© IAB Europe

© IAB 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

• Ukraine

Data for 28 markets in Europe

SECTION TITLEMARKETS

© IAB Europe

Market more than doubled since 2013 – on average €4bn added to the digital ad market every year since 2006

7.6

10.6

16.818.3

21.7

25.328.2

31.6

35.2

39.9

44.7

50.6

57.7

64.8

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Europe: Total digital ad spend (€bn)

+33.2bn

© IAB Europe

Digital drives European ad market to all-time high as aggregate category of ‘other media’ down since 2010

97.1 101.4 96.9

77.9 82.9 82.7 79.2 75.1 73.2 72.3 70.8 69.1 66.1 63.7

7.610.6 16.8

18.3

21.7 25.3 28.2 31.6 35.2 39.9 44.7 50.6 57.7 64.8

0

20

40

60

80

100

120

140

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Europe: Total Media Ad Spend

Other Media Online

© IAB Europe

Double-digit growth despite maturing market: slower than previous two years, but still only 2.4 ppt variation between 2012 and 2019

39.0%

58.6%

8.9%

18.6%16.5%

11.5% 11.9% 11.6%13.1% 12.2% 13.2% 13.9%

12.3%

0%

10%

20%

30%

40%

50%

60%

70%

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Europe: Year-On-Year Growth Digital Ad Spend

10.0%

10.5%

11.0%

11.5%

12.0%

12.5%

13.0%

13.5%

14.0%

14.5%

20

18

20

17

20

15

20

19

20

16

20

13

20

14

20

12

Growth 2012-2019 ranked

© IAB Europe

Long-term view: 9/10 fastest-growing markets are in CEE

2.09 2.07

1.911.80

1.64 1.61 1.60 1.57 1.56 1.52 1.52 1.48 1.47 1.47 1.46 1.461.41 1.41 1.39 1.37

1.32 1.31 1.29 1.27 1.271.19 1.16 1.11

0

0.5

1

1.5

2

2.5

Ukr

ain

e

Be

laru

s

Serb

ia

Ru

ssia

Cze

ch R

ep

ub

lic

Ro

man

ia

Cro

atia

Turk

ey

Hu

nga

ry

Fin

lan

d

UK

Irel

and

Swed

en

No

rway

Fran

ce

Slo

ven

ia

Po

lan

d

Spai

n

Bu

lgar

ia

Ital

y

Net

he

rlan

ds

Ge

rman

y

Den

mar

k

Slo

vaki

a

Au

stri

a

Be

lgiu

m

Gre

ece

Swit

zerl

and

Market size: 2019 vs 2016 (multiplier)

© IAB Europe

Top 10 markets concentrate 86% of digital ad spend

© IAB Europe

Zoom-in reveals nuances in size between markets

0

5,000

10,000

15,000

20,000

25,000

UK

Ge

rman

y

Fran

ce

Ru

ssia

Ital

y

Spai

n

Swed

en

Net

he

rlan

ds

Swit

zerl

and

No

rway

Po

lan

d

Be

lgiu

m

Den

mar

k

Cze

ch R

ep

ub

lic

Turk

ey

Fin

lan

d

Au

stri

a

Irel

and

Ukr

ain

e

Hu

nga

ry

Slo

vaki

a

Gre

ece

Ro

man

ia

Cro

atia

Bu

lgar

ia

Be

laru

s

Slo

ven

ia

Serb

ia

Europe: Digital Ad Market Size 2019 vs 2018

2019 2018

0

200

400

600

800

1000

1200

Poland Belgium Denmark CzechRepublic

Turkey Finland Austria Ireland Ukraine Hungary

2019 2018

0

50

100

150

200

Slovakia Greece Romania Croatia Bulgaria Belarus Slovenia Serbia

2019 2018

© IAB Europe

CEE markets lead growth: 10 out of 14 markets that grow above European average are from CEE

28.4% 28.0%

25.2%

22.3%

19.1% 18.6% 18.6% 18.3% 18.0% 17.5%15.9% 15.3%

14.2%12.7% 12.1% 11.6% 11.3% 10.9% 10.7% 10.3% 10.3% 9.9% 9.3% 9.2%

8.4%7.2%

5.2%

-7.5%

12.3%

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

35%

Ser

bia

Ukr

ain

e

Bel

aru

s

Cro

atia

Tu

rkey

Ro

man

ia

Ru

ssia

Fin

lan

d

Bu

lgar

ia

Hu

nga

ry

Irel

and

UK

Cze

ch R

epu

bli

c

Net

her

lan

ds

Slo

vaki

a

Fra

nce

Sp

ain

Po

lan

d

Sw

eden

Bel

giu

m

No

rwa

y

Ita

ly

Slo

ven

ia

Gre

ece

Ger

ma

ny

Den

ma

rk

Au

stri

a

Sw

itze

rlan

d

Eu

rop

ean

ave

rage

Digital Ad Spend Growth by Market (YoY)

