX Kombi 14-49
Goldbach Media Austria | DOOH DMAX Kombi 14-49
 
Goldbach Group I Goldbach Seminar I Mobile Advertising – Trends 2015
Goldbach Group I Goldbach Seminar I Mobile Advertising – Trends 2015Goldbach Group I Goldbach Seminar I Mobile Advertising – Trends 2015
Goldbach Group I Goldbach Seminar I Mobile Advertising – Trends 2015
 
Goldbach Media Austria | Nicknight - See Dad Run
Goldbach Media Austria | Nicknight - See Dad Run Goldbach Media Austria | Nicknight - See Dad Run
Goldbach Media Austria | Nicknight - See Dad Run
 
Goldbach Media Austria | VIVA Jahrescharts 2014
Goldbach Media Austria | VIVA Jahrescharts 2014Goldbach Media Austria | VIVA Jahrescharts 2014
Goldbach Media Austria | VIVA Jahrescharts 2014
 
Goldbach Media Austria | Bobs Burgers
Goldbach Media Austria | Bobs BurgersGoldbach Media Austria | Bobs Burgers
Goldbach Media Austria | Bobs Burgers
 
Goldbach Media | Kids Choice Awards 2015
Goldbach Media | Kids Choice Awards 2015Goldbach Media | Kids Choice Awards 2015
Goldbach Media | Kids Choice Awards 2015
 
Goldbach Audience Austria | Goldbach Video Network | Platform-Ads
Goldbach Audience Austria | Goldbach Video Network | Platform-AdsGoldbach Audience Austria | Goldbach Video Network | Platform-Ads
Goldbach Audience Austria | Goldbach Video Network | Platform-Ads
 
Goldbach Audience Austria | Smart-TV Effects
Goldbach Audience Austria | Smart-TV EffectsGoldbach Audience Austria | Smart-TV Effects
Goldbach Audience Austria | Smart-TV Effects
 
Goldbach Group I Goldbach Seminar I Connected TV – zusätzliche Reichweite in ...
Goldbach Group I Goldbach Seminar I Connected TV – zusätzliche Reichweite in ...Goldbach Group I Goldbach Seminar I Connected TV – zusätzliche Reichweite in ...
Goldbach Group I Goldbach Seminar I Connected TV – zusätzliche Reichweite in ...
 
Goldbach Group I Goldbach Seminar I Werbetreibende und Ihre Agenturen im Jahr...
Goldbach Group I Goldbach Seminar I Werbetreibende und Ihre Agenturen im Jahr...Goldbach Group I Goldbach Seminar I Werbetreibende und Ihre Agenturen im Jahr...
Goldbach Group I Goldbach Seminar I Werbetreibende und Ihre Agenturen im Jahr...
 
Goldbach Group I Goldbach Seminar I Werbewirkung im Zeitalter der Digitalisie...
Goldbach Group I Goldbach Seminar I Werbewirkung im Zeitalter der Digitalisie...Goldbach Group I Goldbach Seminar I Werbewirkung im Zeitalter der Digitalisie...
Goldbach Group I Goldbach Seminar I Werbewirkung im Zeitalter der Digitalisie...
 
Goldbach Audience Austria | Reise Special
Goldbach Audience Austria | Reise SpecialGoldbach Audience Austria | Reise Special
Goldbach Audience Austria | Reise Special
 
Goldbach Group I Goldbach Seminar I Identify Youth – Millennials von heute un...
Goldbach Group I Goldbach Seminar I Identify Youth – Millennials von heute un...Goldbach Group I Goldbach Seminar I Identify Youth – Millennials von heute un...
Goldbach Group I Goldbach Seminar I Identify Youth – Millennials von heute un...
 

