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AdEx 2009
Issue 2
European online
advertising
expenditure
Published November 2010
Contents
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
IAB Europe AdEX 2009
Published 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.
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 24 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
Alain Heureux
IAB Europe President
and CEO
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.
© IAB Europe
3
About this report
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
w
w
w
Display advertising
Search (pay per click fees)
Classifieds & Directories
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 24 IABs. This
updated issue includes data from IAB Ireland which was not available
in time for the first issue. It also includes corrections to the data
from Switzerland included in Issue 1.
© IAB Europe
4
Executive summary
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 24 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.
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.
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.
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.
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
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.
Total online advertising 2008 & 2009
like-for-like growth of 4.5%
€14.7
15
€13.2
Billion Euros
12
9
6
3
0
2008
2009
Source: IAB Europe/Screen Digest ©
Issue 2
© IAB Europe
5
Europe and the US
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.
Catherine Borrel, IAB Europe research manager
“The diversity of the digital economies within the European markets
has helped protect the growth of region’s online industry and
maintain its buoyancy during a tough financial year. The combination
of the newer markets that still show enormous growth and the fact
that none of the online formats dominates the spend has insulated
the region’s online advertising spend from the effects seen in the US,
where a market of a comparable volume saw a small decline.”
Total online ad spend Europe vs USA
2008 & 2009
20
Europe
USA
Billion Euros
15
€16.8
€16.3
€14.7
€13.2
10
5
0
2008
2009
© IAB Europe
6
The 23 European markets in perspective
Once again, in 2009 the UK is the largest online advertising market in
Europe, with a spend of just over €4 billion. Germany and France are
the only other markets with spend of over a billion.
27% of the overall online spend across Europe, followed by Germany
with 21% and France with 12%. Italy (6%), the Netherlands (6%) and
Spain (5%) are the next largest markets in terms of spend,
maintaining the same proportions they had in 2008.
Each of these countries also recorded like-for-like growth in the
region of 2-5% in Euro terms when compared to 2008 figures.
Across the European markets covered in this report, online accounts
for 16.5% of main media spend. However at country level this figure
ranged from 27.3% in the UK, down to 1.8% in Romania.
Looking at share of spend, UK once again dominates, representing
Total by country 2008 and 2009
UK
€ 2,939
€ 3,092
Germany
France
Italy
Netherlands
Spain
Sweden
Norway
Denmark
Poland
Belgium
Austria
Finland
Turkey
Hungary
Greece
Slovakia
Slovenia
Croatia
Romania
€ 798
€ 849
€ 800
€ 815
€ 635
€ 683
€ 455
€ 467
€ 390
€ 401
€ 374
€ 384
€ 263
€ 296
€ 280
€ 293
€ 200
€ 228
€ 174
€ 182
€ 108
€ 120
€ 79
€ 85
€ 46
€ 69
€ 26
€ 24
€ 20
€ 21
€ 15
€ 15
€ 14
€ 13
0
€ 1,731
€ 1,760
€ 3,834
€ 4,011
2008
2009
1000
2000
3000
Million Euros
4000
5000
Only countries with 2 years of data shown
Share of total spend by country
Million Euros
Italy €849 Netherlands €815
6%
6%
Spain €683, 5%
France €1,760
12%
Russia €514, 3%
Sweden €467, 3%
Norway €401, 3%
Denmark €384, 3%
Poland €296, 2%
Belgium €293, 2%
Switzerland €237, 2%
Austria €228, 2%
Finland €182, 1%
Turkey €120, 0.8%
Ireland €97, 0.7%
Hungary €85, 0.6%
Greece €69, 0.5%
Bulgaria €25, 0.2%
Slovakia €24, 0.2%
Slovenia €21, 0.1%
Croatia €15, 0.1%
Romania €13, 0.1%
Germany €3,092
21%
UK €4,011
27%
Issue 2
© IAB Europe
7
European online advertising industry grew 4.5% 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.
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.
Growth by country from 2008 to 2009
49%
50
40
30
20
14%
13%
12%
10
7%
7%
6%
5%
Average 6%
5%
4%
3%
3%
2%
2%
2%
2%
1%
0
-3%
-10
Gr
ee
ce
Au
s
a
tri
Po
la
nd
Tu
rk
ey
Sp
ain
a
ry
ng
Hu
aly
It
a
rm
Ge
ny
m
iu
lg
Be
Fin
la
nd
en
UK
ed
Sw
Fr
an
ce
a
nm
De
ds
rk
lan
er
h
et
ay
w
e
ov
Sl
a
ni
or
N
-5% -6%
ia
ia
ak
an
ov
om
Sl
tia
oa
Cr
R
N
© IAB Europe
8
European online advertising industry grew 4.5% in 2009
Industry growth -the advertiser’s perspective
Jef Vandecruys, Global Project Leader Digital Connection, Anheuser-Busch InBev
"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"
Online advertising spend by country 2009
€ 4011
UK
Germany
€ 3092
€ 1760
France
€ 849
Italy
Netherlands
Spain
Russia
Sweden
Norway
Denmark
Poland
Belgium
€ 815
€ 683
€ 514
€ 467
€ 401
€ 384
€ 296
€ 293
€ 237
€ 228
€ 182
Switzerland
Austria
Finland
Turkey
€ 120
Ireland
€ 97
Hungary
€ 85
Greece
€ 69
Bulgaria € 25
Slovakia € 24
Slovenia € 21
Croatia € 15
Romania € 13
0
1000
2000
3000
Million Euros
4000
5000
Issue 2
© IAB Europe
9
10 before 10 achieved
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.
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
14 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.
