Adex 2010

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Adex 2010
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Adex 2010
Internet advertising spending in
Europe (5th edition)
Key findings
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Adex 2010: key findings
Agenda •  Introduc<on and methodology •  Top-­‐line figures •  Key trends Compiled & presented by •  Catherine Borrel, IAB Europe •  Vincent Létang & Daniel Knapp, IHS Screen Digest TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Methodology
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Comparing “apples to apples”
GROSS
Revenue Billed
NET
Revenue Billed
No Agency commissions
RATECARD
Campaigns x
Ratecard
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Key challenges to ensure comparability
•  Fair Gross value •  Category representa<on •  Display •  Search •  Classifieds & Directories •  Other •  Exchange rate adjustments at a constant rate •  Introduc<on of mobile display and mobile search TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Our coverage now includes 25 countries
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
Austria
Belgium
Bulgaria
Czech Republic
Croatia
Denmark
Finland
France
Germany
Greece
Hungary
Ireland
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
Italy
Netherlands
Norway
Poland
Russia
Romania
Slovenia
Slovakia
Spain
Sweden
Switzerland
Turkey
UK
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Topline Figures
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Overall growth: 15.3%
•  At constant country sample (25 countries of 2009 and 2010)
•  At constant exchange rate
Total online advertising (€bn)
20
18
16
14
12
10
2009
2010
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Key facts and figures
•  A €17.7bn market •  Internet adver<sing back to double-­‐digit growth –  Re-­‐accelera<ng to +15.3% in 2010 –  2009: +4.5%, 2008: +20% •  Internet now contributes 18% to all-­‐media adspend •  Online Display showing the strongest growth: + 21.3% TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Europe continues to chase the US
Total online advertising (€bn)
25
20
15
10
5
0
2009
2010
Europe
US
Constant exchange rate: average 2010: 1 EUR = 1.3279 USD
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Display drivers
•  New formats/placorms: video, social, mobile •  Innova<on in targe<ng, audience measurement and banner formats •  General renaissance of branding campaigns and display media TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Key Trends
(segments, markets)
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Segments: display beats search growth in 2010…
25%
21.3%
20%
16.1%
15.3%
15%
10%
7.4%
5%
0%
Display
Search
-5%
2009
Classifieds &
directories
2010
Grand total
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA …but search remains the larger segment
9
€8,0bn
8
7
6
€5,8bn
5
€3,9bn
4
3
2
1
0
Display
Search
2009
2010
Classifieds & directories
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA …however, display increased its share to 33%
Segment market shares (%)
100%
90%
23
21
46
45
30
33
2009
2010
80%
70%
60%
50%
40%
30%
20%
10%
0%
Display
Search
Classifieds/Directories
Other
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Markets: The top 6 make 74% of total adspend
Total online adspend in €m
€ 6,000
€ 4,770
€ 5,000
€ 4,000
€ 3,630
€ 3,000
€ 1,883
€ 2,000
€ 1,000
€ 435
€ 521
€ 565
Denmark
Norway
Sweden
€ 687
€ 814
€ 1,004 € 1,007
€0
Russia
Spain
Italy
Netherlands
France
Germany
UK
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Comparing Markets (1): CEE is catching up
Total online advertising growth 2009 – 2010 (%)
40%
35%
30%
25%
20%
15%
10%
5%
0%
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Comparing Markets (2): Display surges in East & West
Online display advertising growth 2009 – 2010 (%)
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
Poland
Greece
Sweden
Hungary
France
Czech
Republic
Slovakia
Denmark
Bulgaria
Belgium
Italy
Germany
Austria
Turkey
Netherlands
Norway
Croatia
Russia
Spain
Romania
UK
Ireland
Switzerland
Finland
Slovenia
0%
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Mobile display enters the mainstream
Mobile display adspend in proportion of total display (%)
12%
11.4%
10%
8%
6%
3.5%
4%
3.1%
2.8%
2.8%
2%
0.7%
0%
Finland
Italy
Spain
Norway
UK
Hungary
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Market: Growth and maturity
45%
40%
Year-on-year growth 2009-2010
Russia
35%
30%
Romania
Greece
25%
Slovenia
Bulgaria
Turkey
Switzerland
Czech Republic
Spain
Italy
20%
Austria
15%
Croatia
Ireland
10%
Germany
Finland
Hungary
Norway
Denmark
Belgium Poland
UK
Netherlands
Slovakia
France
Sweden
5%
0%
0%
5%
10%
15%
20%
25%
30%
Online advertising market share
*Calculated using WARC & IHS Screen Digest data
35%

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