SPIR

Vývoj display reklamy v 2020

petr.kolar@spir.cz — Fri, 26 Feb 2021 08:52:55 +0000

Display advertising in 2020 peter.kokavec@… Fri, 02/26/2021 - 17:29

As part of the AdMonitoring project, in 2020, the participating operators recorded expenses for display advertising in the total amount of CZK 16.5 billion at list prices. Most (56%) of the display ads were programmatic. Detailed breakdowns by operators can be found in the public outputs of the project.

Note: This is a continuous monitoring only of the display advertisement and only of the involved media. The stated advertising performance does not equal the performance of the entire Internet as a media type. We are finding out the overall performance of the Internet with the project Online Adspends, which will be published in the first half of March.

Advertisers Spent CZK 28,6 billion on Internet Advertising Last Year

tereza.tumova@spir.cz — Wed, 10 Apr 2019 17:39:42 +0000

Advertisers Spent CZK 28,6 billion on Internet Advertising Last Year tereza.tumova@… Wed, 04/10/2019 - 19:39

In 2018 the volume of internet advertising exceeded CZK 28 billion. Compared to 2017, this represents growth of 23 per cent caused, in absolute figures, primarily by display advertising (+23 %) and search advertising (+25 %). From the viewpoint of the manner of advertising space purchase, the programmatic purchase of display advertising increased by 54 per cent. Expectations for the coming year are also optimistic; the survey participants assume that online advertising will continue to grow by 14 per cent in 2019. Out of the total advertising expenditures, online advertising accounts for a 25 per cent share. The data come from the annual survey of Internet advertising performance conducted for SPIR by Median.

For detailed information please see http://www.inzertnivykony.cz/en .

AdMonitoring rozšířil své výstupy o programatik

tereza.tumova@spir.cz — Mon, 25 Feb 2019 09:40:06 +0000

AdMonitoring has expanded its outputs to include programmatic peter.kokavec@… Mon, 02/25/2019 - 17:35

Tisková zpráva

Prague, February 25, 2019 - As part of the AdMonitoring project, the newly added category accurately describes volume of programmatically traded online advertising, which have been growing steadily in recent years. The originally dominant category of directly traded display ads decreases in line with the growing volume of programmatic. In January 2019, the volume of programmatically purchased advertising space already exceeded the volume of display traded directly.

AdMonitoring is a project of the Association for Internet Progress (SPIR), which has been mapping expenditures to nationwide online for 12 years and includes most Czech online media operators. The publication of programmatic data was preceded by a period of preparation and testing lasting more than a year.

"Programmatic has been a common part of the online advertising business models in the world as well as in the Czech Republic for several years. Its dynamics grow very fast as targeting and performance measurement capabilities improve. This development pushed SPIR to modify the methodology of the AdMonitoring project. Adding the programmatic, the project now provides more accurate and comprehensive view on the volume of online advertising and how investments are divided into individual business models, "commented Kateřina Hrubešová, Executive Director of SPIR.

The volume of programmatic online advertising for a given month will always be available on the 20th day of the month following the measured period, on the page with public outputs in the table "Provozovatelé/Operators".

European Digital Advertising market has doubled in size in 5 years

tereza.tumova@spir.cz — Wed, 23 May 2018 20:56:49 +0000

European Digital Advertising market has doubled in size in 5 years tereza.tumova@… Wed, 05/23/2018 - 22:56

IAB Europe press release

The European Digital Advertising market reached €48bn in 2017 compared with €24.8bn in 2012

Milan, 23 May 2018 – At its annual Interact conference today, IAB Europe announced that digital advertising grew 13.2% in 2017 to €48bn, driven by strong growth in social, mobile and video investment.

The AdEx Benchmark study is the definitive guide to the state of the European digital advertising market and is now in its twelfth year. A total of twenty markets grew double-digit. Mobile dominatedwith double-digit growth in all 27 markets in the study. Mobile display grew by more than 40% and now accounts for 42% of total display advertising whilst video now accounts for more than a quarter of total display. Social grew at a similar rate at 38% and increased its share of display whilst video grew by 4x the rate of non-video display at 35%. The growth in video is driven by out-stream advertising which experienced a 73.4% growth compared with in-stream at 6.9%.

