Do You CEE? The internet and online advertising market in Central and Eastern Europe

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‘Do you CEE?’ report prepared by Gemius is the key publication for all industry experts in the region. Between 2010 and 2011 edition, International Marketing Director, Marta Klepka presents updated landscape of the internet in CEE. Which are the key countries for the industry in 2011? What kind of characteristic changes & reshuffles have been observed during the past year? What kind of knowledge base does a potential investor need not only to enter but also to conquer a new market? Use the set of internet best practices & business intelligence solutions to grow your business online

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Do You CEE? The internet and online advertising market in Central and Eastern Europe

  1. 1. Do You CEE?The internet andonline advertisingmarket in Centraland EasternEurope.MARTA KLEPKASofia, 26.10.2011
  2. 2. 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 channel DO YOU CEE The internet and online advertising market in Central and Eastern Europe
  3. 3. Gemius as the currency in online measurement JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus. De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) DO YOU CEE The internet and online advertising market in Central and Eastern Europe
  4. 4. Do You CEE?The internet andonline advertisingmarket in Centraland EasternEurope. DO YOU CEE The internet and online advertising market in Central and Eastern Europe
  5. 5. Size Potential Highlights Adspends Video Formats Mobile Social DO YOU CEE The internet and online advertising market in Central and Eastern Europe
  6. 6. // Market sizeINTERNET POPULATION (mm internet users / 2011) The largest pure CEE markets: 60 Millions Russia 50 (53.7 million internet users) 40 Poland (18.9 million internet 30 users) June 2010 June 2011 20 Turkey 10 comes second in this ranking 0 (24.5 million internet users) internet population in the CEE region (June 2011); source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: 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: gemusAudience; Turkey: IpsosKMG (data for July 2011); Russia: Gemius estimation based on FOM statistics/gemiusFusion Data; Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: Gemius/Valicon; Belarus: gemiusAudience; Romania: Euromonitor; Bosnia: gemiusAudience; Serbia: www.internetworldstats.com (June 2010) [age groups – Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia,Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74]
  7. 7. // Market sizeINTERNET POPULATION (2010-2011 growth) 50% whole CEE +16 million new 40% internet users 30% Ukraine= fastest 20% growing market: 44% increase 10% in the number of internet users 0% internet population in the CEE region – growth (June 2010 – June 2011); source of data: Hungary: gemius/Ipsos Fusion Data; Latvia: 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; Turkey: Ipsos KMG; Russia: Gemius estimation based on FOM statistics/gemiusFusion Data;Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: Gemius/Valicon; Belarus: gemiusAudience; Romania: Euromonitor; Bosnia: gemiusAudience; [age groups – Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia, Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74]
  8. 8. // Market sizeINTERNET PENETRATION (2010-2011 change) Smallest markets 90% the highest penetration 80% level 70% 60% 50% Eastern markets 40% 2010 the lowest penetration 30% 2011 level 20% 10% 0% Belarus the greatest improvement: +16 percentage points Internet penetration in the CEE region (2010 – 2011); source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: 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; Turkey: Ipsos KMG; Russia: Gemius estimation based on FOM statistics/gemiusFusion Data; Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: Gemius/Valicon; Belarus: gemiusAudience; Romania: Euromonitor; Bosnia: gemiusAudience; Serbia: www.internetworldstats.com (June 2010) [age groups – Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia, Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74]
  9. 9. // Market sizeBROADBAND PENETRATION Broadband penetration 2010 Brodband connections per 100 inhabitants 45 40 35 30 25 20 15 10 5 0 2009 2010 Only a few CEE markets reach Some CEE markets are still much the EU average when it comes to worse in these terms than even broadband penetration. the worst Western markets. Data source: Eurostat
  10. 10. Size Potential Highlights $ Adspends Video Formats Mobile Social DO YOU CEE The internet and online advertising market in Central and Eastern Europe
