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Adex 2010
Internet advertising spending in
Europe (5th edition)
Key findings

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Adex 2010: key findings
Agenda
• Introduc<on
and
methodology
• Top-­‐line
figures
• Key
trends
Compiled
&
presented
by
• Catherine
Borrel,
IAB
Europe
• Vincent
Létang
&
Daniel
Knapp,
IHS
Screen
Digest

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Methodology

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Comparing “apples to apples”
NET RATECARD
GROSS
Revenue Billed Campaigns x
Revenue Billed No Agency commissions Ratecard

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Key challenges to ensure comparability
• Fair
Gross
value
• Category
representa<on
• Display
• Search
• Classifieds
&
Directories
• Other
• Exchange
rate
adjustments
at
a
constant
rate
• Introduc<on
of
mobile
display
and
mobile
search

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Our coverage now includes 25 countries
• Austria • Italy
• Belgium • Netherlands
• Bulgaria • Norway
• Czech Republic • Poland
• Croatia • Russia
• Denmark • Romania
• Finland • Slovenia
• France • Slovakia
• Germany • Spain
• Greece • Sweden
• Hungary • Switzerland
• Ireland • Turkey
• UK

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Topline Figures

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Overall growth: 15.3%
• At constant country sample (25 countries of 2009 and 2010)
• At constant exchange rate
Total online advertising (€bn)
20
18
16
14
12
10
2009 2010

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Key facts and figures
• A
€17.7bn
market
• Internet
adver<sing
back
to
double-­‐digit
growth
– Re-­‐accelera<ng
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
Total online advertising (€bn)
25
20
15
10
5
0
2009 2010
Europe US
Constant exchange rate: average 2010: 1 EUR = 1.3279 USD

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Display drivers
• New
formats/placorms:
video,
social,
mobile
• Innova<on
in
targe<ng,
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…
25%
21.3%
20%
16.1%
15.3%
15%
10%
7.4%
5%
0%
Display Search Classifieds & Grand total
directories
-5%
2009 2010

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…but search remains the larger segment
9
€8,0bn
8
7
6 €5,8bn
5
€3,9bn
4
3
2
1
0
Display Search Classifieds & directories
2009 2010

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…however, display increased its share to 33%
Segment market shares (%)
100%
90% 21
23
80%
70%
60%
46 45
50%
40%
30%
20%
30 33
10%
0%
2009 2010
Display Search Classifieds/Directories Other

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Markets: The top 6 make 74% of total adspend
Total online adspend in €m
€ 6,000
€ 5,000 € 4,770
€ 4,000 € 3,630
€ 3,000
€ 1,883
€ 2,000
€ 1,004 € 1,007
€ 1,000 € 687 € 814
€ 435 € 521 € 565
€0
Denmark Norway Sweden Russia Spain Italy Netherlands France Germany UK

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Comparing Markets (1): CEE is catching up
Total online advertising growth 2009 – 2010 (%)
40%
35%
30%
25%
20%
15%
10%
5%
0%

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Comparing Markets (2): Display surges in East & West
Online display advertising growth 2009 – 2010 (%)
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Slovenia
Switzerland
Ireland
Romania
Spain
Russia
Croatia
Netherlands
Austria
Germany
Belgium
Bulgaria
Denmark
Slovakia
Republic
France
Sweden
Greece
Poland
Finland
Italy
Turkey
UK
Norway
Hungary
Czech

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Mobile display enters the mainstream
Mobile display adspend in proportion of total display (%)
12% 11.4%
10%
8%
6%
4% 3.5%
3.1% 2.8% 2.8%
2%
0.7%
0%
Finland Italy Spain Norway UK Hungary

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Market: Growth and maturity
45%
40%
Russia
35%
Year-on-year growth 2009-2010
30% Turkey
Romania
Slovenia
Switzerland
25% Greece Bulgaria Czech Republic
Spain
Italy Germany
20% Norway
Austria Finland
Croatia Hungary Denmark
15%
Belgium Poland UK
Netherlands
Ireland
10% Slovakia Sweden
France
5%
0%
0% 5% 10% 15% 20% 25% 30% 35%
Online advertising market share
*Calculated using WARC & IHS Screen Digest data