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IAB Europe

IAB Europe. Multimarket European Online AdSpend Figures Spring 2005 IAB Europe Market Statistics Task Force For more information Robin Jezek iab-europe@europe-analytica.com 32 2 280 0847. European online advertising spend. Overview. Adspend by market. Finland

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IAB Europe

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  1. IAB Europe Multimarket European Online AdSpend Figures Spring 2005 IAB Europe Market Statistics Task Force For more information Robin Jezek iab-europe@europe-analytica.com 32 2 280 0847

  2. European online advertising spend Overview

  3. Adspend by market • Finland • 23.1m Euro, 35% growth 2003-2004 • France • 844m Euro, 78% growth 2003-2004 • Germany • 555m Euro, 34% growth 2003-2004 • Greece • 11m Euro, 15% growth 2003-2004 • Italy • 122 m Euro, 16.2% growth 2003-2004 • Netherlands • 66.2m Euro, 67% growth 2003-2004 • Spain • 94.5m Euro, 30.4% growth 2003-2004 • UK • 653m Euro, 60% growth 2003-2004

  4. European online advertising spend National data

  5. Finland Solid growth in the market…

  6. Methodology notes • Figures here are net spend. • The research includes/covers: • all online advertising, except search, search engine and directories • The research does not include/cover: • Advertising production costs • Interactive television AdSpend • E-commerce • Growth from 2003-2004 was 35.3% • Online’s share of the advertising market is 2%

  7. Online Adspend: trends Finland Millions Euros 35% growth 2003-2004 23.1m 17m

  8. France Internet surges forward in 2004 by 78%…

  9. Methodology notes • Figures in France are gross (pre 2002 they were net) • The research includes/covers: • Advertising production and listing costs • From 2004, email and promotional links are included • The research does not include/cover: • Sponsorship • Wireless • Interactive television AdSpend • E-commerce • Online now accounts for 4.6% of all adspend

  10. Online Adspend: trends France Millions Euros 78% growth 2003-2004 844m 463,3m 1999 is a gross figure 309m 184m 153m 2002 - 2004 are gross figures 79m 2000 and 2001 are net figures

  11. Germany 34% growth in the market…

  12. Methodology notes • Figures in Germany are gross • The research includes/covers: • Sponsorship • Wireless • Interactive television • Email • Search (estimation) • The coverage of the research is between 70-80% • Search accounts for 110m Euro • Online now accounts for 3% of adspend

  13. Online Adspend: trends Germany Millions Euros 555m 34% growth 2003-2004 416m 367m 293m

  14. Greece Annualised growth for 2004 predicted at 50%…

  15. Methodology notes • Figures in Greece are net, without agency discount • The research includes/covers: • Sponsorship • The research does not include/cover: • Advertising production costs • Interactive televisions • Wireless • Email • E-commerce • The coverage of the research is between 90-95% • Online accounts for 0.5% of adspend

  16. Online AdSpend: trends Greece Millions Euros 15% growth 2003-2004 11m 9,5m 4,6m 2,97m 3,14m

  17. Italy Levelling out of the market with return to growth...

  18. Methodology notes • Figures in Italy are net, without agency discount • The research includes/covers: • Sponsorship • Wireless • Interactive television • Classified • E-commerce • The research does not include/cover: • Advertising production costs • A part of Search Engine Adv. (estimated in 15 mio Euros plus) • The coverage of the research is 90% • Market share for online is 1.6%

  19. Online AdSpend: trends Italy Millions Euros 16.2% growth 2003-2004 Considering an estimation of 15 mio euro plus from Search Engine keywords Adv not included 132.1 Note: Exchange rate as of February 25th 2004 from www.xe.com/ucc/ 1 ITL = 0.000516457 EUR

  20. Netherlands Steady growth with positive future forecasts…

  21. Methodology notes • Figures for Netherlands have been provided by IAB Netherlands together with it’s largest publishers (over 200 portals, directories and search engines) and it’s research partner: BBC de Media en Reclame Bank • In 2004 IAB NL and BBC de Media en Reclame Bank started measuring gross ad spend figures.

  22. Online AdSpend:trends Netherlands Millions Euros 67% increase 2003-2004 66.2m 40m 32m 29m 32m

  23. Online AdSpend:trends Netherlands Millions Euros 90m Forecast delivered by IAB Holland, based on 5 years experience 70m 55m

  24. Spain Detailed breakdown of 2004 figures show market upturn at the end of the year with positive outlook expected…

  25. Methodology notes • Figures here are a gross estimation (their research is based on net figures) • The research includes/covers: • Online advertising as a whole, including classified, interactive television, wireless and search engines • Breakdowns on barter • Sponsorship • The research does not include/cover: • Advertising production costs • The coverage of the research is estimated at 95%

  26. Online AdSpend: trends Spain Millions Euros 94.5m 30.4% increase 2003-2004 71,5m 72,5m

  27. UK The UK online media market hit 653m Euros for 2004 Note: Exchange rate as of March 1st 2004 from www.xe.com/ucc/ 1 GBP = 1.49705 EUR

  28. Methodology notes • Figures in UK are gross • The research includes/covers: • Classified • Search • Sponsorship • The research does not include/cover: • Interactive television • Email • Wireless • E-commerce • Advertising production costs

  29. Online AdSpend: UK trends Millions Euro 60% increase 2003-2004 Note: Exchange rate as of February 25th 2004 from www.xe.com/ucc/ 1 GBP = 1.49414 EUR UK – Advertising Association / WARC estimates

  30. ‘01 ‘02 ‘03 ‘04 Online advertising goes mainstreamLevels of spend reach new heights £ millions Source: PricewaterhouseCoopers / Interactive Advertising Bureau / WARC

  31. FY 2004Share of advertising close to 4% Internet 3.9% Source: PricewaterhouseCoopers / Interactive Advertising Bureau / The Advertising Association / Radio Advertising Bureau / WARC

  32. 4. The future What happens next? 3,224m euro in 2005

  33. Forecast European online ad spend 2002 to 2007

  34. Implications… Growth across Europe has been rapid since records began in 97 Online advertising spend has grown faster than any other advertising medium in history Growing market share vs other channels UK, France and Germany leadthe European market The pattern ofconsistent growthhas beenmirrored across each national European market Slowdown softer than in other ad sectors in 2001-2 No sign of adspend trends falling at rate of adjustment in the value of some Internet stocks New markets from new nations are emerging

  35. Annex - Methodology • Methodologies vary by market. • Email iab-europe@europe-analytica.com for detailed presentations for each country

  36. More information? • Email the secretariat if you would like to receive any of the following presentations: • Adspend by country for all IAB Europe members, by year. • Multimarket Adspend 2003 • An Introduction to European Adspend & Audiences - Forrester – 2004 • IAB Multimarket Adspend trends 1998-2003 • Iab-europe@europe-analytica.com • Tel: 00 32 2 280 08 47

  37. Acknowledgements • Thanks to the participating IABs: • www.iabfrance.com • www.iab.gr • www.iab.it • www.iab-spain.net • www.iab-belgium.be • www.bvdw.org • www.iabuk.net • IAB Finland

  38. IAB EuropeAccelerating interactive media’s growth Thank you For more details contact Iab-europe@europe-analytica.com more information Robin Jezek iab-europe@europe-analytica.com 32 2 280 08 47

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