IAB Europe, profile picture
Uploaded byIAB Europe
8,511 views

AdEx Benchmark 2016 Study

This document provides a summary of online advertising spend in Europe in 2016. Some key points: - Total online ad spend in Europe grew 12.3% to €41.9 billion in 2016, with display format growing the fastest at 15.6%. - The top 10 markets accounted for 77.7% of total spend, led by the UK with €14.2 billion, more than double the next largest, Germany. - Growth was strongest in smaller Central and Eastern European markets like Romania, Slovenia and Ireland, while Western European markets saw more modest single-digit growth. - Mobile advertising continued to rise rapidly, accounting for one-third of search spending and nearly one-quarter of display

Embed presentation

Downloaded 67 times
May 2017
The data and charts shown in this report cannot be used without the expressed permission of IAB Europe and IHS Markit
About the study
A meta-analysis of online ad spend in Europe RATECARD Campaigns x Ratecard GROSS Spend Billed NET Revenue Billed No Agency commissions
Data for 27 countries in Europe • Austria • Belarus • 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
About the data This market sizing is based on the following methods: • Reported data from national IABs • Estimates by national IABs based on local insight • Estimates by national IABs in collaboration with IHS Markit • Estimates & actuals by IHS Markit based on the IHS Advertising Intelligence Service & macro- economic research group
Big Picture
Europe: the value of online advertising in 2016 €41.9bn
Eurozone macroeconomic environment has stabilised after two recessions and holds firm despite political uncertainty -8% -6% -4% -2% 0% 2% 4% 6% 8% 2004Q1 2004Q3 2005Q1 2005Q3 2006Q1 2006Q3 2007Q1 2007Q3 2008Q1 2008Q3 2009Q1 2009Q3 2010Q1 2010Q3 2011Q1 2011Q3 2012Q1 2012Q3 2013Q1 2013Q3 2014Q1 2014Q3 2015Q1 2015Q3 2016Q1 2016Q3 2017Q1 Eurozone France Germany Italy Spain GDP growth in Eurozone (%) Source: IHS Markit © 2017 IHS Markit Growth
Online advertising grew by 12.3% in 2016 37.2 41.9 0 5 10 15 20 25 30 35 40 45 2015 2016 Online advertising spend in Europe (€bn) +12.3% like-for-like
€35.3bn net addition in 11 years of this study…. 6.6 9.2 14.5 15.8 18.8 21.9 24.4 28.6 32.1 37.3 41.9 0 5 10 15 20 25 30 35 40 45 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Total online ad spend: historical perspective €35.3bn *restated from €36bn as measured in 2015 due to methodology change at local IABs
…as online offsets losses of traditional media, establishing a new advertising market high for the first time since the 2009 recession 97.09 101.37 96.9 77.94 82.92 82.71 79.23 75.07 73.16 72.25 70.81 6.6 9.2 14.5 15.8 18.8 21.9 24.4 28.6 32.1 37.3 41.9 0 20 40 60 80 100 120 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Traditional vs online advertising (€bn) Other Media Online €112.6bn Peak ‘traditional’ media New market high (+€1.2bn) Recessionary market low Historical market high Flat market Online growth offsets decline
”Plus ça change, plus c'est la même chose”: consistency in growth rates over past five years despite fundamental market restructure 39.0% 58.6% 8.9% 18.6% 16.5% 11.5% 11.9% 11.6% 13.0% 12.3% 0% 10% 20% 30% 40% 50% 60% 70% 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Historical online advertising market growth Maximum 1.6ppt variation in growth over the past 5 years
Online expands its lead over other media categories* 0.7 5.4 7.2 25.2 33.9 36.8 0.7 5.2 7.4 23.2 34.0 41.9 0 5 10 15 20 25 30 35 40 45 Cinema Radio OOH Print TV Online 2016 2015 Ad spend by category in Europe in 2015 and 2016 (€bn) Source: IHS Markit *broadcaster online video accounted for in the ‘online’ category. TV is linear TV advertising only.
Markets
After four year period of growing concentration on top markets, the long- tail of smaller markets increases its overall share for the first time 57.3% 56.9% 58.8% 60.4% 58.0% 69.4% 69.9% 70.8% 70.5% 69.8% 77.9% 78.2% 78.8% 78.4% 77.7% 86.6% 86.4% 86.5% 86.4% 86.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 2015 2016 Share of European online advertising revenue by market group Top 3 Top 5 Top 7 Top 10
934 946 1,604 1,622 1,689 2,295 2,640 4,175 5,950 14,181 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Switzerland Belgium Sweden Spain Netherlands Italy Russia France Germany UK Top 10 markets ranked (€m) 2016 2015 UK is 2.4x Germany UK as big as next 3 markets combined Top 8 in stable ranking, Belgium & Switzerland move up, UK maintains lead over other markets
Growth is mostly lead by smaller CEE markets 36.9% 33.2% 31.4% 25.3% 23.6% 22.9% 22.5% 22.3% 21.8% 19.3% 17.7% 17.5% 15.5% 14.6% 13.5% 13.4% 13.4% 12.3% 11.6% 11.5% 11.3% 10.1% 9.6% 7.0% 6.4% 6.2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Romania Slovenia Ireland CzechRepublic Slovakia Bulgaria Hungary Spain Sweden Russia Croatia Serbia Belarus Poland Turkey UK Switzerland EuropeanAverage Austria Greece Netherlands Italy Denmark France Germany Belgium Online advertising YoY growth 2016
Most advanced and least mature markets grow faster, tight grouping among Western European markets Year-on-yeargrowth European average lines online ad spend per capita Bulgaria Belarus Croatia Czech Republic Denmark Finland France Germany Greece Hungary Ireland Italy Netherlands Norway Poland Romania RussiaSerbia Slovenia Spain Austria Belgium Sweden SwitzerlandTurkey UK Slovakia 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 220 230 240 250
Three distinct patterns emerge Year-on-yeargrowth European average lines online ad spend per capita Bulgaria Belarus Croatia Czech Republic Denmark Finland France Germany Greece Hungary Ireland Italy Netherlands Norway Poland Romania RussiaSerbia Slovenia Spain Austria Belgium Sweden SwitzerlandTurkey UK Slovakia 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 220 230 240 250
What enables & hinders growth according to national IABs? Drivers • Programmatic & automation • e- and m-commerce • Rise of online video consumption • Premium video inventory • Improvement in ad quality • Mobile-first advertiser mentality • Social platforms • Native • E-Sports • Consolidation Hurdles • Ad blocking • Fraud • Complexity of value chain • Brand safety • Privacy & regulation • Measurement (esp. omniscreen video) • Cross-funnel and cross-media attribution • Turning data into insight • Adapting desktop ads to mobile – High production costs – Structural barriers • Platform distribution & monetization • Macroeconomic environment and adverse political conditions
Formats
€5bn added in total, over half of that coming from display 14,199 16,196 6,061 6,510 16,932 19,116 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 2015 2016 Online advertising spend by format (€m)* Display Classifieds & Directories Search 1,997 449 2,184 0 5,000 10,000 15,000 20,000 25,000 Display Classifieds & Directories Search Net additions in 2016 (€m)* 2015 2016 net additions *Not like-for-like 2015 vs 2016 due to methodology changes in Croatia & Czech Republic. Growth rate cannot be calculated. Please use 12.3% like-for-like growth rate. Excludes small number of ‘other’ that was reported without format designation.
