0
DATA AUDIENCE TARGETING

DATA AUDIENCE TARGETING

RTB growth in Central &
Eastern Europe 2011-2016

in the context of WW &...
Good News

SHARE OF DIGITAL IN AD SPENDING IS GROWING

WWW.CRIMTAN.COM

33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital Ad Spending Worldwide as a % of Total
Media Ad Spending, by Region, 2011-2016
35

30

25

20
North America
Western...
Net revenue of leading display
advertising sellers in the U.S. 2012

5.00
4.50
4.00
3.50
3.00

2011
2.50

2012
2013

2.00
...
Digital advertising
spending in UK $B
14.00

12.00

10.00
Search

8.00

Display**
Classifieds

6.00

Lead generation
E-mai...
Display Share % of Total Advertising Expenditure
2010-2014
16

14

12

10
2010
2011

8

2012
2013

6

2014
4

2

0
Czech

...
Good News

CEE IS DRIVING DIGITAL GROWTH IN EUROPE

WWW.CRIMTAN.COM

33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital adspend in CEE is growing at an extremely rapid rate of

+28% in 2013. Digital media is the second most popular
me...
Digital Ad Spending Growth %
2010-2016
160
140

9
13

120

15.5

100
80

12.4
60
40
20

17.3

6.8
9

13.8
16.5

18.9
6.6
7...
Online growth WE & CEE
2011/2012
26.6
24
19.7
19
14

Nominal GDP

11.5
9.1

9

All media (no online)
Online
All media

4
-...
Good News

RTB – MAINSTREAM IN WE, BUZZ IN CEE

WWW.CRIMTAN.COM

33 CATHERINE PLACE | LONDON | SW1E 6DY
Programmatic buying is one of the key drivers reshaping our industry. In the
US, about 1/3 of all display campaigns are al...
Programmatic share (% of display-related transactions) 2017
90

83

80

70

60

60

59

56

50

40

33

31

Germany

Spain...
RTB % share of Display by Country
2010-2017
45
40
35

30

30
25

25

23

21

27

26

US Forester

21

US IDC

20

16

13

...
Publisher reticence will change in countries like Mexico and
Brazil, but it will take a year or two. After all, publishers...
RTB digital display ad spending CEE vs France $M

300.00

258.60
249.60

250.00

197.00

200.00

151.20

150.00

140.30

C...
RTB-based Display Ad
Spending CEE, $M
140

120

100

80
Russia
Rest of CEE

60

40

20

0

2010

2011

2012

2013

2014

2...
Bad News,

IN CEE WE ARE TALKING ABOUT DIFFERENT SCALE
…but we are used to it.

WWW.CRIMTAN.COM

33 CATHERINE PLACE | LOND...
Online advertising spending in Europe $B
2010-2016
45.00
40.00
35.00
30.00
25.00
Eastern Europe

20.00

Vestern Europe

15...
Digital Ad Spending per Internet User $
2011-2016
250

200

150

North America
Western Europe

100

Eastern Europe

50

0
...
Digital adspend CEE by country
2008-2012
600

500

400
2008
2009

300

2010
2011
2012

200

100

0

Poland

Czech Republic...
CEE online spending per capita € / online adspend €M
2011
50

46

45
40

35
30

26

25

24

23

20

17

15

8.8

10

8.7

...
Advertising Expenditure Baltic Trend €M
2000-2012
450

30

400

20

350

10

300
0
250
-10
200
-20
150
-30

100

50

-40

...
Digital Advertising Expenditure $M
25

20

15
Estonia
Latvia
10

Lithuania

5

0

2010

2011

2012

2013

2014

AEGIS GLOB...
Digital Advertising Expenditure Year on Year % Growth
2010-2014
30

25

20

15

10

5

0

Estonia %

Latvia %

Lithuania %...
Smaller countries start to catch on to display advertising
value. Some countries with limited online populations didn’t
ex...
Display share of Digital adspend
100.00%
90.00%

Portugal

80.00%
70.00%

Poland

60.00%

Finland

Czech Republic

50.00%
...
Growth of real GDP 2013
Latvia
Lithuania
Romania
Poland
Estonia
Czech Republic
Slovakia
Hungary
Bulgaria
Ireland

If those...
Digital Share % of Total Advertising Expenditures
2010-2014
45.0

40.0

UK

35.0

30.0

Ireland

Czech Republic
Hungary Ru...
Latvia: Digital media share to increase over the next three years
Lithuania: Online will become the second largest media
E...
DATA AUDIENCE TARGETING