Spending on online advertising as a proportion of main media spend in 2009
27.3%
UK
25.5%
Denmark
23.4%
Norway
Sweden
22.6%
21.8%
Netherlands
17.8%
Germany
France
15.3%
14.0%
13.4%
Finland
Poland
Spain
12.4%
Russia
11.7%
Belgium
10.6%
10.3%
Italy
Hungary
10.1%
9.4%
Switzerland
Turkey
9.2%
7.9%
Ireland
7.5%
Austria
Slovenia
6.7%
Bulgaria
6.2%
6.2%
Croatia
Greece
Slovakia
Romania
4.1%
3.2%
1.8%
% of main media spend
Source: IAB Europe/WARC ©
Issue 2
WARC’s main media figures include spend on newspapers, magazines, TV, radio, cinema and outdoor advertising
© IAB Europe
10
Search remained resilient, but display under pressure in 2009
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%).
Share of formats 2009
Million Euros
Search
€6,743, 45.9%
Classifieds &
Directories
€3,399, 23.2%
However, it still accounted for 30% of the European online market,
with a spend of €4.4bn across the 24 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.
Other
€187, 1.3%
Display
€4,350, 29.6%
Issue 2
Growth of formats 2008-2009
12
10.8%
10
8
6
4
2
0.3%
0
Search
Display
-1.4%
-2
© IAB Europe
11
Search
w
Search value and growth
Growth 2008-2009
2009 Value
100
75
2500
50
Growth %
w
Value €6.7 billion
Accounts for 46% of overall online spend
Total European like-for-like growth 10.8%
Top five countries in terms of value: UK, Germany, France,
Netherlands, Spain
Top five countries in terms of growth: Greece, Croatia, Hungary,
Denmark, Poland
Only two countries recorded a shrinking search sector in 2009:
Slovakia and Slovenia.
2000
Million Euros
w
w
w
w
25
1500
1000
0
500
-25
0
y
ds
ce
UK an
ain
an rlan
Sp
rm
Fr
e
e
h
G
et
N
Ita
ly
a
ia ark
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tia ania
ria
en ium way and and stria and rkey and ece
kia
ni
ss
l
l
l
ga
e
l
r
oa
ga
ed
va ove
Ru enm
Tu
w Belg No
Au tzer
lo
Po
Gr Hun Bul
l
Ire
Cr Rom
Fin
S
S
S
i
D
Sw
Issue 2
© IAB Europe
12
Search
Brand building and the media mix
Laurent Delaporte, VP of Microsoft Advertising, EMEA
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.
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.”
Search value by country 2008 and 2009
(all data adjusted to 2009 exchange rates)
€ 2,200
UK
€ 2,409
€ 1,328
€ 1,461
Germany
€ 525
€ 572
France
€ 400
€ 410
Netherlands
€ 324
€ 356
Spain
€ 285
€ 316
Italy
Russia
€ 255
Denmark
€ 116
€ 149
Sweden
€ 112
€ 125
Belgium
€ 95
€ 105
Norway
€ 78
€ 96
Finland
€ 85
€ 93
Poland
€ 65
€ 82
Austria
€ 60
€ 75
Switzerland
€ 63
€ 43
€ 54
Turkey
Ireland
€ 42
€ 20
€ 40
Greece
€ 13
€ 18
Hungary
Bulgaria
€7
€3
€5
€6
€4
€4
€4
Croatia
Slovenia
Slovakia
Romania
2008
2009
€1
0
500
1000
1500
Million Euros
2000
2500
Issue 2
© IAB Europe
13
Search
Search growth by country 2008-2009
Greece
100.0%
Croatia
66.2%
Hungary
38.1%
27.9%
Denmark
Poland
25.8%
Austria
25.3%
Romania
24.8%
Turkey
24.8%
Norway
22.9%
Sweden
11.4%
Italy
11.0%
Belgium
10.7%
10.6%
Finland
Germany
10.0%
9.9%
Spain
France
9.0%
UK
8.1%
Netherlands
2.5%
-6.7%
Slovakia
Slovenia
-19.5%
-20
0
20
40
% Growth
60
80
100
© IAB Europe
14
Total European like-for-like growth -1.4%
Top five countries in terms of value: UK, France, Germany, Italy,
Netherlands
w
w
Top five countries in terms of growth: Slovenia, Spain, Italy,
Slovakia, Sweden
Six countries had a shrinking classified sector in 2009: Croatia,
Denmark, Finland, UK, Germany, Belgium
Classifieds & directories value and growth
Growth 2008-2009
2009 Value
40
700
30
600
20
500
10
400
0
300
-10
200
-20
100
-30
0
Growth %
800
Million Euros
w
w
w
w
-40
UK ance any
Fr erm
G
a
e
ly
ds way den ium ark ssia and tria and ain nd key and ary akia aria atia nia
ni
ec
s
Ita lan
Sp rela Tur Finl ung lov ulg Cro love ma Gre
r
or we elg enm Ru zerl Au Pol
e
o
I
N
S
S
B
B
S
it
H
R
D
th
Sw
Ne
Issue 2
© IAB Europe
15
Classifieds & directories value by country 2008-2009
UK
€ 686
€ 704
€ 656
€ 637
France
Germany
€ 170
€ 185
€ 171
€ 175
€ 157
€ 162
€ 144
€ 153
€ 108
€ 107
€ 128
€ 92
Italy
Netherlands
Norway
Sweden
Belgium
Denmark
Switzerland
€ 802
€ 760
€ 90
Russia
€ 84
€ 45
€ 47
€ 46
€ 47
€ 40
€ 45
€ 36
€ 30
€ 30
€ 30
Poland
Austria
Spain
Finland
Turkey
Ireland
€ 25
€ 12
€ 12
€5
€5
Hungary
Slovakia
Bulgaria
€4
€7
€4
€1
€1
€ 0.01
€ 0.01
Croatia
Slovenia
Romania
2008
2009
Greece
0
200
400
600
800
Million Euros
1000
Issue 2
Classifieds & directories growth by country 2008-2009
Slovenia
29.3%
Spain
10.9%
Italy
9.0%
Slovakia
8.7%
6.7%
Sweden
5.5%
Poland
Norway
3.0%
France
2.7%
Netherlands
2.1%
Austria
0.6 %
Romania
0.6 %
Turkey
0.6 %
Hungary
0%
Belgium
-0.7%
Germany
-2.9 %
-5.3 %
UK
Finland
-17.5 %
-28.7 %
Denmark
-40.5 %
Croatia
-50
-40
-30
-20
-10
Growth %
0
10
20
30
© IAB Europe
16
Display
w
Display value and growth
1000
Growth 2008-2009
2009 Value
30
800
20
600
10
400
0
200
-10
Growth %
w
Total European like-for-like growth 0.3%
Top five countries in terms of value: Germany, UK, France, Italy,
Spain
Top five countries in terms of growth: Austria, Greece, Finland,
Denmark, Poland
Seven countries had a shrinking display sector in 2009: Norway,
Slovakia, France, Romania, Sweden, UK, Hungary.