  11. 11. // Market potentialONLINE ADSPENDS (mm € / 2009-2010 change) € 800 Russians, Poles Millions € 700 and Czechs spend € 600 the biggest amount € 500 of money on € 400 internet advertising 2009 € 300 2010 € 200 Slovakia opens € 100 the group of small €0 markets Data source: online adpends in the CEE region (2009-2010); source of data: IAB Europe, TNS LT, SPIR, ZenithOptimedia, Gemius. All countries except for Ukraine, Belarus and Serbia: gross values
  12. 12. // Market potentialONLINE ADSPENDS PER INTERNET USER(€ / 2010) 60 Within the ranking of online adspends per 50 user, the Czech 40 Republic is the 30 undisputed leader 20 the least money 10 per average user last year was spent in 0 Serbia (2,04€) Data source: online adpends per internet user in the CEE region (2010); source of data: IAB Europe, TNS LT, SPIR, ZenithOptimedia, Gemius. All countries except Ukraine, Belarus and Serbia: gross values
  13. 13. // Market potentialONLINE AS SHARE OF TOTAL 35% The share of online in 30% the total adspend in CEE countries is 25% much lower than 20% in most countries of Western Europe. 15% 10% Still, it is comparable 5% or higher than in the Mediterranean 0% markets, with Portugal serving the best example. Data source: ZenithOptimedia Group, AEF July 2011
  14. 14. Size Potential Highlights $ Adspends Video Formats Mobile Social DO YOU CEE The internet and online advertising market in Central and Eastern Europe
  15. 15. // Market potentialShare of campaigns using specific ad formats Regular Banners 53,0% Slovakia Preroll 9,1% Expand 7,4% Regular Banners 95,5% Toplayer 6,9% Hungary Expand 5,7% Brandmark 2,0% Preroll 1,4% Regular Banners 88,1% Czech Rep. Expand 0,9% Brandmark 0,6% Regular Banners 36,8% Preroll 13,0% Poland Toplayer 9,9% Expand 6,2% Pop-up/Pop-under 1,3% Brandmark 0,7% Analysed Ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.) Source: gemiusDirectEffect 2011 H1
  16. 16. // Market potentialAverage CTR of specific ad formats Regular Banners 0,28% Slovakia Preroll 3,27% Expand 1,52% Regular Banners 0,19% Toplayer 4,20% Hungary Expand 0,26% Brandmark 2,31% Preroll 3,01% Regular Banners 0,20% Czech Rep. Expand 0,10% Brandmark 1,16% Regular Banners 0,19% Preroll 1,54% Poland Toplayer 1,64% Expand 0,50% Pop-up/Pop-under 0,72% Brandmark 0,82% Analysed Ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.) Source: gemiusDirectEffect 2011 H1
  17. 17. gemiusAdMonitor// Market potentialShare of ad impressions by sector – Czech Rep. 3 top industries are 1,5% 1,2% 0,1% 7,3% almost the same in all 1,4% 0,6% 1,9% the measured 2,3% 29,2% countries: 3,1% 4,9% -Finance -Telecommunications Finance, Insurance, Brokerage Telecommunications 5,4% - Automotive Automotive Clothing & Accessories 5,6% Travel, Tourism, Hotels & Restaurants -Only in Poland car Food Trade 5,8% 18,8% industry was overtook Personal Care and Hygiene 10,8% by Household Products Pharmaceuticals Entertainment/Trade Beverages and Alcohol and Personal Care/ Household Equipment, Furniture And Decorations Computers and Audio Video Hygiene Real Estate Leisure Time Other Source: gemiusDirectEffect 2011 H1
  18. 18. Size Potential Highlights Adspends Video Formats Mobile Social DO YOU CEE The internet and online advertising market in Central and Eastern Europe
  19. 19. // Market highlightsVIDEO ADSPENDS At present, the biggest part of the current network traffic is video And still growing! In Central and Eastern Europe, Internet video traffic will account for 47% of all consumer Internet traffic in 2015, up from 27% in 2010. Data source: Cisco VNI 2010
  20. 20. // Market highlights VIDEO ADSPENDS Video spend increase 2009-2010 0% 100% 200% 300% 400% 500% Scandinavian countries have Norway Sweden seen the biggest Poland development when Spain it comes to online video UK ads. Video spend as % of online display Nevertheless, Poland Romania and Slovakia - Spain typical CEE countries - Norway are not falling far PolandNetherlands behind in terms of Slovakia online video market UK size. Sweden 0% 2% 4% 6% 8% 10% Data source: IAB Europe, AdEx 2010
  21. 21. Size Potential Highlights Highlight s Adspends Video Formats Mobile Social DO YOU CEE The internet and online advertising market in Central and Eastern Europe
  22. 22. // Market highlightsMobile internet: how big is it?Global mobile data traffic by type (petabytes per month) Globally, mobile data traffic will increase 26 times between 2010 and 2015. Mobile video traffic will exceed 50 percent for the first time in 2011. Mobile network connection speeds doubled in 2010. Source: Cisco, „Visual Networking Index – Global Mobile Data Traffic Forecast Update, 2010-2015” (February 2011).
  23. 23. // Market highlightsMobile internet: how big is it?CEE – share of page views generated by visitors using mobile devices and PC computers Bulgaria 0,7% Hungary 1,5% Ukraine 1,96 % Page views - mobile devices Czech Republic Slovakia 4,16 2,10 % Denmark 7,21 % % Source of data: Gemius, gemiusTraffic (August 2011).
