IAB report on Online Ad Spend The Netherlands 2013

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IAB report on Online Ad Spend
The Netherlands 2013
March 2014
Introduction and
summary
IAB report on Online Ad Spend The Netherlands 2013
2
Introduction
Since 2010, IAB and Deloitte are publishing the online advertising spend report for
The Netherlands every half year. In the previous years, the study has received positive
feedback from the online community and the current edition – which covers 2013 FY
has great participation from key industry players.
This years edition is based on data supplied by 46 companies, which allows us to
gain extensive insight in the market. Deloitte also conducted validation discussions
on the preliminary results with different parties including publishers, advertisers and
media planners.
Due to improvements in the survey and better internal reporting by survey
respondents, we have made adjustments in the previous figures for industry
revenue splits and sales channels. Increased knowledge in Programmatic trading
enabled us to better estimates regarding not participating industry players.
IAB report on Online Ad Spend The Netherlands 2013
Joris van Heukelom
IAB | Chairman
Roel van Rijsewijk
Deloitte | Deloitte Digital
“The year 2013 shows the strength
of digital as a marketing instrument
and marks a turning point concerning
mobile media. A deeper analysis of
the figures shows that the local digital
media-players are rapidly loosing their
competitive ground while almost all the
growth in digital last year is coming for
international entities. This should be
a wake up call for the local players to
perform better.”
"2013 was a year of uncertainty, the
stagnation shown in the results of
last half year of 2012 continued at the
start of 2013. The big question was if
this negative trend would continue.
However, last half year of 2013
showed an upward trend, resulting in
an overall growth in 2013 compared
to 2012. 2013 was also the year that
the numbers on video and mobile
advertising finally represented the buzz
in the advertising market. Expectations
are that growth of these formats will
continue in 2014. Partly due to the
improvement in economic conditions
online advertising is expected to
provide further growth in 2014. Also
we expect budgets on branding to
continue to shift from TV to online
advertising, so we expect 2014 to be a
year of growth."
3
Our methodology
Collection
Estimation
Conversation
Deloitte collects data covering the majority of the market
Missing participants’ data estimated based on previous figures, desk research,
expert opinions, industry databases and mathematical modeling
Initial findings verified with industry experts, media buyers, and selected publishers
Validation
Final findings cross-referenced and validated with respondents
Publication
Final findings presented to the IAB and industry participants
IAB report on Online Ad Spend The Netherlands 2013
Survey methodology
• Our current survey is
based on 46 participating
companies
• Figures are adjusted for
double counting, based on
information provided by
the survey participants
• The figures are drawn up
on the basis of company
declarations and have not
been verified by Deloitte
• For affiliate marketing,
our estimates are based
on survey respondents as
well as estimates provided
by other external sources
including Affliateblog.nl
4
Executive summary
“Internet is the largest advertising market and due to
dominant international players in the search and display
market, Digital continues to grow and outperform other
media types”
“The end of the economic recession and
positive consumer outlook in 2014 translate
into better growth expectations compared to
last year”
“Due to improved macro economic
developments in the second half year
display advertising performs well, resulting
in a H2/H2 growth of +8.5%. Full year
online growth is impressive with +8.4%,
mainly driven by search +14.3% and
display +6.8%.
“Programmatic trading is one of the
biggest shifts in the digital space
emerging next to the traditional way of
manual trading. In 2013 103 mEur of
display revenue is traded programmatic
in with a growth of +35,5% in respect
to 2012.
“After the dip in video advertising in
2012 due to price pressure, industry
parties are adjusting video strategies
and increases its share to 14%.
Interruptive formats continues to grow
year after year and currently has a 16%
share in display revenue”
“Mobile is growing fast and the relative
small share of last year is expanding to a
respectable 9% share of display revenue
in 2013”
IAB report on Online Ad Spend The Netherlands 2013
5
Background
IAB report on Online Ad Spend The Netherlands 2013
6
Dutch economy
The economic outlook for the Netherlands shows that 2013 was a challenging year. For 2014 the end of the economic recession is expected, having
a positive impact on advertising spend.
600
2%
575
1%
GDP (€b)
562
555
550
550
547
553
0%
525
500
Year on Year growth(%)
Dutch GDP projections
Comments
• GDP is expected to grow with
positive number after 2013, with
+1,1% in 2014 and +1,6% in
2015 Given the close relationship
between GDP and the advertising
market we expect the outlook to
improve.
