Adex Benchmark 2012: European Online Advertising Expenditure

August 28, 2013  | Subscribers Only

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Online was the best performer in the advertising market with an overall growth of 11.5 per cent in 2012. Europe continues its strong growth curve in both early adopter and emerging markets.Continued strong migration of ad spends online, which followed media usage patterns, underpinned the overall strong growth. Demand for online video advertising increasingly acted as a major draw for brand advertisers growing by 50.6 per cent in 2012, to nearly Euro 661.9M. This is the first time in Europe that online video has grabbed double-digit display market share, jumping to 12.9 per cent.Mobile advertising also continued its surge, growing 78.3 per cent to nearly Euro 392M in total value. Mobile advertising now accounts for 5 per cent of all online display spends in Europe.This study splits the online ad market into 3 top-level segments: Display, Classifieds and Directories and, Paid-for-Search. Growth in these online advertising formats has been underpinned by shifting uses of devices and changing consumption patterns.In 2012, the Display Ad market experienced a like-for-like growth of 9.1 per cent, with a total value of Euro 7.8bn. Growth was mainly driven by mobile and online video. More reliable audience metrics, better campaign measurements, improved automation and simplification of purchasing online advertising space developed by industry, increased confidence amongst marketers in the online ad medium.The 2012 market value of Classifieds and Directories was Euro 4.5bn and was underpinned by strong redistribution of spends on classified from print to online. Continued consolidation in the sector enhanced the scale of classifieds sites, making them more attractive for advertisers. The strong legacy position of Classifieds and Directories in Scandinavia also continued to boost the European market. Outstanding performances were noted in Denmark - up 20 per cent - and Sweden - up 23.9 per cent. Paid-For-Search experienced the strongest like-for-like growth of 15.5 per cent - and had a market value of Euro 11.9bn. Dynamic results from Russia, which grew a whopping 44.9 per cent was an important influencing factor. However, even some of the largest and most mature Search markets in Europe, such as Germany and the UK continued to grow, helped by larger volumes of Search ads. Increased ad spends from small advertisers and mobile search using smartphones and tablets were a significant contributor to this shift.

Tables and charts included:

  • Online grows 11.5 per cent in 2012;Online ad spend in Europe over time (Euro bn);Online advertising growth over time;Real GDP growth in Europe (per cent);2012: economic & advertising growth (per cent);Top 10: Total by country 2012 and 2011 (Euro m);Rest of Europe: Total by country 2012 and 2011 (Euro m);Share of European online ad revenue by market;Year-on-year growth in 2012 (per cent);Benchmark: growth and maturity of online ad markets in Europe;Europe: online market share of total media ad spend;2012: European advertising market share by medium (Euro bn);Online ad spend per capita in 2012 (Euro);Ad spend per capita by medium: Europe (Euro);Print and Online ad spend per capita: Europe;Share of formats: Europe;Western Europe: Share of formats 2012;CEE: Share of formats 2012;CEE excl. Russia: Share of formats 2012;Year-on-year growth in Display ad spend 2007-2012;Top 10: Display value by country 2012 and 2011 (Euro m);Rest of Europe: Display value by country 2012 and 2011 (Euro m);Top 10: 2012 Year-on-year Display growth by country;Rest of Europe: 2012 Year-on-year Display growth by country;Top 10: Classifieds & Directories value by country 2012 and 2011 (Euro m);Rest of Europe: Classifieds & Directories value by country 2012 and 2011 (Euro m);Top 10: 2012 year-on-year Classifieds & Directories growth by country;Rest of Europe: 2012 year-on-year Classifieds & Directories growth by country;Year-on-year growth in Search ad spend 2007-2012;Top 10: Search value by country 2012 and 2011 (Euro m);Rest of Europe: Search value by country 2012 and 2011 (Euro m);Top 10: 2012 Year-on-year search growth by country;Rest of Europe: 2012 Year-on-year search growth by country;Mobile display ad spend in 2012 (Euro m);Mobile display as a share of online display in 2012;Mobile display ad spend: 2012 year-on-year growth (per cent);Smartphone penetration Western Europe;Video as a share of online display in 2012;2012 Year-on-year growth in Video by country;Total video ad spend in 2012 (Euro m);Display ad spend: 2012 year-on-year growth (per cent);Spend by format and by country: Top 10 (Euro m);Spend by format and by country: Rest of Europe (Euro m);Top Properties December 2012 (Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Norway, Poland, Russia, Spain, Sweden, Switzerland, Turkey, UK);Internet Penetration (Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, UK)

Pages: 52

Tables and charts: 46

Tables and charts included:

  • Online grows 11.5 per cent in 2012
  • Online ad spend in Europe over time (Euro bn)
  • Online advertising growth over time
  • Real GDP growth in Europe (per cent)
  • 2012: economic & advertising growth (per cent)
  • Top 10: Total by country 2012 and 2011 (Euro m)
  • Rest of Europe: Total by country 2012 and 2011 (Euro m)
  • Share of European online ad revenue by market
  • Year-on-year growth in 2012 (per cent)
  • Benchmark: growth and maturity of online ad markets in Europe
  • Europe: online market share of total media ad spend
  • 2012: European advertising market share by medium (Euro bn)
  • Online ad spend per capita in 2012 (Euro)
  • Ad spend per capita by medium: Europe (Euro)
  • Print and Online ad spend per capita: Europe
  • Share of formats: Europe
  • Western Europe: Share of formats 2012
  • CEE: Share of formats 2012
  • CEE excl. Russia: Share of formats 2012
  • Year-on-year growth in Display ad spend 2007-2012
  • Top 10: Display value by country 2012 and 2011 (Euro m)
  • Rest of Europe: Display value by country 2012 and 2011 (Euro m)
  • Top 10: 2012 Year-on-year Display growth by country
  • Rest of Europe: 2012 Year-on-year Display growth by country
  • Top 10: Classifieds & Directories value by country 2012 and 2011 (Euro m)
  • Rest of Europe: Classifieds & Directories value by country 2012 and 2011 (Euro m)
  • Top 10: 2012 year-on-year Classifieds & Directories growth by country
  • Rest of Europe: 2012 year-on-year Classifieds & Directories growth by country
  • Year-on-year growth in Search ad spend 2007-2012
  • Top 10: Search value by country 2012 and 2011 (Euro m)
  • Rest of Europe: Search value by country 2012 and 2011 (Euro m)
  • Top 10: 2012 Year-on-year search growth by country
  • Rest of Europe: 2012 Year-on-year search growth by country
  • Mobile display ad spend in 2012 (Euro m)
  • Mobile display as a share of online display in 2012
  • Mobile display ad spend: 2012 year-on-year growth (per cent)
  • Smartphone penetration Western Europe
  • Video as a share of online display in 2012
  • 2012 Year-on-year growth in Video by country
  • Total video ad spend in 2012 (Euro m)
  • Display ad spend: 2012 year-on-year growth (per cent)
  • Spend by format and by country: Top 10 (Euro m)
  • Spend by format and by country: Rest of Europe (Euro m)
  • Top Properties December 2012 (Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Norway, Poland, Russia, Spain, Sweden, Switzerland, Turkey, UK)
  • Internet Penetration (Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, UK)

Pages: 52
Tables & charts: 46

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Media & Advertising
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