AdEx Benchmark Study 2018€¦ · AdEx Benchmark Study 2018 The definitive guide to the state of...
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# adexbenchmark AdEx Benchmark Study 2018 The definitive guide to the state of the European digital advertising market
Transcript of AdEx Benchmark Study 2018€¦ · AdEx Benchmark Study 2018 The definitive guide to the state of...
#adexbenchmark
AdEx Benchmark Study 2018
The definitive guide to the state of the European digital advertising market
#adexbenchmark
The data and charts shown in this report cannot be used without the expressed permission of IAB
Europe
All data and analysis must be quoted as “Source: IAB Europe AdEx Benchmark Study”.
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About the study
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A meta-analysis of digital ad spend in Europe
RATECARD
Campaigns x Ratecard
GROSS
Spend Billed
NET
Revenue Billed No Agency commissions
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About the data
This market sizing is based on the following methods:
• Reported data from national IABs
• Data harmonised in gross = after discounts, before agency commissions
• Estimates by national IABs based on local insight
• Modelling based on company reports and market data
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Data for 28 markets 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• Ukraine [NEW]
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The size of the digital advertising market in Europe
€55.1bn +13.9%
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€48.5bn net addition in 13 years, market, more than doubled since 2012
6.69.2
14.5 15.818.8
21.924.4
28.632.1
37.141.8
48.4
55.1
0
10
20
30
40
50
60
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Total digital ad spend: historical perspective€48.5 bn
Source: IAB Europe AdEx Benchmark 2018 Study
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Digital drives paid-media ad market to new high: time-series now shows clear bi-furcation of ad market since 2010
97.1 101.4 96.977.9 82.9 82.7 79.2 75.1 73.2 72.3 70.8 69.1 66.4
6.7 9.3 14.7
16.019.1 22.2 24.8 29.0 32.6 37.7 42.5 48.4 55.1
0
20
40
60
80
100
120
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Europe: traditional vs digital advertising (€bn)
Other Media Online
Digital: 45% of all paid-media
advertising
Source: IAB Europe AdEx Benchmark 2018 Study
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Fastest growth since 2011
39.0%
58.6%
8.9%
18.6% 16.5%11.5% 11.9% 11.6% 13.1% 12.2% 13.2% 13.9%
0%
10%
20%
30%
40%
50%
60%
70%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Historical digital advertising market growth
Source: IAB Europe AdEx Benchmark 2018 Study
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Markets
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0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000
Norway
Switzerland
Sweden
Spain
Netherlands
Italy
Russia
France
Germany
UK
Top 10 markets ranked
2018 2017
Top 6 ranking stable whilst Spain, Sweden, Norway move up
Source: IAB Europe AdEx Benchmark 2018 Study
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Market size by country
18,3
99
7,20
1
5,24
4
4,09
3
2,94
3
2,17
5
2,15
2
2,05
4
2,01
0
1,11
