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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 Ag...
4
Data from 27 European countries
• Austria
• Belarus*
• Belgium
• Bulgaria
• Czech Republic
• Croatia
• Denmark
• Finland...
5
Introduction
For the first time in 2015, IAB Europe and IHS are publishing the AdEx
Benchmark for H1 2015. The content o...
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
8 2004-Q1
2004-Q4
2005-Q3
2006-Q2...
8
Online advertising up 9.7% year-on-year in H1 2015
14.6
16.0
0
5
10
15
20
H1 2014 H1 2015
Total online advertising spend...
9
All formats noted increased their ad spend in H1 2015
4.9 5.6
2.4 2.5
7.2
7.9
0
5
10
15
20
H1 2014 H1 2015
Display Class...
10
H1 2015 growth was driven by display formats
Display
•12.6%
Classifieds &
Directories
•4.5%
Paid-for-search
•9.5%
Video...
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
...
12
Paid-for-search accounted for 50% of all ad spend
Classifieds
&
Directories
15.6%
Paid-for-
search
49.6%
Non-video
disp...
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 disp...
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%
...
15
Western Europe in H1 2015: a snapshot
34.4%
17.0%
48.6%
Display
Classifieds & Directories
Paid-for-search
Western Europ...
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...
17
Outlook for FY 2015
6.6 9.2
14.5 15.8 18.8 21.9 24.4 27.4
14.6 16.0
16.1 17.9
0
5
10
15
20
25
30
35
40
2006 2007 2008 2...
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%...
19
Appendix 1 – reported and estimated data by market
Partial of full data reported by local IABs:
• Denmark
• Finland
• F...
Contact:
Alison Fennah, IAB Europe – Fennah@iabeurope.eu
Eleni Marouli, IHS Technology- eleni.marouli@ihs.com
@IABEurope
I...
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IAB Europe AdEx Benchmark H1 2015

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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.

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IAB Europe AdEx Benchmark H1 2015

  1. 1. IAB Europe AdEx Benchmark H1 2015 December 2015
  2. 2. The data and charts shown in this report cannot be used without the expressed permission of IAB Europe and IHS.
  3. 3. 3 A meta-analysis of online ad spend in Europe RATECARD Campaigns x Ratecard GROSS Revenue Billed NET Revenue Billed No Agency commissions
  4. 4. 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. 5. 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. 6. 6 The value of online advertising in H1 2015 €16.0bn
  7. 7. 7 H1 2015: Eurozone macro-recovery provides foundation for ad growth -8 -6 -4 -2 0 2 4 6 8 2004-Q1 2004-Q4 2005-Q3 2006-Q2 2007-Q1 2007-Q4 2008-Q3 2009-Q2 2010-Q1 2010-Q4 2011-Q3 2012-Q2 2013-Q1 2013-Q4 2014-Q3 2015-Q2 Eurozone France Italy Germany GDP growth in the Eurozone (%) Source: IHS GDP growth in the Eurozone (%) Source: IHS
  8. 8. 8 Online advertising up 9.7% year-on-year in H1 2015 14.6 16.0 0 5 10 15 20 H1 2014 H1 2015 Total online advertising spend (€bn) Source: IAB Europe and IHS +9.7%
  9. 9. 9 All formats noted increased their ad spend in H1 2015 4.9 5.6 2.4 2.5 7.2 7.9 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. 10. 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. 11. 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. 12. 12 Paid-for-search accounted for 50% of all ad spend Classifieds & Directories 15.6% Paid-for- search 49.6% Non-video display 28.0% Video 6.8% Display 34.8% Share of formats H1 2015 Source: IAB Europe and IHS Classifieds & Directories 16.4% Paid-for- search 49.7% Non-video display 28.5% Video 5.4% Display 33.9% Share of formats H1 2014 Source: IAB Europe and IHS
  13. 13. 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. 14. 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. 15. 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. 16. 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. 17. 17 Outlook for FY 2015 6.6 9.2 14.5 15.8 18.8 21.9 24.4 27.4 14.6 16.0 16.1 17.9 0 5 10 15 20 25 30 35 40 2006 2007 2008 2009 2010 2011 2012 2013 2014 H1 2015 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. 18. 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. 19. 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
  20. 20. Contact: Alison Fennah, IAB Europe – Fennah@iabeurope.eu Eleni Marouli, IHS Technology- eleni.marouli@ihs.com @IABEurope IAB Europe www.iabeurope.eu Connect with us:

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