Download - Iab europe ad ex 2009
AdEx 2009European online advertising expenditure
Published September 2010
Introduction 3
About this report 4
Executive summary 5
Europe and the US 6
23 European markets in perspective 7
Europe retrospective 8
Update on ‘10 before 10’ 10
Search top of the formats in 2009 11
Search 12
Classifieds 15
Display 17
Regional and country detail
Western Europe 20
Central and Eastern Europe 23
Forecasting the European advertising market in 2009-2010 25
2010-2011 Forecast 25
Online TV advertising 27
Mobile advertising 29
Top 10 properties December 2009 30
Top 10 ad publisher sites by ad impressions 32
Internet penetration in Europe 34
Appendix i – Definition of formats 36
Appendix ii – Participating IABs 37
Appendix iii – Methodology and adjusted data 38
Appendix iv – Estimates and adjustments 39
Appendix v – Our research partners 40
Special thanks 41
Contents
IAB Europe AdEX 2009Published September 2010© IAB Europe
Introduction
One thing the digital advertising industry cannot be accused of is
complacency: we devote a great deal of time, energy and money to
continually challenging ourselves. As a young industry in a rapidly
moving environment, IAB Europe’s members know that if we don’t
adapt, we won’t survive. This year’s AdEx Europe Benchmark report
shows that our self-examination is paying off: in extremely difficult
economic times Europe’s online advertising market has continued to
grow and - what’s more - it was the only advertising format that
didn’t go backwards in 2009. The internet share of the total
advertising market approached 20%, almost doubling its slice of the
market over two years.
Search advertising once again led the field recording a 10.8%
increase on a like-for-like basis, a slowdown from the previous year
but a notable achievement nonetheless. Display advertising was flat
and even down in most mature markets. We took brand advertising
as our theme for this year’s Interact Congress in Barcelona,
recognising the need to reinforce the message that brand advertising
offers unique scope in creativity, innovation and engagement and it is
capable of delivering the enhanced measurement standards
advertisers seek to justify more investment in campaigns. Pressure
on budgets had kept them relying on tried and tested formats, but
the good news is that display is already sprouting the green shoots of
recovery in the first quarter of 2010. Video on digital platforms
combined with social media is capable of delivering reach and
efficiency measures to challenge any traditional media.
Growth in the most mature online ad markets UK, France, Germany,
Netherlands, Spain and Italy - slowed to single digit rates, though
Spain and Italy grew more as they started from a lower base. Growth
in Spain was remarkable when compared to the collapse of its
traditional advertising market at –23%. Only four markets posted
double-digit growth in 2009: Greece, Austria, Poland and Turkey
again starting from low bases.
Our reach this year has expanded with Russia, Switzerland, Bulgaria
and Slovakia joining the AdEx Europe Benchmark – we welcome them
wholeheartedly as members and celebrate the fresh perspectives
each one brings to the report. In addition, we received figures from
Ireland - one of our newest IABs - once the AdEx research had been
produced and released in June. We’re pleased to provide some Irish
figures in this report, but you won’t see the numbers in the total
figures for 2010.
Alain HeureuxIAB Europe President and CEO
My thanks to Catherine Borrel of IAB Europe and Vincent Létang and
Daniel Knapp of Screen Digest for presenting so clearly the data and
analysis of research covering 23 markets ranging from the mature
markets of the Nordic nations and Western Europe to the emerging
markets in Eastern and Southern Europe. In addition to auditing the
AdEx data, Screen Digest’s analysts have provided some forward
looking commentary and data that we hope you’ll find useful. I would
also like to thank our members InSites Consulting, comScore and
Nielsen Online for providing us with additional data for this report.
As the fourth issue of this report, IAB Europe is proud to
acknowledge that our annual report has become essential reading for
everyone connected to the digital advertising industry in markets
throughout the world. We hope that once again you will find the data,
insight and forecasts in this report useful for your business.
We look forward to the next chapter!
Regards
Alain Heureux
3IAB Europe AdEX 2009Published September 2010© IAB Europe
The sources of the online advertising spend data contained within
this report are the annual industry benchmarking studies run by each
national Interactive Advertising Bureau (IAB) in Europe. The national
benchmarking studies represent the income of thousands of websites
and online advertising businesses.
The results reported are considered the closest measurement of
online advertising revenues across Europe as the data is compiled
directly by local IABs based on information supplied by companies
selling advertising online. Only IABs that were able to provide 12 full
months of advertising expenditure data are included.
The data for this report is stated on the basis of actual gross income
(the monies actually paid by the advertiser, including any agency
commission). The report incorporated data from the following four
online advertising sectors:
w Display advertising
w Search (pay per click fees)
w Classifieds & Directories
w Other
IAB Europe in partnership with Screen Digest collates and aggregates
the data and makes the adjustments necessary to enable the data to be
comparable. More details of this process are provided in the Appendix.
The result is comparable data based on actual revenues from across
Europe. This is the fourth edition of the report, and therefore once
again we are able to include year-on-year comparisons in the report
for those countries that have participated for at least two years.
Screen Digest does not audit the information or the data from local
IABs and provides no opinion or other form of assurance with respect
to the information. Only aggregate results are published and
individual company information is held in strict confidence by the
audit partners of local IAB studies.
The figures featured in this report include data from 23 IABs. In
addition we have figures for the Irish market detailed in the
Appendix, however these were not published in time to be included in
the main report
4
About this report
IAB Europe AdEX 2009Published September 2010© IAB Europe
2009. Whilst the mature markets managed small growth despite the
impact of the economic climate, some of the markets in the CEE
region experienced setbacks, with Romania, Slovakia and Croatia’s
online advertising markets showing small declines of up to 5.5%.
However the total advertising industries of these emerging markets
also suffered the greatest impact of the economic conditions with
overall declines of up to 33%, showing that the online industry was
still well outperforming the other advertising channels in this region.
Search remains the leading format in Europe, driving growth in the
sector with a year-on-year growth rate of 10.8% taking it to €6.7
billion; Display remains static with a growth of 0.3% at €4.4 billion;
and Classifieds and Directories drop slightly, with a decline of -1.4%
taking the total invested in this sector to €3.4 billion.
This report provides detailed analysis of what is happening in each of
the formats, along with forecasts based on the AdEx 2009 figures
from our research partner Screen Digest.
€13.2
0
3
6
9
12
15
Billi
on E
uros
2008 2009Source: IAB Europe/Screen Digest ©
€14.7
Total online advertising 2008 & 2009like-for-like growth of 4.5%
European online advertising continued to grow in 2009, despite the
challenging economic climate that severely affected almost every
advertising market in the region.
Total online advertising spend for the 23 countries under
measurement in the IAB Europe network reached €14.7 billion in the
year. This represents a like-for-like growth of 4.5% on the 2008
total of €13.2 billion.
The gap between the values of the online advertising markets in
Europe and the USA has continued to narrow, with the difference
dropping from €3.7 billion in 2008 to €1.6 billion in 2009, reflecting
the strong performance of the European markets in difficult
economic times.
The top six markets in Europe account for 76% of the total value of
the market. Still at 64%, the share of the European online advertising
market attributed to the UK, Germany and France has not changed in
5
Executive summary
IAB Europe AdEX 2009Published September 2010© IAB Europe
Europe
USA
Total online ad spend Europe vs USA2008 & 2009
0
5
10
15
20
2008 2009Source: IAB Europe/Screen Digest ©
Billi
on E
uros
€16.3€16.8
€14.7
€13.2
Between 2008 and 2009 total US online advertising spend actually
decreased from €16.8 to €16.3 billion, compared to the increase in
Europe of €1.5 billion. Most European markets recorded stronger
performance than the US between 2008 and 2009, with Croatia,
Romania and Slovakia the only European markets to record a decline
in spend during this time.
6
Europe and the US
IAB Europe AdEX 2009Published September 2010© IAB Europe
Source: IAB Europe/Screen Digest ©
Total by country 2008 and 2009
Million Euros
0 1000 2000 3000 4000 5000
20092008
Romania
Croatia
Slovenia
Slovakia
Greece
Hungary
Turkey
Finland
Austria
Belgium
Poland
Denmark
Norway
Sweden
Spain
Netherlands
Italy
France
Germany
UK€ 3,834
€ 4,011€ 2,939
€ 1,731€ 3,092
€ 849€ 798
€ 1,760
€ 800€ 815
€ 635€ 683
€ 455€ 467
€ 374€ 401
€ 296€ 263
€ 384
€ 390
€ 280
€ 228
€ 293€ 200
€ 79€ 120€ 108€ 182€ 174
€ 69€ 46€ 85
€ 21€ 20€ 24€ 26
€ 14€ 13
€ 15€ 15
Once again, in 2009 the UK is the largest online advertising market inEurope, with a spend of just over €4 billion. Germany and France arethe only other markets with spend of over a billion.
Each of these countries also recorded like-for-like growth in theregion of 2-5% in Euro terms when compared to 2008 figures.
Looking at share of spend, UK once again dominates, representing
7
27% of the overall online spend across Europe, followed by Germanywith 21% and France with 12%. Italy (6%), the Netherlands (6%) andSpain (5%) are the next largest markets in terms of spend,maintaining the same proportions they had in 2008.
Across the European markets covered in this report, online accountsfor 16.5% of main media spend. However at country level this figureranged from 27.3% in the UK, down to 1.8% in Romania.
The 23 European markets in perspective
Share of total spend by countryMillion Euros
Source: IAB Europe/Screen Digest ©UK €4,011
Germany €3,09221%
France €1,76012%
Netherlands €8156%
Italy €8496%
Spain €683, 5%
Russia €514, 3%
Sweden €467, 3%
Norway €401, 3%
Denmark €384, 3%Switzerland €355, 2%Poland €296, 2%Belgium €293, 2%Austria €228, 2%Finland €182, 1%Turkey €120, 1%Hungary €85, 1%Greece €69, 0%Bulgaria €25, 0%
Slovakia €24, 0%Slovenia €21, 0%
Croatia €15, 0%Romania €13, 0%
27%
Only countries with 2 years of data shown
IAB Europe AdEX 2009Published September 2010© IAB Europe
Looking back over the past challenging year for the industry, the
growth of just 4.5% - compared to 20% in 2008 - reflects the
economic environment. At a country level the average growth rate
was just 6%.