Display has been the fastest growing format for the past three years, but classifieds & directories and search experience growing vibrancy 15.2% 5.8% 10.8% 11.6% 17.2% 4.9% 12.5% 13.0% 14.1% 7.4% 12.9% 12.3% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Display Classifieds & Directories Search Total Online advertising growth rates by format 2014 2015 2016
Search maintains lead, but display increases share 34.1% 36.6% 36.6% 47.3% 48.0% 47.1% 48.8% 49.2% 46.7% 46.7% 45.6% 18.3% 14.9% 18.9% 18.9% 20.7% 19.6% 18.5% 16.8% 15.6% 16.4% 15.6% 47.6% 48.5% 44.5% 33.8% 31.3% 33.3% 32.7% 34.0% 37.7% 36.9% 38.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Online advertising spend split by format Search Classifieds & Directories Display
15 markets grow above European average, incl. 4 out of the top 10 markets by size, but spectrum of growth between markets is vast 45.4% 41.3% 38.1% 29.3% 29.0% 28.6% 24.7% 24.1% 22.0% 20.4% 19.6% 17.8% 17.6% 15.5% 14.6% 14.1% 13.0% 11.3% 11.3% 11.0% 10.7% 9.6% 6.5% 6.5% 5.9% 3.1% 1.0% -4.3% -5% 5% 15% 25% 35% 45% 55% Ireland Slovenia Romania Slovakia Bulgaria CzechRepublic Hungary Spain Croatia Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Belarus Online display growth in 2016 by market* incl. video. Desktop & Mobile.
Uneven picture across Europe as classifieds & directories benefit from consolidation, but shift to display-based ad model 20.5% 19.3% 19.0% 18.0% 17.0% 16.4% 16.3% 10.6% 10.6% 9.9% 8.9% 8.0% 7.8% 7.5% 7.4% 6.2% 6.1% 6.1% 5.8% 3.6% 3.6% 2.0% 1.9% 1.6% 0.4% -0.1% -0.4% -25.7% -30% -20% -10% 0% 10% 20% 30% Hungary CzechRepublic Serbia Poland Belarus Italy Slovakia Germany Russia Switzerland Netherlands Croatia UK Denmark Europeanaverage Turkey Belgium Spain Bulgaria Greece Ireland Romania France Finland Sweden Norway Austria Slovenia Online classifieds & directories growth in 2016 by market
19 markets saw double-digit growth in paid-for-search 44.9% 42.9% 36.1% 28.0% 25.1% 21.4% 21.0% 20.8% 20.7% 20.1% 19.2% 19.2% 16.0% 15.0% 14.4% 12.9% 12.4% 12.2% 12.0% 10.1% 9.0% 8.0% 7.6% 7.3% 6.5% 6.4% 5.0% 4.3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Slovenia Belarus Sweden Romania Ireland Russia Hungary Switzerland Spain Turkey Norway CzechRepublic Croatia Serbia UK Europeanaverage Slovakia Netherlands Greece Denmark Poland Austria Belgium Bulgaria Finland Italy Germany France Search growth in 2016 by market
Mobile shares of format leap by nearly10 percentage points year-on-year 26.8% 23.9% 24.7% 36.0% 32.2% 33.3% 0% 5% 10% 15% 20% 25% 30% 35% 40% Mobile share of display Mobile share of search Mobile share of total Mobile share of online ad spend by format* 2015 2016 *only markets which reported both mobile display & mobile search considered
A €3bn market, video now is a vital component of online display… 29.9% 27.8% 27.1% 26.7% 24.6% 23.9% 22.1% 21.5% 21.4% 19.7% 18.9% 18.5% 18.5% 16.8% 16.0% 15.6% 15.9% 14.5% 13.9% 12.7% 11.8% 11.7% 11.5% 9.4% 9.0% 7.5% 3.1% 0% 5% 10% 15% 20% 25% 30% 35% Italy Switzerland Belgium Bulgaria Croatia Ireland Sweden CzechRepublic Spain France Germany Europeanaverage Netherlands Turkey UK Austria Finland Greece Russia Slovenia Poland Denmark Belarus Norway Serbia Hungary Romania Video share of online display in 2016 Total: €2.9bn
…and growth is near universally double-digit within 3 clusters 122.0% 102.6% 100.0% 91.8% 80.0% 48.0% 46.0% 33.6% 27.6% 26.8% 26.3% 26.0% 25.0% 24.6% 21.4% 19.6% 19.4% 17.4% 16.5% 15.2% 13.9% 13.9% 11.9% 11.7% 11.0% 10.4% 1.2% 0% 20% 40% 60% 80% 100% 120% 140% Slovenia Serbia Belarus Ireland Croatia Denmark Italy Turkey Spain Sweden Austria Netherlands Belgium Romania E.average Bulgaria Germany Finland CzechRepublic Russia Norway Switzerland UK France Greece Hungary Poland Online video advertising growth in 2016 growth leaders +/- 10ppt range of average challengers
Mobile display is highly concentrated, but 14 out of 22 countries measured grew faster than the market leader* 2,645 677 606 258 178 168 139 129 124 107 100 66 51 49 39 25 24 5 4 1.4 0.9 0.5 0 500 1,000 1,500 2,000 2,500 3,000 UK Italy Norway Netherlands Turkey Ireland CzechRepublic Denmark Austria Romania Croatia Mobile display advertising 2016 (€bn) 327.0% 191.3% 156.3% 107.7% 95.0% 89.5% 86.6% 85.1% 79.7% 72.6% 66.7% 64.4% 52.9% 51.9% 51.6% 45.3% 37.3% 36.7% 34.7% 33.4% 30.9% 26.6% 26.5% 0% 50% 100% 150% 200% 250% 300% 350% Serbia Romania Turkey France Croatia Ireland Russia Bulgaria CzechRepublic Hungary Belarus Poland Europeanaverage Denmark Italy UK Sweden Austria Netherlands Finland Spain Norway Germany Mobile display advertising growth in 2016 *5 countries did not report mobile display
0 500 1,000 1,500 2,000 2,500 3,000 UK France Italy Germany Norway Sweden Netherlands Russia Turkey Poland Top mobile display +2 ranks vs all display Market leaders are not created equal: the top 10 ranking by display market size looks different in mobile and video 0 100 200 300 400 500 600 700 800 900 UK Italy Germany France Spain Belgium Netherlands Sweden Russia CzechRepublic Top video 0 1,000 2,000 3,000 4,000 5,000 6,000 UK Germany France Italy Spain Russia Netherlands Sweden Belgium Poland Top all display Only in mobile Only in mobile +1 rank vs all display -2 ranks vs all display +1 rank vs all display Only in video -3 ranks vs all display +2 ranks vs all display +3 ranks vs all display Not in top mobile Not in top video Not in top mobile
Desktop banner is decline as video and mobile power growth -35% -25% -15% -5% 5% 15% 25% 35% 45% Ireland Slovenia Romania Slovakia Bulgaria CzechRepublic Hungary Spain Croatia Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Belarus Display growth composition in 2016 all display
Desktop banner is decline as video and mobile power growth -35% -25% -15% -5% 5% 15% 25% 35% 45% Ireland Slovenia Romania Slovakia Bulgaria CzechRepublic Hungary Spain Croatia Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Belarus Display growth composition in 2016 all display excl. mobile
Desktop banner is decline as video and mobile power growth -35% -25% -15% -5% 5% 15% 25% 35% 45% Ireland Slovenia Romania Slovakia Bulgaria CzechRepublic Hungary Spain Croatia Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Belarus Display growth composition in 2016 all display excl. mobile excl. mobile & video
Outlook for 2017 • Expect approximately +10% growth over 2016 • Concentration of growth among fewer players will accelerate • Video will become the primary battleground for consumer attention • Live video set to focus on sports and UGC • E-Sports advertising is gaining traction • Audio is increasingly attractive to marketers • Mobile-first becomes AI-first (but promise & practice are far apart) • Regulation will have a material impact on the future health of the market
Contact: Alison Fennah – fennah@iabeurope.eu Marie-Clare Puffett – puffett@iabeurope.eu Daniel Knapp – daniel.knapp@ihsmarkit.com Qingzhen (Jessie) Chen – jessie.chen@ihsmarkit.com Connect with us: @IABEurope IAB Europe www.iabeurope.eu www.technology.ihs.com @IHS4Tech