-1%
2011
2012
2013E
2014F
2015F
-2%
GDP
GDP Growth rate YoY
Total advertising growth rate YoY
Note: Real GDP based on constant prices
Source: IMF, Zenith Optimedia, SPOT, STIR, RAB, GroupM, Company annual reports, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
7
Total Advertising Market
The total advertising market is estimated to grow +2.7% in 2014. Online is the most
important channel realizing this growth.
Net Advertising Market
3500
3104
3000
155
223
2500
2000
1500
-1.2%
+3.4%
231
566
975
+0.8%
+2.7%
3209
3169
3183
3280
160
213
157
199
158
188
160
182
233
222
227
229
518
471
432
408
1017
962
933
Growth
2013
Growth forecast
2014
+1%
-6%
-2%
-9%
+1%
-6%
+2%
-8%
+1%
-3%
+1%
-6%
-1%
-3%
+3%
+10.2%
+8.4%
+6.8%
Radio
961
News paper TV
TV
Online
1000
500
Out-of-home Out-of-home
Magazine
Radio
Magazine
News paper
CAGR*
2010-2012
1158
1255
1340
954
1068
2010
2011
2012
2013
2014F
Online
0
*Compound annual growth rate.
Note: The Internet figures we report are net/net figures, meaning that the figures are reported after agency discount that in some cases may apply.
Source: Nielsen, SPOT, VINEX, RAB, Group M, Company annual reports, Deloitte analysis.
IAB report on Online Ad Spend The Netherlands 2013
8
2013 Results
IAB report on Online Ad Spend The Netherlands 2013
9
Online advertising market
Display and search ad spend has grown with +6.8% and +14.3% respectively; the advertising market for classifieds,
directories and listings has decreased slightly with -2.1%
2011
€1,068
2010
€954
Growth
2013
191
195
2012
€1,158
2013
€1,255
476
544
+14.3%
+6.8%
-2.1%
520
487
+12%
Search
Display*
+8%
+8.4%
Classifieds, directories and listings
*Display advertising revenue includes Google and Facebook estimates
Note: Classifieds, directories & listings estimated based on a limited number of data points; Adjustment in 2012 data due to revised definition of the search category
Source: Survey respondents, Annual reports, Media agency feedback, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
10
Display
IAB report on Online Ad Spend The Netherlands 2013
11
Display advertising
Total display advertising spend has increased with +33m€ in 2013 due to good performance of the second half of 2013
Display advertising revenue (€m)
2012
€ 487
2013
€ 520
+6.8%
73
76
H2 2012
€ 246
"The growth in the display advertising market was led by the strong performance of
international players. As inventory of display advertising continues to grow, Dutch
publishers need to find better ways to enrich the ad impressions to increase their
CPM rates"
93
Gagandeep Sethi
Senior Manager Strategy | Deloitte Consulting
H2 2013
€ 267
+8.5%
174
170
73
H1 2012
€ 241
88
H1 2013
€ 253
+5.0%
168
165
Display revenue from Dutch publishers excl. Google and Facebook
Display revenue of Google and Facebook*
*Estimated display revenue of Google and Facebook
Note: Note: Adjustment in 2012 data due to revised respondent data
Source: Survey respondents, Annual reports, Media agency feedback, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
12
Details display advertising
Display formats video and interruptive grow in share of total display revenue; the share of Textlinks has
decreased in 2013
This year we also asked the survey
respondents on the YoY price
development*. Price of Video
inventory increased between 5%-10%,
Interruptive and Embedded inventory
did not show a significant price
difference in respect to 2012.
Display advertising revenue per format (m€)
12%
11%
14%
Video (+2%)
16%
Interruptive (+5%)
7%
Textlinks (-3%)
10%
“In 2013 at GroupM, we have seen a real breakthrough in Online Video in addition
to regular TV campaigns. The fragmention of TV watching behavior ( growth of
niche channels, Netflix, delay TV) has put pressure on television reach more and
more. To compensate these decreasing reach figures, it is becoming more relevant
to use Online Video. As a result, the Online Video strategies are more branding
focused. The availability of pre- and midrolls on different platforms (tablet, mobile)
and permitting larger spotlength (a.o. STER) has enabled the advertisers to make
this shift. As a result, more (relevant) inventory is available and a significant growth
in budgets has been shown. “
Gijs van Beek
GroupM | Head of Digital Trading
57%
53%
Embedded (-4%)
10%
10%
Other (0%)
2012
2013
*Price development is calculated by weighting responses with company revenue.
