Source: IAB Europe
Now in its fourth edition, IAB Europe's AdEx report is the definitive guide to the state of Europe's online advertising market. The data is compiled using information provided by 23 national IABs and released in June every year for the previous calendar year. Compiled by Screen Digest, the research covers 23 markets ranging from the mature markets of the Nordics and Western Europe to the emerging markets in Eastern and Southern Europe. Russia, Bulgaria, Switzerland and Slovakia are included in the report for the first time. The report includes market size and value information for the full membership of the IAB Europe in 2009 including Austria, Belgium, Bulgaria, Croatia, Denmark, Finland, France, Germany, Greece, Hungary, Italy, the Netherlands, Norway, Poland, Slovenia, Romania, Russia, Spain, Slovakia, Sweden, Switzerland and the UK. Four markets are included in the study for the first time: Bulgaria, Russia, Slovakia and Switzerland.
One of IAB Europe's three core objectives is to provide the proof of the value of the online advertising industry through a programme of research. The AdEx report is at the heart of that programme, and as a result, the report is freely available to not only our 5500 corporate members across the region, but to anyone interested in tracking the growth of this dynamic market.
Search advertising resilient, display under pressure...
Search continued to grow, posting a 10.8% increase on a like-for-like basis, although this was down from 26% growth the previous year. Display advertising was flat (+0.3%) and was down in most mature markets: France -6%, UK -5% and Sweden -5%.
Commenting on the display marketing sector in the UK, IAB Europe Chairman Guy Phillipson comments: “The advertising recession hit hard in 2009, with total UK media down 11.2%. Against this background, online display held up relatively well, 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”.
Market shares, market sizes...
Accounting for 76% of the European online ad market in 2009, the big six markets experienced single digit growth: UK +4.6% France +1.7%, Germany +5.2%, Netherlands +1.9%, Spain +7.7% and Italy +6.5%. Growth rates were higher in Italy and Spain where online advertising started from a lower base. The growth in Spain was even more impressive when compared to the collapse of the traditional advertising market which declined -23%. Only four markets posted double-digit growth in 2009; Poland, Turkey, Austria and Greece - all starting from a low base. Despite the slow down, online’s share of overall ad spend continued to increase significantly across Europe. The UK has the highest market share at 30%, followed by the Nordic markets at between 20% - 25% and France and Germany close to the European average of 18-19%.
The full 2009 report is now available and is free to members of National IABs, and Corporate and Associate Members of IAB Europe.
If you are a member of a National IAB, you should contact your respective IAB.