Only four countries recorded double digit growth, with Greece being
the most impressive at 49%, followed by Austria (14%), Poland
(13%) and Turkey (12%). At the other end of the scale, the online
advertising markets in Croatia, Romania and Slovakia actually shrank
in 2009.
We have adjusted the 2008 results using 2009 exchange rates to
provide like-for-like data for the country totals. The UK, Germany
and France are the only countries to break €1 billion in 2009
- a similar result to 2008. Emerging markets such as Romania,
Croatia, Slovenia and Slovakia are small compared to the more
established markets like Spain and the Netherlands.
8
European online advertising industry grew 4.5% in 2009
Source: IAB Europe/Screen Digest ©
Growth by country from 2008 to 2009
Greece
Austri
a
Polan
d
Turke
ySp
ain
Hungary Ita
ly
German
y
Belgium
Finlan
d UK
Swed
en
France
Denmark
Netherl
ands
Slove
nia
Norway
Croati
a
Roman
ia
Slova
kia-10
0
10
20
30
40
50
Average 6%
49%
14% 13%12%
7% 7%6%
5% 5%4%
3% 3% 2% 2% 2% 2%1%
-3%-5% -6%
IAB Europe AdEX 2009Published September 2010© IAB Europe
9
European online advertising industry grew 4.5% in 2009
Source: IAB Europe/Screen Digest ©
0 1000 2000 3000 4000 5000
Romania € 13Croatia
SloveniaSlovakia
BulgariaGreece
HungaryTurkeyFinlandAustria
BelgiumPoland
SwitzerlandDenmark
NorwaySweden
RussiaSpain
NetherlandsItaly
France
GermanyUK
€ 15 € 21 € 24 € 25 € 69 € 85 € 120
€ 182 € 228
€ 293 € 296
€ 355 € 384 € 401
€ 467 € 514
€ 683 € 815
€ 849 € 1760
€ 4011 € 3092
Online advertising spend by country 2009
Million Euros
IAB Europe AdEX 2009Published September 2010© IAB Europe
"Digital advertising is capable of delivering not double, but triple
digit growth if everyone can play their role to the best of their
ability. In particular as an industry, we need to agree on our Key
Performance Indicators, and to find a standardised way to measure
online branding"
Jef Vandecruys, Global Project Leader Digital Connection, Anheuser-Busch InBev
Industry growth -the advertiser’s perspective
10IAB Europe AdEX 2009Published September 2010© IAB Europe
10 before 10 achieved
In June 2008, Alain Heureux, President of IAB Europe predicted that
we were well on the way to achieving a major online advertising
milestone, where online advertising in 10 European countries would
account for at least 10% of overall ad spend by 2010. In spite of the
challenging economic climate, in 2009 this target was surpassed with
15 countries investing 10% or more of their main media spend on
online advertising. In 2008 nine countries met this benchmark, whilst
in 2007 there were only seven.
These results highlight the growing importance of online as part of
the advertising media mix. In fact in 2009 there are five countries -
Netherlands, Sweden, Norway, Denmark and the UK - where online
represents at least 20% of the main media spend. Only eight countries
have an online advertising industry that constitutes less than 10% of
main media spend.
WARC’s main media figures include spend on newspapers,magazines, TV, radio, cinema and outdoor advertising
UK 27.3%
Spending on online advertising as a proportion of main media spend in 2009
Source: IAB Europe/WARC ©
Denmark
Norway
Sweden
Netherlands
GermanyFrance
Switzerland
Finland
PolandSpain
Russia
Belgium
Italy
Hungary
Turkey
Austria
Slovenia
Bulgaria
Croatia
GreeceRomania
25.5%
23.4%
22.6%21.8%
17.8%15.3%
14.0%
14.0%13.4%
12.4%
11.7%
10.6%10.3%
10.1%9.2%
7.5%
6.7%
6.2%6.2%
4.1%
1.8%
% of main media spend
However, it still accounted for 30% of the European online market,
with a spend of €4.4bn across the 23 markets measured.
Search outperformed display last year as the pressures of the
economic conditions encouraged advertisers to focus on achieving
return on investment through direct response formats at the expense
of brand advertising. However as countries in the IAB Europe network
are already reporting a recovery in online display in the first quarter
of 2010 it seems that this trend was only temporary.
In 2008 Classifieds & Directories enjoyed a healthy year-on-year
growth of 17.4%, but this was not repeated in 2009, with the format
actually shrinking in value by -1.4%. This slight decline was driven by
the impact that the recession had on industry sectors that invest in
classifieds: recruitment and real estate. However, Classifieds &
Directories still represented 23% of the ad spend and had a market
value of €3.4bn.
Share of formats 2009Million Euros
Source: IAB Europe/Screen Digest ©
Classifieds &Directories
€3,420, 23%
Search€6,733, 46%
Other€182, 1%
Display€4,011, 30%
Search continued to grow in 2009, posting a 10.8% increase on a
like-for-like basis, although this was down from 26% growth the
previous year. In 2009 search accounted for 46% of online ad
expenditure in the 23 markets measured, with a value of €6.7bn.
Display advertising was flat overall (+0.3%) and was down in most
mature markets: France (-6%), UK (-5%) and (Sweden -5%).
11
Search remained resilient, but display under pressure in 2009
Source: IAB Europe/Screen Digest ©
Growth of formats 2008-2009
-2
0
2
4
6
8
10
12
Classifieds & Directories
DisplaySearch
10.8%
0.3%
-1.4%
IAB Europe AdEX 2009Published September 2010© IAB Europe
Search value and growth
Austri
a
Belgium
Bulgari
a
Croati
a
Denmark
Finlan
d
France
German
y
Greece
Hungary Ita
ly
Netherl
ands
Norway
Polan
d
Roman
iaRu
ssia
Slova
kia
Slove
niaSp
ain
Swed
en
Switz
erlan
d
Turke
y UK
Source: IAB Europe/Screen Digest ©
0
500
1000
1500
2000
2500
Growth 2008-2009
2009 Value
Mill
ion
Euro
s
Gro
wth
%
75
100
50
25
0
-25
12
w Value €6.7 billion
w Accounts for 46% of overall online spend
w Total European like-for-like growth 10.8%
w Top five countries in terms of value: UK, Germany, France,
Netherlands, Spain
w Top five countries in terms of growth: Greece, Croatia, Hungary,
Denmark, Poland
w Only two countries recorded a shrinking search sector in 2009:
Slovakia and Slovenia.
Search
IAB Europe AdEX 2009Published September 2010© IAB Europe
13
Search
2009
2008
Romania
Slovakia
Slovenia
Croatia
Bulgaria
Hungary
Greece
Turkey
Austria
Poland
Finland
Switzerland
Norway
Belgium
Sweden
Denmark
Russia
Italy
Spain
Netherlands
France
Germany
UK € 2,200€ 2,409
Search value by country 2008 and 2009(all data adjusted to 2009 exchange rates)
€ 1,328€ 1,461
€ 525€ 572
€ 400€ 410
€ 324€ 356
€ 285€ 316
€ 255
€ 116€ 149
€ 112€ 125
€ 95€ 105
€ 78€ 96
€ 95
€ 85€ 93
€ 65€ 82
€ 60€ 75
€ 43€ 54
€ 20€ 40
€ 13€ 18
€ 7€ 3€ 5€ 6€ 4€ 4€ 4
€ 1
Source: IAB Europe/Screen Digest © Million Euros
0 500 1000 1500 2000 2500
IAB Europe AdEX 2009Published September 2010© IAB Europe
Laurent is passionate about the role digital can play in building
brands “Online has a huge advantage over some traditional media in
that it can drive sales and build brands simultaneously. Whilst sales
oriented search and direct response activity will never be totally
superseded by brand building online, there will inevitably be a greater
balance between the budgets allocated to each in the future.
Laurent Delaporte, VP of Microsoft Advertising, EMEA
Brand building and the media mix
Today there’s a disconnect between the percentage of ad budgets
allocated to online marketing campaigns and the levels of consumers’
online use. The mission – one that is totally possible and down to the
digital industry to embrace - is to understand how to combine digital
in the ad mix in the most appropriate way for each brand.”
