iab europe adex09 niabnoscale

8/10/2019 IAB Europe Adex09 NIABnoscale

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BRANDING ONLINE: THE TIME IS NOW

2-3 June 2010

Ad Ex 2009

Internet advertising spending inEurope


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2-3 June 2010

Agenda

Topline figures

Methodology

Key trends


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Topline Figures


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The Results

14.7 billion euros


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Key facts and figures

14.7bn market compared to 16.2bn in the US

Growing +4.5% like-for-like, a slow-down from +20% in 2008

But still outperforming all other media categories

Internet now contributes 18% to all media ad spend


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13.06

14.70

0

2

4

6

8

10

12

14

16

2008 2009

Internet adspend inbn

A like-for-like growth rate of 4.5% At constant country sample (19 countries of 2008)

At constant exchange rate


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Europe catches up with the US as the US marketdeclined in 2009

13.06

14.70

16.83 16.26

0

2

46

8

10

12

14

16

18

2008 2009

Total online ad spend Europe vs. USA (bn)

Europe

USA

Source for USA data: IAB/PWC


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Methodology


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Our European coverage now includes 23 countries

Four new countries added in 2009

Austria

Belgium

Bulgaria*

Croatia

Denmark

Finland

France

Germany

Greece

Hungary

Italy

Netherlands

Norway

Poland

Russia*

Romania

Slovenia

Slovakia*

Spain

Sweden

Switzerland*

Turkey

UK*New in 2009


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Comparing apples to apples

RATECARD

Campaigns x

Ratecard

GROSS

Revenue Billed

NET

Revenue BilledNo Agency commissions


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Key challenges to ensure comparability

Fair Gross value

Category representation

Display

Search

Classifieds & Directories

Other

Exchange rate adjustments at a constant rate


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Key Trends


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Formats: Search strengthens lead with 46% share

30%

23%

46%

1%

2009 internet adspend by segment

Display

Classifieds/Directories

Paid Search

Other


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Formats: Search drives growth during recession

Note: Like-for-like growth is calculated excluding the new submissions (Bulgaria, Slovakia,

Switzerland and Russia) for which no data was available in 2008.

0.3%

-1.4%

10.8%

4.5%

-4%

-2%

0%

2%

4%

6%

8%

10%

12%

Display Classifieds Search Total

Growth of formats in 2009 (like-for-like)


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4,366

3,420

6,733

1820

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

2009

Internet adspend inm

Display Classifieds/Directories Search Other

Formats: Search nears7bn


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Markets: The top 6 countries make up 76% of the total

374

390

455

635

800

798

1,731

2,939

3,834

384

401

467

514

683

815

849

1,760

3,092

4,011

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500

Denmark

Norway

Sweden

Russia

Spain

Netherlands

Italy

France

Germany

UK

Online ad spend by country 2008 vs. 2009 (m)

2009

2008


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Markets: contrasting trends among emerging markets

14%

13%12%

7% 7% 6%

5% 5% 4%

3%3%

2% 2% 2% 2% 1%

-3% -5%

-5%

0%

5%

10%

15%

20%

Greece

Austria

Poland

Turkey

Spain

Hungary

Italy

Germany

Belgium

Finland

UK

Sweden

France

Denmark

N

etherlands

Slovenia

Norway

Croatia

Romania

Total growth by country from 2008 to 200949%


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-5% to 0%

0% to +5%

+5% to +10%

+10% and above

Online adspend growth 2009

Markets: contrasting trends among emerging markets


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-6%

-4%

-2%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Year-on-yeargrowth2009

Online Market Share*

AustriaPoland

Italy

SlovakiaRomania

Croatia

Norway

Netherlands

Denmark

Slovenia

SpainHungary

France

Finland

Belgium

Sweden

Greece

Turkey

AustriaPoland

Italy

SlovakiaRomania

Croatia

Norway

Netherlands

Denmark

Slovenia

SpainHungary

France

Finland

Belgium

Sweden

Greece

Turkey

AustriaPoland

Italy

SlovakiaRomania

Croatia

Norway

Netherlands

Denmark

Slovenia

SpainHungary

France

Finland

Belgium

Sweden

Greece

Turkey

AustriaPoland

Italy

SlovakiaRomania

Croatia

Norway

Netherlands

Denmark

Slovenia

SpainHungary

France

Finland

Belgium

Sweden

Greece

Turkey

Germany

UK

48%

Market: Growth and maturity

*Calculated using Screen Digest Advertising Intelligence data which

incorporates TV, print, radio, outdoor and cinema advertising


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Thank you

For more information please contact Catherine Borrel,

[email protected]
mailto:[email protected]:[email protected]

iab europe adex09 niabnoscale

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