Note: Adjustment in 2012 data due to revised definition of the display category including Google related display revenue
Survey respondents, Annual reports, Media agency feedback, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
13
Display formats: video & interruptive
The advertising spend on interruptive formats continues to increase in share of display revenue. Video is regaining
share after loss in 2012; the figure excludes Google and Facebook.
Video and Interruptive formats share of display revenue
20%
Display, interruptive
15%
Display, video
10%
5%
0%
2011
2012
2013
2014
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
14
Display spend seasonality
Display advertising spend in November and December increased in respect to last year; the figure excludes Google
and Facebook.
Display advertising revenue per month 2012-2013
39
30
36
26 27
29 29
26
28 27
29 29
30 29
28 28
24 24
24
29 29
30 31
10%
5%
23 23
20
0%
10
-5%
MoM%
Display advertising revenue (m€)
40
-10%
0
Jan
Feb
Mar
Apr
May
Jun
2012
Jul
2013
Aug
Oct
Sep
Nov
Dec
MoM%
*MoM% is the Month-over-Month growth
Note: Adjustment in 2012 data due to revised respondent data
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
15
Display advertising and company size
Small tech companies thrive well in current economic environment and show good results compared to the large
traditional publishers
Average display advertising growth per company size
-1%
+3%
+8%
0 - 2.5 m€
2.5 - 10 m€
10 + m€ (excl. Google/ Facebook)
Company display revenue in 2013
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
16
Display industry
Travel and hardware have lost relative share in advertising spend, whilst consumer
goods and ICT have shown most growth
Industries by revenue share 2012 - 2013
Industry growth in revenue share
Industry loss in revenue share
18%
16%
14%
12%
9%
9%
7%
7%
7%
5%
8%
6%
6%
5%
4%
3%
2%
Consumer
goods
2012
ICT
Automotive
Services
Retail
Free time
Telecom
3%
Energy
3% 3%
Public
sector
7%
7%
5%
5%
2% 2%
Personal
care
Fashion
Financial
services
Hardware
Travel
& electronics
2013
Note: Excluding classifieds, directories & listings, search and industry category other. Adjustment in 2012 data due to revised respondent data
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
17
Display payment model
CPM has increased its share as dominant payment model for display advertising in
favor of Fixed and Non-CPM payment models
Display advertising revenue per payment model 2011-2013
"CPM shows significant growth at cost of the more performance oriented models as CPS , CPC and CPL, which is mainly due to
the increase in programmatic trading. However, it needs to be noted that deals can still be based on performance targets, but
that the final cost calculation is based on CPM rates, influencing the results of this study."
60%
57% CPM
51%
Roel van Rijsewijk
Deloitte | Deloitte Digital
51%
Breakdown Non-CPM 2013
40%
17% (-3%)
37%
34%
9% (-1%)
29% Non-CPM*
2% (-1%)
20%
15%
14%
2012
2013
12%
Fixed
CPS
CPC
CPL
1% (0%)
Other
0%
2011
Note: Adjustment in 2012 data due to revised respondent data
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
18
Sales channels
In 2013 direct sales between advertisers and publishers has increased
Advertising revenue per sales channel 2012-2013
"In 2013 we have seen the first direct exchange deals between publishers and
advertisers emerge. We expect this trend to accelerate in 2014, with more
advertisers setting up owned DSP's. Media agencies' trading desks should deliver
clear and measurable added value, or risk being dis-intermediated. Internet business
models often cut out the middle man..."
Jeroen Verkoost
De Persgroep | Chief digital officer
68%
61%
39%
32%
Direct Sales
2012
Intermediate Sales*
2013
*Intermediate is sales through: Media agencies, ad network/ ad exchange, agency trading desks, sales house and independent trading desk
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
19
Display media
Mobile has finally shown the anticipated growth in advertising spend into a significant 9% share of display
advertising in 2013
9% 3%
6% 3%
Media type
2011
Media type
2012
88%
Website/browser
4%
E-mail
Mobile display advertising takes a big jump in 2013, tripling the ad spend 2012! The
biggest growth we see at the end of the year, making it likely the growth will be
even bigger in 2014. For advertisers it will be crucial to adopt, execute and improve
mobile campaigns, to interact with the still growing number of mobile consumers.