Townsend Feehan, CEO of IAB Europe, commented “The digital advertising industry has experienced another year of strong double-digit growth in Europe confirming its role in underpinning the delivery of digital content and consumer experiences. With GDPR coming into force in just three days’ time we are at a crossroads for the industry and we must continue to improve user experiences as well as highlight the contribution that digital advertising makes to the European economy.”

The IAB Europe AdEx Benchmark study divides the digital ad market into three categories: Display, Search and Classifieds and Directories. Growth in these advertising formats has been underpinned by shifting uses in devices and changing consumption patterns.

Display advertising outperformed search and classifieds with a growth rate of 14.9% to a value of €19.3bn. Search is still the largest online advertising category in terms of revenue with a growth of 14.4% and a market value of €21.9bn.

Daniel Knapp, Executive Director TMT at IHS Markit, said “Social, mobile, video and search were the growth drivers behind digital advertising in Europe in 2017. They stand for the power of connection, location, emotion and path to purchase that make digital advertising so versatile and indispensable for today’s brands.”

The top 3 individual growth markets reveal strong growth in the CEE region:

Belarus – 33.9%
Serbia – 23.7%
Russia – 21.9%

There was also strong growth in the most mature markets (in line with or above the European average) such as the UK (14.3%), Norway (16.6%), Sweden (18.4%), Switzerland (12.5%) and Denmark (9.7%) demonstrating that maturity doesn’t hinder opportunity for further innovation and growth.

Top 10 rankings (by market size)

UK – €15.6bn
Germany – €6.6bn
France – €5.1bn
Russia – €3.3bn
Italy - €2.6bn
Sweden– €1.8bn
Netherlands – €1.8bn
Switzerland – €1.8bn
Spain – €1.8bn
Belgium – €1bn

About the AdEx Benchmark study

The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. It is then processed and analysed by IHS Markit. The report includes market size and value information for 2017 for the following markets: Austria, Belarus, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Slovenia, Romania, Russia, Spain, Slovakia, Serbia, Turkey, Sweden, Switzerland and the UK. The data represents the calendar year 2016 January- December. This is the eleventh AdEx Benchmark study which began in the calendar year 2006.

Display includes PC-based and mobile banners, rich media and video formats.

Explanatory note on IAB Europe/IHS Markit AdEx Benchmark figures

Each national IAB in Europe runs its own annual online advertising spending study and the IAB Europe AdEx Benchmark figures are based on these studies. As the methodology of the studies varies country by country, IAB Europe and IHS Markit have defined methodology rules to represent the figures in such a way as to make them realistically comparable. This involves:

Readjusting local figures to allow for harmonised representation. Readjustment rates are supplied by groups of local market experts
Estimating/harmonising ad spend data for certain formats or segments in certain countries where local IAB studies do not include data or the definition or scope of a format is substantially different  from IAB Europe standardised segments
Where local data is collected in a currency other than Euros, the average exchange rate in 2017 has been used to convert this to Euros. To provide data for prior year growth rates, the prior year figures have also been re-calculated using a constant exchange rate in order eliminate currency effects.
AdEx Benchmark focuses on four normalised segments: ‘Display’ (including mobile display, rich media and video), ‘classifieds and directories’, ‘paid search’ and ‘other’ (including email but excluding email marketing).
Figures quoted are gross figures (i.e. net invoiced value of the media, plus agency commission if any).

IAB Europe Transparency Guide

tereza.tumova@spir.cz — Fri, 03 Nov 2017 09:40:05 +0000

IAB Europe Transparency Guide tereza.tumova@… Fri, 11/03/2017 - 10:40

The aim of the IAB Europe Transparency Guide is to improve transparency in the digital advertising supply chain in the areas of data, cost and inventory source. The guide provides questions for each stakeholder category to be asked at different stages of the supply chain. read more

Access the IAB Europe Transparency Guide here.

