Source: Ofcom's International Communications Market Report, 11th December 2014
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4 months ago
Showing posts with label Netherlands. Show all posts
Showing posts with label Netherlands. Show all posts
Wednesday, 17 December 2014
Thursday, 20 December 2012
Monday, 2 July 2012
Friday, 1 June 2012
Online ad spend across Europe was nearly €21bn in 2011
"Despite the continued weak macroeconomic conditions across Europe and globally, Europe’s online advertising market grew 14.5% year-on-year to a market value of €20.9bn in 2011. By comparison the overall European advertising market - excluding online - grew at just 0.8% in the same time period.
IAB Europe’s annual AdEx Benchmark survey is the definitive guide to the state of the European online advertising market. Released today at IAB Europe’s Interact conference in Barcelona, it shows that 1 in 5 advertising Euros in Europe is now spent online.
Individual market growth ranged from 55.5% in Russia and 46% in Serbia, to 5.5% in Norway and 4.6% in Romania. Central and Eastern Europe (CEE) markets increased their share of the total from 10.1% in 2010 to 11.8% last year. Russia is now the sixth biggest market with a value of €1.12bn, buoyed particularly by a surging search market. Together the top five markets (UK, Germany, France, Italy, Netherlands) account for almost 67.9% of the total online advertising market, down slightly from 69.2% in 2010.
Head of Advertising Research at IHS Screen Digest and author of the research, Daniel Knapp explains, “Advertising markets are in general very susceptible to changes in the macroeconomic environment – in other words, in an economy where we have the European sovereign debt crisis, high unemployment and cutbacks in consumer spending, we would expect advertising spend to suffer disproportionately as it did on most media in 2011. However, online enjoys a number of unique attributes that have protected it from this effect.
Firstly, it’s a question of formats – advertisers increasingly recognise online as a branding medium; video commands a significant and growing share of spend, and search continues to deliver sound and measurable results. Secondly, the explosion of ‘big data’ has delivered enhanced targeting capabilities, improving monetisation of publishers’ inventory. Thirdly, there is a long term trend for advertisers to shift ad budgets from mature to emerging markets, which is fuelling their online economy. An expanding broadband infrastructure adds to the attractiveness of those markets."
A question of formats
The ROI-centric search format enjoyed the highest growth rate of 17.9% in 2011. However newer formats including video and mobile helped lift the value of Display ad spend, coming a close second at 15.3%.
Video now accounts for 8.2% of online Display
Video’s ability to convey brand messages in a narrative makes it attractive to the big spend advertisers who have a strong legacy in telling stories through TV, the classic branding medium since the age of ‘Mad Men’. AdEx Benchmark 2011 includes online video advertising figures for 14 markets, where video represents 8.2% of the total online Display market value. It ranges from its highest at 9.8% in Sweden but it is also gaining traction in CEE markets as 5.8% in Poland indicates. In Germany and the UK video has already crossed the €100m threshold. In the UK the market is worth €126m; in Germany €117m.
Mobile average growth rates of 45%
While mobile advertising is still a nascent format with mobile display spend contributing 1-3% of online Display ad spend, it is growing rapidly. The nine markets that reported mobile Display advertising for both 2010 and 2011 recorded an average growth rate of 45.6%.
Search experienced strongest growth rates in CEE
Paid-search continued to grow double-digit at 17.9% in 2011 and as such it remains the biggest format in online advertising. Search accounts for 46.5% of total online advertising spend compared with 33.6% for Display and 19.2% for Classifieds and Directories. In 2011 it was the CEE region that really drove the growth of Search, with Croatia, Hungary, Poland, Russia and Slovenia all experiencing significant increases in spend. What the figures alone conceal is the innovation in search – from video to location-based services, data-driven planning to cross-media campaigns with TV in particular, it is the continued creativity of the online advertising industry that allows for search to shine."
IAB Europe’s annual AdEx Benchmark survey is the definitive guide to the state of the European online advertising market. Released today at IAB Europe’s Interact conference in Barcelona, it shows that 1 in 5 advertising Euros in Europe is now spent online.
