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IAB Europe's AdEx Benchmark is the definitive guide to the size and scale of European online advertising. Compiled by IHS Electronics and Media, AdEx Benchmark study collates advertising spend across twenty-six markets. It highlights the prominent position of online in the media landscape as a platform of choice for advertisers.
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IAB Europe AdEx Benchmark 2013
The online advertising landscape in Europe
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 recession20
04 Q
120
04 Q
220
04 Q
320
04 Q
420
05 Q
120
05 Q
220
05 Q
320
05 Q
420
06 Q
120
06 Q
220
06 Q
320
06 Q
420
07 Q
120
07 Q
220
07 Q
3 20
07 Q
420
08 Q
120
08 Q
220
08 Q
320
08 Q
420
09 Q
120
09 Q
220
09 Q
320
09 Q
420
10 Q
120
10 Q
220
10 Q
320
10 Q
420
11 Q
120
11 Q
220
11 Q
320
11 Q
420
12 Q
120
12 Q
220
12 Q
320
12 Q
420
13 Q
120
13 Q
220
13 Q
320
13 Q
420
14 Q
1
-8
-6
-4
-2
0
2
4
6GDP 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
2012 20130
5
10
15
20
25
30
35
€ 24.4€ 27.3
Total online advertising (€bn)
11.9% like-for-like
9
Online ad spend in Europe increased 4-fold since 2006
2006 2007 2008 2009 2010 2011 2012 20130
5
10
15
20
25
30
35
€ 6.6
€ 9.2
€ 14.5€ 15.8
€ 18.8
€ 21.9
€ 24.4
€ 27.3
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
WE CEE Total Europe
-10%
-5%
0%
5%
10%
15%
20%
25%
-7.8%
-2.5%
-6.7%
10.8%
21.2%
11.5%
-2.5%
1.8%
-1.7%
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
Cinema
Radio
OOH
Magazines
Newspapers
Online
TV
0 5 10 15 20 25 30 35
0.7
5.2
7.6
9.1
20.0
27.3
32.3
Ad spend by category in Europe in 2013 (€bn)
12
Over half of all European ad spend comes from three markets
Top 3 Top 5 Top 7 Top 100%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
57.3%
69.4%
77.9%
86.6%
56.9%
69.9%
78.2%
86.4%
Share of European online revenue by market
2012 2013
13
After a tough year, Spain hindered by economic crisis and Sweden increases in rank
UK Germany France Russia Italy Netherlands Sweden Spain Norway Denmark0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
6,38
3
4,25
3
3,34
3
1,45
4
1,50
3
1,19
9
859
911
618
589
7,38
1
4,67
6
3,49
4
1,84
3
1,70
3
1,31
2
955
901
709
628
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%
-5%
0%
5%
10%
15%
20%
25%
30%
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
%
Online ad growth like-for-like (yoy)
17
- 20 40 60 80 100 120
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
BulgariaCroatia
Czech Republic
DenmarkFinland
France
GermanyGreece
Hungary
Ireland
Italy
Netherlands
Norway
PolandRomania
Russia
Serbia
Slovenia
Spain
Austria
Belgium
Sweden
Switzerland
Turkey
UK
Slovakia
Onl
ine
ad m
arke
t gro
wth
Online ad spend per capita (€)
Bubble size: market value in €m
18
Uniform growth patterns in 2013
0 5 10 15 20 25 30
-20%
-10%
0%
10%
20%
30%
40%
50%
Online advertising growth year-on-year (%)
2012 2013
19
FORMATS
20
Acceleration in Display growth, Display and Search drove online ad spend in 2013
Display Classifieds & Directories Paid-for-search Total0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
9.1%
6.3%
15.5%
11.5%
14.9%
3.6%
13.0%11.9%
Year-on-year growth (%)
2012 2013
21
Search and Display grow their share at the expense of Classifieds & Directories
2006 2007 2008 2009 2010 2011 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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%
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
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
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
%
Display advertising growth year-on-year (%)
23
Online video is now a significant part of Display advertising
Slove
nia
Switz
erland UK
Italy
Netherlands
Russia
Poland
Ireland
Sweden
France
Turkey
Europe
Germany
Greece
Norway
Finland
Austria
Spain
Czech
Republic
Denmark
Romania
Hungary
Bulgaria0%
5%
10%
15%
20%
25%
30%
35%
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%
Video share of Display
24
Video ad spend mirrors total online ad spend ranking
UK
Germany
France Ita
ly
Netherlands
Russia
Sweden
PolandSp
ain
Turkey
Norway
Switz
erland
Finland
Austria
Czech
Republic
Denmark
Ireland
Greece
Slove
nia
Hungary
Romania0
50
100
150
200
250
300
350
400
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
Online video ad spend (€m)
25
Mobile now has a double-digit share of online display
UK
Norway
Ireland
Europe
Netherlands
Sweden
France
Spain
Finland
Hungary
Denmark
Austria
Germany
Slove
niaIta
lySe
rbia
Turkey
Czech
Republic
Croatia
Poland
Bulgaria
Romania0%
5%
10%
15%
20%
25%
30%
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%
Mobile display as a share of total Display
2012 2013
26
This is more evident…
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
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
%
Display year-on-year growth (%)
Display including mobile
27
…when we remove Mobile from Display
Turkey
Austria UK
Norway
Czech
Republic
Romania
Finland
Poland
Sweden
Serb
ia
Netherlands
Germany
France
Hungary
Denmark
Bulgaria
Slove
nia
Croatia
Spain
-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%
-20%
-10%
0%
10%
20%
30%
40%
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%
Classifieds & Directories year-on-year growth (%)
30
Continued growth in Paid-for-search shows the success of the format
-5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
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
%
Paid-for-search year-on-year growth (%)
31
Like in Display, Mobile is now a significant driver of Paid-for-search
Ireland Austria UK Europe Sweden Germany France Hungary Spain0%
5%
10%
15%
20%
25%
30%
25.3%
20.0%
16.8%
12.6% 12.4%
9.8%9.0%
4.5%
2.4%
Mobile search as a share of Paid-for-search (%)
You can download the full study here
Contact:Alison Fennah, IAB Europe – [email protected] Daniel Knapp, IHS – [email protected]
@IABEurope
IAB Europe
www.iabeurope.eu