Half of European display ad revenue is now traded programmatically, latest IAB Europe report shows

tereza.tumova@spir.cz — Wed, 13 Sep 2017 13:37:14 +0000

Half of European display ad revenue is now traded programmatically, latest IAB Europe report shows tereza.tumova@… Wed, 09/13/2017 - 15:37

IAB Europe Press Release

Cologne, 13th September 2017 – At dmexco today, IAB Europe in collaboration with IHS Markit announced that the total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 42.7% from €5.7bn in 2015 to €8.1bn in 2016.Cologne, 13th September 2017 – At dmexco today, IAB Europe in collaboration with IHS Markit announced that the total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 42.7% from €5.7bn in 2015 to €8.1bn in 2016.

The report reveals that 50.1% of European display ad spend is now traded programmatically. Additionally, programmatic video grew by an exponential 155% and now accounts for more than 45% of total online video ad spend. Mobile continues to be the ‘most’ programmatic format with 65% of mobile ad spend traded programmatically in 2016.

Whilst CEE is still small in size and maturity, it is starting to catch up and grew by 53% in 2016 compared to Western Europe which grew by 42%.

Programmatic revenues by format:

Mobile - €3.5bn
Video - €1.37bn

Programmatic revenues by region:

Western Europe - €7.5bn
Central and Eastern Europe - €0.6bn

The European Programmatic Market Sizing research is produced by IAB Europe and IHS Markit, taking a holistic approach to aggregating the data to ensure all stakeholder perspectives were included. The numbers are based on ad spend reported by IABs, transactional data, statistical and econometric models to infer a European market size and knowledge from industry experts. This programmatic research complements the IAB Europe AdEx Benchmark Report¹, the definitive guide to the state of the European digital advertising market.

As programmatic becomes the primary mechanism for trading, it is important for data to be integrated into programmatic trading tools, indeed IAB Europe’s Digital Measurement Priorities Report² reveals that more than 90% of stakeholders state that is it important for industry-agreed digital audience and effectiveness studies to be available in programmatic trading tools alongside measurement and trading data.

IAB Europe’s efforts in advancing programmatic trading across Europe with its Programmatic Trading Committee are focused on enhancing transparency and education in key areas such as mobile and data.

Daniel Knapp, Executive Director TMT at IHS Markit said: “Europe is now programmatic- first. In a big leap, programmatic transaction mechanisms have matured and enjoyed large- scale adoption, up from 18.3% of spend in 2013 to 50.1% in 2016. Adoption across Europe remains uneven, with less mature advertising markets lagging behind market leaders such as the UK or the Netherlands. Growth in online advertising now largely means growth in programmatic, but uncertainty related to the evolving EU regulatory landscape on the collection and use of data puts in question the degree to which companies will be able to realise future growth.”

Fabien Scolan, VP of Ad products, Schibsted said: "There is no big surprise to see that automated media trading is over 50%. Advertising is now living what financial trading dealt with more than 20 years ago. With the arrival of the direct guaranteed in programmatic, the revolution in media trading has ended and entered a new phase driving new ways of mastering all conversions KPIs. While large advertisers and media agencies have been the first one to face this revolution, publishers have largely contributed in making it go mainstream. For a publisher like Schibsted, the next challenge will be to have one-stop-shop automated platform that allows all advertising sales channels, business models, products and formats. Ultimately, we want to allow both top advertisers and long tail spenders to benefit from a holistic automated media trading model."

Gustav Mellentin, Co-Founder and CEO, Adform said: “While the major news in this report is the continued mass adoption of programmatic, the key takeaway for advertisers should be what this translates to looking forward. Expanded programmatic adoption across multiple channels, particularly video and mobile, pave the way for more sophisticated buying. Adoption extends far beyond traditional digital formats to include out of home, programmable TV, audio and even Print. The widespread adoption of programmatic combined with more intelligent and connected platforms enables added overall transparency and a simplification of the buying process for true people-based marketing. The industry, through consolidation and innovation, is rushing to create more unified advertising platforms that can reduce the tech tax, deliver added transparency while increasing simplicity for the media buyer.”

