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Multi-platform internet      measurement       - the indispensable              ignitionMarta KlepkaGlobal PR & Communicat...
About GemiusCEE internet marketKey industry trendsMulti-platform internet measurement
About Gemius   Complexity = research + technology + consulting   Our marketsCEE internet marketKey industry trendsMulti-pl...
About us•   a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer    behaviour in ...
Online audience measurement      JIC Standard: Poland, Czech Republic,      Slovakia, Hungary, Slovenia, Turkey,      Isra...
About GemiusCEE internet market   Market size   Market potentialKey industry trendsMulti-platform internet measurement
Gemius has witnessed the fascinatinggrowth of the internet in CEE region, itsadvancing popularity, the way it respondedto ...
„Do You CEE?” 2011 report:                                         For more follow us on:•   15 CEE markets•   Overview of...
Internet Population (millions of internet users / Dec 2011) Millions of users                     60                     5...
Internet Population Growth (m of IU, Dec 2010/Dec 2011)                    60                                             ...
Internet Penetration (2010-2011 change)•   11 out 15 countries with                    80%    over 50% of people online   ...
Broadband penetration 2011    95%    85%    75%    65%    55%    45%    35%    25%    15%    5%    -5%                    ...
CEE remains a special region for ournetwork as we can feel energy,innovation, creativity and strong growthin these markets...
Online adspends as a share of total (2010)30%25%20%15%10%5%0%                                   Source of data: IAB Europe...
Online adspend (m €/ 2009-2010 change)            800                                                                     ...
Online adspends 2011             1200                                                                                     ...
About GemiusCEE internet marketKey industry trends   Mobile   Video   Social mediaMulti-platform internet measurement
Internet usage is the multi-platform activity. PC/Laptops, Tablets,Smartphones – consumers are connected 24/7 to the Web.N...
2012 certainly will be a year of interactiveTV and VOD services (…). Launching videoand audio stream measurement will help...
Video content as the most popular form of e-entertainment– case of YouTube•   Reaching almost 75% of      80%             ...
Online video banners – effective way to interact withconsumers•   Results of the case study      48%                      ...
Average CTR per country•   In-stream ad formats also    prove to be one of the most    effective in terms of CTR•   For pr...
Popularity vs. effectiveness of online advertisingformats - Romania                                                     10...
Share of ad impressions per sector                                    40%•   Sector of ‘Finance,             35%          ...
The reason why none of the foreign socialmedia players achieved any astoundingresults in Runet yet is the fact of a better...
Some CEE social networks still attract local audiences       Nk.pl (Nasza Klasa)           Vk.ru and                    Dr...
Facebook popularity in the CEE region (Dec 2010 – Dec 2011)   Reach   100%                                         100%   ...
Social networking sites in Romania                         4,5        RU in Millions    4                         3,5     ...
Cheap, widely available mobile broadband andskyrocketing number of smartphones on the market                              ...
Mobile internet traffic increases significantly                                 9%                                      12...
Signs of change: tablets, smartphones andmobile access to the Web in CEE                                                  ...
About GemiusCEE internet marketKey industry trendsMulti-platform internet measurement
The great advantage of the Czech online market is thehigh developed measurement. We can see the                           ...
Users are multi-tasking – measure all of their activities                                                      •     Measu...
Multi-platform internet measurement                                      •   One content can be                           ...
Real Users, not cookies or browsers                                      • Real User metric– global                       ...
How does it work?
Thank you!  Questions?Marta Klepka                          Kontakt:Global PR & Communications Director   Marta KlepkaGemi...
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2012_05_16_Marta_Klepka_Gemius_RoNewMedia

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Multi-platform Internet Measurement - The Indispensable Ignition
Latest trends in online research employed by the regional innovator. A glance at the internet industry in CEE, most rapidly developing region in Europe.

Marta Klepka, Global PR&Communications Director, Gemius, Poland

The vital ignition for the development of advertising and research industry in CEE region is multi-platform communication and its measurement. Internet slowly becomes a ‘traditional’ medium, but it gets a new meaning considering its complexity. Mobile, video, social media… during this presentation you will see that not only the online measurement in CEE is well, but also it sets global trends. You’ll find about the regional internet landscape and learn about the development of the industry, which just a decade ago was at the beginning of its fascinating journey.

