IAB Europe AdEx Benchmark study H1 2016 November 2016
The data and charts shown in this report cannot be used without the expressed permission of IAB Europe and IHS Markit
A meta analysis of online ad spend in Europe GROSS NET RATECARD Revenue Billed Revenue Billed No Agency commissions Campaigns x Ratecard
Data for 27 countries in Europe 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
About the data The content of this analysis is powered by: 1. Reported data from local IABs where available (13 of the 27 countries, covering 82% 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 slide 17 for a list of markets where data is reported and estimated This is an update of the full year IAB Europe AdEx Benchmark report to provide nearer-term data on 2016 trends and help the understanding of and decision-making in the European online advertising market.
The value of online advertising in H1 2016 18.6bn
2004-Q1 2004-Q3 2005-Q1 2005-Q3 2006-Q1 2006-Q3 2007-Q1 2007-Q3 2008-Q1 2008-Q3 2009-Q1 2009-Q3 2010-Q1 2010-Q3 2011-Q1 2011-Q3 2012-Q1 2012-Q3 2013-Q1 2013-Q3 2014-Q1 2014-Q3 2015-Q1 2015-Q3 2016-Q1 GDP growth across Europe underpins a strong online advertising market in 2016 GDP growth in the Eurozone (%) 8.0% 6.0% 4.0% 2.0% 0.0% -2.0% -4.0% -6.0% -8.0% Eurozone France Italy Germany Spain
Online advertising up 13.4% year-on-year in H1 2016 25.0 Online advertising spend in Europe ( bn) 20.0 16.4 +13.4% 18.6 15.0 10.0 5.0 - H1 2015 H1 2016
All formats noted increases in H1 2016 again Online advertising spend in Europe ( bn) Online advertising spend in Europe ( bn) 25.0 20.0 15.0 10.0 5.0-8.0 9.0 2.6 2.7 5.8 6.8 H1 2015 H1 2016 Paid-for-search Classifieds & Directories 10.0 8.0 6.0 4.0 2.0-1.1 5.8 0.1 2.6 1.1 8.0 Display C&Ds Paid-for-search H1 2015 H1 2016 net additions Display
Mobile was the key driver of growth across formats in H1 2016
Europe: H1 2016 snapshot H1 2015 ( bn) H1 2016 ( bn) Growth (yoy %) Share (%) Display 5.8bn 6.8bn 18.2% 36.7% of which video 1.1bn 1.6bn 46.0% 8.5%* of which mobile 1.2bn 1.9bn 61.3% 10.9%* Classifieds & Directories Paid-forsearch 2.6bn 2.7bn 3.5% 14.7% 8.0bn 9.0bn 13.3% 48.6% of which mobile 1.2bn 1.9bn 57.3% 12.2%* Total 16.6bn 18.6bn 13.4% 100% *The share is calculated excluding countries who didn t report video or mobile
Display increased its share in H1 2016 at the expense of Paid-for-search and Classifieds & Directories Online advertising spend in Europe (H1 2015) Online advertising spend in Europe (H1 2016) Display Display 48.7% 35.2% Classifieds & Directories 48.6% 36.7% Classifieds & Directories Paid-for-search Paid-for-search 16.1% 14.7%
Mobile advertising amounted to 3.8bn in H1 2016, split evenly between search and display 5,000 4,000 3,000 2,000 1,000 - Mobile advertising spend in Europe ( m) 1,192 1,188 +57.3% Mobile share of 1,875 search: 32.0% 1,916 H1 2015 H1 2016 Mobile display +61.3% Mobile search Mobile share of *The value is calculated excluding countries who didn t report mobile 8,000 6,000 4,000 3,898 3,979 2,000 display: 32.8% 3,683 3,910 - Desktop advertising spend in Europe ( m)* H1 2015 H1 2016 Desktop display +2.1% +6.2% Desktop search
Western Europe: H1 2016 snapshot WE: Online advertising spend in H1 2016 48.0% Display 16.0% 36.0% Classifieds & Directories Paid-for-search H1 2015 ( bn) H1 2016 ( bn) Growth (yoy %) Share (%) Display 5.0bn 5.9bn 17.0% 36.0% of which video 1.0bn 1.4bn 48.2% 8.8%* of which mobile 1.1bn 1.8bn 58.3% 11.3%* Classifieds & Directories Paid-forsearch 2.5bn 2.6bn 3.3% 16.0% 6.9bn 7.9bn 13.8% 48.0% of which mobile 1.0bn 1.6bn 58.6% 11.8%* Total 14.5bn 16.4bn 13.1% 100% *The share is calculated excluding countries who didn t report video or mobile
Central and Eastern Europe: H1 2016 snapshot CEE: Online advertising spend in H1 2016 H1 2015 ( bn) H1 2016 ( bn) Growth (yoy %) Share (%) Display 0.7bn 0.9bn 27.1% 41.5% of which video 0.1bn 0.1bn 26.0% 6.5%* of which mobile 0.07bn 0.2bn 103.9% 8.0%* 41.5% 53.5% 5.0% Display Classifieds & Directories Paid-for-search Classifieds & Directories Paid-forsearch 0.1bn 0.1bn 8.4% 5.0% 1.1bn 1.2bn 9.6% 53.5% of which mobile 0.2bn 0.3bn 50.5% 14.6%* Total 1.9bn 2.2bn 16.2% 100% *The share is calculated excluding countries who didn t report video or mobile
Outlook for 2016 Drivers Favourable economic forecasts Large-scale sporting events: Euro 2016 Rio Olympics Growth of video, facilitating the move of TV brand budgets online New native ad formats Hurdles Tough comparatives (especially in H2 2016) Complexity of devices, platforms, behaviours No universal digital currency Duplication & fragmentation of ad tech infrastructure Media ad spend growth in 2016 (%) 12.0% 10.5% 10.0% 8.0% 6.0% 5.2% 5.0% 4.3% 4.0% 2.6% 2.0% 0.0% -2.0% Online Cinema OOH TV Radio Print -4.0% -6.0% -4.6% Source: IHS Markit
Reported and estimated data by market Partial or full data reported by local IABs: Denmark Finland France Germany Ireland Netherlands Norway Poland Russia Slovakia Spain Sweden Turkey UK Estimated / modelled data: Austria Belarus Belgium Bulgaria Croatia Czech Republic Greece Hungary Italy Romania Serbia Slovenia Switzerland
Contact: Alison Fennah - Fennah@iabeurope.eu Marie-Clare Puffett puffett@iabeurope.eu Eleni Marouli eleni.marouli@ihsmarkit.com Connect with us: @IABEurope www.iabeurope.eu IAB Europe @IHS4Tech www.technology.ihs.com