In 2019 the volume of internet advertising exceeded CZK 34 billion. Compared to 2018, this represents growth of 20 per cent caused, in absolute figures, primarily by display advertising (+20 %) and search advertising (+23 %). From the viewpoint of the manner of advertising space purchase the programmatic purchase of display advertising increased by 25 per cent. Expectations for the coming year are also optimistic; the survey participants assume that online advertising will continue to grow by 11 per cent in 2020. Out of the total advertising expenditures, online advertising accounts for a 27,5 per cent share. The data come from the annual survey of Internet advertising performance conducted for SPIR by Median. Data for other media types come from Nielsen-Admosphere.
In 2019 advertisers used online advertising in the volume of CZK 34,4 billion. This is by 20 per cent more than in the previous year and confirms the ongoing growing trend in the use of online forms of advertising). This year’s growth is expected to reach 11 per cent, i.e. CZK 38,1 billion spent on internet advertising.
The largest part of advertising expenditures is attributable to display advertising (CZK 24,2 billion in ratecard prices). Display advertising includes also advertising in content networks (in particular Seznam Sklik, Google Ads and Facebook), and RTB. The second most frequently used advertising form is paid search with expenditures of CZK 9 billion in real prices. The sales in respect of classifieds and directories were declared in the amount of CZK 1,15 billion in ratecard prices.
Video advertising represented a 29 per cent share of the overall display advertising (CZK 6,95 billion), i.e. a 37 per cent year-to-year increase, and is expected to grow by 11 per cent in 2020. Native advertising had a 11 per cent share (CZK 2,67 billion). In this year's survey, native advertising was also identified from programmatic advertising, not from directly sold display ads, so the value of native advertising for 2019 is so much higher than for 2018 (CZK 622 million). It is therefore not an organic growth.
The share of mobile advertising out of the overall display advertising was 34 per cent (CZK 8,25 billion), i.e. a 39 per cent year-to-year increase, and is expected to grow by 13 per cent in 2020. The survey’s objective was to determine the share of advertisements that were displayed on mobile devices, not only sold as mobile ads. Unfortunately, many declaring parties are not able to specify the share of real display on mobile devices and provide only the sales data. Thus we might assume that the real share of advertisements displayed on mobile devices would be even higher.
Programmatic forms of advertising, which is related to content networks and RTB, together represented a 64 per cent share (CZK 15,58 billion in ratecard prices) and increased by 25 per cent, if compared to the last year. Programmatic displays include the advertising performance of content networks (such as Seznam Sklik, Google Ads, Facebook, Instagram, and more) as well as the performance of advertising through DSP / SSP systems.
The long-term growth is clearly visible in the case of display and search advertising. As far as the display advertising is concerned, the growth is caused primarily by programmatic forms – content networks and RTB.
in thousands of CZK | 2010 | 2011 | 2012 | 2013 | 2014 | 2015 | 2016 | 2017 | 2018 | 2019 | 2020* (estimation) |
---|---|---|---|---|---|---|---|---|---|---|---|
Display ** | 5 137 305 | 6 148 289 | 7 378 185 | 9 204 844 | 9 967 379 | 10 481 447 | 14 164 675 | 16 400 893 | 20 139 248 | 24 207 282 | 26 922 162 |
Paid for search *** | 1 593 704 | 1 871 320 | 2 871 428 | 2 901 804 | 3 360 886 | 3 656 319 | 4 663 124 | 5 857 274 | 7 321 593 | 9 005 559 | 10 002 475 |
Classifieds & Directories |
985 445 | 919 806 | 901 784 | 1 200 788 | 1 256 196 | 906 356 | 899 652 | 1 052 715 | 1 124 984 | 1 152 238 | 1 178 087 |
TOTAL (SMS/MMS excl.) |
7 716 454 | 8 900 469 | 11 151 399 | 13 307 435 | 14 584 460 | 15 044 122 | 19 727 451 | 23 310 883 | 28 585 825 | 34 365 080 | 38 102 723 |
Display advertising increased by 20 per cent in 2019 and this year media, agencies and direct advertisers estimate further 11 per cent growth. Search advertising increased by 23 per cent in 2018 and this year it is expected to grow by 11 per cent. Classifieds and directories recorded growth of 2 per cent in 2018 and this year the increase is estimated to 2 per cent. The overall growth of internet advertising was 20 per cent in 2019, while the estimated increase for 2020 is 11 per cent.