9%
Media type
2013
91%
Michiel Ebeling
Managing Partner | Mobgen
87%
Mobile*
*Mobile consist of Mobile website and In-App advertising
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
20
Mobile
IAB report on Online Ad Spend The Netherlands 2013
21
Mobile display advertising
Mobile ad spend, combined of mobile website & in-app advertising, has reached more than 10% share of display at
the end of 2013
Mobile website and In-App advertising share of display revenue (%)
6%
In-app
5%
Mobile website
4%
"In this study we specifically focus on ad spend, meaning that mobile advertising
is considered mobile when the advertiser explicitly targets it as a mobile
campaign and advertisements are served on mobile websites or in-app. However,
expectations are that big publishers will transform their website to responsive sites
in 2014, and targeting is not based on the browser type anymore, blurring the line
between mobile and online."
Roel van Rijsewijk
Deloitte | Deloitte Digital
"Last year advertisers embraced mobile advertising. Consumers embraced mobile
devices long before, yet 2013 is the year more and more advertisers found the role
for mobile advertising in their digital strategy. 2014 will surely be the year of mobile,
as it becomes more clear to everyone that mobile will not only play a role in digital
strategies, it will play a central role in any digital strategy."
3%
2%
1%
Diederick Ubels
Mobile Professionals| Co-Founder & General Manager
0%
2011
2012
2013
2014
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
22
Mobile display revenue per device
Tablet gains share in mobile website advertising spend. Smartphone is the most popular format for In-App
advertising. Most of Mobile ad spend has been targeted to Smartphone devices
Mobile display revenue per device type (%)
31%
2013
Device
"Tablets and the context they are used in are very close to desktops, to a certain
degree tablets take over the role of desktops. Some would argue advertising on
tablets and desktops is similar, and to a large extent they are right. Tablets have,
however, their specific opportunities and challenges. The touch screen, the in-app
measurement techniques, the absence of flash and variety of screen sizes and
resolutions make it a complex device for advertising. The touch screen, GPS, and
varierity of apps on the other hand provide with a huge potential for great Rich
Media formats and high impact advertising."
Diederick Ubels
Mobile Professionals| Co-Founder & General Manager
69%
Tablet
Smartphone
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
23
Programmatic Trading
IAB report on Online Ad Spend The Netherlands 2013
24
Programmatic trading
Sales of display advertising through programmatic trading has grown rapidly in 2013
with +35.5%
Display advertising revenue by programmatic trading (m€)
+35.5%
103
76
H2
42
H1
34
2012
+45.2%
+23.5%
H2
61
H1
42
“Programmatic Premium’ is a promising opportunity for advertisers and media
companies – made possible by technological innovation – to reap the benefits of
specific high value impressions (for example audience-specific targeting), combined
with the workflow efficiencies of automation."
Remy van der Werf
Sanoma Netherlands | Senior Business Analyst
“Marktplaats Zakelijk recognizes the growth of programmatic share in advertising
revenue. It offers Marktplaats Zakelijk the opportunity to focus even more on
tailored communication-solutions that are directly integrated to the demand of our
clients”
Joep Hutschemakers
Marktplaats media | Head of eCommerce & Media
2013
Note: Adjustment in 2012 data due to extended research
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
25
Programmatic trading
Programmatic trading has grown from 15% to a 35% revenue share of total display
spend in the last 2 years; the figure excludes Google and Facebook
40
40%
30
30%
20
20%
10
10%
0
0%
Dec
Nov
Oct
Sept
Aug
July
June
May
Apr
Mar
Feb
Jan
Dec
Nov
Oct
Sept
Aug
July
June
May
Apr
Mar
Feb
Jan
2012
Share programmatic
Display advertising spend (m€)
Display advertising spend split into Manual and Programmatic trade
2013
Programmatic
Manual
Share Programmatic
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
26
Programmatic trading
RTB* is the most common programmatic trading method in the Netherlands
Programmatic display revenue per pricing strategy
23%
2013
27%
77%
"Real-time Bidding (RTB) is growing and still remains to be the most dominant
method to buy and sell media programmatically. We have seen the adoption of
automation software among publishers, media agencies and advertisers increase
rapidly in recent years. With Private Auctions (PMPs) on the rise there are even
more advantages to RTB, as opposed to using 3rd party tags with upfront or static
pricing. These typically require more manual work and are harder to optimize. "
Tim Geenen
Improve Digital | VP Demand & Partnerships
2012
73%
Non RTB
RTB
*RTB: Real time bidding (auction model)
Note: Non-RTB are all pre-negotiated impressions through programmatic channels; for more details, see IAB Programmatic Trading study
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
27
Classifieds
IAB report on Online Ad Spend The Netherlands 2013
28
Classifieds
Classifieds, directories & listings revenue has declined with -2,1% in 2013
Classifieds advertising revenue (€m)
96
H1
104
2013
€ 191
H2
87
2012
H1
105
€ 195
H2
90
-2.1%
Note: Classifieds, directories & listings estimated based on a limited number of data points
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
29
Classifieds industry
Automotive and retail have the highest share in advertising spend for in classifieds,
directories & listings
Top 5 Industries share of revenue classifieds 2013
Automotive
21%
Retail
17%
Travel
17%
Hardware & Electronics
ICT Services
14%
8%
Note: Classifieds, directories & listings estimated based on a limited number of data points
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
30
Affiliate
IAB report on Online Ad Spend The Netherlands 2013
31
Affiliate market
The affiliate market has been struggling to keep up in second half of 2013 and has
shown negative growth over the full year
Spend on affiliate marketing (€m)
131
H2
69
H1
62
2012
"First half of the year the affiliate market experienced heavy pressure by several
factors (cookie law, duplication, lack of advertiser entrants , heavy competition).
