Online advertising sector hits all time high
AdEx Benchmark 2012 reveals outstanding year for online advertising as it surpasses newspaper advertising spend for the first time
Brussels 28 August 2013 – IAB Europe, in association with IHS has launched the AdEx Benchmark 2012 report, the definitive guide to online advertising spend across Europe. This year the report revealed outstanding results for online advertising with an overall growth of 11.5% despite the toughest economic climate for the broader advertising market since 2009.
Online advertising spend managed to surpass newspaper advertising investment1 for the first time, as a result becoming the second biggest media category in Europe and attracting one-in-every-four advertising Euros.
Online has more than doubled its share of all media revenue since 2006 when the AdEx Benchmark study began. Today it accounts for 25.6% (€24.3bn) of total advertising spend in comparison with 10.3% (€9.4bn) in 2006.
“Overall our sector has remained strong,” stated Kimon Zorbas, CEO of IAB Europe, adding, “Growth has continued at an impressive rate especially when compared with the overall economy. Even more remarkable is the increase in CEE markets, which indicates their exciting potential.”
The trajectory of the online advertising industry demonstrates a fundamental shift in advertising strategies globally. 2012’s strong growth is attributable to the increasing number of consumers online and the diversity of online advertising solutions particularly mobile and video formats, which is changing the landscape in dynamic ways.
The 2012 study quantifies these emerging trends, showing for example the exponential increase of 78.3% in mobile display advertising driven by the desire for mobile and tablet devices and video consumption. Mobile display advertising now equates to 5% (€392m) of all online display advertising spend in Europe.
“The AdEx Benchmark report helps advertisers understand how to get their messages across more effectively and in a more relevant context,” concludes Zorbas, adding, “to meet demands from the market, next year we will extend our AdEx reports to offer further data and analysis on a commercial basis”
IAB Europe’s AdEx Benchmark study collates advertising spend across twenty-six markets. It highlights the prominent position of online in the media landscape as a platform of choice for advertisers.
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About IAB Europe’s AdEx Benchmark:
Compiled by IHS Electronics and Media, the research covers the entire European region, from the mature markets of Western and Northern Europe to the emerging markets in Eastern and Southern Europe for the calendar year 2012.
Note to Editors:
1 –2012 Newspaper advertising spend – €19.3bn. Source IAB Europe/ IHS
The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. It is then processed and analysed by IHS Electronics and Media. The report includes market size and value information for the full membership of the IAB Europe in 2012 including Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Slovenia, Romania, Russia, Spain, Slovakia, Serbia, Turkey, Sweden, Switzerland and the UK. The data represents the calendar year 2012 January- December. This is the seventh edition of AdEx which began in the calendar year 2006.
Explanatory note on IAB Europe/IHS Electronics and Media AdEx Benchmark figures
Each national IAB in Europe runs its own annual online advertising spending study and the IAB Europe AdEx figures are based on these results. As the methodology of the studies varies country by country, IAB Europe and IHS Electronics and Media have defined methodology rules to represent the figures in such a way as to make them realistically comparable. This involves:
- Readjusting local figures to allow for harmonised representation. Readjustment rates are supplied by groups of local market experts
- Estimating/harmonising ad spend data for certain formats or segments in certain countries where local IAB studies do not include data or the definition or scope of a format is substantially different from IAB Europe standardised segments.
- Where local data is collected in a currency other than Euros, the average exchange rate in 2010 has been used to convert this to Euros. To provide data for prior year growth rates, the prior year figures have also been re-calculated using the 2010 exchange rate in order to give transparency over the growth rate.
- AdEx Benchmark focuses on four normalised segments: ‘Display’ (including mobile Display, rich media and video), ‘classifieds and directories’, ‘paid search’ and ‘other’ (including email but excluding email marketing).
- Figures quoted are gross figures (i.e. net invoiced value of the media, plus agency commission if any).
About IAB Europe
IAB Europe is the voice of digital business. Its mission is to protect, prove, promote and professionalise Europe’s online advertising, media, market research and analytics industries. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations.
The member countries are: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Macedonia, Netherlands, Norway, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine and United Kingdom.
Our corporate members include AB Inbev, Adconion Media Group, Adition, Adobe, ADTECH, AGOF Services GmbH, AOL Advertising Europe, AudienceScience, BBC Advertising, CNN, CoAdvertise, comScore Europe, Creafi Online Media, Criteo, Deutsche Post, eBay International Advertising, Emediate, Evidon, Expedia Inc, Fox Interactive Media, Gemius, Goldbach Group, Google, GroupM, Hi-Media, Koan, Mediamind, Meetic, Microsoft Europe, Millward Brown, News Corporation, nugg.ad, Nielsen Online, OMD, Orange Advertising Network, PHD, Prisa, Proxistore, Publicitas Europe, Pubmatic, Quisma, Sanoma Digital, Selligent, Tradedoubler, Triton Digital, Truste, United Internet Media, ValueClick, Verisign, Viacom International Media Networks, Webtrekk, White & Case, Yahoo!, Yandex and Zanox.
About IHS Electronics and Media
The IHS Electronics & Media product portfolio is the unique combination of strong legacy brands (including Screen Digest) and proven research methodologies. Leveraging proprietary market data, forecasts, and expert analysis, IHS Electronics & Media provides comprehensive coverage at every operational step of increasingly complex technology, media and telecommunications value chains, from strategy, planning and analysis to product design, market development and supply chain management.
IHS (NYSE: IHS) is the leading source of information and insight in critical areas that shape today’s business landscape, including energy and power; design and supply chain; defense, risk and security; environmental, health and safety (EHS) and sustainability; country and industry forecasting; and commodities, pricing and cost. Businesses and governments around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence. IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS employs more than 6,000 people in more than 31 countries around the world.