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IAB Europe AdEx Benchmark
2014
Daniel Knapp, IHS
Eleni Marouli, IHS
About the study
A meta analysis of online ad spend in Europe
RATECARD
Campaigns x
Ratecard
GROSS
Revenue Billed
NET
Revenue Billed
No Agen...
Submissions from 27 European countries
• Austria
• Belarus*
• Belgium
• Bulgaria
• Czech Republic
• Croatia
• Denmark
• Fi...
Big Picture and Context
The value of European online advertising in 2014
€30.7bn
2014: Eurozone macro-recovery provides foundation for ad growth
-8
-6
-4
-2
0
2
4
62004-Q1
2004-Q3
2005-Q1
2005-Q3
2006-Q1...
Double-digit online advertising growth in 2014
27.4
30.7
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2013 2014
Total online adve...
Online advertising spend has doubled in the last five years…
* Source: IAB Europe
for 2011-2014; 2006-
2011 retropolated
b...
…while maintaining double-digit growth for five consecutive years
19.0%
16.5%
11.5% 11.9% 11.6%
0.0%
2.0%
4.0%
6.0%
8.0%
1...
Online growth rescued overall European advertising market in 2014
0.0%
-9.5%
-1.6%
11.4%
13.8%
11.7%
3.0%
-5.0%
1.8%
-15.0...
In Western Europe, online advertising spend per head for the first
time exceeded spend on all other media in 2014
58.7
22....
Strong growth puts size of online ad market nearly on par with TV
0.7
5.2
7.8
26.8
30.7
33.5
- 5.0 10.0 15.0 20.0 25.0 30....
Markets
Over half of all European online ad spend comes from three
markets; contribution by top 10 to total market stable
57.3%
69...
Top 10 European online advertising markets at a glance
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Tota...
All European markets recorded positive growth in online
advertising in 2014…
43.1%
33.3%
32.8%
20.8%
19.5%
18.7%
17.3%
16....
…and 20 markets grew double-digit
Belgium
Bulgaria
Croatia
Czech Republic
Denmark
Finland
France
Germany
Greece
Hungary
Ir...
Growth drivers
Social media
Video
Programmatic transactions and data infrastructures
Improved data literacy on both demand...
Growth hurdles
Viewability and fraud
Some cannibalization of desktop budgets by mobile
CPM/CPC inflation
Limited inventory...
Formats
Display drove online advertising growth in 2014
9.1%
6.3%
15.5%
11.5%
14.9%
3.6%
13.0%
11.9%
15.2%
5.8%
10.8%
11.6%
0%
2%
...
Display grew its share, eating into both Paid-for-search and
Classifieds & Directories
47.5% 48.2% 43.8%
32.2% 31.0% 32.7%...
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....
Video is now an integral part of online display advertising
30.6%
26.8%
25.3%
23.3%
22.3%
18.0%
17.7%
17.2%
16.4%
16.1%
15...
Video growth is at least double-digit in all markets
187.5%
143.5%
115.3%
100.0%
62.5%
60.1%
59.0%
57.9%
56.2%
53.7%
48.1%...
Mobile consolidates its position as key driver of display advertising
33.8%
24.5%
21.7%
17.7%
17.7%
15.4%
15.2%
14.6%
12.9...
35.1%
34.1%
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%
-...
-20%
-10%
0%
10%
20%
30%
40%
Ireland
Slovenia
Turkey
UK
Sweden
Austria
Belarus
Finland
Italy
Bulgaria
Hungary
Norway
Denma...
Mobile was responsible for 50% of market growth
European
Display with
mobile: +15.2%
European
Display without
mobile: +7.9%
Classifieds & Directories struggled in 2014 with 11 countries
experiencing decline
65.0%
50.0%
44.7%
32.5%
20.1%
20.1%
20....
Deceleration of Search in mature markets dampens overall growth
42.7%
29.2%
26.9%
25.8%
23.1%
19.5%
19.0%
18.6%
16.7%
15.8...
40.1%
26.5%
22.2%
19.1% 18.3% 17.4%
15.1% 14.3%
12.5%
6.0% 5.5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Mobile share of Paid...