At the end of the year the decrease of switchers of health insurances resulted in a
negative year for the affiliate business in the Netherlands. However, we believe that
2014 will be positive again, the first few months have shown good figures. "
-3,1%
127
H2
-4,3%
H2
66
H1
-1,6%
H1
61
Jochem Vroom
Imbull & Flipit.com | Co-founder & Managing Director
Affiliateblog.nl | Owner
2013
Source: Survey respondents, Deloitte analysis, Jochem Vroom (Affiliateblog.nl & Imbull.com) , Annual reports
IAB report on Online Ad Spend The Netherlands 2013
32
Affiliate market seasonality
In the affiliate market only the month January 2013 has shown better performance in
respect to 2012
Spend on affiliate marketing per month 2012-2013 (m€)
17
15
11
12
10 10
10
11
10
10 10
10 10
Apr
May
10
9
10
9
9
9
10 10
11
16
12 12
10
5
0
Jan
2012
Feb
Mar
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2013
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
33
Affiliate publisher model
Topic publisher and ad networks is most used as publisher model in affiliate
marketing
Affiliate revenue by publisher model
Search (SEO/ SEA)
Social Media
Mobile Apps
"The affiliate market continues to work with a wide variety of publishing models.
Last year we have especially noticed the importance of topic publishers. We have
also seen the traditional topic publishers joining the affiliate marketing space, in
essence changing from solely being paid based on CPM to performance based CPS
and/or CPL, and the professional steps a lot of smaller topic publishers are taking."
2% 1%
Cashback and
loyalty
4%
5%
Coupon codes
9%
32%
Topic publishers
Jessica Haagmans
Affilinet | Managing director
2013
Email
10%
10%
Comparison
sites
27%
Ad networks
Note: Division of revenue by publisher model based on data from an estimated 70%
of the total market
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
34
Outlook
IAB report on Online Ad Spend The Netherlands 2013
35
Revenue growth expectations
Number of respondents (n=24)
Respondents predict a +8,4% market growth and +9,4% company growth in 2014
+8,4%*
14
12
12
10
8
6
6
4
2
1
1
1
-15%
-5%
0%
2
1
0
0
5%
10%
15%
20%
25%
Number of respondents (n=23)
Expected market growth
10
+9,4%*
8
8
6
4
4
2
4
2
2
1
1
1
25%
30%
0
0%
5%
10%
15%
20%
>35%
Expected company growth
* Growth expectation calculated by weighting responses with company revenue
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
36
Growth expectations 2014
Respondents predict that interruptive formats continue to grow and CPM increases to become the default payment
model
Payment model
Number of respondents
Format growth expectation*
Online
classifieds
Display, video
2%
12%
Display,
interruptive
formats
48%
Display,
Expect growth
(n=21)
Expect decline
(n=17)
CPM
15
CPC
4
1
CPM
Fixed
0
3
CPC
CPL
1
5
Fixed
CPS
1
3
CPL
Other
0
2
CPS
CPA
0
2
Other
1
CPA
embedded
formats
38%
* Growth expectation calculated by weighting responses with company revenue
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
37
Display and classified revenue forecast
Display and classifieds, directories & listings are expected to grow by +1,8% and
+1.0% respectively resulting in a relatively positive 2014 for most Dutch publishers
Classifieds revenue forecast (€)
Display* revenue forecast (€)
339
+1.8%
+1.0%
345
191
H2
174
H2
177
H2
87
H2
90
H1
165
H1
168
H1
104
H1
103
2013
2014F
2013
H1 H2
193
2014F
H1 H2
Note: Forecast excludes Facebook and Google
Source: Survey respondents, Deloitte analysis
IAB report on Online Ad Spend The Netherlands 2013
38
List of participants
161Media*
AD2ONE*
Addurance
Adfactor
AdLantic Online Advertising
Affilinet Nederland
Bannerconnect**
Be Viacom*
Cadreon**
Daisycon
Exponential
FD Mediagroep
Funda Real Estate
HDC Media
IDG Nederland*
Improve Digital**
Mark & mini**
Marktplaats Media
MediaScience
Microsoft
Mobile Professionals
Nakko B.V.