Recently uploaded

如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
jk0tkvfv
 
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotecAbortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh +966572737505 get cytotec
 
Simplify hybrid data integration at an enterprise scale. Integrate all your d...
Simplify hybrid data integration at an enterprise scale. Integrate all your d...Simplify hybrid data integration at an enterprise scale. Integrate all your d...
Simplify hybrid data integration at an enterprise scale. Integrate all your d...
varanasisatyanvesh
 
如何办理(Dalhousie毕业证书)达尔豪斯大学毕业证成绩单留信学历认证
如何办理(Dalhousie毕业证书)达尔豪斯大学毕业证成绩单留信学历认证如何办理(Dalhousie毕业证书)达尔豪斯大学毕业证成绩单留信学历认证
如何办理(Dalhousie毕业证书)达尔豪斯大学毕业证成绩单留信学历认证
zifhagzkk
 
原件一样伦敦国王学院毕业证成绩单留信学历认证
原件一样伦敦国王学院毕业证成绩单留信学历认证原件一样伦敦国王学院毕业证成绩单留信学历认证
原件一样伦敦国王学院毕业证成绩单留信学历认证
pwgnohujw
 
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
Amil baba
 
一比一原版(曼大毕业证书)曼尼托巴大学毕业证成绩单留信学历认证一手价格
一比一原版(曼大毕业证书)曼尼托巴大学毕业证成绩单留信学历认证一手价格一比一原版(曼大毕业证书)曼尼托巴大学毕业证成绩单留信学历认证一手价格
一比一原版(曼大毕业证书)曼尼托巴大学毕业证成绩单留信学历认证一手价格
q6pzkpark
 
obat aborsi Bontang wa 082135199655 jual obat aborsi cytotec asli di Bontang
obat aborsi Bontang wa 082135199655 jual obat aborsi cytotec asli di  Bontangobat aborsi Bontang wa 082135199655 jual obat aborsi cytotec asli di  Bontang
obat aborsi Bontang wa 082135199655 jual obat aborsi cytotec asli di Bontang
siskavia95
 
Audience Researchndfhcvnfgvgbhujhgfv.pptx
Audience Researchndfhcvnfgvgbhujhgfv.pptxAudience Researchndfhcvnfgvgbhujhgfv.pptx
Audience Researchndfhcvnfgvgbhujhgfv.pptx
Stephen266013
 
Abortion Clinic in Kempton Park +27791653574 WhatsApp Abortion Clinic Service...
Abortion Clinic in Kempton Park +27791653574 WhatsApp Abortion Clinic Service...Abortion Clinic in Kempton Park +27791653574 WhatsApp Abortion Clinic Service...
Abortion Clinic in Kempton Park +27791653574 WhatsApp Abortion Clinic Service...
mikehavy0
 
obat aborsi Tarakan wa 081336238223 jual obat aborsi cytotec asli di Tarakan9...
obat aborsi Tarakan wa 081336238223 jual obat aborsi cytotec asli di Tarakan9...obat aborsi Tarakan wa 081336238223 jual obat aborsi cytotec asli di Tarakan9...
obat aborsi Tarakan wa 081336238223 jual obat aborsi cytotec asli di Tarakan9...
yulianti213969
 
sourabh vyas1222222222222222222244444444
sourabh vyas1222222222222222222244444444sourabh vyas1222222222222222222244444444
sourabh vyas1222222222222222222244444444
saurabvyas476
 

Recently uploaded (20)

Identify Rules that Predict Patient’s Heart Disease - An Application of Decis...
Identify Rules that Predict Patient’s Heart Disease - An Application of Decis...Identify Rules that Predict Patient’s Heart Disease - An Application of Decis...
Identify Rules that Predict Patient’s Heart Disease - An Application of Decis...
 
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
 
Las implicancias del memorándum de entendimiento entre Codelco y SQM según la...
Las implicancias del memorándum de entendimiento entre Codelco y SQM según la...Las implicancias del memorándum de entendimiento entre Codelco y SQM según la...
Las implicancias del memorándum de entendimiento entre Codelco y SQM según la...
 