More Related Content

PDF
IAB Bulgaria AdEx 2016
byIAB Europe
 
PDF
Digital Ad Spend: France 2016 Digital Ad Spend Report – SRI, PwC and UDECAM
byIAB Europe
 
PDF
IAB Hungary - Adex 2016
byIAB Hungary
 
PDF
IAB Europe European Video Ad Format Landscape Infographic
byIAB Europe
 
PDF
IAB Netherlands report - Online ad spend report 2016
byIAB Europe
 
PDF
Publicis Media GmbH: The X that changes the Media World
byIAB Europe
 
PDF
Videology EMEA Video Benchmarks 2016
byIAB Europe
 
PDF
Member report: IAB Poland / PwC – Digital Ad Spend 2016
byIAB Europe
 
IAB Bulgaria AdEx 2016
byIAB Europe
 
Digital Ad Spend: France 2016 Digital Ad Spend Report – SRI, PwC and UDECAM
byIAB Europe
 
IAB Hungary - Adex 2016
byIAB Hungary
 
IAB Europe European Video Ad Format Landscape Infographic
byIAB Europe
 
IAB Netherlands report - Online ad spend report 2016
byIAB Europe
 
Publicis Media GmbH: The X that changes the Media World
byIAB Europe
 
Videology EMEA Video Benchmarks 2016
byIAB Europe
 
Member report: IAB Poland / PwC – Digital Ad Spend 2016
byIAB Europe
 

What's hot

PPTX
The online advertising landscape in Europe 2013
byIAB Europe
 
PDF
EDAA: European Advertising Consumer Research Report 2016
byIAB Europe
 
PDF
IAB Europe Adex Benchmark 2014
byGet Interactive
 
PDF
IAB Europe Adex Benchmark 2013
byGet Interactive
 
PPTX
Digital Ad Spend / Total Ad Spend - Turkey vs. Worldwide
byİnteraktif Reklamcılık Derneği (IAB)
 
