together forever? online + traditional media adex 2010 internet advertising spending in europe (5 th...
Post on 21-Dec-2015
214 views
TRANSCRIPT
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Adex 2010Internet advertising spending in
Europe (5th edition)
Key findings
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Adex 2010: key findingsAgenda• Introduction and methodology• Top-line figures• Key trendsCompiled & presented by• Catherine Borrel, IAB Europe• Vincent Létang & Daniel Knapp, IHS Screen Digest
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Comparing “apples to apples”
RATECARD
Campaigns x Ratecard
GROSS
Revenue Billed
NET
Revenue Billed No Agency commissions
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Key challenges to ensure comparability
• Fair Gross value• Category representation
• Display• Search• Classifieds & Directories• Other
• Exchange rate adjustments at a constant rate• Introduction of mobile display and mobile search
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Our coverage now includes 25 countries
• Austria• Belgium• Bulgaria• Czech Republic• Croatia• Denmark• Finland• France• Germany• Greece• Hungary• Ireland
• Italy• Netherlands• Norway• Poland• Russia• Romania• Slovenia• Slovakia• Spain• Sweden• Switzerland• Turkey• UK
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
• At constant country sample (25 countries of 2009 and 2010)• At constant exchange rate
+15.3%
2009 201010
12
14
16
18
20
Total online advertising (€bn)
Overall growth: 15.3%
Source IAB Europe/IHS Screen Digest
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Key facts and figures
• A €17.7bn market• Internet advertising back to double-digit growth
– Re-accelerating to +15.3% in 2010– 2009: +4.5%, 2008: +20%
• Internet now contributes 18% to all-media adspend• Online Display showing the strongest growth: + 21.3%
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Europe continues to chase the US
2009 20100
5
10
15
20
25Total online advertising (€bn)
Europe USConstant exchange rate: average 2010: 1 EUR = 1.3279 USD
Source IAB Europe/IHS Screen Digest & IAB?PwC
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Display drivers
• New formats/platforms: video, social, mobile• Innovation in targeting, audience measurement and banner
formats• General renaissance of branding campaigns and display
media
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Segments: display beats search growth in 2010…
Display Search Classifieds & directories Grand total
-5%
0%
5%
10%
15%
20%
25%
21.3%
16.1%
7.4%
15.3%
2009 2010
Source IAB Europe/IHS Screen Digest
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
…but search remains the larger segment
Display Search Classifieds & directories0
1
2
3
4
5
6
7
8
9
€5,8bn
€8,0bn
€3,9bn
2009 2010
Source IAB Europe/IHS Screen Digest
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
…however, display increased its share to 33%
2009 20100%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
30 33
46 45
23 21
Segment market shares (%)
Display SearchClassifieds/Directories Other
Source IAB Europe/IHS Screen Digest
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Markets: The top 6 make 74% of total adspend
Denmark Norway Sweden Russia Spain Italy Netherlands France Germany UK€ 0
€ 1,000
€ 2,000
€ 3,000
€ 4,000
€ 5,000
€ 6,000
€ 435 € 521 € 565 € 687 € 814€ 1,004 € 1,007
€ 1,883
€ 3,630
€ 4,770
Total online adspend in €m
Source IAB Europe/IHS Screen Digest
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Comparing Markets (1): CEE is catching up
Russia
Turke
y
Roman
ia
Sloven
ia
Switzer
land
Greec
e
Bulgar
ia
Czech
Rep
ublic
Spain
Italy
Norway
Hunga
ry
Croat
ia
Finlan
d
Austri
a
Germ
any
Poland
Denm
ark
Nethe
rland
s
Irelan
d
Belgium UK
Sweden
Slovak
ia
Franc
e0%
5%
10%
15%
20%
25%
30%
35%
40%
Total online advertising growth 2009 – 2010 (%)
Source IAB Europe/IHS Screen Digest
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Comparing Markets (2): Display surges in East & West
Sloven
ia
Finlan
d
Switzer
land
Irelan
dUK
Roman
iaSpa
in
Russia
Croat
ia
Norway
Nethe
rland
s
Turke
y
Austri
a
Germ
any
Italy
Belgium
Bulgar
ia
Denm
ark
Slovak
ia
Czech
Rep
ublic
Franc
e
Hunga
ry
Sweden
Greec
e
Poland
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%Online display advertising growth 2009 – 2010 (%)
Source IAB Europe/IHS Screen Digest
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Mobile display enters the mainstream
Finland Italy Spain Norway UK Hungary0%
2%
4%
6%
8%
10%
12% 11.4%
3.5%3.1% 2.8% 2.8%
0.7%
Mobile display adspend in proportion of total display (%)
Source IAB Europe/IHS Screen Digest
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Market: Growth and maturity
*Calculated using WARC & IHS Screen Digest data
0% 5% 10% 15% 20% 25% 30% 35%0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
26296338281.5%
33212089789.9%
2354058774.9%
2057821150.7%
18634652392.6%
43547786530.5%24363500000.0%
188301900000.0%
362976135160.5%
8628228856.5%
9560208657.5%
10420000000.0%
100412494000.0%
100747500000.0%
52136986227.9%
36821865021.1%
1727854923.0%
68659245242.4%
81411158800.0%
4105326900.0%
2622069900.0%
56528822377.7%
32682715246.2%
27163985453.4%
477012725431.1%Ye
ar-
on
-ye
ar
gro
wth
20
09
-20
10
Online advertising market share
Source IAB Europe/IHS Screen Digest/WARC