For the purpose of comparing the volume of advertising in individual media types, data derived from the Nielsen Admosphere monitoring of advertising expenditures were used. TV advertising with CZK 57,4 billion maintains its dominant position in the advertising market (46,0 per cent). Online advertising has a 27,5 per cent share (CZK 34,4 billion). Press advertising reached CZK 19,8 billion and has an 15,8 per cent share in advertisement budgets. Radio advertising reached the level of CZK 7,9 billion (6,3 per cent) and OOH advertising generated CZK 5,4 billion (4,3 per cent) last year.
The prices do not include self-promotion.
Since 2008, when the SPIR online advertising performance survey started, we note a long-term growing trend of expenditures in internet advertising. During the past four years expenditures in TV advertising have also increased. Other mediatypes show insignificant growth or stagnation in absolute values.
absolute, in thousands of CZK | 2010 | 2011 | 2012 | 2013 | 2014 | 2015 | 2016 | 2017 | 2018 | 2018 | 2019 |
---|---|---|---|---|---|---|---|---|---|---|---|
TV | 25 587 562 | 29 162 723 | 30 118 949 | 27 802 137 | 31 179 208 | 35 494 680 | 42 377 364 | 48 085 155 | 53 073 779 | 57 447 800 | |
Internet | 7 716 454 | 8 900 469 | 11 151 399 | 13 307 435 | 14 584 460 | 15 044 122 | 19 727 451 | 23 310 883 | 28 585 825 | 34 365 080 | |
Press | 21 553 641 | 19 500 741 | 17 654 511 | 18 039 126 | 17 899 192 | 17 886 632 | 19 043 319 | 19 518 003 | 19 630 978 | 19 799 788 | |
Radio | 1 284 310 | 1 122 994 | 1 068 142 | 5 844 355 | 6 062 785 | 6 384 325 | 7 047 618 | 7 553 551 | 8 043 804 | 7 933 861 | |
OOH | 3 285 289 | 3 676 360 | 4 001 669 | 4 528 262 | 4 816 865 | 4 888 990 | 5 208 905 | 5 299 758 | 5 260 355 | 5 428 260 | |
TOTAL | 59 427 256 | 62 363 287 | 63 994 670 | 69 521 315 | 74 542 510 | 79 698 749 | 93 404 657 | 103 767 350 | 114 594 741 | 124 974 789 |
relative | 2010 | 2011 | 2012 | 2013 | 2014 | 2015 | 2016 | 2017 | 2018 | 2019 |
---|---|---|---|---|---|---|---|---|---|---|
TV | 43,1 % | 46,8 % | 47,1 % | 40,0 % | 41,8 % | 44,5 % | 45,4 % | 46,4 % | 46,3 % | 46,0 % |
Internet | 13,0 % | 14,3 % | 17,4 % | 19,1 % | 19,6 % | 18,9 % | 21,1 % | 22,5 % | 24,9 % | 27,5 % |
Press | 36,3 % | 31,3 % | 27,6 % | 25,9 % | 24,0 % | 22,4 % | 20,4 % | 18,8 % | 17,1 % | 15,8 % |
Radio | 2,2 % | 1,8 % | 1,7 % | 8,4 % | 8,1 % | 8,0 % | 7,5 % | 7,3 % | 7,0 % | 6,3 % |
OOH | 5,5 % | 5,9 % | 6,3 % | 6,5 % | 6,5 % | 6,1 % | 5,6 % | 5,1 % | 4,6 % | 4,3 % |
TOTAL | 100 % | 100 % | 100 % | 100 % | 100 % | 100 % | 100 % | 100 % | 100 % | 100 % |
For the purpose of surveying and processing the results, in the interest of objectivity and the protection of sensitive data, the Median agency was commissioned. The survey was conducted during January and February 2019 and was based on current closings of individual subjects. The performance of all types of advertising was based on declared performance of individual providers of content, agencies, and operators of advertising networks and mobile operators.
For more information about the terminology used and a description of the methodology.
Press Release - Online Adspends 2019
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