Individual market growth ranged from 55.5% in Russia and 46% in Serbia, to 5.5% in Norway and 4.6% in Romania. Central and Eastern Europe (CEE) markets increased their share of the total from 10.1% in 2010 to 11.8% last year. Russia is now the sixth biggest market with a value of €1.12bn, buoyed particularly by a surging search market. Together the top five markets (UK, Germany, France, Italy, Netherlands) account for almost 67.9% of the total online advertising market, down slightly from 69.2% in 2010.
Head of Advertising Research at IHS Screen Digest and author of the research, Daniel Knapp explains, “Advertising markets are in general very susceptible to changes in the macroeconomic environment – in other words, in an economy where we have the European sovereign debt crisis, high unemployment and cutbacks in consumer spending, we would expect advertising spend to suffer disproportionately as it did on most media in 2011. However, online enjoys a number of unique attributes that have protected it from this effect.
Firstly, it’s a question of formats – advertisers increasingly recognise online as a branding medium; video commands a significant and growing share of spend, and search continues to deliver sound and measurable results. Secondly, the explosion of ‘big data’ has delivered enhanced targeting capabilities, improving monetisation of publishers’ inventory. Thirdly, there is a long term trend for advertisers to shift ad budgets from mature to emerging markets, which is fuelling their online economy. An expanding broadband infrastructure adds to the attractiveness of those markets."
A question of formats
The ROI-centric search format enjoyed the highest growth rate of 17.9% in 2011. However newer formats including video and mobile helped lift the value of Display ad spend, coming a close second at 15.3%.
Video now accounts for 8.2% of online Display
Video’s ability to convey brand messages in a narrative makes it attractive to the big spend advertisers who have a strong legacy in telling stories through TV, the classic branding medium since the age of ‘Mad Men’. AdEx Benchmark 2011 includes online video advertising figures for 14 markets, where video represents 8.2% of the total online Display market value. It ranges from its highest at 9.8% in Sweden but it is also gaining traction in CEE markets as 5.8% in Poland indicates. In Germany and the UK video has already crossed the €100m threshold. In the UK the market is worth €126m; in Germany €117m.
Mobile average growth rates of 45%
While mobile advertising is still a nascent format with mobile display spend contributing 1-3% of online Display ad spend, it is growing rapidly. The nine markets that reported mobile Display advertising for both 2010 and 2011 recorded an average growth rate of 45.6%.
Search experienced strongest growth rates in CEE
Paid-search continued to grow double-digit at 17.9% in 2011 and as such it remains the biggest format in online advertising. Search accounts for 46.5% of total online advertising spend compared with 33.6% for Display and 19.2% for Classifieds and Directories. In 2011 it was the CEE region that really drove the growth of Search, with Croatia, Hungary, Poland, Russia and Slovenia all experiencing significant increases in spend. What the figures alone conceal is the innovation in search – from video to location-based services, data-driven planning to cross-media campaigns with TV in particular, it is the continued creativity of the online advertising industry that allows for search to shine."
Source: Press release from IAB Europe, 30th May 2012
Wednesday, 4 January 2012
The percentage of mobile subscribers with 2 or more handsets, by market
Click to enlarge
Source: Forrester Research Q2/Q3 2011, in the Ofcom International Communications Market Report, December 2011
Lots more data and charts in the full report here
Tuesday, 15 November 2011
Tuesday, 16 August 2011
Thursday, 5 May 2011
Thursday, 28 April 2011
TV viewing is rising in Europe
"Consumers in some of Europe's biggest markets are spending more time watching television, a new study has shown.
Research firm Eurodata suggested people in the UK dedicated 3 hours 57 minutes to TV every day during the opening eight months of 2010, a 15 minute increase on an annual basis.
The Netherlands generated a seven minute uptick from exactly three hours registered between January and August 2009.
Similarly, the average member of the Spanish audience commits 3 hours 49 minutes to this medium, a six minute improvement."
Research firm Eurodata suggested people in the UK dedicated 3 hours 57 minutes to TV every day during the opening eight months of 2010, a 15 minute increase on an annual basis.
The Netherlands generated a seven minute uptick from exactly three hours registered between January and August 2009.
Similarly, the average member of the Spanish audience commits 3 hours 49 minutes to this medium, a six minute improvement."
