IAB Hungary Adex 2014
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Hungarian Digital Ad Spend Study 2014
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Transcript of IAB Hungary Adex 2014
Hungarian Digital Ad Spend Study2014
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
IAB Hungary Adex
Hungarian Digital Ad Spend Study
IAB Hungary Adex
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Partners
Partners
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.
Methodology
IAB Hungary Adex 2014
methodology
Report is based on data supplied by companies and estimations by experts for a few market segments Display: data collection and estimation (for global players)
Search: estimation (for global players)
Listing: estimation
Email: data collection and estimation
Mobile: data collection and estimation (for global players)
Data was provided by 30 publishing houses & saleshouses, 27 media agencies and several dozens of media professionals (see the appendix)
IAB Hungary Adex 2014
Highlights
Key trends
Growth
2014 shows strong growth
Mobile
Advertisers are moving to mobile
Local – Global shift
This phenomenon influences most market segments
Especially mobile
2014 Digital Ad Spend
49,45 billion HUF
+ 20% YoY
Net data
0,9 1,2 1,6 2,44,3
6,9
10,5
15,3
22,323,3
27,2
31,14
35,65
41,17
49,45
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%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
0,0
10,0
20,0
30,0
40,0
50,0
60,0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
sha
re f
rom
to
tal
(%)
bil
lio
n H
UF
Digital ad spend and its market* share
Trends in ad spend, 2000-2014
* 2011-2014: net-net digital spend / net-net total ad spend (without DM)
Growth trends, 2000-2014
Net data
0,4 0,40,8
1,9
2,6
3,6
4,8
7,0
1,6
3,93,5
4,5
5,5
8,3
41%
33%
50%
79%
60%
52%
46% 45%
7%
16%13% 14% 15%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0,0
1,0
2,0
3,0
4,0
5,0
6,0
7,0
8,0
9,0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Yo
Y %
Bil
lio
n H
UF
Growth of digital ad spend
IAB Hungary Adex 2014
Segment Data
Segments
DISPLAY
18.645 billion HUF
YoY: + 10%
Share: 38%
16.800 billion HUF
YoY: +9%
Share: 34%
8.035 billion HUF
YoY: 33%
Share: 16%
1.246 billion HUF
YoY: 51%
Share: 3%
Vertical classifieds:
Automotive, Jobs, Real Estate
Price comparison
Auction
Horizontal classifieds
Display
Social media
Video
PPC systems
Search Email marketing
eDM
SEARCH LISTING E-MAIL MOBILE
4.722 billion HUF
YoY: 143%
Share: 10%
Mobile
(Display, Search)
Net data
Modification:
A non-search PPC networks
moved from Search to
Display segment
YoY: + 7.5%without modification
YoY: + 12%without modification
69%
62%
58%
53%
48%
47%
41%
38%
8%
17%
22%
27%
31%
35%
37%
34%
19%
16%
15%
14%
15%
13%
15%
16%
3%
4%
3%
3%
2%
2%
3%
0%
2%
2%
2%
2%
3%
5%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2007
2008
2009
2010
2011
2012
2013
2014
Digital ad spend by segments
display search listing email mobile
Changing market structure
13,8 13,814,8 15
16,8 16,9
18,6
30%
0%
7%
1%
12%
1%
10%
0%
5%
10%
15%
20%
25%
30%
35%
0
2
4
6
8
10
12
14
16
18
20
2008 2009 2010 2011 2012 2013 2014
Yo
Y %
Bil
lio
n H
UF
Trends is display
Display (web): 10% growth
Net data
3,8
5,2
7,5
9,8
12,4
15,4
16,8
192%
37%
44%31% 27% 24%
9%
0%
50%
100%
150%
200%
250%
0
2
4
6
8
10
12
14
16
18
2008 2009 2010 2011 2012 2013 2014
Yo
Y %
Bil
lio
n H
UF
Search Trends
Search (web): decreasing growth
Net data
3,5 3,5
4
4,67 4,65
6,06
8,035
21%
0%
14%17%
0%
30%
33%
-10%
0%
10%
20%
30%
40%
50%
0
1
2
3
4
5
6
7
8
9
2008 2009 2010 2011 2012 2013 2014
Yo
Y %
Bil
lio
n H
UF
Listing trends
Listing – strong growth
Net data
545
1 797
900 760
650 643
2 267
1 007
1 280
590
275
812
3 658
1 080
1 738
472 275
-
500
1 000
1 500
2 000
2 500
3 000
3 500
4 000
automotive jobs real estate pricecomparision
bidding horizontalclassifieds
Mil
lio
n H
UF
Change in listing subsegments
2012 2013 2014
… that is driven by jobs sites and the e-commrelated price comparison sites
Net data
61%
7%36%
-20%
0%
26%
750
850900
950880
824
1 246
50%
13%
6% 6%
-7% -6%
51%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
0
200
400
600
800
1000
1200
1400
2008 2009 2010 2011 2012 2013 2014
Yo
Y %
Mil
lio
n H
UF
eDM trends
E-mail marketing newly found growth
Net data
260
896
1 943
4 722
245%
117%
143%
0%
50%
100%
150%
200%
250%
300%
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
2011 2012 2013 2014
Yo
Y %
Mil
lio
n H
UF
Mobile advertising trends
Mobile – huge growth
Net data
285
503
1 225
76%
144%
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
0
200
400
600
800
1000
1200
1400
2012 2013 2014
Yo
Y %
Mil
lio
n H
UF
Ads in video trends
Ads in video - strong growth
Net data
Programmatic
Net data
Programmatic display spend: All media buy that is done through an automated/programmatic technology platform.
