Marta Klepka
Global PR & Communications Director
Gemius
Bucharest, 16.05.2012
Multi-platform internet
measurement
- the in...
About Gemius
CEE internet market
Key industry trends
Multi-platform internet measurement
About Gemius
Complexity = research + technology + consulting
Our markets
CEE internet market
Key industry trends
Multi-pla...
About us
• a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer
behaviour in the ...
,
JIC Standard: Poland, Czech Republic,
Slovakia, Hungary, Slovenia, Turkey,
Israel, Denmark, Ukraine, Belarus,
Moldova.
D...
About Gemius
CEE internet market
Market size
Market potential
Key industry trends
Multi-platform internet measurement
Gemius has witnessed the fascinating
growth of the internet in CEE region, its
advancing popularity, the way it responded
...
„Do You CEE?” 2011 report:
• 15 CEE markets
• Overview of the internet lanscape
• Key industry trends
• Experts from all a...
Internet Population (millions of internet users / Dec 2011)
• The whole CEE region
= nearly 143.5M internet
users
+ 12.1M ...
Internet Population Growth (m of IU, Dec 2010/Dec 2011)
-5%
0%
5%
10%
15%
20%
25%
30%
(10)
-
10
20
30
40
50
60
Growth2011-...
Internet Penetration (2010-2011 change)
• 11 out 15 countries with
over 50% of people online
• Highest penetration in Balt...
Broadband penetration 2011
Source of data: Eurostat, 2011.
-5%
5%
15%
25%
35%
45%
55%
65%
75%
85%
95%
CEE remains a special region for our
network as we can feel energy,
innovation, creativity and strong growth
in these mark...
Online adspends as a share of total (2010)
Source of data: IAB Europe/IHS Screen Digest/Warc, Ukrainian Advertisement Coal...
Online adspend (m €/ 2009-2010 change)
• Russians, Poles, Turks and
Czechs spend the biggest
amount of money on
internet a...
Online adspends 2011
Source of data: Russia: AKAR/IAB (net VAT, including sellers commission); Poland: IAB Poland (gross),...
About Gemius
CEE internet market
Key industry trends
Mobile
Video
Social media
Multi-platform internet measurement
Internet usage is the multi-platform activity. PC/Laptops, Tablets,
Smartphones – consumers are connected 24/7 to the Web....
2012 certainly will be a year of interactive
TV and VOD services (…). Launching video
and audio stream measurement will he...
Video content as the most popular form of e-entertainment
– case of YouTube
• Reaching almost 75% of
internet users in Hun...
Online video banners – effective way to interact with
consumers
Source: of data: gemiusStream 23.05.2011 - 26.06.2011, Lit...
Average CTR per country
Source: gemiusDirectEffect, H2 2011
• In-stream ad formats also
prove to be one of the most
effect...
Popularity vs. effectiveness of online advertising
formats - Romania
Source of data: gemiusDirect Effect H2 2011
• Regular...
Share of ad impressions per sector
Source of data: gemiusDirect Effect H2 2011
• Sector of ‘Finance,
Insurance and Brokera...
The reason why none of the foreign social
media players achieved any astounding
results in Runet yet is the fact of a bett...
Some CEE social networks still attract local audiences
Nk.pl (Nasza Klasa)
• Less than 1,3m Real
Users less than FB in
Pol...
Facebook popularity in the CEE region (Dec 2010 – Dec 2011)
Source of data: Socialbakers
0%
10%
20%
30%
40%
50%
60%
70%
80...
Social networking sites in Romania
SATI, by BRAT, Traffic measurement, December 2011
0
0,5
1
1,5
2
2,5
3
3,5
4
4,5
12.2010...
Cheap, widely available mobile broadband and
skyrocketing number of smartphones on the market
makes it safe to predict tha...
Mobile internet traffic increases significantly
Source of data: gemiusTraffic
252%
0%
200%
400%
600%
800%
1000%
1200%
0%
1...
CEE top mobile devices (producers and models) by website-averaged
percentage share of page views generated on websites mon...
About Gemius
CEE internet market
Key industry trends
Multi-platform internet measurement
The great advantage of the Czech online market is the
high developed measurement. We can see the
breakthrough in multimedi...
Users are multi-tasking – measure all of their activities
• Measure all aspects of web
browsing:
― Websites
― Streamed con...
Multi-platform internet measurement
• One content can be
accessed from many
platforms or even
media channels
• Analyze all...
Real Users, not cookies or browsers
• Real User metric– global
innovation
• Online audience
measurement including:
— Onlin...
How does it work?
Thank you!
Questions?