PDF
IAB Adex Europe 2010 Report
byOnur Kabadayı
 
PDF
Iab europe-ad ex-benchmark-h1-2016-study-2
byAymen Elkadioui Elidrissi
 
PDF
L'achat programmatique vu par Ipsos
byIpsos bva
 
PDF
IAB Europe Virtual Programmatic Day H2 2018 Slides
byIAB Europe
 
PPTX
Digital Marketing for Finance Industry in Central and Eastern Europe
byMarta Klepka
 
PDF
IAB Netherlands - Deloitte Programmatic Advertising 2018 Report
byIAB Europe
 
PPTX
Mobile vs. fixed advertising - Soichi NAKAJIMA, IDATE - DigiWorld Summit 2014
byIDATE DigiWorld
 
PDF
IAB Netherlands & DDMA - Report on Paid Search Advertising
byIAB Europe
 
PPTX
RTB growth perspectives in CEE 2010-2016
byGuntis Stirna
 
PDF
FWCE Cracking the Programmatic Conundrum White Paper
byIAB Europe
 
PDF
Hungarian Digital Ad Spend Study 2015
byIAB Hungary
 
PDF
IAB Europe Report: European Programmatic Market Sizing 2017
byRomain Fonnier
 
PDF
Marketing_Tech_Trends_2016_V4
byDonna Chang
 
PDF
New fronts video ad spend report - IAB - 2017
byRomain Fonnier
 
PDF
Gemius: gemiusAdReal™ Research – Breakthrough Transparency in the Online Adv...
byIAB Europe
 
The online advertising landscape in Europe 2013
byIAB Europe
 
EDAA: European Advertising Consumer Research Report 2016
byIAB Europe
 
IAB Europe Adex Benchmark 2014
byGet Interactive
 
IAB Europe Adex Benchmark 2013
byGet Interactive
 
Digital Ad Spend / Total Ad Spend - Turkey vs. Worldwide
byİnteraktif Reklamcılık Derneği (IAB)
 
IAB Adex Europe 2010 Report
byOnur Kabadayı
 
Iab europe-ad ex-benchmark-h1-2016-study-2
byAymen Elkadioui Elidrissi
 
L'achat programmatique vu par Ipsos
byIpsos bva
 
IAB Europe Virtual Programmatic Day H2 2018 Slides
byIAB Europe
 
Digital Marketing for Finance Industry in Central and Eastern Europe
byMarta Klepka
 
IAB Netherlands - Deloitte Programmatic Advertising 2018 Report
byIAB Europe
 
Mobile vs. fixed advertising - Soichi NAKAJIMA, IDATE - DigiWorld Summit 2014
byIDATE DigiWorld
 
IAB Netherlands & DDMA - Report on Paid Search Advertising
byIAB Europe
 
RTB growth perspectives in CEE 2010-2016
byGuntis Stirna
 
FWCE Cracking the Programmatic Conundrum White Paper
byIAB Europe
 
Hungarian Digital Ad Spend Study 2015
byIAB Hungary
 
IAB Europe Report: European Programmatic Market Sizing 2017
byRomain Fonnier
 
Marketing_Tech_Trends_2016_V4
byDonna Chang
 
New fronts video ad spend report - IAB - 2017
byRomain Fonnier
 
Gemius: gemiusAdReal™ Research – Breakthrough Transparency in the Online Adv...
byIAB Europe
 

Similar to AdEx Benchmark 2016 Study

PDF
Adex benchmark report 2015 programmatique marketing
byRaphaël Glatz
 
PDF
IAB Europe AdEx Benchmark 2014
byHidden Marketing
 
PDF
Goldbach Group | IAB Europe AdEx Benchmark 2013 Report
byGoldbach Group AG
 
PDF
Interact 2013 AdEx presentation
byGet Interactive
 
PDF
Interact 2013 Adex Presentation
byİnteraktif Reklamcılık Derneği (IAB)
 
PDF
2012 AdEx Benchmark Araştırma Sonuçları
byYasin Güler
 
PDF
Interact 2013 barcelona
byIAB Brasil
 
PDF
Interact2013barcelona 130618072501-phpapp01
byFAIR PLAY AD / @VeronicaRRSouza
 
PDF
Informe Adex benchmark 2013 de IAB Europe sobre la publicidad digital en Europa
byMarketing4eCommerce
 
PDF
Исследование ADEX BENCHMARK 2015
byИгорь Назаров
 
PDF
Iab Europe Ad Ex 2008
byDigital Agency Interactive Share
 
PDF
IAB Europe Ad Ex 2008
byDmytro Lysiuk
 
PDF
The IAB Europe AdEx Benchmark report
byStudioRevolucija
 
PDF
Adex benchmark 2014 de IAB Europa - Inversión publicitaria online en Europa
byIAB México
 
PDF
Iab europe ad_ex_benchmark_2014_report
byIAB Europe
 
PDF
Online Ad Spending in the Netherlands 2012
bySetWeb
 
PDF
Mobile marketing spends between europes 2 biggest markets
bySumit Roy
 
PDF
146676513 e marketer-mobile-ad-trends-in-france-and-germany-pdf
bySumit Roy
 
PDF
Global Intelligence - Data & insights for the new age of communication
byWorld Federation of Advertisers (WFA)
 
PPTX
Internet Marketing Trends Report 2012
byAnthony Burke
 
Adex benchmark report 2015 programmatique marketing
byRaphaël Glatz
 
IAB Europe AdEx Benchmark 2014
byHidden Marketing
 
Goldbach Group | IAB Europe AdEx Benchmark 2013 Report
byGoldbach Group AG
 
Interact 2013 AdEx presentation
byGet Interactive
 
Interact 2013 Adex Presentation
byİnteraktif Reklamcılık Derneği (IAB)
 
2012 AdEx Benchmark Araştırma Sonuçları
byYasin Güler
 
Interact 2013 barcelona
byIAB Brasil
 
Interact2013barcelona 130618072501-phpapp01
byFAIR PLAY AD / @VeronicaRRSouza
 
Informe Adex benchmark 2013 de IAB Europe sobre la publicidad digital en Europa
byMarketing4eCommerce
 
