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Austria

[…]*

[30-60%]*

Belgium

[…]*

[20-60%]*

Denmark

[…]*

[35-70%]*

Finland

[…]*

[15-30%]*

France

[…]*

[25-70%]*

Germany

[…]*

[50-90%]*

Greece

[…]*

[20-30%]*

Ireland

[…]*

[70-85%]*

Italy

[…]*

[35-65%]*

Luxembourg

[…]*

[80-90%]*

Netherlands

[…]*

[50-90%]*

Portugal

[…]*

[30-40%]*

Spain

[…]*

[80-95%]*

Sweden

[…]*

[20-30%]*

UK

[…]*

[55-85%]*

search advertising in the various EEA Member States in 2006 are set out in Table 3 below.58

Country

102.

The notifying party's corresponding estimates of Google's market shares in

TABLE 3

Estimated market size in EUR million

Google share of turnover generated from online advertising related to search advertisements in % (low/high estimate) 2006 59

103. In total non-search advertising (excluding classifieds and e-mail, but including both direct sales and intermediated sales of display and contextual ads), Google's market share is limited, primarily because Google currently offers only intermediated sales through its AdSense network and these intermediated sales concern almost exclusively contextual ads and hardly any other types of non-search ads (in particular no display ads). On the basis of the notifying party’s estimate of the total EEA online advertising market size of EUR 9.8 billion, the revenue figures provided by the notifying party for non-search advertising (excluding classifieds and e-mail) and the assumption that non-search

58

The differences in market shares for one given country come 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). There is no information concerning the total market size of online advertising related to search available for all the Member States.

59

This data takes into account search advertising revenues generated on all websites, such as revenues generated on Google.com and revenues generated on third party websites that are part of the Google network. Whereas revenues generated on Google.com are attributed entirely to Google, around [>65%]* (or more) of the search advertising revenues generated on third-party websites (AFS partners) are passed on by Google to the third-party website publisher. Therefore, the total market is not only shared amongst the search engines, such as Google, MSN and Yahoo!, but a significant part is attributed to the third-party website publishers.

Non-search advertising

30

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