Consumers go mobile in cee. mobile market overview

Consumers go mobile in CEE
Mobile market overview
Source: stock image bank Fotolia

CONTENT
Mobile internet in CEE 2-11
12-13
14-15
16-17
18-19
20-21
22-23
24-25
26-27
28-29
30-31
32-33
34-35
36-37
38-39
40-41
42-43
44-46
47-48
49
49
Belarus
Bulgaria
Croatia
Czech Republic
Estonia
Hungary
Latvia
Lithuania
Macedonia
Moldova
Poland
Romania
Russia
Serbia
Slovakia
Slovenia
Turkey
Ukraine
Methodological Note
Authors

MOBILE INTERNET IN CEE
IS 2014 FINALLY THE YEAR OF MOBILE?
The year of mobile has been announced each and every year since 2012, but market professionals
seem to agree that 2014 is finally the year when mobile truly becomes a mainstream
marketing solution. According to the latest IAB Europe AdEx Benchmark report
, the definitive guide
to the state of the European online advertising market, there was a breakthrough in mobile
advertising already in 2013. Mobile was neither only a part of advertisers' experimental budgets, nor
an afterthought to a digital campaign. Mobile advertising spend continued to grow dynamically in
most investigated markets. Mobile display advertising was also the main factor influencing the growth
of online display advertising. It grew by 14.9% in total, but would only have increased by 1.1% without
the contribution of mobile.
DESPITE THE DYNAMIC GROWTH, MOBILE AD SPEND CONSTITUTES
A SMALL SHARE OF TOTAL ONLINE BUDGETS
However, when we look more closely at the numbers, the reality does not reflect the industry's
enthusiastic approach. Close scrutiny of the top 3 European spenders on mobile advertising shows that
mobile advertising is becoming a reality only in United Kingdom, where a quarter of online display ad
spend is allocated to mobile. In France and Germany, it constituted only 9.2% and 4.9% of total online
display ad spend, respectively (see Figure 1).
Figure 1. Top 3 European countries by mobile advertising spend
1
YoY Growth (%)
549.0 192.7%
54.9%
66.7%
Mobile display
ad spend
2013 (€m)
92.9
65.0
Mobile display
ad spend
2012 (€m)
184.9
47.8
43.0
Total online
display ad spend
2013 (€m)
2192
1015
1319
United
Kingdom
France
Germany
Source: IAB Europe AdEx Benchmark 2013 report, IAB Europe and IHS, July 2014,
http://www.iabeurope.eu/files/8014/1111/3050/IAB_Europe_AdEx_Benchmark_2013_Report_v3.pdf
Mobile display as
a share of total
online display (%)
25.1%
9.2%
4.9%
The situation in countries of the Central and Eastern Europe is very similar. The dynamics of
growth in many countries, such as Romania (244.9%), Serbia (153.3%), Hungary (126.1%) and Poland
(110.6%), is still very high, yet mobile ad spend constitutes a small part of total online budgets (see
Figure 2).
AdEx Benchmark YoY growth rate calculation: to provide data on previous year growth rates, the prior year's figures are
also re-calculated using the current report's year-average exchange rate (i.e. the 2013 exchange rate is used on the 2012
figures) in order to give transparency over the growth rate.
2

Figure 2. Mobile ad spend in CEE
7.6 49.1%
5.0
4.1
3.6
0.5
0.4
0.2
0.2
0.1
Source: IAB Europe AdEx Benchmark 2013
27.3%
126.1%
110.6%
n/a
153.3%
244.9%
55.2%
15.0%
223
61
259
11
12
33
13
7
Turkey
Czech Republic
Hungary
Poland
Slovenia
Serbia
Romania
Bulgaria
Croatia
Mobile display ad
spend 2013 (€m) YoY Growth (%) Total online display
ad spend 2013 (€m)
Mobile display as
a share of total
online display (%)
275 2.8%
2.2%
6.7%
1.4%
4.6%
3.1%
0.7%
1.2%
2.1%
3
ONLY 8% OF PLANNED AD IMPRESSIONS IN CEE 2
ALLOCATED FOR
MOBILE ADVERTISING
Advertisers and media agencies in CEE are more focused on their current marketing plans, perceiving
mobile as a matter of the future. Only 8% of planned ad impressions in campaigns measured by
gemiusDirectEffect (see Methodological Note), a campaign monitoring tool for measuring impressions,
clicks on the creatives and visits on the website, in CEE between December 2013 and May 2014 were
allocated for mobile advertising. The undisputed leader is Serbia with 18% of mobile impressions.
Desktop
Impressions
Mobile
Impressions
94% 6%
Figure 3. Mobile vs. desktop ad impressions
Serbia 82% 18%
Slovakia 90% 10%
Hungary 91% 9%
Bulgaria 91% 9%
Czech Republic 91% 9%
CEE 92% 8%
Croatia 93% 7%
Romania 93% 7%
Latvia 94% 6%
Poland 94% 6%
Lithuania
Source: gemiusDirectEffect, Dec 2013 - May2014
Aggregated data for the CEE include the following countries: Bulgaria, Croatia, Czech Republic, Hungary, Latvia, Lithuania,
Poland, Romania, Serbia, Slovakia.
2

