Total European online advertising revenue for the month of August nearly $110 million, up 11 percent from July’s total, according to data collected by AdZone Interactive.
Almost $65 million of the revenue was generated by UK sites, but the increase for UK sites was only 1 percent over July, while the increase for the rest of Europe was 31 percent. AdZone tracked 452 sites from the countries of Austria, Denmark, France, Germany, Italy, Spain, Sweden, Switzerland, and the UK.
According to Forrester Research, the UK’s online advertising market is Europe’s largest, not, as some had believed, Germany.
In June, all online advertising in Germany totaled DM 16,230,000, and Bertelsmann was far and away the country’s leading advertiser spending DM 1,244,000 — 8 percent of the total market. The second highest German online advertiser was Primus, spending DM 473,000 Bertelsmann was also the UK’s biggest online ad spender at DM 565,000 in June, but its percentage of the market was far lower at 2.3 percent.
“The German online ad market is significantly smaller than we thought,” said William Reeve, group director of European Data Products. “German media companies and advertising agencies have greatly exaggerated the size of the market estimating that firms would spend upwards of DM 500 million on online advertising this year — but that figure will be much nearer DM 300 million. In the UK, by contrast, Forrester expects online advertising spend to be nearer DM 400 million.”
One reason for an exaggerated sense of the German market’s size, according to Forrester, lies in the assumptions that companies would launch pan-European online ad campaigns — which have so far not materialized. Also, financial-services advertising in Germany has not been as robust as it has in the UK, where there has been fierce competition between traditional banks and online entrants to the market. While Germany has some of the same competition, its state-run banks do far less advertising than incumbents in the UK.
“Advertising is still relatively local, even on the Internet,” Reeve said. “The same sort of logistical problems that stymie cross-border offline campaigns also apply to the online world. Also, the media market in Germany is small enough that estimates of the market’s size came from the biggest online publishers getting together and comparing the kind of money they were spending on online ads. Their estimates were more about what everyone wanted the market to be, rather than what it really is.”
|Top 10 Brands on European Sites
|6.||Yahoo.com Chat UK||$1,694,800||50,976,800|
|Source: AdZone Interactive|
|Top 10 European Sites for Ad Revenue
|Source: AdZone Interactive|
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
A new study underlines the massive influence that Amazon exerts over the ecommerce market, with the site being the first port of call ... read more
Election 2016 is already like no presidential race before it, and one of the most striking aspects of this year’s race is the disparity ... read more
Businesses near ‘PokeStops’ are enjoying a huge surge in footfall due to the popularity of Pokémon Go, according to our first major ... read more