Rotterdam, 15 September 2011 – the Dutch online advertising market realised sales of EUR 507 million in the first half of 2011, representing a 10% increase compared with the first half of 2010. This is shown in the Online Adspend Study, carried out by Deloitte by order of IAB, the industry organisation for the online advertising and interactive marketing industry.
The automobile industry was the biggest spender on online advertising in the first six months of 2011, accounting for 12% of the aggregate sales. The financial services sector and manufacturers of consumer goods followed with contributions of 10% and 8%, respectively. For 2012 the entrepreneurs surveyed expect particularly strong growth for the consumer goods market. “It is crystal clear that all major brands are gradually entering the digital arena. The demand for more radical adformats, very suitable for realising brand objectives, is substantial. This falls in the category CPM, for which we still see major growth potential, now and in the future. The advertising market for Mobile and Tablets is virtually is unexplored, and this is were the opportunities for innovation are”, says IAB chairman Joris van Heukelom.
“The first half of 2010 was marked by huge economic difficulties, which partly explains the relatively strong growth of 10% in the first half of 2011. Online publishers also have positive growth prospects for the coming period, too. Yet, we are also experiencing economic problems now, so it remains to be seen whether this strong growth will actually be realised”, says Roel van Rijsewijk, responsible for the Deloitte Online Business Innovation Program.
Finally, the study pays attention to “automated trading”, i.e., the automated purchase and sales of online advertising space. This form of advertising is gaining more and more ground and enables companies to increase their focus on a specific target group. The study shows that almost 50% of the publishers surveyed is already offering this form of advertising, particularly the larger players. As a result, automated trading now accounts for 11% of sales from display advertising.
About the study
For the Online Adspend Study H1 2011, 32 major Dutch internet publishers were surveyed, jointly representing over 334 websites. The study has been carried out by the Deloitte’s Online Business Innovation Group, which is part of Deloitte Innovation and focuses on analysing the impact of digital channels on corporate business models.
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