IAB report on Online Ad Spend. The Netherlands H1 2014

Transcription

1 IAB report on Online Ad Spend The Netherlands H September 2014

2 Introduction Since 2010, IAB and Deloitte are publishing the Online Ad Spend Report for the Netherlands. The contents of this report is driven by data and information gathered directly from the online community, including publishers, advertisers and media planners. Due to a great number of participating key industry players we are able to gain extensive insight in the market and offer the most accurate online advertising market figures. Starting this edition, we will present our report in a new format on a quarterly basis. This way, data is up to date and aligns better with the industry requirements by providing relevant market information on a similar frequency with business reporting periods. Data will be presented in a new way and reflects key numbers. The quarterly reports of Q1, Q2 and Q3, will be followed by a full year report, that is still presented in the full format as started since Roel van Rijsewijk Deloitte Digital 1

3 Methodology Collection Estimation Conversation Validation Deloitte collects data covering the majority of the market Missing participants data is estimated based on previous figures, desk research, expert opinions, industry databases, extrapolation and modeling Initial findings are verified with industry experts, media buyers and selected publishers Findings are cross-referenced and validated with respondents Survey methodology Our current survey is based on 31 participating companies listed in the end of this report Figures are adjusted for double counting, based on information provided by the survey participants The figures are drawn up on the basis of company input and have not been verified by Deloitte Only aggregated results are published, individual company information is held in strict confidence with Deloitte Publication Final findings are presented to the IAB and industry participants 2

4 Executive summary Total online advertising market has shown excellent performance this year with a growth of 14% and 701m revenue in H Search advertising has grown with +13% to 293m and is the biggest category in online advertising this half year. Display is this years winner with an impressive growth of +16% to 292m revenue which adds up to a market share of 42%, on par with search Classifieds shows double digit growth of +11%, performing little behind display and search, with a total revenue of 116m for the first half of this year and a 16% market share Embedded IAB formats is traded most frequently through Programmatic platforms with 62% of the revenue, this is double than the 31% share Programmatic over all display revenue Video is the fastest growing format with +46% totaling 41 m in revenue in the first half of 2014 Mobile is the best performing medium with +72% growth in revenue compared to last years first half. As of Q2 mobile has reached a 14% market share in display advertising CPM continues to grow as of payment model. In the Q2 63% of the display spend was negotiated on a CPM basis Affiliate networks profit from the improved online market, the 69 m revenue of this first half, translates into a respectable growth of +13% showing positive numbers again after the market stagnation last year 3

5 Online advertising market in the Netherlands Net/Net Advertising market (m ) +14% Revenue Growth 2013 H % Total +8% +14% Classifieds -2% +11% % 292 Display +7% +16% % 293 Search +14% +13% H H Note: The Internet figures we report are after agency discount that in some cases may apply; Search number are estimated based on annual reports, media buyers and media agencies feedback; Classifieds, directories & listings are based on a limited number of data points; Source: Survey respondents, Media buyers, Annual reports, Deloitte analysis 4

6 Display format Display revenue, H revenue growth per format Other (+21%) Q1: 14m Q2: 15m Text links (-3%) Q1: 16m Q2: 12m H1 255m H1 292m Video (+46%) Q1: 19m Q2: 22m Embedded (+17%) Q1: 70m Q2: 77m Interruptive (-2%) Q1: 22m Q2: 26m Note: Formats include estimates of non participating companies; Growth rate and or additions may not equal presented numbers due to rounding Source: Survey respondents, Deloitte analysis 5

7 Market share of Display % Medium Share of display advertising revenue per medium % 90% 85% 80% Web browser Revenue Growth H % 15% Mobile +72% 10% 5% 0% 0% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q Note: Share of each medium is based on repondents data only; Mobile advertising is specified spend by advertisers on mobile website or in-app ads Source: Survey respondents, Deloitte analysis 6

8 Share of Mobile display market % Mobile display advertising Mobile website and In-App advertising share in the mobile display revenue (%) 75% Mobile website 50% In-app 25% H1 H2 Q1 Q Source: Survey respondents, Deloitte analysis 7

9 69% Manual Programmatic trading Share programmatic on display revenue H Embedded (IAB formats) 62% Text links 11% 11% 7% 0% 28% Interruptive Embedded (Non-IAB formats) Video Other 2014 H1 Display revenue Note: Embedded is split into IAB and non-iab formats, with 38% and 12% market share of display revenue respectively; share Programmatic is based on repondents data only; share Programmatic = Programmatic ad spend / Total ad spend; Source: Survey respondents, Deloitte analysis 8

10 Market share of Display % Display format and Programmatic Programmatic landscape for display formats H % Display format Trend based on Q1 Q2 revenue growth Embedded (IAB format) 25% Interruptive Video Embedded (Non-IAB format) Text links 0% 0% 25% 50% 75% Share Programmatic % Note: Display format Other is omitted due to 0% share Programmatic Source: Survey respondents, Deloitte analysis 9

11 Payment model Share of display advertising revenue per payment model % 2013 Q Q % 59% 63% 29% 24% 20% 14% 16% 17% CPM CPX Fixed Fee 17% 12% 10% 12% 9% 9% 2% 1% 1% CPS CPC CPL Note: Amounts may not equal 100% due to rounding and omission of other category Source: Survey respondents, Deloitte analysis 10

12 Affiliate marketing Spend on affiliate marketing ( m) FY 127 Q4 38 H2 66 Q % H1 61 Q2 29 Q % +12% Q2 33 Q1 36 H Source: Survey respondents, Annual Reports, Deloitte analysis 11

13 Online advertising market in the Netherlands Forecast 2014 Net/Net Advertising market (m ) % -2% +7% % +10% +13% Classifieds Display % % 598 Search F Note: Forecast for Display and Classifieds is calculated using regression on the monthly Y/Y Growth Rate; Forecast for Search is calculated using regression on the 6 monthly Y/Y Growth Rate; Growth rate and or additions may not equal presented numbers due to rounding; Source: Survey respondents, Agency Feedback, Annual reports, Deloitte analysis 12

14 Online advertising market in the Netherlands Forecast 2014 per quarter Net/Net Advertising market (m ) H H2 2014F Search H1 293 H Display Q1 140 Q2 152 Q3 130 Q H1 292 H2 295 Classifieds Q1 60 Q2 55 Q3 45 Q H1 116 H2 95 Online category Y/Y Growth Rate Q Q H Q3 2014F Q4 2014F H2 2014F Search +13% +7% Display +14% +18% +16% +12% +9% +10% Classifieds +13% +10% +11% +10% +9% +9% Total online +14% +9% Note: Growth rate and or additions may not equal presented numbers due to rounding; Source: Survey respondents, Agency Feedback, Annual reports, Deloitte analysis 13

15 Participating companies AD2ONE Addurance Adfactor AdLantic Affilinet Nederland BrandDeli Daisycon FD Mediagroep Funda Real Estate Mannenmedia Marktplaats Media MediaScience Microsoft Mobile Professionals Nakkomedia Persgroep Advertising RTL Nederland Sanoma SBS Broadcasting Semilo Smartclip Benelux Spil Games Ster Telegraaf Media Groep The Online Company Tibaco Internet Media ToTwenty Tweakers.net Vergelijk.nl Widespace Zanox 14

16 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 generated sales 15

17 Contact 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) nathalie@iab.nl 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) jsloot@deloitte.nl Jorrit Sloot is a Consultant within the Deloitte Risk Services practice and specialized in data modeling, mathematical and quantitative data analyses 16

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