  24. 24. // Market highlightsMobile internet advertising spending worldwide: whichformats? 2007-2012 (in millions) Total mobile15 000 Mobile adspends (mm$) search advertising Mobile 2007 2,69510 000 display advertisings 2008 4,586 Mobile message 2009 7,375 5 000 advertising 2010 11,179 2011 15,250 0 2009 2010 2011 2012 2012 19,149 Source: eMarketer (March 2008).
  25. 25. // Market highlightsPreferences of mobile internet users: devicesCEE – top 5 mobile devices (models) by website-averaged percentage share of page viewsgenerated on websites monitored by Gemius 2.2% 1.9% 2.6% 13.9% (Galaxy S II) Samsung GT-i9100 HTC Desire Samsung GT-i9000 (Galaxy S) Apple iPhone 21.1% Apple iPad Source: Gemius, gemiusTraffic: Czech Republic, Bulgaria, Slovakia, Slovenia, Hungary, Poland, Russia, Ukraine (26.09.2011– 02.10.2011).
  26. 26. // Market highlightsiPad – the big boost…CEE – growth of average share of page views generated by iPad among all mobile page views ) 25% 20.62% 19.69% 20% 18.50% 17.60% 16.45% 13.84% 14.90% 13.37% 15% 12.64% 10% 5% 0% 01.2011 02.2011 03.2011 04.2011 05.2011 06.2011 07.2011 08.2011 09.2011 previous month ∆ (current month, previous month) Source: Gemius, gemiusTraffic: Slovenia, Czech Republic, Slovakia, Poland, Russia, Ukraine, Bulgaria, Hungary (January 2011-September 2011).
  27. 27. // Market highlightsThe website-averaged percentage share of page viewsgenerated from iPad and iPhone on the selected markets 40% 35% 30% 25% 20% Apple iPad, Q3 2011 15% Apple iPhone, Q3 2011 10% 5% 0% Source: Gemius, gemiusTraffic, Hungary, Denmark, Czech Republic, Bulgaria, Poland, Russia, Slovenia, Slovakia, Ukraine, Q3 2011.
  28. 28. Size Potential Highlights Adspends Video Formats Mobile Social DO YOU CEE The internet and online advertising market in Central and Eastern Europe
  29. 29. // Market highlightsFACEBOOK USERS IN EUROPE (mm users / 2011) 35 Surprisingly, Turkey is 30 Facebook’s biggest European market 25 20 Former East-block 15 April 2011 markets still have 10 October 2011 a growth potential for Facebook but local 5 players remain strong. 0 Data source: www.socialbakers.com
  30. 30. // Market highlightsFACEBOOK USERS GROWTH IN THE LAST 6 MONTHS (%) 25 The Facebook’s pace of growth is 20 by far stronger 15 in the east than in the west. 10 In Russia 5 domestic social networks prevail. 0 Data source: www.socialbakers.com
  31. 31. // Market highlightsSOCIAL NETWORKS - Poland Poland - clash of the social titans The Polish giant, 14 nk.pl, managed to maintain a stable Millions RU 12 position for a year. 10 On the other hand, 8 Facebook is rapidly gaining popularity – in a nk.pl Group year it gained almost 6 facebook.com 50% users. 4 We will surely know the 2 winner in 2012. 0 Data source: Megapanel PBI/Gemius
  32. 32. // Market highlightsSOCIAL NETWORKS – Czech Republic Social networks in Czech Republic 2,0 In the Czech Republic, Millions RU 1,8 the popularity of the domestic social 1,6 networks is on a 1,4 decrease. 1,2 blog.cz 1,0 lide.cz According to spoluzaci.cz Socialbakers, 0,8 idnes.cz-Rajce.net Facebook gained more 0,6 libimseti.cz than 200,000 Czech 0,4 users in 5 months and is 0,2 now reaching 3.5 mio. users. 0,0 Source of data: NetMonitor – SPIR/Mediaresearch/Gemius
  33. 33. // Market highlightsSOCIAL NETWORKS - Hungary Hungarian social giants war In Hungary, 4,0 Facebook Millions RU 3,5 attracted more users than Iwiw already in 3,0 September 2010 2,5 and has since then gradually continued 2,0 facebook.com to gain audience, 1,5 iwiw.hu while Iwiw lost 20% 1,0 users in one year. 0,5 0,0 Data source: Gemius Hungary Kft. & Ipsos, gemius/Ipsos Audience
  34. 34. // Market highlightsGOOGLE+ • Cost to build Google+ - 585 million USD • 500 employees engaged in the project • 50 million users in 88 days • Mark Zuckerberg is the most popular person on Google + (almost 600,000 contacts) Data source: Identyme.com
  35. 35. THANK YOUJoin us @: Contact:Facebook.com/GemiusGroup Marta KlepkaTwitter.com/GemiusSlideshare.net/Gemius_com International Marketing DirectorYouTube.com/WwwGemiusCom marta.klepka@gemius.com

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