Million Euros
w
w
w
w
0
y
Ge
an
rm
s
k
UK ance Italy pain and den ssia land ar way stria land ium land gary rkey eece and akia enia aria ania atia
S erl
Ru Po enm or Au zer elg Fin un Tu Gr Irel lov lov ulg om Cro
Fr
we
N
S
S
B
B
S
h
H
it
R
D
t
Sw
Ne
-20
Issue 2
© IAB Europe
17
Display
Brand building and your audience
Tom Bowman, Vice President of Strategy & Operations for
Global Advertising Sales at BBC Worldwide
“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”
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”
Display value by country 2008 - 2009
Germany
UK
€ 323
€ 326
Italy
Spain
€ 205
€ 206
€ 190
€ 180
Netherlands
Sweden
Russia
€ 777
€ 482
€ 453
France
€ 821
€ 956
€ 994
€ 270
€ 278
€ 174
€ 145
€ 158
€ 129
€ 141
€ 154
€ 137
Poland
Denmark
Norway
€ 91
€ 103
Austria
Switzerland
€ 84
€ 77
€ 81
€ 54
€ 59
€ 49
€ 49
€ 35
€ 37
€ 26
€ 29
Belgium
Finland
Hungary
Turkey
Greece
Ireland
€ 24
€ 17
€ 15
Slovakia
Bulgaria
2008
2009
€ 14
€ 13
€ 14
€ 13
€ 12
€5
€6
Slovenia
Romania
Croatia
0
200
400
600
Million Euros
800
1000
Issue 2
© IAB Europe
18
Display
Display growth by country 2008 - 2009
Austria
13.4 %
Greece
9.6 %
9.4 %
Finland
9.4 %
Denmark
8.9 %
Poland
Slovenia
8.6 %
Croatia
6.2 %
Turkey
5.0 %
Belgium
4.5 %
Germany
4.0 %
Spain
3.1 %
Italy
1.0 %
Netherlands
0.2 %
Hungary
-0.047 %
UK
-5.3 %
Sweden
-5.4 %
Romania
-5.5 %
France
-6.0 %
Slovakia
-9.2 %
Norway -11.1 %
-12
-9
-6
-3
0
3
Growth %
6
9
12
15
Guy Phillipson, Chairman IAB Europe & CEO IAB UK
“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 -
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”
© IAB Europe
19
Regional and country detail Western Europe
Spend by format and by country: Western Europe
5000
Display
Search
Other
Million Euros
4000
3000
2000
1000
lan
Gr
ee
ce
d
d
Ire
lan
er
tz
Sw
i
Fin
lan
d
a
tr i
Au
s
m
Be
lg
iu
De
nm
ar
k
y
No
rw
a
de
n
Sw
e
ain
Sp
ly
Ne
th
er
lan
ds
Ita
an
ce
Fr
Ge
rm
an
UK
y
0
€3.2
€5.6
Other
€65.9
€30.8
€21.6
€24.5
€3.9
€9.1
€6.1
€2.5
Search
€2408.9
€1461.2
€572.0
€316.4
€410.0
€356.4
€124.7
€95.6
€148.9
€104.7
€75.2
€63.0
€93.5
€42.3
Classifieds
€759.7
€636.5
€704.4
€185.3
€175.0
€44.7
€153.4
€161.7
€91.5
€107.4
€46.6
€90.3
€29.9
€24.9
€0.0
Display
€776.7
€993.9
€453.0
€326.0
€205.6
€278.3
€179.7
€137.2
€140.6
€80.7
€103.0
€84.0
€58.7
€24.4
€28.5
€40.0
Issue 2
UK
Germany
The 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%
As 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%,
2009 Online Ad Spend
€4,011 m
€3,092 m
2008-2009 online ad spend growth
3.2%
5.2%
2009 main media spend (WARC)
€14,714 m
€17,391 m
Online as a proportion of main media spend (WARC)
27.3%
17.8%
© IAB Europe
20
France
Spain
France, 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%
Spain 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.
€1,760 m
€683 m
2.2%
7.1%
€11,525 m
€5,502 m
15.3%
12.4%
Italy
Sweden
Italy 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.
At 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%.
€467 m
2.7%
€849 m
€2,069 m
6.4%
23%
€8,259 m
10.3%
Netherlands
The 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.
€815 m
1.8%
€3,746 m
21.8%
Norway
Norway 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%.
