ADEX-2020年欧洲广告报告（英文）-2021.5-25正式版

25May2021

Dr.DanielKnapp

ChiefEconomist,IABEurope

©IABEurope

Meta-Analysisof28marketsinEurope

•

Austria

•

Netherlands

•

Belarus

•

Norway

•

Belgium

•

Poland

•

Bulgaria

•

Russia

•

CzechRepublic

•

Romania

•

Croatia

•

Serbia

•

Denmark

•

Slovakia

•

Finland

•

Slovenia

•

France

•

Spain

•

Germany

•

Sweden

•

Greece

•

Switzerland

•

Hungary

•

Turkey

•

Ireland

•

UK

•

Italy

•

Ukraine

©IABEurope

SECTIONMARKETSTITLE

Ladderofhope:Frombadtobettertogood

EuropeanDigitaladgrowthexpectationsfor2020

overtime

6.3% Adexactuals

4.1% Januarylatecast

-3.8%

Augustforecast

€69.4bn

(+6.3%)

-12.1%

Aprilforecast

-15%

-10%

-5%

0%

5%

10%

©IABEurope

DigitaladvertisinggrowthslowestsincefirstAdexstudy–butstillstrongperformanceinexceptionallytoughmacroconditions

Europe:Totaldigitaladspend(€bn)

80

70

2008/2009financialcrisis:+8.9%

69.4

65.3

60

58.1

50

51.0

45.1

40

40.2

35.5

31.8

30

28.4

25.5

21.9

20

17.0

18.5

10.7

7.7

0

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

Digitalshareofall

19.2%

56.5%

mediaadvertising:

©IABEurope

24outof28marketspostedgrowth,someevendouble-digit

40%

35%

30%

25%

20%

15%

10%

5%

0%

-5%

-10%

-15%

Europe:DigitalAdGrowth2019-2020(YoY)

7marketsgrewdouble-digit

34.8%

26.5%

19.2%

14.8%

14.3%

11.0%

10.4%

9.3%

8.2%

7.7%

6.9%

6.5%

6.3%

5.9%

5.7%

5.3%

5.1%

4.9%

4.3%

4.1%

3.7%

3.5%

3.3%

2.3%

2.1%

1.4%

Turkey

Ukraine

Serbia

CzechRepublic

Bulgaria

Romania

Germany

Austria

Croatia

Ireland

Hungary

Greece

Switzerland

Russia

Sweden

UK

Italy

Poland

Netherlands

Norway

France

Denmark

Slovenia

Finland

Slovakia

Belgium

Spain

Belarus

EuropeanAverage

-0.4%

-3.0%

-8.3%

©IABEurope

Fast-forwardacceleration:sharegainsfordigitalduringpandemic

“Byhowmanypointsdidthedigitalshareofallmediaadvertisingincreasein2020?”

DigitalShareofAllMediaAdvertising(%)

80%

70%

60%

50%

40%

30%

20%

10%

0%

UK

Sweden

Denmark

Norway

Turkey

CzechRepublic

Netherlands

Russia

Switzerland

Ireland

Ukraine

Spain

France

Germany

Italy

Hungary

Poland

Finland

Croatia

Belgium

Austria

Serbia

Romania

Slovenia

Greece

Slovakia

Bulgaria

2020

2019

Source:WARCDemcemberforecastsforallmediaapartfrom”internet”,whichwassubstitutedbyAdexBenchmarkdata

Turkey

Switzerland

Italy

Ireland

France

Hungary

Ukraine

UK

Netherlands

Russia

CzechRepublic

Denmark

Germany

Serbia

Sweden

Croatia

Norway

Austria

Belgium

Spain

Poland

Finland

Romania

Greece

Slovenia

Slovakia

Bulgaria

0%

12.3%

10.2%

8.7%

8.6%

8.0%

7.8%

7.6%

7.5%

7.4%

6.9%

6.9%

6.6%

6.5%

6.5%

6.5%

6.4%

6.4%

6.0%

5.8%

5.6%

5.5%

5.4%

4.5%

4.3%

2.5%

2.2%

2.2%

2% 4% 6% 8% 10% 12% 14%

©IABEurope

Zoom-inrevealsnuancesinsizebetweenmarkets

Europe:DigitalAdSpend(€m)

