Hungarian Digital Ad Spend Study...IAB Hungary Adex is the industry standard ad spend study, having...
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Hungarian Digital Ad Spend Study
Transcript of Hungarian Digital Ad Spend Study...IAB Hungary Adex is the industry standard ad spend study, having...
Hungarian Digital Ad Spend Study
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IAB Adex
Digital Ad Spend Study
IAB Adex
IAB (Interactive Advertising Bureau) Adex digital ad spend reports are the industry benchmark numbers worldwide
IAB US publishes its Adex study since 1996
IAB Europe started to publish its Pan-European Adex study in2006, IAB Hungary joined in 2008
Hungarian online ad spend data is available since 2000 (Hungarian Advertising Association’s Internet section), from2008 digital ad spend data (online+mobile) by IAB Hungary
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IAB Hungary Adex
Hungarian Digital Ad Spend
Study
IAB Hungary Adex
Goal: providing thorough, accurate data about the Hungarian
digital ad spend
The study analyzes the net* digital ad spend
IAB Hungary Adex is the industry standard ad spend study,
having the following categories:
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* This is equivalent to IAB Europe’s “gross” definition** From 2015 onwards the mobile ad spend is a subsegment while Display and Search include mobile. This change doesn’t affect the total.
● Categories**
● Display
● Search
● Listing
● Subsegments● Mobile
● Video
● Programmatic
IAB Hungary Adex structure
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* From 2015 onwards the mobile ad spend is a subsegment while Display and Search include mobile. This change doesn’t affect the total.
display search listing email
mobil
video
programmatic
Key categories
Subsegments
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Partners
Partners
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IAB Hungary cooperated with PwC Hungary who collected
market data, estimations and conducted validation discussions.
Online Section of Hungarian Communication Agencies’
Association (MAKSZ) helped our work with providing
aggregated agency data.
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Methodology
IAB Hungary Adex 2016
methodology
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Report is based on data supplied by companies and estimations by experts Display: data collection and estimation (for global players)
Search: estimation (for global players)
Listing: estimation
Email: data collection and estimation
Subsegments (mobile, video, automated): data collection and estimation (for global players)
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IAB Hungary Adex 2016
Key takeaways
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Strong, 22% growth
Mobile share is 27% within display(85% of mobile ad spend goes to global players)
Programmatic spend surpassed 1 billion HUF
Local media players' market share of digital ad spend below 50% for the first time
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2016 Digital ad spend
68,38 billion HUF
+ 22% YoY
Net data
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Digital ad spend in Hungary
Net data
0,9 1,2 1,6 2,4 4,36,9
10,5
15,3
22,323,3
27,231,1
35,7
41,2
49,5
56,2
68,4
0,8% 1,0% 1,3% 1,8% 2,8%
4,1%5,9%
8,1%
11,0%
14,4%
15,9%
18,8%
23,4%
26,5%
29,4%
32,6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
10
20
30
40
50
60
70
80
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
dig
ita
l’s
sha
re o
f to
tal a
d s
pe
nd
ing
(%
)
bill
ion
HU
F
* 2011-2016: net-net digital / net-net total ad spending (without DM)
+22%, +12,2 bln HUF (YoY)
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0,4 0,40,8
1,92,6
3,6
4,8
7,0
1,6
3,93,5
4,5
5,5
8,3
6,7
12,2
41%
33%
50%
79%
60%
52%
46%
45%
7%
16%13%
14% 15%
20%
14%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0,0
2,0
4,0
6,0
8,0
10,0
12,0
14,0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Yo
Y %
bill
ion
HU
F
Growth of digital advertising
Net data
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IAB Hungary Adex 2016
