1. Adex
2011
Online
adver0sing
in
Europe
(6th
edi0on)
Key
Findings

2. Adex
2011
Key
Findings
Agenda
•
Introduc7on
to
Methodology
•
Topline
figures
•
Format
and
regional
trends
•
Introduc7on
of
Video
and
Mobile
Adver7sing
figures

3. Methodology

4. GROSS NET RATECARD
Revenue Billed Campaigns
Revenue Billed
No Agency x Ratecard
commissions

5. Key
adjustments
to
ensure
compa7bility
•
Fair
Gross
value
•
Category
representa7on
•
Display
•
Search
•
Classifieds
&
Directories
•
Other
•
Exchange
rate
adjustment
at
a
constant
rate

6. Adex
2011
coverage:
26
countries
• Austria • Netherlands
• Belgium • Norway
• Bulgaria • Poland
• Czech Republic • Russia
• Croatia • Romania
• Denmark • Serbia*
• Finland • Slovenia
• France • Slovakia
• Germany • Spain
• Greece • Sweden
• Hungary • Switzerland
• Ireland • Turkey
• Italy • UK

7. Topline
Figures

8. €20.9
billion

9. Overall
growth:
14.4%
•
At
constant
country
sample
(26
countries
in
2010
and
2011)
•
At
constant
exchange
rate
Total
online
adver0sing
(€bn)
22
20
18
14.4%
16
14
12
10
2010
2011

10. 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

11. Europe
crosses
the
€20bn
mark
despite
weak
event
year
Online
ad
spend
in
€bn
Europe
vs
US
30,0
24,5
25,0
20,1
20,9
20,0
18,3
15,0
10,0
5,0
-­‐
2010
2011
Europe
US
Constant exchange rate: average 2011: 1 EUR = 1.2938 USD

12. Online
adver7sing
outperformed
weak
economy
Economic
and
ad
growth
2011
25%
19,7%
20%
14,4%
15%
11,5%
10%
9,1%
5,5%
5%
3,2%
3,6%
1,5%
1,3%
1,7%
0,8%
0%
WE
CEE
Total
Europe
-­‐1,0%
-­‐5%
GDP
Total
excl.
online
Online
Total

13. Key
trends

14. Search
and
Display
lead
market
to
double-­‐digit
growth
Year-­‐on-­‐year
growth
by
format
25%
21.3%
20%
17,9%
16.1%
15,3%
15.3%
14,4%
15%
10%
7.4%
5,7%
5%
0%
Search
Display
Classifieds
&
directories
Grand
total
2010
2011

15. Paid-­‐for
search
remains
the
largest
segment
Format
shares
of
online
100%
90%
20,9%
19,3%
80%
70%
60%
46,5%
45,1%
50%
40%
30%
20%
33,6%
33,4%
10%
0%
2010
2011
Others
Classifieds
&
Directories
Search
Display

16. Over
75%
of
European
revenue
generated
by
top
7
Total
online
ad
spend
(€m)
6.000
5.000
4.000
3.000
2.000
1.000
0

17. CEE
markets
grow
most
rapidly
Online
ad
growth
ranked
by
country
60%
50%
40%
30%
20%
10%
0%

18. 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
Online
Video
Share
of
Display
12%
9,8%
9,7%
10%
8,5%
8,3%
7,5%
8%
6,5%
5,9%
5,8%
5,8%
6%
5,2%
4%
2%
0%

19. Mobile
approaching
2%
of
Display
Mobile
display
as
share
of
online
display
6%
5,3%
5%
4%
3,6%
3,6%
3%
2,3%
2,2%
2,2%
1,8%
1,7%
1,7%
2%
1,5%
1%
0,5%
0,4%
0%

20. Thank
You
For
more
informa7on
about
the
study
please
contact
Daniel
Knapp
at
daniel.knapp@ihs.com
For
press
inquiries
please
contact
Lucy
Green
lgreen@greenfieldscommunica7ons.com