Исследование ADEX BENCHMARK 2015
byИгорь Назаров
 
Iab Europe Ad Ex 2008
byDigital Agency Interactive Share
 
IAB Europe Ad Ex 2008
byDmytro Lysiuk
 
The IAB Europe AdEx Benchmark report
byStudioRevolucija
 
Adex benchmark 2014 de IAB Europa - Inversión publicitaria online en Europa
byIAB México
 
Iab europe ad_ex_benchmark_2014_report
byIAB Europe
 
Online Ad Spending in the Netherlands 2012
bySetWeb
 
Mobile marketing spends between europes 2 biggest markets
bySumit Roy
 
146676513 e marketer-mobile-ad-trends-in-france-and-germany-pdf
bySumit Roy
 
Global Intelligence - Data & insights for the new age of communication
byWorld Federation of Advertisers (WFA)
 
Internet Marketing Trends Report 2012
byAnthony Burke
 

More from IAB Europe

PDF
IAB Europe Membership Brochure 2019
byIAB Europe
 
PDF
IAB Spain Digital Ad Spend 2017 Report
byIAB Europe
 
PDF
AppNexus + Tomorrow TTH Case Study
byIAB Europe
 
PDF
AppNexus + MiQ Case Study
byIAB Europe
 
PDF
AppNexus + Axel Springer Case Study
byIAB Europe
 
PDF
AppNexus + Schibsted Case study
byIAB Europe
 
PDF
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...
byIAB Europe
 
PDF
IAB Europe Webinar Deck: Digital Brand Advertising and Measurement
byIAB Europe
 
PPTX
DOOH Presentation by OMD for DOOH and DA Webinar
byIAB Europe
 
PDF
IAB Europe GIG: Working Paper on Controller - Processor Criteria (reupload)
byIAB Europe
 
PDF
Interact 2018 - Advertising that works for everyone
byIAB Europe
 
PDF
Interact 2018 - Embracing an ever-changing future for digital advertising
byIAB Europe
 
PPTX
Interact 2018 - IAB Europe’s GDPR Transparency & Consent Framework
byIAB Europe
 
PDF
Interact 2018 - GDPR for digital publishers, digital agencies and advertisers
byIAB Europe
 
PPTX
Interact 2018 - DOOH growth and barriers
byIAB Europe
 
PPTX
Interact 2018 - Creativity & Interactivity: the perfect match to win user’s ...
byIAB Europe
 
PPTX
Interact 2018 - Quo vadis Italy? The concentration of online time spent and t...
byIAB Europe
 
PPTX
Interact 2018 - What Builds Brand Love
byIAB Europe
 
PDF
IAB Europe Virtual Programmatic Day H1 2018 Presentation
byIAB Europe
 
PDF
IAB Europe GIG: Working Paper on Data Subject Requests
byIAB Europe
 
IAB Europe Membership Brochure 2019
byIAB Europe
 
IAB Spain Digital Ad Spend 2017 Report
byIAB Europe
 
AppNexus + Tomorrow TTH Case Study
byIAB Europe
 
AppNexus + MiQ Case Study
byIAB Europe
 
AppNexus + Axel Springer Case Study
byIAB Europe
 
AppNexus + Schibsted Case study
byIAB Europe
 
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...
byIAB Europe
 
IAB Europe Webinar Deck: Digital Brand Advertising and Measurement
byIAB Europe
 
DOOH Presentation by OMD for DOOH and DA Webinar
byIAB Europe
 
IAB Europe GIG: Working Paper on Controller - Processor Criteria (reupload)
byIAB Europe
 
Interact 2018 - Advertising that works for everyone
byIAB Europe
 
Interact 2018 - Embracing an ever-changing future for digital advertising
byIAB Europe
 
Interact 2018 - IAB Europe’s GDPR Transparency & Consent Framework
byIAB Europe
 
Interact 2018 - GDPR for digital publishers, digital agencies and advertisers
byIAB Europe
 
Interact 2018 - DOOH growth and barriers
byIAB Europe
 
Interact 2018 - Creativity & Interactivity: the perfect match to win user’s ...
byIAB Europe
 
Interact 2018 - Quo vadis Italy? The concentration of online time spent and t...
byIAB Europe
 
Interact 2018 - What Builds Brand Love
byIAB Europe
 
IAB Europe Virtual Programmatic Day H1 2018 Presentation
byIAB Europe
 
IAB Europe GIG: Working Paper on Data Subject Requests
byIAB Europe
 

Recently uploaded

PDF
Lions Club Presentation on How to Use Facebook, Instagram and META products
byTalking Finger, social media marketing agency
 
PDF
biosecuritymeasuresinshrimpfarming-190830124902.pdf
byNeospark
 
PPTX
Affiliate Summit West - Lily Ray Keynote 2026
byLily Ray
 
PPTX
SORTIQSOLUTIONS. pptx ppt on ppc a topic from digital marketing
bysortiqsolutionss
 
PDF
Karin Gargus' Marketing Portfolio - DSGN 253
byKarin Gargus
 
PDF
AI In Advertising 2026 - Optimization Expectation and Framework
byAvinash Chandra
 
PDF
Top 123 Place to USA Binance Accounts Online-Uk.pdf
bybimif63078
 
DOCX
Top Factors That Make Old Gmail Accounts More Valuable
bypvasmmpath
 
PDF
Purchase Twitter Accounts with Full Access and Secure Setup.pdf
bytopusapro.com
 
PDF
Latest SEO Trends Followed by Top SEO Agencies in Noida - Manojnegi.in.pdf
byManojNegi
 
PDF
How To Buy Verified Wise Accounts – for a secure,& fully prepared profile.pdf
byapasanilion108
 
PDF
Your Website Is Invisible to 800 Million People: The ChatGPT Visibility Crisis
byUdit Goenka
 
PDF
TopMate ES11 3-Wheel Electric Scooter: A Compact Mobility Solution for Everyd...
byTopmate
 
PPTX
A First Look at 2026: Leveraging AI to Boost Lead Handling and Drive Better R...
bySearch Engine Journal
 
