Pietele De Internet Zona Baltica, Ad Net,Egidijus Sirvydis, Varsovia 2007

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  • 1. Internet markets in Baltics. Similarities and differences between Baltic countries Egidijus Sirvydis Director Adnet Lithuania                                               
  • 2.
    • Internet markets in Baltics in numbers:
        • Internet users
        • Money
        • Websites
    • Internet advertising go mobile.
    Agenda                                               
  • 3. Internet markets in Baltics in numbers Internet users                                               
  • 4. Internet users in Baltics ( %) Source: TNS Media Intelligence. Estonia: TNS Emor; Latvia: TNS Latvia; Lithuania: TNS Gallup                                                                                                                                                                                                                                      
  • 5. Internet users in Baltics (number of users) Estonia- users in age group 6-74; Lithuania, Latvia- users in age group 15-74 Source: TNS Media Intelligence. Estonia: TNS Emor; Latvia: TNS Latvia; Lithuania: TNS Gallup                                                                                                                                                                                                                                      
  • 6. Penetration is 47% (from total 5.6 Mio inhabitants 15-74 y.o. in Baltics) ‘ In Baltics for young people Internet has become an essential part of daily routine – practically all people aged 10-24 are using Internet and every second person in this age-group is a daily Internet user. Source: TNS Media Intelligence. Estonia: TNS Emor; Latvia: TNS Latvia; Lithuania: TNS Gallup Internet users in Baltics ( %)                                               
  • 7.
    • Similarities:
        • Fast growth of internet users
        • Similar user profile
        • Huge (> 90%) penetration of internet between youth
    Internet users
    • Differences
        • Very big penetration and usage of internet in Estonia (more than 60 % in general audience)
                                                  
  • 8. Internet markets in Baltics in numbers Money                                               
  • 9. Advertising market in Baltics Source: TNS Media Intelligence. Estonia: TNS Emor; Latvia: TNS Latvia; Lithuania: TNS Gallup Baltic total advertising market– 319,5 million EUR in 2006
  • 10. Growth of internet expenditures neto in EUR Advertising market in Baltics Total internet advertising market in Baltics will be ~20 mln. EUR in 2007 Source: TNS Media Intelligence. Estonia: TNS Emor; Latvia: TNS Latvia; Lithuania: TNS Gallup                                                                                                                                                                                                                                      
  • 11. Advertising market in Baltics Source: TNS Media Intelligence. Estonia: TNS Emor; Latvia: TNS Latvia; Lithuania: TNS Gallup Growth of internet advertising market in 2007 1 st half vs. 2006 1 st half                                                                                                                                                                                                                                      
  • 12. Advertising market in Baltics Source: TNS Media Intelligence. Estonia: TNS Emor; Latvia: TNS Latvia; Lithuania: TNS Gallup
  • 13.
    • Similarities:
        • Internet – fastest growing media in all Baltic markets
    Money
    • Differences
        • Estonia 2007 1 st half– internet advertising, with 8 % of market , has bigger share of the market than radio and outdoor!
        • Biggest share of market has TV in Lithuania and Latvia. But in Estonia biggest share has newspapers.
                                                  
  • 14. Internet markets in Baltics in numbers Websites                                               
  • 15. Biggest websites according visiting - september
    • No united measurement system in the market
    • No reliable data about international websites visiting (google.com, youtube.com, etc.)
    • Dominated pricing model – Flat Fee.
    • No possibilities to measure real effect of campaigns in delfi.ee, postimees.ee, because they don’t accept third part technologies
    Estonia Gemius audience 2007 09 Prognosis according TNS-metrix week 38
  • 16. Biggest websites according visiting - september
    • No united measurement system in the market
    • No reliable data about international websites visiting (google.com, youtube.com, etc.)
    • Dominated pricing model – Flat Fee.
    • No possibilities to measure real effect of campaigns in draugiem.lv, delfi.lv, one.lv, tvnet.lv, because they don’t accept third part technologies
    Gemius audience 2007 09 Prognosis Latvia
  • 17. Biggest websites according visiting - september
    • Gemius audience counts almost all most popular websites in Lithuania
    • But no reliable data about international websites visiting (google.com, youtube.com, etc.)
    • Mostly used pricing model CPM. Except delfi.lt and one.lt, which use Flat Fee. Also CPC available in some websites in some positions
    • Almost all websites, except delfi.lt, accept third part technologies
    Gemius audience 2007 09 Lithuania
  • 18.
    • Similarities:
        • In all markets no reliable data about international websites visiting (google.com, youtube.com)
        • No possibilities for clients to get whole, united statistic of campaigns effectiveness, because main websites don’t accept third part technologies
        • In all countries structure of most popular websites more less the same – social networks, news websites, classifieds
    Websites
    • Differences
        • Only in Lithuania one internet research (Gemius audience) data about almost all main players in the market. In Estonia and Latvia still no whole view
        • In Estonia leading search engine is local neti.ee, not google.com
                                                  
  • 19. Internet advertising go mobile.
  • 20.
    • Admobi places advertising banners into carefully selected Lithuanian mobile internet (WAP) sites
    • In Lithuania there are more than 1,2 million subscribers of mobile internet
    • In Admobi.lt network there are 6 categories of sites (including 38 sites and still growing):
      • Sites of mobile operators
      • News, information, business
      • Communication, communities
      • Entertainment, leisure
                                                   Internet advertising go mobile.
  • 21. How looks advertising in
  • 22. Statistics in Number of impressions growing every month. September has over 108 million impressions Chart shows number of clicks per month
  • 23. Conclusions
  • 24.
    • Baltic internet advertising markets develops very fast
    • In all countries, internet is fastest growing media
    • In all countries structure of most popular websites more less the same – social networks, news websites, classifieds
    • In Lithuania launched project of mobile ads –
    Conclusions                                               
  • 25. Thank you! [email_address]