IAB Europe published Adex Benchmark for 2011. The report measures advertisement investment in 26 European countries. This year’s report documents the ongoing success story for online advertising. As of 2011, on average 20% of all advertising budgets in Europe were dedicated to online. One out of five advertising Euros is now invested in online platforms. Despite weak macroeconomic conditions across
Europe reached remarkable 14.5% growth.
Investment in all online formats
increased during this period 14.5% year-on-year1, with paid for-search leading the surge, closely followed by display. Online growth outperformed the overall advertising market, which excluding online grew at a sluggish 0.8% in 2011
European online advertising market crossed the €20 billion mark for the fi rst time at €20.9 billion in 2011, up from €18.3 billion in the previous year2. Online accounted for 21.7% of European advertising spend. USA remains slightly ahead of Europe in terms of online advertising revenues which amounted to €24.5 billion in 2011 following year-on-year growth of 21.9%.
Apart from a healthy online industry, US growth also benefi tted from the presidential primaries.
In Europe, individual market growth in 2011 ranged from 55.5%
in Russia and 40.0% in Croatia, to 5.5% in Norway and 4.6% in Romania. Central and Eastern European (CEE) markets increased their share of total European online ad spend from 10.1% in 2010 to 11.8% in 2011. It is important to note that the UK and Germany alone account for 45.2% of all European online ad spend. Russia
has established itself as the sixth biggest market with a value of
€1.12bn, buoyed particularly by a surging search market.
Paid-for-search and display drove online advertising growth in
2011. Increasing 17.9%, paid-for-search reached €9.72 billion, closely followed by display which rose by 15.3% to €7.03 billion. Even Classifieds & Directories, a format which usually suffers in a tough economic environment due to high exposure to the job, real-estate, and automotive markets, increased by 5.7% in 2011 to just over €4 billion.
Western European markets had a higher market share at 22.7% compared to the CEE equivalent of 16.9%. However, looking at national markets individually reveals that market shares within Western Europe on the one hand, and Central and Eastern Europe on the other are not homogeneous. For instance, Austria and Switzerland exhibit a low online share of their total media advertising spend at 13.0% and 13.9%, lower than most CEE countries.
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