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AdEx Benchmark 2016 IAB Europe

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>>[Etude] AdEx Benchmark 2016 Study
[iabeurope.eu 23.05.17]
En 2016, le marché de la publicité digitale a progressé de 12,2% en Europe, à 41,8 milliards €, selon des données fournies mardi par l’IAB Europe. Dans le détail : 16,1 Mds € pour le display, 6,5 Mds € pour les Classifieds et 19,1 Mds € pour le search. L’IAB Europe souligne que l’ensemble des 27 pays étudiés enregistrent une croissance positive, dont une vingtaine une croissance à deux chiffres. Sans surprise, le mobile porte la croissance, à la fois sur le mobile display et le mobile search avec des progressions allant au-delà de +50% sur un an. La vidéo enregistre quant à elle un revenu de 2,9 milliards €.
Télécharger l’étude (Format PDF - 87 Ko) :
https://www.iabeurope.eu/wp-content/uploads/2017/05/IAB-Europe-AdEx-Benchmark_Interact-2017-results-2.pdf

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AdEx Benchmark 2016 IAB Europe

  1. 1. Daniel Knapp IHS Markit May 2017
  2. 2. The data and charts shown in this report cannot be used without the expressed permission of IAB Europe and IHS Markit
  3. 3. A meta-analysis of online ad spend in Europe RATECARD Campaigns x Ratecard GROSS Spend Billed NET Revenue Billed No Agency commissions
  4. 4. Data for 27 countries in Europe • Austria • Belgium • Belarus • 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. About the data This market sizing is based on the following methods: • Reported data from local IABs • Estimates by local IABs based on local insight • Estimates by local IABs in collaboration with IHS Markit • Estimates & actuals by IHS Markit based on the IHS Advertising Intelligence Service & macro-economic research group
  6. 6. Big Picture
  7. 7. Europe: the value of online advertising in 2016 €41.8bn
  8. 8. 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
  9. 9. Online advertising grew by 12.2% in 2016 37.1 41.8 0 5 10 15 20 25 30 35 40 45 2015 2016 Online advertising spend in Europe (€bn)
  10. 10. €35.2bn 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 37.1* 41.8 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€35.2bn *restated from €36bn as measured in 2015 due to methodology change at local IABs
  11. 11. …as online offsets losses of traditional media, establishing a new advertising market high for the first time since the 2009 recession 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 €111.4bn €112.6bn Peak ‘traditional’ media New market high (+€1.2bn) Recessionary market low Historical market high Flat market Online growth offsets decline
  12. 12. ”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% 13.1% 12.2% 0% 10% 20% 30% 40% 50% 60% 70% 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Historical online advertising market growth Maximum 1.3ppt variation in growth over the past 5 years
  13. 13. Online expands its lead over other media categories* 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 © 2017 IHS Markit *broadcaster online video accounted for in the ‘online’ category. TV is linear TV advertising only.
  14. 14. Markets
  15. 15. 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
  16. 16. 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 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
  17. 17. Growth is mostly lead by smaller CEE markets 36.9% 33.2% 31.4% 23.6% 22.9% 22.5% 22.3% 21.8% 19.3% 17.5% 14.6% 13.5% 13.4% 13.4% 12.2% 11.6% 11.5% 11.3% 10.1% 9.6% 7.0% 6.4% 6.2% 5.8% 0% 5% 10% 15% 20% 25% 30% 35% 40% Romania Slovenia Ireland Slovakia Bulgaria Hungary Spain Sweden Russia Serbia Poland Turkey UK Switzerland EuropeanAverage Austria Greece Netherlands Italy Denmark France Germany Belgium Finland Online Advertising YoY Growth 2016
  18. 18. Bulgaria Denmark Finland France Germany Greece Hungary Ireland Italy Netherlands Norway Poland Romania Russia Serbia Slovenia Spain Austria Belgium Sweden Switzerland Turkey UK 0% 5% 10% 15% 20% 25% 30% 35% 40% - 50 100 150 200 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
  19. 19. Bulgaria Denmark Finland France Germany Greece Hungary Ireland Italy Netherlands Norway Poland Romania Russia Serbia Slovenia Spain Austria Belgium Sweden Switzerland Turkey UK 0% 5% 10% 15% 20% 25% 30% 35% 40% - 50 100 150 200 Three distinct patterns emerge online ad spend per capita Year-on-yeargrowth European average lines
  20. 20. What enables & hinders growth according to local 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
  21. 21. Formats
  22. 22. €5bn added in total, over half of that coming from display 13,877 16,187 6,049 6,501 16,915 19,106 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 2,309 452 2,191 0 5,000 10,000 15,000 20,000 25,000 Display Classifieds & Directories Search Net additions 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 12.2% like-for-like growth rate. Excludes small number of ‘other’ that was reported without format designation.
