Alain Heureux, President and CEO of IAB Europe, the trade body that represents the online advertising industry across Europe, said: “These half yearly figures suggest that a tipping point has been reached. Every day new companies plan online ad campaigns for the first time, encouraged by reach, return on investment and consumer engagement. Those that are already online are allocating a greater proportion of their ad spend to the medium. And the type of campaigns has evolved – we’re seeing great results for branding and targeted marketing using performance-based techniques. We’re also seeing fantastic results for cross-media campaigns incorporating TV, radio and outdoor. At this rate of growth, Europe’s online ad industry’s market value could overtake the US by the summer next year.”
The growth rates in those IAB markets that report audited online ad spend for the first six months of 2010 were:
Spain: 20%
Poland: 18%
Italy: 15%
Hungary: 11%
UK: 10%
France: 10%
Bulgaria: 10%
Romania: 8%
(Except for France, all the above countries are audited by PricewaterhouseCoopers. France is audited by France Pub.)
At 20% Spain enjoyed the highest growth rate, followed by Poland (18%). In Spain display (28%) experienced higher growth than search (14%) for the first time. The boost of the national team’s performance in the World Cup, a growth in the automotive sector, and a maturing market all contributed to more ad spend going to online, with part of it coming from
The interim results are audited by PricewaterhouseCoopers in Bulgaria, Hungary, Poland, Romania, Spain and the UK using a standard methodology. The figures for France are audited by France Pub. There are currently no audited figures available for Germany at present where the growth rate is estimated at 10-15%. In Slovakia, where a change of methodology makes year-on-year comparisons difficult, growth is estimated at 10%. IAB Europe reports the annual figures of advertising expenditure in June each year, releasing them for the first time at the Interact congress. In 2011 this will be in Barcelona 7-9th June.
For further information, please contact: Geraldine Gitel T: + 44 (0) 7917 885380 (English, French), E: pressrelations@iabeurope.eu
About IAB Europe
IAB Europe says: “IAB Europe is a federation of national Interactive Advertising Bureaux (IAB) across Europe. Its mission is to promote the growth of the interactive advertising markets on behalf of its clients and national members. Supported by every major media group, advertisers, agency, portal, technology and service provider, its voice represents the interest of more than 5000 company members. IAB Europe coordinates activities across the region including public affairs, benchmarking, research, setting standards and best practices. The member countries are Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine and the UK. Our corporate members include Adobe, ADTECH, Alcatel-Lucent, AudienceScience, BBC.com, CNN, comScore Europe, CPX Interactive, Ernst & Young, Expedia Inc, Fox Interactive Media, Gemius, Goldbach Media Group, Google, GroupM, Hi-Media-AdLink, InSites Consulting, Koan, Microsoft Europe, Netlog, News Corporation, nugg.ad, Nielsen Online, Orange Advertising Network, Prisa, Publicitas Europe, Sanoma Digital, Selligent, Truvo, United Internet Media, ValueClick, White & Case, Yahoo! and zanox. Our associate members include Advance Media International, Banner, Business Week/Bloomberg, Dynamic Logic, Emediate, OMD and Right Media.”
