IAB Hungary Adex is the official Hungarian digital ad spend study for 2015

1. Hungarian Digital Ad Spend Study
2015

2. 1
IAB Adex
Digital Ad Spend Study

3. IAB Adex
 IAB (Interactive Advertising Bureau) Adex digital ad spend
reports are the industry benchmark numbers worldwide
 IAB US publishes its Adex study since 1996
 IAB Europe started to publish its Pan-European Adex study in
2006, IAB Hungary joined in 2008
 Hungarian online ad spend data is available since 2000
(Hungarian Advertising Association’s Internet section), from
2008 digital ad spend data (online+mobile) by IAB Hungary
2 IAB Hungary Adex 2015

4. 3
IAB Hungary Adex
Hungarian Digital Ad Spend Study

5. IAB Hungary Adex
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* From 2015 onwards the mobile ad spend is a subsegment while Display and Search include mobile. This change doesn’t affect the total.
IAB Hungary Adex 2015
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6. 5
Partners

7. Partners
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IAB Hungary cooperated with PwC Hungary who collected
market data, estimations and conducted validation discussions.
Online Section of Hungarian Communication Agencies’
Association (MAKSZ) helped our work with providing
aggregated agency data.
IAB Hungary Adex 2015

8. 7
Methodology

9. IAB Hungary Adex 2015
methodology
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 Report is based on data supplied by companies and
estimations by experts
 Display: data collection and estimation (for global players)
 Search: estimation (for global players)
 Listing: estimation
 Email: data collection and estimation
 Subsegments (mobile, video, automated): data collection and estimation (for global players)
Change:
Mobile ad spend is included in Display and Search segments and available as a subsegment (this
change doesn’t influence total ad spend)
IAB Hungary Adex 2015

10. 9
IAB Hungary Adex 2015

11. Key trends
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 Steady, double digit growth
 Milestones
 Digital ad spend overtook TV and it became the biggest
 Surpassed 50 billion HUF
 Ad spend on local and global players are almost equal
IAB Hungary Adex 2015

12. 11
2015 Digital Ad Spend
56,17 billion HUF
+ 14% YoY
Net data
IAB Hungary Adex 2015

13. 12
Digital ad spend in Hungary
* 2011-2015: net-net digital spend / net-net total ad spend (without DM)Net data
IAB Hungary Adex 2015

14. Steady growth
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Net data
IAB Hungary Adex 2015

15. 14
IAB Hungary Adex 2015
Segment Data

16. 15
Net data
IAB Hungary Adex 2015
+11%
+16%
+16%
+8%
Display – search – listing – email
spend by segments, growth

17. 16 IAB Hungary Adex 2015
Display – search – listing – email
segments’ marketshare

18. 17
Net data
IAB Hungary Adex 2015
Display ad spending
desktop, without mobile

19. 18
Net data
IAB Hungary Adex 2015
Search ad spending
desktop, without mobile

20. 19
Net data
IAB Hungary Adex 2015
Listing

21. 20
Net data
IAB Hungary Adex 2015
Listing subsegments

22. 21
Net data
IAB Hungary Adex 2015
E-mail marketing

23. 22
IAB Hungary Adex 2015
Subsegments

24. 23
Mobile adspend
doubled in 2015
Net data
IAB Hungary Adex 2015
Market share* 1% 3% 5% 10% 17%
* Compared to total ad spend. If it is compared with Display and Search it is 1%, 3%, 6%, 12%, 21% (2011-2015)

25. 24
Video
60% growth
Net data
IAB Hungary Adex 2015

26. 25
Automated trading
Programmatic took off in Hungary
Net data
RTB
Programmatic
Automated
IAB Hungary Adex 2015
Note: Google (non-search) and Facebook spend is automated but not programmatic

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IAB Hungary Adex 2015
Local - Global

28. 27
Local – global trend
New milestone – almost equal spend
IAB Hungary Adex 2015
Net data
CAGR (2009-2015)
Total: 15,4%
Local: 6,9%
Global: 33,7%

29. 28
Local – global trend
desktop & mobil display
IAB Hungary Adex 2015
 Local desktop display share increased as spending on global players is more on mobile

30. 29
IAB Hungary Adex 2015
Appendix

31. 30
Digital ad market 2013-2015
Main segments (YoY, share)
Net data
IAB Hungary Adex 2015
2013 spend 2014 spend 2015 spend
YoY
(15/14)
Share
Display 18 149 mln HUF 20 962 mln HUF 23 243 mln HUF 11% 41%
Search 16 121 mln HUF 19 191 mln HUF 22 262 mln HUF 16% 40%
Listing 6 062 mln HUF 8 035 mln HUF 9 326 mln HUF 16% 17%
E-mail 824 mln HUF 1 246 mln HUF 1 341 mln HUF 8% 2%
Total 41 155 mln HUF 49 433 mln HUF 56 172 mln HUF 14% -

32. 31
Digital ad market 2013-2015
Subsegments (YoY, share)
Net data
IAB Hungary Adex 2015
2013 spend 2014 spend 2015 spend
YoY
(15/14)
Share
Mobile 1 943 mln HUF 4 722 mln HUF 9 336 mln HUF 98% 17%
Automated (total) - mln HUF 4 388 mln HUF 6 325 mln HUF 44% 11%
Programmatic - mln HUF 85 mln HUF 580 mln HUF 582% 1%
RTB - mln HUF 85 mln HUF 513 mln HUF 504% 1%
Video 503 mln HUF 1 225 mln HUF 1 956 mln HUF 60% 3%

33. 32
Digital ad market 2013-2015
Listing subsegments (YoY, share)
Net data
IAB Hungary Adex 2015
2013 spend 2014 spend 2015 spend
YoY
(15/14)
Share
Listings 6 062 mln HUF 8 035 mln HUF 9 326 mln HUF 16% 17%
1. Verticals 3 917 mln HUF 5 550 mln HUF 6 513 mln HUF 17% 12%
Car-Motor 643 mln HUF 812 mln HUF 949 mln HUF 17% 2%
Jobs 2 267 mln HUF 3 658 mln HUF 4 238 mln HUF 16% 8%
Real estate 1 007 mln HUF 1 080 mln HUF 1 327 mln HUF 23% 2%
2. Price comparison 1 280 mln HUF 1 738 mln HUF 1 933 mln HUF 11% 3%
3. Auction/bid 590 mln HUF 472 mln HUF 400 mln HUF -15% 1%
4. General classified 275 mln HUF 275 mln HUF 480 mln HUF 75% 1%

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IAB Hungary
IAB Hungary Adex 2015