Hungarian Digital Ad Spend Study

Transcription

1 Hungarian Digital Ad Spend Study

2 IAB Adex Digital Ad Spend Study 1

3 IAB Adex IAB (Interactive Advertising Bureau) Adex digital ad spend reports are the industry benchmark numbers worldwide IAB US publishes its Adex study since 1996 IAB Europe started to publish its Pan-European Adex study in 2006, IAB Hungary joined in 2008 Hungarian online ad spend data is available since 2000 (Hungarian Advertising Association s Internet section), from 2008 digital ad spend data (online+mobile) by IAB Hungary 2

4 IAB Hungary Adex Hungarian Digital Ad Spend Study 3

5 IAB Hungary Adex Goal: providing thorough, accurate data about the Hungarian digital ad spend The study analyzes the net* digital ad spend IAB Hungary Adex is the industry standard ad spend study, having the following categories: Categories** Display Search Listing Subsegments Mobile Video Programmatic * This is equivalent to IAB Europe s gross definition ** From 2015 onwards the mobile ad spend is a subsegment while Display and Search include mobile. This change doesn t affect the total. 4

6 IAB Hungary Adex structure Key categories display search listing mobil Subsegments video programmatic * From 2015 onwards the mobile ad spend is a subsegment while Display and Search include mobile. This change doesn t affect the total. 5

7 6 Partners

8 Partners IAB Hungary cooperated with PwC Hungary who collected market data, estimations and conducted validation discussions. Online Section of Hungarian Communication Agencies Association (MAKSZ) helped our work with providing aggregated agency data. 7

9 8 Methodology

10 IAB Hungary Adex 2016 methodology Report is based on data supplied by companies and estimations by experts Display: data collection and estimation (for global players) Search: estimation (for global players) Listing: estimation data collection and estimation Subsegments (mobile, video, automated): data collection and estimation (for global players) 9

11 10 IAB Hungary Adex 2016

12 Key takeaways Strong, 22% growth Mobile share is 27% within display (85% of mobile ad spend goes to global players) Programmatic spend surpassed 1 billion HUF Local media players' market share of digital ad spend below 50% for the first time 11

13 2016 Digital ad spend 68,38 billion HUF + 22% YoY Net data 12

14 billion HUF digital s share of total ad spending (%) Digital ad spend in Hungary 80 50% 70 68,4 45% 40% ,5 56,2 32,6% 35% 30% ,9 1,2 1,6 2,4 4,3 0,8% 1,0% 1,3% 1,8% 2,8% 10,5 6,9 5,9% 4,1% 15,3 11,0% 8,1% 22,3 23,3 14,4% 27,2 31,1 35,7 23,4% 18,8% 15,9% ,2 26,5% 29,4% 25% 20% 15% 10% 5% 0% Net data * : net-net digital / net-net total ad spending (without DM) 13

15 billion HUF YoY % +22%, +12,2 bln HUF (YoY) Growth of digital advertising 14,0 100% 12,0 79% 12,2 90% 80% Net data 10,0 8,0 6,0 4,0 2,0 0,0 60% 52% 50% 41% 33% 3,6 2,6 1,9 0,8 0,4 0,4 46% 4,8 8,3 7,0 6,7 45% 1,6 7% 5,5 4,5 3,9 3,5 20% 22% 16% 14% 15% 13% 14% % 60% 50% 40% 30% 20% 10% 0% 14

16 IAB Hungary Adex 2016 Segment Data 15

17 million HUF Display search listing growth in each category except Net data Display Search Listing

18 market share Display search listing segments market share is steady 50% 45% 40% 44% 42% 41% 42% 39% 39% 40% 39% 35% 30% 25% 20% 15% 15% 16% 17% 16% 10% 5% 2% 3% 2% 2% 0% Display Search Listing

19 billion HUF billion HUF YoY % Display: +25% growth mobile s share in display is 27% % 29,0 45% 40% 23,2 35% 21,0 30% 17,3 18,16 30% 13,8 13,8 14,8 15,3 25% 25% 20% 15% 13% 10,8% 15% 7% 10% 3% 5% 5% 0% 0% ,9 2,3 4,6 21,1 0,5 1,2 0,3 18,6 18,7 16,8 16, % 80% 60% 40% 2% 3% 7% 11% 20% 27% 98% 97% 93% 89% 80% 73% 20% 0% Net data, rounded values desktop mobile desktop mobile 18

20 billion HUF billion HUF YoY % Search: +21% growth mobile s share is 33% ,9 22,3 192% 19,2 16,1 12,8 9,8 7,5 5,2 3,8 37% 44% 31% 30% 26% 19% 16% 21% % 200% 150% 100% 50% 0% 30,0 25,0 20,0 15,0 10,0 5,0 0,0 8,8 4,8 2,4 16,8 17,5 18,1 0,7 0,4 14,3 12,4 9, % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 3% 5% 12% 21% 33% 100% 97% 95% 88% 79% 67% desktop mobile desktop mobile Net data, rounded values 19

21 billion HUF YoY % Listing: +21% growth 12 11,24 70% 10 9,33 60% 8 8,04 50% 40% % 3,5 3,5 0% 4 14% 4,67 4,65 17% 0% 6,06 30% 33% 16% 21% 30% 20% 10% 0% Net data % 20

