Embed Size (px)
Citation preview
IAB Europe
AdEx Benchmark H1 2015
December 2015
The data and charts shown in this report cannot be
used without the expressed permission of IAB
Europe and IHS.
3
A meta-analysis of online ad spend in Europe
RATECARD
Campaigns x
Ratecard
GROSS
Revenue Billed
NET
Revenue Billed
No Agency commissions
4
Data 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
Introduction
For the first time in 2015, IAB Europe and IHS are publishing the AdEx
Benchmark for H1 2015. The content of this analysis is powered by:
1) Reported data from local IABs where available (14 of the 27 countries,
covering 85% of the European market)
2) Estimates by local IABs based on local insight, in collaboration with IHS
3) Estimates by IHS based on forecasts from the IHS Advertising
Intelligence Service
See Appendix 1 for a list of markets where data is reported and estimated
This is an update of the full year study to provide nearer-term data on 2015
trends and help the understanding of and decision-making in the European
online advertising market.
6
The value of online advertising in H1 2015
€16.0bn
7
H1 2015: Eurozone macro-recovery provides foundation for ad growth
-8
-6
-4
-2
0
2
4
6
82
00
4-Q
1
20
04
-Q4
20
05
-Q3
2006-Q
2
20
07
-Q1
20
07
-Q4
20
08
-Q3
20
09
-Q2
20
10
-Q1
20
10
-Q4
20
11
-Q3
20
12
-Q2
2013-Q
1
20
13
-Q4
20
14
-Q3
20
15
-Q2
Eurozone France Italy Germany
GDP growth in the Eurozone (%)
Source: IHS
GDP growth in the Eurozone (%)
Source: IHS
8
Online advertising up 9.7% year-on-year in H1 2015
14.616.0
0
5
10
15
20
H1 2014 H1 2015
Total online advertising spend (€bn)
Source: IAB Europe and IHS
+9.7%
9
All formats noted increased their ad spend in H1 2015
4.9 5.6
2.4 2.5
7.27.9
0
5
10
15
20
H1 2014 H1 2015
Display Classifieds & Directories Paid-for-search
Total online advertising spend (€bn)
Source: IAB Europe and IHS
10
H1 2015 growth was driven by display formats
Display
•12.6%
Classifieds & Directories
•4.5%
Paid-for-search
•9.5%
Video
•37.3%
Non-video
•7.9%
Mobile
•57.5%
Non-mobile
•3.9%
Non-video, non-mobile display
• -6.1%
11
Europe: H1 2015 snapshot
H1 2014
(€bn)
H1 2015
(€bn)
Growth
(yoy %)
Share (%)
Display 4.9bn 5.6bn 12.6% 34.8%
Of which
video
0.8bn 1.1bn 37.3% 6.8%*
Of which
mobile
0.7bn 1.1bn 57.5% 7.5%*
Classifieds
&
Directories
2.4bn 2.5bn 4.5% 15.6%
Paid-for-
search
7.2bn 7.9bn 9.5% 49.6%
Total 14.6bn 16.0bn 9.7% 100.0%
*The share is calculated excluding countries who didn’t report video or mobile
12
Paid-for-search accounted for 50% of all ad spend
Classifieds &
Directories15.6%
Paid-for-search49.6%
Non-video display28.0% Video
6.8%
Display34.8%
Share of formats H1 2015
Source: IAB Europe and IHS
Classifieds &
Directories16.4%
Paid-for-search49.7%
Non-video display28.5% Video
5.4%
Display33.9%
Share of formats H1 2014
Source: IAB Europe and IHS
13
Mobile display ad spend crosses €1bn in H1 2015
716.2
1,127.7
0
200
400
600
800
1,000
1,200
H1 2014 H1 2015
Mobile display ad spend (€m)
Source: IAB Europe and IHS
+57.5%
14
One fourth of all display ad spend was generated via mobile in H1 2015
17.3% 24.0%
82.7% 76.0%
0%
20%
40%
60%
80%
100%
H1 2014 H1 2015
Mobile Desktop
Share of display ad spend (%)
Source: IAB Europe and IHS
15
Western Europe in H1 2015: a snapshot
34.4%
17.0%
48.6%
Display
Classifieds & Directories
Paid-for-search
Western Europe: format share of online ad
spend (%)
Source: IAB Europe and IHS
H1
2014
(€bn)
H1
2015
(€bn)
Growth
(yoy %)
Share
(%)
Display 4.3bn 4.8bn 13.0% 34.4%
Of which
video
0.7bn 1.0bn 40.7% 6.9%*
Of which
mobile
0.7bn 1.0bn 56.1% 7.4%*
Classifieds
&
Directories
2.3bn 2.4bn 4.4% 17.0%
Paid-for-
search
6.3bn 6.9bn 8.6% 48.6%
Total 12.9bn 14.1bn 9.3% 100.0%
16
CEE in H1 2015: a snapshot
H1
2014
(€bn)
H1
2015
(€bn)
Growth
(yoy %)
Share
(%)
Display 0.7bn 0.7bn 9.9% 38.0%
Of which
video
0.1bn 0.1bn 12.5% 5.6%*
Of which
mobile
0.04bn 0.1bn 78.1% 4.1%*
Classifieds
&
Directories
0.1bn 0.1bn 4.4% 5.3%
Paid-for-
search
0.9bn 1.1bn 15.4% 56.7%
Total 1.7bn 1.9bn 12.9% 100.0%
38.0%
5.3%
56.7%
Display
Classifieds & Directories
Paid-for-search
CEE: format share of online ad spend (%)
Source: IAB Europe and IHS
17
Outlook for FY 2015
6.6 9.214.5 15.8 18.8 21.9 24.4 27.4
14.6 16.0
16.117.9
05
10152025303540
2006 2007 2008 2009 2010 2011 2012 2013 2014 H12015
H1 H2
Total online advertising spend (€bn)
Source: IAB Europe for 2011-2014; 2006-2011 retropolated based on IHS growth rates
+9.7%
+11.1%
H2 2015 acceleration in growth is due to 1) good comparatives 2) advertising cyclicality
Forecast full year growth: +10.4%
Forecast full year ad spend: €33.9bn
18
In a flat advertising market, online will outperform all other media
-5.8% -1.1% 0.1% 0.9% 1.6%
10.4%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
Europe: advertising spend forecasts for FY 2015 (%)
Source: Source: IHS
19
Appendix 1 – reported and estimated data by market
Partial of full data reported by local IABs:
• Denmark
• Finland
• France
• Germany
• Hungary
• Ireland
• Netherlands
• Norway
• Poland
• Russia
• Slovakia
• Switzerland
• Sweden
• Turkey
• UK
Estimated / modelled data:
• Austria
• Belarus
• Belgium
• Bulgaria
• Croatia
• Czech Republic
• Greece
• Italy
• Romania
• Serbia
• Slovenia
• Spain
Contact:
Alison Fennah, IAB Europe – [email protected]
Eleni Marouli, IHS Technology- [email protected]
@IABEurope
IAB Europe
www.iabeurope.eu
Connect with us:
