AdEx 2009

AdEx 2009
European online
advertising
expenditure
Published September 2010

Contents
Introduction 3
About this report 4
Executive summary 5
Europe and the US 6
23 European markets in perspective 7
Europe retrospective 8
Update on ‘10 before 10’ 10
Search top of the formats in 2009 11
Search 12
Classifieds 15
Display 17
Regional and country detail
Western Europe 20
Central and Eastern Europe 23
Forecasting the European advertising market in 2009-2010 25
2010-2011 Forecast 25
Online TV advertising 27
Mobile advertising 29
Top 10 properties December 2009 30
Top 10 ad publisher sites by ad impressions 32
Internet penetration in Europe 34
Appendix i – Definition of formats 36
Appendix ii – Participating IABs 37
Appendix iii – Methodology and adjusted data 38
Appendix iv – Estimates and adjustments 39
Appendix v – Our research partners 40
Special thanks 41
IAB Europe AdEX 2009

© IAB Europe
Introduction
One thing the digital advertising industry cannot be accused of is My thanks to Catherine Borrel of IAB Europe and Vincent Létang and
complacency: we devote a great deal of time, energy and money to Daniel Knapp of Screen Digest for presenting so clearly the data and
continually challenging ourselves. As a young industry in a rapidly analysis of research covering 23 markets ranging from the mature
moving environment, IAB Europe’s members know that if we don’t markets of the Nordic nations and Western Europe to the emerging
adapt, we won’t survive. This year’s AdEx Europe Benchmark report markets in Eastern and Southern Europe. In addition to auditing the
shows that our self-examination is paying off: in extremely difficult AdEx data, Screen Digest’s analysts have provided some forward
economic times Europe’s online advertising market has continued to looking commentary and data that we hope you’ll find useful. I would
grow and - what’s more - it was the only advertising format that also like to thank our members InSites Consulting, comScore and
didn’t go backwards in 2009. The internet share of the total Nielsen Online for providing us with additional data for this report.
advertising market approached 20%, almost doubling its slice of the
market over two years. As the fourth issue of this report, IAB Europe is proud to
acknowledge that our annual report has become essential reading for
Search advertising once again led the field recording a 10.8% everyone connected to the digital advertising industry in markets
increase on a like-for-like basis, a slowdown from the previous year throughout the world. We hope that once again you will find the data,
but a notable achievement nonetheless. Display advertising was flat insight and forecasts in this report useful for your business.
and even down in most mature markets. We took brand advertising
as our theme for this year’s Interact Congress in Barcelona, We look forward to the next chapter!
recognising the need to reinforce the message that brand advertising
offers unique scope in creativity, innovation and engagement and it is Regards
capable of delivering the enhanced measurement standards
advertisers seek to justify more investment in campaigns. Pressure Alain Heureux
on budgets had kept them relying on tried and tested formats, but
the good news is that display is already sprouting the green shoots of
recovery in the first quarter of 2010. Video on digital platforms
combined with social media is capable of delivering reach and
efficiency measures to challenge any traditional media.
Growth in the most mature online ad markets UK, France, Germany,

Netherlands, Spain and Italy - slowed to single digit rates, though
Spain and Italy grew more as they started from a lower base. Growth
in Spain was remarkable when compared to the collapse of its
traditional advertising market at –23%. Only four markets posted
double-digit growth in 2009: Greece, Austria, Poland and Turkey Alain Heureux
IAB Europe President
again starting from low bases. and CEO
Our reach this year has expanded with Russia, Switzerland, Bulgaria
and Slovakia joining the AdEx Europe Benchmark – we welcome them
wholeheartedly as members and celebrate the fresh perspectives
each one brings to the report. In addition, we received figures from
Ireland - one of our newest IABs - once the AdEx research had been
produced and released in June. We’re pleased to provide some Irish
figures in this report, but you won’t see the numbers in the total
figures for 2010.

© IAB Europe 3
About this report
The sources of the online advertising spend data contained within

this report are the annual industry benchmarking studies run by each
national Interactive Advertising Bureau (IAB) in Europe. The national
benchmarking studies represent the income of thousands of websites
and online advertising businesses.
The results reported are considered the closest measurement of

online advertising revenues across Europe as the data is compiled
directly by local IABs based on information supplied by companies
selling advertising online. Only IABs that were able to provide 12 full
months of advertising expenditure data are included.
The data for this report is stated on the basis of actual gross income
(the monies actually paid by the advertiser, including any agency
commission). The report incorporated data from the following four
online advertising sectors:
w Display advertising
w Search (pay per click fees)
w Classifieds & Directories
w Other
IAB Europe in partnership with Screen Digest collates and aggregates

the data and makes the adjustments necessary to enable the data to be
comparable. More details of this process are provided in the Appendix.
The result is comparable data based on actual revenues from across

Europe. This is the fourth edition of the report, and therefore once
again we are able to include year-on-year comparisons in the report
for those countries that have participated for at least two years.
Screen Digest does not audit the information or the data from local
IABs and provides no opinion or other form of assurance with respect
to the information. Only aggregate results are published and
individual company information is held in strict confidence by the
audit partners of local IAB studies.
The figures featured in this report include data from 23 IABs. In

addition we have figures for the Irish market detailed in the
Appendix, however these were not published in time to be included in
the main report

© IAB Europe 4
Executive summary
European online advertising continued to grow in 2009, despite the 2009. Whilst the mature markets managed small growth despite the
challenging economic climate that severely affected almost every impact of the economic climate, some of the markets in the CEE
advertising market in the region. region experienced setbacks, with Romania, Slovakia and Croatia’s
online advertising markets showing small declines of up to 5.5%.
Total online advertising spend for the 23 countries under However the total advertising industries of these emerging markets
measurement in the IAB Europe network reached €14.7 billion in the also suffered the greatest impact of the economic conditions with
year. This represents a like-for-like growth of 4.5% on the 2008 overall declines of up to 33%, showing that the online industry was
total of €13.2 billion. still well outperforming the other advertising channels in this region.
The gap between the values of the online advertising markets in Search remains the leading format in Europe, driving growth in the
Europe and the USA has continued to narrow, with the difference sector with a year-on-year growth rate of 10.8% taking it to €6.7
dropping from €3.7 billion in 2008 to €1.6 billion in 2009, reflecting billion; Display remains static with a growth of 0.3% at €4.4 billion;
the strong performance of the European markets in difficult and Classifieds and Directories drop slightly, with a decline of -1.4%
economic times. taking the total invested in this sector to €3.4 billion.
The top six markets in Europe account for 76% of the total value of This report provides detailed analysis of what is happening in each of
the market. Still at 64%, the share of the European online advertising the formats, along with forecasts based on the AdEx 2009 figures
market attributed to the UK, Germany and France has not changed in from our research partner Screen Digest.
Total online advertising 2008 & 2009

like-for-like growth of 4.5%
€14.7
15
€13.2
12
Billion Euros
0
2008 2009
Source: IAB Europe/Screen Digest ©

© IAB Europe 5
Europe and the US
Between 2008 and 2009 total US online advertising spend actually

decreased from €16.8 to €16.3 billion, compared to the increase in
Europe of €1.5 billion. Most European markets recorded stronger
performance than the US between 2008 and 2009, with Croatia,
Romania and Slovakia the only European markets to record a decline
in spend during this time.
Total online ad spend Europe vs USA

2008 & 2009
20 Europe
USA
€16.8
€16.3
€14.7
15
€13.2
Billion Euros
10
0
2008 2009

© IAB Europe 6
The 23 European markets in perspective
Once again, in 2009 the UK is the largest online advertising market in 27% of the overall online spend across Europe, followed by Germany
Europe, with a spend of just over €4 billion. Germany and France are with 21% and France with 12%. Italy (6%), the Netherlands (6%) and
the only other markets with spend of over a billion. Spain (5%) are the next largest markets in terms of spend,
maintaining the same proportions they had in 2008.
Each of these countries also recorded like-for-like growth in the
region of 2-5% in Euro terms when compared to 2008 figures. Across the European markets covered in this report, online accounts
for 16.5% of main media spend. However at country level this figure
Looking at share of spend, UK once again dominates, representing ranged from 27.3% in the UK, down to 1.8% in Romania.
Total by country 2008 and 2009

€ 3,834
UK € 4,011
€ 2,939
Germany € 3,092
€ 1,731
France € 1,760
€ 798
Italy € 849
€ 800
Netherlands € 815
€ 635
Spain € 683
€ 455
Sweden € 467
€ 390
Norway € 401
€ 374
Denmark € 384
€ 263
Poland € 296
€ 280
Belgium € 293
€ 200
Austria € 228
€ 174
Finland € 182
€ 108
Turkey € 120
€ 79
Hungary € 85
€ 46
Greece € 69
€ 26
Slovakia € 24 2008
€ 20 2009
Slovenia € 21
€ 15
Croatia € 15
€ 14
Romania € 13
0 1000 2000 3000 4000 5000

Million Euros
Only countries with 2 years of data shown
Share of total spend by country

Million Euros
Italy €849 Netherlands €815

6% 6%
Spain €683, 5%
France €1,760 Russia €514, 3%

12%
Sweden €467, 3%
Norway €401, 3%
Denmark €384, 3%
Switzerland €355, 2%
Poland €296, 2%
Belgium €293, 2%
Austria €228, 2%
Finland €182, 1%
Turkey €120, 1%
Hungary €85, 1%
Germany €3,092 Greece €69, 0%
21% Bulgaria €25, 0%
Slovakia €24, 0%
Slovenia €21, 0%
Croatia €15, 0%
Romania €13, 0%
UK €4,011
27% Source: IAB Europe/Screen Digest ©

© IAB Europe 7
European online advertising industry grew 4.5% in 2009
Looking back over the past challenging year for the industry, the We have adjusted the 2008 results using 2009 exchange rates to
growth of just 4.5% - compared to 20% in 2008 - reflects the provide like-for-like data for the country totals. The UK, Germany
economic environment. At a country level the average growth rate and France are the only countries to break €1 billion in 2009
was just 6%. - a similar result to 2008. Emerging markets such as Romania,
Croatia, Slovenia and Slovakia are small compared to the more
Only four countries recorded double digit growth, with Greece being established markets like Spain and the Netherlands.
the most impressive at 49%, followed by Austria (14%), Poland
(13%) and Turkey (12%). At the other end of the scale, the online
advertising markets in Croatia, Romania and Slovakia actually shrank
in 2009.
Growth by country from 2008 to 2009

49%
50
40
30
20
14%
13%
12%
10
7% 7%
6% Average 6%
5% 5%
4%
3% 3%
2% 2% 2% 2%
1%
-3%
-5% -6%
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© IAB Europe 8
European online advertising industry grew 4.5% in 2009
Industry growth -the advertiser’s perspective

Jef Vandecruys, Global Project Leader Digital Connection, Anheuser-Busch InBev
"Digital advertising is capable of delivering not double, but triple
digit growth if everyone can play their role to the best of their
ability. In particular as an industry, we need to agree on our Key
Performance Indicators, and to find a standardised way to measure
online branding"
Online advertising spend by country 2009

UK € 4011
Germany € 3092
France € 1760
Italy € 849
Netherlands € 815
Spain € 683
Russia € 514
Sweden € 467
Norway € 401
Denmark € 384
Switzerland € 355
Poland € 296
Belgium € 293
Austria € 228
Finland € 182
Turkey € 120
Hungary € 85
Greece € 69
Bulgaria € 25
Slovakia € 24
Slovenia € 21
Croatia € 15
Romania € 13
0 1000 2000 3000 4000 5000
Million Euros Source: IAB Europe/Screen Digest ©

© IAB Europe 9
10 before 10 achieved
In June 2008, Alain Heureux, President of IAB Europe predicted that These results highlight the growing importance of online as part of
we were well on the way to achieving a major online advertising the advertising media mix. In fact in 2009 there are five countries -
milestone, where online advertising in 10 European countries would Netherlands, Sweden, Norway, Denmark and the UK - where online
account for at least 10% of overall ad spend by 2010. In spite of the represents at least 20% of the main media spend. Only eight countries
challenging economic climate, in 2009 this target was surpassed with have an online advertising industry that constitutes less than 10% of
15 countries investing 10% or more of their main media spend on main media spend.
online advertising. In 2008 nine countries met this benchmark, whilst
in 2007 there were only seven.
Spending on online advertising as a proportion of main media spend in 2009

UK 27.3%
Denmark 25.5%
Norway 23.4%
Sweden 22.6%
Netherlands 21.8%
Germany 17.8%
France 15.3%
Switzerland 14.0%
Finland 14.0%
Poland 13.4%
Spain 12.4%
Russia 11.7%
Belgium 10.6%
Italy 10.3%
Hungary 10.1%
Turkey 9.2%
Austria 7.5%
Slovenia 6.7%
Bulgaria 6.2%
Croatia 6.2%
Greece 4.1%
Romania 1.8%
% of main media spend Source: IAB Europe/WARC ©
WARC’s main media figures include spend on newspapers,

magazines, TV, radio, cinema and outdoor advertising

© IAB Europe 10
Search remained resilient, but display under pressure in 2009
Search continued to grow in 2009, posting a 10.8% increase on a However, it still accounted for 30% of the European online market,
like-for-like basis, although this was down from 26% growth the with a spend of €4.4bn across the 23 markets measured.
previous year. In 2009 search accounted for 46% of online ad
expenditure in the 23 markets measured, with a value of €6.7bn. Search outperformed display last year as the pressures of the
economic conditions encouraged advertisers to focus on achieving
Display advertising was flat overall (+0.3%) and was down in most return on investment through direct response formats at the expense
mature markets: France (-6%), UK (-5%) and (Sweden -5%). of brand advertising. However as countries in the IAB Europe network
are already reporting a recovery in online display in the first quarter
of 2010 it seems that this trend was only temporary.
In 2008 Classifieds & Directories enjoyed a healthy year-on-year

Share of formats 2009
Million Euros growth of 17.4%, but this was not repeated in 2009, with the format
actually shrinking in value by -1.4%. This slight decline was driven by
the impact that the recession had on industry sectors that invest in
Search
Classifieds & €6,733, 46% classifieds: recruitment and real estate. However, Classifieds &
Directories
€3,420, 23% Directories still represented 23% of the ad spend and had a market
value of €3.4bn.
Other
€182, 1%
Display
€4,011, 30% Source: IAB Europe/Screen Digest ©
Growth of formats 2008-2009

12 10.8%
10
0.3%
0
Search Display
-1.4%
-2
Classifieds & Directories

© IAB Europe 11
Search
w Value €6.7 billion

w Accounts for 46% of overall online spend
w Total European like-for-like growth 10.8%
w Top five countries in terms of value: UK, Germany, France,
Netherlands, Spain
w Top five countries in terms of growth: Greece, Croatia, Hungary,
Denmark, Poland
w Only two countries recorded a shrinking search sector in 2009:
Slovakia and Slovenia.
Search value and growth Growth 2008-2009

2009 Value
100
75
2500
50
Growth %
2000
Million Euros
1500 25
1000
0
500
0 -25
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Au Belg Bul C e F e Gr Hun er or P om R lo Slo w tze T
D G h N R S S i
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© IAB Europe 12
Search
Brand building and the media mix

Laurent Delaporte, VP of Microsoft Advertising, EMEA
Laurent is passionate about the role digital can play in building Today there’s a disconnect between the percentage of ad budgets
brands “Online has a huge advantage over some traditional media in allocated to online marketing campaigns and the levels of consumers’
that it can drive sales and build brands simultaneously. Whilst sales online use. The mission – one that is totally possible and down to the
oriented search and direct response activity will never be totally digital industry to embrace - is to understand how to combine digital
superseded by brand building online, there will inevitably be a greater in the ad mix in the most appropriate way for each brand.”
balance between the budgets allocated to each in the future.
Search value by country 2008 and 2009

(all data adjusted to 2009 exchange rates)
UK € 2,200
€ 2,409
Germany € 1,328
€ 1,461
France € 525
€ 572
Netherlands € 400
€ 410
Spain € 324
€ 356
Italy € 285
€ 316
Russia
€ 255
Denmark € 116
€ 149
Sweden € 112
€ 125
Belgium € 95
€ 105
Norway € 78
€ 96
Switzerland
€ 95
Finland € 85
€ 93
€ 65
Poland
€ 82
Austria € 60
€ 75
€ 43
Turkey
€ 54
Greece € 20
€ 40
€ 13
Hungary
€ 18
Bulgaria
€7
€3
Croatia
€5
€6 2008
Slovenia
€4
€4 2009
Slovakia
€4
Romania
€1
0 500 1000 1500 2000 2500

© IAB Europe 13
Search
Search growth by country 2008-2009

Greece 100.0%
Croatia 66.2%
Hungary 38.1%
Denmark 27.9%
Poland 25.8%
Austria 25.3%
Romania 24.8%
Turkey 24.8%
Norway 22.9%
Sweden 11.4%
Italy 11.0%
Belgium 10.7%
Finland 10.6%
Germany 10.0%
Spain 9.9%
France 9.0%
UK 8.1%
Netherlands 2.5%
Slovakia -6.7%
Slovenia -19.5%
-20 0 20 40 60 80 100
% Growth Source: IAB Europe/Screen Digest ©

© IAB Europe 14

w Top five countries in terms of growth: Slovenia, Spain, Italy,
w Accounts for 23% of overall online spend Slovakia, Sweden
w Total European like-for-like growth -1.4%
w Six countries had a shrinking classified sector in 2009: Croatia,
w Top five countries in terms of value: UK, France, Germany, Italy, Denmark, Finland, UK, Germany, Belgium
Netherlands
Classifieds & directories value and growth

800 40
Growth 2008-2009
2009 Value
700 30
600 20
500 10
Million Euros
Growth %
400 0
300 -10
200 -20
100 -30
0 -40
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D G H th S S Sw itze T
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© IAB Europe 15
Classifieds & directories value by country 2008-2009

