2011_10_26_Do_you_CEE_Marta_Klepka_Gemius_Webit_conference
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‘Do you CEE?’ report prepared by Gemius is the key publication for all industry experts in the region. Between 2010 and 2011 edition, International Marketing Director, Marta Klepka presents ...

‘Do you CEE?’ report prepared by Gemius is the key publication for all industry experts in the region. Between 2010 and 2011 edition, International Marketing Director, Marta Klepka presents updated landscape of the internet in CEE. Which are the key countries for the industry in 2011? What kind of characteristic changes & reshuffles have been observed during the past year? What kind of knowledge base does a potential investor need not only to enter but also to conquer a new market? Use the set of internet best practices & business intelligence solutions to grow your business online

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2011_10_26_Do_you_CEE_Marta_Klepka_Gemius_Webit_conference 2011_10_26_Do_you_CEE_Marta_Klepka_Gemius_Webit_conference Presentation Transcript

  • Do You CEE? The internet and online advertising market in Central and Eastern Europe. MARTA KLEPKA Sofia, 26.10.2011
  • DO YOU CEE The internet and online advertising market in Central and Eastern Europe • 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 channel About us
  • DO YOU CEE The internet and online advertising market in Central and Eastern Europe JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus. De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) Gemius as the currency in online measurement
  • DO YOU CEE The internet and online advertising market in Central and Eastern Europe Do You CEE? The internet and online advertising market in Central and Eastern Europe.
  • DO YOU CEE The internet and online advertising market in Central and Eastern Europe Size Potential Highlights Adspends Formats Social Mobile Video Size
  • Market size// internet population in the CEE region (June 2011); source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: 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: gemusAudience; Turkey: IpsosKMG (data for July 2011); Russia: Gemius estimation based on FOM statistics/gemiusFusion Data; Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: Gemius/Valicon; Belarus: gemiusAudience; Romania: Euromonitor; Bosnia: gemiusAudience; Serbia: www.internetworldstats.com (June 2010) [age groups – Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia,Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74] INTERNET POPULATION (mm internet users / 2011) The largest pure CEE markets: Russia (53.7 million internet users) Poland (18.9 million internet users) Turkey comes second in this ranking (24.5 million internet users) 0 10 20 30 40 50 60 Millions June 2010 June 2011
  • Market size// INTERNET POPULATION(2010-2011 growth) whole CEE +16 million new internet users Ukraine= fastest growing market: 44% increase in the number of internet users internet population in the CEE region – growth (June 2010 – June 2011); source of data: Hungary: gemius/Ipsos Fusion Data; Latvia: 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; Turkey: Ipsos KMG; Russia: Gemius estimation based on FOM statistics/gemiusFusion Data;Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: Gemius/Valicon; Belarus: gemiusAudience; Romania: Euromonitor; Bosnia: gemiusAudience; [age groups – Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia, Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74] 0% 10% 20% 30% 40% 50%
  • Market size// INTERNET PENETRATION (2010-2011 change) Smallest markets the highest penetration level Eastern markets the lowest penetration level Belarus the greatest improvement: +16 percentage points Internet penetration in the CEE region (2010 – 2011); source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: 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; Turkey: Ipsos KMG; Russia: Gemius estimation based on FOM statistics/gemiusFusion Data; Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: Gemius/Valicon; Belarus: gemiusAudience; Romania: Euromonitor; Bosnia: gemiusAudience; Serbia: www.internetworldstats.com (June 2010) [age groups – Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia, Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74] 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2010 2011
  • Market size// BROADBAND PENETRATION Data source: Eurostat 0 5 10 15 20 25 30 35 40 45 Brodbandconnectionsper100inhabitants Broadband penetration 2010 Only a few CEE markets reach the EU average when it comes to broadband penetration. Some CEE markets are still much worse in these terms than even the worst Western markets. 2009 2010
  • DO YOU CEE The internet and online advertising market in Central and Eastern Europe Size Potential Adspends Formats $ Social Mobile Video Potential Adspends $ Highlights