14
Search
-20 0 20 40 60 80 100
-19.5%
-6.7%2.5%
8.1%
9.0%
10.0%
10.6%
10.7%
11.0%
9.9%
11.4%
22.9%
24.8%
24.8%
25.3%
25.8%
27.9%
38.1%
66.2%
100.0%Greece
Croatia
Hungary
Denmark
Poland
Austria
Romania
Turkey
Norway
Sweden
Italy
Belgium
Finland
Germany
Spain
France
UK
Netherlands
Slovakia
Slovenia
Source: IAB Europe/Screen Digest ©
Search growth by country 2008-2009(all data adjusted to 2009 exchange rates)
% Growth
IAB Europe AdEX 2009Published September 2010© IAB Europe
Mill
ion
Euro
s
Gro
wth
%
Growth 2008-20092009 Value
Classifieds & directories value and growth
Source: IAB Europe/Screen Digest ©
0
100
200
300
400
500
600
-40
700
800
-30
-20
-10
0
10
20
30
40
Austria
Belgium
Bulgaria
Croatia
Denmark
Finlan
dFra
nce
German
y
Greece
Hungary Italy
Netherl
ands
Norway
Polan
d
Romania
Russia
Slova
kia
Slove
niaSp
ain
Swed
en
Switz
erlan
dTurke
y UK
15
w Top five countries in terms of growth: Slovenia, Spain, Italy,
Slovakia, Sweden
w Six countries had a shrinking classified sector in 2009: Croatia,
Denmark, Finland, UK, Germany, Belgium
w Value €3.4 billion
w Accounts for 23% of overall online spend
w Total European like-for-like growth -1.4%
w Top five countries in terms of value: UK, France, Germany, Italy,
Netherlands
Classifieds & Directories
IAB Europe AdEX 2009Published September 2010© IAB Europe
0 200 400 600 800 1000
2009
2008
Greece
Romania
Slovenia
Croatia
Bulgaria
Slovakia
Hungary
Turkey
Finland
Spain
Austria
Poland
Russia
Denmark
Belgium
Switzerland
Sweden
Norway
Netherlands
Italy
Germany
France
UK € 802€ 760
€ 686€ 704
€ 656€ 637
€ 170€ 185
€ 171€ 175
€ 157€ 162
€ 144€ 153
€ 136€ 108€ 107
€ 128€ 92
€ 84€ 45€ 47€ 46€ 47€ 40€ 45
€ 36€ 30€ 30€ 30
€ 12€ 12
€ 5€ 5
€ 4€ 7€ 4€ 1€ 1€ 0.01€ 0.01
Classifieds & directories value by country 2008-2009
Source: IAB Europe/Screen Digest © Million Euros
Classifieds & Directories
Source: IAB Europe/Screen Digest ©
Classifieds & directories growth by country 2008-2009(all data adjusted to 2009 exchange rates)
Growth %
-50 -40 -30 -20 -10 0 10 20 30
Croatia
Denmark
Finland
UK
Germany
Belgium
Hungary
Turkey
Romania
Austria
Netherlands
France
Norway
Poland
Sweden
Slovakia
Italy
Spain
Slovenia 29.3%
10.9%
9.0%
8.7%
6.7%
5.5%
3.0%
2.7%
2.1%
0.6 %
0.6 %
0.6 %
0 %
-0.7%
-2.9 %
-5.3 %
-17.5 %
-28.7 %
-40.5 %
16IAB Europe AdEX 2009Published September 2010© IAB Europe
Mill
ion
Euro
s
Gro
wth
%
Growth 2008-20092009 Value
Display value and growth
Source: IAB Europe/Screen Digest ©
Austria
Belgium
Bulgaria
Croatia
Denmark
Finlan
dFra
nce
German
y
Greece
Hungary Italy
Netherl
ands
Norway
Polan
d
Romania
Russia
Spain
Slova
kia
Slove
nia
Swed
en
Switz
erlan
dTurke
y UK0
200
400
600
800
1000
-20
-10
0
10
20
30
17
w Value €4.4 billion
w Accounts for 30% of overall online spend
w Total European like-for-like growth 0.3%
w Top five countries in terms of value: Germany, UK, France, Italy,
Spain
w Top five countries in terms of growth: Austria, Greece, Finland,
Denmark, Poland
w Seven countries had a shrinking display sector in 2009: Norway,
Slovakia, France, Romania, Sweden, UK, Hungary.
Display
IAB Europe AdEX 2009Published September 2010© IAB Europe
0 200 400 600 800 1000
2009
2008
Croatia
Romania
Greece
Turkey
Hungary
Finland
Belgium
Austria
Switzerland
Norway
Denmark
Poland
Russia
Sweden
Netherlands
Italy
France
UK
Germany € 956€ 994
€ 821€ 777
€ 482€ 453
€ 323€ 326
€ 205€ 206
€ 190€ 180
€ 174€ 145€ 158
€ 129€ 141€ 154€ 137
€ 124€ 91€ 103
€ 77€ 81
€ 54€ 59
€ 49€ 49
€ 35€ 37
€ 26€ 29
€ 270Spain € 278
Bulgaria
Slovakia € 15€ 17
€ 14Slovenia € 13
€ 14€ 13€ 12€ 5€ 6
Display value by country 2008 - 2009
Source: IAB Europe/Screen Digest ©Million Euros
18
Display
IAB Europe AdEX 2009Published September 2010© IAB Europe
“Branding is a continuous task for marketers and the basic principles
of marketing apply to campaigns online as well as offline. The brand
manager of a sophisticated luxury brand for example will be looking
to communicate that message online - and publishers need to be
aware of this. Some websites still don't understand this and clutter
their sites - big turn offs for advertisers and users alike”
Tom Bowman, Vice President of Strategy & Operations forGlobal Advertising Sales at BBC Worldwide
Brand building and your audience
Publishers like BBC Worldwide are in the business of selling audience
and, in order to do this effectively, they need to understand attitudes
to different devices (mobile, PC, games console) and then craft the
message to win attention. Successful online brand campaigns, as in
every other medium, rely on understanding the audience and
matching the advertiser, the brand and the message to it”
-12 -9 -6 -3 0 3 6 9 12 15
Norway
Slovakia
France
Romania
Sweden
UK
Hungary
Netherlands
Italy
Spain
Germany
Belgium
Turkey
Croatia
Slovenia
Poland
Denmark
Finland
Greece
Austria 13.4 %
9.6 %
9.4 %
9.4 %
8.9 %
8.6 %
6.2 %
-5.4 %
4.0 %
4.5 %
5.0 %
-5.3 %
-0.047 %
0.2 %
1.0 %
3.1 %
-11.1 %
-9.2 %
-6.0 %
-5.5 %
Display growth by country 2008 - 2009(all data adjusted to 2009 exchange rates)
Source: IAB Europe/Screen Digest ©Growth %
19
Display
IAB Europe AdEX 2009Published September 2010© IAB Europe
“The advertising recession hit hard in 2009, with total UK media
down 11.2%. Against this background, online display held up
relatively well in the UK, recording its first ever annual decline at -
Guy Phillipson, Chairman IAB Europe & CEO IAB UK
5.3%. The star format was undoubtedly video advertising, which grew
a staggering 140%. And with continued strong growth in social
media, the UK can look forward to a healthy overall increase in 2010”
Mill
ion
Euro
s
DisplayClassifieds & DirectoriesSearchOther
Spend by format and by country: Western Europe
UK
Germ
any
Fran
ce
Italy
Net
herla
nds
Spain
Swed
en
Nor
way
Denm
ark
Switz
erlan
d
Belg
ium
Austr
ia
Finlan
dSource: IAB Europe/Screen Digest ©
Other
Search
Classifieds
Display
€65.9
€2408.9
€759.7
€776.7
€1461.2
€636.5
€993.9
€30.8
€572.0
€704.4
€453.0
€21.6
€316.4
€185.3
€326.0
€24.5
€410.0
€175.0
€205.6
€3.9
€356.4
€44.7
€278.3
€9.1
€124.7
€153.4
€179.7
€6.1
€95.6
€161.7
€137.2
€2.5
€148.9
€91.5
€140.6
€95.1
€136.4
€123.9
€104.7
€107.4
€80.7
€3.2
€75.2
€46.6
€103.0
€93.5
€29.9
€58.7
0
1000
2000
3000
4000
5000
Greec
e
€40.0
€0.0
€28.5
20
GermanyAs was the case in 2008, Germany is the second largest market
overall. Germany has the most valuable display sector - worth €994
million, however in terms of proportional spend, this only accounts
for 32% of the overall online ad spend. Search is the dominant
category, with 47% of overall online spend, with Classifieds &
Directories at 21%. The German online advertising market also
managed a small growth despite the fact that the advertising market
as a whole saw a decline of -9.3%,
UKThe UK is the largest market by spend of the 23 countries covered in
this report, with a value of just over €4 billion in 2009. The UK also
recorded the highest proportional spend for online - 27.3% of total
main media spend. Search is the dominant category in the UK,
accounting for 60% of total online spend, and making the UK the
country with the highest proportion of online ad spend in this category.
The UK online advertising market managed a 3.2% like-for-like growth
when the rest of the advertising market saw a decline of -11.5%
Regional and country detail Western Europe
2009 Online Ad Spend €4,011 m
2008-2009 online ad spend growth 3.2%
2009 main media spend (WARC) €14,714 m
Online as a proportion of main media spend (WARC) 27.3%
2009 Online Ad Spend €3,092 m
2008-2009 online ad spend growth 5.2%
2009 main media spend (WARC) €17,391 m
Online as a proportion of main media spend (WARC) 17.8%
IAB Europe AdEX 2009Published September 2010© IAB Europe
21
SpainSpain had the third highest proportional spend on Search in Europe, at
52%. Display is the second largest category at 41%, whilst Classifieds
& Directories account for only 7% of online spend. Growth was just
above average at 7.1% and achieved when the advertising market as a
whole saw a decline of -20%. As online still only accounts for 12.4%
of main media spend there is still room for strong growth.
SwedenAt 22.6% Sweden has the third highest proportion of online spend as
part of the overall main media mix. Display accounts for 38% of
spend, followed by Classifieds & Directories (33%) and Search (27%).
The modest growth of 2.7% in online advertising was achieved in a
year where the advertising market as a whole saw a decline of -13.4%.
NorwayNorway has the second highest proportion of main media spend
devoted to online - 23.4%. The majority of spend, 40%, goes on
Classifieds & Directories. This is the highest proportion in Europe, a
position shared with France where 40% of spend also goes towards
Classifieds & Directories. Display represents 34% of online spend in
Norway, while Search accounts for just 24%.
FranceFrance, along with Norway, has the largest classified market in terms
of proportional spend (both 40%), and the second largest after the
UK in terms of spend (€704m). Search is the second most popular
category at 32%, followed by Display at 26%. The online advertising
market in France managed a small growth despite the fact that the
advertising market as a whole saw a decline of -12.5%
ItalyItaly is the fourth largest market in Europe, maintaining its position
from 2008. Display is the dominant sector, but only by 1% in
proportional spend terms accounting for 38% of the spend compared
to Search on 37%. Classifieds & Directories come a distant third at
22%. However as online still represents only 10.3% of main media
spend, considerably below many other Western European markets,
there is still room for industry growth in the near future.
NetherlandsThe Netherlands is the fifth largest market in terms of spend. As one
of the most mature European markets, the Netherlands saw little
growth in online advertising spend in 2009 - just 1.8%. This was
achieved despite the advertising market as a whole declining by -13.1%
in the same period. Search is the predominant category, accounting
for 50% of spend, followed by Display (25%) and Classifieds &
Directories (21%). 21.8% of the Netherlands main media spend goes
towards online, which is the fifth largest proportion in Europe.
