Web traffic

Two-thirds of web traffic generated by advertising

Digital advertising channels remain key to driving traffic to brand websites in Europe, driving the majority (68%) of website visits, research from Adobe Digital Insights reveals.

Key findings include:

• Digital advertising channels remain essential for driving traffic to brand websites in Europe, accounting for 68% of website traffic.

• 54% of websites in Europe have increased their traffic since 2013, with growing brands seeing 2.6 times more traffic from social advertising than websites with declining traffic.

• Personalized ads have generated 8% growth for brands that deploy them. But Europe lags behind the US, where personalized ads increased traffic by 36%.

• Almost two out of three European consumers appreciate the personalized ads they receive today, but there is still work to be done: only 27% believe that they are as relevant as they should be.

The study found that just over half (54%) of European websites have increased their traffic over the past three years, with aggregate website traffic contracting slightly over this period. The study also revealed that mobile advertising is catching up in Europe: three years ago, just over half of smartphone traffic in Europe was generated by advertising; today, advertising accounts for two out of three visits from smartphones.

Europe lags behind North America in its use of more targeted or personalized advertising tactics, such as direct email, paid search or social advertising, to drive traffic to websites: three out of four visits to European websites are driven by untargeted tactics such as organic search engine optimization (SEO) or links from referral websites. European websites that have grown in traffic over the past three years see 8% more traffic from personalized advertising channels than their declining counterparts. In the United States, growing websites see 36% more traffic on personalized channels, indicating faster adoption of tactics targeted at this market.

The study found that there is a correlation between growth in website traffic and the use of more personalized forms of advertising: European websites with increasing traffic see nearly 2.6 times more traffic from tactics like social advertising, and about 1.2x more traffic from paid search. —than websites with declining traffic. The study showed a similar correlation when it came to mobile traffic: growing websites over the past three years saw 50% more visits from smartphones than declining websites.

“Internet traffic is approaching saturation in Europe and elsewhere. The days of organic website traffic growth are coming to an end. New growth will require a shift in thinking that revolves around a holistic customer experience, capitalizing on mobility, deploying a market mix that supports the customer journey, and creating personalized content that resonates with the client,” said Becky Tasker, chief analyst at Adobe Digital. Knowledge.

Europeans still sensitive to advertising, but in search of more personalization

Europeans remain sensitive to advertising, according to the study. Of those who use an ad blocker, 44% said they use one because the ads are annoying and/or disturbing. The majority of consumers in the UK, France and Germany prefer not to watch ads that automatically play music or sounds, with France’s reluctance being the highest (66%), followed by the UK ( 60%) and Germany (59%).

Meanwhile, ad blocking in Europe is, on average, roughly comparable to that in the United States, although it varies widely across European countries, ranging from 12% in France to 28%. % in Sweden. But despite their sensitivity, 40% of European consumers say advertisers have improved over the past two years to show them interesting and compelling ads. Nearly two out of three European consumers appreciate the personalized ads they receive today, although there is still work to be done: only 27% believe that they are as relevant as they should be.

Consumers also expect rewards, in the form of relevant content and special offers, in exchange for revealing information about themselves: in countries like the UK and France, more than half of consumers agree with the statement that the more information they share about themselves. , the more they should be rewarded with relevant content and offers, with this figure being higher (nearly 60% on average) among young millennials (18-24).


Adobe Digital Insights – 2016 Advertising Demand Report: Europe

The report used the following data sources:

 North American and European companies in selected sectors: media and entertainment, retail, travel, finance, automobiles and vehicles

 1.1 trillion visits to 1,100 websites from January 2013 to June 2016

 Websites classified into segments based on the evolution of the number of visits to the website over the last three years

 Growing websites: visits increased between Q2 2013 and Q2 2016

 Reduction of websites: visits decreased between Q2 2013 and Q2 2016

 Survey of over 4,000 US and EU consumers, covering their perceptions and preferences for digital advertising and ad blocking, conducted in August 2016

 Ad blocking statistics provided by PageFair, based on data up to June 2016, including the number of blockers in over 21 countries on desktop and mobile devices