interactiv advertisin bureau IAB report on Online Ad Spend The Netherlands 2013

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1 interactiv advertisin bureau IAB report on Online Ad Spend The Netherlands 2013 March 2014

2 Introduction and summary IAB report on Online Ad Spend The Netherlands

3 Introduction Since 2010, IAB and Deloitte are publishing the online advertising spend report for The Netherlands every half year. In the previous years, the study has received positive feedback from the online community and the current edition which covers 2013 FY has great participation from key industry players. Joris van Heukelom IAB Chairman Roel van Rijsewijk Deloitte Deloitte Digital This years edition is based on data supplied by 46 companies, which allows us to gain extensive insight in the market. Deloitte also conducted validation discussions on the preliminary results with different parties including publishers, advertisers and media planners. Due to improvements in the survey and better internal reporting by survey respondents, we have made adjustments in the previous figures for industry revenue splits and sales channels. Increased knowledge in Programmatic trading enabled us to better estimates regarding not participating industry players. The year 2013 shows the strength of digital as a marketing instrument and marks a turning point concerning mobile media. A deeper analysis of the figures shows that the local digital media-players are rapidly loosing their competitive ground while almost all the growth in digital last year is coming for international entities. This should be a wake up call for the local players to perform better. "2013 was a year of uncertainty, the stagnation shown in the results of last half year of 2012 continued at the start of The big question was if this negative trend would continue. However, last half year of 2013 showed an upward trend, resulting in an overall growth in 2013 compared to was also the year that the numbers on video and mobile advertising finally represented the buzz in the advertising market. Expectations are that growth of these formats will continue in Partly due to the improvement in economic conditions online advertising is expected to provide further growth in Also we expect budgets on branding to continue to shift from TV to online advertising, so we expect 2014 to be a year of growth." IAB report on Online Ad Spend The Netherlands

4 Our methodology Collection Estimation Conversation Validation Publication Deloitte collects data covering the majority of the market Missing participants data estimated based on previous figures, desk research, expert opinions, industry databases and mathematical modeling Initial findings verified with industry experts, media buyers, and selected publishers Final findings cross-referenced and validated with respondents Final findings presented to the IAB and industry participants Survey methodology Our current survey is based on 46 participating companies Figures are adjusted for double counting, based on information provided by the survey participants The figures are drawn up on the basis of company declarations and have not been verified by Deloitte For affiliate marketing, our estimates are based on survey respondents as well as estimates provided by other external sources including Affliateblog.nl IAB report on Online Ad Spend The Netherlands

5 Executive summary Internet is the largest advertising market and due to dominant international players in the search and display market, Digital continues to grow and outperform other media types The end of the economic recession and positive consumer outlook in 2014 translate into better growth expectations compared to last year Due to improved macro economic developments in the second half year display advertising performs well, resulting in a H2/H2 growth of +8.5%. Full year online growth is impressive with +8.4%, mainly driven by search +14.3% and display +6.8%. Programmatic trading is one of the biggest shifts in the digital space emerging next to the traditional way of manual trading. In meur of display revenue is traded programmatic in with a growth of +35,5% in respect to After the dip in video advertising in 2012 due to price pressure, industry parties are adjusting video strategies and increases its share to 14%. Interruptive formats continues to grow year after year and currently has a 16% share in display revenue Mobile is growing fast and the relative small share of last year is expanding to a respectable 9% share of display revenue in 2013 IAB report on Online Ad Spend The Netherlands

6 Background IAB report on Online Ad Spend The Netherlands

7 Dutch economy The economic outlook for the Netherlands shows that 2013 was a challenging year. For 2014 the end of the economic recession is expected, having a positive impact on advertising spend. Comments GDP is expected to grow with positive number after 2013, with +1,1% in 2014 and +1,6% in 2015 Given the close relationship between GDP and the advertising market we expect the outlook to improve. GDP ( b) Dutch GDP projections % 1% 0% Year on Year growth(%) 525-1% E 2014F 2015F -2% GDP GDP Growth rate YoY Total advertising growth rate YoY Note: Real GDP based on constant prices Source: IMF, Zenith Optimedia, SPOT, STIR, RAB, GroupM, Company annual reports, Deloitte analysis IAB report on Online Ad Spend The Netherlands