€401 m
1.4%
€1,714 m
23.4%
© IAB Europe
21
Denmark
Finland
One 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%.
The 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%).
€384 m
€182 m
2%
4.4%
€1,507
€1,296 m
25.5%
14%
Belgium
Ireland
Belgium devotes 10.6% of main media spend to online. Classifieds &
Directories account for 37%, Search 36% and Display 28%.
Ireland 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.
€293 m
4.6%
€2,753 m
10.6%
Switzerland
Switzerland 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%.
€237.3 m
€3,822.3 m
9.3%
€97,2 m
€1,224.4 m
7.9%
Greece
Greece 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.
€69 m
Austria
48.9%
Although 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%).
€1,654 m
4.1%
€228 m
14%
€3,039 m
7.5%
© IAB Europe
22
Regional and country detail Central and Eastern Europe
Spend by format and by country: Central and Eastern Europe
600
Display
Search
Other
500
Million Euros
400
300
200
100
€8.4
Other
€4.7
€0.9
ia
an
m
Ro
tia
Cr
oa
a
Slo
ve
va
Slo
lg
Bu
ni
kia
ia
ar
y
ar
Hu
Tu
ng
rk
d
Po
lan
a
ssi
Ru
ey
0
€0.2
Search
€255.5
€82.4
€53.8
€18.5
€6.6
€3.8
€4.5
€5.0
€0.6
Classifieds
€84.2
€47.0
€29.8
€12.4
€4.0
€5.2
€1.2
€4.0
€0.01
Display
€174.1
€158.4
€36.8
€49.1
€14.0
€15.3
€14.0
€5.7
€12.3
Although overall online ad spend is low in this region compared to Western Europe, three of the four fastest growing online markets all come from
this region - Greece, Turkey and Poland.
Russia
Poland
Russia 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%).
The 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%).
€514 m
€296 m
€4,405 m
12.7%
11.7%
€2,210 m
13.4%
© IAB Europe
23
Regional and country detail Central and Eastern Europe
Turkey
Slovenia
Turkey 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%).
Slovenia 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%.
€120 m
11.7%
€21 m
€1,313 m
1.6%
9.2%
€305 m
6.7%
Hungary
Although 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%).
Croatia
€85 m
€15 m
6.8%
-2.7%
€843 m
€239 m
10.1%
6.2%
The 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.
Bulgaria
Romania
This 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%).
Romania 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%.
€25 m
€395
6.2%
Slovakia
At -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%).
€24 m
-5.5%
€13 m
-4.5%
€710 m
1.8%
© IAB Europe
24
Forecasting the European Market
Display bounces back
Screen Digest expects online advertising to resume double-digit growth in 2010 and 2011
By Vincent Létang and Daniel Knapp, senior analysts, advertising research
Following the 2009 recession, the advertising market is recovering across
Europe, and across most media categories. Screen Digest is forecasting
Western Europe to grow by 3.7% for all media ad spend while Central and
Eastern European markets will see an aggregate growth of 5%.
However, even in the most mature Western European markets like the UK,
Sweden or Germany, online advertising is set to outperform the overall
advertising markets. In Germany, online advertising will grow by 9.5% in
2010 whereas the overall advertising market will post a 3.2% increase.
As for online advertising, recovery means re-acceleration from 4.5%
growth in 2009 to 10.8% in 2010, outperforming all other media
categories once again, although the gap in growth rates is narrowing. This
is the consequence of maturity of online and the fact that television is
bouncing back strongly this year, driven by the World Cup and the
historically cheap rates reached at the end of last year.
Online advertising trends are not just an East-West affair. There are
significant contrasts within the Big Five European advertising markets
(France, Germany, Italy, Spain, UK). Online advertising still commands a
relatively low market share in Italy and Spain, allowing these markets to
grow double-digit in 2010 and beyond as the budget migration from other
media to online is still in full swing.
Online advertising growth will be particularly strong in Central and
Eastern Europe. In this region, a combination of expanding broadband
infrastructure, improved audience measurement and low basis in terms of
online ad spend per capita €3 compared to €34 in Western Europe leaves a
lot of room for growth.
In terms of segments, paid-for search is still driving digital advertising,
with double-digit growth in most of Europe, where advertisers of all sizes
and categories are valuing it as an effective and cost-efficient
communication channel. Google reported UK revenues up 17% year-onyear like-for-like in the first half of 2010, while ‘rest-of-the world’
Online advertising growth by format Europe
20
2009
2010
2011
15.1%
15
12.9%
10.8%
10.8%
10.1%
9.5%
10
7.9%
6.0%
5
4.9%
4.5%
0.3%
0
-1.4%
Total online advertising
Display
Search
-5
© IAB Europe
25
revenues were up 24%. Although we believe Google’s display formats and
revenues, non-European markets have grown even more strongly, Screen
Digest modelling suggests 2010 growth for paid-for search will be
between 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 search
market. Alongside Central and Eastern Europe, we expect Scandinavian
countries to experience the highest growth rates in search in the midterm. In Scandinavia, strong online directories from the pre-Google era
have long hindered the rapid uptake of search advertising, but budgets are
increasingly migrating from directories to search.
increased prices in each format, but by the fact that the market’s centre
of gravity is drifting towards higher-value formats like video, mobile,
special high visibility banner formats and sponsorship. Network
consolidation is also happening in most territories. It is welcomed by the
buying side, which likes to see fragmentation and transaction costs going
down and generating economies of scale in trading. Ad exchanges are
coming of age as the next step in display trading.