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2012_05_16_Marta_Klepka_Gemius_RoNewMedia

  1. 1. Multi-platform internet measurement - the indispensable ignitionMarta KlepkaGlobal PR & Communications DirectorGemiusBucharest, 16.05.2012
  2. 2. About GemiusCEE internet marketKey industry trendsMulti-platform internet measurement
  3. 3. About Gemius Complexity = research + technology + consulting Our marketsCEE internet marketKey industry trendsMulti-platform internet measurement
  4. 4. About us• 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 and marketing platform
  5. 5. Online audience measurement JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova. De facto currency: Lithuania, Latvia, , Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia)
  6. 6. About GemiusCEE internet market Market size Market potentialKey industry trendsMulti-platform internet measurement
  7. 7. Gemius has witnessed the fascinatinggrowth of the internet in CEE region, itsadvancing popularity, the way it respondedto the needs that emerged with thedevelopment of the online world and thenew questions it’s posing.Filip PieczynskiV-ce President Gemius SA
  8. 8. „Do You CEE?” 2011 report: For more follow us on:• 15 CEE markets• Overview of the internet lanscape Facebook.com/GemiusGroup• Key industry trends Twitter.com/Gemius• Experts from all around the region Slideshare.net/Gemius_com
  9. 9. Internet Population (millions of internet users / Dec 2011) Millions of users 60 50 • The whole CEE region 40 = nearly 143.5M internet users 30 + 12.1M new IU in 2011! • 38% of the online 20 population out of 15 10 markets lives in Russia • Big potential of Turkey with 0 22.5m IU (16%) Source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Belarus: gemiusAudience; Turkey: gemiusAudience; Czech Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: National Institute of Statistics; Slovakia: AIMmonitor - AIM - Mediaresearch & Gemius; Bulgaria: gemiusAudience (data collected using Synovate research); Poland: Megapanel PBI/Gemius; Slovenia: gemiusAudience; Russia: Gemius estimation based on FOM statistics/gemiusAudience Data; Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research), Lithuania: gemiusAudience; Croatia: gemiusAudience [age groups - CEE: 15+; Russia: 18+; Romania: 14-64; Lithuania: 15-74]
  10. 10. Internet Population Growth (m of IU, Dec 2010/Dec 2011) 60 30%Millions of users Growth 2011-2010 50 25% 40 20% 30 15% 20 10% 10 5% - 0% (10) -5% December 2010 December 2011 growth 2011-2010 Source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Turkey: 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; Russia: Gemius estimation based on FOM statistics/gemiusAudience Data; Estonia: gemiusAudience (data collected using TURU - UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: gemiusAudience [age groups - CEE:15+; Russia 18+; Romania 14-64; Lithuania: 15- 74]
  11. 11. Internet Penetration (2010-2011 change)• 11 out 15 countries with 80% over 50% of people online 70% 2010 2011• Highest penetration in Baltic 60% States (66-76%), still far 50% from WE e.g. Denmark 40% (87%) 30%• Greatest improvements in: 20% 10% ― Ukraine - 36% (9 pp) 0% ― Belarus - 22% (9 pp) ― Romania - 10% (4 pp) Source: of data Estonia: Turu-uuringute AS; Lithuania: SKDS; Czech Republic: Mediaresearch; Latvia: RAIT; Slovenia: Valicon; Bulgaria: Synovate; Slovakia: Mediaresearch; Hungary: gemius/Ipsos Fusion Data; Poland: Megapanel PBI/Gemius & netTrack Millward Brown; Croatia: Valicon; Belarus: Factum Bel; Russia: FOM; Turkey: Ipsos KMG - Gemius SA: Internet Audience Measurement, 2011-12; Ukraine: gfk, [age groups - CEE:15+; Lithuania: 15-74; Bulgaria: 15-69; Slovakia: 14+; Croatia: 12+; Belarus: 16+; Russia 18+; Romania: 14-64; Ukraine: 14+]
  12. 12. Broadband penetration 2011 95% 85% 75% 65% 55% 45% 35% 25% 15% 5% -5% Source of data: Eurostat, 2011.
