2019欧洲各国报告（英文版）_25页_615kb

报告摘要

ADex 2019 Summary

Core Content Overview

The ADex 2019 report provides an in-depth analysis of the European digital ad market, highlighting key trends, growth rates, and market segmentation across 28 countries. The report emphasizes the significant expansion of the digital ad market over the past decade and the evolving dynamics of ad formats, platforms, and regional performance.

Main Trends and Insights

1. Market Growth and Size

The European digital ad market has more than doubled since 2013, with an average of €4bn added annually since 2006.
Total digital ad spend in Europe reached an all-time high in 2019, driven by the continued shift from traditional media to digital platforms.
The aggregate category of 'other media' has seen a decline since 2010, indicating a stronger preference for digital advertising.

2. Year-on-Year Growth

Digital ad spend experienced double-digit growth in 2019, albeit slower than the previous two years.
The variation in growth between 2012 and 2019 was only 2.4 percentage points, suggesting a more stable and mature market.

3. Regional Performance: CEE Markets

Central and Eastern Europe (CEE) markets have been the fastest-growing, with 10 out of 14 markets growing above the European average.
The top 10 markets accounted for 86% of digital ad spend in 2019, showing a concentration of spend in a few key regions.

4. Market Size and Growth (2019 vs 2016)

A long-term view reveals that 9 out of 10 fastest-growing markets are in the CEE region.
The market size has expanded significantly, with CEE markets leading the growth trajectory.

5. Format Analysis

Display advertising overtook search advertising as the largest format in 2018, and this trend continued into 2019.
Mobile ad spend surpassed desktop ad spend, indicating a shift in user behavior and platform preference.
Video has become a major driver of display growth, contributing 30.8% of the market in 2019, with a steady growth rate compared to 2018.
Social media has seen a steady increase in ad spend share, gaining ~4 percentage points annually over the last two years.

6. Market Segmentation

Non-Social Display accounts for 24.1% of the total digital ad market in 2019, showing its continued relevance.
Video and mobile are identified as key growth drivers within the display category, with video contributing to 1/3 of display ad spend.
Non-Social Display saw accelerated growth for the second consecutive year, reinforcing its importance in the digital ad ecosystem.

Key Market Insights

The digital ad market is mature but still growing, with a steady increase in ad spend across most regions.
CEE markets are leading the growth, both in terms of market size and growth rates.
Display advertising is dominant, with video and mobile playing a critical role in its expansion.
Social media advertising is gaining traction, although it still lags behind non-social display in market share.

Visual Highlights

The report includes several charts and graphs illustrating the growth trends, market share distribution, and format performance.
These visuals highlight the consolidation in the sector and the regional disparities in ad spend growth.