Digital Advertising Market Growth & Trends 2010-2018
Explore the growth and key segments of the digital advertising market from 2010 to 2018, as detailed in the IAB AdEx reports. Discover insights on market value, mobile ad spend, and YoY growth data.
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Presentation Transcript
2018 2018 Digital Ad Spend Study for 2018
IAB ADEX DIGITAL AD SPEND STUDY IAB (Interactive Advertising Bureau) AdEx reports are the industry benchmark numbers worldwide The first AdEx report was published for the US market in 1996 IAB Europe started to publish its Pan-European AdEx study in 2006 IAB Serbia joined in 2012
METHODOLOGY IAB Europe introduced a new methodology in 2015 The study analyzes the gross digital ad spend Mobile ad spend is a sub-segment while Display and Search include mobile (not affecting the total). This study is a result of research, calculation and estimation of IAB Serbia expert team
Market ad spend in 2018: 36,8 million
Digital Advertising Market Growth Total YoY market growth 2017 - 2018 ('000 ) 40,000 24,8% 35,000 30,000 25,000 36,779 20,000 29,479 15,000 10,000 2017 2018
Digital Advertising Market Growth Total YoY market growth 2010 - 2018 ('000 ) 40,000 24,8% 35,000 30,000 25,2% 25,000 17,6% 11,2% 11,8% 36,779 20,000 13,4% 29,479 17,3% 15,000 23,738 36,1% 20,010 18,160 16,240 10,000 14,320 12,210 8,970 5,000 2010 2011 2012 2013 2014 2015 2016 2017 2018
CLASSIFIEDS AND DIRECTORIES DISPLAY PAID SEARCH
Market Value by Key Segments in 2018 CLASSIFIEDS AND DIRECTORIES PAID-FOR SEARCH DISPLAY 5,3 mil +26% 25,86 mil +22% 3,9 mil +20%
LOCAL DISPLAY MARKET VALUE Total YoY market 2017 - 2018 ('000 ) -2 % 9,750 9,560 2017 2018
MOBILE ADVERTISING Estimated mobile ad spend in 2018: 18,91 mil +45,4%
5,393,000 ONLINE VIDEO ADVERTISING Estimated online video market value in 2018: 5,39 mil 3,526,000 3,466,000 +53% 2,150,000 Total video ad spend In-stream video ad spend 2017 2018
SOCIAL MEDIA MARKETING 9,000,000 Estimated social media marketing 8,120,000 8,000,000 value in 2018: 8,1 mil +42% 45% 7,000,000 6,000,000 LinkedIn 390,000 5,000,000 Twitter 340,000 4,000,000 3,000,000 Facebook 6,850,000 2,000,000 VIBER 510,000 1,000,000 Estimated social media marketing investment 2018 2017 2018
PROGRAMMATIC AD SPEND 9% 22% 35% 91% 78% 65% Display Video Mobile Programmatic Non-Programmatic
KEY TAKEAWAYS: Digital market value 36,8M 36,8M in 2018 Strong 24,8% 24,8% growth VIDEO has the highest investment growth ( (53 53%) %), , followed by MOBILE (45,4%) and SOCIAL advertising ( (45 45%) %) SOCIAL and LOCAL DISPLAY hold the largest share of digital market investment ( (48% combined 48% combined) )