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Media advertising revenue in Europe
TV Radio Newpapers Magazines OOH Cinema On...
Thank you
daniel.knapp@ihs.com
eleni.marouli@ihs.com
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IAB Europe AdEx Benchmark 2014

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IAB Europe AdEx Benchmark 2014

  1. 1. IAB Europe AdEx Benchmark 2014 Daniel Knapp, IHS Eleni Marouli, IHS
  2. 2. About the study
  3. 3. A meta analysis of online ad spend in Europe RATECARD Campaigns x Ratecard GROSS Revenue Billed NET Revenue Billed No Agency commissions
  4. 4. 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
  5. 5. Big Picture and Context
  6. 6. The value of European online advertising in 2014 €30.7bn
  7. 7. 2014: Eurozone macro-recovery provides foundation for ad growth -8 -6 -4 -2 0 2 4 62004-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 GDP growth in Eurozone (%) Eurozone France Italy Germany
  8. 8. Double-digit online advertising growth in 2014 27.4 30.7 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 2013 2014 Total online advertising spend (€bn) 11.6% like-for-like
  9. 9. Online advertising spend has doubled in the last five years… * Source: IAB Europe for 2011-2014; 2006- 2011 retropolated based on IHS growth rates 6.6 9.2 14.5 15.8 18.8 21.9 24.4 27.4 30.7 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 2006 2007 2008 2009 2010 2011 2012 2013 2014 Total online advertising spend (€bn)*
  10. 10. …while maintaining double-digit growth for five consecutive years 19.0% 16.5% 11.5% 11.9% 11.6% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% 2010 2011 2012 2013 2014 Online advertising year-on-year growth (%)
  11. 11. Online growth rescued overall European advertising market in 2014 0.0% -9.5% -1.6% 11.4% 13.8% 11.7% 3.0% -5.0% 1.8% -15.0% -10.0% -5.0% 0.0% 5.0% 10.0% 15.0% 20.0% WE CEE Total Europe 2014: advertising year-on-year growth (%) Total excluding online Online Total
  12. 12. In Western Europe, online advertising spend per head for the first time exceeded spend on all other media in 2014 58.7 22.2 43.6 59.9 11.3 39.8 - 10.0 20.0 30.0 40.0 50.0 60.0 70.0 WE CEE Total Europe Ad spend per capita in 2014 (€) TV Print Online Other
  13. 13. Strong growth puts size of online ad market nearly on par with TV 0.7 5.2 7.8 26.8 30.7 33.5 - 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 Cinema Radio OOH Print Online TV Ad spend by category in Europe in 2014 (€bn)
  14. 14. Markets
  15. 15. Over half of all European online ad spend comes from three markets; contribution by top 10 to total market stable 57.3% 69.4% 77.9% 86.6% 56.9% 69.9% 78.2% 86.4% 58.8% 70.8% 78.8% 86.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Top 3 Top 5 Top 7 Top 10 Share of European online ad revenue by market (%) 2012 2013 2014
  16. 16. Top 10 European online advertising markets at a glance 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Total online ad spend (€m) 2013 2014
  17. 17. All European markets recorded positive growth in online advertising in 2014… 43.1% 33.3% 32.8% 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% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 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 Online ad growth like-for-like in 2014 (%)
  18. 18. …and 20 markets grew double-digit Belgium Bulgaria Croatia Czech Republic Denmark Finland France Germany Greece Hungary Ireland Italy Netherlands NorwayPoland Romania Russia Slovakia Austria Belarus SwedenSwitzerland Turkey UK -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40% - 20 40 60 80 100 120 140
  19. 19. 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
  20. 20. 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
  21. 21. Formats
  22. 22. Display drove online advertising growth in 2014 9.1% 6.3% 15.5% 11.5% 14.9% 3.6% 13.0% 11.9% 15.2% 5.8% 10.8% 11.6% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Display Classifieds & Directories Paid-for-search Total Year-on-year growth (%) 2012 2013 2014