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotecAbortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
 
Ranking and Scoring Exercises for Research
Ranking and Scoring Exercises for ResearchRanking and Scoring Exercises for Research
Ranking and Scoring Exercises for Research
 
Simplify hybrid data integration at an enterprise scale. Integrate all your d...
Simplify hybrid data integration at an enterprise scale. Integrate all your d...Simplify hybrid data integration at an enterprise scale. Integrate all your d...
Simplify hybrid data integration at an enterprise scale. Integrate all your d...
 
如何办理(Dalhousie毕业证书)达尔豪斯大学毕业证成绩单留信学历认证
如何办理(Dalhousie毕业证书)达尔豪斯大学毕业证成绩单留信学历认证如何办理(Dalhousie毕业证书)达尔豪斯大学毕业证成绩单留信学历认证
如何办理(Dalhousie毕业证书)达尔豪斯大学毕业证成绩单留信学历认证
 
原件一样伦敦国王学院毕业证成绩单留信学历认证
原件一样伦敦国王学院毕业证成绩单留信学历认证原件一样伦敦国王学院毕业证成绩单留信学历认证
原件一样伦敦国王学院毕业证成绩单留信学历认证
 
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
 
一比一原版(曼大毕业证书)曼尼托巴大学毕业证成绩单留信学历认证一手价格
一比一原版(曼大毕业证书)曼尼托巴大学毕业证成绩单留信学历认证一手价格一比一原版(曼大毕业证书)曼尼托巴大学毕业证成绩单留信学历认证一手价格
一比一原版(曼大毕业证书)曼尼托巴大学毕业证成绩单留信学历认证一手价格
 
obat aborsi Bontang wa 082135199655 jual obat aborsi cytotec asli di Bontang
obat aborsi Bontang wa 082135199655 jual obat aborsi cytotec asli di  Bontangobat aborsi Bontang wa 082135199655 jual obat aborsi cytotec asli di  Bontang
obat aborsi Bontang wa 082135199655 jual obat aborsi cytotec asli di Bontang
 
Audience Researchndfhcvnfgvgbhujhgfv.pptx
Audience Researchndfhcvnfgvgbhujhgfv.pptxAudience Researchndfhcvnfgvgbhujhgfv.pptx
Audience Researchndfhcvnfgvgbhujhgfv.pptx
 
Abortion Clinic in Kempton Park +27791653574 WhatsApp Abortion Clinic Service...
Abortion Clinic in Kempton Park +27791653574 WhatsApp Abortion Clinic Service...Abortion Clinic in Kempton Park +27791653574 WhatsApp Abortion Clinic Service...
Abortion Clinic in Kempton Park +27791653574 WhatsApp Abortion Clinic Service...
 
obat aborsi Tarakan wa 081336238223 jual obat aborsi cytotec asli di Tarakan9...
obat aborsi Tarakan wa 081336238223 jual obat aborsi cytotec asli di Tarakan9...obat aborsi Tarakan wa 081336238223 jual obat aborsi cytotec asli di Tarakan9...
obat aborsi Tarakan wa 081336238223 jual obat aborsi cytotec asli di Tarakan9...
 
Identify Customer Segments to Create Customer Offers for Each Segment - Appli...
Identify Customer Segments to Create Customer Offers for Each Segment - Appli...Identify Customer Segments to Create Customer Offers for Each Segment - Appli...
Identify Customer Segments to Create Customer Offers for Each Segment - Appli...
 
