Gemius Blogcampcee 2008 Kyiv

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Central and Eastern European Markets Review by Genius executive director, Dmytro Lysiuk

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Gemius Blogcampcee 2008 Kyiv

  1. 1. Gemius Ukraine Dmytro Lysiuk, executive director Central and Eastern European markets review
  2. 2. Content <ul><li>About Gemius </li></ul><ul><li>CEE markets general review </li></ul><ul><li>Adspends </li></ul><ul><li>Blogs </li></ul>
  3. 3. 1. About Gemius Gemius SA, Internet market research since 1999.
  4. 4. Gemius worldwide <ul><li>Countries : </li></ul><ul><ul><li>Poland, Czech Republic, Slovakia, Hungary </li></ul></ul><ul><ul><li>Lithuania, Latvia, Estonia, Norway </li></ul></ul><ul><ul><li>Russia, Ukraine, Belarus </li></ul></ul><ul><ul><li>Adriatic region </li></ul></ul><ul><ul><li>Romania, Bulgaria </li></ul></ul><ul><ul><li>Denmark, UK, Israel, Austria </li></ul></ul><ul><ul><li>Partners : CATI, Media Research, Ipsos , Market Watch , UAIA, FOM </li></ul></ul>
  5. 5. 2. CEE markets general review
  6. 6. CEE countries <ul><ul><li>Central Europe: </li></ul></ul><ul><ul><li>Poland, Czech Republic, Slovakia, Hungary </li></ul></ul><ul><ul><li>Adriatic region: </li></ul></ul><ul><ul><li>Croatia, Slovenia </li></ul></ul><ul><ul><li>Baltic states: </li></ul></ul><ul><ul><li>Latvia, Lithuania, Estonia </li></ul></ul><ul><ul><li>Eastern Balkans: </li></ul></ul><ul><ul><li>Bulgaria, Romania </li></ul></ul><ul><ul><li>Eastern Europe: </li></ul></ul><ul><ul><li>Ukraine, Russia, Belarus, Moldova </li></ul></ul>
  7. 7. Internet penetration - 2007 SOURCE: gemiusAudience + structural studies, InternetWorldStats 43,6% 2008
  8. 8. Source: gemiusAudience + structural studies
  9. 9. Broadband penetration 2007 SOURCE: gemiusAudience + structural studies, InternetWorldStats 33% 2008
  10. 10. Source: Eurostat + Gemius, expert estimation for UA
  11. 11. 3. Ad spends
  12. 12. US-Europe comparative ad spends http://www.marketingcharts.com/interactive/
  13. 13. Ad spends Source: Local media agencies
  14. 14. Online ad share in total ad spends Source: local media agencies
  15. 15. Source: local media agencies + gemiusAudience
  16. 16. CEE statistics by regions (rate to population) Source: local media agencies + gemiusAudience + IAB
  17. 17. Russia and Ukraine …and Poland 3,70% 3,60% 0,70% Online ad share 6,71 € 5,68 € 2,14 € Euro/user 12% 50% 59% Online ad spends growth 101 788 148 € 173 700 000 € 13 600 000 € Online ad spends 35% 49% 47% Broadband penetration 43% 26% 16% Internet penetration Poland Russia Ukraine  
  18. 18. Mature markets – UK and Denmark BMRB Internet monitor 14,70%   Online ad share 112,55 € 109,5 € Euro/user 29% 20% Online ad spends growth 3 376 600 000 € 410 000 000 € Online ad spends 90% 76% Broadband penetration 63% 79% Internet penetration UK Denmark  
  19. 19. 4. Blogs
  20. 20. Blogs 9,44% global blogger.com   17,07% local freeblog.hu   19,51% local blogter.hu   33,89% local blog.hu Hungary         39,08% local blog.cz Czech Republic         23,48% local bloger.hr   32,42% local blog.hr Croatia           global blogspot   11,20% local blog.bg Bulgaria
  21. 21. Blogs 12,29% global blogger.com   13,23% local blox.pl   18,68% local blog.onet.pl Poland         23.38% local blogas.lt Lithuania         9,78% local blog.lv Latvia
  22. 22. Blogs global Livejournal.com Ukraine       local   Liveinternet.ru Blog.mail.ru    global > local Livejournal.com Russia
  23. 23. Blogs <ul><li>The most popular type of UGC </li></ul><ul><li>Tendencies </li></ul><ul><li>Blog audience grows fast – up to 40% reach </li></ul><ul><li>Blog-services are getting closer to social networks </li></ul><ul><li>Social networks are used for blogging more often </li></ul><ul><li>Dominated mostly by local players </li></ul>
  24. 24. Blogs <ul><li>The most popular type of UGC </li></ul><ul><li>But: </li></ul><ul><li>Difficulties in audience measurement </li></ul><ul><li>1 person/ many browsers </li></ul><ul><li>1 person/ many accounts </li></ul><ul><li>1 account/several persons </li></ul><ul><li>etc. </li></ul>
  25. 25. Summary
  26. 26. Main trends <ul><li>Online ad in CEE is growing faster </li></ul><ul><li>Internet becomes more and more popular </li></ul><ul><li>Broadband takes up </li></ul>
  27. 27. Internet CEE <ul><li>These markets soon will be discussed </li></ul><ul><li>at Internet CEE conference </li></ul><ul><li>Warsaw, November 28-29 </li></ul><ul><li>www.internetcee.com </li></ul>
  28. 28. Thank you for your attention! Gemius www.gemius.com.ua [email_address] Kyiv, 2008

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