But traditional, CPM-based display still has room for growth, as many
mainstream advertisers, for instance in FMCG who had delayed or slowed
down their display uptake in 2009, are returning strongly this year. They
are further encouraged by the widespread availability of video inventory,
most notably catch-up pre-rolls which are often planned alongside
broadcast TV, and the shift of video sharing sites towards professional
content consumption.
However the main feature of internet advertising this year and next is
probably the perspective of renewed online display growth after a severe
slowdown in 2009. This is part of a general return to brand advertising,
also benefitting television and outdoor in particular, after almost two
years of focusing on traffic and direct, ROI-oriented short term
marketing. Although CPMs and CPCs are flat or still going down in most
format categories, many publishers are successful in limiting the erosion
of ‘premium’ CPMs, while ‘remnant’ inventory is increasingly sold using
targeting technologies that make it cost-efficient and attractive for some
categories of advertisers. Revenue growth is thus not generated by
In 2010-2011, many mainstream global advertisers are also gearing up
their use of social media, acknowledging user-friendly buying mechanisms
and the fact that 500 million Facebook users cannot be ignored by any
global brand. The 2010 FIFA World Cup was also the first time the internet
played a massive role in global campaign alongside television.
Total online advertising growth by country
2009
20
2010
2011
17.5%
15
13.6%
12.3%
12.0%
11.5%
9.5%
10
7.7%
9.5%
7.5%
7.1%
7.1%
6.4%
5.2%
5
3.2%
2.2%
0
France
Germany
Italy
Spain
UK
© IAB Europe
26
Broadcasters drive growth in online TV ad revenue
By Marie Bloomfield, analyst, broadband media
Online video consumption in Western Europe is dominated by usergenerated 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.
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.
Online TV advertising revenues (€m)
2010
2009
100
96.2
80
60.7
60
50.0
48.0
48.4
35.6
40
28.3
20
9.2
5.7
4.9
0
France
Germany
Italy
Spain
UK
Source: Screen Digest and comScore
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).
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 adsupported 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
© IAB Europe
27
There are no equivalent propositions in Southern Europe, where
broadcasters have generally been slower to launch expansive adsupported 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 catchup 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.
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.
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.
Online TV advertising revenues as a share of online and TV ad spend 2009
8
7.6%
Share of online ad spend
7
Share of TV ad spend
6.2%
6
5
4
3.6%
3
1.9%
1.8%
2
1.8%
1.0%
0.9%
1
0.2%
0.1%
0
France
Germany
Italy
Spain
UK
© IAB Europe
28
Mobile advertising comes of age
By Julien Theys, senior analyst, mobile media
The past 12 months have paved the way for a maturing period in
mobile 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
Handset Shipments (m)
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.
2008
2009
2010
2011
2012
2013
2014
290
289.6
297.8
303.4
298.8
302.1
307.9
14.8%
19.8%
22.7%
26.2%
29.2%
32.5%
Smartphone share of handset market 11.3%
© IAB Europe
29
Top 10 properties
We would like to thank IAB Europe member comScore for providing us with this data from December 2009
GERMANY
AUSTRIA
Rank
Site
Total Unique Visitors (000)
% of Total Ad Impressions
% Reach
1
News Networld
19.3%
Total Internet : Total Audience
50,771
2
Krone
13.2%
Google Sites
40,850
80.5
3
VOL Vorarlberg Online
6.8%
Microsoft Sites
28,274
55.7
4
willhaben
6.5%
Deutsche Telekom
26,166
51.5
5
ORF
6.5%
eBay
25,679
50.6
6
oe24
5.3%
ProSiebenSat1 Sites
24,155
47.6
7
Austria.com
4.4%
United-Internet Sites
22,110
43.5
8
HEROLD
4.0%
Wikimedia Foundation Sites
22,032
43.4
9
Kurier Online
2.9%
Amazon Sites
21,866
43.1
10
Geizhals
2.7%
AOL LLC
20,848
41.1
Hubert Burda Media
19,346
38.1
Source: The Nielsen Company
100.0
IRELAND
BELGIUM
% Reach
% Reach
1,858
93.5
Google Sites
1,614
86.8
84.9
Microsoft Sites
1,225
65.9
5,545
100.0
Google Sites
5,187
Microsoft Sites
4,709
100.0
FACEBOOK.COM
3,470
62.6
FACEBOOK.COM
1,071
57.6
2,152
38.8
Yahoo! Sites
876
47.2
Belgacom Group
1,927
34.8
AOL LLC
829
44.6
Yahoo! Sites
1,724
31.1
eBay
640
34.4
34.3
eBay
1,685
30.4
637
Telenet Sites
1,642
29.6
Ask Network
531
28.6
NETLOG.COM*
1,595
28.8
Amazon Sites
473
25.4
De Persgroep
1,275
23.0
Apple Inc.