Global PR & Communications Director
Gemius SA
marta.klepka@gemius.com
Skype: Marta.Klepka
Marta Klep...
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The vital ignition for the development of advertising and research industry in CEE region is multi-platform communication and its measurement. Internet slowly becomes a ‘traditional’ medium, but it gets a new meaning considering its complexity. Mobile, video, social media… during this presentation you will see that not only the online measurement in CEE is well, but also it sets global trends. You’ll find about the regional internet landscape and learn about the development of the industry, which just a decade ago was at the beginning of its fascinating journey.

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2012_05_16_Multi-platform_internet_measurement_Marta_Klepka_Gemius_RoNewMedia_conference

  1. 1. Marta Klepka Global PR & Communications Director Gemius Bucharest, 16.05.2012 Multi-platform internet measurement - the indispensable ignition
  2. 2. About Gemius CEE internet market Key industry trends Multi-platform internet measurement
  3. 3. About Gemius Complexity = research + technology + consulting Our markets CEE internet market Key industry trends Multi-platform internet measurement
  4. 4. About us • a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer behaviour in the digital world • ‘one stop shop’ for everyone who needs to measure the website, plan and deliver effective online campaigns or use the internet as a communication and marketing platform
  5. 5. , JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova. De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) Online audience measurement
  6. 6. About Gemius CEE internet market Market size Market potential Key industry trends Multi-platform internet measurement
  7. 7. Gemius has witnessed the fascinating growth of the internet in CEE region, its advancing popularity, the way it responded to the needs that emerged with the development of the online world and the new questions it’s posing. Filip Pieczynski V-ce President Gemius SA
  8. 8. „Do You CEE?” 2011 report: • 15 CEE markets • Overview of the internet lanscape • Key industry trends • Experts from all around the region For more follow us on: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com
  9. 9. Internet Population (millions of internet users / Dec 2011) • The whole CEE region = nearly 143.5M internet users + 12.1M new IU in 2011! • 38% of the online population out of 15 markets lives in Russia • Big potential of Turkey with 22.5m IU (16%) Source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Belarus: gemiusAudience; Turkey: gemiusAudience; Czech Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: National Institute of Statistics; Slovakia: AIMmonitor - AIM - Mediaresearch & Gemius; Bulgaria: gemiusAudience (data collected using Synovate research); Poland: Megapanel PBI/Gemius; Slovenia: gemiusAudience; Russia: Gemius estimation based on FOM statistics/gemiusAudience Data; Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research), Lithuania: gemiusAudience; Croatia: gemiusAudience [age groups - CEE: 15+; Russia: 18+; Romania: 14-64; Lithuania: 15-74] 0 10 20 30 40 50 60 Millionsofusers
  10. 10. Internet Population Growth (m of IU, Dec 2010/Dec 2011) -5% 0% 5% 10% 15% 20% 25% 30% (10) - 10 20 30 40 50 60 Growth2011-2010 Millionsofusers December 2010 December 2011 growth 2011-2010 Source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Turkey: gemiusAudience; Czech Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: Mercury Research; Slovakia: AIMmonitor - AIM - Mediaresearch & Gemius; Bulgaria: gemiusAudience (data collected using Synovate research); Poland: Megapanel PBI/Gemius; Slovenia: gemiusAudience; Russia: Gemius estimation based on FOM statistics/gemiusAudience Data; Estonia: gemiusAudience (data collected using TURU - UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: gemiusAudience [age groups - CEE:15+; Russia 18+; Romania 14-64; Lithuania: 15- 74]
  11. 11. Internet Penetration (2010-2011 change) • 11 out 15 countries with over 50% of people online • Highest penetration in Baltic States (66-76%), still far from WE e.g. Denmark (87%) • Greatest improvements in: ― Ukraine - 36% (9 pp) ― Belarus - 22% (9 pp) ― Romania - 10% (4 pp) Source: of data Estonia: Turu-uuringute AS; Lithuania: SKDS; Czech Republic: Mediaresearch; Latvia: RAIT; Slovenia: Valicon; Bulgaria: Synovate; Slovakia: Mediaresearch; Hungary: gemius/Ipsos Fusion Data; Poland: Megapanel PBI/Gemius & netTrack Millward Brown; Croatia: Valicon; Belarus: Factum Bel; Russia: FOM; Turkey: Ipsos KMG - Gemius SA: Internet Audience Measurement, 2011-12; Ukraine: gfk, [age groups - CEE:15+; Lithuania: 15-74; Bulgaria: 15-69; Slovakia: 14+; Croatia: 12+; Belarus: 16+; Russia 18+; Romania: 14-64; Ukraine: 14+] 0% 10% 20% 30% 40% 50% 60% 70% 80% 2010 2011
