| Titre : | Note 2 – Online advertising in the EU update 2014 | | Type de document : | document électronique | | Auteurs : | Susanne Nikoltchev, Editeur scientifique ; Gilles Fontaine, Auteur ; Christian Grece, Auteur | | Editeur : | Strasbourg [France] : Observatoire Européen de l'Audiovisuel | | Année de publication : | 2015 | | Autre Editeur : | Strasbourg [France] : Conseil de l'Europe | | Importance : | 49 p | | Note générale : | Report prepared by the European Audiovisual Observatory for DG Connect. This report was prepared in the framework of a contract between the European Commission (DG Connect) and the European Audiovisual Observatory
| | Langues : | Anglais | | Catégories : | MEDIAS:AUDIOVISUEL:NUMERIQUE:Contenu:publicité
| | Tags : | Europe internet publicité aspect économique étude de marché statistiques vidéo réseaux sociaux mobile protection du consommateur | | Index. décimale : | 659.1 Publicité | | Résumé : | EXECUTIVE SUMMARY :
• The total size of the online advertising market in the EU in 2013 was €27.2 billion, an increase of 11.6% compared to the total of €23.2 billion in 2013.
• Growth rates tend to decrease gradually and stabilize around 12% per year, but still exceed by a big margin GDP growth in Europe and ad spend growth on other media.
• Online ad spend per capita ranges from €138 in the UK to €2 in Romania.
• The top three countries for online ad spend in the European Union in 2014 (United Kingdom, Germany and France) accounted for 66.7% of online ad-vertising in Europe.
• Online drives the advertising market: the global European advertising mar-ket modestly grew of 1.4% in 2014. Without online ad spend, the market would have decreased by -2.4%.
• Online has become the second medium in Europe for ad spend, just be-hind TV advertising. In 2014, Internet advertising was higher than TV ad-vertising in Czech Republic, Denmark, Germany, The Netherlands, Swe-den and United Kingdom.
• Among the various online advertising formats, display advertising is regain-ing market shares since 2011, benefitting from better targeting and the in-crease in online video viewing.
• Even if, in the EU, Paid-for-Search represents globally a higher share of the online advertising market than display, there are more countries where display achieves a higher market share than Paid-for-Search.
• Google earns approximately 30% of the worldwide advertising market. Fa-cebook is experiencing a rapid growth of its market share, benefitting both from of its strong position on mobile and from the introduction of video on its pages. Other well-known Internet brands such as Twitter, Amazon or Twitter capture less than 1% each of the online advertising market.
• Online advertising is driven by a series of innovations:
- Video ads, already accounting for 16% of display advertising.
- Programmatic advertising, i.e. the automated placement of ads us-ing algorithms, which drives Media groups to invest in advanced advertising platforms.
- The fast growing usage of mobile devices to access Internet, open-ing the path for in-apps advertising. Figures show that the mobile advertising tend to be even more concentrated than the fixed Inter-net one and to be dominated by Google and Facebook.
- The growing market share of online advertising captured by social networks.
- Continuous technical improvements to shorten the path to sales.
- The future promises of the Internet of Things which will increase the number of screens and therefore the advertising inventory.
• But online advertising also faces some hurdles:
- The actual viewability of ads is discussed.
- Advertising viewing metrics can be distorted by traffic fraud (i.e. traffic generated by robots).
- Ad blockers may improve the user experience on the Internet but also deprive services from an essential source of revenues."