8 Total Advertising Market The total advertising market is estimated to grow +2.7% in Online is the most important channel realizing this growth. Net Advertising Market % -1.2% +0.8% +2.7% CAGR * Growth 2013 Growth forecast Out-of-home Out-of-home Magazine Radio Magazine News paper Radio News paper TV TV +1% -6% -2% -9% -1% +1% -6% +2% -8% -3% +1% -3% +1% -6% +3% 1000 Online Online +10.2% +8.4% +6.8% F *Compound annual growth rate. Note: The Internet figures we report are net/net figures, meaning that the figures are reported after agency discount that in some cases may apply. Source: Nielsen, SPOT, VINEX, RAB, Group M, Company annual reports, Deloitte analysis. IAB report on Online Ad Spend The Netherlands

9 2013 Results IAB report on Online Ad Spend The Netherlands

10 Online advertising market Display and search ad spend has grown with +6.8% and +14.3% respectively; the advertising market for classifieds, directories and listings has decreased slightly with -2.1% Growth , , , % +6.8% % +12% +8% +8.4% Search Display* Classifieds, directories and listings *Display advertising revenue includes Google and Facebook estimates Note: Classifieds, directories & listings estimated based on a limited number of data points; Adjustment in 2012 data due to revised definition of the search category Source: Survey respondents, Annual reports, Media agency feedback, Deloitte analysis IAB report on Online Ad Spend The Netherlands

11 Display IAB report on Online Ad Spend The Netherlands

12 Display advertising Total display advertising spend has increased with +33m in 2013 due to good performance of the second half of 2013 Display advertising revenue ( m) H % +8.5% H "The growth in the display advertising market was led by the strong performance of international players. As inventory of display advertising continues to grow, Dutch publishers need to find better ways to enrich the ad impressions to increase their CPM rates" Gagandeep Sethi Senior Manager Strategy Deloitte Consulting H % H Display revenue from Dutch publishers excl. Google and Facebook Display revenue of Google and Facebook* *Estimated display revenue of Google and Facebook Note: Note: Adjustment in 2012 data due to revised respondent data Source: Survey respondents, Annual reports, Media agency feedback, Deloitte analysis IAB report on Online Ad Spend The Netherlands

13 Details display advertising Display formats video and interruptive grow in share of total display revenue; the share of Textlinks has decreased in 2013 This year we also asked the survey respondents on the YoY price development*. Price of Video inventory increased between 5%-10%, Interruptive and Embedded inventory did not show a significant price difference in respect to Display advertising revenue per format (m ) 12% 14% 11% 16% 10% 7% Video (+2%) Interruptive (+5%) Textlinks (-3%) In 2013 at GroupM, we have seen a real breakthrough in Online Video in addition to regular TV campaigns. The fragmention of TV watching behavior ( growth of niche channels, Netflix, delay TV) has put pressure on television reach more and more. To compensate these decreasing reach figures, it is becoming more relevant to use Online Video. As a result, the Online Video strategies are more branding focused. The availability of pre- and midrolls on different platforms (tablet, mobile) and permitting larger spotlength (a.o. STER) has enabled the advertisers to make this shift. As a result, more (relevant) inventory is available and a significant growth in budgets has been shown. Gijs van Beek GroupM Head of Digital Trading 57% 53% Embedded (-4%) 10% 10% Other (0%) *Price development is calculated by weighting responses with company revenue. Note: Adjustment in 2012 data due to revised definition of the display category including Google related display revenue Survey respondents, Annual reports, Media agency feedback, Deloitte analysis IAB report on Online Ad Spend The Netherlands

14 Display formats: video & interruptive The advertising spend on interruptive formats continues to increase in share of display revenue. Video is regaining share after loss in 2012; the figure excludes Google and Facebook. Video and Interruptive formats share of display revenue 20% 15% Display, interruptive 10% Display, video 5% 0% Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

15 Display spend seasonality Display advertising spend in November and December increased in respect to last year; the figure excludes Google and Facebook. Display advertising revenue per month % Display advertising revenue (m ) % 0% -5% MoM% 0 Jan Feb Mar Apr May Jun Jul Aug Oct Sep Nov Dec MoM% -10% *MoM% is the Month-over-Month growth Note: Adjustment in 2012 data due to revised respondent data Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

16 Display advertising and company size Small tech companies thrive well in current economic environment and show good results compared to the large traditional publishers Average display advertising growth per company size -1% +8% +3% m m 10 + m (excl. Google/ Facebook) Company display revenue in 2013 Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

17 Display industry Travel and hardware have lost relative share in advertising spend, whilst consumer goods and ICT have shown most growth Industries by revenue share Industry growth in revenue share Industry loss in revenue share 18% 16% 14% 12% 4% 7% 7% 5% 7% 9% 6% 8% 3% 5% 3% 3% 3% 2% 2% 2% 6% 5% 7% 5% 9% 7% Consumer goods ICT Automotive Retail Free time Telecom Energy Public Services sector Personal care Fashion Financial services Hardware Travel & electronics Note: Excluding classifieds, directories & listings, search and industry category other. Adjustment in 2012 data due to revised respondent data Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