1
1,04
2
1,02
5
1,01
5
807
675
659
577
565
475
288
162
161
70 56 53 51 48 35
0%
5%
10%
15%
20%
25%
30%
0
5,000
10,000
15,000
20,000
UK
Germ
any
Fran
ce
Russ
ia
Italy
Net
herla
nds
Spai
n
Swed
en
Switz
erla
nd
Nor
way
Denm
ark
Pola
nd
Belg
ium
Czec
h Re
publ
ic
Aust
ria
Turk
ey
Irela
nd
Finl
and
Ukr
aine
Hun
gary
Slov
akia
Gree
ce
Rom
ania
Croa
tia
Slov
enia
Bulg
aria
Bela
rus
Serb
ia
Digital ad spend & growth by country
2018 YoY
€m
year-on-year growth
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Growth driven by CEE
26.9
%
24.9
%
23.6
%
20.9
%
20.1
%
18.3
%
18.0
%
16.7
%
16.4
%
16.0
%
15.1
%
15.1
%
14.4
%
14.3
%
14.0
%
13.9
%
12.7
%
12.3
%
11.2
%
10.3
%
10.0
%
8.9%
8.8%
8.0%
7.1%
7.0%
5.8%
1.5%
13.9
0%
0%
5%
10%
15%
20%
25%
30%
Ukra
ine
Russ
ia
Bela
rus
Czec
h Re
publ
ic
Serb
ia
Fran
ce
Croa
tia
Rom
ania
Finl
and
Irela
nd UK
Spai
n
Turk
ey
Norw
ay
Hung
ary
Pola
nd
Slov
enia
Swed
en
Italy
Aust
ria
Denm
ark
Slov
akia
Germ
any
Neth
erla
nds
Switz
erla
nd
Bulg
aria
Gree
ce
Belg
ium
Euro
pean
ave
rage
Digital advertising growth 2018 (YoY)
Source: IAB Europe AdEx Benchmark 2018 Study
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A look back at 2017
Belgium
Bulgaria
Croatia
Czech Republic
Denmark
Finland
France Germany
Greece
Hungary
IrelandItaly
Netherlands
Norway
Poland
Romania
Russia
SlovakiaAustria
Slovenia
Belarus
Spain
Sweden
SwitzerlandTurkey
Serbia
UK
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
- 50 100 150 200 250
Source: IAB Europe AdEx Benchmark 2018 Study
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Belgium
Bulgaria
Croatia
Czech Republic
Denmark
Finland
France
Germany
Greece
Hungary Ireland
Italy
Netherlands
Norway
Poland
Romania
Russia
Slovakia
AustriaSlovenia
Belarus
Spain
Sweden
Switzerland
Turkey
Serbia UK
0%
5%
10%
15%
20%
25%
30%
- 50 100 150 200 250 300
Ukraine
...reveals a Europe of individual growth stories in 2018 Ye
ar-o
n-ye
ar g
row
th
European average linesSource: IAB Europe AdEx Benchmark 2018 Study
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Formats
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€6.7bn added in total in 2018
19,795 23,261
6,3936,886
22,214
24,999
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
2017 2018
Digital ad spend by format (€m)*
Display Classfieds & Directories Search
19,795
6,393
22,214
3,466
493
2,786
0
5,000
10,000
15,000
20,000
25,000
30,000
Display Classfieds &Directories
Search
Net additions 2018 (€m)
2017 2018 addition
+12.5%
+7.7%
+17.5%
Source: IAB Europe AdEx Benchmark 2018 Study
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Display closes gap to search
34.1% 36.6% 36.6%47.3% 48.0% 47.1% 48.8% 49.2% 46.7% 46.7% 45.2% 45.9% 45.3%
18.3% 14.9% 18.9%
18.9% 20.7% 19.6% 18.5% 16.8% 15.6% 16.4% 15.2% 13.2% 12.5%
47.6% 48.5% 44.5%33.8% 31.3% 33.3% 32.7% 34.0% 37.7% 36.9% 39.6% 40.9% 42.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Digital ad spend split by format
Search Classifieds & Directories Display
Source: IAB Europe AdEx Benchmark 2018 Study
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Mobile closes in on 50% of all digital ad spend
57.2% 51.1%
42.8% 48.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2017 2018
Display
Desktop Mobile
59.5% 53.7%
40.5% 46.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2017 2018
