iab-2019年欧洲广告报告（英文）-2020.6-25页_600kb

报告摘要

ADex 2019 Summary

Core Content

The ADex report provides an overview of the European digital advertising market in 2019, highlighting key trends and growth patterns across 28 European markets. It includes insights on market size, year-on-year growth, format distribution, and regional performance, particularly focusing on Central and Eastern Europe (CEE).

Main Points

Market Growth: The European digital ad market has grown significantly since 2006, with an average of €4bn added annually. It reached an all-time high in 2019, despite a maturing market.
Growth Trends: The growth rate slowed slightly compared to the previous two years, but remained stable with only a 2.4% variation between 2012 and 2019.
Market Concentration: The top 10 markets account for 86% of the total digital ad spend in Europe.
Regional Performance: CEE markets have shown strong growth, with 10 out of 14 markets growing above the European average. These markets have also seen a significant increase in digital ad spend since 2016.
Format Shift: Display advertising overtook search as the largest format in 2018, and this trend continued in 2019.
Mobile Growth: Mobile ad spend surpassed desktop in 2019, indicating a shift in consumer behavior and ad consumption.
Display Growth: 21 markets recorded double-digit growth in display advertising in 2019, with video and mobile being key drivers.
Video Contribution: Video made up 1/3 of the display market in 2019, with a steady growth rate of +30.8% compared to 2018.
Social Media Growth: Social media advertising gained approximately 4 percentage points of market share annually over the last two years, with revised methodologies affecting the data.
Market Split: In 2019, non-social display accounted for 24.1% of the total digital ad market, showing continued growth for the second consecutive year.

Key Information

Market Size: The European digital ad market reached an all-time high in 2019.
Growth Drivers: Video and mobile have been significant contributors to display advertising growth.
Regional Insights: CEE markets are leading in growth, with notable increases in ad spend compared to 2016.
Format Distribution: Display advertising dominates the market, with mobile overtaking desktop in 2019.
Social Media: Social media advertising has seen a steady increase in market share over the past two years.
Market Concentration: The top 10 markets hold the majority of the digital ad spend, indicating a concentration of growth in these regions.

Visual Highlights

Digital Ad Spend Growth: A chart showing the year-on-year growth of digital ad spend across Europe from 2012 to 2019.
Market Size Comparison: A visual comparison of digital ad spend in 2019 versus 2018, revealing nuances in market sizes.
Format Distribution: A breakdown of digital ad spend by format, showing display as the largest segment.
Display Growth by Market: A map highlighting the growth of display advertising in 2019 across different markets.
Video Share of Display: A chart showing the proportion of video in the display market and its growth rate.
Social Media Share Growth: A visual representation of the annual increase in social media advertising share from 2017 to 2019.