UK € 802
€ 760
France € 686
€ 704
Germany € 656
€ 637
Italy € 170
€ 185
Netherlands € 171
€ 175
Norway € 157
€ 162
Sweden € 144
€ 153
Switzerland € 136
Belgium € 108
€ 107
Denmark € 128
€ 92
Russia € 84
Poland € 45
€ 47
€ 46
Austria € 47
Spain € 40
€ 45
Finland € 36
€ 30
Turkey € 30
€ 30
Hungary € 12
€ 12
€5
Slovakia
€5
Bulgaria €4
Croatia €7 2008
€4
€1 2009
Slovenia €1
Romania € 0.01
€ 0.01
Greece
0 200 400 600 800 1000

Classifieds & directories growth by country 2008-2009

Slovenia 29.3%
Spain 10.9%
Italy 9.0%
Slovakia 8.7%
Sweden 6.7%
Poland 5.5%
Norway 3.0%
France 2.7%
Netherlands 2.1%
Austria 0.6 %
Romania 0.6 %
Turkey 0.6 %
Hungary 0%
Belgium -0.7%
Germany -2.9 %
UK -5.3 %
Finland -17.5 %
Denmark -28.7 %
Croatia -40.5 %
-50 -40 -30 -20 -10 0 10 20 30
Growth % Source: IAB Europe/Screen Digest ©

© IAB Europe 16
Display

w Accounts for 30% of overall online spend
w Total European like-for-like growth 0.3%
w Top five countries in terms of value: Germany, UK, France, Italy,
Spain
w Top five countries in terms of growth: Austria, Greece, Finland,
Denmark, Poland
w Seven countries had a shrinking display sector in 2009: Norway,
Slovakia, France, Romania, Sweden, UK, Hungary.
Display value and growth
1000 30
Growth 2008-2009
2009 Value
800 20
600 10
Million Euros
Growth %
400 0
200 -10
0 -20
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© IAB Europe 17
Display
Brand building and your audience

Tom Bowman, Vice President of Strategy & Operations for
Global Advertising Sales at BBC Worldwide
“Branding is a continuous task for marketers and the basic principles Publishers like BBC Worldwide are in the business of selling audience
of marketing apply to campaigns online as well as offline. The brand and, in order to do this effectively, they need to understand attitudes
manager of a sophisticated luxury brand for example will be looking to different devices (mobile, PC, games console) and then craft the
to communicate that message online - and publishers need to be message to win attention. Successful online brand campaigns, as in
aware of this. Some websites still don't understand this and clutter every other medium, rely on understanding the audience and
their sites - big turn offs for advertisers and users alike” matching the advertiser, the brand and the message to it”
Display value by country 2008 - 2009
Germany € 956
€ 994
UK € 821
€ 777
France € 482
€ 453
Italy € 323
€ 326
Spain € 270
€ 278
Netherlands € 205
€ 206
Sweden € 190
€ 180
Russia € 174
Poland € 145
€ 158
Denmark € 129
€ 141
€ 154
Norway
€ 137
Switzerland
€ 124
Austria € 91
€ 103
Belgium € 77
€ 81
Finland € 54
€ 59
Hungary € 49
€ 49
Turkey € 35
€ 37
Greece € 26
€ 29
Slovakia € 17 2008
€ 15
Bulgaria 2009
€ 14
Slovenia € 13
€ 14
Romania € 13
€ 12
Croatia €5
€6
0 200 400 600 800 1000

© IAB Europe 18
Display
Display growth by country 2008 - 2009

Austria 13.4 %
Greece 9.6 %
Finland 9.4 %
Denmark 9.4 %
Poland 8.9 %
Slovenia 8.6 %
Croatia 6.2 %
Turkey 5.0 %
Belgium 4.5 %
Germany 4.0 %
Spain 3.1 %
Italy 1.0 %
Netherlands 0.2 %
Hungary -0.047 %
UK -5.3 %
Sweden -5.4 %
Romania -5.5 %
France -6.0 %
Slovakia -9.2 %
Norway -11.1 %
-12 -9 -6 -3 0 3 6 9 12 15
Growth % Source: IAB Europe/Screen Digest ©
Guy Phillipson, Chairman IAB Europe & CEO IAB UK

“The advertising recession hit hard in 2009, with total UK media 5.3%. The star format was undoubtedly video advertising, which grew
down 11.2%. Against this background, online display held up a staggering 140%. And with continued strong growth in social
relatively well in the UK, recording its first ever annual decline at - media, the UK can look forward to a healthy overall increase in 2010”

© IAB Europe 19
Regional and country detail Western Europe
Spend by format and by country: Western Europe

5000
Display
Search
4000 Other
3000
Million Euros
2000
1000
0
UK
ce
ly
ds
ain
en
ay
ia
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ar
an
lan
lan
Ita
str
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lan
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ed
Sp
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Au
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Sw
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Gr
Be
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Other €65.9 €30.8 €21.6 €24.5 €3.9 €9.1 €6.1 €2.5 €3.2
Search €2408.9 €1461.2 €572.0 €316.4 €410.0 €356.4 €124.7 €95.6 €148.9 €95.1 €104.7 €75.2 €93.5 €40.0
Classifieds €759.7 €636.5 €704.4 €185.3 €175.0 €44.7 €153.4 €161.7 €91.5 €136.4 €107.4 €46.6 €29.9 €0.0
Display €776.7 €993.9 €453.0 €326.0 €205.6 €278.3 €179.7 €137.2 €140.6 €123.9 €80.7 €103.0 €58.7 €28.5
UK Germany
The UK is the largest market by spend of the 23 countries covered in As was the case in 2008, Germany is the second largest market
this report, with a value of just over €4 billion in 2009. The UK also overall. Germany has the most valuable display sector - worth €994
recorded the highest proportional spend for online - 27.3% of total million, however in terms of proportional spend, this only accounts
main media spend. Search is the dominant category in the UK, for 32% of the overall online ad spend. Search is the dominant
accounting for 60% of total online spend, and making the UK the category, with 47% of overall online spend, with Classifieds &
country with the highest proportion of online ad spend in this category. Directories at 21%. The German online advertising market also
The UK online advertising market managed a 3.2% like-for-like growth managed a small growth despite the fact that the advertising market
when the rest of the advertising market saw a decline of -11.5% as a whole saw a decline of -9.3%,
2009 Online Ad Spend €4,011 m 2009 Online Ad Spend €3,092 m

2008-2009 online ad spend growth 3.2% 2008-2009 online ad spend growth 5.2%
2009 main media spend (WARC) €14,714 m 2009 main media spend (WARC) €17,391 m
Online as a proportion of main media spend (WARC) 27.3% Online as a proportion of main media spend (WARC) 17.8%

© IAB Europe 20
France Spain
France, along with Norway, has the largest classified market in terms Spain had the third highest proportional spend on Search in Europe, at
of proportional spend (both 40%), and the second largest after the 52%. Display is the second largest category at 41%, whilst Classifieds
UK in terms of spend (€704m). Search is the second most popular & Directories account for only 7% of online spend. Growth was just
category at 32%, followed by Display at 26%. The online advertising above average at 7.1% and achieved when the advertising market as a
market in France managed a small growth despite the fact that the whole saw a decline of -20%. As online still only accounts for 12.4%
advertising market as a whole saw a decline of -12.5% of main media spend there is still room for strong growth.
2009 Online Ad Spend €1,760 m 2009 Online Ad Spend €683 m

2008-2009 online ad spend growth 2.2% 2008-2009 online ad spend growth 7.1%
2009 main media spend (WARC) €11,525 m 2009 main media spend (WARC) €5,502 m
Italy Sweden
Italy is the fourth largest market in Europe, maintaining its position At 22.6% Sweden has the third highest proportion of online spend as
from 2008. Display is the dominant sector, but only by 1% in part of the overall main media mix. Display accounts for 38% of
proportional spend terms accounting for 38% of the spend compared spend, followed by Classifieds & Directories (33%) and Search (27%).
to Search on 37%. Classifieds & Directories come a distant third at The modest growth of 2.7% in online advertising was achieved in a
22%. However as online still represents only 10.3% of main media year where the advertising market as a whole saw a decline of -13.4%.
spend, considerably below many other Western European markets,
there is still room for industry growth in the near future. 2009 Online Ad Spend €467 m
2008-2009 online ad spend growth 2.7%
2009 Online Ad Spend €849 m 2009 main media spend (WARC) €2,069 m
2008-2009 online ad spend growth 6.4% Online as a proportion of main media spend (WARC) 23%
2009 main media spend (WARC) €8,259 m
Online as a proportion of main media spend (WARC) 10.3%
Norway
Norway has the second highest proportion of main media spend
Netherlands devoted to online - 23.4%. The majority of spend, 40%, goes on
The Netherlands is the fifth largest market in terms of spend. As one Classifieds & Directories. This is the highest proportion in Europe, a
of the most mature European markets, the Netherlands saw little position shared with France where 40% of spend also goes towards
growth in online advertising spend in 2009 - just 1.8%. This was Classifieds & Directories. Display represents 34% of online spend in
achieved despite the advertising market as a whole declining by -13.1% Norway, while Search accounts for just 24%.
in the same period. Search is the predominant category, accounting
for 50% of spend, followed by Display (25%) and Classifieds & 2009 Online Ad Spend €401 m
Directories (21%). 21.8% of the Netherlands main media spend goes 2008-2009 online ad spend growth 1.4%
towards online, which is the fifth largest proportion in Europe. 2009 main media spend (WARC) €1,714 m
2009 Online Ad Spend €815 m
2008-2009 online ad spend growth 1.8%