466
25.1
ITALY
DENMARK
% Reach
Rank
Site
3,476
100.0
1
Libero
14.0%
Google Sites
3,135
90.2
2
Tiscali
10.0%
Microsoft Sites
2,609
75.1
3
Alice/Virgilio
9.9%
FACEBOOK.COM
2,421
69.7
4
Repubblica
8.9%
Eniro Sites
1,293
37.2
5
Corriere della Sera
6.5%
DR.DK
1,260
36.2
6
Yahoo
4.3%
eBay
1,190
34.2
7
TGcom
3.2%
XTV2 Danmark
1,147
33.0
8
Il Meteo
3.1%
XJP Politiken Hus
1,134
32.6
9
MSN
3.1%
XWikimedia Foundation Sites
1,095
31.5
10
Gazzetta
2.0%
957
27.5
Yahoo! Sites
NETHERLANDS
FINLAND
% Reach
Rank
Site
3,260
100.0
1
De Telegraaf
6.0%
Google Sites
2,899
88.9
2
De Financiele Telegraaf
4.8%
Microsoft Sites
2,422
74.3
3
Funda
4.7%
FACEBOOK.COM
2,193
67.3
4
Tiscali Netherlands
4.1%
SanomaWSOY
1,958
60.1
5
RTL Group
3.8%
1,679
51.5
6
Algemeen Dagblad
3.8%
Eniro Sites
1,635
50.2
7
Voetbal International
3.2%
ILTALEHTI.FI
1,510
46.3
8
Autotrader
3.0%
MTV3.FI
1,331
40.8
9
Nu.nl
2.7%
IRC-GALLERIA.NET
1,247
38.2
10
AutoTelegraaf
2.6%
YLE.FI
1,105
33.9
FRANCE
NORWAY
% Reach
44,127
100.0
Google Sites
36,757
Microsoft Sites
% Reach
3,095
83.3
Google Sites
2,642
100.0
85.4
33,478
75.9
Microsoft Sites
2,498
80.7
FACEBOOK.COM
25,149
57.0
Schibsted (Anuntis-Infojobs-20minutos)
2,259
73.0
Orange Sites
23,090
52.3
FACEBOOK.COM
2,153
69.6
Iliad - Free.fr Sites
20,819
47.2
Eniro Sites
1,453
46.9
Yahoo! Sites
19,671
44.6
Telenor
1,350
43.6
18,829
42.7
AS Avishuset Dagbladet
1,294
41.8
Comment Ca Marche
18,359
41.6
1,260
40.7
Groupe PPR
18,212
41.3
NRK Sites
1,021
33.0
Groupe Pages Jaunes
17,847
40.4
TV2 Sites
897
29.0
Source: comScore – Data in above charts is for age 15+
except for UK, France, Germany and Spain which is age 6+
© IAB Europe
30
Top 10 properties
SWITZERLAND
PORTUGAL
% Reach
% Reach
4,519
93.4
Google Sites
4,217
93.3
3,428
89.6
Microsoft Sites
3,492
77.3
Portugal Telecom
2,385
62.3
FACEBOOK.COM
2,643
58.5
HI5.COM
2,252
58.9
Swisscom Sites
1,950
43.2
Yahoo! Sites
1,349
35.3
1,891
41.8
UOL
1,320
34.5
Yahoo! Sites
1,668
36.9
3,825
100.0
Google Sites
3,572
Microsoft Sites
100.0
1,306
34.1
Apple Inc.
1,504
33.3
Grupo Impresa
1,251
32.7
MIH Limited
1,337
29.6
iG Sites
1,202
31.4
eBay
1,228
27.2
WordPress
1,154
30.2
Deutsche Telekom
1,189
26.3
RUSSIA
TURKEY
% Reach
36,589
100.0
Yandex
22,124
Mail.Ru Sites
Google Sites
% Reach
20,579
100.0
60.5
Google Sites
19,204
93.3
21,453
58.6
Microsoft Sites
18,431
89.6
19,451
53.2
FACEBOOK.COM
17,128
83.2
Vkontakte
17,127
46.8
Dogan Online
12,158
59.1
RosBusinessConsulting
16,023
43.8
Milliyet Group
9,213
44.8
Rambler Media
13,875
37.9
BLOGCU.COM
9,132
44.4
AOL LLC
13,714
37.5
Mynet A.S.
8,612
41.8
BitTorrent Network
10,651
29.1
Hurriyet Internet Group
8,193
39.8
Microsoft Sites
10,309
28.2
Nokta Internet Teknolojileri
7,723
37.5
9,864
27.0
7,111
34.6
SPAIN
UK
% Reach
21,637
100.0
Google Sites
18,396
Microsoft Sites
% Reach
42,258
100.0
85.0
Google Sites
38,944
92.2
17,082
78.9
Microsoft Sites
34,591
81.9
FACEBOOK.COM
10,671
49.3
FACEBOOK.COM
32,415
76.7
Yahoo! Sites
10,535
48.7
Yahoo! Sites
25,650
60.7
8,934
41.3
eBay
22,936
54.3
Grupo Prisa
8,635
39.9
BBC Sites
21,156
50.1
RCS Media Group
8,466
39.1
Amazon Sites
19,101
45.2
Vocento
8,169
37.8
17,570
41.6
Schibsted (Anuntis-Infojobs-20minutos)
7,949
36.7
Ask Network
16,993
40.2
Terra - Telefonica
7,912
36.6
AOL LLC
15,739
37.2
SWEDEN
Rank
Site
1
Aftonbladet
2
Expressen
40.2%
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: comScore – Data in above charts is for age 15+
except for UK, France, Germany and Spain which is age 6+
© IAB Europe
25
31
We would like to thank IAB Europe member The Nielsen Company for providing us with this data from 2009
GERMANY
AUSTRIA
Rank
Site
Rank
Site
1
News Networld
19.3%
1
T-Online
2
Krone
13.2%
2
Bild.de
7.6%
3
VOL Vorarlberg Online
6.8%
3
wer-kennt-wen
7.1%
4
willhaben
6.5%
4
mobile
3.5%
5
ORF
6.5%
5
GMX
3.4%
6
oe24
5.3%
6
eBay
3.3%
7
Austria.com
4.4%
7
Spiegel Online
3.2%
8
HEROLD
4.0%
8
Web
2.8%
9
Kurier Online
2.9%
9
MSN
2.4%
10
Geizhals
2.7%
10
Yahoo
2.1%
ITALY
BELGIUM
Rank
Site
25.5%
Rank
Site
1
7Sur7
20.2%
1
Libero
14.0%
2
HLN
17.9%
2
Tiscali
10.0%
3
Skynet Belgacom
10.4%
