adex 2011 online advertising in europe
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Adex 2011 Online adver0sing in Europe (6th edi0on)
Key Findings
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Adex 2011 Key Findings
Agenda • Introduc7on to Methodology • Topline figures • Format and regional trends • Introduc7on of Video and Mobile Adver7sing figures
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Methodology
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RATECARD
Campaigns x Ratecard
GROSS
Revenue Billed
NET
Revenue Billed No Agency
commissions
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Key adjustments to ensure compa7bility
• Fair Gross value • Category representa7on
• Display • Search • Classifieds & Directories • Other
• Exchange rate adjustment at a constant rate
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Adex 2011 coverage: 26 countries • Austria • Belgium • Bulgaria • Czech Republic • Croatia • Denmark • Finland • France • Germany • Greece • Hungary • Ireland • Italy
• Netherlands • Norway • Poland • Russia • Romania • Serbia* • Slovenia • Slovakia • Spain • Sweden • Switzerland • Turkey • UK
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Topline Figures
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€20.9 billion
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Overall growth: 14.4% • At constant country sample (26 countries in 2010 and 2011) • At constant exchange rate
10
12
14
16
18
20
22
2010 2011
Total online adver0sing (€bn)
14.4%
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Key facts and figures:
• A €20.9bn market
• Double-‐digit growth despite tough economic condi7ons
o 2011 online remains strong at 14.4%
o 2010: 15.3%; 2009: 4.5%
• Search reclaims status as fastest-‐growing segment: +17.9%
• Internet contributes 21.8% to all media spend up from 19.7%
• Video and mobile adver7sing gain leverage
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Europe crosses the €20bn mark despite weak event year
Constant exchange rate: average 2011: 1 EUR = 1.2938 USD
18,3 20,9 20,1
24,5
-‐
5,0
10,0
15,0
20,0
25,0
30,0
2010 2011
Online ad spend in €bn Europe vs US
Europe US
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Online adver7sing outperformed weak economy
1,5% 3,2%
1,7%
-‐1,0%
5,5%
0,8%
11,5%
19,7%
14,4%
1,3%
9,1%
3,6%
-‐5%
0%
5%
10%
15%
20%
25%
WE CEE Total Europe
Economic and ad growth 2011
GDP Total excl. online Online Total
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Key trends
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Search and Display lead market to double-‐digit growth
16.1%
21.3%
7.4%
15.3%
17,9% 15,3%
5,7%
14,4%
0%
5%
10%
15%
20%
25%
Search Display Classifieds & directories Grand total
Year-‐on-‐year growth by format
2010 2011
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Paid-‐for search remains the largest segment
45,1% 46,5%
20,9% 19,3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2010 2011
Format shares of online
Others Classifieds & Directories Search Display
33,6% 33,4%
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Over 75% of European revenue generated by top 7
0
1.000
2.000
3.000
4.000
5.000
6.000 Total online ad spend (€m)
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CEE markets grow most rapidly
0%
10%
20%
30%
40%
50%
60% Online ad growth ranked by country
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Video gains leverage • €395.4 million in 16 countries • 8% of Display is Online Video • Video will con7nue to increase as brand adver7sing moves to the online space
9,8% 9,7% 8,5% 8,3%
7,5% 6,5%
5,9% 5,8% 5,8% 5,2%
0%
2%
4%
6%
8%
10%
12% Online Video Share of Display
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Mobile approaching 2% of Display
5,3%
3,6% 3,6%
2,3% 2,2% 2,2% 1,8% 1,7% 1,5%
0,5% 0,4%
1,7%
0%
1%
2%
3%
4%
5%
6%
Mobile display as share of online display
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Thank You For more informa7on about the study please contact Daniel Knapp at [email protected] For press inquiries please contact Lucy Green [email protected]