18 Display payment model CPM has increased its share as dominant payment model for display advertising in favor of Fixed and Non-CPM payment models Display advertising revenue per payment model % 51% 51% 57% CPM "CPM shows significant growth at cost of the more performance oriented models as CPS, CPC and CPL, which is mainly due to the increase in programmatic trading. However, it needs to be noted that deals can still be based on performance targets, but that the final cost calculation is based on CPM rates, influencing the results of this study." Roel van Rijsewijk Deloitte Deloitte Digital Breakdown Non-CPM % 37% 34% 29% Non-CPM* 17% (-3%) 9% (-1%) 20% 2% (-1%) 1% (0%) 12% 15% 14% Fixed CPS CPC CPL Other 0% Note: Adjustment in 2012 data due to revised respondent data Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

19 Sales channels In 2013 direct sales between advertisers and publishers has increased Advertising revenue per sales channel "In 2013 we have seen the first direct exchange deals between publishers and advertisers emerge. We expect this trend to accelerate in 2014, with more advertisers setting up owned DSP's. Media agencies' trading desks should deliver clear and measurable added value, or risk being dis-intermediated. Internet business models often cut out the middle man..." Jeroen Verkoost De Persgroep Chief digital officer 68% 61% 32% 39% Direct Sales Intermediate Sales* *Intermediate is sales through: Media agencies, ad network/ ad exchange, agency trading desks, sales house and independent trading desk Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

20 Display media Mobile has finally shown the anticipated growth in advertising spend into a significant 9% share of display advertising in % 3% 6% 3% 4% 9% Mobile display advertising takes a big jump in 2013, tripling the ad spend 2012! The biggest growth we see at the end of the year, making it likely the growth will be even bigger in For advertisers it will be crucial to adopt, execute and improve mobile campaigns, to interact with the still growing number of mobile consumers. Media type 2011 Media type 2012 Media type 2013 Michiel Ebeling Managing Partner Mobgen 88% 91% 87% Website/browser Mobile* *Mobile consist of Mobile website and In-App advertising Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

21 Mobile IAB report on Online Ad Spend The Netherlands

22 Mobile display advertising Mobile ad spend, combined of mobile website & in-app advertising, has reached more than 10% share of display at the end of 2013 Mobile website and In-App advertising share of display revenue (%) 6% 5% 4% In-app Mobile website "In this study we specifically focus on ad spend, meaning that mobile advertising is considered mobile when the advertiser explicitly targets it as a mobile campaign and advertisements are served on mobile websites or in-app. However, expectations are that big publishers will transform their website to responsive sites in 2014, and targeting is not based on the browser type anymore, blurring the line between mobile and online." Roel van Rijsewijk Deloitte Deloitte Digital 3% 2% 1% "Last year advertisers embraced mobile advertising. Consumers embraced mobile devices long before, yet 2013 is the year more and more advertisers found the role for mobile advertising in their digital strategy will surely be the year of mobile, as it becomes more clear to everyone that mobile will not only play a role in digital strategies, it will play a central role in any digital strategy." Diederick Ubels Mobile Professionals Co-Founder & General Manager 0% Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

23 Mobile display revenue per device Tablet gains share in mobile website advertising spend. Smartphone is the most popular format for In-App advertising. Most of Mobile ad spend has been targeted to Smartphone devices Mobile display revenue per device type (%) 69% 2013 Device 31% "Tablets and the context they are used in are very close to desktops, to a certain degree tablets take over the role of desktops. Some would argue advertising on tablets and desktops is similar, and to a large extent they are right. Tablets have, however, their specific opportunities and challenges. The touch screen, the in-app measurement techniques, the absence of flash and variety of screen sizes and resolutions make it a complex device for advertising. The touch screen, GPS, and varierity of apps on the other hand provide with a huge potential for great Rich Media formats and high impact advertising." Diederick Ubels Mobile Professionals Co-Founder & General Manager Tablet Smartphone Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

24 Programmatic Trading IAB report on Online Ad Spend The Netherlands

25 Programmatic trading Sales of display advertising through programmatic trading has grown rapidly in 2013 with +35.5% Display advertising revenue by programmatic trading (m ) +35.5% 103 Programmatic Premium is a promising opportunity for advertisers and media companies made possible by technological innovation to reap the benefits of specific high value impressions (for example audience-specific targeting), combined with the workflow efficiencies of automation." 76 H2 42 H % +23.5% H2 61 H1 42 Remy van der Werf Sanoma Netherlands Senior Business Analyst Marktplaats Zakelijk recognizes the growth of programmatic share in advertising revenue. It offers Marktplaats Zakelijk the opportunity to focus even more on tailored communication-solutions that are directly integrated to the demand of our clients Joep Hutschemakers Marktplaats media Head of ecommerce & Media Note: Adjustment in 2012 data due to extended research Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