Consists of:
• RTB (Real Time Bidding):All spend where the price is set in a real time bidding process.
• Non-RTB:All display spend that is automated but the price is not dermined by a real time bidding process
Programmatic display spend
RTB (Real Time Bidding)
Non-RTB
85m HUF
4 303m HUF
4 388m HUF
Local – global trends
Net data
Local Multinational
Bill
ion
HU
F
Local – global trends
Net data
3,74,9
8,0
11,3
14,8
19,0
23,9
18,6 18,9 19,7 19,9 20,822,2
25,6
0,0
5,0
10,0
15,0
20,0
25,0
30,0
2008 2009 2010 2011 2012 2013 2014
bln
HU
F
Local vs. global ad spend
17%21%
29%36%
42%46% 48%
83%79%
71%64%
58%54% 52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2008 2009 2010 2011 2012 2013 2014
Market share of local and global players
32%
63%
41%
32%28% 26%
2% 4%1%
5% 7%
15%
0%
10%
20%
30%
40%
50%
60%
70%
2009 2010 2011 2012 2013 2014
Growth (YoY, %)
global local
Local – global trends
Net data
Local Global Local Global
Display Mobile
Net-net: 47,3 billion HUF
*2011: online, 2012-2014: digital (online+mobile). This net-net data is used for the Hungarian Advertising Association’s (MRSZ) ad spend study (Reklámtorta).
30,4
35,65
41,17
49,45
28,5
33,63
39,1
47,3
20
25
30
35
40
45
50
55
2011* 2012 2013 2014
Bill
ion
HU
F
Digital ad spend vs ad revenue
(net vs net-net)
ad spend (net) net-net
IAB Hungary Adex 2014
Appendix
Thanks for their contribution:
Digital ad market 2012-2014In this chart mobile ad spend is in a separate category
Net data
Market size estimation
Change Share
Web display 16 943 mln HUF 18 645 mln HUF 10% 38%
Web search 15 400 mln HUF 16 800 mln HUF 9% 34%
Listings 6 062 mln HUF 8 035 mln HUF 33% 16%
1. Vertical 3 917 mln HUF 5 550 mln HUF 42% 11%
Automotive 643 mln HUF 812 mln HUF 26% 2%
Job 2 267 mln HUF 3 658 mln HUF 61% 7%
Real estate 1 007 mln HUF 1 080 mln HUF 7% 2%
2. Price comparison 1 280 mln HUF 1 738 mln HUF 36% 4%
3. Auction/Bid 590 mln HUF 472 mln HUF -20% 1%
4. Horizontal 275 mln HUF 275 mln HUF 0% 1%
E-mail 824 mln HUF 1 246 mln HUF 51% 3%
Mobile 1 943 mln HUF 4 722 mln HUF 143% 10%
Sum 41 171 mln HUF 49 448 mln HUF 20% 100%
2014 spend 2013 spend
Digital ad spend 2012-2014Mobile ad spend is in Display and in Search categories
Net data
Change Share
Display 18 165 mln HUF 20 962 mln HUF 15% 42%
Search 16 121 mln HUF 19 191 mln HUF 19% 39%
Listings 6 062 mln HUF 8 035 mln HUF 33% 16%
E-mail 824 mln HUF 1 246 mln HUF 51% 3%
Sum 41 171
mln
HUF 49 433 mln HUF 20% 100%
2013 spend 2014 spend
IAB Hungary The trade association for digital media and advertsing