© IAB Europe 21
Denmark Finland
One quarter of Denmark's main media spend goes to online - the The Finnish online advertising market is worth €182 million in 2009,
second highest proportion in Europe. Search accounts for 39% of which represents14% of main media spend. Search represents 51% of
spend, closely followed by Display (37%), with Classifieds & online spend, followed by Display (32%) and Classifieds & Directories
Directories on 22%. (16%).
2009 Online Ad Spend €384 m 2009 Online Ad Spend €182 m

2008-2009 online ad spend growth 2% 2008-2009 online ad spend growth 4.4%
2009 main media spend (WARC) €1,507 2009 main media spend (WARC) €1,296 m
Online as a proportion of main media spend (WARC) 25.5% Online as a proportion of main media spend (WARC) 14%
Switzerland Ireland
Switzerland is a new market for this report, so no growth figures are Ireland is the second smallest market in Western Europe, worth
available. The Classifieds & Directories market accounts for 38% of €97.2 million in 2009. Search represents 46% of online spend,
total online spend, the second highest proportion in Europe. Display followed by Classifieds & Directories (27%) and Display (26%). This is
accounts for 35%, and search 27%. the first year that data from Ireland has been included in the AdEx
report, so there is no growth data available. There is no WARC data
2009 Online Ad Spend €355 m available for Ireland. The data from Ireland was received after initial
2009 main media spend (WARC) €2,531 m publication, and is therefore not included in the other calculations in
Online as a proportion of main media spend (WARC) 14% this report.
2009 Online Ad Spend €97.2 m

Belgium
Belgium devotes 10.6% of main media spend to online. Classifieds &
Directories account for 37%, Search 36% and Display 28%. Greece
Greece was the fastest growing market in Europe in 2009 by a
2009 Online Ad Spend €293 m considerable margin, recording an increase of 48.9%, although the
2008-2009 online ad spend growth 4.6% overall market value is small, and online represents only 4.1% of
main media spend. Greece is the only European market that recorded
no spend on Classifieds & Directories in 2009, instead spending 58%
on Search and 42% on Display advertising.
Austria 2009 Online Ad Spend €69 m

Although Austria recorded the best growth rate in Western Europe, and 2008-2009 online ad spend growth 48.9%
the second highest growth rate overall (14%), online still only accounts 2009 main media spend (WARC) €1,654
for 7.5% of main media spend. Display is the dominant format (40%), Online as a proportion of main media spend (WARC) 4.1%
followed by Search (33%) and Classifieds & Directories (20%).

2008-2009 online ad spend growth 14%

© IAB Europe 22
Regional and country detail Central and Eastern Europe
Spend by format and by country: Central and Eastern Europe
600
Display
Search
500 Other
400
Million Euros
300
200
100
0
a
ey
ia
kia
tia
ia
ar
ssi
ni
lan
ar
an
rk
oa
va
ve
ng
Ru
lg
m
Tu
Po
Cr
Slo
Slo
Bu
Hu
Ro
Other €8.4 €4.7 €0.9 €0.2
Search €255.5 €82.4 €53.8 €18.5 €6.6 €3.8 €4.5 €5.0 €0.6
Classifieds €84.2 €47.0 €29.8 €12.4 €4.0 €5.2 €1.2 €4.0 €0.01
Display €174.1 €158.4 €36.8 €49.1 €14.0 €15.3 €14.0 €5.7 €12.3
Although overall online ad spend is low in this region compared to Western Europe, three of the four fastest growing online markets all come from
this region - Greece, Turkey and Poland.
Russia Poland
Russia makes its first appearance in this year's report, so no growth The Polish online market had the third highest growth rate in 2009 of
data is available. Russia is the largest CEE market, worth €514 12.7%, and online also accounts for 13.4% of main media spend -
million. Online also represents 11.7% of main media spend - a figure comparable to some markets in Western Europe. Display is by far the
higher than some more established markets such as Belgium and most popular category, accounting for 53% of online spend, followed
Italy. Search accounts for half of Russia's online ad spend, followed at a distance by Search (28%) and Classifieds & Directories (16%).
by Display (34%) and Classifieds & Directories (16%).

2009 main media spend (WARC) €4,405 m 2008-2009 online ad spend growth 12.7%
Online as a proportion of main media spend (WARC) 11.7% 2009 main media spend (WARC) €2,210 m

© IAB Europe 23
Regional and country detail Central and Eastern Europe
Turkey Slovenia
Turkey was the fourth fastest growing market in Europe in 2009, Slovenia is the third smallest online advertising market in Europe,
with a growth rate of 11.7%, and online already represents 9.2% of and the only one of these three markets to record growth, albeit only
main media spend. Search accounts for 45% of online spend, followed of 1.6%. Proportionally it has the second largest Display market, at
by Display (31%) and Classifieds & Directories (25%). 68% of online spend. Search accounts for 22% of spend, and
Classifieds & Directories just 6%.
2008-2009 online ad spend growth 11.7% 2009 Online Ad Spend €21 m
2009 main media spend (WARC) €1,313 m 2008-2009 online ad spend growth 1.6%
Online as a proportion of main media spend (WARC) 9.2% 2009 main media spend (WARC) €305 m
Hungary
Although the online advertising market in Hungary is one of the Croatia
smallest in Europe, the market value of €85 represents 10.1% of main The value of the online advertising market in Croatia fell by 2.7% in
media spend. The market grew at just over the European average rate 2009, making it the second smallest market in Europe. However there
in 2009. 58% of online spend goes to Display advertising, followed at is a reasonable balance between formats with 39% spent on Display,
some distance by Search (22%) and Classifieds & Directories (15%). 34% on Search and 29% on Classifieds & Directories.

2008-2009 online ad spend growth 6.8% 2008-2009 online ad spend growth -2.7%
2009 main media spend (WARC) €843 m 2009 main media spend (WARC) €239 m
Bulgaria Romania
This is the first year Bulgaria has appeared in this report, so no trend Romania is the smallest online advertising market in Europe, with
data is available. Online ad spend in Bulgaria accounts for just 6.2% of just €13 million, representing a decline of 4.5% since 2008. It also
main media spend. Display is the dominant format, accounting for 57% has the smallest proportion of main media spend devoted to online,
of spend, followed by Search (27%) and Classifieds & Directories (16%). just 1.8%. Romania has the highest proportional spend on Display in
Europe, accounting for 94% of the total market. Search accounts for
2009 Online Ad Spend €25 m 4% and Classifieds & Directories just 0.1%.
2009 main media spend (WARC) €395
Online as a proportion of main media spend (WARC) 6.2% 2009 Online Ad Spend €13 m
2008-2009 online ad spend growth -4.5%
2009 main media spend (WARC) €710 m
Slovakia
At -5.5% Slovakia recorded the largest decline in online ad spend in Online as a proportion of main media spend (WARC) 1.8%
2009. However, online still outperformed the advertising market as a
whole, which declined by -32.7% in the same period. The majority of
online ad spend went towards Display (63%), followed by Classifieds
& Directories (21%) and Search (15%).
2008-2009 online ad spend growth -5.5%
© IAB Europe 24
Forecasting the European Market
Display bounces back

Screen Digest expects online advertising to resume double-digit growth in 2010 and 2011
By Vincent Létang and Daniel Knapp, senior analysts, advertising research
Following the 2009 recession, the advertising market is recovering across However, even in the most mature Western European markets like the UK,
Europe, and across most media categories. Screen Digest is forecasting Sweden or Germany, online advertising is set to outperform the overall
Western Europe to grow by 3.7% for all media ad spend while Central and advertising markets. In Germany, online advertising will grow by 9.5% in
Eastern European markets will see an aggregate growth of 5%. 2010 whereas the overall advertising market will post a 3.2% increase.
As for online advertising, recovery means re-acceleration from 4.5% Online advertising trends are not just an East-West affair. There are
growth in 2009 to 10.8% in 2010, outperforming all other media significant contrasts within the Big Five European advertising markets
categories once again, although the gap in growth rates is narrowing. This (France, Germany, Italy, Spain, UK). Online advertising still commands a
is the consequence of maturity of online and the fact that television is relatively low market share in Italy and Spain, allowing these markets to
bouncing back strongly this year, driven by the World Cup and the grow double-digit in 2010 and beyond as the budget migration from other
historically cheap rates reached at the end of last year. media to online is still in full swing.
Online advertising growth will be particularly strong in Central and In terms of segments, paid-for search is still driving digital advertising,
Eastern Europe. In this region, a combination of expanding broadband with double-digit growth in most of Europe, where advertisers of all sizes
infrastructure, improved audience measurement and low basis in terms of and categories are valuing it as an effective and cost-efficient
online ad spend per capita €3 compared to €34 in Western Europe leaves a communication channel. Google reported UK revenues up 17% year-on-
lot of room for growth. year like-for-like in the first half of 2010, while ‘rest-of-the world’
Online advertising growth by format Europe

20
2009
2010
15.1% 2011
15
12.9%
10.8% 10.8%
10.1%
10 9.5%
7.9%
6.0%
4.9%
5 4.5%
0.3%
0
-1.4%
Total online advertising Display Search Classifieds & Directories