  13. 13. CEE remains a special region for ournetwork as we can feel energy,innovation, creativity and strong growthin these markets.Alain Heureux €IAB Europe President and CEO
  14. 14. Online adspends as a share of total (2010)30%25%20%15%10%5%0% Source of data: IAB Europe/IHS Screen Digest/Warc, Ukrainian Advertisement Coalition, TNS LT, 2010
  15. 15. Online adspend (m €/ 2009-2010 change) 800 • Russians, Poles, Turks and 2009Million € 700 2010 Czechs spend the biggest 600 amount of money on 500 internet advertising 400 • Huge potential of Turkish market 300 • Slovakia opens 200 the group of small markets 100 0 Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; Ukrainian Advertisement Coalition; Piero 97
  16. 16. Online adspends 2011 1200 •Millions € Russia get’s even higher 1000 share with over 1 billion EUR (~54% growth) 800 • Turkey presents net 600 numbers, so we can expect it will be no. 3 again in AdEx 400 • Ukraine from 25.5M to 200 ~42M; 58% y-o-y growth 0 • Bulgaria and Slovakia – internet is the only growing medium Source of data: Russia: AKAR/IAB (net VAT, including sellers commission); Poland: IAB Poland (gross), Turkey: IAB Turkey (net); Czech Republic: SPIR (gross-ratecard prices); Hungary: IAB Hungary (net); Slovakia (IAB Slovakia ); Ukraine: AdCoalition (net); Bulgaria: IAB (gross – without Facebook and Google); Romania: IAB Romania (net); Estonia: TNS EMOR (net); Latvia: Latvian Advertising Association (net); Lithuania: TNS LT (net); Belarus: ZenithOptimedia (gross)
  17. 17. About GemiusCEE internet marketKey industry trends Mobile Video Social mediaMulti-platform internet measurement
  18. 18. Internet usage is the multi-platform activity. PC/Laptops, Tablets,Smartphones – consumers are connected 24/7 to the Web.New usage patterns and high engagement with social media and videocontent is only catalysing these changes.
  19. 19. 2012 certainly will be a year of interactiveTV and VOD services (…). Launching videoand audio stream measurement will helpto convince advertisers to use suchchannels for marketing activities.Andrzej Garapich $President of PBI (Polish Internet Studies)
  20. 20. Video content as the most popular form of e-entertainment– case of YouTube• Reaching almost 75% of 80% 11.2009 internet users in Hungary 70% 11.2010 and 70% in Poland (Dec 2011) 60% 11.2011 50%• Russia - a leader in the 40% number of visitors on 30% YouTube – almost 22M Real Users in December 2011! 20% 10% 0% Source: of data Megapanel PBI/Gemius, gemiusAudience, gemius/Ipsos Audience Fusion
  21. 21. Online video banners – effective way to interact withconsumers• Results of the case study 48% 3,0 conducted with Carefree in 47% 2,5 Lithuania proved high 46% engagement rate of video 45% 2,0 materials 44% 1,5 43%• The Carefree video seemed 42% 1,0 to be really involving - 41% almost half of the watched 40% 0,5 materials were watched till 39% 0,0 the end (43,2%), which is an 2011.05.30 2011.05.31 2011.06.01 2011.06.02 2011.06.03 2011.06.04 2011.06.05 impressive result. percentage share of completed materials per views views per visitor (cookie) completed materials per visitor (cookie) Source: of data: gemiusStream 23.05.2011 - 26.06.2011, Lithuania, Carefree Image campaign
  22. 22. Average CTR per country• In-stream ad formats also prove to be one of the most effective in terms of CTR• For pre-roll CTR vary from ~1.9% - 3.4%• Still rich-media and video ads constitute not more than 20% of internet advertising budgets in CEE Source: gemiusDirectEffect, H2 2011
  23. 23. Popularity vs. effectiveness of online advertisingformats - Romania 100,0% 94,5% 7,00% 90,0% 6,00%• Regular banners are still the 80,0% most frequent used online 5,00% 70,0% advertising format in Campaign share Romania (campaign share of 60,0% 4,00% CTR 94.5%) 50,0% 40,0% 3,00%• The highest CTR value is 30,0% 2,00% characteristic for more 20,0% advanced formats – Preroll 1,00% 10,0% 4,9% 4,6% 3,7% and Interstitial 1,9% 1,7% 1,0% 0,6% 0,0% 0,00% Campaign share Average CTR Source of data: gemiusDirect Effect H2 2011
