adex 2010 internet advertising spending in europe (5th edition)
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•Introduction and methodology •Top-line figures •Key trendsTRANSCRIPT
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Adex 2010
Internet advertising spending in
Europe (5th edition)
Key findings
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Adex 2010: key findings
Agenda
• Introduction and methodology
• Top-line figures
• Key trends
Speakers
• Catherine Borrel, IAB Europe
• Vincent Létang & Daniel Knapp, IHS Screen Digest
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Methodology
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Comparing “apples to apples”
RATECARD
Campaigns x
Ratecard
GROSS
Revenue Billed
NET
Revenue Billed
No Agency commissions
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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
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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
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Topline Figures
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• At constant country sample (25 countries of 2009 and 2010)
• At constant exchange rate
10
12
14
16
18
20
2009 2010
Total online advertising (€bn)
Overall growth: 15.3%
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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%
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Europe continues to chase the US
0
5
10
15
20
25
2009 2010
Total online advertising (€bn)
Europe US
Constant exchange rate: average 2010: 1 EUR = 1.3279 USD
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Display drivers
• New formats/platforms: video, social, mobile
• Innovation in targeting, audience measurement and banner formats
• General renaissance of branding campaigns and display media
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Key Trends
(segments, markets)
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Segments: display beats search growth in 2010…
21,3%
16,1%
7,4%
15,3%
-5%
0%
5%
10%
15%
20%
25%
Display Search Classifieds &directories
Grand total
2009 2010
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…but search remains the larger segment
€5,8bn
€8,0bn
€3,9bn
0
1
2
3
4
5
6
7
8
9
Display Search Classifieds & directories
2009 2010
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…however, display increased its share to 33%
30 33
46 45
23 21
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010
Segment market shares (%)
Display Search Classifieds/Directories Other
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Markets: The top 6 make 74% of total adspend
€ 435 € 521 € 565 € 687 € 814 € 1 004 € 1 007
€ 1 883
€ 3 630
€ 4 770
€ 0
€ 1 000
€ 2 000
€ 3 000
€ 4 000
€ 5 000
€ 6 000
Denmark Norway Sweden Russia Spain Italy Netherlands France Germany UK
Total online adspend in €m
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Comparing Markets (1): CEE is catching up
0%
5%
10%
15%
20%
25%
30%
35%
40%
Total online advertising growth 2009 – 2010 (%)
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Comparing Markets (2): Display surges in East & West
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Online display advertising growth 2009 – 2010 (%)
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Mobile display enters the mainstream
11,4%
3,5% 3,1% 2,8% 2,8%
0,7%
0%
2%
4%
6%
8%
10%
12%
Finland Italy Spain Norway UK Hungary
Mobile display adspend in proportion of total display (%)
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Market: Growth and maturity
*Calculated using WARC & IHS Screen Digest data
Austria
Belgium
Bulgaria
Croatia
Czech Republic
Denmark Finland
France
Germany
Greece
Hungary
Ireland
Italy
Netherlands
Norway
Poland
Romania
Russia
Spain
Slovakia
Slovenia
Sweden
Switzerland
Turkey
UK
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0% 5% 10% 15% 20% 25% 30% 35%
Ye
ar-
on
-yea
r g
row
th 2
00
9-2
010
Online advertising market share
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Panel discussion
• Vincent Létang, IHS Screen Digest
• Tim Elkington, IAB UK
• Andrey Sebrant, Yandex
• Björn Kaspring, OVK (IAB partner, Germany)
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Thank you
Questions?