Regional and country detail Western Europe
2009 Online Ad Spend €1,760 m
2008-2009 online ad spend growth 2.2%
2009 main media spend (WARC) €11,525 m
Online as a proportion of main media spend (WARC) 15.3%
2009 Online Ad Spend €683 m
2008-2009 online ad spend growth 7.1%
2009 main media spend (WARC) €5,502 m
Online as a proportion of main media spend (WARC) 12.4%
2009 Online Ad Spend €849 m
2008-2009 online ad spend growth 6.4%
2009 main media spend (WARC) €8,259 m
Online as a proportion of main media spend (WARC) 10.3%
2009 Online Ad Spend €467 m
2008-2009 online ad spend growth 2.7%
2009 main media spend (WARC) €2,069 m
Online as a proportion of main media spend (WARC) 23%
2009 Online Ad Spend €401 m
2008-2009 online ad spend growth 1.4%
2009 main media spend (WARC) €1,714 m
Online as a proportion of main media spend (WARC) 23.4%2009 Online Ad Spend €815 m
2008-2009 online ad spend growth 1.8%
2009 main media spend (WARC) €3,746 m
Online as a proportion of main media spend (WARC) 21.8%
IAB Europe AdEX 2009Published September 2010© IAB Europe
22
FinlandThe Finnish online advertising market is worth €182 million in 2009,
which represents14% of main media spend. Search represents 51% of
online spend, followed by Display (32%) and Classifieds & Directories
(16%).
IrelandIreland is the second smallest market in Western Europe, worth
€97.2 million in 2009. Search represents 46% of online spend,
followed by Classifieds & Directories (27%) and Display (26%). This is
the first year that data from Ireland has been included in the AdEx
report, so there is no growth data available. There is no WARC data
available for Ireland. The data from Ireland was received after initial
publication, and is therefore not included in the other calculations in
this report.
GreeceGreece was the fastest growing market in Europe in 2009 by a
considerable margin, recording an increase of 48.9%, although the
overall market value is small, and online represents only 4.1% of
main media spend. Greece is the only European market that recorded
no spend on Classifieds & Directories in 2009, instead spending 58%
on Search and 42% on Display advertising.
DenmarkOne quarter of Denmark's main media spend goes to online - the
second highest proportion in Europe. Search accounts for 39% of
spend, closely followed by Display (37%), with Classifieds &
Directories on 22%.
SwitzerlandSwitzerland is a new market for this report, so no growth figures are
available. The Classifieds & Directories market accounts for 38% of
total online spend, the second highest proportion in Europe. Display
accounts for 35%, and search 27%.
BelgiumBelgium devotes 10.6% of main media spend to online. Classifieds &
Directories account for 37%, Search 36% and Display 28%.
AustriaAlthough Austria recorded the best growth rate in Western Europe, and
the second highest growth rate overall (14%), online still only accounts
for 7.5% of main media spend. Display is the dominant format (40%),
followed by Search (33%) and Classifieds & Directories (20%).
Regional and country detail Western Europe
2009 Online Ad Spend €384 m
2008-2009 online ad spend growth 2%
2009 main media spend (WARC) €1,507
Online as a proportion of main media spend (WARC) 25.5%
2009 Online Ad Spend €182 m
2008-2009 online ad spend growth 4.4%
2009 main media spend (WARC) €1,296 m
Online as a proportion of main media spend (WARC) 14%
2009 Online Ad Spend €355 m
2009 main media spend (WARC) €2,531 m
Online as a proportion of main media spend (WARC) 14%
2009 Online Ad Spend €97.2 m
2009 Online Ad Spend €228 m
2008-2009 online ad spend growth 14%
2009 main media spend (WARC) €3,039 m
Online as a proportion of main media spend (WARC) 7.5%
2009 Online Ad Spend €293 m
2008-2009 online ad spend growth 4.6%
2009 main media spend (WARC) €2,753 m
Online as a proportion of main media spend (WARC) 10.6%
2009 Online Ad Spend €69 m
2008-2009 online ad spend growth 48.9%
2009 main media spend (WARC) €1,654
Online as a proportion of main media spend (WARC) 4.1%
IAB Europe AdEX 2009Published September 2010© IAB Europe
23
Mill
ion
Euro
s
DisplayClassifieds & DirectoriesSearchOther
Spend by format and by country: Central and Eastern Europe
Russi
a
Polan
d
Turk
ey
Hunga
ry
Bulg
aria
Slova
kia
Slove
nia
Croa
tia
Rom
ania
Source: IAB Europe/Screen Digest ©
Other
Search
Classifieds
Display
€255.5
€84.2
€174.1
€8.4
€82.4
€47.0
€158.4
€53.8
€29.8
€36.8
€4.7
€18.5
€12.4
€49.1
€6.6
€4.0
€14.0
€3.8
€5.2
€15.3
€0.9
€4.5
€1.2
€14.0
€5.0
€4.0
€5.7
€0.2
€0.6
€0.01
€12.3
0
100
200
300
400
500
600
PolandThe Polish online market had the third highest growth rate in 2009 of
12.7%, and online also accounts for 13.4% of main media spend -
comparable to some markets in Western Europe. Display is by far the
most popular category, accounting for 53% of online spend, followed
at a distance by Search (28%) and Classifieds & Directories (16%).
RussiaRussia makes its first appearance in this year's report, so no growth
data is available. Russia is the largest CEE market, worth €514
million. Online also represents 11.7% of main media spend - a figure
higher than some more established markets such as Belgium and
Italy. Search accounts for half of Russia's online ad spend, followed
by Display (34%) and Classifieds & Directories (16%).
Regional and country detail Central and Eastern Europe
2009 Online Ad Spend €514 m
2009 main media spend (WARC) €4,405 m
Online as a proportion of main media spend (WARC) 11.7%
2009 Online Ad Spend €296 m
2008-2009 online ad spend growth 12.7%
2009 main media spend (WARC) €2,210 m
Online as a proportion of main media spend (WARC) 13.4%
Although overall online ad spend is low in this region compared to Western Europe, three of the four fastest growing online markets all come fromthis region - Greece, Turkey and Poland.
IAB Europe AdEX 2009Published September 2010© IAB Europe
24
SloveniaSlovenia is the third smallest online advertising market in Europe,
and the only one of these three markets to record growth, albeit only
of 1.6%. Proportionally it has the second largest Display market, at
68% of online spend. Search accounts for 22% of spend, and
Classifieds & Directories just 6%.
CroatiaThe value of the online advertising market in Croatia fell by 2.7% in
2009, making it the second smallest market in Europe. However there
is a reasonable balance between formats with 39% spent on Display,
34% on Search and 29% on Classifieds & Directories.
RomaniaRomania is the smallest online advertising market in Europe, with
just €13 million, representing a decline of 4.5% since 2008. It also
has the smallest proportion of main media spend devoted to online,
just 1.8%. Romania has the highest proportional spend on Display in
Europe, accounting for 94% of the total market. Search accounts for
4% and Classifieds & Directories just 0.1%.
TurkeyTurkey was the fourth fastest growing market in Europe in 2009,
with a growth rate of 11.7%, and online already represents 9.2% of
main media spend. Search accounts for 45% of online spend, followed
by Display (31%) and Classifieds & Directories (25%).
HungaryAlthough the online advertising market in Hungary is one of the
smallest in Europe, the market value of €85 represents 10.1% of main
media spend. The market grew at just over the European average rate
in 2009. 58% of online spend goes to Display advertising, followed at
some distance by Search (22%) and Classifieds & Directories (15%).
BulgariaThis is the first year Bulgaria has appeared in this report, so no trend
data is available. Online ad spend in Bulgaria accounts for just 6.2% of
main media spend. Display is the dominant format, accounting for 57%
of spend, followed by Search (27%) and Classifieds & Directories (16%).
Regional and country detail Central and Eastern Europe
2009 Online Ad Spend €120 m
2008-2009 online ad spend growth 11.7%
2009 main media spend (WARC) €1,313 m
Online as a proportion of main media spend (WARC) 9.2%
2009 Online Ad Spend €25 m
2009 main media spend (WARC) €395
Online as a proportion of main media spend (WARC) 6.2%
2009 Online Ad Spend €85 m
2008-2009 online ad spend growth 6.8%
2009 main media spend (WARC) €843 m
Online as a proportion of main media spend (WARC) 10.1%
2009 Online Ad Spend €24 m
2008-2009 online ad spend growth -5.5%
2009 Online Ad Spend €21 m
2008-2009 online ad spend growth 1.6%
2009 main media spend (WARC) €305 m
Online as a proportion of main media spend (WARC) 6.7%
2009 Online Ad Spend €15 m
2008-2009 online ad spend growth -2.7%
2009 main media spend (WARC) €239 m
Online as a proportion of main media spend (WARC) 6.2%
IAB Europe AdEX 2009Published September 2010© IAB Europe
SlovakiaAt -5.5% Slovakia recorded the largest decline in online ad spend in
2009. However, online still outperformed the advertising market as a
whole, which declined by -32.7% in the same period. The majority of
online ad spend went towards Display (63%), followed by Classifieds
& Directories (21%) and Search (15%).
2009 Online Ad Spend €13 m
2008-2009 online ad spend growth -4.5%
2009 main media spend (WARC) €710 m
Online as a proportion of main media spend (WARC) 1.8%
25
However, even in the most mature Western European markets like the UK,Sweden or Germany, online advertising is set to outperform the overalladvertising markets. In Germany, online advertising will grow by 9.5% in2010 whereas the overall advertising market will post a 3.2% increase.
Online advertising trends are not just an East-West affair. There aresignificant contrasts within the Big Five European advertising markets(France, Germany, Italy, Spain, UK). Online advertising still commands arelatively low market share in Italy and Spain, allowing these markets togrow double-digit in 2010 and beyond as the budget migration from othermedia to online is still in full swing.