  23. 23. Display grew its share, eating into both Paid-for-search and Classifieds & Directories 47.5% 48.2% 43.8% 32.2% 31.0% 32.7% 32.4% 33.8% 35.6% 18.3% 14.9% 18.9% 19.8% 20.7% 19.6% 18.5% 16.8% 15.9% 34.1% 36.6% 36.6% 47.3% 48.0% 47.1% 48.8% 49.2% 48.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2006 2007 2008 2009 2010 2011 2012 2013 2014 Format shares of online (%) Display Classifieds & Directories Paid-for-search Other
  24. 24. 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% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40% Ireland Slovenia Turkey UK Sweden Austria Belarus Finland Italy Belgium Bulgaria Hungary Europe Norway Denmark France Netherlands Slovakia Switzerland Greece Germany Serbia Poland CzechRepublic Romania Croatia Russia Display advertising growth year-on-year (%) Display showed uneven growth with a 40 percentage point range across markets
  25. 25. Video is now an integral part of online display advertising 30.6% 26.8% 25.3% 23.3% 22.3% 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% 0% 5% 10% 15% 20% 25% 30% 35% Slovenia Switzerland Russia Belgium Bulgaria UK Greece Sweden Netherlands Poland France Europe Ireland Norway Germany Croatia Turkey Austria Italy Finland CzechRepublic Hungary Denmark Romania Belarus Video share of Display (%)
  26. 26. Video growth is at least double-digit in all markets 187.5% 143.5% 115.3% 100.0% 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% 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% Greece Hungary Austria Belarus Ireland Denmark Sweden Switzerland Romania Norway Turkey UK Russia Slovenia Europe Netherlands Bulgaria France Poland Germany CzechRepublic Finland Italy Belgium Video growth year-on-year in 2014 (%)
  27. 27. Mobile consolidates its position as key driver of display advertising 33.8% 24.5% 21.7% 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% 0% 5% 10% 15% 20% 25% 30% 35% 40% UK Ireland Norway Europe Italy Netherlands Russia France Sweden Hungary Austria Finland Germany Denmark Poland Serbia Croatia Slovenia Turkey CzechRepublic Belarus Bulgaria Romania Mobile display as a share of total Display (%) 2012 2013 2014
  28. 28. 35.1% 34.1% 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% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35% 40% Ireland Slovenia Turkey UK Sweden Austria Belarus Finland Italy Bulgaria Hungary Norway Denmark France Netherlands Germany Serbia Poland CzechRepublic Romania Croatia Russia Display year-on-year growth (%) Display This is more evident…
  29. 29. -20% -10% 0% 10% 20% 30% 40% Ireland Slovenia Turkey UK Sweden Austria Belarus Finland Italy Bulgaria Hungary Norway Denmark France Netherlands Germany Serbia Poland CzechRepublic Romania Croatia Russia Display year-on-year growth (%) Display Display excluding Mobile …when we remove Mobile from Display
  30. 30. Mobile was responsible for 50% of market growth European Display with mobile: +15.2% European Display without mobile: +7.9%
  31. 31. Classifieds & Directories struggled in 2014 with 11 countries experiencing decline 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% -60% -40% -20% 0% 20% 40% 60% 80% Croatia Belarus Bulgaria Hungary Serbia Slovakia Slovenia Switzerland UK Germany Belgium Netherlands Turkey Europe Denmark Austria France Poland Finland Greece Russia CzechRepublic Ireland Norway Sweden Italy Romania Classifieds & Directories year-on-year growth in 2014
  32. 32. Deceleration of Search in mature markets dampens overall growth 42.7% 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% 4.4% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Ireland Belgium Russia Bulgaria Greece Norway Hungary Sweden Switzerland CzechRepublic Slovakia Croatia Austria Italy Turkey Denmark Netherlands Europe Poland Serbia Germany Finland UK France Paid-for-search year-on-year growth in 2014 (%) 2013 2014
  33. 33. 40.1% 26.5% 22.2% 19.1% 18.3% 17.4% 15.1% 14.3% 12.5% 6.0% 5.5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Mobile share of Paid-for-search in 2014 Notable part of paid-for search is now mobile
  34. 34. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Media advertising revenue in Europe TV Radio Newpapers Magazines OOH Cinema Online First market signals from IABs confirm outlook that online will command the highest share of all media ad spend in 2015
  35. 35. Thank you daniel.knapp@ihs.com eleni.marouli@ihs.com

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