(pages 6 + 7 du document)
| | Note de contenu : | TABLE OF CONTENTS
1 / Executive summary
2 / Key data
2.1 - Sources on the European online advertising market
2.2 - A €27.2 billion market in the EU
2.3 - Strong variation of online ad spend per capita
2.4 - The top 3 countries in the EU account for 65 % of total ad spend
2.5 - The market is maturing as growth rates stabilize
2.6 - Online share of total advertising is growing
2.7 - Analysis of advertising formats
2.8 - The key players
3 / Key trends
3.1 - The dynamics of video advertising
3.2- The rise of programmatic video advertising
3.3 - Mobile: a new ecosystem for advertising
3.4 - Social Network advertising
3.5 - Increased role for tech companies as intermediaries between advertisers and consumers
3.6 - An even more connected future will further drive the online advertising market
3.7 - Viewability of online advertisements, traffic fraud and Ad blocking - a threat to online advertisements
Table of tables
Table of figures
(page 4 du document) | | En ligne : | http://www.obs.coe.int/publications/2015 |
Note 2 – Online advertising in the EU update 2014 [document électronique] / Susanne Nikoltchev, Editeur scientifique ; Gilles Fontaine, Auteur ; Christian Grece, Auteur . - Strasbourg (76 Allée de la Robertsau, 67000, France) : Observatoire Européen de l'Audiovisuel : Strasbourg (France) : Conseil de l'Europe, 2015 . - 49 p. Report prepared by the European Audiovisual Observatory for DG Connect. This report was prepared in the framework of a contract between the European Commission (DG Connect) and the European Audiovisual Observatory
Langues : Anglais | Catégories : | MEDIAS:AUDIOVISUEL:NUMERIQUE:Contenu:publicité
| | Tags : | Europe internet publicité aspect économique étude de marché statistiques vidéo réseaux sociaux mobile protection du consommateur | | Index. décimale : | 659.1 Publicité | | Résumé : | EXECUTIVE SUMMARY :
• The total size of the online advertising market in the EU in 2013 was €27.2 billion, an increase of 11.6% compared to the total of €23.2 billion in 2013.
• Growth rates tend to decrease gradually and stabilize around 12% per year, but still exceed by a big margin GDP growth in Europe and ad spend growth on other media.
• Online ad spend per capita ranges from €138 in the UK to €2 in Romania.
• The top three countries for online ad spend in the European Union in 2014 (United Kingdom, Germany and France) accounted for 66.7% of online ad-vertising in Europe.
• Online drives the advertising market: the global European advertising mar-ket modestly grew of 1.4% in 2014. Without online ad spend, the market would have decreased by -2.4%.
• Online has become the second medium in Europe for ad spend, just be-hind TV advertising. In 2014, Internet advertising was higher than TV ad-vertising in Czech Republic, Denmark, Germany, The Netherlands, Swe-den and United Kingdom.
• Among the various online advertising formats, display advertising is regain-ing market shares since 2011, benefitting from better targeting and the in-crease in online video viewing.
• Even if, in the EU, Paid-for-Search represents globally a higher share of the online advertising market than display, there are more countries where display achieves a higher market share than Paid-for-Search.
• Google earns approximately 30% of the worldwide advertising market. Fa-cebook is experiencing a rapid growth of its market share, benefitting both from of its strong position on mobile and from the introduction of video on its pages. Other well-known Internet brands such as Twitter, Amazon or Twitter capture less than 1% each of the online advertising market.
• Online advertising is driven by a series of innovations:
- Video ads, already accounting for 16% of display advertising.
- Programmatic advertising, i.e. the automated placement of ads us-ing algorithms, which drives Media groups to invest in advanced advertising platforms.
- The fast growing usage of mobile devices to access Internet, open-ing the path for in-apps advertising. Figures show that the mobile advertising tend to be even more concentrated than the fixed Inter-net one and to be dominated by Google and Facebook.
- The growing market share of online advertising captured by social networks.
- Continuous technical improvements to shorten the path to sales.
- The future promises of the Internet of Things which will increase the number of screens and therefore the advertising inventory.
• But online advertising also faces some hurdles:
- The actual viewability of ads is discussed.
- Advertising viewing metrics can be distorted by traffic fraud (i.e. traffic generated by robots).
- Ad blockers may improve the user experience on the Internet but also deprive services from an essential source of revenues."
(pages 6 + 7 du document)
| | Note de contenu : | TABLE OF CONTENTS
1 / Executive summary
2 / Key data
2.1 - Sources on the European online advertising market
2.2 - A €27.2 billion market in the EU
2.3 - Strong variation of online ad spend per capita
2.4 - The top 3 countries in the EU account for 65 % of total ad spend
2.5 - The market is maturing as growth rates stabilize
2.6 - Online share of total advertising is growing
2.7 - Analysis of advertising formats
2.8 - The key players
3 / Key trends
3.1 - The dynamics of video advertising
3.2- The rise of programmatic video advertising
3.3 - Mobile: a new ecosystem for advertising
3.4 - Social Network advertising
3.5 - Increased role for tech companies as intermediaries between advertisers and consumers
3.6 - An even more connected future will further drive the online advertising market
3.7 - Viewability of online advertisements, traffic fraud and Ad blocking - a threat to online advertisements
Table of tables
Table of figures
(page 4 du document) | | En ligne : | http://www.obs.coe.int/publications/2015 |
|
Accueil
Note 2 – Online advertising in the EU update 2014 