  24. 24. Share of ad impressions per sector 40%• Sector of ‘Finance, 35% Share of ad impressions Insurance and Brokerage’ is 30% the most active online 25% 20%• The average values of CTR 15% for this sector indicate that 10% ads presenting products 5% from this market segment 0% are among the least Telecommunications Telecommunications Telecommunications Food Food Automotive Automotive Trade Trade Finance, Insurance, Brokerage Finance, Insurance, Brokerage Finance, Insurance, Brokerage Finance, Insurance, Brokerage Finance, Insurance, Brokerage Finance, Insurance, Brokerage Leisure Time Leisure Time Leisure Time clickable ones (the exception is Slovakia, where it is no.5 sector in terms of CTR rates) Bulgaria Czech Republic Hungary Poland Romania Slovakia Source of data: gemiusDirect Effect H2 2011
  25. 25. The reason why none of the foreign socialmedia players achieved any astoundingresults in Runet yet is the fact of a betterunderstating of local needs by thedomestic players.Nadir Khabdulin, PR Manager at @Odnoklassniki.ru
  26. 26. Some CEE social networks still attract local audiences Nk.pl (Nasza Klasa) Vk.ru and Draugiem.lv • Less than 1,3m Real Odnoklassniki • Online phenomenon Users less than FB in • ~ 20 billion page – more popular than Poland (Dec 2011) views monthly, FB on a small market • Attracts different leaving FB far behind • Latvians spent there audiences than FB (600m). on av. 22h/month! • Available on mobile • The Russians interact, • Constantly expanding and via apps, incl. share, chat and play its services popular gaming using domestic — Group shopping services networks. — Group watching • Additional revenue in • One investor: Mail.ru — Available on mobile research Group. and TV sets via application
  27. 27. Facebook popularity in the CEE region (Dec 2010 – Dec 2011) Reach 100% 100% Growth 2010-2011 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 12.2010 40% 40% 12.2011 30% 30% growth 2011-2010 20% 20% 10% 10% 0% 0% Source of data: Socialbakers
  28. 28. Social networking sites in Romania 4,5 RU in Millions 4 3,5 3 tpu.ro 2,5 2 hi5.com 1,5 1 neogen. ro 0,5 0 12.2010 01.2011 02.2011 03.2011 04.2011 05.2011 06.2011 07.2011 08.2011 09.2011 10.2011 11.2011 12.2011 SATI, by BRAT, Traffic measurement, December 2011 Source: SATI, by BRAT, Traffic measurement, December 2012 – December 2011
  29. 29. Cheap, widely available mobile broadband andskyrocketing number of smartphones on the market makes it safe to predict that 2012 will be the year ofmobiles in Latvia. The largest content providers arehurrying to make their sites mobile friendly, producingboth mobile apps and mobile websites. Several brandshave opted to produce mobile-only content.Andris BlakaHead of M-Group Latvia
  30. 30. Mobile internet traffic increases significantly 9% 1200%Mobile page views share on the 12.2010 Growth 8% 12.2011 1000% 7% growth 2011-2010 6% 800% market 5% 4% 252% 600% 3% 400% 2% 200% 1% 0% 0% Source of data: gemiusTraffic
  31. 31. Signs of change: tablets, smartphones andmobile access to the Web in CEE Nokia HTC Sony Apple Samsung Ericsson 5.5% 8.1% 21.2% 17.2% 37.6% iPad Galaxy GT C3 Desire 21.8% models 1.3% 1.5% 6.4% iPhone 5230 Wildfire 14.7% Galaxy S 1.2% 1% 1.7% CEE top mobile devices (producers and models) by website-averaged percentage share of page views generated on websites monitored by Gemius; gemiusTraffic, 12.2011
  32. 32. About GemiusCEE internet marketKey industry trendsMulti-platform internet measurement
  33. 33. The great advantage of the Czech online market is thehigh developed measurement. We can see the breakthrough in multimedia content monitoring and theresearch of mobile marketing activities, in which theCzech Republic has a prominent position in the region.Tomáš BúřilDirector of Sales and Marketing, Centrum Holdings
  34. 34. Users are multi-tasking – measure all of their activities • Measure all aspects of web browsing: ― Websites ― Streamed content ― On-site elements ― Ads • And interactions ― Views/Clicks/Actions ― Engagement ― Sharing/embedding
  35. 35. Multi-platform internet measurement • One content can be accessed from many platforms or even media channels • Analyze all aspects of the same phenomenon ― Mobile browsing ― Mobile apps ― Mobile sites
  36. 36. Real Users, not cookies or browsers • Real User metric– global innovation • Online audience measurement including: — Online panels — Site-centric measurement — Offline structural data
  37. 37. How does it work?
  38. 38. Thank you! Questions?Marta Klepka Kontakt:Global PR & Communications Director Marta KlepkaGemius SA marta.klepka@gemius.commarta.klepka@gemius.comSkype: Marta.Klepka

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