CONTACT
Guntis Stirna
gstirna@crimtan.com
www.crimtan.com
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RTB growth perspectives in CEE 2010-2016

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Extract of market overviews and forecasts 2011-2013 on the development of digital > display > programmatic buying World Wide > Western Europe > Central & Eastern Europe > Baltics

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Transcript of "RTB growth perspectives in CEE 2010-2016"

  1. 1. DATA AUDIENCE TARGETING DATA AUDIENCE TARGETING RTB growth in Central & Eastern Europe 2011-2016 in the context of WW & European digital adspend
  2. 2. Good News SHARE OF DIGITAL IN AD SPENDING IS GROWING WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  3. 3. Digital Ad Spending Worldwide as a % of Total Media Ad Spending, by Region, 2011-2016 35 30 25 20 North America Western Europe 15 Eastern Europe 10 5 0 2011 2012 2013 2014 2015 2016 www.eMarketer.com WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  4. 4. Net revenue of leading display advertising sellers in the U.S. 2012 5.00 4.50 4.00 3.50 3.00 2011 2.50 2012 2013 2.00 2014 1.50 1.00 0.50 0.00 Facebook Google Yahoo! Microsoft AOL Source: http://www.statista.com WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  5. 5. Digital advertising spending in UK $B 14.00 12.00 10.00 Search 8.00 Display** Classifieds 6.00 Lead generation E-mail*** 4.00 2.00 1.52 1.82 2.03 2.24 2.53 2.85 3.13 0.00 2010 2011 2012* 2013* 2014* 2015* 2016* Source: http://www.statista.com WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  6. 6. Display Share % of Total Advertising Expenditure 2010-2014 16 14 12 10 2010 2011 8 2012 2013 6 2014 4 2 0 Czech Hungary Finland Slovakia Portugal UK Ireland Poland France Russia Republic AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  7. 7. Good News CEE IS DRIVING DIGITAL GROWTH IN EUROPE WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  8. 8. Digital adspend in CEE is growing at an extremely rapid rate of +28% in 2013. Digital media is the second most popular medium behind TV with 22% share of spend http://www.aegismedia.com (Sept.2013) WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  9. 9. Digital Ad Spending Growth % 2010-2016 160 140 9 13 120 15.5 100 80 12.4 60 40 20 17.3 6.8 9 13.8 16.5 18.9 6.6 7.7 10 11 38.4 10.6 21.5 13.9 15.6 15.5 North America Western Europe 32.7 0 Eastern Europe www.eMarketer.com WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  10. 10. Online growth WE & CEE 2011/2012 26.6 24 19.7 19 14 Nominal GDP 11.5 9.1 9 All media (no online) Online All media 4 -1 -6 WE CEE Source: Adex Benchmark 2012, EUROPEAN ONLINE ADVERTISING EXPENDITURE WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  11. 11. Good News RTB – MAINSTREAM IN WE, BUZZ IN CEE WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  12. 12. Programmatic buying is one of the key drivers reshaping our industry. In the US, about 1/3 of all display campaigns are already bought through RTB and algorithmic type of technologies. Europe, driven by its Western European markets, will experience a similar growth in the next three to five years. This change is, literally, a fundamental one. It will progressively span across all digital channels – and beyond, as offline media are increasingly turning digital – to become the standardised way of trading media: after search, display and video, the frontier today is mobile. TV, radio and outdoor will be next in line. Marc Panic, COO, GroupM Interaction EMEA Source: Adex Benchmark 2012, EUROPEAN ONLINE ADVERTISING EXPENDITURE WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  13. 13. Programmatic share (% of display-related transactions) 2017 90 83 80 70 60 60 59 56 50 40 33 31 Germany Spain 30 20 10 0 US Nedtherlands UK France Source: MAGNA GLOBAL 2013 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  14. 14. RTB % share of Display by Country 2010-2017 45 40 35 30 30 25 25 23 21 27 26 US Forester 21 US IDC 20 16 13 15 13.5 UK 16 Germany 11 10 7.8 US eMarketer France 6.5 5 3 0.8 0 2010 2011 2012 2013 2014 2015 2016 2017 Source: IDC 2011 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  15. 15. Publisher reticence will change in countries like Mexico and Brazil, but it will take a year or two. After all, publishers in the US and Europe warmed up slowly to RTB, and are only beginning to offer their more premium impressions into exchanges now. November 19, 2013. Source: http://www.adexchanger.com WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  16. 