TV advertising in CEE: Strategies for recession and recovery
Beata Kilkiewicz
IHS Electronics & Media
Kiev, 12 September 2...
IHS Electronics & Media
6,000 people in 30
countries speaking
50 languages
Serve businesses and
governments worldwide from...
IHS Electronics & Media
Our market intelligence product portfolio is the unique combination of 4
strong legacy brands and ...
IHS Electronics & Media
IHS Advertising Research Footprint
• Advertising data and insight
• 39 markets worldwide
• 14 mark...
IHS Electronics & Media
Regional comparison: 2012 TV ad market size,
2012 and 2013 growth
IHS Electronics & Media
Recap: The economy caused advertising crisis
IHS Electronics & Media
2007: When will CEE and WE converge?
IHS Electronics & Media
2012: Will CEE and WE ever converge?
IHS Electronics & Media
Strategies for recession and recovery
IHS Electronics & Media
Strategy One: Multichannel TV
IHS Electronics & Media
TV ad market skewed towards top 2 players
*combined CEE, excl. Russia
IHS Electronics & Media
Multichannel TV in CEE: heterogeneous picture
IHS Electronics & Media
IHS Electronics & Media
Strategy Two: Online
IHS Electronics & Media
Development of online infrastructure in CEE
IHS Electronics & Media
Online advertising gains share in CEE
IHS Electronics & Media
Strategy Three: Pricing
IHS Electronics & Media
Price increases help generating ad revenues
Note: this strategy is a risky one as it may upset adv...
IHS Electronics & Media
Strategy Four: Investment
IHS Electronics & Media
Programming
IHS Electronics & Media
Getting scale through cooperation
• Bundling• Distribution
IHS Electronics & Media
Research and new technologies
IHS Electronics & Media
TV ad recovery will set in helped by macroeconomic
improvement and structural adoptions
IHS Electronics & Media
Conclusions
IHS Electronics & Media
Strategies that will lead to recovery*
Four key strategies:
• Multichannel TV
• Online
• Pricing
•...
IHS Electronics & Media
Thank you!
Beata Kilkiewicz
IHS Electronics & Media
beata.kilkiewicz@ihs.com
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Биата Килькевич - ТВ реклама в Центральной и Восточной Европе: cтратегии экономического спада и восстановления

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Конференция "Телевидение как Бизнес" - это ежегодная встреча телевизионной индустрии. Ведущие телевизионные бренды, лучшие медиаспециалисты и выдающиеся медиаинвесторы в модерируемом потоке дискуссий говорят про актуальный контент, финансы, менеджмент и новейшие медиатехнологии – это однодневная концентрация медиабизнеса в одном месте. tvbusinessconference.com

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Биата Килькевич - ТВ реклама в Центральной и Восточной Европе: cтратегии экономического спада и восстановления

  1. 1. TV advertising in CEE: Strategies for recession and recovery Beata Kilkiewicz IHS Electronics & Media Kiev, 12 September 2013
  2. 2. IHS Electronics & Media 6,000 people in 30 countries speaking 50 languages Serve businesses and governments worldwide from 80% of Global Fortune 500 to SME’s across 180 countries IHS serves international clients in five major areas: energy, product lifecycle, environment, security and electronics & media IHS – A leading global information provider
  3. 3. IHS Electronics & Media Our market intelligence product portfolio is the unique combination of 4 strong legacy brands and world-renowned research prowess… IHS Electronics & Media
  4. 4. IHS Electronics & Media IHS Advertising Research Footprint • Advertising data and insight • 39 markets worldwide • 14 markets in Central and Eastern Europe • Net advertising revenues • TV, online and mobile, newspapers and magazines, out- of-home, radio and cinema
  5. 5. IHS Electronics & Media Regional comparison: 2012 TV ad market size, 2012 and 2013 growth
  6. 6. IHS Electronics & Media Recap: The economy caused advertising crisis
  7. 7. IHS Electronics & Media 2007: When will CEE and WE converge?
  8. 8. IHS Electronics & Media 2012: Will CEE and WE ever converge?
  9. 9. IHS Electronics & Media Strategies for recession and recovery
  10. 10. IHS Electronics & Media Strategy One: Multichannel TV
  11. 11. IHS Electronics & Media TV ad market skewed towards top 2 players *combined CEE, excl. Russia
  12. 12. IHS Electronics & Media Multichannel TV in CEE: heterogeneous picture
  13. 13. IHS Electronics & Media
  14. 14. IHS Electronics & Media Strategy Two: Online
  15. 15. IHS Electronics & Media Development of online infrastructure in CEE
  16. 16. IHS Electronics & Media Online advertising gains share in CEE
  17. 17. IHS Electronics & Media Strategy Three: Pricing
  18. 18. IHS Electronics & Media Price increases help generating ad revenues Note: this strategy is a risky one as it may upset advertisers
  19. 19. IHS Electronics & Media Strategy Four: Investment
  20. 20. IHS Electronics & Media Programming
  21. 21. IHS Electronics & Media Getting scale through cooperation • Bundling• Distribution
  22. 22. IHS Electronics & Media Research and new technologies
  23. 23. IHS Electronics & Media TV ad recovery will set in helped by macroeconomic improvement and structural adoptions
  24. 24. IHS Electronics & Media Conclusions
  25. 25. IHS Electronics & Media Strategies that will lead to recovery* Four key strategies: • Multichannel TV • Online • Pricing • Investment * macro-economy permitting
  26. 26. IHS Electronics & Media Thank you! Beata Kilkiewicz IHS Electronics & Media beata.kilkiewicz@ihs.com

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