IAB Europe AdEx Benchmark 2014 Daniel Knapp, IHS Eleni Marouli, IHS
About the study
A meta analysis of online ad spend in Europe GROSS NET RATECARD Revenue Billed Revenue Billed No Agency commissions Campaigns x Ratecard
Submissions from 27 European countries Austria Belarus* Belgium Bulgaria Czech Republic Croatia Denmark Finland France Germany Greece Hungary Ireland Italy Netherlands Norway Poland Russia Romania Serbia Slovakia Slovenia Spain Sweden Switzerland Turkey UK *New participant from 2014
Big Picture and Context
The value of European online advertising in 2014 30.7bn
2004-Q1 2004-Q3 2005-Q1 2005-Q3 2006-Q1 2006-Q3 2007-Q1 2007-Q3 2008-Q1 2008-Q3 2009-Q1 2009-Q3 2010-Q1 2010-Q3 2011-Q1 2011-Q3 2012-Q1 2012-Q3 2013-Q1 2013-Q3 2014-Q1 2014-Q3 2015-Q1 2014: Eurozone macro-recovery provides foundation for ad growth GDP growth in Eurozone (%) 6 4 2 0-2 -4-6 -8 Eurozone France Italy Germany
Double-digit online advertising growth in 2014 Total online advertising spend ( bn) 35.0 30.7 11.6% like-for-like 30.0 27.4 25.0 20.0 15.0 10.0 5.0 0.0 2013 2014
Online advertising spend has doubled in the last five years Total online advertising spend ( bn)* 35.0 30.7 30.0 27.4 24.4 25.0 21.9 20.0 18.8 15.8 14.5 15.0 10.0 5.0 0.0 6.6 9.2 2006 2007 2008 2009 2010 2011 2012 2013 2014 * Source: IAB Europe for 2011-2014; 2006-2011 retropolated based on IHS growth rates
while maintaining double-digit growth for five consecutive years 20.0% 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% Online advertising year-on-year growth (%) 19.0% 16.5% 11.5% 11.9% 11.6% 2010 2011 2012 2013 2014
Online growth rescued overall European advertising market in 2014 20.0% 2014: advertising year-on-year growth (%) 15.0% 11.4% 13.8% 11.7% 10.0% 5.0% 0.0% -5.0% -10.0% -15.0% 0.0% 3.0% 1.8% WE CEE -1.6% Total Europe -5.0% -9.5% Total excluding online Online Total
In Western Europe, online advertising spend per head for the first time exceeded spend on all other media in 2014 70.0 60.0 58.7 59.9 Ad spend per capita in 2014 ( ) 50.0 40.0 43.6 39.8 30.0 20.0 10.0 22.2 11.3 - WE CEE Total Europe TV Print Online Other
Strong growth puts size of online ad market nearly on par with TV Ad spend by category in Europe in 2014 ( bn) TV 33.5 Online 30.7 Print 26.8 OOH 7.8 Radio 5.2 Cinema 0.7-5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0
Markets
Over half of all European online ad spend comes from three markets; contribution by top 10 to total market stable 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Share of European online ad revenue by market (%) 86.6% 86.4% 86.5% 77.9% 78.2% 78.8% 69.4% 69.9% 70.8% 57.3% 56.9% 58.8% Top 3 Top 5 Top 7 Top 10 2012 2013 2014
Top 10 European online advertising markets at a glance 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Total online ad spend ( m) 2013 2014
Slovenia Ireland Belarus Turkey Hungary Bulgaria Russia Greece Austria Belgium Slovakia UK Switzerland Sweden Finland Italy Europe Netherlands Denmark Croatia Serbia Germany Norway Poland Czech France Romania 20.8% 19.5% 18.7% 17.3% 16.3% 16.0% 16.0% 14.7% 14.3% 13.8% 13.3% 12.7% 12.0% 11.6% 11.4% 11.2% 10.8% 9.5% 9.3% 8.4% 7.8% 7.7% 6.6% 2.3% 33.3% 32.8% 43.1% All European markets recorded positive growth in online advertising in 2014 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Online ad growth like-for-like in 2014 (%)
and 20 markets grew double-digit 40% 35% 30% Belarus Ireland 25% Turkey Hungary 20% Bulgaria Russia Belgium Croatia Slovakia 15% Austria Greece Switzerland Italy Finland Netherlands 10% Germany Poland Czech Republic France 5% Sweden UK Denmark Norway 0% -5% Romania - 20 40 60 80 100 120 140-10%
Growth drivers Social media Video Programmatic transactions and data infrastructures Improved data literacy on both demand and supply side Mobile internet penetration increasing across all of Europe Measurement initiatives in mobile and video taking effect
Growth hurdles Viewability and fraud Some cannibalization of desktop budgets by mobile CPM/CPC inflation Limited inventory in video Attribution Measurement issues remain despite improvements
Formats
Display drove online advertising growth in 2014 Year-on-year growth (%) 18% 16% 14.9% 15.2% 15.5% 14% 12% 10% 9.1% 13.0% 10.8% 11.5% 11.9% 11.6% 8% 6% 4% 6.3% 3.6% 5.8% 2% 0% Display Classifieds & Directories Paid-for-search Total 2012 2013 2014