Source: Data from Eurodata, reported by Warc, 30th September 2010
Monday, 14 March 2011
Wednesday, 9 March 2011
Mobile ad spend by market, 2005-2009
Click to enlarge
Source: Page 219 of Ofcom's International Communications Market Report, December 2010
Online ad spend as a proportion of total ad spend, multiple markets
Click to enlarge
Source: Page 214 of Ofcom International Communications Market Report, December 2010
Thursday, 17 December 2009
Comparative Figures - IPTV Subscribers & penetrations around the world, 2008
Click to enlarge
IPTV is most popular in France, and least popular in the UK and Ireland. UK figures exclude BT Vision
Source: IDATE, as reported by in Figure 5.6 of Ofcom International Communications Market 2009, December 2009
Read more about this report at the Ofcom website
Comparative Figures - Mobile as a proportion of total mobile and fixed line revenues, and mobile and fixed line connections, 2003 & 2008
Click to enlargeIn Poland 75% of mobile and fixed telephone revenue is generated by mobile, and 81% of connections are mobile
Source: IDATE/ Industry Data / Ofcom, reported in charts 4.7 & 4.10 of Ofcom International Communications Market 2009, December 2009
Read more about this report at the Ofcom website
Comparative Figures - Ad Spend by Media around the world 2008
Click to enlargeOf the markets examined, the UK has the highest percentage level of internet ad spend
Source: World Advertising Trends data, quoted in figure 2.12, Ofcom International Communications Market 2009, December 2009
Read more about this report at the Ofcom website
Wednesday, 7 October 2009
The UK exports more TV formats than any other country
"Formats like “Deal or No Deal”, “Hole in the Wall” and “Lalola” travel around the world inspiring millions of people. 445 original formats found their way to foreign countries from 2006 to 2008. The number nearly doubled from the first report made on behalf of FRAPA, which analysed the formats traded from 2002 to 2004.
The production volume generated by traded formats has grown to €9.3 billion for the years 2006 to 2008. This is an enormous increase of 45 % in comparison to the first report. The UK still leads in the number of exported formats, followed by the USA, The Netherlands and Argentina."
Source: Press release for The Format Recognition and Protection Association (FRAPA), 6th October 2009
The production volume generated by traded formats has grown to €9.3 billion for the years 2006 to 2008. This is an enormous increase of 45 % in comparison to the first report. The UK still leads in the number of exported formats, followed by the USA, The Netherlands and Argentina."
Source: Press release for The Format Recognition and Protection Association (FRAPA), 6th October 2009
Wednesday, 25 March 2009
Facebook is now the largest social network in 9 of the top 12 European countries
comScore data for February 2009 shows that Facebook is the largest social network in 9 of the top 12 European markets as measured by unique visitors - UK, France, Spain, Italy, Belgium, Sweden, Norway, Denmark & Finland. In Austria Netlog is larger (but Facebook is only 25,000 visitors behind), in Germany StudiVz (including SchuelerVz) is larger, and in the Netherlands Hyves is lager. Facebook is 2nd in all of these markets apart from Germany, where it is fourth behind StudiVz sites, wer-kennt-wen, and MySpace.
Source: comScore MediaMetrix February 2009 data, analysed by Isobar
Source: comScore MediaMetrix February 2009 data, analysed by Isobar
Saturday, 29 November 2008
Online advertising accounts for more than 10% of all ad spend in 7 European markets
"Online advertising accounted for at least 10 percent of overall advertising spending in Denmark, Germany, the Netherlands, Norway, Poland, Sweden and the UK, the report said.
Norwegian Internet users were the most expensive to target, with advertisers spending 133.20 euros per consumer reached, compared with the European average of 80.60 euros. In the United States, the average was 91.90 euros per person.
The sectors investing most in online advertising were entertainment and leisure, telecoms, and finance and insurance."
Source: Reuters, 2nd June 2008, citing data from the IAB/PWC
Norwegian Internet users were the most expensive to target, with advertisers spending 133.20 euros per consumer reached, compared with the European average of 80.60 euros. In the United States, the average was 91.90 euros per person.
The sectors investing most in online advertising were entertainment and leisure, telecoms, and finance and insurance."
Source: Reuters, 2nd June 2008, citing data from the IAB/PWC
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