3
Alice/Virgilio
9.9%
4
2dehands
3.3%
4
Repubblica
8.9%
5
Vlan
3.3%
5
Corriere della Sera
6.5%
6
Gazet van Antwerpen
2.8%
6
Yahoo
4.3%
7
Corelio - De Standaard
2.7%
7
TGcom
3.2%
8
Hebbes
2.6%
8
Il Meteo
3.1%
9
Le Soir
2.5%
9
MSN
3.1%
10
Nieuwsblad
2.5%
10
Gazzetta
2.0%
NETHERLANDS
DENMARK
Rank
Site
Rank
1
TV2
13.0%
1
De Telegraaf
6.0%
2
Ekstra Bladet
11.3%
2
De Financiele Telegraaf
4.8%
3
Den Bla Avis
6.9%
3
Funda
4.7%
4
BT
5.7%
4
Tiscali Netherlands
4.1%
5
Jubii
5.2%
5
RTL Group
3.8%
6
Eniro
4.9%
6
Algemeen Dagblad
3.8%
7
MSN
4.8%
7
Voetbal International
3.2%
8
Sondagsavisen
4.8%
8
Autotrader
3.0%
9
Politiken
3.5%
9
Nu.nl
2.7%
10
Bilbasen
3.4%
10
AutoTelegraaf
2.6%
NORWAY
FRANCE
Rank
Site
Site
Rank
Site
1
L Equipe
9.0%
1
VG Nett
2
Le Monde
8.2%
2
Finn
8.5%
3
Yahoo
7.1%
3
Sol
5.8%
4
JeuxVidéo.com
5.5%
4
Dagbladet
5.4%
5
01 Net
4.4%
5
Nettavisen
5.0%
6
Boursorama Groupe
3.7%
6
Aftenposten
3.9%
7
Le Figaro
3.7%
7
MSN
3.1%
8
Orange
3.7%
8
Hegnar Online
2.7%
9
Pages Jaunes
3.5%
9
NRK
2.6%
10
Skyrock.com
3.3%
10
ABC Startsiden
1.7%
51.7%
© IAB Europe
26
32
TURKEY
PORTUGAL
Rank
Site
Rank
1
Sapo
25.0%
1
Mynet
11.4%
2
Record
13.7%
2
Milliyet
9.2%
3
A Bola
12.6%
3
Hurriyet
7.2%
4
Iol Portugal
8.9%
4
Memurlar.net
5.6%
5
Publico
8.3%
5
SABAH
3.9%
6
Jornal de Negocios
3.6%
6
Haber7
3.8%
7
Correio da Manhã
3.6%
7
Sahadan.com
3.8%
8
O Jogo
2.5%
8
Internet Haber
3.4%
9
Jornal de Noticias
2.2%
9
Zaman
2.6%
10
Losomundo
2.2%
10
Ekolay.net
2.5%
UK
SPAIN
Rank
Site
Site
Brand
% Reach
1
Marca
18.9%
TOTAL:
38,931
98
2
El Mundo
12.8%
Google
34,299
86
3
Diario AS
6.6%
MSN/WindowsLive/Bing
28,487
72
4
Terra
5.9%
Facebook
23,404
59
5
MSN Spain - Windows Live
5.3%
BBC
21,447
54
6
Sport.es
3.7%
Yahoo!
21,009
53
7
Orange
3.0%
Amazon
20,701
52
8
El Pais
2.6%
Microsoft
18,579
47
9
Idealista
2.4%
eBay
18,115
46
10
Elconfidencial.com
2.2%
YouTube
17,110
43
Wikipedia
14,030
35
SWEDEN
Rank
Site
1
Aftonbladet
2
Expressen
40.2%
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%
SWITZERLAND
Rank
Site
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%
© IAB Europe
33
Internet Penetration in Europe
Austria
BELGIUM
Total population
8.4m
Total population
Internet penetration 16 years +
67 %
BULGARIA
10.8m
66%
Total population
7.6m
40%
Source 2009 Eurostat Online Database
Source 2009 Eurostat Online Database &
InSites MC DC 2009 CATI Research & Forrester Data
CROATIA
DENMARK
FINLAND
Total population
4.4m
Total population
3.5m
Total population
3.3m
44%
80%
75%
FRANCE
GERMANY
GREECE
Total population
64.7m
61%
Total population
81.8m
69%
Total population
11.3m
42%
HUNGARY
IRELAND
ITALY
Total population
10.0m
45%
Total population
4.5m
Total population
60%
60.3m
52%
NETHERLANDS
NORWAY
POLAND
Total population
16.6m
85%
Total population
4.9m
Total population
83%
38.2m
44%
© IAB Europe
34
Internet Penetration in Europe
SLOVAKIA
ROMANIA
Total population
21.5m
44%
SLOVENIA
Total population
5.4m
Total population
2.0m
66%
58%
SPAIN
SWEDEN
SWITZERLAND
Total population
46m
Total population
9.3m
Total population
7.8m
50%
82%
73%
UK
Total population
62m
73%
© IAB Europe
35
Appendix i – definition of formats
The following four formats are collated as part of this report:
Display advertising
An 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.
‘Other’ Category
This 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.
Where possible, transaction related payment models have been
excluded, leaving non-transaction based affiliate revenues
incorporated into display.
Mobile advertising is advertising viewed or read on a mobile phone.
Search
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.
Fees 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
w
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
Contents of ‘Other’ category
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
Paid inclusion – guarantees that a marketer’s URL is indexed by a
search engine. The engine’s search algorithms determine the
listing..
Classifieds
Fees 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 businessto-business or business-to-consumer.