Search
Desktop Mobile
Shar
e of
form
at
Shar
e of
form
atSource: IAB Europe AdEx Benchmark 2018 Study
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32.0
%
27.0
%
23.0
%
21.8
%
21.0
%
19.8
%
19.0
%
18.1
%
17.8
%
16.6
%
16.5
%
16.3
%
16.2
%
15.9
%
15.2
%
14.2
%
13.4
%
13.2
%
13.0
%
10.4
%
8.6%
8.5%
7.1%
6.8%
6.3%
3.6%
1.8%
-0.1
%
17.5
%
-5%
0%
5%
10%
15%
20%
25%
30%
35%Uk
rain
e
Fran
ce
Russ
ia UK
Spai
n
Czec
h Re
publ
ic
Serb
ia
Norw
ay
Bela
rus
Rom
ania
Croa
tia
Irela
nd
Finl
and
Aust
ria
Turk
ey
Hung
ary
Swed
en
Pola
nd
Italy
Denm
ark
Slov
enia
Slov
akia
Germ
any
Bulg
aria
Neth
erla
nds
Switz
erla
nd
Gree
ce
Belg
ium
Euro
pean
Ave
rage
Digital display growth 2018 by market
8 markets have display growth above European average: diverse group of mature & emerging markets
Source: IAB Europe AdEx Benchmark 2018 Study
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Uneven picture across Europe as classifieds & directories benefit from consolidation, but shift to display-based ad model
40.0
%
32.9
%
23.4
%
20.0
%
18.0
%
15.0
%
14.4
%
13.6
%
12.5
%
11.1
%
10.2
%
8.6%
7.5%
6.9%
6.6%
6.3%
6.1%
6.0%
6.0%
6.0%
5.9%
5.1%
5.0%
4.1%
3.9%
2.0%
-0.9
%
-1.3
% 7.7%
-5%0%5%
10%15%20%25%30%35%40%45%
Russ
ia
Slov
enia
Pola
nd
Serb
ia
Ukra
ine
Croa
tia
Spai
n
Hung
ary
Bela
rus
Germ
any
Turk
ey
Irela
nd
Fran
ce
Czec
h Re
publ
ic
Italy
Denm
ark
Finl
and
Bulg
aria
Slov
akia
Switz
erla
nd
Neth
erla
nds
Aust
ria
Rom
ania
Norw
ay
Belg
ium
Gree
ce
Swed
en UK
Euro
pean
Ave
rage
Digital classifieds & directories growth 2018 by market
Source: IAB Europe AdEx Benchmark 2018 Study
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Search growth led by CEE markets
37.5
%
25.9
%
25.0
%
25.0
%
22.5
%
21.2
%
20.7
%
20.0
%
16.7
%
15.9
%
14.5
%
14.3
%
14.0
%
13.4
%
12.0
%
11.9
%
11.0
%
11.0
%
10.8
%
10.0
%
9.2%
9.0%
8.5%
8.0%
7.8%
7.5%
3.7%
1.9%
12.5
%
0%5%
10%15%20%25%30%35%40%
Bela
rus
Serb
ia
Czec
h Re
publ
ic
Ukra
ine
Croa
tia
Russ
ia
Finl
and
Rom
ania
Irela
nd
Norw
ay
Swed
en UK
Hung
ary
Turk
ey
Slov
akia
Slov
enia
Denm
ark
Fran
ce
Pola
nd
Neth
erla
nds
Spai
n
Germ
any
Italy
Switz
erla
nd
Bulg
aria
Gree
ce
Aust
ria
Belg
ium
Euro
pean
Ave
rage
Search growth 2018 by market
Source: IAB Europe AdEx Benchmark 2018 Study
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Non-Video Display28.8%
Video12.1%
Classifieds & Directories
13.2%
Search45.9%
2017
Non-Video Display Video Classifieds & Directories Search
Expansion of video drives share gains of total display
Non-Video Display28.3%
Video13.9%
Classifieds & Directories
12.5%
Search45.3%
2018
Non-Video Display Video Classifieds & Directories Search
Total Display: 40.9%*
Total Display: 42.2%
*share of total display slightly higher than sum of sub-formats due to roundingSource: IAB Europe AdEx Benchmark 2018 Study
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Video reaches1/3 of display
14.0 15.6
5.8
7.6
0.0
5.0
10.0
15.0
20.0
25.0
1 2
Display by format (€bn)
Non-Video Display Video
70.5% 67.2%
29.5% 32.8%
0%
20%
40%
60%
80%
100%
2017 2018
Share of display total
Non-Video Display Video
11.9%
30.9%
0%
5%
10%
15%
20%
25%
30%
35%
Non-VideoDisplay
Video
2018 growth
Source: IAB Europe AdEx Benchmark 2018 Study