-5

© IAB Europe 25
revenues were up 24%. Although we believe Google’s display formats and increased prices in each format, but by the fact that the market’s centre
revenues, non-European markets have grown even more strongly, Screen of gravity is drifting towards higher-value formats like video, mobile,
Digest modelling suggests 2010 growth for paid-for search will be special high visibility banner formats and sponsorship. Network
between 10% and 30% in continental Europe, and around 13% in the UK, consolidation is also happening in most territories. It is welcomed by the
despite the fact that the UK is one of the world’s most saturated search buying side, which likes to see fragmentation and transaction costs going
market. Alongside Central and Eastern Europe, we expect Scandinavian down and generating economies of scale in trading. Ad exchanges are
countries to experience the highest growth rates in search in the mid- coming of age as the next step in display trading.
term. In Scandinavia, strong online directories from the pre-Google era
have long hindered the rapid uptake of search advertising, but budgets are But traditional, CPM-based display still has room for growth, as many
increasingly migrating from directories to search. mainstream advertisers, for instance in FMCG who had delayed or slowed
down their display uptake in 2009, are returning strongly this year. They
However the main feature of internet advertising this year and next is are further encouraged by the widespread availability of video inventory,
probably the perspective of renewed online display growth after a severe most notably catch-up pre-rolls which are often planned alongside
slowdown in 2009. This is part of a general return to brand advertising, broadcast TV, and the shift of video sharing sites towards professional
also benefitting television and outdoor in particular, after almost two content consumption.
years of focusing on traffic and direct, ROI-oriented short term
marketing. Although CPMs and CPCs are flat or still going down in most In 2010-2011, many mainstream global advertisers are also gearing up
format categories, many publishers are successful in limiting the erosion their use of social media, acknowledging user-friendly buying mechanisms
of ‘premium’ CPMs, while ‘remnant’ inventory is increasingly sold using and the fact that 500 million Facebook users cannot be ignored by any
targeting technologies that make it cost-efficient and attractive for some global brand. The 2010 FIFA World Cup was also the first time the internet
categories of advertisers. Revenue growth is thus not generated by played a massive role in global campaign alongside television.
Total online advertising growth by country

2009
20
2010
2011
17.5%
15
13.6%
12.3%
12.0%
11.5%
10 9.5% 9.5%
7.7% 7.5%
7.1% 7.1%
6.4%
5.2%
5
3.2%
2.2%
0
France Germany Italy Spain UK

© IAB Europe 26
Broadcasters drive growth in online TV ad revenue

By Marie Bloomfield, analyst, broadband media
Online video consumption in Western Europe is dominated by user- The UK was the biggest contributor in 2009, accounting for 45% of
generated content (UGC) but professionally produced content offers online TV ad revenue in the big five, reflecting that online TV
much better opportunities for monetisation. Consequently, online TV services from the major commercial broadcasters are now well
accounts for a disproportionately high share of revenue: in the ‘big established. However, it is worth noting that online TV consumption
five’ European territories – France, Germany, Italy, Spain and the UK remains well below traditional TV – in 2009 the average weekly
– online TV represented 64% of online video revenue in 2009 despite traditional TV viewing per capita in the UK was around 26 hours
only amounting to 7% of total online video streams/downloads. according to BARB, compared with just 0.6 hours for online TV and
UGC combined.
Online TV advertising revenues (€m)

2009 2010 96.2
100
80
60.7
60
50.0
48.0 48.4
40 35.6
28.3
20
9.2
4.9 5.7
0
Source: Screen Digest and comScore
Advertising is the prevailing business model in the online TV market, As well as distributing content on their own ad-supported services,
generating 67% of revenue, which is indicative of efforts by two of the UK broadcasters are making full-length programmes
commercial broadcasters in Europe to extend their traditional available via YouTube to find a wider audience for their content.
business online by offering programming on a ‘catch-up’ basis after Under these affiliate deals, the broadcasters maintain control of ad
linear transmission. In 2009 revenue from online TV advertising sales to avoid competing on inventory for the same content and
almost doubled in the big five reaching €252m, up from €136m in eroding CPMs.
2008, with broadcasters – having access to the catch-up TV content
that drives consumption and being able to leverage existing European broadcasters are also extending the reach of their ad-
relationships with advertisers – accounting for the lion’s share (73% supported content across internet-connected living room devices,
in 2009). agreeing deals with consumer electronics manufacturers to make
their content available over-the-top (OTT) to TVs, Blu-ray players

© IAB Europe 27
and games consoles. Well ahead of their US counterparts, eight major There are no equivalent propositions in Southern Europe, where
broadcasters in the big five had agreed deals with third party vendors broadcasters have generally been slower to launch expansive ad-
to ‘carry’ their free-to-view online TV content before the start of supported online TV services. Consequently, Spain and Italy generated
2010; and they have recently been joined by ProSieben. Of the US comparatively little online TV advertising revenue in 2009. However,
broadcasters, only CBS has adopted a similar approach. By contrast the Italian market is expected to grow significantly year-on-year in
Hulu, online TV joint venture from ABC, Fox and Disney, announced in 2010 due in large part to Mediaset. Despite only launching its catch-
July 2010 that it will be available via a range of connected devices up service in January 2010, the broadcaster has already pulled ahead
but only for users paying a monthly fee. of its rivals in terms of monetisation of online video thanks to a
relatively high ad load for long-form content; three pre-rolls and two
In addition, broadcasters in Europe are collaborating to launch their to three mid-rolls every 20 minutes.
own device-based platforms for online TV to boost consumption of the
ad-supported content they offer online. In the UK, all four of the major In Spain, where the advertising crisis has hobbled the emerging
local broadcasters are also investing in hybrid DTT/OTT initiative online TV business, ad loads are often much lower – a single pre-roll
Project Canvas, a joint venture that aims to launch a platform for per TV show, if any. However, as the advertising market recovers it is
online TV content and linear channels in 2011. Five was also an early anticipated that ad loads will increase and online TV CPMs are actually
partner but recently pulled out. While in Germany, RTL and ProSieben expected to rise heading into 2011 while they decline in the rest of
have announced plans to launch an open platform for online TV, the big five European territories.
offering a single point of access on the web for broadcaster catch-up
programming. Separately, several German and French broadcasters are
engaged with Hbb TV, intended to harmonise broadcast and broadband
content delivery to the living room.
Online TV advertising revenues as a share of online and TV ad spend 2009

8 7.6%
Share of online ad spend

7
Share of TV ad spend
6.2%
4 3.6%
1.9%
1.8% 1.8%
2
1.0%
0.9%
1
0.1% 0.2%
0

© IAB Europe 28
Mobile advertising comes of age

By Julien Theys, senior analyst, mobile media
The past 12 months have paved the way for a maturing period in has trouble exiting the lucrative messaging ditch it carved for itself;
mobile advertising. Can everyone win? LG and Samsung will play it safe with multiple operating systems; and
as for Microsoft and Palm/HP, 2010 is about restructuring an offer
If there were any doubts last year about the strategic importance of rather than a power demonstration.
mobile in the future of advertising, they were most likely wiped clean
after the market events of the past 12 months. Operator’s practices with data charging must also be kept in check to
avoid bill shock. Operators still have to deal with the schizophrenia of
After an important peak in funding in 2008, 2009 was more about offering powerful advertising solutions and respecting the users’
venture exits and bigger players making their moves. Between July 2009 permissions/privacy/preferences. With search firmly within the
and June 2010, mobile advertising saw at least 28 acquisition deals, grasp of online incumbents and display following the same path,
twice the number of deals for the previous 12 months. If Google messaging remains a great opportunity for operators. However they
(AdMob) and Apple (Quattro Wireless) stood out, we should also need to work on allowing their inventories to open up, since
mention companies such as Orange (Unanimis), Nokia (Acuity Mobile) or advertisers usually avoid dealing with operator fragmentation. In this
Velti (Media Cannon) who were active and will likely continue to be so. light, infrastructure vendors might have a substantial opportunity if
they offer operators the right tools.
The consolidation in mobile advertising essentially underlines a path
towards maturity for mobile advertising. Despite its small size (IAB The year ahead promises more of the same consolidation, growth and
UK estimated mobile ad spend to be £38m i.e. around 1% of overall maturation. We can expect operators and tech companies to keep on
digital media spend), mobile advertising seems to be taking off at preparing for the significant growth ahead, and mobile to integrate
last in 2009: +32% year-on-year like-for-like in the UK in 2009. further into advertisers’ digital advertising arsenal.
Now that formats and metrics have started to fall in place, now is the
time for scaling and increasing budgets. For advertisers, the key From a demand side perspective, the smartphone environment is
challenge will become to cope with regional environments that might bringing scale, creativity and usability. On top of being a great channel
provide very different usages for the mobile device: for example, for CRM and social media and a return-channel for other media
countries with a high smartphone penetration will be better suited for a (typically TV), mobile advertising is now establishing itself in the
mobile app strategy, while emerging markets will still favour SMS. display and search environment. Some challenges remain however:
fragmentation of standards and currencies; absence of independent
Smartphone advertising in 2010-2011 will likely remain a two-horse third-party ad-serving and reliance on operators for data and campaign
race between Apple’s iAds and Google’s Android + AdMob combo. reporting. In terms of audience measurement, the deal between
Nokia-backed Symbian doesn’t leverage its high shipment volumes comScore and GSMA to aggregate operators’ data on mobile internet
either from developer interest or user data consumption; BlackBerry usage is a major breakthrough but it only applies in the UK so far.
2008 2009 2010 2011 2012 2013 2014
Handset Shipments (m) 290 289.6 297.8 303.4 298.8 302.1 307.9
Smartphone share of handset market 11.3% 14.8% 19.8% 22.7% 26.2% 29.2% 32.5%