In terms of segments, paid-for search is still driving digital advertising,with double-digit growth in most of Europe, where advertisers of all sizesand categories are valuing it as an effective and cost-efficientcommunication channel. Google reported UK revenues up 17% year-on-year like-for-like in the first half of 2010, while ‘rest-of-the world’
Forecasting the European Market
Screen Digest expects online advertising to resume double-digit growth in 2010 and 2011By Vincent Létang and Daniel Knapp, senior analysts, advertising research
Display bounces back
-5
0
5
10
15
20
2011
2010
2009
Classifieds & DirectoriesSearchDisplayTotal online advertising
Online advertising growth by format Europe
4.5%
10.8%10.1%
0.3%
7.9%
9.5%
10.8%
15.1%
12.9%
-1.4%
6.0%
4.9%
Source: IAB Europe/Screen Digest ©
IAB Europe AdEX 2009Published September 2010© IAB Europe
Following the 2009 recession, the advertising market is recovering acrossEurope, and across most media categories. Screen Digest is forecastingWestern Europe to grow by 3.7% for all media ad spend while Central andEastern European markets will see an aggregate growth of 5%.
As for online advertising, recovery means re-acceleration from 4.5%growth in 2009 to 10.8% in 2010, outperforming all other mediacategories once again, although the gap in growth rates is narrowing. Thisis the consequence of maturity of online and the fact that television isbouncing back strongly this year, driven by the World Cup and thehistorically cheap rates reached at the end of last year.
Online advertising growth will be particularly strong in Central andEastern Europe. In this region, a combination of expanding broadbandinfrastructure, improved audience measurement and low basis in terms ofonline ad spend per capita €3 compared to €34 in Western Europe leaves alot of room for growth.
26
Forecasting the European Market
0
5
10
15
20
2011
2010
2009
UKSpainItalyGermanyFrance
2.2%
7.7%
12.0%
Total online advertising growth by country
7.5%
9.5%
5.2%
3.2%
13.6%
12.3%
7.1%
17.5%
11.5%
6.4%
9.5%
7.1%
Source: IAB Europe/Screen Digest ©
revenues were up 24%. Although we believe Google’s display formats andrevenues, non-European markets have grown even more strongly, ScreenDigest modelling suggests 2010 growth for paid-for search will bebetween 10% and 30% in continental Europe, and around 13% in the UK,despite the fact that the UK is one of the world’s most saturated searchmarket. Alongside Central and Eastern Europe, we expect Scandinaviancountries to experience the highest growth rates in search in the mid-term. In Scandinavia, strong online directories from the pre-Google erahave long hindered the rapid uptake of search advertising, but budgets areincreasingly migrating from directories to search.
However the main feature of internet advertising this year and next isprobably the perspective of renewed online display growth after a severeslowdown in 2009. This is part of a general return to brand advertising,also benefitting television and outdoor in particular, after almost twoyears of focusing on traffic and direct, ROI-oriented short termmarketing. Although CPMs and CPCs are flat or still going down in mostformat categories, many publishers are successful in limiting the erosionof ‘premium’ CPMs, while ‘remnant’ inventory is increasingly sold usingtargeting technologies that make it cost-efficient and attractive for somecategories of advertisers. Revenue growth is thus not generated by
increased prices in each format, but by the fact that the market’s centreof gravity is drifting towards higher-value formats like video, mobile,special high visibility banner formats and sponsorship. Networkconsolidation is also happening in most territories. It is welcomed by thebuying side, which likes to see fragmentation and transaction costs goingdown and generating economies of scale in trading. Ad exchanges arecoming of age as the next step in display trading.
But traditional, CPM-based display still has room for growth, as manymainstream advertisers, for instance in FMCG who had delayed or sloweddown their display uptake in 2009, are returning strongly this year. Theyare further encouraged by the widespread availability of video inventory,most notably catch-up pre-rolls which are often planned alongsidebroadcast TV, and the shift of video sharing sites towards professionalcontent consumption.
In 2010-2011, many mainstream global advertisers are also gearing uptheir use of social media, acknowledging user-friendly buying mechanismsand the fact that 500 million Facebook users cannot be ignored by anyglobal brand. The 2010 FIFA World Cup was also the first time the internetplayed a massive role in global campaign alongside television.
IAB Europe AdEX 2009Published September 2010© IAB Europe
27
The UK was the biggest contributor in 2009, accounting for 45% of
online TV ad revenue in the big five, reflecting that online TV
services from the major commercial broadcasters are now well
established. However, it is worth noting that online TV consumption
remains well below traditional TV – in 2009 the average weekly
traditional TV viewing per capita in the UK was around 26 hours
according to BARB, compared with just 0.6 hours for online TV and
UGC combined.
As well as distributing content on their own ad-supported services,
two of the UK broadcasters are making full-length programmes
available via YouTube to find a wider audience for their content.
Under these affiliate deals, the broadcasters maintain control of ad
sales to avoid competing on inventory for the same content and
eroding CPMs.
European broadcasters are also extending the reach of their ad-
supported content across internet-connected living room devices,
agreeing deals with consumer electronics manufacturers to make
their content available over-the-top (OTT) to TVs, Blu-ray players
Online video consumption in Western Europe is dominated by user-
generated content (UGC) but professionally produced content offers
much better opportunities for monetisation. Consequently, online TV
accounts for a disproportionately high share of revenue: in the ‘big
five’ European territories – France, Germany, Italy, Spain and the UK
– online TV represented 64% of online video revenue in 2009 despite
only amounting to 7% of total online video streams/downloads.
Advertising is the prevailing business model in the online TV market,
generating 67% of revenue, which is indicative of efforts by
commercial broadcasters in Europe to extend their traditional
business online by offering programming on a ‘catch-up’ basis after
linear transmission. In 2009 revenue from online TV advertising
almost doubled in the big five reaching €252m, up from €136m in
2008, with broadcasters – having access to the catch-up TV content
that drives consumption and being able to leverage existing
relationships with advertisers – accounting for the lion’s share (73%
in 2009).
Forecasting the European Market
By Marie Bloomfield, analyst, broadband media
Broadcasters drive growth in online TV ad revenue
0
20
40
60
80
10020102009
UKSpainItalyGermanyFrance
28.3
48.0
35.6
50.0
4.9
48.4
5.79.2
60.7
96.2
Online TV advertising revenues (€m)
Source: Screen Digest and comScore
IAB Europe AdEX 2009Published September 2010© IAB Europe
28
Forecasting the European Market
Online TV advertising revenues as a share of online and TV ad spend 2009
0
1
2
3
4
5
6
7
8
Share of TV ad spend
Share of online ad spend
UKSpainItalyGermanyFrance
Source: IAB Europe/Screen Digest ©
6.2%
0.9%
3.6%
1.0%
1.8%
0.1%
1.9%
0.2%
7.6%
1.8%
and games consoles. Well ahead of their US counterparts, eight major
broadcasters in the big five had agreed deals with third party vendors
to ‘carry’ their free-to-view online TV content before the start of
2010; and they have recently been joined by ProSieben. Of the US
broadcasters, only CBS has adopted a similar approach. By contrast
Hulu, online TV joint venture from ABC, Fox and Disney, announced in
July 2010 that it will be available via a range of connected devices
but only for users paying a monthly fee.
In addition, broadcasters in Europe are collaborating to launch their
own device-based platforms for online TV to boost consumption of the
ad-supported content they offer online. In the UK, all four of the major
local broadcasters are also investing in hybrid DTT/OTT initiative
Project Canvas, a joint venture that aims to launch a platform for
online TV content and linear channels in 2011. Five was also an early
partner but recently pulled out. While in Germany, RTL and ProSieben
have announced plans to launch an open platform for online TV,
offering a single point of access on the web for broadcaster catch-up
programming. Separately, several German and French broadcasters are
engaged with Hbb TV, intended to harmonise broadcast and broadband
content delivery to the living room.
There are no equivalent propositions in Southern Europe, where
broadcasters have generally been slower to launch expansive ad-
supported online TV services. Consequently, Spain and Italy generated
comparatively little online TV advertising revenue in 2009. However,
the Italian market is expected to grow significantly year-on-year in
2010 due in large part to Mediaset. Despite only launching its catch-
up service in January 2010, the broadcaster has already pulled ahead
of its rivals in terms of monetisation of online video thanks to a
relatively high ad load for long-form content; three pre-rolls and two
to three mid-rolls every 20 minutes.
In Spain, where the advertising crisis has hobbled the emerging
online TV business, ad loads are often much lower – a single pre-roll
per TV show, if any. However, as the advertising market recovers it is
anticipated that ad loads will increase and online TV CPMs are actually
expected to rise heading into 2011 while they decline in the rest of
the big five European territories.
IAB Europe AdEX 2009Published September 2010© IAB Europe
29
has trouble exiting the lucrative messaging ditch it carved for itself;
LG and Samsung will play it safe with multiple operating systems; and
as for Microsoft and Palm/HP, 2010 is about restructuring an offer
rather than a power demonstration.
Operator’s practices with data charging must also be kept in check to
avoid bill shock. Operators still have to deal with the schizophrenia of
offering powerful advertising solutions and respecting the users’
permissions/privacy/preferences. With search firmly within the
grasp of online incumbents and display following the same path,
messaging remains a great opportunity for operators. However they
need to work on allowing their inventories to open up, since
advertisers usually avoid dealing with operator fragmentation. In this
light, infrastructure vendors might have a substantial opportunity if
they offer operators the right tools.
The year ahead promises more of the same consolidation, growth and
maturation. We can expect operators and tech companies to keep on
preparing for the significant growth ahead, and mobile to integrate
further into advertisers’ digital advertising arsenal.
From a demand side perspective, the smartphone environment is
bringing scale, creativity and usability. On top of being a great channel
for CRM and social media and a return-channel for other media
(typically TV), mobile advertising is now establishing itself in the
display and search environment. Some challenges remain however:
fragmentation of standards and currencies; absence of independent
third-party ad-serving and reliance on operators for data and campaign
reporting. In terms of audience measurement, the deal between
comScore and GSMA to aggregate operators’ data on mobile internet
usage is a major breakthrough but it only applies in the UK so far.
The past 12 months have paved the way for a maturing period inmobile advertising. Can everyone win?
If there were any doubts last year about the strategic importance of
mobile in the future of advertising, they were most likely wiped clean
after the market events of the past 12 months.
