There have been some major developments across the international ecommerce markets in the last few months. Russian search engine Yandex has begun devaluing paid links for commercial queries in Moscow while several German newspapers have had their PageRank hit in a Google penalty. Tax has been a vogue topic as well, with the Italian and Swedish markets both making major changes to their legislation which will have a big effect on online shopping. For all this and more see our slides.

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MULTILINGUAL
UPDATES
March - April 2014

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DENMARK

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GOOGLE HAS SWITCHED
YOUTUBE.DK TO TRUEVIEW
FORMATS. The aggregated TrueView in-
display format will make it easier to create and
manage advertising campaigns for the site.
SOURCE Google AdWords Blog

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NEW APP SIMPLIFIES
ONLINE PAYMENT. The app from
telecoms company PAII allows consumers to
purchase online without having to use a credit or
debit card.
SOURCE FDH

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17DKK IN EVERY 100DKK IS
BEING SPENT ONLINE. New
figures show that ecommerce now makes up 17%
of the total spend in Denmark.
SOURCE FDH

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SHOPPING PROMOTIONS
ARE NOW AVAILABLE TO
ALL ADVERTISERS WHO
USE PRODUCT LISTING
ADS. This follows a limited roll-out last year.
SOURCE Google AdWords Blog

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FINLAND

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DIGITAL AD SPEND
CLIMBED T0 €237.6 MILLION
LAST YEAR. This is just shy of a fifth of
the total media spend – a much welcomed rise in a
country still reeling from economic difficulties.
SOURCE Emarketer

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FRANCE

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GOOGLE HAS LAUNCHED A
FRENCH BLOG. Vincent Courson,
member of the quality team in Dublin, will act as the
French ‘Matt Cutts’ communicating with
webmasters in France.
SOURCE abondance.come

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.PARIS IS GO! French businesses can
now use the .paris URL… however because it is
still in the exclusivity period – which runs until
autumn this year – the cost is 140k€. The cost will
decrease considerably after this.
SOURCE Mondomaine.paris.fr

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INVESTMENT IN REAL-TIME
BIDDING HAS INCREASED
125% OVER THE LAST
YEAR. RTB now accounts for 16% of the
French display market, or 117 million€.
SOURCE journaldunet.com

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OFFLINE STILL MOST
POPULAR SHOPPING
METHOD FOR COUPON
USERS. Eight in ten French consumers use
coupons in store versus 58% online.
SOURCE Study by bons-de-reduction.com and CCM Benchmark

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GERMANY

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GERMAN NEWSPAPERS HIT
BY GOOGLE PENALTIES. A
number of local papers have been hit, resulting in
massive drops of PageRank. Paid links and
duplicate content are the most likely causes for this.
SOURCE Ads2people

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TABLET USAGE ON THE UP.
Penetration has doubled in the last year and now
26% of German consumers (18 million) own a
tablet.
SOURCE EMarketer.com

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TRAVEL WEBSITES FALL
SHORT IN SEO STAKES. A
study by a German SEO agency found the majority
of travel portals in the country are not optimised for
search engines. For example a third don’t have an
XML sitemap or 404 error page on their site.
SOURCE Internetworld

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ITALY

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YAHOO CLOSES ITALIAN
HQ. The move by the internet company is being
taken in an effort to consolidate Yahoo’s European
operations.
SOURCE Agi.it

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NEW GOVERNMENT HAS
SCRAPPED
CONTROVERSIAL WEB TAX.
Dubbed the ‘Google tax’ it was meant to stop large
businesses from profiting in Italy without paying tax.
It was deemed illegal by the EU though.
SOURCE economia.leanordo.it

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MEXICO

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39% OF MEXICANS USE THE
WEB MORE THAN FIVE
HOURS A DAY AT WORK.
SOURCE Iabmexico.com

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NETHERLANDS

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NEW LAW MEANS
FRAUDULENT ONLINE
SHOPS CAN NOW BE
PROSECUTED. The new bill will mean
those that sell products online but fail to deliver
them can be taken to court.SOURCE Thuiswinkelen

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RUSSIA

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YANDEX HAS STARTED
DISCOUNTING PAID LINKS
FROM SOME OF ITS
RANKINGS. Some links have been purged
from the algorithm for commercial queries in the
Moscow region.SOURCE searchengineland.com

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YANDEX AND GOOGLE
TEAM UP FOR RTB. The two search
engines have announced a mutually beneficial
strategic partnership for online display sales. This
will see Google’s DoubleClick Bid Manager added
to Yandex’s Demand-Side Platform.
SOURCE Yandex

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SPAIN

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ECOMMERCE IN SPAIN IS
EXPECTED TO GROW 13.8%
THIS YEAR. This growth will be driven by
more and more people being connected to the web,
mobile shopping and improved delivery and
payment methods.
SOURCE E-commerce-news.es

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MOBILE MARKETING
INVESTMENT ON THE UP.
Marketing budgets across search, apps and video
is up over a third, according to a new study.
SOURCE E-commerce-news.es

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SWEDEN

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SWEDISH ECOMMERCE
TURNOVER CAME TO 37
BILLION SEK IN 2013. Home
electronics is the industry that sells best online
while...
SOURCE ecommerce.org

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…FASHION ONLINE SALES
WERE DOWN IN JANUARY.
Post Christmas returns are the most likely cause.
SOURCE market

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ONE IN SIX SHOP ON
FOREIGN WEBSITES,
STUDY SAYS. People from the Nordic
countries often shop from UK, US and German
websites.
SOURCE market

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VAT NO LONGER TO BE
PAID IN THE SELLER’S
COUNTRY. The new VAT rules will
become effective in 2015.
SOURCE ecommerce.org

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SECOND SCREEN
ADVERTISING PROVES
SUCCESSFUL. ‘TV4 Ad Sync’ shows that synchronised
mobile and TV campaigns return higher buying intention than the same campaigns
shown separately.
SOURCE Resumé

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INTERNET WILL REMAIN
THE LARGEST, SINGLE AD
CHANNEL IN 2014.
SOURCE e-Marketer

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