IAB Europe Adex Benchmark 2014

July 08, 2015  | Subscribers Only

Need more Information?
This product is included in:

The IAB Europe AdEx Benchmark report, produced in collaboration between IAB Europe and IHS Technology, is the definitive guide to the state of the online advertising market in Europe. Now in its 9th edition, the IAB Europe AdEx Benchmark report provides a comprehensive perspective on online advertising spend across 27 European countries. It offers a status quo and historical perspective on the size of the European market as whole, as well as like-for-like comparisons between the constituent markets. It covers display, video, mobile, search and classifieds & directories. 

In 2014, online advertising recorded double-digit growth for a fifth consecutive year at 11.8%. For the first time since 2010, all countries participating in the IAB Europe AdEx Benchmark increased their online ad spend from Romania at 2.3% to Slovenia at 43.1%. The online ad market was driven by display, which accelerated its growth to 15.5%, largely due to the rise of social media and video advertising formats both across desktop and mobile. Furthermore, programmatic ad trading mechanisms came into the mainstream in 2014 in the most developed European ad markets and are boosting display ad spend in social media, video and traditional banner advertising. Paid-for-search continues to be the largest online ad spend category, but its growth is losing pace at 11.2% in 2014.

European online advertising markets in 2014 grew although other media were still suffering from weak macro-economic conditions. Online advertising is more resilient against macroeconomic volatility than other media due to the:

  • Dominance of performance-based models (paid-for-search, programmatic buying, real-time bidding), which come from direct marketing budgets and are less contingent on the economy.
  • Continuous innovation by online publishers to attract all advertisers by developing new offerings in video, social media, mobile and native advertising formats.

Highlights:

  • Online advertising expenditure in Europe totalled €30.7 billion in 2014, up 11.8% from €27.3 billion in 2013.
  • Display advertising outperformed other categories with a growth rate of 15.5% and the pace of display growth further accelerated versus 2013. In 2014, the total value of the display ad market was €10.9bn.
  • Paid-for-search showed growth of 10.8% and a market value of €14.7 billion. It continues to be the largest online advertising format in terms of revenue, but has recorded a deceleration in its growth rate in the last three years.
  • The 2014 classifieds and directories market grew 5.8% to €4.9bn. Classifieds and directories benefitted from the improvement in the economy, but is increasingly challenged by paid-for-search and data-driven display to compete for performance-based advertising budgets.
  • Mobile now accounts for 17.5% of the display market, with a growth rate of 72.7% since 2013. Eleven markets reported mobile search figures in 2014, which averaged a 17.5% share of all paid-for-search spend, on par with mobile display.
  • Online video advertising also showed strong growth at 39.3% since 2013, now representing 15.5% of the display market. Online video ad spend values ranged from €0.3m in Romania to €507.5m in UK in 2014.

In this report:

  • Online advertising expenditure in Europe totalled €30.7 billion in 2014, up 11.8% from €27.3 billion in 2013.
  • Display advertising outperformed other categories with a growth rate of 15.5% and the pace of display growth further accelerated versus 2013. In 2014, the total value of the display ad market was €10.9bn.
  • Paid-for-search showed growth of 10.8% and a market value of €14.7 billion. It continues to be the largest online advertising format in terms of revenue, but has recorded a deceleration in its growth rate in the last three years.
  • The 2014 classifieds and directories market grew 5.8% to €4.9bn. Classifieds and directories benefitted from the improvement in the economy, but is increasingly challenged by paid-for-search and data-driven display to compete for performance-based advertising budgets.
  • Mobile now accounts for 17.5% of the display market, with a growth rate of 72.7% since 2013. Eleven markets reported mobile search figures in 2014, which averaged a 17.5% share of all paid-for-search spend, on par with mobile display.
  • Online video advertising also showed strong growth at 39.3% since 2013, now representing 15.5% of the display market. Online video ad spend values ranged from €0.3m in Romania to €507.5m in UK in 2014.

List of tables and charts:

  • Total online advertising spend (€bn)
  • Year-on-year growth (%)
  • Total online advertising spend over time (€bn)
  • Online advertising year-on-year growth (%)
  • GDP growth in the Eurozone (%)
  • 2014: advertising year-on-year growth (%)
  • Top 10: total by country in 2013 and 2014 (€m)
  • Rest of Eurpe: total by country in 2013 and 2014 (€m)
  • Share of European online ad revenue by market (%)
  • Online advertising year-on-year growth (%)
  • Markets at a glance in 2014
  • Ad spend by category in Europe in 2014 (€bn)
  • Online ad spend per capita in 2014 (€)
  • Ad spend per capita in 2014 (€)
  • Format shares of online (%)
  • Western Europe: share of formats in 2014
  • CEE: share of formats in 2014
  • CEE excluding Russia: share of formats in 2014
  • Display year-on-year growth (%)
  • Top 10: display value by country 2013 and 2014 (€m)
  • Rest of Europe: display value by country 2013 and 2014 (€m)
  • Display year-on-year growth by country (%)
  • Classifieds and directories year-on-year growth (%)
  • Top 10: classifieds and directories value by country 2013 and 2014 (€m)
  • Rest of Europe: classifieds and directories value by country 2013 and 2014 (€m)
  • Classifieds and directories year-on-year growth by country (%)
  • Paid-for-search year-on-year growth (%)
  • Top 10: paid-for-search value by country 2013 and 2014 (€m)
  • Rest of Europe: paid-for-search value by country 2013 and 2014 (€m)
  • Paid-for-search year-on-year growth by country (%)
  • Mobile display advertising in 2014 (€m)
  • Mobile share of display (%)
  • Mobile display advertising year-on-year growth in 2014 (%)
  • Display advertising year-on-year growth in 2014 (%)
  • Mobile share of paid-for-search in 2014 (%)
  • Video share of display in 2014 (%)
  • Video advertising year-on-year growth in 2014 (%)
  • Video advertising in 2014 (€m)
  • Online ad spend by format and by country in 2014: top 10 (€m)
  • Online ad spend by format and by country in 2014: rest of Europe (€m)

Number of pages: 59 

Number of tables and charts: 70

Research by Market
Media & Advertising
Share facebook Twitter Google Plus Linked In Add This Contact Us