  23. 23. 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% 17.4% 4.9% 12.6% 13.1% 13.8% 7.3% 12.9% 12.20% 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
  24. 24. 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% 46.3% 18.3% 14.9% 18.9% 18.9% 20.7% 19.6% 18.5% 16.8% 15.6% 16.4% 15.7% 47.6% 48.5% 44.5% 33.8% 31.3% 33.3% 32.7% 34.0% 37.7% 36.9% 38.0% 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
  25. 25. 13 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% 24.7% 24.1% 20.4% 19.6% 17.8% 17.6% 15.5% 14.6% 13.8% 13.0% 11.3% 11.3% 11.0% 10.7% 9.6% 6.5% 6.5% 5.9% 3.1% 1.0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Ireland Slovenia Romania Slovakia Bulgaria Hungary Spain Russia Austria Serbia Poland UK France EuropeanAverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Online Display Growth 2016 by Country* incl. video. Desktop & Mobile. Excl. Croatia & Czech Republic as methodology change does not allow growth calculations.
  26. 26. Uneven picture across Europe as classifieds & directories benefit from consolidation, but shift to display-based ad model *excl. Croatia as methodology change does not allow growth calculations. 20.5% 19.0% 18.0% 16.4% 16.3% 10.6% 10.6% 9.9% 8.9% 7.8% 7.5% 7.3% 6.2% 6.1% 6.1% 5.8% 3.6% 3.6% 2.0% 1.9% 1.6% 0.4% -0.1% -0.4% -4.8% -25.7% -30% -20% -10% 0% 10% 20% 30% Hungary Serbia Poland Italy Slovakia Germany Russia Switzerland Netherlands UK Denmark EuropeanAverage Turkey Belgium Spain Bulgaria Greece Ireland Romania France Finland Sweden Norway Austria CzechRepublic Slovenia Online Classifieds & Directories Growth 2016 by Country*
  27. 27. 19 markets saw double-digit growth in paid-for-search 44.9% 36.1% 28.0% 27.5% 25.1% 21.4% 21.0% 20.8% 20.7% 20.1% 19.2% 18.9% 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 Sweden Romania CzechRepublic Ireland Russia Hungary Switzerland Spain Turkey Norway Croatia Serbia UK EuropeanAverage Slovakia Netherlands Greece Denmark Poland Austria Belgium Bulgaria Finland Italy Germany France Search Growth 2016 by Country
  28. 28. 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 countries which reported both mobile display & mobile search considered
  29. 29. A €3bn market, video now is a vital component of online display… 0% 5% 10% 15% 20% 25% 30% Switzerland Belgium Bulgaria Italy Croatia Ireland Sweden CzechRepublic Spain France Germany Netherlands EuropeanAverage Turkey UK Austria Finland Greece Russia Slovenia Poland Denmark Norway Serbia Hungary Romania Video Share of Online Display 2016 Total: €2.9bn
  30. 30. …and growth is near universally double-digit within 3 clusters 122.0% 102.6% 91.8% 48.0% 46.0% 33.6% 27.6% 26.8% 26.3% 26.0% 25.0% 24.6% 21.1% 19.6% 19.4% 17.4% 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 Ireland Denmark Italy Turkey Spain Sweden Austria Netherlands Belgium Romania EuropeanAverage Bulgaria Germany Finland Russia Norway Switzerland UK France Greece Hungary Poland Online Video Advertising Growth 2016 +/- 10ppt range of averagegrowth leaders challengers
  31. 31. Mobile display is highly concentrated, but 13 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 1 0 500 1,000 1,500 2,000 2,500 3,000 UK France Italy Germany Norway Sweden Netherlands Russia Turkey Poland Ireland Finland CzechRepublic Spain Denmark Hungary Austria Serbia Romania Bulgaria Croatia Mobile Display Advertising 2016 (€bn) 327.0% 191.3% 156.3% 156.3% 107.7% 89.5% 88.0% 86.6% 85.1% 72.6% 64.4% 53.3% 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 CzechRepublic Turkey France Ireland Croatia Russia Bulgaria Hungary Poland EuropeanAverage Denmark Italy UK Sweden Austria Netherlands Finland Spain Norway Germany Mobile Display Advertising Growth 2016 *4 countries did not report mobile display
  32. 32. 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
  33. 33. Desktop banner is decline as video and mobile power growth -35% -25% -15% -5% 5% 15% 25% 35% 45% Ireland Slovenia Romania Slovakia Bulgaria Hungary Spain Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Display growth composition in 2016 all display excl. mobile excl. mobile & video
  34. 34. Desktop banner is decline as video and mobile power growth -35% -25% -15% -5% 5% 15% 25% 35% 45% Ireland Slovenia Romania Slovakia Bulgaria Hungary Spain Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Display growth composition in 2016 all display excl. mobile excl. mobile & video
  35. 35. Desktop banner is decline as video and mobile power growth -35% -25% -15% -5% 5% 15% 25% 35% 45% Ireland Slovenia Romania Slovakia Bulgaria Hungary Spain Russia Austria Serbia Poland UK France Europeanaverage Sweden Italy Netherlands Greece Turkey Denmark Finland Germany Belgium Switzerland Norway Display growth composition in 2016 all display excl. mobile excl. mobile & video
  36. 36. Outlook for 2017 • We 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
  37. 37. 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

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