ADEX-2020年欧洲广告报告（英文）-2021.5-25页_679kb

ADEX 2020 Benchmark Study Summary

Core Content

The ADEX 2020 Benchmark Study provides an overview of digital advertising growth across 28 European markets. It highlights the performance of digital advertising in the context of the pandemic, noting that while growth slowed compared to previous years, it remained strong despite challenging macroeconomic conditions.

Key Findings

Digital Ad Growth in 2020

• Total Digital Ad Spend: €69.4 billion, representing a 6.3% increase from the previous year.
• Growth Trends:
  • 24 out of 28 markets experienced digital ad growth, with some markets achieving double-digit growth.
  • The overall growth was the slowest since the first Adex study, but still robust given the pandemic context.

Digital Share of All Media Advertising

• The digital share of all media advertising increased significantly in 2020.
• The increase in digital share was attributed to the acceleration of digital adoption during the pandemic, particularly in the context of social distancing and remote work.

Format-Specific Growth

• Display Advertising:
  • 13 markets recorded double-digit growth in total display ad spend.
  • Video was a key driver, with 16.3% YoY growth, 3.4 times higher than traditional formats.
  • Video now accounts for more than half of total display spend in 3 markets.
• Social Advertising:
  • Social ad spend found a fertile climate for growth, with significant increases across multiple markets.
• Search Advertising:
  • Search growth was driven by CEE (Central and Eastern Europe) markets.
  • Key Western markets fell below the European average due to structural and pandemic factors.
• Programmatic Advertising:
  • 50.7% of display spend is now programmatic (excluding social).
  • Programmatic growth reflects underlying trends rather than just pandemic-related shifts.

Device Trends

• Mobile advertising continued to grow, with double-digit growth in most markets.
• Desktop advertising saw a decline, indicating a shift in user behavior towards mobile.
• The tipping point for mobile has been reached, with digital behaviors post-pandemic reinforcing this trend.

Sectoral Shift

• There is a clear shift towards video content, with audio also showing growth.
• The market dynamics are influenced by changing IAB reporting standards and local definitions of affiliate advertising.

Outlook

• Q1 2021: The year started cautiously, with easy comparatives to Q2 2020.
• H2 2020: Further growth was observed, with an acceleration towards digital behaviors.
• Post-Covid Trends: The pandemic has increased demand for digital advertising and marketing.
• New Normal: Post-Covid is only the first part of the "new normal", as the industry must continue to drive structural transformation.

Conclusion

The ADEX 2020 Benchmark Study underscores the resilience of digital advertising in Europe, despite the challenges posed by the pandemic. It highlights the divergence in growth across markets, the acceleration of pre-pandemic trends, and the shift towards video and mobile. The study also notes the importance of programmatic advertising and the evolving landscape of digital ad formats and sectors. Overall, the digital advertising market in Europe is on a positive trajectory, with a clear path towards long-term transformation.