After an important peak in funding in 2008, 2009 was more about
venture exits and bigger players making their moves. Between July 2009
and June 2010, mobile advertising saw at least 28 acquisition deals,
twice the number of deals for the previous 12 months. If Google
(AdMob) and Apple (Quattro Wireless) stood out, we should also
mention companies such as Orange (Unanimis), Nokia (Acuity Mobile) or
Velti (Media Cannon) who were active and will likely continue to be so.
The consolidation in mobile advertising essentially underlines a path
towards maturity for mobile advertising. Despite its small size (IAB
UK estimated mobile ad spend to be £38m i.e. around 1% of overall
digital media spend), mobile advertising seems to be taking off at
last in 2009: +32% year-on-year like-for-like in the UK in 2009.
Now that formats and metrics have started to fall in place, now is the
time for scaling and increasing budgets. For advertisers, the key
challenge will become to cope with regional environments that might
provide very different usages for the mobile device: for example,
countries with a high smartphone penetration will be better suited for a
mobile app strategy, while emerging markets will still favour SMS.
Smartphone advertising in 2010-2011 will likely remain a two-horse
race between Apple’s iAds and Google’s Android + AdMob combo.
Nokia-backed Symbian doesn’t leverage its high shipment volumes
either from developer interest or user data consumption; BlackBerry
Forecasting the European Market
By Julien Theys, senior analyst, mobile media
Mobile advertising comes of age
2008 2009 2010 2011 2012 2013 2014
Handset Shipments (m) 290 289.6 297.8 303.4 298.8 302.1 307.9
Smartphone share of handset market 11.3% 14.8% 19.8% 22.7% 26.2% 29.2% 32.5%
IAB Europe AdEX 2009Published September 2010© IAB Europe
30
We would like to thank IAB Europe member comScore for providing us with this data from December 2009
Top 10 properties
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 4,544 100.0
Google Sites 3,546 78.0
Microsoft Sites 2,403 52.9
FACEBOOK.COM 1,677 36.9
Wikimedia Foundation Sites 1,621 35.7
eBay 1,451 31.9
Amazon Sites 1,274 28.0
United-Internet Sites 1,208 26.6
Yahoo! Sites 1,169 25.7
Otto Gruppe 1,086 23.9
ORF.AT 1,034 22.8
AUSTRIATotal Unique Visitors (000) % Reach
Total Internet : Total Audience 50,771 100.0
Google Sites 40,850 80.5
Microsoft Sites 28,274 55.7
Deutsche Telekom 26,166 51.5
eBay 25,679 50.6
ProSiebenSat1 Sites 24,155 47.6
United-Internet Sites 22,110 43.5
Wikimedia Foundation Sites 22,032 43.4
Amazon Sites 21,866 43.1
AOL LLC 20,848 41.1
Hubert Burda Media 19,346 38.1
GERMANY
Total Unique Visitors (000) % ReachTotal Internet : Total Audience 5,545 100.0Google Sites 5,187 93.5Microsoft Sites 4,709 84.9FACEBOOK.COM 3,470 62.6Wikimedia Foundation Sites 2,152 38.8Belgacom Group 1,927 34.8Yahoo! Sites 1,724 31.1eBay 1,685 30.4Telenet Sites 1,642 29.6NETLOG.COM* 1,595 28.8De Persgroep 1,275 23.0
BELGIUMTotal Unique Visitors (000) % Reach
Total Internet : Total Audience 1,858 100.0
Google Sites 1,614 86.8
Microsoft Sites 1,225 65.9
FACEBOOK.COM 1,071 57.6
Yahoo! Sites 876 47.2
AOL LLC 829 44.6
eBay 640 34.4
Wikimedia Foundation Sites 637 34.3
Ask Network 531 28.6
Amazon Sites 473 25.4
Apple Inc. 466 25.1
IRELAND
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 3,476 100.0
Google Sites 3,135 90.2
Microsoft Sites 2,609 75.1
FACEBOOK.COM 2,421 69.7
Eniro Sites 1,293 37.2
DR.DK 1,260 36.2
eBay 1,190 34.2
XTV2 Danmark 1,147 33.0
XJP Politiken Hus 1,134 32.6
XWikimedia Foundation Sites 1,095 31.5
Yahoo! Sites 957 27.5
DENMARKTotal Unique Visitors (000) % Reach
Total Internet : Total Audience 20,953 100.0
Google Sites 19,150 91.4
Microsoft Sites 15,585 74.4
FACEBOOK.COM 14,815 70.7
Telecom Italia 11,611 55.4
Yahoo! Sites 11,549 55.1
WIND Telecomunicazioni 9,714 46.4
eBay 9,382 44.8
Wikimedia Foundation Sites 8,947 42.7
Ask Network 5,609 26.8
eMule (App) 5,456 26.0
ITALY
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 3,260 100.0
Google Sites 2,899 88.9
Microsoft Sites 2,422 74.3
FACEBOOK.COM 2,193 67.3
SanomaWSOY 1,958 60.1
Wikimedia Foundation Sites 1,679 51.5
Eniro Sites 1,635 50.2
ILTALEHTI.FI 1,510 46.3
MTV3.FI 1,331 40.8
IRC-GALLERIA.NET 1,247 38.2
YLE.FI 1,105 33.9
FINLAND
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 44,127 100.0
Google Sites 36,757 83.3
Microsoft Sites 33,478 75.9
FACEBOOK.COM 25,149 57.0
Orange Sites 23,090 52.3
Iliad - Free.fr Sites 20,819 47.2
Yahoo! Sites 19,671 44.6
Wikimedia Foundation Sites 18,829 42.7
Comment Ca Marche 18,359 41.6
Groupe PPR 18,212 41.3
Groupe Pages Jaunes 17,847 40.4
FRANCE
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 11,964 100.0
Google Sites 10,654 89.0
Microsoft Sites 9,879 82.6
Hyves 7,654 64.0
SanomaWSOY 7,021 58.7
eBay 6,304 52.7
Publieke Omroep 5,608 46.9
Wikimedia Foundation Sites 5,219 43.6
Telegraaf Media Groep 4,341 36.3
KPN 4,095 34.2
Bol Sites 3,498 29.2
NETHERLANDS
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 3,095 100.0
Google Sites 2,642 85.4
Microsoft Sites 2,498 80.7
Schibsted (Anuntis-Infojobs-20minutos) 2,259 73.0
FACEBOOK.COM 2,153 69.6
Eniro Sites 1,453 46.9
Telenor 1,350 43.6
AS Avishuset Dagbladet 1,294 41.8
Wikimedia Foundation Sites 1,260 40.7
NRK Sites 1,021 33.0
TV2 Sites 897 29.0
NORWAY
IAB Europe AdEX 2009Published September 2010© IAB Europe
Source: comScore – Data in above charts is for age 15+except for UK, France, Germany and Spain which is age 6+
2531
Top 10 properties
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 21,637 100.0
Google Sites 18,396 85.0
Microsoft Sites 17,082 78.9
FACEBOOK.COM 10,671 49.3
Yahoo! Sites 10,535 48.7
Wikimedia Foundation Sites 8,934 41.3
Grupo Prisa 8,635 39.9
RCS Media Group 8,466 39.1
Vocento 8,169 37.8
Schibsted (Anuntis-Infojobs-20minutos) 7,949 36.7
Terra - Telefonica 7,912 36.6
SPAIN
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 5,768 100.0
Google Sites 5,302 91.9
Microsoft Sites 4,951 85.8
Schibsted (Anuntis-Infojobs-20minutos) 4,080 70.7
FACEBOOK.COM 3,832 66.4
Bonnierförlagen 3,074 53.3
Eniro Sites 2,929 50.8
Wikimedia Foundation Sites 2,327 40.3
BLOGG.SE 2,229 38.6
Swedbank 1,993 34.5
Spotify 1,975 34.2
SWEDEN
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 4,519 100.0
Google Sites 4,217 93.3
Microsoft Sites 3,492 77.3
FACEBOOK.COM 2,643 58.5
Swisscom Sites 1,950 43.2
Wikimedia Foundation Sites 1,891 41.8
Yahoo! Sites 1,668 36.9
Apple Inc. 1,504 33.3
MIH Limited 1,337 29.6
eBay 1,228 27.2
Deutsche Telekom 1,189 26.3
SWITZERLAND
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 20,579 100.0
Google Sites 19,204 93.3
Microsoft Sites 18,431 89.6
FACEBOOK.COM 17,128 83.2
Dogan Online 12,158 59.1
Milliyet Group 9,213 44.8
BLOGCU.COM 9,132 44.4
Mynet A.S. 8,612 41.8
Hurriyet Internet Group 8,193 39.8
Nokta Internet Teknolojileri 7,723 37.5
Wikimedia Foundation Sites 7,111 34.6
TURKEY
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 3,825 100.0
Google Sites 3,572 93.4
Microsoft Sites 3,428 89.6
Portugal Telecom 2,385 62.3
HI5.COM 2,252 58.9
Yahoo! Sites 1,349 35.3
UOL 1,320 34.5
Wikimedia Foundation Sites 1,306 34.1
Grupo Impresa 1,251 32.7
iG Sites 1,202 31.4
WordPress 1,154 30.2
PORTUGAL
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 36,589 100.0
Yandex 22,124 60.5
Mail.Ru Sites 21,453 58.6
Google Sites 19,451 53.2
Vkontakte 17,127 46.8
RosBusinessConsulting 16,023 43.8
Rambler Media 13,875 37.9
AOL LLC 13,714 37.5
BitTorrent Network 10,651 29.1
Microsoft Sites 10,309 28.2
Wikimedia Foundation Sites 9,864 27.0
RUSSIA
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 42,258 100.0
Google Sites 38,944 92.2
Microsoft Sites 34,591 81.9
FACEBOOK.COM 32,415 76.7
Yahoo! Sites 25,650 60.7
eBay 22,936 54.3
BBC Sites 21,156 50.1
Amazon Sites 19,101 45.2
Wikimedia Foundation Sites 17,570 41.6
Ask Network 16,993 40.2
AOL LLC 15,739 37.2
UK
IAB Europe AdEX 2009Published September 2010© IAB Europe
Source: comScore – Data in above charts is for age 15+except for UK, France, Germany and Spain which is age 6+
2632
We would like to thank IAB Europe member The Nielsen Company for providing us with this data from 2009