© IAB Europe 29
Top 10 properties
We would like to thank IAB Europe member comScore for providing us with this data from December 2009
AUSTRIA GERMANY
Total Unique Visitors (000) % Reach Total Unique Visitors (000) % Reach
Total Internet : Total Audience 4,544 100.0 Total Internet : Total Audience 50,771 100.0
Google Sites 3,546 78.0 Google Sites 40,850 80.5
Microsoft Sites 2,403 52.9 Microsoft Sites 28,274 55.7
FACEBOOK.COM 1,677 36.9 Deutsche Telekom 26,166 51.5
Wikimedia Foundation Sites 1,621 35.7 eBay 25,679 50.6
eBay 1,451 31.9 ProSiebenSat1 Sites 24,155 47.6
Amazon Sites 1,274 28.0 United-Internet Sites 22,110 43.5
United-Internet Sites 1,208 26.6 Wikimedia Foundation Sites 22,032 43.4
Yahoo! Sites 1,169 25.7 Amazon Sites 21,866 43.1
Otto Gruppe 1,086 23.9 AOL LLC 20,848 41.1
ORF.AT 1,034 22.8 Hubert Burda Media 19,346 38.1
BELGIUM IRELAND
FACEBOOK.COM 3,470 62.6 FACEBOOK.COM 1,071 57.6
Wikimedia Foundation Sites 2,152 38.8 Yahoo! Sites 876 47.2
Belgacom Group 1,927 34.8 AOL LLC 829 44.6
Yahoo! Sites 1,724 31.1 eBay 640 34.4
eBay 1,685 30.4 Wikimedia Foundation Sites 637 34.3
Telenet Sites 1,642 29.6 Ask Network 531 28.6
NETLOG.COM* 1,595 28.8 Amazon Sites 473 25.4
De Persgroep 1,275 23.0 Apple Inc. 466 25.1
DENMARK ITALY
Eniro Sites 1,293 37.2 Telecom Italia 11,611 55.4
DR.DK 1,260 36.2 Yahoo! Sites 11,549 55.1
eBay 1,190 34.2 WIND Telecomunicazioni 9,714 46.4
XTV2 Danmark 1,147 33.0 eBay 9,382 44.8
XJP Politiken Hus 1,134 32.6 Wikimedia Foundation Sites 8,947 42.7
XWikimedia Foundation Sites 1,095 31.5 Ask Network 5,609 26.8
Yahoo! Sites 957 27.5 eMule (App) 5,456 26.0
FINLAND NETHERLANDS
FACEBOOK.COM 2,193 67.3 Hyves 7,654 64.0
SanomaWSOY 1,958 60.1 SanomaWSOY 7,021 58.7
Eniro Sites 1,635 50.2 Publieke Omroep 5,608 46.9
ILTALEHTI.FI 1,510 46.3 Wikimedia Foundation Sites 5,219 43.6
MTV3.FI 1,331 40.8 Telegraaf Media Groep 4,341 36.3
IRC-GALLERIA.NET 1,247 38.2 KPN 4,095 34.2
YLE.FI 1,105 33.9 Bol Sites 3,498 29.2
FRANCE NORWAY
FACEBOOK.COM 25,149 57.0 Schibsted (Anuntis-Infojobs-20minutos) 2,259 73.0
Orange Sites 23,090 52.3 FACEBOOK.COM 2,153 69.6
Iliad - Free.fr Sites 20,819 47.2 Eniro Sites 1,453 46.9
Yahoo! Sites 19,671 44.6 Telenor 1,350 43.6
Wikimedia Foundation Sites 18,829 42.7 AS Avishuset Dagbladet 1,294 41.8
Comment Ca Marche 18,359 41.6 Wikimedia Foundation Sites 1,260 40.7
Groupe PPR 18,212 41.3 NRK Sites 1,021 33.0
Groupe Pages Jaunes 17,847 40.4 TV2 Sites 897 29.0
Source: comScore – Data in above charts is for age 15+ IAB Europe AdEX 2009
except for UK, France, Germany and Spain which is age 6+ © IAB Europe 30
Top 10 properties
PORTUGAL SWITZERLAND
Portugal Telecom 2,385 62.3 FACEBOOK.COM 2,643 58.5
HI5.COM 2,252 58.9 Swisscom Sites 1,950 43.2
Yahoo! Sites 1,349 35.3 Wikimedia Foundation Sites 1,891 41.8
UOL 1,320 34.5 Yahoo! Sites 1,668 36.9
Wikimedia Foundation Sites 1,306 34.1 Apple Inc. 1,504 33.3
Grupo Impresa 1,251 32.7 MIH Limited 1,337 29.6
iG Sites 1,202 31.4 eBay 1,228 27.2
WordPress 1,154 30.2 Deutsche Telekom 1,189 26.3
RUSSIA TURKEY
Yandex 22,124 60.5 Google Sites 19,204 93.3
Mail.Ru Sites 21,453 58.6 Microsoft Sites 18,431 89.6
Google Sites 19,451 53.2 FACEBOOK.COM 17,128 83.2
Vkontakte 17,127 46.8 Dogan Online 12,158 59.1
RosBusinessConsulting 16,023 43.8 Milliyet Group 9,213 44.8
Rambler Media 13,875 37.9 BLOGCU.COM 9,132 44.4
AOL LLC 13,714 37.5 Mynet A.S. 8,612 41.8
BitTorrent Network 10,651 29.1 Hurriyet Internet Group 8,193 39.8
Microsoft Sites 10,309 28.2 Nokta Internet Teknolojileri 7,723 37.5
Wikimedia Foundation Sites 9,864 27.0 Wikimedia Foundation Sites 7,111 34.6
SPAIN UK
Yahoo! Sites 10,535 48.7 Yahoo! Sites 25,650 60.7
Grupo Prisa 8,635 39.9 BBC Sites 21,156 50.1
RCS Media Group 8,466 39.1 Amazon Sites 19,101 45.2
Vocento 8,169 37.8 Wikimedia Foundation Sites 17,570 41.6
Schibsted (Anuntis-Infojobs-20minutos) 7,949 36.7 Ask Network 16,993 40.2
Terra - Telefonica 7,912 36.6 AOL LLC 15,739 37.2
SWEDEN
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 5,768 100.0
Google Sites 5,302 91.9
Microsoft Sites 4,951 85.8
Schibsted (Anuntis-Infojobs-20minutos) 4,080 70.7
FACEBOOK.COM 3,832 66.4
Bonnierförlagen 3,074 53.3
Eniro Sites 2,929 50.8
Wikimedia Foundation Sites 2,327 40.3
BLOGG.SE 2,229 38.6
Swedbank 1,993 34.5
Spotify 1,975 34.2
Source: comScore – Data in above charts is for age 15+ IAB Europe AdEX 2009
except for UK, France, Germany and Spain which is age 6+ © IAB Europe 31
25
Top 10 ad publisher sites by ad impressions
We would like to thank IAB Europe member The Nielsen Company for providing us with this data from 2009
AUSTRIA GERMANY
Rank Site % of Total Ad Impressions Rank Site % of Total Ad Impressions
1 News Networld 19.3% 1 T-Online 25.5%
2 Krone 13.2% 2 Bild.de 7.6%
3 VOL Vorarlberg Online 6.8% 3 wer-kennt-wen 7.1%
4 willhaben 6.5% 4 mobile 3.5%
5 ORF 6.5% 5 GMX 3.4%
6 oe24 5.3% 6 eBay 3.3%
7 Austria.com 4.4% 7 Spiegel Online 3.2%
8 HEROLD 4.0% 8 Web 2.8%
9 Kurier Online 2.9% 9 MSN 2.4%
10 Geizhals 2.7% 10 Yahoo 2.1%
Source: The Nielsen Company Source: The Nielsen Company
BELGIUM ITALY
1 7Sur7 20.2% 1 Libero 14.0%
2 HLN 17.9% 2 Tiscali 10.0%
3 Skynet Belgacom 10.4% 3 Alice/Virgilio 9.9%
4 2dehands 3.3% 4 Repubblica 8.9%
5 Vlan 3.3% 5 Corriere della Sera 6.5%
6 Gazet van Antwerpen 2.8% 6 Yahoo 4.3%
7 Corelio - De Standaard 2.7% 7 TGcom 3.2%
8 Hebbes 2.6% 8 Il Meteo 3.1%
9 Le Soir 2.5% 9 MSN 3.1%
10 Nieuwsblad 2.5% 10 Gazzetta 2.0%
DENMARK NETHERLANDS
1 TV2 13.0% 1 De Telegraaf 6.0%
2 Ekstra Bladet 11.3% 2 De Financiele Telegraaf 4.8%
3 Den Bla Avis 6.9% 3 Funda 4.7%
4 BT 5.7% 4 Tiscali Netherlands 4.1%
5 Jubii 5.2% 5 RTL Group 3.8%
6 Eniro 4.9% 6 Algemeen Dagblad 3.8%
7 MSN 4.8% 7 Voetbal International 3.2%
8 Sondagsavisen 4.8% 8 Autotrader 3.0%
9 Politiken 3.5% 9 Nu.nl 2.7%
10 Bilbasen 3.4% 10 AutoTelegraaf 2.6%
FRANCE NORWAY
1 L Equipe 9.0% 1 VG Nett 51.7%
2 Le Monde 8.2% 2 Finn 8.5%
3 Yahoo 7.1% 3 Sol 5.8%
4 JeuxVidéo.com 5.5% 4 Dagbladet 5.4%
5 01 Net 4.4% 5 Nettavisen 5.0%
6 Boursorama Groupe 3.7% 6 Aftenposten 3.9%
7 Le Figaro 3.7% 7 MSN 3.1%
8 Orange 3.7% 8 Hegnar Online 2.7%
9 Pages Jaunes 3.5% 9 NRK 2.6%
10 Skyrock.com 3.3% 10 ABC Startsiden 1.7%