  12. 12. Broadband penetration 2011 Source of data: Eurostat, 2011. -5% 5% 15% 25% 35% 45% 55% 65% 75% 85% 95%
  13. 13. CEE remains a special region for our network as we can feel energy, innovation, creativity and strong growth in these markets. Alain Heureux IAB Europe President and CEO €
  14. 14. Online adspends as a share of total (2010) Source of data: IAB Europe/IHS Screen Digest/Warc, Ukrainian Advertisement Coalition, TNS LT, 2010 0% 5% 10% 15% 20% 25% 30%
  15. 15. Online adspend (m €/ 2009-2010 change) • Russians, Poles, Turks and Czechs spend the biggest amount of money on internet advertising • Huge potential of Turkish market • Slovakia opens the group of small markets Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; Ukrainian Advertisement Coalition; Piero 97 0 100 200 300 400 500 600 700 800 Million€ 2009 2010
  16. 16. Online adspends 2011 Source of data: Russia: AKAR/IAB (net VAT, including sellers commission); Poland: IAB Poland (gross), Turkey: IAB Turkey (net); Czech Republic: SPIR (gross-ratecard prices); Hungary: IAB Hungary (net); Slovakia (IAB Slovakia ); Ukraine: AdCoalition (net); Bulgaria: IAB (gross – without Facebook and Google); Romania: IAB Romania (net); Estonia: TNS EMOR (net); Latvia: Latvian Advertising Association (net); Lithuania: TNS LT (net); Belarus: ZenithOptimedia (gross) 0 200 400 600 800 1000 1200 Millions€ • Russia get’s even higher share with over 1 billion EUR (~54% growth) • Turkey presents net numbers, so we can expect it will be no. 3 again in AdEx • Ukraine from 25.5M to ~42M; 58% y-o-y growth • Bulgaria and Slovakia – internet is the only growing medium
  17. 17. About Gemius CEE internet market Key industry trends Mobile Video Social media Multi-platform internet measurement
  18. 18. Internet usage is the multi-platform activity. PC/Laptops, Tablets, Smartphones – consumers are connected 24/7 to the Web. New usage patterns and high engagement with social media and video content is only catalysing these changes.
  19. 19. 2012 certainly will be a year of interactive TV and VOD services (…). Launching video and audio stream measurement will help to convince advertisers to use such channels for marketing activities. Andrzej Garapich President of PBI (Polish Internet Studies) $
  20. 20. Video content as the most popular form of e-entertainment – case of YouTube • Reaching almost 75% of internet users in Hungary and 70% in Poland (Dec 2011) • Russia - a leader in the number of visitors on YouTube – almost 22M Real Users in December 2011! Source: of data Megapanel PBI/Gemius, gemiusAudience, gemius/Ipsos Audience Fusion 0% 10% 20% 30% 40% 50% 60% 70% 80% 11.2009 11.2010 11.2011
  21. 21. Online video banners – effective way to interact with consumers Source: of data: gemiusStream 23.05.2011 - 26.06.2011, Lithuania, Carefree Image campaign • Results of the case study conducted with Carefree in Lithuania proved high engagement rate of video materials • The Carefree video seemed to be really involving - almost half of the watched materials were watched till the end (43,2%), which is an impressive result. 0,0 0,5 1,0 1,5 2,0 2,5 3,0 39% 40% 41% 42% 43% 44% 45% 46% 47% 48% 2011.05.30 2011.05.31 2011.06.01 2011.06.02 2011.06.03 2011.06.04 2011.06.05 percentage share of completed materials perviews views pervisitor(cookie) completed materials pervisitor(cookie)
  22. 22. Average CTR per country Source: gemiusDirectEffect, H2 2011 • In-stream ad formats also prove to be one of the most effective in terms of CTR • For pre-roll CTR vary from ~1.9% - 3.4% • Still rich-media and video ads constitute not more than 20% of internet advertising budgets in CEE
  23. 23. Popularity vs. effectiveness of online advertising formats - Romania Source of data: gemiusDirect Effect H2 2011 • Regular banners are still the most frequent used online advertising format in Romania (campaign share of 94.5%) • The highest CTR value is characteristic for more advanced formats – Preroll and Interstitial 94,5% 4,9% 4,6% 3,7% 1,9% 1,7% 1,0% 0,6% 0,00% 1,00% 2,00% 3,00% 4,00% 5,00% 6,00% 7,00% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0% CTR Campaignshare Campaign share Average CTR
