IAB Hungary Adex is the industry standard digital ad spend study

1. Hungarian Digital Ad Spend Study
2014

2. 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

4. IAB Hungary Adex
Hungarian Digital Ad Spend Study

5. IAB Hungary Adex
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6. Partners

7. Partners
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.

8. Methodology

9. IAB Hungary Adex 2014
methodology
 Report is based on data supplied by companies and
estimations by experts for a few market segments
 Display: data collection and estimation (for global players)
 Search: estimation (for global players)
 Listing: estimation
 Email: data collection and estimation
 Mobile: data collection and estimation (for global players)
 Data was provided by 30 publishing houses & sales
houses, 27 media agencies and several dozens of
media professionals (see the appendix)

10. IAB Hungary Adex 2014
Highlights

11. Key trends
 Growth
 2014 shows strong growth
 Mobile
 Advertisers are moving to mobile
 Local – Global shift
 This phenomenon influences most market segments
 Especially mobile

12. 2014 Digital Ad Spend
49,45 billion HUF
+ 20% YoY
Net data

13. 0,9 1,2 1,6 2,4
4,3
6,9
10,5
15,3
22,3
23,3
27,2
31,14
35,65
41,17
49,45
0,8% 1,0% 1,3%1,8% 2,8%
4,1%
5,9%
8,1%
11,0%
14,4%
15,9%
18,8%
23,4%
26,5%
29,4%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
0,0
10,0
20,0
30,0
40,0
50,0
60,0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
sharefromtotal(%)
billionHUF
Digital ad spend and its market* share
Trends in ad spend, 2000-2014
* 2011-2014: net-net digital spend / net-net total ad spend (without DM)

14. Growth trends, 2000-2014

Net data
0,4 0,4
0,8
1,9
2,6
3,6
4,8
7,0
1,6
3,9
3,5
4,5
5,5
8,3
41%
33%
50%
79%
60%
52%
46% 45%
7%
16%
13% 14% 15%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0,0
1,0
2,0
3,0
4,0
5,0
6,0
7,0
8,0
9,0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
YoY%
BillionHUF
Growth of digital ad spend

15. IAB Hungary Adex 2014
Segment Data

16. Segments
DISPLAY
18.645 billion HUF
YoY: + 10%
Share: 38%
16.800 billion HUF
YoY: +9%
Share: 34%
8.035 billion HUF
YoY: 33%
Share: 16%
1.246 billion HUF
YoY: 51%
Share: 3%
Vertical classifieds:
Automotive, Jobs, Real Estate
Price comparison
Auction
Horizontal classifieds
Display
Social media
Video
PPC systems
Search Email marketing
eDM
SEARCH LISTING E-MAIL MOBILE
4.722 billion HUF
YoY: 143%
Share: 10%
Mobile
(Display, Search)
Net data
Modification:
A non-search PPC networks
moved from Search to
Display segment
YoY: + 7.5%
without modification
YoY: + 12%
without modification

17. 69%
62%
58%
53%
48%
47%
41%
38%
8%
17%
22%
27%
31%
35%
37%
34%
19%
16%
15%
14%
15%
13%
15%
16%
3%
4%
3%
3%
2%
2%
3%
0%
2%
2%
2%
2%
3%
5%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2007
2008
2009
2010
2011
2012
2013
2014
Digital ad spend by segments
display search listing email mobile
Changing market structure

18. 13,8 13,8
14,8 15
16,8 16,9
18,6
30%
0%
7%
1%
12%
1%
10%
0%
5%
10%
15%
20%
25%
30%
35%
0
2
4
6
8
10
12
14
16
18
20
2008 2009 2010 2011 2012 2013 2014
YoY%
BillionHUF
Trends is display
Display (web): 10% growth
Net data

19. 3,8
5,2
7,5
9,8
12,4
15,4
16,8
192%
37%
44%
31% 27% 24%
9%
0%
50%
100%
150%
200%
250%
0
2
4
6
8
10
12
14
16
18
2008 2009 2010 2011 2012 2013 2014
YoY%
BillionHUF
Search Trends
Search (web): decreasing growth
Net data

20. 3,5 3,5
4
4,67 4,65
6,06
8,035
21%
0%
14%
17%
0%
30%
33%
-10%
0%
10%
20%
30%
40%
50%
0
1
2
3
4
5
6
7
8
9
2008 2009 2010 2011 2012 2013 2014
YoY%
BillionHUF
Listing trends
Listing – strong growth
Net data