25,000

20,000

15,000

10,000

5,000

0

UK

Germany

France

Russia

Italy

Spain

Sweden

Netherlands

Turkey

Switzerland

Norway

Austria

Denmark

CzechRepublic

Poland

Ukraine

Belgium

Ireland

Finland

Hungary

Greece

Slovakia

Romania

Croatia

Bulgaria

Slovenia

Belarus

Serbia

2019

2020

©IABEurope

1,400

1,200

1,000

800

600

400

200

0

Norway AustriaDenmarkCzechPolandUkraineBelgiumIrelandFinlandHungaryRepublic

20192020

200

150

100

50

0

Greece Slovakia Romania Croatia Bulgaria Slovenia Belarus Serbia

20192020

TheAdex‘Cohorts’:differentgrowthnarratives

Fast&furious

40%

35%

Turkey

Maturingrisers

(YoY)

30%

Ukraine

25%

2020

adgrowth

20%

Serbia

Digital

15%

Bulgaria

CzechRepublic

10%

Romania

Germany

Hungary

SlowWest

Austria

Mixed

Croatia

Ireland

challenges

Russia

5%

Italy

GreecePoland

Netherlands

France

Slovenia

Belgium

Finland

0%

Slovakia

-

50

100

150

Spain

-5%

Belarus

-10%

Giantinmacro-

turmoil

Wealthly&

decelerating

Switzerland

Sweden

UK

Denmark

Norway

200

250

300

350

400

Stronger

Digitaladspendpercapita

headwinds

Europeanaverages

©IABEurope

SECTIONFORMATSTITLE

Multi-speedgrowth:differentadmarketsoperatingunderthedigitalumbrella

35

Europe:DigitalAdSpendbyFormat(€bn)

+9.1%

+7.9%

31.8

30.3

20

Europe:SocialvsOther

Display(€bn)

+15.9% +2.9%

30

25

20

15

10

5

0

28.0

-9.1%

8.1 7.4

29.1

15

10

5

16.1

15.2 15.6

13.9

Classifieds,Directories,

Search

Display

Affiliate

2019

2020

0

Social

OtherDisplay

2019

2020

©IABEurope

Europe:2020sharebyformat

Affiliate

Directories&

Classifieds,

OtherDisplay

Social

Search

6%42.

2%23.

5%22.

7%10.

TotalDisplay:

45.8%

©IABEurope

Displaycouldacceleratesharegainsin2020…

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

DigitalAdSpendSplitbyFormat

33.9%

34.1%

36.6%

43.5%

43.0%

43.6%

47.3%

48.0%

47.1%

48.8%

49.2%

46.7%

46.7%

45.2%

45.9%

19.3%

18.3%

18.9%

12.6%

12.5%

10.7%

15.2%

13.2%

15.6%

16.4%

18.9%

20.7%

19.6%

18.5%

16.8%

46.8%

47.6%

44.5%

37.7%

39.6%

40.9%

44.9%

44.6%

45.8%

33.8%

33.3%

32.7%

34.0%

36.9%

31.3%

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

Display

Classifieds&Directories

Search

©IABEurope

…butunderlyingisanaccelerationofpre-pandemictrends

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

DigitalAdSpendSplitbyFormat

33.9%

34.1%

36.6%

43.5%

43.0%

43.6%

47.3%

48.0%

47.1%

48.8%

49.2%

46.7%

46.7%

45.2%

45.9%

19.3%

18.3%

18.9%

12.6%

12.5%

10.7%

15.2%

13.2%

15.6%

16.4%

18.9%

20.7%

19.6%

18.5%

16.8%

25.4%

23.3%

22.5%

24.8%

46.8%

47.6%

44.5%

39.6%

37.7%

33.8%

33.3%

32.7%

34.0%

36.9%

31.3%

16.1%

19.5%

21.3%

23.2%

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

TotalDisplay

Social

OtherDisplay

Classifieds,Directories&Affiliate

Search

©IABEurope

Sectoralshifttowardsvideo–audionascentbutgrowing

12

10

8

Europe:DisplayAdSpendexcl.Social(€bn)

€15.6bn(+2.9%)

-1.1%

2019

2020

10.0 9.9

+10.1%

6

4

2

0

4.7

5.2

+16.7%

0.4 0.5

Traditional Video Audio

Banners,Native,SpecialAds,

In-Stream(Pre-roll,Mid-roll,Post-roll)

Out-Stream(specificformatsvarybycountry)

IntegratedContent,NewsletterAds

Onlineradios(IP-delivery),musicstreamingservices,podcasts,voiceassistants;coveredforthefirsttime;Europeantotalmodelledfrom11marketsthatreportaudio

©IABEurope

50.7%ofdisplayspendisnowprogrammatic

10

8

6

4

2

0

DisplayAdSpendProgrammaticvsTraditional(€bn)*

+7.6%

-1.6%

7.9

7.8

7.7

7.4

Programmatic

Traditional

2019

2020

*Somemarketsdefineprogrammaticasincludingsocial,othersasexcludingsocial.Inourfinalreport,weprovidebothviews.Here,weuseprogrammaticexcl.socialinordertobetterdocumentthemarketdynamicsoftheso-called‘openinternet’.DatahasbeenharmonizedbetweenmarketsbasedonIABEuropecalculations.Includesbanner,videoandaudio.

©IABEurope

Socialfoundafertileclimateforgrowthin2020

Europe:SocialAdSpend(€bn)

+15.9%

18

16.1

16

14

13.9

12

+12.0%

+21.1%

10

8.8

8

7.9

7.3

6

6.0

4

2

0

Total Traditional Video

20192020

SocialAdSpendYoYgrowthbymarket

Turkey

44.8%

Ukraine

37.4%

Serbia

33.8%

Ireland

22.3%

Bulgaria

20.0%

Hungary

20.0%

UK

19.2%

Germany

18.4%

Romania

17.9%

CzechRepublic

16.4%

Sweden

16.3%

Norway

15.8%

Russia

15.6%

Greece

15.3%

Croatia

14.6%

Austria

14.3%

Denmark

14.0%

Switzerland

13.3%

Netherlands

13.1%

Italy

11.0%

Belgium

10.9%

Belarus

10.0%

Finland

8.8%

Slovakia

8.4%

Slovenia

8.0%

France

7.3%

Spain

3.

5%

Poland

2.0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

©IABEurope

Intotaldisplay,13marketsrecordeddouble-digitgrowth…

40%

35%

30%

25%

20%

15%

10%

5%

0%

-5%

-10%

-15%

Europe:TotalDigitalDisplayAdSpendGrowth2020(YoY)

33.8%

19.2%

16.4%

14.8%

13.7%

12.6%

12.3%

11.7%

11.5%

11.0%

10.6%

10.5%

10.2%

9.9%

9.6%

9.1%

7.6%

6.7%

5.8%

5.3%

5.2%

3.9%

3.3%

3.0%

2.4%

2.0%

Turkey

Ukraine

Serbia

Austria

Bulgaria

Germany

Ireland

Hungary

UK

Russia

Netherlands

Romania

Switzerland

CzechRepublic

Greece

Croatia

Norway

Italy

Denmark

Slovenia

Slovakia

France

Poland

Sweden

Finland

Belgium

Spain

Belarus

EuropeanAverage

-0.9%

-2.8%

-10.0%

Note:inclsocial&otherdisplay

©IABEurope

…video(+16.3%)isacrucialenablerwith3.4xrisevstraditional…

60%

3%55.