  • Market potential// ONLINE ADSPENDS (mm € / 2009-2010 change) Russians, Poles and Czechs spend the biggest amount of money on internet advertising Slovakia opens the group of small markets Data source: online adpends in the CEE region (2009-2010); source of data: IAB Europe, TNS LT, SPIR, ZenithOptimedia, Gemius. All countries except for Ukraine, Belarus and Serbia: gross values € 0 € 100 € 200 € 300 € 400 € 500 € 600 € 700 € 800 Millions 2009 2010
  • Market potential// 0 10 20 30 40 50 60 ONLINE ADSPENDS PER INTERNET USER (€ / 2010) Within the ranking of online adspends per user, the Czech Republic is the undisputed leader the least money per average user last year was spent in Serbia (2,04€) Data source: online adpends per internet user in the CEE region (2010); source of data: IAB Europe, TNS LT, SPIR, ZenithOptimedia, Gemius. All countries except Ukraine, Belarus and Serbia: gross values
  • Market potential// ONLINE AS SHARE OF TOTAL Data source: ZenithOptimedia Group, AEF July 2011 The share of online in the total adspend in CEE countries is much lower than in most countries of Western Europe. Still, it is comparable or higher than in the Mediterranean markets, with Portugal serving the best example. 0% 5% 10% 15% 20% 25% 30% 35%
  • DO YOU CEE The internet and online advertising market in Central and Eastern Europe Size Potential Adspends Formats $ Social Mobile Video Potential Formats Highlights
  • Market potential// Analysed Ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.) Source: gemiusDirectEffect 2011 H1 Share of campaigns using specific ad formats 53,0% 9,1% 7,4% 95,5% 6,9% 5,7% 2,0% 1,4% 88,1% 0,9% 0,6% 36,8% 13,0% 9,9% 6,2% 1,3% 0,7% Regular Banners Preroll Expand Regular Banners Toplayer Expand Brandmark Preroll Regular Banners Expand Brandmark Regular Banners Preroll Toplayer Expand Pop-up/Pop-under Brandmark SlovakiaHungaryCzechRep.Poland
  • Market potential// Average CTR of specific ad formats Analysed Ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.) Source: gemiusDirectEffect 2011 H1 0,28% 3,27% 1,52% 0,19% 4,20% 0,26% 2,31% 3,01% 0,20% 0,10% 1,16% 0,19% 1,54% 1,64% 0,50% 0,72% 0,82% Regular Banners Preroll Expand Regular Banners Toplayer Expand Brandmark Preroll Regular Banners Expand Brandmark Regular Banners Preroll Toplayer Expand Pop-up/Pop-under Brandmark SlovakiaHungaryCzechRep.Poland
  • Market potential// Share of ad impressions by sector – Czech Rep. gemiusAdMonitor Source: gemiusDirectEffect 2011 H1 3 top industries are almost the same in all the measured countries: -Finance -Telecommunications - Automotive -Only in Poland car industry was overtook by Entertainment/Trade and Personal Care/ Hygiene 29,2% 18,8% 10,8% 5,8% 5,6% 5,4% 4,9% 3,1% 2,3% 1,9% 1,5% 1,4% 1,2% 0,6% 0,1% 7,3% Finance, Insurance, Brokerage Telecommunications Automotive Clothing & Accessories Travel, Tourism, Hotels & Restaurants Food Trade Personal Care and Hygiene Household Products Pharmaceuticals Beverages and Alcohol Household Equipment, Furniture And Decorations Computers and Audio Video Real Estate Leisure Time Other
  • DO YOU CEE The internet and online advertising market in Central and Eastern Europe Size Potential Highlights Adspends Formats Social Mobile Video Highlights Video
  • Market highlights// At present, the biggest part of the current network traffic is video And still growing! In Central and Eastern Europe, Internet video traffic will account for 47% of all consumer Internet traffic in 2015, up from 27% in 2010. Data source: Cisco VNI 2010 VIDEO ADSPENDS
  • Market highlights// Scandinavian countries have seen the biggest development when it comes to online video ads. Nevertheless, Poland and Slovakia - typical CEE countries - are not falling far behind in terms of online video market size. Data source: IAB Europe, AdEx 2010 VIDEO ADSPENDS 0% 100% 200% 300% 400% 500% Norway Sweden Poland Spain UK Video spend increase 2009-2010 0% 2% 4% 6% 8% 10% Sweden UK Slovakia Netherlands Poland Norway Spain Romania Video spend as % of online display
  • DO YOU CEE The internet and online advertising market in Central and Eastern Europe Size Potential Highlight s Adspends Formats Social Mobile Video Highlights Mobile
  • Market highlights// Globally, mobile data traffic will increase 26 times between 2010 and 2015. Mobile video traffic will exceed 50 percent for the first time in 2011. Mobile network connection speeds doubled in 2010. Source: Cisco, „Visual Networking Index – Global Mobile Data Traffic Forecast Update, 2010-2015” (February 2011). Global mobile data traffic by type (petabytes per month) Mobile internet: how big is it?
  • Market highlights// CEE – share of page views generated by visitors using mobile devices and PC computers Mobile internet: how big is it? 1,5%Hungary Page views - mobile devices 2,10 % Czech Republic 4,16 % Slovakia 7,21 % Denmark 1,96 % Ukraine0,7%Bulgaria Source of data: Gemius, gemiusTraffic (August 2011).