© IAB Europe 32
26
Top 10 ad publisher sites by ad impressions
PORTUGAL TURKEY
1 Sapo 25.0% 1 Mynet 11.4%
2 Record 13.7% 2 Milliyet 9.2%
3 A Bola 12.6% 3 Hurriyet 7.2%
4 Iol Portugal 8.9% 4 Memurlar.net 5.6%
5 Publico 8.3% 5 SABAH 3.9%
6 Jornal de Negocios 3.6% 6 Haber7 3.8%
7 Correio da Manhã 3.6% 7 Sahadan.com 3.8%
8 O Jogo 2.5% 8 Internet Haber 3.4%
9 Jornal de Noticias 2.2% 9 Zaman 2.6%
10 Losomundo 2.2% 10 Ekolay.net 2.5%
SPAIN UK
Rank Site % of Total Ad Impressions Brand Total Unique Visitors (000) % Reach
1 Marca 18.9% TOTAL: 38,931 98
2 El Mundo 12.8% Google 34,299 86
3 Diario AS 6.6% MSN/WindowsLive/Bing 28,487 72
4 Terra 5.9% Facebook 23,404 59
5 MSN Spain - Windows Live 5.3% BBC 21,447 54
6 Sport.es 3.7% Yahoo! 21,009 53
7 Orange 3.0% Amazon 20,701 52
8 El Pais 2.6% Microsoft 18,579 47
9 Idealista 2.4% eBay 18,115 46
10 Elconfidencial.com 2.2% YouTube 17,110 43
Source: The Nielsen Company Wikipedia 14,030 35
Source: The Nielsen Company
SWEDEN
Rank Site % of Total Ad Impressions
1 Aftonbladet 40.2%
2 Expressen 7.7%
3 MSN 6.6%
4 Tradera 6.3%
5 Blogg 3.7%
6 Svenska Dagbladet 2.7%
7 TV4 2.6%
8 Di.se 2.4%
9 Bilddagboken 2.1%
10 Dagens Nyheter 1.9%
SWITZERLAND
Rank Site % of Total Ad Impressions
1 Swisscom / Bluewin 22.8%
2 Blick Online 11.8%
3 20 Minuten 10.4%
4 Tagesanzeiger 9.0%
5 PartyGuide.ch 4.5%
6 NZZ Online / Neue Zürcher Zeitung 4.5%
7 Homegate 3.7%
8 Search.ch 3.5%
9 GMX 3.0%
10 Car4You 2.1%

© IAB Europe 33
Internet Penetration in Europe
Austria BELGIUM BULGARIA

Total population 8.4m Total population 10.8m Total population 7.6m
Internet penetration 16 years + 67 % Internet penetration 16 years + 66% Internet penetration 16 years + 40%
Source 2009 Eurostat Online Database Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database
InSites MC DC 2009 CATI Research & Forrester Data
CROATIA DENMARK FINLAND

Internet penetration 16 years + 44% Internet penetration 16 years + 80% Internet penetration 16 years + 75%
Source 2009 Eurostat Online Database Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database &
InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data
FRANCE GERMANY GREECE

Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database &
InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data
HUNGARY IRELAND ITALY

Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database Source 2009 Eurostat Online Database &
InSites MC DC 2009 CATI Research & Forrester Data InSites MC DC 2009 CATI Research & Forrester Data
NETHERLANDS NORWAY POLAND


© IAB Europe 34
Internet Penetration in Europe
ROMANIA SLOVAKIA SLOVENIA
Source 2009 Eurostat Online Database & Source 2009 Eurostat Online Database Source 2009 Eurostat Online Database
SPAIN SWEDEN SWITZERLAND

Total population 46m Total population 9.3m Total population 7.8m
UK
Total population 62m
Internet penetration 16 years + 73%
Source 2009 Eurostat Online Database &


© IAB Europe 35
Appendix i – definition of formats
The following four formats are collated as part of this report: ‘Other’ Category
This is an umbrella category for smaller non-transaction based
Display advertising formats. IAB Europe has included newsletter advertising, solus email,
An advertiser pays an internet company for space to display a static mobile advertising and in-game advertising in this category where
or hyper-linked banner or logo on one or more of the internet countries have measured these formats.
company’s pages. For the purposes of this report all forms of internet
sponsorship, tenancies, rich media formats and non-transaction Newsletter is defined as text or banner advertising that appears
based affiliates were collected separately by local IABs and have been around the unrelated editorial content of email newsletters. Solus
included in the figure for display advertising. email is defined as an email sent by a media owner to an opt-in list
where the content of the email is determined by the advertiser.
Where possible, transaction related payment models have been
excluded, leaving non-transaction based affiliate revenues Mobile advertising is advertising viewed or read on a mobile phone.
incorporated into display.
The Other category does not include email marketing or related costs,
Search defined as an email sent on behalf of an advertiser by an email list
Fees advertisers pay internet companies to list and/or link their manager.
company site domain name to a specific search word or phrase
(includes paid search revenues), where the fee paid by the client is
based on the number of clicks on the listing results. Search
categories include:
w Paid listings – text links appear at the top or side of search

results for specific keywords. The more a marketer pays, the
higher the position it gets. Marketers only pay when a user clicks
on the text link
Contents of ‘Other’ category
w Contextual search - text links appear in an article based on the Austria newsletter advertising only
context of the content, instead of a user submitted keyword. Denmark supplied as ‘Other’ by FDIM
Payment only occurs when the link is clicked France newsletter advertising only
Hungary newsletter and mobile advertising
w Paid inclusion – guarantees that a marketer’s URL is indexed by a Italy mobile advertising only
search engine. The engine’s search algorithms determine the Netherlands mobile and in-game advertising
listing.. Norway newsletter, in-game and mobile advertising
Romania newsletter advertising only
Classifieds Spain mobile advertising only
Fees advertisers pay internet companies to list specific products or Slovenia mobile advertising only
services (eg. online job boards and employment listings, real estate Sweden mobile advertising only
listings, automotive listings, yellow pages). Can be either business- UK mobile, newsletter and solus email advertising
to-business or business-to-consumer.

© IAB Europe 36
Appendix ii – The Participating IABs
IAB Austria IAB Netherlands

www.iab-austria.at www.iab.nl
Partner: Focus MR Partner: Nielsen Media Research
IAB Belgium IAB Chapter in Norway

www.iab-belgium.be www. inma.no
Source: CIM Partner: ANFA
IAB Chapter in Bulgaria (Interactive Association) IAB Poland

www.iabulgaria.bg www.iabpolska.pl
Partner: PricewaterhouseCoopers Poland
IAB Chapter in Croatia (INAMA)
www.inama.hr IAB Romania
Source: PricewaterhouseCoopers www.iab-romania.ro
Partner: PricewaterhouseCoopers Romania
IAB Chapter in Denmark (FDIM)
www.fdim.dk IAB Russia
Partner: Deloitte www.iabrus.ru
Partner: Russian Association of Communication Agencies
IAB Finland
www.iab.fi IAB Chapter in Slovakia (AIM)
Partner: TNS Gallup Oy Media Intelligence www.aimsr.sk
Source: Mediana
IAB France
www.iabfrance.com IAB Slovenia
Partner: France Pub www.soz.si
IAB Chapter in Germany (OVK) IAB Spain

www.bvdw.org www.iabspain.net
Partner: Nielsen Media Research Partner: PricewaterhouseCoopers
IAB Greece IAB Sweden

www.iab.gr www.iabsverige.se
Source: IRM
IAB Hungary
www.iab.hu IAB Switzerland
Partner: PricewaterhouseCoopers Source: MediaFocus
IAB Ireland IAB Turkey

www.iabireland.ie www.iab-turkiye.org
Partner: PricewaterhouseCoopers Ireland Partner: Turkish Advertising Agencies Association
IAB Italy IAB UK

www.iab.it www.iabuk.net
Partner: Assointernet/Nielsen Media Research Partner: PricewaterhouseCoopers