21. 545
1 797
900
760
650643
2 267
1 007
1 280
590
275
812
3 658
1 080
1 738
472
275
-
500
1 000
1 500
2 000
2 500
3 000
3 500
4 000
automotive jobs real estate price
comparision
bidding horizontal
classifieds
MillionHUF
Change in listing subsegments
2012 2013 2014
… that is driven by jobs sites and the e-comm
related price comparison sites
Net data
61%
7% 36%
-20%
0%
26%

22. 750
850
900
950
880
824
1 246
50%
13%
6% 6%
-7% -6%
51%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
0
200
400
600
800
1000
1200
1400
2008 2009 2010 2011 2012 2013 2014
YoY%
MillionHUF
eDM trends
E-mail marketing newly found growth
Net data

23. 260
896
1 943
4 722
245%
117%
143%
0%
50%
100%
150%
200%
250%
300%
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
2011 2012 2013 2014
YoY%
MillionHUF
Mobile advertising trends
Mobile – huge growth
Net data

24. 285
503
1 225
76%
144%
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
0
200
400
600
800
1000
1200
1400
2012 2013 2014
YoY%
MillionHUF
Ads in video trends
Ads in video - strong growth
Net data

25. Programmatic
Net data
Programmatic display spend:
All media buy that is done through an
automated/programmatic technology
platform.
Consists of:
• RTB (Real Time Bidding):
All spend where the price is set in a real
time bidding process.
• Non-RTB:
All display spend that is automated but the
price is not dermined by a real time
bidding process
Programmatic display spend
RTB (Real Time Bidding)
Non-RTB
85m HUF
4 303m HUF
4 388m HUF

26. Local – global trends
Net data
Local Multinational
BillionHUF

27. Local – global trends
Net data
3,7
4,9
8,0
11,3
14,8
19,0
23,9
18,6 18,9 19,7 19,9 20,8
22,2
25,6
0,0
5,0
10,0
15,0
20,0
25,0
30,0
2008 2009 2010 2011 2012 2013 2014
blnHUF
Local vs. global ad spend
17%
21%
29%
36%
42%
46% 48%
83%
79%
71%
64%
58%
54% 52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2008 2009 2010 2011 2012 2013 2014
Market share of local and global players
32%
63%
41%
32%
28% 26%
2% 4% 1%
5% 7%
15%
0%
10%
20%
30%
40%
50%
60%
70%
2009 2010 2011 2012 2013 2014
Growth (YoY, %)
global local

28. Local – global trends
Net data
Local Global Local Global
Display Mobile

29. Net-net: 47,3 billion HUF
*2011: online, 2012-2014: digital (online+mobile). This net-net data is used for the Hungarian Advertising Association’s (MRSZ) ad spend study (Reklámtorta).
30,4
35,65
41,17
49,45
28,5
33,63
39,1
47,3
20
25
30
35
40
45
50
55
2011* 2012 2013 2014
BillionHUF
Digital ad spend vs ad revenue
(net vs net-net)
ad spend (net) net-net

30. IAB Hungary Adex 2014
Appendix

31. Thanks for their contribution:
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

32. Digital ad market 2012-2014
In this chart mobile ad spend is in a separate category
Net data
Market size estimation
Change Share
Web display 16 943 mln HUF 18 645 mln HUF 10% 38%
Web search 15 400 mln HUF 16 800 mln HUF 9% 34%
Listings 6 062 mln HUF 8 035 mln HUF 33% 16%
1. Vertical 3 917 mln HUF 5 550 mln HUF 42% 11%
Automotive 643 mln HUF 812 mln HUF 26% 2%
Job 2 267 mln HUF 3 658 mln HUF 61% 7%
Real estate 1 007 mln HUF 1 080 mln HUF 7% 2%
2. Price comparison 1 280 mln HUF 1 738 mln HUF 36% 4%
3. Auction/Bid 590 mln HUF 472 mln HUF -20% 1%
4. Horizontal 275 mln HUF 275 mln HUF 0% 1%
E-mail 824 mln HUF 1 246 mln HUF 51% 3%
Mobile 1 943 mln HUF 4 722 mln HUF 143% 10%
Sum 41 171 mln HUF 49 448 mln HUF 20% 100%
2014 spend2013 spend

33. Digital ad spend 2012-2014
Mobile ad spend is in Display and in Search categories
Net data
Change Share
Display 18 165 mln HUF 20 962 mln HUF 15% 42%
Search 16 121 mln HUF 19 191 mln HUF 19% 39%
Listings 6 062 mln HUF 8 035 mln HUF 33% 16%
E-mail 824 mln HUF 1 246 mln HUF 51% 3%
Sum 41 171
mln
HUF 49 433 mln HUF 20% 100%
2013 spend 2014 spend

34. IAB Hungary
The trade association for digital media and advertsing