  • Market highlights// 0 5 000 10 000 15 000 2009 2010 2011 2012 Mobile search advertising Mobile display advertisings Mobile message advertising Source: eMarketer (March 2008). Total mobile adspends (mm$) 2007 2,695 2008 4,586 2009 7,375 2010 11,179 2011 15,250 2012 19,149 Mobile internet advertising spending worldwide: which formats? 2007-2012 (in millions)
  • Market highlights// Source: Gemius, gemiusTraffic: Czech Republic, Bulgaria, Slovakia, Slovenia, Hungary, Poland, Russia, Ukraine (26.09.2011– 02.10.2011). CEE – top 5 mobile devices (models) by website-averaged percentage share of page views generated on websites monitored by Gemius 21.1% Apple iPad 13.9% Apple iPhone 2.6% 2.2% 1.9% SamsungGT-i9000 (GalaxyS) SamsungGT-i9100 (GalaxySII) Preferences of mobile internet users: devices HTCDesire
  • Market highlights// Source: Gemius, gemiusTraffic: Slovenia, Czech Republic, Slovakia, Poland, Russia, Ukraine, Bulgaria, Hungary (January 2011-September 2011). ) CEE – growth of average share of page views generated by iPad among all mobile page views iPad – the big boost… 12.64% 13.37% 13.84% 14.90% 16.45% 17.60% 18.50% 19.69% 20.62% 0% 5% 10% 15% 20% 25% 01.2011 02.2011 03.2011 04.2011 05.2011 06.2011 07.2011 08.2011 09.2011 previous month ∆ (current month, previous month)
  • Market highlights// The website-averaged percentage share of page views generated from iPad and iPhone on the selected markets 0% 5% 10% 15% 20% 25% 30% 35% 40% Apple iPad, Q3 2011 Apple iPhone, Q3 2011 Source: Gemius, gemiusTraffic, Hungary, Denmark, Czech Republic, Bulgaria, Poland, Russia, Slovenia, Slovakia, Ukraine, Q3 2011.
  • DO YOU CEE The internet and online advertising market in Central and Eastern Europe Size Potential Highlights Adspends Formats Social Mobile Video Highlights Social
  • Market highlights// FACEBOOK USERS IN EUROPE (mm users / 2011) Surprisingly, Turkey is Facebook’s biggest European market Former East-block markets still have a growth potential for Facebook but local players remain strong. Data source: www.socialbakers.com 0 5 10 15 20 25 30 35 April 2011 October 2011
  • Market highlights// 0 5 10 15 20 25 FACEBOOK USERS GROWTH IN THE LAST 6 MONTHS (%) The Facebook’s pace of growth is by far stronger in the east than in the west. In Russia domestic social networks prevail. Data source: www.socialbakers.com
  • Market highlights// SOCIAL NETWORKS - Poland The Polish giant, nk.pl, managed to maintain a stable position for a year. On the other hand, Facebookis rapidly gaining popularity – in a year it gained almost 50% users. We will surely know the winner in 2012. Data source: Megapanel PBI/Gemius 0 2 4 6 8 10 12 14 MillionsRU Poland - clash of the social titans nk.pl Group facebook.com
  • Market highlights// Source of data: NetMonitor – SPIR/Mediaresearch/Gemius In the Czech Republic, the popularity of the domestic social networks is on a decrease. According to Socialbakers, Facebook gained more than 200,000 Czech users in 5 months and is now reaching 3.5 mio. users. SOCIAL NETWORKS – Czech Republic 0,0 0,2 0,4 0,6 0,8 1,0 1,2 1,4 1,6 1,8 2,0 MillionsRU Social networks in Czech Republic blog.cz lide.cz spoluzaci.cz idnes.cz-Rajce.net libimseti.cz
  • Market highlights// Data source: Gemius Hungary Kft. & Ipsos, gemius/Ipsos Audience In Hungary, Facebook attracted more users than Iwiw already in September 2010 and has since then gradually continued to gain audience, while Iwiwlost 20% users in one year. SOCIAL NETWORKS - Hungary 0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5 4,0 MillionsRU Hungarian social giants' war facebook.com iwiw.hu
  • Market highlights// GOOGLE+ • Cost to build Google+ - 585 million USD • 500 employees engaged in the project • 50 million users in 88 days • Mark Zuckerberg is the most popular person on Google + (almost 600,000 contacts) Data source: Identyme.com
  • THANK YOU Contact:Join us @: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/WwwGemiusCom Marta Klepka International Marketing Director marta.klepka@gemius.com