Credit Card Fraud Detection: Safeguarding Transactions in the Digital Age
Credit Card Fraud Detection: Safeguarding Transactions in the Digital AgeCredit Card Fraud Detection: Safeguarding Transactions in the Digital Age
Credit Card Fraud Detection: Safeguarding Transactions in the Digital Age
 
sourabh vyas1222222222222222222244444444
sourabh vyas1222222222222222222244444444sourabh vyas1222222222222222222244444444
sourabh vyas1222222222222222222244444444
 
SCI8-Q4-MOD11.pdfwrwujrrjfaajerjrajrrarj
SCI8-Q4-MOD11.pdfwrwujrrjfaajerjrajrrarjSCI8-Q4-MOD11.pdfwrwujrrjfaajerjrajrrarj
SCI8-Q4-MOD11.pdfwrwujrrjfaajerjrajrrarj
 
Digital Transformation Playbook by Graham Ware
Digital Transformation Playbook by Graham WareDigital Transformation Playbook by Graham Ware
Digital Transformation Playbook by Graham Ware
 
Northern New England Tableau User Group (TUG) May 2024
Northern New England Tableau User Group (TUG) May 2024Northern New England Tableau User Group (TUG) May 2024
Northern New England Tableau User Group (TUG) May 2024
 

Goldbach Group | IAB Europe AdEx Benchmark 2013 Report

  • 1. IAB Europe AdEx Benchmark 2013 July 2014
  • 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 Submissions from 26 European countries • Austria • 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 BIG PICTURE & CONTEXT
  • 6. 6 The value of online advertising in 2013 €27.3bn
  • 7. 7 Eurozone economy is coming out of a double-dip recession -8 -6 -4 -2 0 2 4 6 2004Q1 2004Q2 2004Q3 2004Q4 2005Q1 2005Q2 2005Q3 2005Q4 2006Q1 2006Q2 2006Q3 2006Q4 2007Q1 2007Q2 2007Q3 2007Q4 2008Q1 2008Q2 2008Q3 2008Q4 2009Q1 2009Q2 2009Q3 2009Q4 2010Q1 2010Q2 2010Q3 2010Q4 2011Q1 2011Q2 2011Q3 2011Q4 2012Q1 2012Q2 2012Q3 2012Q4 2013Q1 2013Q2 2013Q3 2013Q4 2014Q1 GDP Growth in Europe (%) Eurozone GDP Growth France GDP Growth Italy GDP Growth Germany GDP Growth
  • 8. 8 In a volatile market, online advertising is up double-digit € 24.4 € 27.3 0 5 10 15 20 25 30 35 2012 2013 Total online advertising (€bn) 11.9% like-for-like
  • 9. 9 Online ad spend in Europe increased 4-fold since 2006 € 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 advertising spend in Europe (€bn)* * Source: IAB Europe for 2011-2013; 2006-2011 retropolated based on IHS growth rates
  • 10. 10 Online lifted overall ad spend as other media succumbed to economy and structural challenges -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: advertising year-on-year growth Total excl. online Online Total
  • 11. 11 Due to weak 2013 for all other media, online strengthened its position 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)
  • 12. 12 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
  • 13. 13 After a tough year, Sweden increases in rank, helped by economic crisis in Spain 6,383 4,253 3,343 1,454 1,503 1,199 859 911 618 589 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
  • 14. 14 Growth drivers Social media Video Rich media Mobile internet penetration increasing across all of Europe Programmatic and RTB come into the mainstream E-commerce driving C&D growth
  • 15. 15 Growth hurdles Attracting brand spend online Measurement Mobile Video inventory – still very limited TV dominance in some European markets Data literacy Regulation