¹IAB Europe AdEx Benchmark 2016 Report
²IAB Europe Digital Measurement Priorities Report

Coalition for Better Ads Releases Initial Better Ads Standards for Desktop and Mobile Web in North America and Europe

tereza.tumova@spir.cz — Fri, 24 Mar 2017 10:14:54 +0000

Coalition for Better Ads Releases Initial Better Ads Standards for Desktop and Mobile Web in North America and Europe tereza.tumova@… Fri, 03/24/2017 - 11:14

Extensive Consumer Research Defines First Set of the Most Objectionable Ad Experiences

Washington, DC, Brussels, March 22, 2017 — The Coalition for Better Ads today released initial Better Ads Standards for desktop and mobile web that reflect consumer advertising preferences in North American and European markets. The initial Better Ads Standards are based on comprehensive researchin which consumers comparatively ranked different ad experiences presented to them while they read online articles. More than 25,000 consumers rated 104 ad experiences for desktop web and mobile web. read more

Internetová reklama hlásí rekordní investice za loňský rok: téměř 20 miliard korun

tereza.tumova@spir.cz — Wed, 08 Mar 2017 09:00:01 +0000

Internet Advertising Reports Record Investments in the Last Year: almost CZK 20 billion petr.kolar@spir.cz Fri, 03/10/2017 - 09:32

Prague, March, 8 2017 – Last year the volume of internet advertising reached almost CZK 20 billion in ratecard prices. Compared to 2015, this represents a 31 per cent growth that was caused primarily by increased advertising expenditures in search advertising, content networks and RTB. Expectations for the coming year are also optimistic; the survey participants assume that online advertising will continue to grow by 14 per cent up to CZK 22, 4 billion in 2017. Out of the total advertising expenditures across all media types, online advertising accounts for a 21 per cent share. The data come from the annual survey of Internet advertising performance conducted for SPIR by Median.

In 2016 advertisers used online advertising in the volume of CZK 19,7 billion, which is by 31 per cent more than in the previous year. “This year has confirmed the ongoing growing trend in the use of online forms of advertising. The Czech Republic ranks amongst countries, where the internet is the second most significant media type,” comments Ján Simkanič, the SPIR Chairman.

Development of Total Expenditures in Internet Advertising in the Period of 2008-2016 and 2017*, in billion CZK

chart 1: The Development of Total Expenditures in Internet Advertising

The largest part of advertising expenditures is attributable to display advertising (CZK 14,2 billion). This year a new output structure has been used; as opposed to last years, the display advertising includes also advertising in content networks (in particular Seznam Sklik, Google AdWords and Facebook), RTB and native advertising. The second most frequently used advertising form is paid search with expenditures of CZK 4,7 billion in real prices. The sales in respect of classifieds and directories were declared in the amount of CZK 900 million in ratecard prices. With respect to SMS and MMS campaigns, which are not being included in internet advertising, the advertisers spent CZK 114 million in ratecard prices.

This year for the first time the performance of video advertising may be determined in a more precise manner; its share within the overall display advertising was 19 % (CZK 2,75 billion. Native advertising had almost a one per cent share (CZK 80 million).

chart 2: Market share of Individual Internet Advertising Forms in 2016

Another new feature of the survey is the possibility to determine the share of mobile advertising not only with respect to standard display, as declared by media, but also in relation to content networks and RTB. The share of mobile advertising out of the overall display advertising was 12 per cent (CZK 1,75 billion).

chart 3: Breakdown of display advertising according to the purchase form in 2016

The programmatic business model is becoming more and more important and therefore the manner of display advertising purchase is also reflected. Out of the total advertising expenditures the programmatic forms have a one third share (34 per cent). Programmatic forms of advertising include content networks and RTB, which together represented a 47 per cent share (CZK 6,72 billion in ratecard prices). Content network reached a 43 per cent share (CZK 6,11 billion in ratecard prices), while RTB represented a 4 per cent share (CZK 605 million in ratecard prices).

With respect to programmatic advertising, which in 2016 reached the volume CZK 5,84 billion in real prices, the highest share (91 per cent) was represented by content networks (CZK 5,31 billion in real prices). RTB share was 9 per cent with the total volume of CZK 526 million in real prices.

