1. AdEx 2009
European online
advertising
expenditure
Published September 2010

2. 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
Published September 2010
© IAB Europe

3. 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.
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Published September 2010
© IAB Europe 3

4. 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 AdEX 2009
Published September 2010
© IAB Europe 4

5. 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
9
6
3
0
2008 2009
Source: IAB Europe/Screen Digest ©
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© IAB Europe 5

6. 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
5
0
2008 2009
Source: IAB Europe/Screen Digest ©
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© IAB Europe 6

7. 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
Source: IAB Europe/Screen Digest ©
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 ©
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8. 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%
0
-3%
-5% -6%
e ia ey y ly y e k s ia y ia ia ia
ec str lan
d
rk ain gar Ita an um lan
d UK en c ar d n a t an ak
-10 e Sp gi ed an m lan ove or
w oa ov
Gr Au Po Tu
H un er
m
Bel Fin Sw Fr en her Sl N Cr om Sl
G D R
et
N
Source: IAB Europe/Screen Digest ©
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9. 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 ©
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10. 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
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11. 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
8
6
4
2
0.3%
0
Search Display
-1.4%
-2
Classifieds & Directories
Source: IAB Europe/Screen Digest ©
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12. 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
ia um ria tia ar
k nd ce ny ece ry ly ds ay d ia ia ia ia in n d ey UK
str i ga roa nm inla Fran rma e ga Ita lan w olan an uss vak ven Spa ede rlan urk
Au Belg Bul Gr Hun r or m R
C
D e F
G e he N P
Ro Sl
o
Sl
o Sw itze T
et Sw
N
Source: IAB Europe/Screen Digest ©
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13. 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
Million Euros Source: IAB Europe/Screen Digest ©
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14. Search
Search growth by country 2008-2009
(all data adjusted to 2009 exchange rates)
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 ©
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15. Classifieds & Directories
w Value €3.4 billion
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
ia m ia ia ark nd ce ny ece ary aly ds ay nd nia ssia kia nia ain en nd key UK
str iu gar oat l a an a e g It lan rw ola a a e Sp ed rla ur
Au Belg Bul Cr enm Fin Fr erm Gr un r Ru lov lov
D G H he No P Rom S S Sw itze T
Net Sw
Source: IAB Europe/Screen Digest ©
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16. Classifieds & Directories
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
Million Euros Source: IAB Europe/Screen Digest ©
Classifieds & directories growth by country 2008-2009
(all data adjusted to 2009 exchange rates)
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 ©
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17. Display
w Value €4.4 billion
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
ia um ria tia ark nd ce ny ece ary aly ds ay nd nia ssia ain kia nia en nd key UK
str i ga oa la an a e g It lan rw ola a Sp lova love wed zerla Tur
Au Belg Bul Cr enm Fin Fr erm Gr un r Ru
D G H he No P
Ro
m
S S S it
N et Sw
Source: IAB Europe/Screen Digest ©
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18. 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
Million Euros Source: IAB Europe/Screen Digest ©
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19. Display
Display growth by country 2008 - 2009
(all data adjusted to 2009 exchange rates)
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”
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© IAB Europe 19

20. Regional and country detail Western Europe
Spend by format and by country: Western Europe
5000
Display
Classifieds & Directories
Search
4000 Other
3000
Million Euros
2000
1000
0
UK
y
ce
ly
ds
ain
en
ay
k
d
m
ia
d
ce
ar
an
lan
lan
Ita
str
iu
lan
an
rw
ed
Sp
nm
ee
rm
lg
Au
er
Fin
Fr
No
Sw
er
Gr
Be
itz
De
Ge
th
Sw
Ne
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
Source: IAB Europe/Screen Digest ©
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 AdEX 2009
Published September 2010
© IAB Europe 20

21. Regional and country detail Western Europe
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
Online as a proportion of main media spend (WARC) 15.3% Online as a proportion of main media spend (WARC) 12.4%
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
Online as a proportion of main media spend (WARC) 23.4%
2009 Online Ad Spend €815 m
2008-2009 online ad spend growth 1.8%
2009 main media spend (WARC) €3,746 m
Online as a proportion of main media spend (WARC) 21.8%
IAB Europe AdEX 2009
Published September 2010
© IAB Europe 21

22. Regional and country detail Western Europe
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
2009 main media spend (WARC) €2,753 m
no spend on Classifieds & Directories in 2009, instead spending 58%
Online as a proportion of main media spend (WARC) 10.6%
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%).
2009 Online Ad Spend €228 m
2008-2009 online ad spend growth 14%
2009 main media spend (WARC) €3,039 m
Online as a proportion of main media spend (WARC) 7.5%
IAB Europe AdEX 2009
Published September 2010
© IAB Europe 22

23. Regional and country detail Central and Eastern Europe
Spend by format and by country: Central and Eastern Europe
600
Display
Classifieds & Directories
Search
500 Other
400
Million Euros
300
200
100
0
a
d
ey
y
ia
kia
a
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
Source: IAB Europe/Screen Digest ©
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 Online Ad Spend €514 m 2009 Online Ad Spend €296 m
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
Online as a proportion of main media spend (WARC) 13.4%
IAB Europe AdEX 2009
Published September 2010
© IAB Europe 23