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Out-Stream (+44.7% YoY) on par with in-stream video (+19.7% YoY)*
55.3%
44.7%
2017: Share of digital video ad spend
In-Stream Out-Stream
50.6%
49.4%
2018: Share of digital video ad spend
In-Stream Out-Stream
*Out-Stream includes ‘in-feed’. Methodology change vs 2017 study.Source: IAB Europe AdEx Benchmark 2018 Study
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Video is 1/3 of digital display advertising…
43.9
%
41.6
%
40.6
%
38.6
%
37.4
%
33.6
%
31.1
%
30.8
%
29.2
%
29.0
%
28.6
%
28.0
%
27.3
%
26.5
%
24.7
%
23.8
%
23.3
%
22.2
%
21.5
%
21.2
%
20.9
%
18.9
%
18.1
%
17.8
%
17.8
%
15.5
%
15.2
%
14.6
%
32.8
%
0%5%
10%15%20%25%30%35%40%45%50%
UK
Ukra
ine
Irela
nd
Swed
en
Italy
Fran
ce
Rom
ania
Germ
any
Pola
nd
Czec
h Re
publ
ic
Bulg
aria
Belg
ium
Croa
tia
Neth
erla
nds
Turk
ey
Bela
rus
Gree
ce
Spai
n
Slov
akia
Switz
erla
nd
Serb
ia
Norw
ay
Denm
ark
Slov
enia
Aust
ria
Hung
ary
Russ
ia
Finl
and
Euro
pean
Ave
rage
Video share of digital display 2018
Source: IAB Europe AdEx Benchmark 2018 Study
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…and strong double-digit growth in mature & emerging markets
52.9
%
52.0
%
46.8
%
45.2
%
45.1
%
40.9
%
38.0
%
34.0
%
32.7
%
32.1
%
31.6
%
31.2
%
30.9
%
30.9
%
30.0
%
29.9
%
25.5
%
21.7
%
19.3
%
18.5
%
16.9
%
15.8
%
15.5
%
15.0
%
13.3
%
13.3
%
12.1
%
4.4%
30.9
%
0%
10%
20%
30%
40%
50%
60%
Serb
ia
Bela
rus
Fran
ce
Russ
ia
Rom
ania
Czec
h Re
publ
ic
Ukra
ine
Irela
nd UK
Denm
ark
Pola
nd
Norw
ay
Germ
any
Turk
ey
Slov
enia
Hung
ary
Swed
en
Italy
Spai
n
Aust
ria
Bulg
aria
Gree
ce
Switz
erla
nd
Croa
tia
Neth
erla
nds
Slov
akia
Finl
and
Belg
ium
Euro
pean
…
Digital video ad growth 2018
9 markets within +/-5% of European Average
Source: IAB Europe AdEx Benchmark 2018 Study
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Social climbed from 35% to 50% of display in 3 years
34.8%
65.2%
2016
Social Other Display
43.5%
56.5%
2017
Social Other Display
49.5%
50.5%
2018
Social Other Display
Source: IAB Europe AdEx Benchmark 2018 Study
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11.2 11.8
8.611.5
0
5
10
15
20
25
2017 2018
Social vs. other display
Display Non-Social Social
Social fuels display growth in Europe
+33.7%Social growth in 2018
+5.1%Non-Social Display
growth in 2018
+33.7%
+5.1%
+17.5%
Source: IAB Europe AdEx Benchmark 2018 Study
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Display excl. social is 21% of the market
100.0%
42.2%
21.3%
45.3%
12.5%
20.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Search Classfieds &Directories
Total Display Social Display Non-Social Display
Europe: Total digital ad spend split (2018)
€11.7bn
Source: IAB Europe AdEx Benchmark 2018 Study
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Trinity of SoMoVi remains - but other sources of growth are emerging
8.9%
34.8%
2.5%
38.3%
1.3%
41.1%
11.9%
30.9%
5.1%
33.7%
5.0%
34.2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Non-Video Display Video Display Non-Social Display Social Display Desktop Display Mobile Display
2017 vs 2018: display growth
Source: IAB Europe AdEx Benchmark 2018 Study
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ContactDaniel Knapp – @d_knapp
Alison Fennah – [email protected] Puffett – [email protected]
Connect with us:@IABEurope
IAB Europe
www.iabeurope.eu