PDF
Muleko Security Services Company Profile
bymulekoservices66
 
Lions Club Presentation on How to Use Facebook, Instagram and META products
byTalking Finger, social media marketing agency
 
biosecuritymeasuresinshrimpfarming-190830124902.pdf
byNeospark
 
Affiliate Summit West - Lily Ray Keynote 2026
byLily Ray
 
SORTIQSOLUTIONS. pptx ppt on ppc a topic from digital marketing
bysortiqsolutionss
 
Karin Gargus' Marketing Portfolio - DSGN 253
byKarin Gargus
 
AI In Advertising 2026 - Optimization Expectation and Framework
byAvinash Chandra
 
Top 123 Place to USA Binance Accounts Online-Uk.pdf
bybimif63078
 
Top Factors That Make Old Gmail Accounts More Valuable
bypvasmmpath
 
Purchase Twitter Accounts with Full Access and Secure Setup.pdf
bytopusapro.com
 
Latest SEO Trends Followed by Top SEO Agencies in Noida - Manojnegi.in.pdf
byManojNegi
 
How To Buy Verified Wise Accounts – for a secure,& fully prepared profile.pdf
byapasanilion108
 
Your Website Is Invisible to 800 Million People: The ChatGPT Visibility Crisis
byUdit Goenka
 
TopMate ES11 3-Wheel Electric Scooter: A Compact Mobility Solution for Everyd...
byTopmate
 
A First Look at 2026: Leveraging AI to Boost Lead Handling and Drive Better R...
bySearch Engine Journal
 
