11. EUROPEAN ONLINE ADVERTISING (BLN EUR)
6.3
7%
4.6 0,6
5% 1%
28,1
31%
8.7
9%
24.3
19,3
21%
21.9
24,3
26%
TV
Online
Newspapers
OOH
Radio
Magazines
2011
2012
Cinema
Source: Adex Benchmark 2012, IAB Europe
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12. ONLINE ADSPEND SHARE – EUROPE VS CEE
26%
18%
Europe
CEE
Source Western Europe: Worldwide Ad Spending Forecast, eMarketer, December 2012;
Source CEE: BY: ZenithOptimedia; BG: Piero 97, TV Plan/TNS/GARB; CZ: SPIR, Factum Invenio; EE: TNS Emor; DK: Danske Medier; HU: MRSZ; LV: Latvian association of Advertising; LT: TNS LT; PL: Media House Starlik;
RO: Media Fact Book Romania; RU: RBC Daily, based on ACAR Russia study; SK: TNS Slovakia, IAB Slovakia; UA: Ukrainian Ad Coalition
12
13. ONLINE ADSPEND SHARE - CEE
23%
19%
19%
18%
17%
17%
15%
14%
10%
9%
7%
6%
4%
Hungary Russia
Poland
Turkey
Czech Estonia
Republic
Latvia Romania Lithuania Belarus Ukraine Slovakia Bulgaria
2011
2012
Source:BY: ZenithOptimedia; BG: Piero 97, TV Plan/TNS/GARB; CZ: SPIR, Factum Invenio; EE: TNS Emor; DK: Danske Medier; HU: MRSZ; LV: Latvian association of Advertising; LT: TNS LT; PL: Media House Starlik; RO:
Media Fact Book Romania; RU: RBC Daily, based on ACAR Russia study; SK: TNS Slovakia, IAB Slovakia; UA: Ukrainian Ad Coalition
13
14. ONLINE ADSPEND PER INTERNET USER - EUROPE (EUR)
160
140
120
143
136
120
112
100
80
60
40
20
0
78 76
72 68
63
55 52 51
48 45 43
32
26 23
19 19 17 14
13 11
8
8
5
4
4
2
2
1
Source: Adex Benchmark, 2012, EE: TNS Emor, LV: Latvian association of Advertising, LT: TNS LT, UA: Ukrainian Ad Coalition, RO: Media Fact Book Romania
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26. FINAL NOTES
Online population
Top CEE countries rank Western European average of Internet penetration (75%), Estonia is above it with
80%;
All CEE countries will get in the rank of Internet penetration in Western Europe in Q1, 2014;
CEE countries differ significantly between themselves in terms of Internet penetration and structure of
Internet population;
Online Euros
Hungary leads in terms of online adspend share in CEE; close to Western European average;
Russia, Poland, Czech, Estonia, Latvia running up with online adspend share above 15%;
None of CEE countries is yet reaching average European adspend per Internet user (55 EUR), Czech is
the closest with 45;
26
27. FINAL NOTES
Online devices
Non PC traffic reaches almost 9% in CEE with tablets amounting to 2% and phones to 7%;
Slovakia leads the region with huge 24% share of mobile traffic, followed by 16% in Croatia;
Tablets with share of 3,2% outcompete phones with 2,4% of traffic in Estonia and Russia;
Battle of brands is led by Apple (38%), while Samsung (30%) may catch up Apple in Q1, 2014;
Samsung leads phones (35% vs 21%), while Apple leads tablets (62% vs 22%);
Online Google...or not
Yandex leads search market in Russia (70%) and Belarus (54%), and holds significant position also in
Ukraine (43%) and Moldova (27%);
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