26 Programmatic trading Programmatic trading has grown from 15% to a 35% revenue share of total display spend in the last 2 years; the figure excludes Google and Facebook Display advertising spend split into Manual and Programmatic trade 40 40% 30 30% Display advertising spend (m ) % 10% Share programmatic 0 0% Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan Programmatic Manual Share Programmatic Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

27 Programmatic trading RTB* is the most common programmatic trading method in the Netherlands Programmatic display revenue per pricing strategy % "Real-time Bidding (RTB) is growing and still remains to be the most dominant method to buy and sell media programmatically. We have seen the adoption of automation software among publishers, media agencies and advertisers increase rapidly in recent years. With Private Auctions (PMPs) on the rise there are even more advantages to RTB, as opposed to using 3rd party tags with upfront or static pricing. These typically require more manual work and are harder to optimize. " 27% 77% Tim Geenen Improve Digital VP Demand & Partnerships % Non RTB RTB *RTB: Real time bidding (auction model) Note: Non-RTB are all pre-negotiated impressions through programmatic channels; for more details, see IAB Programmatic Trading study Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

28 Classifieds IAB report on Online Ad Spend The Netherlands

29 Classifieds Classifieds, directories & listings revenue has declined with -2,1% in 2013 Classifieds advertising revenue ( m) 69 H H2 87 H H % Note: Classifieds, directories & listings estimated based on a limited number of data points Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

30 Classifieds industry Automotive and retail have the highest share in advertising spend for in classifieds, directories & listings Top 5 Industries share of revenue classifieds 2013 Automotive 21% Retail 17% Travel 17% Hardware & Electronics 14% ICT Services 8% Note: Classifieds, directories & listings estimated based on a limited number of data points Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

31 Affiliate IAB report on Online Ad Spend The Netherlands

32 Affiliate market The affiliate market has been struggling to keep up in second half of 2013 and has shown negative growth over the full year Spend on affiliate marketing ( m) 131-3,1% 127 "First half of the year the affiliate market experienced heavy pressure by several factors (cookie law, duplication, lack of advertiser entrants, heavy competition). At the end of the year the decrease of switchers of health insurances resulted in a negative year for the affiliate business in the Netherlands. However, we believe that 2014 will be positive again, the first few months have shown good figures. " H2 69-4,3% H2 66 H2 Jochem Vroom Imbull & Flipit.com Co-founder & Managing Director Affiliateblog.nl Owner H1 62-1,6% H1 61 H Source: Survey respondents, Deloitte analysis, Jochem Vroom (Affiliateblog.nl & Imbull.com), Annual reports IAB report on Online Ad Spend The Netherlands

33 Affiliate market seasonality In the affiliate market only the month January 2013 has shown better performance in respect to 2012 Spend on affiliate marketing per month (m ) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

34 Affiliate publisher model Topic publisher and ad networks is most used as publisher model in affiliate marketing Affiliate revenue by publisher model Cashback and loyalty Mobile Apps 5% Search (SEO/ SEA) Social Media 2% 1% 4% "The affiliate market continues to work with a wide variety of publishing models. Last year we have especially noticed the importance of topic publishers. We have also seen the traditional topic publishers joining the affiliate marketing space, in essence changing from solely being paid based on CPM to performance based CPS and/or CPL, and the professional steps a lot of smaller topic publishers are taking." Coupon codes 9% 32% Topic publishers Jessica Haagmans Affilinet Managing director 10% % 27% Comparison sites Ad networks Note: Division of revenue by publisher model based on data from an estimated 70% of the total market Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

35 Outlook IAB report on Online Ad Spend The Netherlands

36 Revenue growth expectations Respondents predict a +8,4% market growth and +9,4% company growth in 2014 Number of respondents (n=24) ,4%* % -5% 0% 5% 10% 15% 20% 25% Expected market growth Number of respondents (n=23) ,4%* % 5% 10% 15% 20% 25% 30% >35% Expected company growth * Growth expectation calculated by weighting responses with company revenue Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

