This document summarizes the key findings of the Adex 2011 report on online advertising in Europe. It provides an overview of the methodology used in the report and highlights that total online advertising revenue in Europe reached €20.9 billion in 2011, an increase of 14.4% from 2010. Paid search advertising remains the largest segment at 46.5% of the market, though display and video advertising are growing rapidly. Central and Eastern European markets experienced the strongest advertising growth rates. The report also notes increasing revenues from mobile advertising.

1. Adex
2011
Online
adver0sing
in
Europe
(6th
edi0on)
Key
Findings

2. Adex
2011
Key
Findings
Agenda
•
Introduc7on
to
Methodology
•
Topline
figures
•
Format
and
regional
trends
•
Introduc7on
of
Video
and
Mobile
Adver7sing
figures

3. Methodology

4. GROSS NET RATECARD
Revenue Billed Campaigns
Revenue Billed
No Agency x Ratecard
commissions

5. Key
adjustments
to
ensure
compa7bility
•
Fair
Gross
value
•
Category
representa7on
•
Display
•
Search
•
Classifieds
&
Directories
•
Other
•
Exchange
rate
adjustment
at
a
constant
rate

6. Adex
2011
coverage:
26
countries
• Austria • Netherlands
• Belgium • Norway
• Bulgaria • Poland
• Czech Republic • Russia
• Croatia • Romania
• Denmark • Serbia*
• Finland • Slovenia
• France • Slovakia
• Germany • Spain
• Greece • Sweden
• Hungary • Switzerland
• Ireland • Turkey
• Italy • UK

7. Topline
Figures

8. €20.9
billion

9. Overall
growth:
14.4%
•
At
constant
country
sample
(26
countries
in
2010
and
2011)
•
At
constant
exchange
rate
Total
online
adver0sing
(€bn)
22
20
18
14.4%
16
14
12
10
2010
2011

10. Key
facts
and
figures:
•
A
€20.9bn
market
•
Double-­‐digit
growth
despite
tough
economic
condi7ons
o
2011
online
remains
strong
at
14.4%
o
2010:
15.3%;
2009:
4.5%
•
Search
reclaims
status
as
fastest-­‐growing
segment:
+17.9%
•
Internet
contributes
21.8%
to
all
media
spend
up
from
19.7%
•
Video
and
mobile
adver7sing
gain
leverage

11. Europe
crosses
the
€20bn
mark
despite
weak
event
year
Online
ad
spend
in
€bn
Europe
vs
US
30,0
24,5
25,0
20,1
20,9
20,0
18,3
15,0
10,0
5,0
-­‐
2010
2011
Europe
US
Constant exchange rate: average 2011: 1 EUR = 1.2938 USD

12. Online
adver7sing
outperformed
weak
economy
Economic
and
ad
growth
2011
25%
19,7%
20%
14,4%
15%
11,5%
10%
9,1%
5,5%
5%
3,2%
3,6%
1,5%
1,3%
1,7%
0,8%
0%
WE
CEE
Total
Europe
-­‐1,0%
-­‐5%
GDP
Total
excl.
online
Online
Total

13. Key
trends

14. Search
and
Display
lead
market
to
double-­‐digit
growth
Year-­‐on-­‐year
growth
by
format
25%
21.3%
20%
17,9%
16.1%
15,3%
15.3%
14,4%
15%
10%
7.4%
5,7%
5%
0%
Search
Display
Classifieds
&
directories
Grand
total
2010
2011

15. Paid-­‐for
search
remains
the
largest
segment
Format
shares
of
online
100%
90%
20,9%
19,3%
80%
70%
60%
46,5%
45,1%
50%
40%
30%
20%
33,6%
33,4%
10%
0%
2010
2011
Others
Classifieds
&
Directories
Search
Display

16. Over
75%
of
European
revenue
generated
by
top
7
Total
online
ad
spend
(€m)
6.000
5.000
4.000
3.000
2.000
1.000
0

17. CEE
markets
grow
most
rapidly
Online
ad
growth
ranked
by
country
60%
50%
40%
30%
20%
10%
0%

18. Video
gains
leverage
•
€395.4
million
in
16
countries
•
8%
of
Display
is
Online
Video
•
Video
will
con7nue
to
increase
as
brand
adver7sing
moves
to
the
online
space
Online
Video
Share
of
Display
12%
9,8%
9,7%
10%
8,5%
8,3%
7,5%
8%
6,5%
5,9%
5,8%
5,8%
6%
5,2%
4%
2%
0%

19. Mobile
approaching
2%
of
Display
Mobile
display
as
share
of
online
display
6%
5,3%
5%
4%
3,6%
3,6%
3%
2,3%
2,2%
2,2%
1,8%
1,7%
1,7%
2%
1,5%
1%
0,5%
0,4%
0%

20. Thank
You
For
more
informa7on
about
the
study
please
contact
Daniel
Knapp
at
daniel.knapp@ihs.com
For
press
inquiries
please
contact
Lucy
Green
lgreen@greenfieldscommunica7ons.com