Top 10 ad publisher sites by ad impressions
Rank Site % of Total Ad Impressions
1 News Networld 19.3%
2 Krone 13.2%
3 VOL Vorarlberg Online 6.8%
4 willhaben 6.5%
5 ORF 6.5%
6 oe24 5.3%
7 Austria.com 4.4%
8 HEROLD 4.0%
9 Kurier Online 2.9%
10 Geizhals 2.7%
Source: The Nielsen Company
AUSTRIARank Site % of Total Ad Impressions
1 T-Online 25.5%
2 Bild.de 7.6%
3 wer-kennt-wen 7.1%
4 mobile 3.5%
5 GMX 3.4%
6 eBay 3.3%
7 Spiegel Online 3.2%
8 Web 2.8%
9 MSN 2.4%
10 Yahoo 2.1%
Source: The Nielsen Company
GERMANY
Rank Site % of Total Ad Impressions
1 7Sur7 20.2%
2 HLN 17.9%
3 Skynet Belgacom 10.4%
4 2dehands 3.3%
5 Vlan 3.3%
6 Gazet van Antwerpen 2.8%
7 Corelio - De Standaard 2.7%
8 Hebbes 2.6%
9 Le Soir 2.5%
10 Nieuwsblad 2.5%
Source: The Nielsen Company
BELGIUMRank Site % of Total Ad Impressions
1 Libero 14.0%
2 Tiscali 10.0%
3 Alice/Virgilio 9.9%
4 Repubblica 8.9%
5 Corriere della Sera 6.5%
6 Yahoo 4.3%
7 TGcom 3.2%
8 Il Meteo 3.1%
9 MSN 3.1%
10 Gazzetta 2.0%
Source: The Nielsen Company
ITALY
Rank Site % of Total Ad Impressions
1 TV2 13.0%
2 Ekstra Bladet 11.3%
3 Den Bla Avis 6.9%
4 BT 5.7%
5 Jubii 5.2%
6 Eniro 4.9%
7 MSN 4.8%
8 Sondagsavisen 4.8%
9 Politiken 3.5%
10 Bilbasen 3.4%
Source: The Nielsen Company
DENMARKRank Site % of Total Ad Impressions
1 De Telegraaf 6.0%
2 De Financiele Telegraaf 4.8%
3 Funda 4.7%
4 Tiscali Netherlands 4.1%
5 RTL Group 3.8%
6 Algemeen Dagblad 3.8%
7 Voetbal International 3.2%
8 Autotrader 3.0%
9 Nu.nl 2.7%
10 AutoTelegraaf 2.6%
Source: The Nielsen Company
NETHERLANDS
Rank Site % of Total Ad Impressions
1 L Equipe 9.0%
2 Le Monde 8.2%
3 Yahoo 7.1%
4 JeuxVidéo.com 5.5%
5 01 Net 4.4%
6 Boursorama Groupe 3.7%
7 Le Figaro 3.7%
8 Orange 3.7%
9 Pages Jaunes 3.5%
10 Skyrock.com 3.3%
Source: The Nielsen Company
FRANCE
IAB Europe AdEX 2009Published September 2010© IAB Europe
Rank Site % of Total Ad Impressions
1 VG Nett 51.7%
2 Finn 8.5%
3 Sol 5.8%
4 Dagbladet 5.4%
5 Nettavisen 5.0%
6 Aftenposten 3.9%
7 MSN 3.1%
8 Hegnar Online 2.7%
9 NRK 2.6%
10 ABC Startsiden 1.7%
Source: The Nielsen Company
NORWAY
33
Top 10 ad publisher sites by ad impressions
Rank Site % of Total Ad Impressions
1 Mynet 11.4%
2 Milliyet 9.2%
3 Hurriyet 7.2%
4 Memurlar.net 5.6%
5 SABAH 3.9%
6 Haber7 3.8%
7 Sahadan.com 3.8%
8 Internet Haber 3.4%
9 Zaman 2.6%
10 Ekolay.net 2.5%
Source: The Nielsen Company
TURKEYRank Site % of Total Ad Impressions
1 Sapo 25.0%
2 Record 13.7%
3 A Bola 12.6%
4 Iol Portugal 8.9%
5 Publico 8.3%
6 Jornal de Negocios 3.6%
7 Correio da Manhã 3.6%
8 O Jogo 2.5%
9 Jornal de Noticias 2.2%
10 Losomundo 2.2%
Source: The Nielsen Company
PORTUGAL
Rank Site % of Total Ad Impressions
1 Marca 18.9%
2 El Mundo 12.8%
3 Diario AS 6.6%
4 Terra 5.9%
5 MSN Spain - Windows Live 5.3%
6 Sport.es 3.7%
7 Orange 3.0%
8 El Pais 2.6%
9 Idealista 2.4%
10 Elconfidencial.com 2.2%
Source: The Nielsen Company
SPAIN
Rank Site % of Total Ad Impressions
1 Aftonbladet 40.2%
2 Expressen 7.7%
3 MSN 6.6%
4 Tradera 6.3%
5 Blogg 3.7%
6 Svenska Dagbladet 2.7%
7 TV4 2.6%
8 Di.se 2.4%
9 Bilddagboken 2.1%
10 Dagens Nyheter 1.9%
Source: The Nielsen Company
SWEDEN
Rank Site % of Total Ad Impressions
1 Swisscom / Bluewin 22.8%
2 Blick Online 11.8%
3 20 Minuten 10.4%
4 Tagesanzeiger 9.0%
5 PartyGuide.ch 4.5%
6 NZZ Online / Neue Zürcher Zeitung 4.5%
7 Homegate 3.7%
8 Search.ch 3.5%
9 GMX 3.0%
10 Car4You 2.1%
Source: The Nielsen Company
SWITZERLAND
IAB Europe AdEX 2009Published September 2010© IAB Europe
Brand Total Unique Visitors (000) % Reach
TOTAL: 38,931 98
Google 34,299 86
MSN/WindowsLive/Bing 28,487 72
Facebook 23,404 59
BBC 21,447 54
Yahoo! 21,009 53
Amazon 20,701 52
Microsoft 18,579 47
eBay 18,115 46
YouTube 17,110 43
Wikipedia 14,030 35
Source: The Nielsen Company
UK
Internet Penetration in Europe
Total population 8.4m
Internet penetration 16 years + 67 %
Source 2009 Eurostat Online Database
Austria
Total population 10.8m
Internet penetration 16 years + 66%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
BELGIUM
Total population 7.6m
Internet penetration 16 years + 40%
Source 2009 Eurostat Online Database
BULGARIA
Total population 3.5m
Internet penetration 16 years + 80%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
DENMARK
Total population 3.3m
Internet penetration 16 years + 75%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
FINLAND
Total population 64.7m
Internet penetration 16 years + 61%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
FRANCE
Total population 81.8m
Internet penetration 16 years + 69%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
GERMANY
Total population 11.3m
Internet penetration 16 years + 42%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
GREECE
Total population 10.0m
Internet penetration 16 years + 45%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
HUNGARY
Total population 4.5m
Internet penetration 16 years + 60%
Source 2009 Eurostat Online Database
IRELAND
Total population 60.3m
Internet penetration 16 years + 52%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
ITALY
Total population 16.6m
Internet penetration 16 years + 85%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
NETHERLANDS
Total population 4.9m
Internet penetration 16 years + 83%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
NORWAY
Total population 38.2m
Internet penetration 16 years + 44%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
POLAND
34IAB Europe AdEX 2009Published September 2010© IAB Europe
Total population 4.4m
Internet penetration 16 years + 44%
Source 2009 Eurostat Online Database
CROATIA
Internet Penetration in Europe
Total population 5.4m
Internet penetration 16 years + 66%
Source 2009 Eurostat Online Database
SLOVAKIA
Total population 2.0m
Internet penetration 16 years + 58%
Source 2009 Eurostat Online Database
SLOVENIA
Total population 46m
Internet penetration 16 years + 50%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
SPAIN
Total population 9.3m
Internet penetration 16 years + 82%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
SWEDEN
Total population 7.8m
Internet penetration 16 years + 73%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
SWITZERLAND
Total population 62m
Internet penetration 16 years + 73%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
UK
35IAB Europe AdEX 2009Published September 2010© IAB Europe
Total population 21.5m
Internet penetration 16 years + 44%
Source 2009 Eurostat Online Database & InSites MC DC 2009 CATI Research & Forrester Data
ROMANIA
Appendix i – definition of formats
The following four formats are collated as part of this report:
Display advertisingAn advertiser pays an internet company for space to display a static
or hyper-linked banner or logo on one or more of the internet
company’s pages. For the purposes of this report all forms of internet
sponsorship, tenancies, rich media formats and non-transaction
based affiliates were collected separately by local IABs and have been
included in the figure for display advertising.
Where possible, transaction related payment models have been
excluded, leaving non-transaction based affiliate revenues
incorporated into display.
SearchFees advertisers pay internet companies to list and/or link their
company site domain name to a specific search word or phrase
(includes paid search revenues), where the fee paid by the client is
based on the number of clicks on the listing results. Search
categories include:
w Paid listings – text links appear at the top or side of search
results for specific keywords. The more a marketer pays, the
higher the position it gets. Marketers only pay when a user clicks
on the text link
w Contextual search - text links appear in an article based on the
context of the content, instead of a user submitted keyword.
Payment only occurs when the link is clicked
w Paid inclusion – guarantees that a marketer’s URL is indexed by a
search engine. The engine’s search algorithms determine the
listing..
ClassifiedsFees advertisers pay internet companies to list specific products or
services (eg. online job boards and employment listings, real estate
listings, automotive listings, yellow pages). Can be either business-
to-business or business-to-consumer.
