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Digital Market Overview 2014

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The review of Ukrainian media market with a focus on Digital component. Comparison of key indicators of the Internet industry in Ukraine with world and European trends, analysis of media consumption in Ukraine, all the benefits of the Internet as a media, in comparison with the TV. The highlight of the presentation - agency forecasts for the share of investments in the Internet media until 2016.

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Digital Market Overview 2014

  1. 1. DIGITAL MARKET OVERVIEW 2014
  2. 2. STRUC TURE WORLD 01 INTERNET FACTORS COMPARISON UKRAINE ON THE MAP OF EUROPE MEDIA CONSUMPTION TRENDS MEDIA GIANTS BATTLE UKRAINE 02
  3. 3. WORLD INTERNET F AC TORS C OMPARISON
  4. 4. UKRAINE OVERTAKES THE WORLD AVERAGE PENETRATION INDEX BECOMES CLOSER TO THE DEVELOPED WORLD INTERNET PENETRATION 2014: 78% DEVELOPED 40% WORLD 32% DEVELOPING DEVELOPED COUNTRIES WORLD DEVELOPING COUNTRIES UKRAINE 4% 23% 43% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
  5. 5. UKRAINE OCCUPIES A MIDPOSITION EUROPEAN LEVEL IS JUST NEXT DOOR UKRAINE DIGITAL C APAC ITY UKRAINE: 69% URBAN POPULATION 43% INTERNET POPULATION 27% SOCIAL NETWORKING PENETRATION URBAN POPULATION INTERNET POPULATION SOCIAL NETWORKING PENETRATION GLOBAL UKRAINE EUROPE
  6. 6. WORLD UKRAINE ON THE MAP OF EUROPE
  7. 7. UKRAINE TAKES THE 9TH PLACE GREAT OPPORTUNITY TO CONNECT UKRAINIAN CITIZENS TO THE WEB TOP 10 EUROPEAN COUNTRIES BY INTERNET USERS 9,8М 17,9M 19,0M 15,0M # OF INTERNET USERS IN UKRAINE DIFFERENT SOURCES – DIFFERENT FIGURES PENETRATION ACCORDING TO “WE ARE SOCIAL”
  8. 8. THE GREATER INVESTMENTS IN DIGITAL = THE MORE REWARDS TODAY ONE INTERNET USER ACCOUNTS FOR ~ 13 USD OF DIGITAL INVESTMENTS TOP 10 EUROPEAN COUNTRIES BY INTERNET USERS DIGITAL SPENDING, BLN $ # OF INTERNET USERS ROMANIA UKRAINE POLAND SPAIN ITALY NETHERLANDS FRANCE RUSSIA GERMANY UK = = BY INTERNET AUDIENCE BY $ SPENDING PER USER BUBBLE SIZE = $ SPENDING PER ONE INTERNET USER BY DIGITAL AD REVENUE, 2013 #6 OUT OF TOP
  9. 9. HUGE POTENTIAL FOR DEVELOPMENT UKRAINE ON THE MAP OF EUROPE TERRITORY #2 MOBILE USERS POPULATION SM USERS INTERNET USERS #6 #7 #7 #9
  10. 10. UKRAINE MEDIA C ONSUMPTION TRENDS
  11. 11. INTERNET CONSUMPTION DOUBLED FOR THE LAST 5 YEARS INTERNET. WEEKLY C ONSUMPTION ACTIVE DAY TIME (FROM 7:00 TILL 23:00) IS SPENT BY UKRAINIAN CONSUMER IN THE INTERNET4.4 4.7 6.0 6.9 7.6 8.6 2009 2010 2011 2012 2013 2014 HOURS 2014: 54% OF x2
  12. 12. TRADITIONAL MEDIA CONSUMPTION IS FALLING DOWN TV IS A LEADER AMONG TRADITIONAL MEDIA CHANNELS TRADITIONAL MEDIA. WEEKLY C ONSUMPTION 19% 3% 33% 42% TV OOH RADIO PRINT 2009 2010 2011 2012 2013 2014 17.9 13.8 6.4 2.8 1.6 4.3 13.4 14.4 HOURS