16. RTB digital display ad spending CEE vs France $M 300.00 258.60 249.60 250.00 197.00 200.00 151.20 150.00 140.30 CEE France 106.40 100.00 67.30 66.70 50.00 26.90 7.00 0.00 2012 2013 2014 2015 2016 Source: http://www.statista.com WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  17. 17. RTB-based Display Ad Spending CEE, $M 140 120 100 80 Russia Rest of CEE 60 40 20 0 2010 2011 2012 2013 2014 2015 2016 2017 Source: IDC 2011 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  18. 18. Bad News, IN CEE WE ARE TALKING ABOUT DIFFERENT SCALE …but we are used to it. WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  19. 19. Online advertising spending in Europe $B 2010-2016 45.00 40.00 35.00 30.00 25.00 Eastern Europe 20.00 Vestern Europe 15.00 10.00 5.00 2.25 3.60 4.68 5.73 6.62 7.48 8.15 0.00 2010 2011 2012* 2013* 2014* 2015* 2016* Source: IDC 2011 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  20. 20. Digital Ad Spending per Internet User $ 2011-2016 250 200 150 North America Western Europe 100 Eastern Europe 50 0 2011 2012 2013 2014 2015 2016 www.eMarketer.com WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  21. 21. Digital adspend CEE by country 2008-2012 600 500 400 2008 2009 300 2010 2011 2012 200 100 0 Poland Czech Republic Hungary Slovakia Slovenia Bulgaria Croatia Romania Serbia Source: Do You CEE? The overview of the Central and Eastern Europe internet market in 2011 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  22. 22. CEE online spending per capita € / online adspend €M 2011 50 46 45 40 35 30 26 25 24 23 20 17 15 8.8 10 8.7 8 3 5 3 0 Czech Poland republic Slovenia Hungary Slovakia Baltics Bulgaria Croatia Ukraine Romania (EE,LV,LT) Source: Do You CEE? The overview of the Central and Eastern Europe internet market in 2011 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  23. 23. Advertising Expenditure Baltic Trend €M 2000-2012 450 30 400 20 350 10 300 0 250 -10 200 -20 150 -30 100 50 -40 0 -50 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Source: TNS Emor WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  24. 24. Digital Advertising Expenditure $M 25 20 15 Estonia Latvia 10 Lithuania 5 0 2010 2011 2012 2013 2014 AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  25. 25. Digital Advertising Expenditure Year on Year % Growth 2010-2014 30 25 20 15 10 5 0 Estonia % Latvia % Lithuania % -5 AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  26. 26. Smaller countries start to catch on to display advertising value. Some countries with limited online populations didn’t experience early growth in display advertising, but that’s changed. Portugal, Greece, and Ireland will have the fastest compound annual growth rate of their display budgets, all more than 16% from 2011 to 2016. Source: Digital Media Buying Forecast, 2012-2017, Forrester WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  27. 27. Display share of Digital adspend 100.00% 90.00% Portugal 80.00% 70.00% Poland 60.00% Finland Czech Republic 50.00% Hungary Slovakia 40.00% Ireland France 30.00% Russia UK 20.00% 10.00% 0.00% 2010 2011 2012 2013 2014 AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  28. 28. Growth of real GDP 2013 Latvia Lithuania Romania Poland Estonia Czech Republic Slovakia Hungary Bulgaria Ireland If those guys get mention by Forrester we have some future too Croatia Portugal Slovenia Greece -5 -4 -3 -2 -1 0 1 2 3 4 Source: Eurostat WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY 5
  29. 29. Digital Share % of Total Advertising Expenditures 2010-2014 45.0 40.0 UK 35.0 30.0 Ireland Czech Republic Hungary Russia Slovakia 25.0 France Finland 20.0 Estonia Latvia 15.0 Poland Lithuania Romania 10.0 Portugal 5.0 0.0 2010 2011 2012 2013 2014 AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  30. 30. Latvia: Digital media share to increase over the next three years Lithuania: Online will become the second largest media Estonia: Local main portals have reached their potential visitor numbers and are looking to create new advertising sales models Source: AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013 WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
  31. 31. DATA AUDIENCE TARGETING CONTACT Guntis Stirna gstirna@crimtan.com www.crimtan.com Follow:
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