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Austria

[…]*

[15-30%]*

Belgium

[…]*

[10-25%]*

Bulgaria

[…]*

[20-30%]*

Czech Republic

[…]*

[<10%]*

Denmark

[…]*

[15-30%]*

Estonia

[…]*

[<10%]*

Finland

[…]*

[<10%]*

France

[…]*

[10-35%]*

Germany

[…]*

[20-45%]*

Greece

[…]*

[<10%]*

Hungary

[…]*

[<10%]*

Ireland

[…]*

[30-50%]*

Italy

[…]*

[15-25%]*

Latvia

[…]*

[<10%]*

Lithuania

[…]*

[10-20%]*

Luxembourg

[…]*

[60-70%]*

Netherlands

[…]*

[25-55%]*

Poland

[…]*

[10-20%]*

Portugal

[…]*

[10-20%]*

[…]* billion, this would lead to a market share for Google of between [20-30%]* and [30-40%]* in the worldwide online advertising market.

  • 98.

    In the EEA, the notifying party estimated the size of the total online advertising market in 2006 to range between EUR 5.4 billion49 and EUR 9.8 billion50, but strongly suggested that the actual market size would rather be at the upper bound than at the lower bound of this market size estimate. In view of Google’s 2006 EEA net revenues of EUR […]* billion, this would give Google a market share of between [20-30%]* and [30-40%]* in the EEA online advertising market.

  • 99.

    The notifying party's corresponding estimates of Google's market shares in the overall online advertising market in various EEA Member States in 2006 are set out in Table 2 below51.

TABLE 2

49

Lower bound estimate of total EEA-wide market size based on Jupiter, where available, and on Zenith for all other countries for which no Jupiter data was available, with corrections for those countries in which Google’s 2006 search revenues exceed the size of the search segment as reported by Jupiter.

50

Upper bound estimate of total EEA-wide market size based on a combination of different sources, including IAB, Jupiter, Enders, OVK, Zenith, Gemius (Europe) and PWC, taking for each country the highest market size estimate available from any of these reports, with corrections for those countries in which Google’s 2006 search revenues exceed the size of the search segment as reported by Jupiter.

51

The differences in market shares for one given EEA Member State result from the use of different sources of data (Jupiter where available for the upper bound estimate, other marketing companies including Zenith, Emarketer, PWC, Forrester and IAB for lower bound estimate).

Country

28

Estimated market size in EUR million

Google share of overall online advertising expenditures in % (low/high estimate) 2006

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