Segment Data
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Net data
Display – search – listing – emailgrowth in each category except e-mail
18 149
16 121
6 062
824
20 962
19 191
8 035
1 246
23 243 22 262
9 326
1 341
28 967
26 936
11 242
1 239
0
5 000
10 000
15 000
20 000
25 000
30 000
35 000
Display Search Listing E-mail
mil
lio
n H
UF
2013 2014 2015 2016
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Display – search – listing – emailsegments’ market share is steady
44%
39%
15%
2%
42%
39%
16%
3%
41%40%
17%
2%
42%
39%
16%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Display Search Listing E-mail
ma
rke
t sh
are
2013 2014 2015 2016
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Display: +25% growthmobile’s share in display is 27%
13,8 13,8 14,8 15,317,3 18,16
21,023,2
29,0
30%
0%
7%3%
13%
5%
15%10,8%
25%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
5
10
15
20
25
30
35
2008 2009 2010 2011 2012 2013 2014 2015 2016
Yo
Y %
bill
ion
HU
F
1516,8 16,9
18,6 18,721,1
0,30,5 1,2
2,3 4,6
7,9
0
5
10
15
20
25
30
2011 2012 2013 2014 2015 2016
bill
ion
HU
F
desktop mobile
98% 97% 93% 89%80%
73%
2% 3% 7% 11%20%
27%
0%
20%
40%
60%
80%
100%
2011 2012 2013 2014 2015 2016
desktop mobileNet data, rounded values
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Search: +21% growthmobile’s share is 33%
3,85,2
7,59,8
12,8
16,119,2
22,3
26,9
192%
37% 44% 31% 30% 26% 19% 16% 21%
0%
50%
100%
150%
200%
250%
0
5
10
15
20
25
30
2008 2009 2010 2011 2012 2013 2014 2015 2016
Yo
Y %
bil
lio
n H
UF
9,8
12,414,3
16,8 17,5 18,1
0,40,7
2,4
4,8
8,8
0,0
5,0
10,0
15,0
20,0
25,0
30,0
2011 2012 2013 2014 2015 2016
bil
lio
n H
UF
desktop mobile
100% 97% 95%88%
79%67%
3% 5%12%
21%33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 2015 2016
desktop mobile
Net data, rounded values
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Net data
Listing: +21% growth
3,5 3,5
44,67 4,65
6,06
8,04
9,33
11,24
21%
0%
14%17%
0%
30%
33%
16%21%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
0
2
4
6
8
10
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2008 2009 2010 2011 2012 2013 2014 2015 2016
Yo
Y %
bil
lio
n H
UF
1 797
900
545
760 650
2 267
1 007
643
275
1 280
590
3 658
1 080
812
275
1 738
472
4 238
1 327
949
480
1 933
400
4 979
1 638
1 123
700
2 262
541
-
500
1 000
1 500
2 000
2 500
3 000
3 500
4 000
4 500
5 000
Classifieds / Job Classifieds / Real Estate Classifieds / Auto Classifieds / Other Price comparison Auction
mil
lio
n H
UF
2012 2013 2014 2015 2016
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Net data
Listing subsegments
+ 17%
+ 23%
+ 18%
+ 46%
+ 17%
+ 35%
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Net data
E-mail marketing
750
850900
950880
824
1 246
1 341
1 239 50%
13%
6% 6%
-7% -6%
51%
8%
-8%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
0
200
400
600
800
1000
1200
1400
1600
2008 2009 2010 2011 2012 2013 2014 2015 2016
Yo
Y %
mil
lio
n H
UF
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IAB Hungary Adex 2016
Subsegments
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Mobile ad spend79% growth
Net data
Market share* 1% 3% 6% 12% 21% 30%
* Compared to relevant segment (Display+Search)
260 896
1 943
4 722
9 336
16 707
245%
117%
143%
98%
79%
0%
50%
100%
150%
200%
250%
300%
-
2 000
4 000
6 000
8 000
10 000
12 000
14 000
16 000
18 000
2011 2012 2013 2014 2015 2016
Yo
Y %
mil
lio
n H
UF
25
Mobileshare of display & search
100%
60% 63%
49% 49% 47%
40% 37%
51% 51% 53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 2015 2016
display searchNet data
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Videosteady growth
Net data
285
503
1 225
1 956
2 169
76%
144%
60%
11%
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
0
500
1000
1500
2000
2500
2012 2013 2014 2015 2016
Yo
Y %
mill
ion
HU
F
4 388
85 85
6 325
580 513
9 053
1 028 944
0
1 000
2 000
3 000
4 000
5 000
6 000
7 000
8 000
9 000
10 000
automated programmatic RTB
mill
ion
HU
F
2014 2015 2016
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Automated tradingprogrammatic: 77% growth and surpassed 1 bln HUF!
