2010.06 internet advertising spending in europe
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BRANDINGONLINE:THETIMEISNOW2‐3June2010
Ad Ex 2009 Internet advertising spending in
Europe
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Agenda
• Toplinefigures• Methodology• Keytrends
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Topline Figures
BRANDINGONLINE:THETIMEISNOW2‐3June2010
The Results
14.7 billion euros
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Key facts and figures
• €14.7bnmarketcomparedto€16.2bnintheUS
• Growing+4.5%like‐for‐like,aslow‐downfrom+20%in2008• Butstilloutperformingallothermediacategories
• Internetnowcontributes18%toallmediaadspend
BRANDINGONLINE:THETIMEISNOW2‐3June2010
13.06 14.70
0
2
4
6
8
10
12
14
16
2008 2009
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)
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Europe catches up with the US as the US market declined in 2009
13.06 14.70
16.83 16.26
0 2 4 6 8
10 12 14 16 18
2008 2009
Total online ad spend Europe vs. USA (€bn)
Europe USA
Source for USA data: IAB/PWC
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Methodology
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Our European coverage now includes 23 countries Four 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
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Comparing “apples to apples”
RATECARD
Campaigns x Ratecard
GROSS
Revenue Billed
NET
Revenue Billed No Agency commissions
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Key challenges to ensure comparability
• FairGrossvalue• Categoryrepresentation
• Display• Search• Classifieds&Directories• Other
• Exchangerateadjustmentsataconstantrate
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Key Trends
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Formats: Search strengthens lead with 46% share
30%
23%
46%
1%
2009 internet adspend by segment
Display Classifieds/Directories Paid Search Other
BRANDINGONLINE:THETIMEISNOW2‐3June2010
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.
0.3%
-1.4%
10.8%
4.5%
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
Display Classifieds Search Total
Growth of formats in 2009 (like-for-like)
BRANDINGONLINE:THETIMEISNOW2‐3June2010
4,366 3,420
6,733
182 0
1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
2009
Internet adspend in €m
Display Classifieds/Directories Search Other
Formats: Search nears €7bn
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Markets: The top 6 countries make up 76% of the total
€ 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
€ 0 € 500 € 1,000 € 1,500 € 2,000 € 2,500 € 3,000 € 3,500 € 4,000 € 4,500
Denmark
Norway
Sweden
Russia
Spain
Netherlands
Italy
France
Germany
UK
Online ad spend by country 2008 vs. 2009 (€m)
2009
2008
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Markets: contrasting trends among emerging markets
14% 13%
12%
7% 7% 6% 5%
5% 4% 3% 3% 2% 2% 2% 2% 1%
-3% -5%
-5%
0%
5%
10%
15%
20%
Gre
ece
Aus
tria
Pola
nd
Turk
ey
Spai
n
Hun
gary
Italy
Ger
man
y
Bel
gium
Finl
and
UK
Swed
en
Fran
ce
Den
mar
k
Net
herla
nds
Slov
enia
Nor
way
Cro
atia
Rom
ania
Total growth by country from 2008 to 2009 49%
BRANDINGONLINE:THETIMEISNOW2‐3June2010
-5% to 0%
0% to +5%
+5% to +10%
+10% and above Online adspend growth 2009
Markets: contrasting trends among emerging markets
BRANDINGONLINE:THETIMEISNOW2‐3June2010
-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
0% 5% 10% 15% 20% 25% 30% 35%
Year
-on-y
ear
gro
wth
2009
Online Market Share*
Austria Poland
Italy
Slovakia Romania
Croatia
Norway
Netherlands
Denmark
Slovenia
Spain Hungary
France
Finland
Belgium
Sweden
Greece
Turkey
Austria Poland
Italy
Slovakia Romania
Croatia
Norway
Netherlands
Denmark
Slovenia
Spain Hungary
France
Finland
Belgium
Sweden
Greece
Turkey
Austria Poland
Italy
Slovakia Romania
Croatia
Norway
Netherlands
Denmark
Slovenia
Spain Hungary
France
Finland
Belgium
Sweden
Greece
Turkey
Austria Poland
Italy
Slovakia Romania
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
BRANDINGONLINE:THETIMEISNOW2‐3June2010
Thank you
• FormoreinformationpleasecontactCatherineBorrel,research@iabeurope.eu
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