‘Other’ CategoryThis is an umbrella category for smaller non-transaction based
formats. IAB Europe has included newsletter advertising, solus email,
mobile advertising and in-game advertising in this category where
countries have measured these formats.
Newsletter is defined as text or banner advertising that appears
around the unrelated editorial content of email newsletters. Solus
email is defined as an email sent by a media owner to an opt-in list
where the content of the email is determined by the advertiser.
Mobile advertising is advertising viewed or read on a mobile phone.
The Other category does not include email marketing or related costs,
defined as an email sent on behalf of an advertiser by an email list
manager.
Contents of ‘Other’ categoryAustria newsletter advertising only
Denmark supplied as ‘Other’ by FDIM
France newsletter advertising only
Hungary newsletter and mobile advertising
Italy mobile advertising only
Netherlands mobile and in-game advertising
Norway newsletter, in-game and mobile advertising
Romania newsletter advertising only
Spain mobile advertising only
Slovenia mobile advertising only
Sweden mobile advertising only
UK mobile, newsletter and solus email advertising
36IAB Europe AdEX 2009Published September 2010© IAB Europe
Appendix ii – The Participating IABs
IAB Austriawww.iab-austria.atPartner: Focus MR
IAB Belgiumwww.iab-belgium.beSource: CIM
IAB Chapter in Bulgaria (Interactive Association)www.iabulgaria.bg
IAB Chapter in Croatia (INAMA)www.inama.hrSource: PricewaterhouseCoopers
IAB Chapter in Denmark (FDIM)www.fdim.dkPartner: Deloitte
IAB Finlandwww.iab.fiPartner: TNS Gallup Oy Media Intelligence
IAB Francewww.iabfrance.comPartner: France Pub
IAB Chapter in Germany (OVK)www.bvdw.orgPartner: Nielsen Media Research
IAB Greece www.iab.gr
IAB Hungarywww.iab.huPartner: PricewaterhouseCoopers
IAB Irelandwww.iabireland.iePartner: PricewaterhouseCoopers Ireland
IAB Italywww.iab.itPartner: Assointernet/Nielsen Media Research
IAB Netherlandswww.iab.nlPartner: Nielsen Media Research
IAB Chapter in Norwaywww. inma.noPartner: ANFA
IAB Polandwww.iabpolska.plPartner: PricewaterhouseCoopers Poland
IAB Romaniawww.iab-romania.roPartner: PricewaterhouseCoopers Romania
IAB Russiawww.iabrus.ruPartner: Russian Association of Communication Agencies
IAB Chapter in Slovakia (AIM)www.aimsr.skSource: Mediana
IAB Sloveniawww.soz.si
IAB Spainwww.iabspain.netPartner: PricewaterhouseCoopers
IAB Swedenwww.iabsverige.seSource: IRM
IAB SwitzerlandSource: MediaFocus
IAB Turkeywww.iab-turkiye.orgPartner: Turkish Advertising Agencies Association
IAB UKwww.iabuk.netPartner: PricewaterhouseCoopers
37IAB Europe AdEX 2009Published September 2010© IAB Europe
Appendix iii – Methodology and adjusted data
Each national IAB runs its own annual online advertising spend
benchmark study and as the methodology for the studies varies
slightly by country, IAB Europe works with Screen Digest to ensure
that the findings in the European report are comparable. This
involves re-adjusting figures to allow for different original
methodologies, adjusting currencies where local data is not collected
in Euros and ensuring the year average exchange rate at 2009 has
38
Actual, adjusted and estimated data 2009Million Euros
Source: IAB Europe/Screen Digest ©
Actual €10,798 Adjusted
€2,730
Estimated€1,173
IAB Europe AdEX 2009Published September 2010© IAB Europe
been used. To provide data for previous year growth rates, the prior
year’s figures are also re-calculated using the current report’s year-
average exchange rate in order to give transparency over the growth
rate.
The chart below shows the amounts of estimated and adjusted datafor each country
Appendix iv – Estimates and adjustments
Austriaw Display discounted by 20% to adjust from ratecard to grossw Classifieds & directories estimated using ratiow Affiliates category deleted
Belguimw Ratecard data on display market supplied by CIMw IAB Europe applied a discount of 38% to estimate gross revenuew Other categories were estimated by IAB Europe using European
averages
Bulgariaw Display and classifieds & directories modelled by IAB Europe
based on figures provided by IAB Bulgariaw Search estimated using CEE ratio
Croatiaw Data grossed up by 20% for display and 25% for search booked
through agencies to adjust from net to gross
Denmarkw Classified figure adjusted to discount e-commerce revenue and
auctions using IAB Europe estimatesw Email marketing figures not included
Finlandw Figures for all formats increased by 15% to adjust from net to gross.w Search category includes directories
Francew Newsletter advertising estimated by IAB EU to be 20% of Email
Marketing category, this 20% was included in display, remainingemail marketing excluded
w IAB Europe estimated value of classifieds & directories, addedthis to value for directories
Germanyw Non transaction affiliate category has been moved in to displayw Display discounted by 60% to adjust from ratecard to grossw Classifieds & Directories estimated using Western Europe average
growth rate
Greecew Display discounted by 50% to adjust from ratecard to grossw No estimates for Classifieds & Directories
Hungaryw No adjustments needed
Irelandw No adjustments neededw Note that the data from IAB Ireland was only available for
publication end July, and is therefore not included in the overalltotal or any other aggregated data included in this report
Italyw Email marketing excluded
Netherlandsw Affiliates incorporated into display and transaction based
revenues removed (estimated to be 60% of affiliate revenue).w In-game advertising moved from display to ‘other’w Display and ‘other’ grossed up by 15% to adjust from net to gross
Norwayw Newsletter advertising and mobile spends included in ‘other’
Polandw Mobile grossed up by 15% to adjust from net to grossw Email marketing deleted
Romaniaw Online video and contextual advertising, non transaction based
affiliate and integrated content were added into displayw Solus email was added to ‘other’w Classifieds & Directories estimated using CEE growth rate applied
to 2008 figure
Russiaw Classifieds & Directories estimated using average CEE market share
Slovakiaw Sponsorship, slotting fees and rich media added in to displayw Display grossed up by 12.5% to adjust from net to grossw Lead generation and email marketing values excluded
Sloveniaw No adjustments made
Spainw Classifieds extracted from display using IAB Europe estimate and
moved into classifieds and directories category w 10% agency commission for display and mobile to adjust from net
to gross
Swedenw Transaction related affiliate marketing deducted from displayw 8% decuducted from display to eliminate transaction related
paymentsw 10% deducted from search to eliminate SEO from reported search
total
Turkeyw Value grossed up by 15% to adjust net to grossw IAB Europe estimated split between display and search and added
estimated classifieds and directories, applying average growthrate to 2008 value
The UKw Newsletter advertising moved from display to ‘other’
39IAB Europe AdEX 2009Published September 2010© IAB Europe
Screen Digest is the pre-eminent firm of industry analysts that has been
covering global media markets for over 30 years. Headquartered in London,
with offices in New York and Monterey, California, the firm employs a team
of 40 specialist analysts covering digital media, advertising, film, television,
broadband, mobile, cinema, home entertainment and gaming in up to 60
markets worldwide. A comprehensive suite of online services and reports
provide the information and analysis that hundreds of media companies
worldwide base their decisions on. Screen Digest's eight dedicated online
services have been developed to provide continuously updated data and
analysis on the global media markets, plus detailed forecasts on all
aspects of the media industry.
comScore is a global leader in measuring the digital world and the preferred
source of digital marketing intelligence. Through a powerful combination of
behavioral and survey insights, comScore enables clients to better
understand, leverage and profit from the rapidly evolving worldwide web and
mobile arena. comScore provides syndicated and custom solutions in online
audience measurement, e-commerce, advertising, search, video and mobile
and offers dedicated analysts with digital marketing and vertical-specific
industry expertise. Advertising agencies, publishers, marketers and financial
analysts turn to comScore for the industry-leading solutions needed to craft
successful digital, marketing, sales, product development and trading
strategies.
www.comscore.comwww.nielsen-online.com
The Nielsen Company is a global information and media company with
leading market positions in marketing and consumer information, television
and other media measurement, online intelligence, mobile measurement,
trade shows and business publications. The privately held company is active
in approximately 100 countries, with headquarters in New York, USA. For
more information, please visit, nielsen.
www.InSites.eu
InSites Consulting is a full-service consultancy, covering all fields of market
research. Using a range of quantitative and qualitative methods, they
provide clients with custom-made solutions and marketing
recommendations. We combine innovative approaches with proven and
highly accurate methods to design marketing strategies tailored to
individual clients’ needs. InSites partnered with IAB Europe to deliver the MC
DC Project, a goldmine of information about European online user behaviour
across 16 territories. Data from this project has been included in the
internet penetration data featured in this report.
www.warc.com
World Advertising Research Center (WARC) is a premier provider of
information and insight to the global marketing, advertising, media and
research industries. WARC, its internet service, is the world's largest single
source of marketing insight , while its publications and conferences have
strong reputations established over many years.
WARC is an independent company dedicated to recognising and promoting
marketing excellence and effectiveness. Partnerships with the world's
leading industry bodies, together with its own in-house editorial teams,
position WARC as a unique information provider.
www.screendigest.com
WARC
Appendix v – Our research partners
40IAB Europe AdEX 2009Published September 2010© IAB Europe
Special thanks
With sincere thanks to all the contacts at the national IABs who have supported the
production of this report by supplying and explaining their data to IAB Europe and to our
corporate members who provided quotes that have been used throughout this report.
Also special thanks to our research partners for supplying internet penetration figures,
WARC for their total media figures, our members comScore and Nielsen Online for audience
measurement figures and the analysts at Screen Digest for their insight, commentary,
forecasts and support.
Contact details
IAB Europewww.IABEurope.euAlain Heureux
President, IAB Europe
Catherine Borrel
Research Manager, IAB Europe
+44 (0) 7870 78 12 60
Lucy Green
Press Relations, IAB Europe
+44 (0) 7817 69 83 66
41IAB Europe AdEX 2009Published September 2010© IAB Europe