1%52.

50%

4%43.

6%38.

40%

30%

20%

10%

0%

Russia

Turkey

Hungary

Ukraine

-10%

-20%

-30%

Note:inclsocial&otherdisplay

Europe:DisplayAdSpendGrowth2020(YoY)

6%30.

7%29.

5%24.

1%24.

6%20.

2%19.

5%18.

9%17.

4%17.

14.7%

6%14.

2%14.

6%13.

1%13.

6%10.

0%10.

9%8.

9%8.

0%8.

0%7.

9%6.

9%3.

5%0.

5.3%

-

Austria

Ireland

Romania

Serbia

Bulgaria

UK

Denmark

Netherlands

Germany

Slovakia

Croatia

Switzerland

Norway

Greece

CzechRepublic

Belarus

Slovenia

Belgium

Sweden

Italy

Finland

Poland

Spain

France

TraditionalVideo

©IABEurope

…anditnowexceedshalfoftotaldisplayspendin3markets

Video-firstmarkets

Europe:Videoshareoftotaldisplay(2020)

60%

53.5%

51.5%

51.1%

50%

46.3%

45.5%

41.9%

40.4%

39.4%

40%

38.1%

38.0%

36.1%

34.7%

34.1%

33.3%

33.0%

31.9%

30.8%

30.5%

30%

27.9%

27.9%

26.1%

25.7%

25.0%

23.1%

22.7%

20.9%

20.4%

20%

17.9%

10%

0%

UK

Netherlands

Italy

Switzerland

Ireland

Bulgaria

Finland

Sweden

Belarus

Turkey

Austria

Slovakia

Spain

France

Croatia

Belgium

CzechRepublic

Norway

Russia

Serbia

Poland

Germany

Romania

Slovenia

Denmark

Hungary

Greece

EuropeanAverage

Note:inclsocial&otherdisplay;out-streaminGermanyonlypartiallycovered

©IABEurope

SearchgrowthisdrivenbyCEEasstructuralandpandemicfactorspushkeyWesternmarketsbelowtheEuropeanaverage

40%

35%

30%

25%

20%

15%

10%

5%

0%

-5%

-10%

Europe:Paid-ForSearchAdSpendGrowth2020(YoY)

37.5%

36.0%

Combinationofmarketmaturity,

30.0%

severityoflockdownsandeconomic

25.2%

impactofCovid-19affectsearch

performance

17.8%

14.6%

12.9%

12.8%

11.4%

8.3%

8.0%

7.8%

7.1%

6.8%

6.0%

5.5%

5.0%

5.0%

4.9%

4.7%

4.5%

2.7%

2.6%

2.5%

0.7%

0.5%

Turkey

Ukraine

Serbia

CzechRepublic

Bulgaria

Romania

Germany

Poland

Croatia

Sweden

Austria

Switzerland

UK

Netherlands

Hungary

Greece

Ireland

Denmark

Norway

Finland

Italy

Belgium

France

Slovenia

Russia

Slovakia

7.9%

Spain

Belarus

Average

-1.5%

-5.0%

European

©IABEurope

Only8marketpostedgrowthduetoweaklabourmarketandhighhouseholdsavingsrateduringthepandemic

Europe:Classifieds,Directories&AffiliateAdSpendGrowth2020(YoY)

30%

23.3%

21.5%

20%

8.8%

8.1%

7.8%

10%

4.6%

4.4%

1.1%

0%

-0.5% -0.8% -0.8% -2.4% -2.5% -3.0% -3.0%

-10%

-20%

-30%

-40%

-6.3%

-6.7%

-7.0%

-7.7%

-8.1%

-8.8%

-8.9%

-9.0%

-10.1%

-9.1%

-12.0%-12.0%