  13. 13. MEDIA CONSUMPTION & MEDIA INVESTMENTS INTERNET AS A MEDIA CHANNEL NEEDS ADDITIONAL MEDIA INVESTMENTS INTERNET OTHER MEDIA TV 20% 34% 18% 43%
  14. 14. SO WE HAVE BIPOLAR SITUATION TV INTERNET old consumer habit to have TV background while doing something at home essential part of life for today’s consumer OVER-ESTIMATED UNDER-ESTIMATED
  15. 15. UKRAINE MEDIA GIANTS BATTLE. TV VS INTERNET
  16. 16. 2002-2013 GFK UKRAINE NIELSEN RESEARCH APPROACH PEOPLE- METER PEOPLE- METER MEASUREMENT TECHNOLOGY SIGNAL FREQUENCY VOICE GEOGRAPHY ALL UKRAINE SAMPLE 2 540 3 740 AUDIENCE HOUSEHOLDS WITH 1+ TV INDIVIDUALS 4+ HOUSEHOLDS WITH 1+ TV INDIVIDUALS 4+ 2014-2019 ALL UKRAINE TV VIEWING ANALYSIS STABILITY & MONOPOLY OF THE INTERNATIONAL PLAYERS SLIGHT IMPROVEMENT IN MEASUREMENT TECHNOLOGY AND GROWTH IN SAMPLING
  17. 17. + URL + TIME + HABITS + AGE +SEX + REGION FROM TOSITE-CENTRIC CONTENT-CENTRIC INTERNET ACTIVITY ANALYSIS SEVERAL PLAYERS DEVELOP AND IMPROVE RESEARCH APPROACH TO GET IN-DEPTH CONSUMER INSIGHT
  18. 18. INTERNET & TV C ONSUMPTION 2 0 1 4 / 2 0 0 9 A M O N G D I F F E R E N T A G E G R O U P S YOUTH 12-18 MIDDLE AGE 21-35 OLDER 45+ 30% 67% 24% 91% 11% 165% GROWTH OF INTERNET CONSUMPTION AMONG ALL AGE GROUPS
  19. 19. RAPID SWITCHING OF TV VIEWERS TO INTERNET INTERNETTV 81 78 17 38 119% INTERNET & TV C ONSUMPTION 2 0 1 4 / 2 0 0 9 A M O N G T V H A V Y V I E W E R : E V E R Y D A Y W A T C H I N G % OF PEOPLE 5%
  20. 20. LOW TV PRICE IN COMPARISON WITH THE WORLD TENDENCY WORLD CENTRAL EUROPE RUSSIA NORTH EUROPE WESTERN EUROPE UKRAINE 89.9 88.6 86.3 65.7 59.5 14.0 CPT, UAH WHAT IS A SECRET OF TV SUCCESS IN UKRAINE ?
  21. 21. WHAT IS A SECRET OF THE INTERNET IN UKRAINE ? PRECISE TARGETING TV PLANNING APPROACH INTERNET PLANNING APPROACH PLANNING TARGET AUDIENCE
  22. 22. WHAT IS A SECRET OF THE INTERNET IN UKRAINE ? LOWER CPT IN COMPARISON WITH TV ONLINE VIDEO WITH TARGETING, ₴ 20-45 20-45 DIRECT TV, ₴ ~ 1 500 ~ 2 500 ~ 1 600 ~ 3 500 * # OF TRP'S CORRESPONDS TO EFFECTIVE TV & INTERNET REACH 1+
  23. 23. AND AS A RESULT DIGITAL DRIVES GAINS WILL ACCOUNT FOR OVER 25% OF GLOBAL MEDIA ADS THIS YEAR
  24. 24. AGENCY FORECAST OF DIGITAL AD SPENDING SHARE DIGITAL BECOMES MORE APPROPRIATE AS A COMMUNICATION PLATFORM FOR ADVERTISERS 21% 23% 26% 28% 30% 2012 2013 2014F 2015F 2016F GLOBAL EUROPE UKRAINE 2012 2013 2014F 2015F 2016F 2012 2013 2014F 2015F 2016F 24% 26% 28% 30% 32% 7% 18% 22% 24% 25%
  25. 25. C O N T A C T S : + 3 8 0 4 4 3 9 0 5 8 5 5 I N F O @ M E D I A H E A D . C O M . U A

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