ad ex 2009 internet advertising spending in europe
DESCRIPTION
Ad Ex 2009 Internet advertising spending in Europe. Agenda. Topline figures Methodology Key trends. Topline Figures. The Results. 14.7 billion euros. Key facts and figures. €14.7bn market compared to €16.2bn in the US Growing +4.5% like-for-like, a slow-down from +20% in 2008 - PowerPoint PPT PresentationTRANSCRIPT
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Ad Ex 2009Internet advertising spending in
Europe
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Agenda
• Topline figures• Methodology• Key trends
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Topline Figures
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
The Results
14.7 billion euros
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Key facts and figures
• €14.7bn market compared to €16.2bn in the US• Growing +4.5% like-for-like, a slow-down from +20% in 2008• But still outperforming all other media categories• Internet now contributes 18% to all media ad spend
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
2008 20090
2
4
6
8
10
12
14
16
13.0614.70
Internet adspend in €bn
A like-for-like growth rate of 4.5%• At constant country sample (19 countries of 2008)• At constant exchange rate
+4.5% (like-for-like)
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Europe catches up with the US as the US market declined in 2009
2008 200902468
1012141618
13.0614.70
16.83 16.26
Total online ad spend Europe vs. USA (€bn)
EuropeUSA
Source for USA data: IAB/PWC
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Methodology
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Our European coverage now includes 23 countriesFour new countries added in 2009
• Austria• Belgium• Bulgaria*• Croatia• Denmark• Finland• France• Germany• Greece• Hungary• Italy
• Netherlands• Norway• Poland• Russia*• Romania• Slovenia• Slovakia*• Spain• Sweden• Switzerland*• Turkey• UK
*New in 2009
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Comparing “apples to apples”
RATECARD
Campaigns x Ratecard
GROSS
Revenue Billed
NET
Revenue Billed No Agency commissions
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Key challenges to ensure comparability
• Fair Gross value• Category representation
• Display• Search• Classifieds & Directories• Other
• Exchange rate adjustments at a constant rate
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Key Trends
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Formats: Search strengthens lead with 46% share
30%
23%
46%
1%
2009 internet adspend by segment
DisplayClassifieds/DirectoriesPaid SearchOther
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Formats: Search drives growth during recession
Note: Like-for-like growth is calculated excluding the new submissions (Bulgaria, Slovakia, Switzerland and Russia) for which no data was available in 2008.
Display Classifieds Search Total
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
0.3%
-1.4%
10.8%
4.5%
Growth of formats in 2009 (like-for-like)
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
20090
1,0002,0003,0004,0005,0006,0007,0008,000
4,3663,420
6,733
182
Internet adspend in €m
Display Classifieds/DirectoriesSearch Other
Formats: Search nears €7bn
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Markets: The top 6 countries make up 76% of the total
Denmark
Norway
Sweden
Russia
Spain
Netherlands
Italy
France
Germany
UK
€ 0 € 500 € 1,000 € 1,500 € 2,000 € 2,500 € 3,000 € 3,500 € 4,000 € 4,500
€ 374
€ 390
€ 455
€ 635
€ 800
€ 798
€ 1,731
€ 2,939
€ 3,834
€ 384
€ 401
€ 467
€ 514
€ 683
€ 815
€ 849
€ 1,760
€ 3,092
€ 4,011
Online ad spend by country 2008 vs. 2009 (€m)
20092008
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Markets: contrasting trends among emerging markets
Gre
ece
Aust
ria
Pola
nd
Turk
ey
Spai
n
Hung
ary
Italy
Ger
man
y
Belg
ium
Finl
and
UK
Swed
en
Fran
ce
Denm
ark
Neth
erla
nds
Slov
enia
Norw
ay
Croa
tia
Rom
ania
-5%
0%
5%
10%
15%
20%49%
14%13%
12%
7% 7% 6%5%
5% 4%3% 3% 2% 2% 2% 2% 1%
-3%
-5%
Total growth by country from 2008 to 200949%
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
-5% to 0%
0% to +5%
+5% to +10%
+10% and aboveOnline adspend growth 2009
Markets: contrasting trends among emerging markets
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Online Market Share*
Year
-on-
year
gro
wth
2009
AustriaPoland
Italy
SlovakiaRomania
Croatia
Norway
Netherlands
Denmark
Slovenia
Spain Hungary
France
Finland
Belgium
Sweden
Greece
Turkey
AustriaPoland
Italy
SlovakiaRomania
Croatia
Norway
Netherlands
Denmark
Slovenia
Spain Hungary
France
Finland
Belgium
Sweden
Greece
Turkey
AustriaPoland
Italy
SlovakiaRomania
Croatia
Norway
Netherlands
Denmark
Slovenia
Spain Hungary
France
Finland
Belgium
Sweden
Greece
Turkey
AustriaPoland
Italy
SlovakiaRomania
Croatia
Norway
Netherlands
Denmark
Slovenia
Spain Hungary
France
Finland
Belgium
Sweden
Greece
Turkey
Germany
UK
48%
Market: Growth and maturity
*Calculated using Screen Digest Advertising Intelligence data which incorporates TV, print, radio, outdoor and cinema advertising
BRANDING ONLINE: THE TIME IS NOW2-3 June 2010
Thank you
• For more information please contact Catherine Borrel, [email protected]