  • 16. 16 Mix of CEE and WE markets above European average; Russia and Turkey only 2 markets above 20% 26.8% 24.3% 17.3% 16.2% 16.0% 15.7% 14.7% 13.4% 13.3% 13.0% 12.9% 11.9% 11.4% 11.1% 10.9% 10.7% 10.0% 9.8% 9.4% 6.9% 6.6% 6.2% 4.5% 4.3% 3.0% -1.1% -2.0% -5% 0% 5% 10% 15% 20% 25% 30% Online ad growth like-for-like (yoy)
  • 18. 18 Uniform growth patterns in 2013 -20% -10% 0% 10% 20% 30% 40% 50% 0 5 10 15 20 25 30 Online advertising growth year-on-year (%) 2012 2013
  • 20. 20 Acceleration 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
  • 21. 21 Search and Display grow their share at the expense of Classifieds & Directories 47.5% 48.2% 43.8% 32.2% 31.0% 32.7% 32.4% 33.8% 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
  • 22. 22 A renaissance of Display advertising as even mature markets post high growth 32.3% 28.3% 28.0% 25.9% 24.9% 24.7% 18.7% 15.9% 14.9% 13.4% 13.4% 12.4% 12.3% 11.4% 9.3% 9.3% 8.7% 8.1% 5.2% 4.9% 4.8% 2.7% -0.2% -0.7% -2.0% -3.1% -5.4% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% Display advertising growth year-on-year (%)
  • 23. 23 Online video is now a significant part of Display advertising 29.0% 20.5% 20.5% 19.1% 16.2% 16.2% 15.3% 15.2% 15.0% 14.4% 13.5% 13.1% 12.7% 11.7% 11.0% 10.3% 8.8% 8.1% 5.4% 4.5% 2.9% 2.9% 2.2% 0% 5% 10% 15% 20% 25% 30% 35% Video share of Display
  • 24. 24 Video ad spend mirrors total online ad spend ranking 356.6 153.0 139.0 132.3 85.6 80.7 43.9 34.8 29.4 28.2 25.1 16.8 12.7 10.9 9.6 9.1 8.8 4.0 3.3 1.7 0.8 0 50 100 150 200 250 300 350 400 Online video ad spend (€m)
  • 25. 25 Mobile now has a double-digit share of online display 25.1% 16.4% 13.5% 11.5% 9.5% 9.2% 9.2% 9.0% 8.7% 6.7% 5.4% 5.0% 4.9% 4.6% 3.4% 3.1% 2.8% 2.2% 2.1% 1.4% 1.2% 0.7% 0% 5% 10% 15% 20% 25% 30% Mobile display as a share of total Display 2012 2013
  • 26. 26 This is more evident… 32.3% 28.3% 25.9% 24.7% 18.7% 15.9% 13.4% 13.4% 12.4% 11.4% 9.3% 9.3% 5.2% 4.8% 2.7% -0.2% -2.0% -3.1% -5.4% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% Display year-on-year growth (%) Display including mobile
  • 27. 27 …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
  • 28. 28 Mobile is most important growth engine for online display European Display with mobile: +14.9% European Display without mobile: +1.1%
  • 29. 29 Classifieds & Directories struggled in 2013 with 11 countries experiencing decline 30.3% 26.1% 24.8% 20.0% 11.5% 9.4% 8.4% 6.8% 5.6% 4.9% 4.3% 3.6% 3.6% 3.3% 2.0% -0.2% -0.6% -1.7% -1.7% -2.0% -2.1% -3.4% -7.3% -16.2% -18.7% -20.5% -30% -20% -10% 0% 10% 20% 30% 40% Classifieds & Directories year-on-year growth (%)
  • 30. 30 Continued growth in Paid-for-search shows the success of the format 34.4% 26.6% 26.1% 22.3% 20.9% 20.8% 19.0% 18.9% 18.5% 18.2% 15.0% 14.3% 13.6% 13.5% 13.0% 12.0% 9.7% 6.0% 6.0% 5.5% 5.2% 4.7% 3.7% 3.7% 1.1% -2.0% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40% Paid-for-search year-on-year growth (%)
  • 31. 31 Like in Display, Mobile is now a significant driver of Paid-for-search 25.3% 20.0% 16.8% 12.6% 12.4% 9.8% 9.0% 4.5% 2.4% 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 (%)
  • 32. Contact: Alison Fennah, IAB Europe – fennah@iabeurope.eu Daniel Knapp, IHS – daniel.knapp@ihs.com To request the full report please contact adex@iabeurope.eu