Online Ad Spending in Western Europe

Online Ad Spending in Western Europe

France and Germany are relatively mature markets for online advertising. The Italian and Spanish markets are developing at a slower pace, chiefly because Internet use is less widespread. Television remains the overwhelmingly dominant advertising medium in both Italy and Spain, and this has tended to limit Internet ad spending.

Throughout Western Europe, total advertising spending has plunged with the financial downturn. But the Internet has withstood recessionary pressures far better than other media. Online ad spending will post important gains in 2009 and regain significant momentum in 2010.

Paid search has proved the most popular online ad format in these tough times, while European marketers’ commitment to display, classified ads and e-mail has been somewhat weaker.

This report answers these key questions:

• How has the recession affected advertising spending in Western Europe as a whole, and in major regional markets?
• What are the key similarities and differences between the online ad markets in France, Germany, Italy and Spain?
• Which industries have spent most to advertise online in France, Germany, Italy and Spain?
• What does data from the first half of 2009 tell us about patterns of online ad spending during the current year?

Executive Summary
Online Advertising Revenues in Europe, by Format, 2007 & 2008 (billions of € and % change*)

Key Questions

Ad Spending: Regional Overview

Total Advertising Spending
Advertising Spending Growth Worldwide, by Region, 2007-2011 (% change)
Advertising Spending Growth Worldwide, by Region, 2009 & 2010 (% change)
Advertising Spending Worldwide, by Region, 2009-2011 (billions)
Advertising Spending Growth in Select Countries and Regions, 2008-2010 (% change)
Advertising Spending Growth in Select Countries in Western Europe, 2009 & 2010 (% change)
Advertising Spending in Select Countries in Europe, 2009 & 2013 (millions)

Online Ad Spending

Online Advertising Revenues for Select Countries in Europe, 2007-2010 (millions of €)
Change in Online Advertising Spending in 2009 According to Marketers in Europe (% of respondents)
Average Increase in Online Advertising Spending According to Marketers in Europe, 2009-2011 (% change)
Traditional Advertising Budgets that Are Being Cut to Fund Increases in Online Budget According to Marketers in Europe, 2008 & 2009 (% of respondents)
Online Advertising Revenue Growth in Europe, by Format, 2009 & 2010 (% change)

Country Comparisons

Advertising Spending in Select Countries in Western Europe, 2009 & 2010 (billions)
Advertising Spending in Select Countries, 2009-2011 (billions)
Online Advertising Spending Share in Select Countries in Western Europe, 2009 & 2010 (% of total ad spending)
Advertising Spending Share in Select Countries in Western Europe, by Media, 2009 (% of total)
Online Marketing Spending As a Percent of Total Marketing Budget According to Online Marketers in Select Countries, January 2009
Online Advertising Revenue Growth in Select Countries in Europe, 2008 (% change*)
Online Advertising Spending in Select Countries in Europe, 2009 & 2013 (millions)
France

The Internet and Other Media

Marketing Spending in France, by Media, 2008 (millions of € and % change*)
Advertising Spending in France, by Media, 2008-2010 (millions of €)
Advertising Spending in France, by Media, 2005-2011 (millions of €)
Comparative Estimates: Online Advertising Spending in France, 2008-2011 (millions of €)
Comparative Estimates: Online Advertising Spending Growth in France, 2008-2011 (% change)
Advertising Spending in France, by Media, First half 2009 (millions of €)
Advertising Spending Share in France, by Media, June 2009 (% of total)
Advertising Spending Growth in France, by Media, First half 2009 (% change*)
Advertising Spending Growth in France, by Media, 2009 & 2010 (% change)
MMS Messages Sent in Finland, 2003-2008 (thousands)

Online Ad Spending by Format

Online Advertising Spending in France, by Format, First half 2009 (millions of € and % change*)
Online Advertising Spending in France, by Format, 2005-2011 (millions of €)
Online Advertising Spending in France, by Format, 2008-2010 (millions of €)
Online Advertising Revenues in France, by Format, 2007-2010 (millions of €)