Net data Explanation: Google (non-search) and Facebook spend are automated, but not programmatic
RTB
Programmatic
Automated
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IAB Hungary Adex 2016
Ad spend on Local – Global
media players
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Local – Global trendmilestone: global share is above 50%
Net data
17% 21%29% 36% 42% 46% 48% 50% 51%
83% 79%71% 64% 58% 54% 52% 50% 49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2009 2010 2011 2012 2013 2014 2015 2016
ma
rke
t sh
are
(%
)
global local
3,7 4,9
811,3
14,8
19
23,9
28
34,9
18,6 18,9 19,7 19,9 20,822,2
25,6
28,2
33,5
0,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
40,0
2008 2009 2010 2011 2012 2013 2014 2015 2016
bill
ion
HU
F
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Local – Global trendgrowth of ad spending still higher on global players
Net data
1,2
3,1 3,33,6
4,2
4,9
4,1
6,9
0,40,8
0,2
0,91,4
3,4
2,6
5,3
0,0
1,0
2,0
3,0
4,0
5,0
6,0
7,0
8,0
2009 2010 2011 2012 2013 2014 2015 2016
bill
ion
HU
F
YoY growth (billion HUF)
global
local
32%
63%
41%
32%28%
26%
17%
25%
2% 4%1%
5% 7%
15%10%
19%
0%
10%
20%
30%
40%
50%
60%
70%
2009 2010 2011 2012 2013 2014 2015 2016
YoY growth (%)
14,9 14,0
11,7
8,6
6,0
3,21,7
0,2 -1,5
-2,0
3,0
8,0
13,0
18,0
2008 2009 2010 2011 2012 2013 2014 2015 2016
bill
ion
HU
F
Difference between ad spendings on global - local
players
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Local – Global trenddisplay: global players are gaining share
100%93%
89% 85%81% 81%
75% 72%
7%11% 15%
19% 19%25% 28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012 2013 2014 2015 2016
local global
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Local – Global trendmobile: global dominance
100%
50%
20% 18% 15% 15%
50%
80% 82% 85% 85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 2015 2016
local global
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IAB Hungary Adex 2016
Appendix
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Digital Ad Market 2013-2016Key categories (YoY, share)
Net data
2013 spend 2014 spend 2015 spend 2016 spendChange
2016/2015Share
Display 18 149 mln HUF 20 962 mln HUF 23 243 mln HUF 28 967 mln HUF 25% 42%
Search 16 121 mln HUF 19 191 mln HUF 22 262 mln HUF 26 936 mln HUF 21% 39%
Listing 6 062 mln HUF 8 035 mln HUF 9 326 mln HUF 11 242 mln HUF 21% 16%
E-mail 824 mln HUF 1 246 mln HUF 1 341 mln HUF 1 239 mln HUF -8% 2%
Total 41 155 mln HUF 49 433 mln HUF 56 172 mln HUF 68 385 mln HUF 22% -
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Digital Ad Market 2013-2016Subsegments (YoY, share)
Net data
2013 spend 2014 spend 2015 spend 2016 spendChange
2016/2015Share
Mobil 1 943 mln HUF 4 722 mln HUF 9 336 mln HUF 16 707 mln HUF 79% 24%
2013 spend 2014 spend 2015 spend 2016 spendChange
2016/2015Share
Total automated - mln HUF 4 388 mln HUF 6 325 mln HUF 9 053 mln HUF 43% 13%
Programmatic - mln HUF 85 mln HUF 580 mln HUF 1 028 mln HUF 77% 1,5%
RTB - mln HUF 85 mln HUF 513 mln HUF 944 mln HUF 84% 1,4%
2013 spend 2014 spend 2015 spend 2016 spendChange
2016/2015Share
Video spend 503 mln HUF 1 225 mln HUF 1 956 mln HUF 2 169 mln HUF 11% 3%
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Digital Ad Market 2013-2016Listing subsegments (YoY, share)
Net data
2013 spend 2014 spend 2015 spend 2016 spendChange
2016/2015Share
Listing 6 062 mln HUF 8 035 mln HUF 9 326 mln HUF 11 242 mln HUF 21% 16%
1. Classifieds 3 917 mln HUF 5 550 mln HUF 6 513 mln HUF 7 739 mln HUF 19% 11%
Auto 643 mln HUF 812 mln HUF 949 mln HUF 1 123 mln HUF 18% 2%
Job 2 267 mln HUF 3 658 mln HUF 4 238 mln HUF 4 979 mln HUF 17% 7%
Real estate 1 007 mln HUF 1 080 mln HUF 1 327 mln HUF 1 638 mln HUF 23% 2%
2. Price comparison 1 280 mln HUF 1 738 mln HUF 1 933 mln HUF 2 262 mln HUF 17% 3%
3. Auction 590 mln HUF 472 mln HUF 400 mln HUF 541 mln HUF 35% 1%
4. General classifieds 275 mln HUF 275 mln HUF 480 mln HUF 700 mln HUF 46% 1%
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IAB Hungary
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