© IAB Europe 37
Appendix iii – Methodology and adjusted data
Each national IAB runs its own annual online advertising spend been used. To provide data for previous year growth rates, the prior
benchmark study and as the methodology for the studies varies year’s figures are also re-calculated using the current report’s year-
slightly by country, IAB Europe works with Screen Digest to ensure average exchange rate in order to give transparency over the growth
that the findings in the European report are comparable. This rate.
involves re-adjusting figures to allow for different original
methodologies, adjusting currencies where local data is not collected The chart below shows the amounts of estimated and adjusted data
in Euros and ensuring the year average exchange rate at 2009 has for each country
Actual, adjusted and estimated data 2009

Million Euros
Actual
€10,798
Adjusted
€2,730
Estimated
€1,173

© IAB Europe 38
Appendix iv – Estimates and adjustments
Austria Italy
w Display discounted by 20% to adjust from ratecard to gross w Email marketing excluded
w Classifieds & directories estimated using ratio
w Affiliates category deleted Netherlands
w Affiliates incorporated into display and transaction based
Belguim revenues removed (estimated to be 60% of affiliate revenue).
w Ratecard data on display market supplied by CIM w In-game advertising moved from display to ‘other’
w IAB Europe applied a discount of 38% to estimate gross revenue w Display and ‘other’ grossed up by 15% to adjust from net to gross
w Other categories were estimated by IAB Europe using European
averages Norway
w Newsletter advertising and mobile spends included in ‘other’
Bulgaria
w Display and classifieds & directories modelled by IAB Europe Poland
based on figures provided by IAB Bulgaria w Mobile grossed up by 15% to adjust from net to gross
w Search estimated using CEE ratio w Email marketing deleted
Croatia Romania
w Data grossed up by 20% for display and 25% for search booked w Online video and contextual advertising, non transaction based
through agencies to adjust from net to gross affiliate and integrated content were added into display
w Solus email was added to ‘other’
Denmark w Classifieds & Directories estimated using CEE growth rate applied
w Classified figure adjusted to discount e-commerce revenue and to 2008 figure
auctions using IAB Europe estimates
w Email marketing figures not included Russia
w Classifieds & Directories estimated using average CEE market share
Finland
w Figures for all formats increased by 15% to adjust from net to gross. Slovakia
w Sponsorship, slotting fees and rich media added in to display
w Search category includes directories w Display grossed up by 12.5% to adjust from net to gross
France w Lead generation and email marketing values excluded
w Newsletter advertising estimated by IAB EU to be 20% of Email Slovenia
Marketing category, this 20% was included in display, remaining
email marketing excluded w No adjustments made
w IAB Europe estimated value of classifieds & directories, added Spain
this to value for directories
w Classifieds extracted from display using IAB Europe estimate and
Germany moved into classifieds and directories category
w Non transaction affiliate category has been moved in to display w 10% agency commission for display and mobile to adjust from net
w Display discounted by 60% to adjust from ratecard to gross to gross
w Classifieds & Directories estimated using Western Europe average Sweden
growth rate
w Transaction related affiliate marketing deducted from display
Greece w 8% decuducted from display to eliminate transaction related
payments
w Display discounted by 50% to adjust from ratecard to gross
w 10% deducted from search to eliminate SEO from reported search
w No estimates for Classifieds & Directories
total
Hungary
w No adjustments needed Turkey
w Value grossed up by 15% to adjust net to gross
Ireland w IAB Europe estimated split between display and search and added
w No adjustments needed estimated classifieds and directories, applying average growth
w Note that the data from IAB Ireland was only available for rate to 2008 value
publication end July, and is therefore not included in the overall
The UK
total or any other aggregated data included in this report
w Newsletter advertising moved from display to ‘other’

© IAB Europe 39
Appendix v – Our research partners
www.comscore.com
www.nielsen-online.com
comScore is a global leader in measuring the digital world and the preferred
The Nielsen Company is a global information and media company with
source of digital marketing intelligence. Through a powerful combination of
leading market positions in marketing and consumer information, television
behavioral and survey insights, comScore enables clients to better
and other media measurement, online intelligence, mobile measurement,
understand, leverage and profit from the rapidly evolving worldwide web and
trade shows and business publications. The privately held company is active
mobile arena. comScore provides syndicated and custom solutions in online
in approximately 100 countries, with headquarters in New York, USA. For
audience measurement, e-commerce, advertising, search, video and mobile
more information, please visit, nielsen.
and offers dedicated analysts with digital marketing and vertical-specific
industry expertise. Advertising agencies, publishers, marketers and financial
analysts turn to comScore for the industry-leading solutions needed to craft
successful digital, marketing, sales, product development and trading
strategies. www.screendigest.com
Screen Digest is the pre-eminent firm of industry analysts that has been
covering global media markets for over 30 years. Headquartered in London,
with offices in New York and Monterey, California, the firm employs a team
www.InSites.eu of 40 specialist analysts covering digital media, advertising, film, television,
InSites Consulting is a full-service consultancy, covering all fields of market broadband, mobile, cinema, home entertainment and gaming in up to 60
research. Using a range of quantitative and qualitative methods, they markets worldwide. A comprehensive suite of online services and reports
provide clients with custom-made solutions and marketing provide the information and analysis that hundreds of media companies
recommendations. We combine innovative approaches with proven and worldwide base their decisions on. Screen Digest's eight dedicated online
highly accurate methods to design marketing strategies tailored to services have been developed to provide continuously updated data and
individual clients’ needs. InSites partnered with IAB Europe to deliver the MC analysis on the global media markets, plus detailed forecasts on all
DC Project, a goldmine of information about European online user behaviour aspects of the media industry.
across 16 territories. Data from this project has been included in the
internet penetration data featured in this report.
WARC www.warc.com
World Advertising Research Center (WARC) is a premier provider of

information and insight to the global marketing, advertising, media and
research industries. WARC, its internet service, is the world's largest single
source of marketing insight , while its publications and conferences have
strong reputations established over many years.
WARC is an independent company dedicated to recognising and promoting

marketing excellence and effectiveness. Partnerships with the world's
leading industry bodies, together with its own in-house editorial teams,
position WARC as a unique information provider.

© IAB Europe 40
Special thanks
With sincere thanks to all the contacts at the national IABs who have supported the
production of this report by supplying and explaining their data to IAB Europe and to our
corporate members who provided quotes that have been used throughout this report.
Also special thanks to our research partners for supplying internet penetration figures,
WARC for their total media figures, our members comScore and Nielsen Online for audience
measurement figures and the analysts at Screen Digest for their insight, commentary,
forecasts and support.
Contact details
IAB Europe
www.IABEurope.eu
Alain Heureux
President, IAB Europe
president@iabeurope.eu
Catherine Borrel
Research Manager, IAB Europe
research@iabeurope.eu
+44 (0) 7870 78 12 60
Lucy Green
Press Relations, IAB Europe
pressrelations@iabeurope.eu
+44 (0) 7817 69 83 66

© IAB Europe 41

AdEx 2009 - European Online Advertising Expenditure

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Published September 2010

IAB Europe AdEX 2009

Growth in the most mature online ad markets UK, France, Germany,

IAB Europe AdEX 2009

The sources of the online advertising spend data contained within

The results reported are considered the closest measurement of

IAB Europe in partnership with Screen Digest collates and aggregates

The result is comparable data based on actual revenues from across

The figures featured in this report include data from 23 IABs. In

IAB Europe AdEX 2009

Total online advertising 2008 & 2009

IAB Europe AdEX 2009

Between 2008 and 2009 total US online advertising spend actually

Total online ad spend Europe vs USA

IAB Europe AdEX 2009

Total by country 2008 and 2009

Source: IAB Europe/Screen Digest ©

Share of total spend by country

Italy €849 Netherlands €815

France €1,760 Russia €514, 3%

IAB Europe AdEX 2009

Growth by country from 2008 to 2009

IAB Europe AdEX 2009

Industry growth -the advertiser’s perspective

Online advertising spend by country 2009

IAB Europe AdEX 2009

Spending on online advertising as a proportion of main media spend in 2009

% of main media spend Source: IAB Europe/WARC ©

WARC’s main media figures include spend on newspapers,

IAB Europe AdEX 2009

In 2008 Classifieds & Directories enjoyed a healthy year-on-year

Growth of formats 2008-2009

Source: IAB Europe/Screen Digest ©

IAB Europe AdEX 2009

w Value €6.7 billion

Search value and growth Growth 2008-2009

IAB Europe AdEX 2009

Brand building and the media mix

Search value by country 2008 and 2009

0 500 1000 1500 2000 2500

Million Euros Source: IAB Europe/Screen Digest ©

IAB Europe AdEX 2009

Search growth by country 2008-2009

% Growth Source: IAB Europe/Screen Digest ©

IAB Europe AdEX 2009

w Value €3.4 billion

Classifieds & directories value and growth

IAB Europe AdEX 2009

Classifieds & directories value by country 2008-2009

0 200 400 600 800 1000

Classifieds & directories growth by country 2008-2009

Growth % Source: IAB Europe/Screen Digest ©

IAB Europe AdEX 2009

w Value €4.4 billion

Display value and growth

IAB Europe AdEX 2009

Brand building and your audience

Display value by country 2008 - 2009

Million Euros Source: IAB Europe/Screen Digest ©

IAB Europe AdEX 2009

Display growth by country 2008 - 2009

Growth % Source: IAB Europe/Screen Digest ©