Development of Individual Forms of Internet and Mobile Advertising in the Period of 2008-2016 and 2017*

This year the structure of results differs and therefore the figures covering past years had to be adjusted to a comparable structure in order to follow development of individual forms within a longer timeline. The long-term growth is clearly visible in the case of display and search advertising. As far as the display advertising is concerned, the growth is caused primarily by programmatic forms – content networks and RTB – that were calculated from real to ratecard prices in the amount of + 15 per cent)[1].

chart 4: Performance of individual forms of internet advertising in the period of 2008-2016 and 2017

table 1: Performance of individual forms of internet and mobile advertising in CZK ths

Share of Individual Mediatypes in 2016

For the purpose of comparing the volume of advertising in individual media types, data derived from the Nielsen Admosphere monitoring of advertising expenditures were used. TV advertising with CZK 42,4 billion maintains its dominant position in the advertising market (45 per cent). Online advertising has a 21 per cent share (CZK 19,7 billion). Press advertising reached CZK 19 billion and has a 20 per cent share in advertisement budgets. Radio advertising reached the level of CZK 7 billion (8 per cent) and OOH advertising generated CZK 5,2 billion (6 per cent) last year. The prices do not include self-promotion. Since 2008, when the SPIR online advertising performance survey started, we note a long-term growing trend of expenditures in internet advertising.

chart 5: Individual Mediatype Share in 2016

The full version of the internet advertising performance is to be found at http://www.inzertnivykony.cz.

The used types of internet advertising are to be found at http://www.inzertnivykony.cz/terminologie-metodika.

More detailed description of advertising forms are to be found at http://www.spir.cz/reklamni-formaty-a-html-5.

Below you will find selected terms that might be incorrectly understood from the viewpoint of terminology. A more detailed version is to be found at the above specified links.

Internet display advertising: Banner advertising in standard (banners, skyscrapers, leaderboards...) and non-standard formats (overlays, interstitials) and video banners. Now the display advertising also includes content network and RTB.

Paid search advertising: Advertising appearing on specific word requests on search engines or premium positions.

Programmatic: automated process of purchase and sale of digital advertising space. Display programmatic includes content network and RTB.

RTB (real-time-bidding) is a type of business model for selling banner advertising targeted at desired audience, where each impression is delivered in real time by automatic systems as is appropriate for the required target group. In the RTB model, geographical, linguistic or behavioural targeting of advertising is often used, on the basis of previous activity and the interests of the user. The main characteristic of the RTB model is the auction sale in real prices of advertising. Now RTB advertising is included within display advertising.

Methodology Description

For the purpose of surveying and processing the results, in the interest of objectivity and the protection of sensitive data, the Median agency was commissioned. The survey was conducted during January and February 2017 and was based on current closings of individual subjects. The performance of all types of advertising was based on declared performance of individual providers of content, agencies, and operators of advertising networks and mobile operators.

From the important internet operators, who were addressed, 21 became actively involved; their media have impact on vast majority of Czech Internet users. In case of 4 operators, who did not submit the results, data of AdMonitoring survey was used. All 3 addressed mobile operators provided financial data related to SMS and MMS advertising messages. In order to obtain data on the performance of individual advertising networks, three operators, 60 media, digital and specialized agencies, as well as 182 direct advertisers were addressed. To calculate the total advertised amount in advertising networks, the claimed performance of the Sklik advertising network is used; along with the percentage distribution of spending by agencies into advertising networks . Breakdown of performance into search and content networks is based on declared data by agencies and direct advertisers. For the first time operators of DSP systems were addressed in order to calculate the overall RTB programmatic advertising through shares of individual DSP with respect of agencies and direct advertisers. Taking into consideration the low participation of DSP operators the calculation was not possible, or better to say, it would be subject to significant statistical mistake. The RTB volume was thus determined as a sum of declared performance by agencies and direct advertisers.

This year, for the first time, partial correction was made in terms of the display advertising forms that are obtained in real (net net) prices and lack ratecard prices. For the purpose of better comparison with the volume of other advertising, which is indicated in ratecard prices, as well as other media types, the prices of programmatic forms (content networks and RTB) were increased by 15 per cent, which may be regarded as the basic charge. The difference between a ratecard and real price is, undoubtedly, higher but because of insufficient support the minimal value was finally used. Our objective in further years of the survey is to quantify the difference more precisely.