22 million HUF Listing subsegments % % % % % % Net data - Classifieds / Job Classifieds / Real Estate Classifieds / Auto Classifieds / Other Price comparison Auction

23 million HUF YoY % marketing % % % 50% % 40% 30% % 20% 400 6% 6% 8% 10% 200-7% -6% -8% 0% % Net data 22

24 IAB Hungary Adex 2016 Subsegments 23

25 million HUF YoY % Mobile ad spend 79% growth Market share* 1% 3% 6% 12% 21% 30% % % 250% % % % % % 79% % 50% 0% Net data * Compared to relevant segment (Display+Search) 24

26 Mobile share of display & search 100% 90% 80% 70% 40% 37% 51% 51% 53% 60% 50% 100% 40% 30% 20% 60% 63% 49% 49% 47% 10% 0% Net data display search 25

27 million HUF YoY % Video steady growth % % % % 140% % % % % % 11% 60% 40% 20% % Net data 26

28 million HUF Automated trading programmatic: 77% growth and surpassed 1 bln HUF! Automated Programmatic RTB automated programmatic RTB Net data Explanation: Google (non-search) and Facebook spend are automated, but not programmatic 27

29 IAB Hungary Adex 2016 Ad spend on Local Global media players 28

30 market share (%) billion HUF Local Global trend milestone: global share is above 50% 40,0 35,0 30,0 25,0 20,0 15,0 10,0 5,0 0,0 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 34,9 33,5 28, ,6 22,2 23,9 18,6 18,9 19,7 19,9 20, ,8 11,3 8 3,7 4, % 64% 58% 54% 52% 50% 49% 83% 79% 29% 36% 42% 46% 48% 50% 51% 17% 21% Net data global local 29

31 billion HUF billion HUF Local Global trend growth of ad spending still higher on global players YoY growth (billion HUF) YoY growth (%) 8,0 7,0 6,0 5,0 4,0 3,0 2,0 1,0 0,0 6,9 5,3 4,9 4,2 4,1 3,6 3,1 3,3 3,4 2,6 1,2 1,4 0,8 0,9 0,4 0, global local 70% 60% 50% 40% 30% 20% 10% 0% 63% 41% 32% 32% 28% 26% 25% 17% 19% 15% 10% 2% 4% 5% 7% 1% Difference between ad spendings on global - local players 18,0 13,0 8,0 3,0 14,9 14,0 11,7 8,6 6,0 3,2 1,7 0,2-1,5-2, Net data 30

32 Local Global trend display: global players are gaining share 100% 90% 7% 11% 15% 19% 19% 25% 28% 80% 70% 60% 50% 40% 100% 93% 89% 85% 81% 81% 75% 72% 30% 20% 10% 0% local global 31

33 Local Global trend mobile: global dominance 100% 90% 80% 70% 50% 60% 80% 82% 85% 85% 50% 100% 40% 30% 20% 50% 10% 0% 20% 18% 15% 15% local global 32

34 IAB Hungary Adex 2016 Appendix 33

35 Digital Ad Market Key categories (YoY, share) 2013 spend 2014 spend 2015 spend 2016 spend Change 2016/2015 Share Display mln HUF mln HUF mln HUF mln HUF 25% 42% Search mln HUF mln HUF mln HUF mln HUF 21% 39% Listing mln HUF mln HUF mln HUF mln HUF 21% 16% 824 mln HUF mln HUF mln HUF mln HUF -8% 2% Total mln HUF mln HUF mln HUF mln HUF 22% - Net data 34

36 Digital Ad Market Subsegments (YoY, share) 2013 spend 2014 spend 2015 spend 2016 spend Change 2016/2015 Share Mobil mln HUF mln HUF mln HUF mln HUF 79% 24% 2013 spend 2014 spend 2015 spend 2016 spend Change 2016/2015 Total automated - mln HUF mln HUF mln HUF mln HUF 43% 13% Programmatic - mln HUF 85 mln HUF 580 mln HUF mln HUF 77% 1,5% RTB - mln HUF 85 mln HUF 513 mln HUF 944 mln HUF 84% 1,4% Share 2013 spend 2014 spend 2015 spend 2016 spend Change 2016/2015 Video spend 503 mln HUF mln HUF mln HUF mln HUF 11% 3% Share Net data 35

37 Digital Ad Market Listing subsegments (YoY, share) 2013 spend 2014 spend 2015 spend 2016 spend Change 2016/2015 Share Listing mln HUF mln HUF mln HUF mln HUF 21% 16% 1. Classifieds mln HUF mln HUF mln HUF mln HUF 19% 11% Auto 643 mln HUF 812 mln HUF 949 mln HUF mln HUF 18% 2% Job mln HUF mln HUF mln HUF mln HUF 17% 7% Real estate mln HUF mln HUF mln HUF mln HUF 23% 2% 2. Price comparison mln HUF mln HUF mln HUF mln HUF 17% 3% 3. Auction 590 mln HUF 472 mln HUF 400 mln HUF 541 mln HUF 35% 1% 4. General classifieds 275 mln HUF 275 mln HUF 480 mln HUF 700 mln HUF 46% 1% Net data 36

38 37 IAB Hungary

39 38 iabhublog.com