Display gjør comeback

Display reklame er tilbake! Det er ifølge tall nettopp utgitt av IAB Europe som viser en vekst i digital Display i 2010. Med en gjennomsnittlig vekst på 21,3%, overtok Display søkreklame som den raskest voksende online annonseformat i Europa. Søk, som har vært katalysatoren for online annonsevekst de siste årene, økte 15,1% i samme periode ide 25 markedene som ble målt. Video, mobil og sosiale medier har bidratt til den kraftige økningen til Display.

IAB Europe’s annual AdEx survey is the definitive guide to the state of the European advertising market. Released at IAB Europe’s Interact Congress in Barcelona this morning, it shows the online advertising market accelerating at a growth rate of 15.3% in 2010 - outperforming the overall European advertising market which grew 5.0% in the same period. Total online adspend was €17.7bn in 2010, compared to €15.3bn in 2009. Market growth ranged from 37% in Russia and 24% in the Czech Republic, to 14% in Denmark and 7% in France.

Compiled by IHS Screen Digest, the research covers the entire European region, from the mature markets of Western and Northern Europe to the emerging markets in Eastern and Southern Europe for the calendar year 2010. New to the report is the Czech Republic.

The markets with the highest online adspend in the report are UK, Germany, France, Netherlands, Italy and Spain (in that order). Together they account for almost three quarters (74%) of the total online advertising market. Central and Eastern Europe (CEE) markets now represent almost a tenth (9.8%) of the total.

Display’s Brand Boost
Display* advertising enjoyed growth rates of 20% or more in many markets - both emerging and mature - during 2010.  Above average growth rates were experienced in Ireland (31%), Spain (30%) and Russia (27%).

 
The continued growth of online TV inventory, and long-form video consumption, pushed up spend while simultaneously maintaining high CPM (cost per thousand). Online video adspend has doubled in most markets. In Spain online video grew 125% to a value of €13m; growth in the UK was 90%, to a market value of €63m.

Super Search
Paid search continued to grow double-digit at an average of 15.1%. It remains the biggest category in online advertising, with 45% of total advertising spend compared with 33% for Display and 22% for Classifieds and Directories. Whilst some of the more established markets experienced smaller increases (UK 8% like-for-like, France 10%) many saw explosive growth (Hungary 44%, Poland 31%).

Mobile Advertising Gets Carried Away
Mobile search and mobile display are included in the AdEx survey for the first time this year. Although mobile adspend figures are available for only 12 of the 25 markets, they confirm that the long-awaited take-off of mobile advertising has been realised thanks to the advent of the smartphone/3G/apps ecosystem. In those markets, mobile adspend already accounts for 2% to 3% of total online adspend.

The Big Picture
With €17.7bn of adspend last year, online now accounts for 18% of the entire European advertising market. It is now beyond 20% in some markets (UK 29%, Denmark 28%) whilst it’s only 5% in Greece and 4% in Romania. European market value is smaller than the US which also experienced a 15% growth rate last year and is now worth $26bn/€19.6bn.

According to Vincent Létang, Senior Analyst at IHS Screen Digest says “Back in 2009, video was the only growth engine in an otherwise flat Display market. In 2010 by contrast, three pillars – mobile, video and social – attracted new advertising investment. On top of fast-growing new formats, let’s not forget that traditional PC-based, banner-style formats have retained their appeal thanks to innovations in design and targeting and a rise in mainstream brands using Display for branding campaigns.”

Alain Heureux, President and CEO of IAB Europe, concludes “The IAB network has worked tirelessly to showcase how effective online Display advertising can be at supporting brand advertising campaigns. I am delighted to see that message has been getting through and the innovative ways brands are incorporating online in their advertising campaigns.  At IAB Europe’s Interact Congress this week we’ll be recognising the best of online advertising creative at with the MIXX Awards. We will also be celebrating with the winners of the Research Awards – without this valuable insight, we would not be able to prove the contribution online makes to advertising campaigns.”