Muleko Security Services Company Profile
bymulekoservices66
 

AdEx Benchmark 2016 Study

  • 1.
  • 2.
    The data andcharts shown in this report cannot be used without the expressed permission of IAB Europe and IHS Markit
  • 3.
  • 4.
    A meta-analysis ofonline ad spend in Europe RATECARD Campaigns x Ratecard GROSS Spend Billed NET Revenue Billed No Agency commissions
  • 5.
    Data for 27countries in Europe • Austria • Belarus • 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
  • 6.
    About the data Thismarket sizing is based on the following methods: • Reported data from national IABs • Estimates by national IABs based on local insight • Estimates by national IABs in collaboration with IHS Markit • Estimates & actuals by IHS Markit based on the IHS Advertising Intelligence Service & macro- economic research group
  • 7.
  • 8.
    Europe: the valueof online advertising in 2016 €41.9bn
  • 9.
    Eurozone macroeconomic environmenthas stabilised after two recessions and holds firm despite political uncertainty -8% -6% -4% -2% 0% 2% 4% 6% 8% 2004Q1 2004Q3 2005Q1 2005Q3 2006Q1 2006Q3 2007Q1 2007Q3 2008Q1 2008Q3 2009Q1 2009Q3 2010Q1 2010Q3 2011Q1 2011Q3 2012Q1 2012Q3 2013Q1 2013Q3 2014Q1 2014Q3 2015Q1 2015Q3 2016Q1 2016Q3 2017Q1 Eurozone France Germany Italy Spain GDP growth in Eurozone (%) Source: IHS Markit © 2017 IHS Markit Growth
  • 10.
    Online advertising grewby 12.3% in 2016 37.2 41.9 0 5 10 15 20 25 30 35 40 45 2015 2016 Online advertising spend in Europe (€bn) +12.3% like-for-like
  • 11.
    €35.3bn net additionin 11 years of this study…. 6.6 9.2 14.5 15.8 18.8 21.9 24.4 28.6 32.1 37.3 41.9 0 5 10 15 20 25 30 35 40 45 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Total online ad spend: historical perspective €35.3bn *restated from €36bn as measured in 2015 due to methodology change at local IABs
  • 12.
    …as online offsetslosses of traditional media, establishing a new advertising market high for the first time since the 2009 recession 97.09 101.37 96.9 77.94 82.92 82.71 79.23 75.07 73.16 72.25 70.81 6.6 9.2 14.5 15.8 18.8 21.9 24.4 28.6 32.1 37.3 41.9 0 20 40 60 80 100 120 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Traditional vs online advertising (€bn) Other Media Online €112.6bn Peak ‘traditional’ media New market high (+€1.2bn) Recessionary market low Historical market high Flat market Online growth offsets decline
  • 13.
    ”Plus ça change,plus c'est la même chose”: consistency in growth rates over past five years despite fundamental market restructure 39.0% 58.6% 8.9% 18.6% 16.5% 11.5% 11.9% 11.6% 13.0% 12.3% 0% 10% 20% 30% 40% 50% 60% 70% 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Historical online advertising market growth Maximum 1.6ppt variation in growth over the past 5 years
  • 14.
    Online expands itslead over other media categories* 0.7 5.4 7.2 25.2 33.9 36.8 0.7 5.2 7.4 23.2 34.0 41.9 0 5 10 15 20 25 30 35 40 45 Cinema Radio OOH Print TV Online 2016 2015 Ad spend by category in Europe in 2015 and 2016 (€bn) Source: IHS Markit *broadcaster online video accounted for in the ‘online’ category. TV is linear TV advertising only.
  • 15.
  • 16.
    After four yearperiod of growing concentration on top markets, the long- tail of smaller markets increases its overall share for the first time 57.3% 56.9% 58.8% 60.4% 58.0% 69.4% 69.9% 70.8% 70.5% 69.8% 77.9% 78.2% 78.8% 78.4% 77.7% 86.6% 86.4% 86.5% 86.4% 86.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 2015 2016 Share of European online advertising revenue by market group Top 3 Top 5 Top 7 Top 10
  • 17.
    934 946 1,604 1,622 1,689 2,295 2,640 4,175 5,950 14,181 0 2,000 4,0006,000 8,000 10,000 12,000 14,000 16,000 Switzerland Belgium Sweden Spain Netherlands Italy Russia France Germany UK Top 10 markets ranked (€m) 2016 2015 UK is 2.4x Germany UK as big as next 3 markets combined Top 8 in stable ranking, Belgium & Switzerland move up, UK maintains lead over other markets
  • 18.
    Growth is mostlylead by smaller CEE markets 36.9% 33.2% 31.4% 25.3% 23.6% 22.9% 22.5% 22.3% 21.8% 19.3% 17.7% 17.5% 15.5% 14.6% 13.5% 13.4% 13.4% 12.3% 11.6% 11.5% 11.3% 10.1% 9.6% 7.0% 6.4% 6.2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Romania Slovenia Ireland CzechRepublic Slovakia Bulgaria Hungary Spain Sweden Russia Croatia Serbia Belarus Poland Turkey UK Switzerland EuropeanAverage Austria Greece Netherlands Italy Denmark France Germany Belgium Online advertising YoY growth 2016
  • 19.
    Most advanced andleast mature markets grow faster, tight grouping among Western European markets Year-on-yeargrowth European average lines online ad spend per capita Bulgaria Belarus Croatia Czech Republic Denmark Finland France Germany Greece Hungary Ireland Italy Netherlands Norway Poland Romania RussiaSerbia Slovenia Spain Austria Belgium Sweden SwitzerlandTurkey UK Slovakia 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 220 230 240 250
  • 20.
    Three distinct patternsemerge Year-on-yeargrowth European average lines online ad spend per capita Bulgaria Belarus Croatia Czech Republic Denmark Finland France Germany Greece Hungary Ireland Italy Netherlands Norway Poland Romania RussiaSerbia Slovenia Spain Austria Belgium Sweden SwitzerlandTurkey UK Slovakia 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 220 230 240 250
  • 21.
    What enables &hinders growth according to national IABs? Drivers • Programmatic & automation • e- and m-commerce • Rise of online video consumption • Premium video inventory • Improvement in ad quality • Mobile-first advertiser mentality • Social platforms • Native • E-Sports • Consolidation Hurdles • Ad blocking • Fraud • Complexity of value chain • Brand safety • Privacy & regulation • Measurement (esp. omniscreen video) • Cross-funnel and cross-media attribution • Turning data into insight • Adapting desktop ads to mobile – High production costs – Structural barriers • Platform distribution & monetization • Macroeconomic environment and adverse political conditions
  • 22.
  • 23.
    €5bn added intotal, over half of that coming from display 14,199 16,196 6,061 6,510 16,932 19,116 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 2015 2016 Online advertising spend by format (€m)* Display Classifieds & Directories Search 1,997 449 2,184 0 5,000 10,000 15,000 20,000 25,000 Display Classifieds & Directories Search Net additions in 2016 (€m)* 2015 2016 net additions *Not like-for-like 2015 vs 2016 due to methodology changes in Croatia & Czech Republic. Growth rate cannot be calculated. Please use 12.3% like-for-like growth rate. Excludes small number of ‘other’ that was reported without format designation.
  • 24.
    Display has beenthe fastest growing format for the past three years, but classifieds & directories and search experience growing vibrancy 15.2% 5.8% 10.8% 11.6% 17.2% 4.9% 12.5% 13.0% 14.1% 7.4% 12.9% 12.3% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Display Classifieds & Directories Search Total Online advertising growth rates by format 2014 2015 2016
  • 25.