Austria
Denmark
France
Hungary
Italy
Netherlands
Norway
Romania
Spain
Slovenia
Sweden
UK
newsletter advertising only
supplied as ‘Other’ by FDIM
newsletter and mobile advertising
mobile advertising only
mobile and in-game advertising
newsletter, in-game and mobile advertising
mobile, newsletter and solus email advertising
© IAB Europe
36
Appendix ii – The Participating IABs
IAB Austria
IAB Netherlands
www.iab-austria.at
Partner: Focus MR
www.iab.nl
Partner: Nielsen Media Research
IAB Belgium
IAB Chapter in Norway
www.iab-belgium.be
Source: CIM
www. inma.no
Partner: ANFA
IAB Chapter in Bulgaria (Interactive Association)
IAB Poland
www.iabulgaria.bg
www.iabpolska.pl
Partner: PricewaterhouseCoopers Poland
IAB Chapter in Croatia (INAMA)
www.inama.hr
Source: PricewaterhouseCoopers
IAB Romania
www.iab-romania.ro
Partner: PricewaterhouseCoopers Romania
IAB Chapter in Denmark (FDIM)
www.fdim.dk
Partner: Deloitte
IAB Russia
www.iabrus.ru
Partner: Russian Association of Communication Agencies
IAB Finland
www.iab.fi
Partner: TNS Gallup Oy Media Intelligence
IAB Chapter in Slovakia (AIM)
www.aimsr.sk
Source: Mediana
IAB France
www.iabfrance.com
Partner: France Pub
IAB Slovenia
IAB Chapter in Germany (OVK)
IAB Spain
www.bvdw.org
Partner: Nielsen Media Research
www.iabspain.net
Partner: PricewaterhouseCoopers
IAB Greece
IAB Sweden
www.iab.gr
www.iabsverige.se
Source: IRM
www.soz.si
IAB Hungary
www.iab.hu
IAB Switzerland
IAB Ireland
IAB Turkey
www.iabireland.ie
Partner: PricewaterhouseCoopers Ireland
www.iab-turkiye.org
Partner: Turkish Advertising Agencies Association
IAB Italy
IAB UK
www.iab.it
Partner: Assointernet/Nielsen Media Research
www.iabuk.net
Source: MediaFocus
© IAB Europe
37
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
been used. To provide data for previous year growth rates, the prior
year’s figures are also re-calculated using the current report’s yearaverage exchange rate in order to give transparency over the growth
rate.
The chart below shows the amounts of estimated and adjusted data
for each country
Actual, adjusted and estimated data 2009
Million Euros
Actual
€10,798
Adjusted
€2,730
Estimated
€1,173
© IAB Europe
38
Appendix iv – Estimates and adjustments
Austria
w Display discounted by 20% to adjust from ratecard to gross
w Classifieds & directories estimated using ratio
w Affiliates category deleted
Belguim
w Ratecard data on display market supplied by CIM
w IAB Europe applied a discount of 38% to estimate gross revenue
w Other categories were estimated by IAB Europe using European
averages
Bulgaria
w Display and classifieds & directories modelled by IAB Europe
based on figures provided by IAB Bulgaria
w Search estimated using CEE ratio
Croatia
w Data grossed up by 20% for display and 25% for search booked
through agencies to adjust from net to gross
Denmark
w Classified figure adjusted to discount e-commerce revenue and
auctions using IAB Europe estimates
w Email marketing figures not included
Finland
w Figures for all formats increased by 15% to adjust from net to gross.
w Search category includes directories
France
w Newsletter advertising estimated by IAB EU to be 20% of Email
Marketing category, this 20% was included in display, remaining
email marketing excluded
w IAB Europe estimated value of classifieds & directories, added
this to value for directories
Germany
w Non transaction affiliate category has been moved in to display
w Classifieds & Directories estimated using Western Europe average
growth rate
Greece
w No estimates for Classifieds & Directories
Hungary
w No adjustments needed
Ireland
w No adjustments needed
w Note that the data from IAB Ireland was only available for
publication end July, and is therefore not included in the overall
total or any other aggregated data included in this report
Italy
w Email marketing excluded
Netherlands
w 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
Norway
w Newsletter advertising and mobile spends included in ‘other’
Poland
w Mobile grossed up by 15% to adjust from net to gross
w Email marketing deleted
Romania
w Online video and contextual advertising, non transaction based
affiliate and integrated content were added into display
w Solus email was added to ‘other’
w Classifieds & Directories estimated using CEE growth rate applied
to 2008 figure
Russia
w Classifieds & Directories estimated using average CEE market share
Slovakia
w Sponsorship, slotting fees and rich media added in to display
w Display grossed up by 12.5% to adjust from net to gross
w Lead generation and email marketing values excluded
Slovenia
w No adjustments made
Spain
w 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
Sweden
w Transaction related affiliate marketing deducted from display
w 8% decuducted from display to eliminate transaction related
payments
w 10% deducted from search to eliminate SEO from reported search
total
Turkey
w Value grossed up by 15% to adjust net to gross
w IAB Europe estimated split between display and search and added
estimated classifieds and directories, applying average growth
rate to 2008 value
The UK
w Newsletter advertising moved from display to ‘other’
© IAB Europe
39
Appendix v – Our research partners
www.comscore.com
www.nielsen-online.com
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.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.
WARC
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.screendigest.com
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.
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.
© IAB Europe
40
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 Europe
www.IABEurope.eu
Alain Heureux
President, IAB Europe
[email protected]
Catherine Borrel
Research Manager, IAB Europe
[email protected]
+44 (0) 7870 78 12 60
Lucy Green
Press Relations, IAB Europe
[email protected]
+44 (0) 7817 69 83 66
© IAB Europe
41

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