Last week E-Business Consulting attended to the presentation of the IAB Europe data published on the AdEx Bechmark 2013 Report analyzing the state of advertising market. The Report measure the growth of the Digital Industry compared with traditional advertising media and the importance of this sector for Europe and for any single Country.
By a global overview, on 2013 online advertising grew 11,9% compared with 2012 and the value of the whole market is 27,3bn. The report includes market size value information for the full membership of IAB Europe in 2013 including Austria, 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.
Focusing on Italian Market, Italy occupy the 5th place on the European rank, after UK, Germany, France and Russia. The Italian incomes measure 1,7m euros, quite 6% of the European value, increasing from 2012 to 2013 for the 13,3% while the average European growth is 11,9%.
By the Report, the first five countries for the online advertising income together cover the 69,9% of the European revenues for the 2013, while the top 10 countries achieve the 86,3%. This value underline that the Online Advertising market is headed by a little crew of stakeholders (above all UK that reach 27% of the global profit on his own) while other countries economically weaker cover only a little part of the total income. Despite this absolute value, based on 2013 investments, some emerging countries show better percentage of growth than the big players, overtaking also the average European data. In detail Russia and Turkey register an increase from 2012 to 2013, respectively, of 26,8% and 24,3%. Italy is a little over the average and only Spain and Slovenia have a value lower than 2012 (-1,1% and -2,0%).
But how the Italian spend is shared by online media and what has changed by 2012?
The AdEx Benchmark highlight the evolution of new advertising formats, showing how they tie on the investments trend, globally and by county. The main areas are: Display Advertising (comprehensive of Mobile and Video advertising), Classifieds & Directories and Paid for Search. The biggest area of investment on Italy is Display Advertising, covering the 51% of the total 2013 income and 9,4% of the European investments (866 m euros on 9,2 bn euros). The growth of Italian Display is 24,9%, very positive if compared with the European average growth of 14,9%. The cause of this success is due to the increase of Mobile and Video advertising, with a growth year-on-year respectively of 6,8% and 19,1% for the Italian market.
Also Paid for Search shows a little increase for 2013 in Italy: the media cover the 30,5% of the global national income (519 m euros) and 3,8% of the global European income. The increase of Paid for Search in Italy is 6% while the European average growth is 13%.
Classifieds & Directories is the only one segment revealing a negative performance for Italy: in fact this format registers a decrease of -0,6% from 2012 with a coverage of the 18,5% on the Italian market and 6,8% of global Europe income. Compared with Italy, Europe register an average growth of 3,6% due above all to the great evolution of emerging countries on this segment, for example Hungary (30,3% of growth), Czech Republic (26,1%), Slovakia (24,8%) and Croatia (20%).
E-Business Consulting is an Italian Online Advertising Agency affiliate to IAB Italia and leading with digital communication campaigns both for Italian and European companies. E-Business Consulting can support clients to find the best marketing strategy employing the best practice according to the target. E-Business Consulting can activate Internet Communication campaigns, aimed to user located in Italy or abroad, according to client’s needs and features of the reference market.