For the purpose of transparency, volumes of programmatic forms of display advertising are indicated in real (net net) prices. Search advertising remains in real prices, and since it is not display advertising, the subsequent calculation is not necessary. The remaining media types use ratecard prices; estimates of real prices are not available. The overall performance of the internet does not include SMS and MMS campaigns, which cannot be considered as a type of internet advertising.

For more details, please, contact:

Peter Kokavec – technical inquiries

SPIR Project Manager

mobile: 775 200 949

e-mail: peter.kokavec@spir.cz

Petr Kolář – technical inquiries

Analyst

mobile: 603 749 847

e-mail: petr.kolar@spir.cz

Tereza Tůmová – other inquiries

PR Manager

mobile: +420 739 465 233

e-mail: tereza.tumova@spir.cz

[1] For more details on the calculation see Methodology.

IAB Europe study: AdEx Benchmark H1 2016 – online advertising grew by 13.4%

tereza.tumova@spir.cz — Wed, 23 Nov 2016 10:52:03 +0000

IAB Europe study: AdEx Benchmark H1 2016 – online advertising grew by 13.4% tereza.tumova@… Wed, 11/23/2016 - 11:52

The AdEx Benchmark H1 2016 study reveals that mobile was central to the growth of online advertising across all formats; mobile display grew by 61.3% and mobile search by 57.3%. read more

Global Mobile Advertising revenues surged to €37 billion ($49 billion) in 2015

tereza.tumova@spir.cz — Fri, 23 Sep 2016 15:54:54 +0000

Global Mobile Advertising revenues surged to €37 billion ($49 billion) in 2015 tereza.tumova@… Fri, 09/23/2016 - 17:54

Mobile display continues to outpace search and grew by an exponential 92.6% to €19 billion ($26 billion)

IAB Europe and IHS revealed their global figures for mobile advertising revenue today. The figures show that mobile advertising growth continues to accelerate and increased 68.2% to €37bn ($49bn) in 2015 from €22bn ($29bn) in 2014, driven by a mobile first consumer world and improving marketing technologies.

Mobile display continues to drive investment with the highest growth at 92.6%, whilst mobile search lagged behind, up 51.8%. Messaging grew by 20%, as users continue to migrate from operator-owned messaging services to app-based messaging platforms.

In 2015, display accounts for over half of all mobile spend globally with a 52.3% share at €19bn ($26bn) and search takes a 42.8% share at €16bn ($21bn). Messaging’s share continues to decline with a 5% share at €2bn ($2.4bn).

The share by region of the global figure of €37bn ($49bn) for 2015 is:

North America: 45% (€17bn / $22bn)
Asia-Pacific: 34% (€13bn / $17bn)
Europe: 19% (€7bn / $9bn)
Middle East & Africa: 0.9% (€0.3bn / $0.4bn)
Latin America: 0.7% (€0.3bn / $0.3bn)
Growth year-over-year was led by APAC, which saw a 69% leap in 2015. All regions excluding Middle East and Africa grew by over 50%:

Asia-Pacific – 69%
North America – 67%
Latin America – 60%
Europe – 58%
Middle East and Africa – 37%

Townsend Feehan, CEO of IAB Europe said: “The Global Mobile Advertising revenue numbers demonstrate that the channel is a key driver in the evolution of digital advertising and the growth of display confirms the importance of mobile for brand advertisers to reach their consumers. It is key for advertisers, agencies and publishers to have a cohesive view of the customer journey and mobile is playing an increasing role in that.”

"These global figures reflect brands' recognition that mobile is a critical platform for reaching today's consumers," said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. "We've experienced skyrocketing growth for mobile advertising in the U.S. - a 66 percent upswing year-over-year from 2014 to 2015 - and considering the small screen's power to reach audiences, it is unsurprising to see an upward trajectory the world over."

“The research shows that mobile is becoming the key channel for advertisers to reach their consumers and continues to evolve the online advertising market. These numbers have been underpinned by the industry coming together to collaborate and create improvements to mobile advertising infrastructure”, said Daniel Knapp, Senior Director Advertising Research, IHS. “Access to improvements in technology, measurement and creatives are helping advertisers use mobile as a channel for brand advertising.”