  24. 24. Share of ad impressions per sector Source of data: gemiusDirect Effect H2 2011 • Sector of ‘Finance, Insurance and Brokerage’ is the most active online • The average values of CTR for this sector indicate that ads presenting products from this market segment are among the least clickable ones (the exception is Slovakia, where it is no.5 sector in terms of CTR rates) 0% 5% 10% 15% 20% 25% 30% 35% 40% LeisureTime Finance,Insurance,Brokerage Food Finance,Insurance,Brokerage Telecommunications Automotive Finance,Insurance,Brokerage Telecommunications Automotive Telecommunications Trade Finance,Insurance,Brokerage Trade Finance,Insurance,Brokerage LeisureTime LeisureTime Finance,Insurance,Brokerage Food Bulgaria Czech Republic Hungary Poland Romania Slovakia Share of ad impressions
  25. 25. The reason why none of the foreign social media players achieved any astounding results in Runet yet is the fact of a better understating of local needs by the domestic players. Nadir Khabdulin, PR Manager at Odnoklassniki.ru @
  26. 26. Some CEE social networks still attract local audiences Nk.pl (Nasza Klasa) • Less than 1,3m Real Users less than FB in Poland (Dec 2011) • Attracts different audiences than FB • Available on mobile and via apps, incl. popular gaming services • Additional revenue in research Draugiem.lv • Online phenomenon – more popular than FB on a small market • Latvians spent there on av. 22h/month! • Constantly expanding its services — Group shopping — Group watching — Available on mobile and TV sets via application Vk.ru and Odnoklassniki • ~ 20 billion page views monthly, leaving FB far behind (600m). • The Russians interact, share, chat and play using domestic networks. • One investor: Mail.ru Group.
  27. 27. Facebook popularity in the CEE region (Dec 2010 – Dec 2011) Source of data: Socialbakers 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Growth2010-2011 Reach 12.2010 12.2011 growth 2011-2010
  28. 28. Social networking sites in Romania SATI, by BRAT, Traffic measurement, December 2011 0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 12.2010 01.2011 02.2011 03.2011 04.2011 05.2011 06.2011 07.2011 08.2011 09.2011 10.2011 11.2011 12.2011 RUinMillions tpu.ro hi5.com neogen. ro Source: SATI, by BRAT, Traffic measurement, December 2012 – December 2011
  29. 29. Cheap, widely available mobile broadband and skyrocketing number of smartphones on the market makes it safe to predict that 2012 will be the year of mobiles in Latvia. The largest content providers are hurrying to make their sites mobile friendly, producing both mobile apps and mobile websites. Several brands have opted to produce mobile-only content. Andris Blaka Head of M-Group Latvia 
  30. 30. Mobile internet traffic increases significantly Source of data: gemiusTraffic 252% 0% 200% 400% 600% 800% 1000% 1200% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% Growth Mobilepageviewsshareonthe market 12.2010 12.2011 growth 2011-2010
  31. 31. CEE top mobile devices (producers and models) by website-averaged percentage share of page views generated on websites monitored by Gemius; gemiusTraffic, 12.2011 37.6% 21.2% 8.1% 5.5% Signs of change: tablets, smartphones and mobile access to the Web in CEE 17.2% Galaxy GT models 6.4% Galaxy S 1.7% iPad 21.8% iPhone 14.7% C3 1.3% 5230 1.2% Desire 1.5% Wildfire 1% Apple Samsung Nokia HTC Sony Ericsson
  32. 32. About Gemius CEE internet market Key industry trends Multi-platform internet measurement
  33. 33. The great advantage of the Czech online market is the high developed measurement. We can see the breakthrough in multimedia content monitoring and the research of mobile marketing activities, in which the Czech Republic has a prominent position in the region. Tomáš Búřil Director of Sales and Marketing, Centrum Holdings 
  34. 34. Users are multi-tasking – measure all of their activities • Measure all aspects of web browsing: ― Websites ― Streamed content ― On-site elements ― Ads • And interactions ― Views/Clicks/Actions ― Engagement ― Sharing/embedding
  35. 35. Multi-platform internet measurement • One content can be accessed from many platforms or even media channels • Analyze all aspects of the same phenomenon ― Mobile browsing ― Mobile apps ― Mobile sites
  36. 36. Real Users, not cookies or browsers • Real User metric– global innovation • Online audience measurement including: — Online panels — Site-centric measurement — Offline structural data
  37. 37. How does it work?
  38. 38. Thank you! Questions? Global PR & Communications Director Gemius SA marta.klepka@gemius.com Skype: Marta.Klepka Marta Klepka Kontakt: Marta Klepka marta.klepka@gemius.com

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