Online Ad Spending by Industry
Online Advertising Spending in France, by Industry, June 2008 & June 2009 (millions of €)

Germany

The Internet and Other Media

Advertising Spending in Germany, by Media, 2005-2008 (millions of €)
Comparative Estimates: Online Advertising Spending in Germany, 2008-2011 (millions of €)
Advertising Spending Growth in Germany, by Media, 2008-2010 (% change)
Advertising Spending Growth in Germany, by Media, 2009 & 2010 (% change)
Comparative Estimates: Online Advertising Spending Growth in Germany, 2008-2011 (% change)
Online Advertising Spending in Germany, Q1 2008 & Q1 2009 (millions of € and % change)
Marketing Budget Allocation According to Marketing Decision-Makers in Germany>, by Format, 2008 & 2009 (% of total)
Advertising Spending in Germany, by Media, 2005-2008 (% of total)

Online Ad Spending by Format

Online Advertising Spending in Germany, by Format, 2007-2009 (millions of €)
Online Advertising Revenues in Germany, by Format, 2007-2010 (millions of €)
Leading Online Display Advertising Formats in Germany, Ranked by Spending Growth, 2008 (% change*)
Online Marketing Tactics Used by Advertisers in Germany, 2007 & 2008 (% of respondents)

Online Ad Spending by Industry

Online Advertising Spending in Germany, by Industry, 2008 (millions of €)
Leading Industries in Germany, Ranked by Online Advertising Spending, First half 2009 (millions of €)
Food and Beverage Industry Advertising Spending in Germany, by Media, 2007 & 2008 (millions of € and % change)

Italy

The Internet and Other Media

Advertising Spending in Italy, by Media, January-October 2008 (% of total)
Comparative Estimates: Online Advertising Spending in Italy, 2008-2010 (millions of €)
Advertising Spending Growth in Italy, by Media, 2008-2010 (% change)
Comparative Estimates: Online Advertising Spending Growth in Italy, 2008-2010 (% change)
Advertising Spending in Italy, by Media, First half 2008 & First half 2009 (millions of € and % change)
Marketing Budget Allocation According to Marketing Decision-Makers in Italy, by Format, 2008 & 2009 (% of total)

Online Ad Spending by Format

Online Advertising Spending in Italy, by Format, 2008 (millions of € and % change*)
Online Advertising Revenues in Italy, by Format, 2007-2010 (millions of €)
Online Advertising Spending in Italy, by Format, 2008-2010 (millions of €)

Online Ad Spending by Industry

Online Advertising Spending in Italy, by Industry, January-July 2008 (millions of € and % of total)

Spain

The Internet and Other Media

Advertising Spending in Select Countries, 2009-2011 (billions)
Advertising Spending Growth in Select Countries in Western Europe, 2008-2010 (% change)
Advertising Spending in Spain, by Media, 2007 & 2008 (millions of € and % change)
Comparative Estimates: Online Advertising Spending in Spain, 2008-2010 (millions of €)
Comparative Estimates: Online Advertising Spending Growth in Spain, 2008-2010 (% change)
Advertising Spending Share in Spain, by Media, 2008 (% of total)
Online Advertising Revenue Share in North America and Select Countries in Western Europe, 2008 (% of total ad revenues)
Advertising Spending Growth in Spain, by Media, 2008-2010 (% change)

Online Ad Spending by Format

Online Advertising Revenues in Spain, by Format, 2006-2008 (millions of €)
Online Advertising Revenues in Spain, by Format, 2008 (% of total)
Online Advertising Spending in Spain, by Format, 2008-2010 (millions of €)

Online Ad Spending by Industry

Online Advertising Revenues in Spain, by Industry, 2008 (% of total)

Pan-Regional Advertising

Conclusions