© IAB Europe

A look back at 2018…

Belgium

Bulgaria

Croatia

Czech Republic

Denmark

Finland

France

Germany

Greece

Hungary Ireland

Italy

Netherlands

Norway

Poland

Romania

Russia

Slovakia

Austria

Slovenia

Belarus

Spain

Sweden

Switzerland

Turkey

Serbia UK

0%

5%

10%

15%

20%

25%

30%

- 50 100 150 200 250 300

Ukraine

Digital ad spend per capita

Dig

ita

l ad

gro

wth

201

9 (Y

oY)

© IAB Europe

…reveals a tigher grouping of markets in 4 clusters

Belgium

Bulgaria

Croatia

Czech Republic

Denmark

Finland

France

Germany

Greece

Hungary

Ireland

Italy

Netherlands

Norway

Poland

Romania

Russia

Slovakia

Austria

Slovenia

Belarus

Spain

Sweden

Switzerland

Turkey

Serbia

UK

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

35%

- 50 100 150 200 250 300 350 400

Ukraine

Digital ad spend per capita

Dig

ita

l ad

gro

wth

201

9 (Y

oY)

European Average

SECTION TITLEFORMATS

© IAB Europe

Display overtook Search as largest format in 2018, increases lead

33.9% 34.1% 36.6%

47.3% 48.0% 47.1% 48.8% 49.2% 46.7% 46.7% 45.2% 45.9% 43.5% 43.3%

19.3% 18.3%18.9%

18.9% 20.7% 19.6% 18.5% 16.8%15.6% 16.4%

15.2% 13.2%11.6% 10.8%

46.8% 47.6% 44.5%

33.8% 31.3% 33.3% 32.7% 34.0%37.7% 36.9% 39.6% 40.9%

44.9% 45.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Digital Ad Spend Split by Format

Search Classifieds & Directories Display

© IAB Europe

Mobile ad spend overtakes desktop

57.2%51.1%

45.4%

42.8%48.9%

54.6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2017 2018 2019

Display: Desktop vs Mobile

Desktop Mobile

59.5%53.7%

49.7%

40.5%46.3%

50.3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2017 2018 2019

Search: Desktop vs Mobile

Desktop Mobile

© IAB Europe

21 markets record double-digit display growth

27.2%

23.4%22.8% 22.5%

21.2% 20.7%

19.0%18.4%

17.5% 17.4%16.3%

15.3% 15.1%14.1% 14.1% 14.0%

13.3%

11.5%10.8%

10.1% 10.0% 9.8%9.2% 9.0% 8.8%

8.1%

6.0%

4.6%

14.7%

0%

5%

10%

15%

20%

25%

30%

Irel

and

Fin

lan

d

Ser

bia

Ukr

ain

e

Ro

man

ia

Ru

ssia

Tu

rkey

Bu

lga

ria

Hu

nga

ry UK

Cro

atia

Sw

itze

rlan

d

Fran

ce

Gre

ece

Be

lgiu

m

Sp

ain

Net

her

lan

ds

Ital

y

No

rwa

y

Ger

ma

ny

Slo

ven

ia

Cze

ch R

epu

bli

c

Den

ma

rk

Sw

eden

Slo

vaki

a

Po

lan

d

Au

stri

a

Bel

aru

s

Eu

rop

ean

Ave

rage

Europe: Digital Display Ad Spend Growth 2019 (YoY)

© IAB Europe

Strong variation of growth across Europe as sector consolidation drives scale effects

71.2%

37.1% 36.8%

31.8%

22.2% 21.0%18.9% 17.6%

15.5%12.4% 10.6%

8.8% 8.8% 8.3% 7.5% 6.2% 6.0% 5.1% 4.0% 4.0% 3.3% 2.4% 2.4% 2.0% -0.1% -0.3% -3.6% -34.0%4.9%

-40%

-20%

0%

20%

40%

60%

80%

Ser

bia

Slo

vaki

a

Cro

atia

Bel

aru

s

Po

lan

d

Sp

ain

Ukr

ain

e

Hu

nga

ry

Ru

ssia

Ital

y

Tu

rkey

Bu

lgar

ia

Slo

ven

ia

Irel

and

Fran

ce

Bel

giu

m

Sw

itze

rla

nd

Ger

ma

ny

No

rwa

y

Au

stri

a

Fin

lan

d

Cze

ch R

epu

bli

c

Net

her

lan

ds

Gre

ece

Den

ma

rk

Sw

eden U

K

Ro

man

ia

Eu

rop

ean

Ave

rage

Europe: Digital Classifieds & Directories Ad Spend Growth 2019 (YoY)