    Search maintains lead,but display increases share 34.1% 36.6% 36.6% 47.3% 48.0% 47.1% 48.8% 49.2% 46.7% 46.7% 45.6% 18.3% 14.9% 18.9% 18.9% 20.7% 19.6% 18.5% 16.8% 15.6% 16.4% 15.6% 47.6% 48.5% 44.5% 33.8% 31.3% 33.3% 32.7% 34.0% 37.7% 36.9% 38.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Online advertising spend split by format Search Classifieds & Directories Display
  • 26.
    15 markets growabove European average, incl. 4 out of the top 10 markets by size, but spectrum of growth between markets is vast 45.4% 41.3% 38.1% 29.3% 29.0% 28.6% 24.7% 24.1% 22.0% 20.4% 19.6% 17.8% 17.6% 15.5% 14.6% 14.1% 13.0% 11.3% 11.3% 11.0% 10.7% 9.6% 6.5% 6.5% 5.9% 3.1% 1.0% -4.3% -5% 5% 15% 25% 35% 45% 55% Ireland Slovenia Romania Slovakia Bulgaria CzechRepublic Hungary Spain Croatia Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Belarus Online display growth in 2016 by market* incl. video. Desktop & Mobile.
  • 27.
    Uneven picture acrossEurope as classifieds & directories benefit from consolidation, but shift to display-based ad model 20.5% 19.3% 19.0% 18.0% 17.0% 16.4% 16.3% 10.6% 10.6% 9.9% 8.9% 8.0% 7.8% 7.5% 7.4% 6.2% 6.1% 6.1% 5.8% 3.6% 3.6% 2.0% 1.9% 1.6% 0.4% -0.1% -0.4% -25.7% -30% -20% -10% 0% 10% 20% 30% Hungary CzechRepublic Serbia Poland Belarus Italy Slovakia Germany Russia Switzerland Netherlands Croatia UK Denmark Europeanaverage Turkey Belgium Spain Bulgaria Greece Ireland Romania France Finland Sweden Norway Austria Slovenia Online classifieds & directories growth in 2016 by market
  • 28.
    19 markets sawdouble-digit growth in paid-for-search 44.9% 42.9% 36.1% 28.0% 25.1% 21.4% 21.0% 20.8% 20.7% 20.1% 19.2% 19.2% 16.0% 15.0% 14.4% 12.9% 12.4% 12.2% 12.0% 10.1% 9.0% 8.0% 7.6% 7.3% 6.5% 6.4% 5.0% 4.3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Slovenia Belarus Sweden Romania Ireland Russia Hungary Switzerland Spain Turkey Norway CzechRepublic Croatia Serbia UK Europeanaverage Slovakia Netherlands Greece Denmark Poland Austria Belgium Bulgaria Finland Italy Germany France Search growth in 2016 by market
  • 29.
    Mobile shares offormat leap by nearly10 percentage points year-on-year 26.8% 23.9% 24.7% 36.0% 32.2% 33.3% 0% 5% 10% 15% 20% 25% 30% 35% 40% Mobile share of display Mobile share of search Mobile share of total Mobile share of online ad spend by format* 2015 2016 *only markets which reported both mobile display & mobile search considered
  • 30.
    A €3bn market,video now is a vital component of online display… 29.9% 27.8% 27.1% 26.7% 24.6% 23.9% 22.1% 21.5% 21.4% 19.7% 18.9% 18.5% 18.5% 16.8% 16.0% 15.6% 15.9% 14.5% 13.9% 12.7% 11.8% 11.7% 11.5% 9.4% 9.0% 7.5% 3.1% 0% 5% 10% 15% 20% 25% 30% 35% Italy Switzerland Belgium Bulgaria Croatia Ireland Sweden CzechRepublic Spain France Germany Europeanaverage Netherlands Turkey UK Austria Finland Greece Russia Slovenia Poland Denmark Belarus Norway Serbia Hungary Romania Video share of online display in 2016 Total: €2.9bn
  • 31.
    …and growth isnear universally double-digit within 3 clusters 122.0% 102.6% 100.0% 91.8% 80.0% 48.0% 46.0% 33.6% 27.6% 26.8% 26.3% 26.0% 25.0% 24.6% 21.4% 19.6% 19.4% 17.4% 16.5% 15.2% 13.9% 13.9% 11.9% 11.7% 11.0% 10.4% 1.2% 0% 20% 40% 60% 80% 100% 120% 140% Slovenia Serbia Belarus Ireland Croatia Denmark Italy Turkey Spain Sweden Austria Netherlands Belgium Romania E.average Bulgaria Germany Finland CzechRepublic Russia Norway Switzerland UK France Greece Hungary Poland Online video advertising growth in 2016 growth leaders +/- 10ppt range of average challengers
  • 32.
    Mobile display ishighly concentrated, but 14 out of 22 countries measured grew faster than the market leader* 2,645 677 606 258 178 168 139 129 124 107 100 66 51 49 39 25 24 5 4 1.4 0.9 0.5 0 500 1,000 1,500 2,000 2,500 3,000 UK Italy Norway Netherlands Turkey Ireland CzechRepublic Denmark Austria Romania Croatia Mobile display advertising 2016 (€bn) 327.0% 191.3% 156.3% 107.7% 95.0% 89.5% 86.6% 85.1% 79.7% 72.6% 66.7% 64.4% 52.9% 51.9% 51.6% 45.3% 37.3% 36.7% 34.7% 33.4% 30.9% 26.6% 26.5% 0% 50% 100% 150% 200% 250% 300% 350% Serbia Romania Turkey France Croatia Ireland Russia Bulgaria CzechRepublic Hungary Belarus Poland Europeanaverage Denmark Italy UK Sweden Austria Netherlands Finland Spain Norway Germany Mobile display advertising growth in 2016 *5 countries did not report mobile display
  • 33.
    0 500 1,000 1,500 2,000 2,500 3,000 UK France Italy Germany Norway Sweden Netherlands Russia Turkey Poland Top mobile display +2ranks vs all display Market leaders are not created equal: the top 10 ranking by display market size looks different in mobile and video 0 100 200 300 400 500 600 700 800 900 UK Italy Germany France Spain Belgium Netherlands Sweden Russia CzechRepublic Top video 0 1,000 2,000 3,000 4,000 5,000 6,000 UK Germany France Italy Spain Russia Netherlands Sweden Belgium Poland Top all display Only in mobile Only in mobile +1 rank vs all display -2 ranks vs all display +1 rank vs all display Only in video -3 ranks vs all display +2 ranks vs all display +3 ranks vs all display Not in top mobile Not in top video Not in top mobile
  • 34.
    Desktop banner isdecline as video and mobile power growth -35% -25% -15% -5% 5% 15% 25% 35% 45% Ireland Slovenia Romania Slovakia Bulgaria CzechRepublic Hungary Spain Croatia Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Belarus Display growth composition in 2016 all display
  • 35.
    Desktop banner isdecline as video and mobile power growth -35% -25% -15% -5% 5% 15% 25% 35% 45% Ireland Slovenia Romania Slovakia Bulgaria CzechRepublic Hungary Spain Croatia Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Belarus Display growth composition in 2016 all display excl. mobile
  • 36.
    Desktop banner isdecline as video and mobile power growth -35% -25% -15% -5% 5% 15% 25% 35% 45% Ireland Slovenia Romania Slovakia Bulgaria CzechRepublic Hungary Spain Croatia Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Belarus Display growth composition in 2016 all display excl. mobile excl. mobile & video
  • 37.
    Outlook for 2017 •Expect approximately +10% growth over 2016 • Concentration of growth among fewer players will accelerate • Video will become the primary battleground for consumer attention • Live video set to focus on sports and UGC • E-Sports advertising is gaining traction • Audio is increasingly attractive to marketers • Mobile-first becomes AI-first (but promise & practice are far apart) • Regulation will have a material impact on the future health of the market
  • 38.
    Contact: Alison Fennah –fennah@iabeurope.eu Marie-Clare Puffett – puffett@iabeurope.eu Daniel Knapp – daniel.knapp@ihsmarkit.com Qingzhen (Jessie) Chen – jessie.chen@ihsmarkit.com Connect with us: @IABEurope IAB Europe www.iabeurope.eu www.technology.ihs.com @IHS4Tech

Editor's Notes

  • #9 Double dip Stabilisation Slight slowdown in 2016 but still solid
  • #10 In this macro…consumer shifts, data, mobile, video. Not linear consumption/spend
  • #11 But despite macro-turmoil, no year in which online ad declined. 10 year history of adex. Rewind to understand significance of numbers. Would be This is size of entire tv ad market today. Like-for-like. More markets have been added, but we have retropolated growth. Online ad moved from afterthought in media buying to a pivotal set of channels for reaching and engaging consumers.