Display grew its share, eating into both Paid-for-search and Classifieds & Directories Format shares of online (%) 100% 90% 80% 34.1% 36.6% 36.6% 70% 47.3% 48.0% 47.1% 48.8% 49.2% 48.1% 60% 50% 18.3% 14.9% 18.9% 40% 19.8% 20.7% 19.6% 18.5% 16.8% 15.9% 30% 20% 47.5% 48.2% 43.8% 10% 32.2% 31.0% 32.7% 32.4% 33.8% 35.6% 0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 Display Classifieds & Directories Paid-for-search Other
Ireland Slovenia Turkey UK Sweden Austria Belarus Finland Italy Belgium Bulgaria Hungary Europe Norway Denmark France Netherlands Slovakia Switzerland Greece Germany Serbia Poland Czech Republic Romania Croatia Russia 35.1% 34.1% 29.4% 26.4% 23.4% 23.3% 22.5% 18.6% 17.4% 16.2% 15.8% 15.5% 15.2% 14.5% 13.4% 12.9% 12.1% 11.5% 10.4% 10.2% 9.1% 8.3% 7.3% 4.5% 1.2% -3.1% -5.0% Display showed uneven growth with a 40 percentage point range across markets 40% 35% 30% 25% 20% 15% 10% 5% 0% -5% -10% Display advertising growth year-on-year (%)
Slovenia Switzerland Russia Belgium Bulgaria UK Greece Sweden Netherlands Poland France Europe Ireland Norway Germany Croatia Turkey Austria Italy Finland Czech Republic Hungary Denmark Romania Belarus 18.0% 17.7% 17.2% 16.4% 16.1% 15.6% 15.1% 14.6% 13.7% 13.6% 12.7% 11.7% 11.4% 11.2% 8.7% 7.0% 5.8% 5.4% 3.9% 3.0% 26.8% 25.3% 23.3% 22.3% 30.6% Video is now an integral part of online display advertising 35% Video share of Display (%) 30% 25% 20% 15% 10% 5% 0%
Greece Hungary Austria Belarus Ireland Denmark Sweden Switzerland Romania Norway Turkey UK Russia Slovenia Europe Netherlands Bulgaria France Poland Germany Czech Republic Finland Italy Belgium 62.5% 60.1% 59.0% 57.9% 56.2% 53.7% 48.1% 42.1% 42.1% 40.0% 35.8% 30.4% 30.1% 28.8% 28.2% 27.9% 24.2% 22.2% 17.5% 17.0% 115.3% 100.0% 143.5% 187.5% Video growth is at least double-digit in all markets 200% 180% 160% 140% 120% 100% 80% 60% 40% 20% 0% Video growth year-on-year in 2014 (%)
UK Ireland Norway Europe Italy Netherlands Russia France Sweden Hungary Austria Finland Germany Denmark Poland Serbia Croatia Slovenia Turkey Czech Republic Belarus Bulgaria Romania 17.7% 17.7% 15.4% 15.2% 14.6% 12.9% 11.1% 10.0% 9.0% 7.8% 6.5% 6.4% 5.4% 5.4% 5.1% 3.4% 2.1% 1.6% 1.3% 1.0% 24.5% 21.7% 33.8% Mobile consolidates its position as key driver of display advertising 40% 35% 30% 25% 20% 15% 10% 5% 0% Mobile display as a share of total Display (%) 2012 2013 2014
Ireland Slovenia Turkey UK Sweden Austria Belarus Finland Italy Bulgaria Hungary Norway Denmark France Netherlands Germany Serbia Poland Czech Republic Romania Croatia Russia 29.4% 26.4% 23.4% 23.3% 22.5% 18.6% 17.4% 15.8% 15.5% 14.5% 13.4% 12.9% 12.1% 9.1% 8.3% 7.3% 4.5% 1.2% -3.1% -5.0% 35.1% 34.1% This is more evident Display year-on-year growth (%) 40% 35% 30% 25% 20% 15% 10% 5% 0% -5% -10% Display
Ireland Slovenia Turkey UK Sweden Austria Belarus Finland Italy Bulgaria Hungary Norway Denmark France Netherlands Germany Serbia Poland Czech Republic Romania Croatia Russia when we remove Mobile from Display 40% Display year-on-year growth (%) 30% 20% 10% 0% -10% -20% Display Display excluding Mobile
Mobile was responsible for 50% of market growth European Display with mobile: +15.2% European Display without mobile: +7.9%
Croatia Belarus Bulgaria Hungary Serbia Slovakia Slovenia Switzerland UK Germany Belgium Netherlands Turkey Europe Denmark Austria France Poland Finland Greece Russia Czech Republic Ireland Norway Sweden Italy Romania 65.0% 50.0% 44.7% 32.5% 20.1% 20.1% 20.0% 12.5% 11.6% 10.7% 10.0% 7.9% 6.5% 5.8% 5.5% 5.3% 3.0% 2.5% 0.0% 0.0% 0.0% -1.2% -3.6% -6.1% -7.2% -16.6% -51.6% Classifieds & Directories struggled in 2014 with 11 countries experiencing decline 80% Classifieds & Directories year-on-year growth in 2014 60% 40% 20% 0% -20% -40% -60%
Ireland Belgium Russia Bulgaria Greece Norway Hungary Sweden Switzerland Czech Republic Slovakia Croatia Austria Italy Turkey Denmark Netherlands Europe Poland Serbia Germany Finland UK France 4.4% 29.2% 26.9% 25.8% 23.1% 19.5% 19.0% 18.6% 16.7% 15.8% 15.8% 15.0% 14.0% 13.9% 12.2% 12.2% 11.9% 10.8% 10.5% 10.1% 9.0% 9.0% 8.7% 42.7% Deceleration of Search in mature markets dampens overall growth 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Paid-for-search year-on-year growth in 2014 (%) 2013 2014
Notable part of paid-for search is now mobile 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 40.1% 26.5% Mobile share of Paid-for-search in 2014 22.2% 19.1% 18.3% 17.4% 15.1% 14.3% 12.5% 6.0% 5.5%
First market signals from IABs confirm outlook that online will command the highest share of all media ad spend in 2015 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Media advertising revenue in Europe TV Radio Newpapers Magazines OOH Cinema Online
Thank you daniel.knapp@ihs.com eleni.marouli@ihs.com