37 Growth expectations 2014 Respondents predict that interruptive formats continue to grow and CPM increases to become the default payment model Format growth expectation* Payment model Display, video 12% Online classifieds 2% Number of respondents CPM 15 Display, embedded formats 38% Display, interruptive formats 48% Expect growth (n=21) Expect decline (n=17) 1 CPM CPC 4 3 CPC Fixed 0 5 Fixed CPL 1 3 CPL CPS 1 2 CPS Other 0 2 Other CPA 0 1 CPA * Growth expectation calculated by weighting responses with company revenue Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

38 Display and classified revenue forecast Display and classifieds, directories & listings are expected to grow by +1,8% and +1.0% respectively resulting in a relatively positive 2014 for most Dutch publishers Display* revenue forecast ( ) Classifieds revenue forecast ( ) % % 193 H2 174 H2 177 H2 87 H2 90 H1 165 H1 168 H1 104 H F F H1 H2 H1 H2 Note: Forecast excludes Facebook and Google Source: Survey respondents, Deloitte analysis IAB report on Online Ad Spend The Netherlands

39 List of participants 161Media* AD2ONE* Addurance Adfactor AdLantic Online Advertising Affilinet Nederland Bannerconnect** Be Viacom* Cadreon** Daisycon Exponential FD Mediagroep Funda Real Estate HDC Media IDG Nederland* Improve Digital** Mark & mini** Marktplaats Media MediaScience Microsoft Mobile Professionals Nakko B.V. NDC Mediagroep NRC Media Performics** Persgroep Advertising Red Chocolate* RTL Nederland Sanoma Media The Netherlands SBS Broadcasting Semilo Smartclip Benelux Spil Games Ster Telegraaf Media Groep The Online Company Tibaco Internet Media ToTwenty B.V. Tradedoubler* Traffic4u** Tweakers.net Videostrip VivaKi** WebAds Interactive Advertising* YD World ZANOX *H data only ** Programmatic data only IAB report on Online Ad Spend The Netherlands

40 Definitions Categories Display - Embedded formats (banners, buttons, skyscrapers etc) - Interruptive formats (rich media, over the page, page take-over etc) - Tekstlinks (incl. AdSense) - Video (pre-/mid-/ postroll) - Other uncategorized display advertising Online classifieds, directories & listings - B2B - B2C - C2C Payment models Fixed Fee: Payment model based on a fixed fee CPM: Cost per Mille = Payment model where the advertiser pays per thousand views CPC: Cost per Click = Payment model based on the number of clicks on an advertisement CPL: Cost per Lead = Payment model that is based on the number of leads generated. A lead is an online conversion where the consumer shares its contact details and indicates to be interested CPS: Cost per Sale = Payment model based on the number of sales generated Programmatic RTB - Open Auction - Private auction Non-RTB - Reserved Fixed Rate - Unreserved Fixed Rate IAB report on Online Ad Spend The Netherlands

41 Methodology Online advertising market 46 companies reported their data based on the questionnaire The figures are drawn up on the basis of site declaration and have not been verified Wherever needed we have used tools such as regression analysis to make estimations regarding issues like total advertising spend Based on the information provided by survey participants, figures have been adjusted for double counting Search, Display and classifieds market Due to limited availability of company data we had to estimate the market size for search and classifieds based on market data Display market size of Google and Facebook are based on media agencies and programmatic inventory buyers feedback Google regulations forbid commenting on our search market estimates The classified market is based on public available market estimates. Due to limited data points, current classified market size could not be verified IAB report on Online Ad Spend The Netherlands

42 Contact details For questions concerning this research feel free to contact: Roel van Rijsewijk Deloitte Deloitte Digital Tel: +31 (0) Roel van Rijsewijk is a Partner with the Risk Services practice from Deloitte with more than 10 years of experience in risk consulting for companies in the Technology, Media & Telecommunications (TMT) industry. Roel leads one of Deloitte s main innovation projects on ethics and trust in a digital world Nathalie la Verge IAB Nederland Tel: +31 (0) Dutch IAB research includes the IAB / Deloitte Ad Spend Study, all IAB commissioned research and assisting IAB members with their research projects. Also responsible for shaping the IAB knowledge base so that it meets members' needs moving forward Jorrit Sloot Deloitte Deloitte Risk Services Tel: +31 (0) Jorrit Sloot is a data analyst within the Deloitte Risk Services practice and specialized in datamodelling and mathematical, quantitative data analyses. IAB report on Online Ad Spend The Netherlands

43 Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte has in the region of 200,000 professionals, all committed to becoming the standard of excellence. This communication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively, the Deloitte Network ) is, by means of this publication, rendering professional advice or services. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this communication Deloitte The Netherlands Designed and produced by Communications at Deloitte, Rotterdam.

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