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Europe’s online ad market continues to grow despite the recession
The Interactive Advertising Bureau Europe (www.iabeurope.eu) has just released the findings of its annual advertising expenditure survey for the year ending December 2009. Compiled by Screen Digest, the research covers 23 markets ranging from the mature markets of the Nordics and Western Europe to the emerging markets in Eastern and Southern Europe. Russia, Bulgaria, Switzerland and Slovakia are included in the report for the first time.
Whilst last year’s online advertising growth rate of 4.5% shows a significant slow down compared to previous reported increases of 20% in 2008 and 40% in 2007, digital was the only advertising format to experience any increase last year. Internet advertising spending continued to grow in almost all of the 23 markets measured and had a combined value of 14.7bn euros. The US market totalled 16.3bn euros for the same period.
Search advertising resilient, display under pressure Search continued to grow, posting a 10.8% increase on a like-for-like basis, although this was down from 26% growth the previous year. Display advertising was flat (+0.3%) and was down in most mature markets: France -6%, UK -5% and Sweden -5%. According to Vincent Létang, Senior Analyst at Screen Digest who compile the AdEx Report for IAB Europe: “Search outperformed display last year as advertisers focused on achieving return on investment through direct response formats at the expense of brand advertising. In addition, some advertisers felt online brand advertising was not yet delivering the enhanced measurement standards that they needed to justify further investment in digital campaigns, particularly given the recession. The good news for display is that the countries in the IAB Europe network are already reporting a recovery in online display in the first quarter of 2010.”
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