NDC Mediagroep
NRC Media
Performics**
Persgroep Advertising
Red Chocolate*
RTL Nederland
Sanoma Media The Netherlands
SBS Broadcasting
Semilo
Smartclip Benelux
Spil Games
Ster
Telegraaf Media Groep
The Online Company
Tibaco Internet Media
ToTwenty B.V.
Tradedoubler*
Traffic4u**
Tweakers.net
Videostrip
VivaKi**
WebAds Interactive Advertising*
YD World
ZANOX
*H1 2013 data only
** Programmatic data only
IAB report on Online Ad Spend The Netherlands 2013
39
Definitions
Categories
Payment models
• Display
- Embedded formats (banners, buttons, skyscrapers etc)
- Interruptive formats (rich media, over the page, page take-over etc)
- Tekstlinks (incl. AdSense)
- Video (pre-/mid-/ postroll)
- Other uncategorized display advertising
• Online classifieds, directories & listings
- B2B
- B2C
- C2C
• Fixed Fee: Payment model based on a fixed fee
• CPM: Cost per Mille = Payment model where the advertiser pays per thousand
views
• CPC: Cost per Click = Payment model based on the number of clicks on an
advertisement
• CPL: Cost per Lead = Payment model that is based on the number of leads
generated. A lead is an online conversion where the consumer shares its contact
details and indicates to be interested
• CPS: Cost per Sale = Payment model based on the number of sales generated
Programmatic
• RTB
- Open Auction
- Private auction
• Non-RTB
- Reserved Fixed Rate
- Unreserved Fixed Rate
IAB report on Online Ad Spend The Netherlands 2013
40
Methodology
Online advertising market
Search, Display and classifieds market
• 46 companies reported their data based on the questionnaire
• Due to limited availability of company data we had to estimate the market size
for search and classifieds based on market data
• The figures are drawn up on the basis of site declaration and have not been
verified
• Display market size of Google and Facebook are based on media agencies and
programmatic inventory buyers feedback
• Wherever needed we have used tools such as regression analysis to make
estimations regarding issues like total advertising spend
• Google regulations forbid commenting on our search market estimates
• Based on the information provided by survey participants, figures have been
adjusted for double counting
• The classified market is based on public available market estimates. Due to
limited data points, current classified market size could not be verified
IAB report on Online Ad Spend The Netherlands 2013
41
Contact details
For questions concerning this research feel free to contact:
Roel van Rijsewijk
Deloitte | Deloitte Digital
Tel:
+31 (0)6 52 615 087
Email:[email protected]
Nathalie la Verge
IAB Nederland
Tel:
+31 (0)85 401 0802
Email:[email protected]
Roel van Rijsewijk is a Partner with the Risk Services practice from Deloitte
with more than 10 years of experience in risk consulting for companies in the
Technology, Media & Telecommunications (TMT) industry. Roel leads one of
Deloitte’s main innovation projects on ethics and trust in a digital world
Dutch IAB research includes the IAB / Deloitte Ad Spend Study, all IAB
commissioned research and assisting IAB members with their research projects.
Also responsible for shaping the IAB knowledge base so that it meets members'
needs moving forward
Jorrit Sloot
Deloitte | Deloitte Risk Services
Tel:
+31 (0)6 82 019 387
Email:[email protected]
Jorrit Sloot is a data analyst within the Deloitte Risk Services practice and specialized
in datamodelling and mathematical, quantitative data analyses.
IAB report on Online Ad Spend The Netherlands 2013
42
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