© IAB Europe

CEE markets lead Paid-for-Search growth, markets below average largely range in the middle of the adspend per capita spectrum

36.4%35.1%

26.4%24.7%

23.0%

20.2% 19.6%18.0% 17.8% 17.4% 17.0%

15.0%14.1% 13.3% 12.5%

9.9% 9.4%8.3% 8.0% 7.9% 7.6% 7.5% 7.0% 6.6%

5.7%4.3% 4.0%

-15.9%

11.8%

-20%

-10%

0%

10%

20%

30%

40%

Bel

aru

s

Ukr

ain

e

Ser

bia

Cro

atia

Cze

ch R

epu

bli

c

Tu

rkey

Bu

lgar

ia

Ro

man

ia UK

Hu

nga

ry

Ru

ssia

Net

her

lan

ds

Sw

eden

No

rwa

y

Slo

vaki

a

Po

lan

d

Fin

lan

d

Den

ma

rk

Slo

ven

ia

Ger

ma

ny

Fran

ce

Gre

ece

Irel

and

Bel

giu

m

Ital

y

Sp

ain

Au

stri

a

Sw

itze

rla

nd

Eu

rop

ean

Ave

rage

Europe: Paid-for-Search Ad Spend Growth 2019 (YoY)

© IAB Europe

Video contribution to display growth increases

31.5%

13.4%

11.6%

43.5%

2018

Non-Video Display Video Classifieds & Directories Search

30.5%

15.4%

10.8%

43.3%

2019

Non-Video Display Video Classifieds & Directories Search

© IAB Europe

1/3 of display is video, growth steady vs 2018 (+30.8%)

13.3%

14.1%

16.2%

20.1%

21.2%

21.9%

22.4%

24.7%

24.9%

26.3%

27.3%

27.5%

27.8%

27.9%

28.0%

28.2%

29.8%

30.7%

31.1%

32.4%

32.9%

36.1%

39.5%

39.6%

45.6%

46.3%

47.5%

50.8%

33.5%

0% 10% 20% 30% 40% 50% 60%

Russia

Hungary

Spain

Norway

Denmark

Slovenia

Slovakia

Serbia

Finland

Austria

Greece

Switzerland

Turkey

Poland

Germany

Netherlands

France

Belgium

Belarus

Romania

Croatia

Czech Republic

Bulgaria

Sweden

Ireland

UK

Ukraine

Italy

European Average

Video Share of Display

3.4%

12.1%

13.3%

13.9%

15.4%

18.3%

21.3%

21.7%

25.1%

26.0%

27.8%

28.4%

28.7%

33.3%

34.0%

34.4%

34.7%

34.8%

35.1%

35.5%

36.8%

38.9%

39.9%

40.2%

42.9%

45.7%

54.4%

57.9%

29.0%

0% 10% 20% 30% 40% 50% 60% 70%

Poland

Spain

Slovakia

Austria

Sweden

Norway

Italy

Netherlands

Belgium

Romania

Denmark

Germany

France

Bulgaria

Turkey

UK

Hungary

Czech Republic

Slovenia

Switzerland

Belarus

Russia

Ukraine

Croatia

Ireland

Serbia

Greece

Finland

European Average

Video Growth YoY

© IAB Europe

Social gained ~4 ppt share annually over the last two years

47.5%

52.5%

2019

Social Other Display

43.4%

56.6%

2018

Social Other Display

39.3%

60.7%

2017

Social Other Display

Note: numbers restated vs 2018 study due to revised methods of measuring social from national IABs

© IAB Europe

Non-Social Display is 24.1% of the market

100.0%

45.9%

24.1%

43.3%

10.8%

21.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Search Classfieds & Directories Total Display Social Display Non-Social Display

Europe: Total Digital Ad Market Split (2019)

€15.6bn

© IAB Europe

Non-Social Display sees growth acceleration for 2nd year in a row…

2.5%

5.1%6.4%

38.3%

33.7%

25.6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

2017 2018 2019

Europe: YoY Growth 2019

Non-Social Display Social Display

© IAB Europe

…while video and mobile remain other display drivers

8.9%

34.8%

2.5%

38.3%

1.3%

41.1%

11.9%

30.9%

5.1%

33.7%

5.0%

34.2%

8.6%

29.0%

6.4%

25.6%

1.9%

28.1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Non-Video Display Video Display Non-Social Display Social Display Desktop Display Mobile Display

Europe: Digital Display Ad Growth 2019 (YoY)

2017 2018 2019

SECTION TITLE

CONTACTSDaniel Knapp – danfknapp@gmail.comHelen Mussard – mussard@iabeurope.euMarie-Clare Puffett – Puffett@iabeurope.eu