0.65%
Czech Bulgaria Hungary
Republic Croatia Romania
1.00%
0.80%
0.60%
0.40%
0.20%
Source: gemiusDirectEffect, Dec 2013 - May2014
Desktop CTR
Mobile CTR
0.67% 0.67%
0.96%
0.33%
0.44% 0.45%
0.49%
0.43%
0.41%
0.26%
0.44%
0.20%
0.28%
0.24%
Serbia
Slovakia
Latvia
Poland
Lithuania
0.00%
4
0.67%
0.52%
0.67%
0.50%
0.27%
Figure 4. Mobile vs. desktop Click Through Rate (CTR)
There are several challenges the markets have to face in order to increase the popularity of mobile
advertising and monetize the mobile audience.
Investments in mobile or at least responsive versions of websites are required for attracting
advertisers. Users tend to surf the web on their tablets or smartphones more and more often and
this trend sets a new standard for website building. Despite this requirement, on most markets the
majority of websites have not yet been adapted to the new mobile reality. Most brands are taking
a rather slow approach by simply adapting their existing websites. Just to mention Bulgaria, where out
of 300 websites taking part in gemiusAudience research only 30 have a mobile version.
Moreover, markets lack proper measurement of the mobile audience, which is essential for effective
media planning. Measurement of PC, phone and tablet platforms has been available via Gemius
Multiplatform Audience Measurement since March 2014.
Content is king regardless of the device used for browsing the web. Mobile devices give the opportunity
to target users with the right content in the right place and time on an unprecedented scale.
However, the biggest challenge for advertisers is to keep the balance between personalized and
intrusive content.
The last, but obviously not the least important reason for the rather small interest from the markets
in mobile advertising is the high price of mobile inventory in comparison to the standard display
pricing.
Despite the fact that mobile advertising is still far from becoming a mainstream marketing solution in the
CEE region, this process has already started and will be continuing due to the increasing usage of mobile
devices among internet users.

MOBILE TRAFFIC IN THE CEE GREW FROM 3% TO 11% IN THE
LAST TWO YEARS
Mobile internet used to be a luxury that only few could afford and use on a daily basis. Nowadays
almost everyone, from children in playgrounds to seniors, have mobile phones or/and tablets
connected to the internet. According to GSMA Intelligence, SIM card penetration in almost all of
CEE countries, apart from Serbia, Bosnia & Herzegovina and T urkey exceeded 100% in Q4 2013.
5
Figure 5 . Number of SIM connections and SIM penetration in CEE
Source: GSMA Intelligence, www.gsmaintelligence.com, Q4 2013.
penetration
The ongoing development of new technologies means that a growing share of online population
connect to the internet via their mobile devices. A dynamic growth of mobile traffic could be observed
in the past two years. In 2012, mobile constituted only 3% of the internet traffic in CEE, excluding
in-app traffic. This number has grown to 10% at present, mostly due to the rapid increase of
smartphone page views.

Figure 6. Mobile page views growth in CEE3
Tablet Phone PC
2011.01
Source: gemiusRanking, June 2011 - June 2014
2%
2%
5%
3%
4%
3%
Figure 7. Mobile page views in CEE by countries
PC
79% 18%
82%
83%
84%
12%
12%
9%
9%
7%
8%
86%
86%
86%
88%
89%
89%
89% 8% 3%
Croatia
Lithuania
Slovakia
Serbia
Macedonia
Hungary
Slovenia
Latvia
Poland
Bulgaria
Russia
3 Aggregated data for the CEE region include the following countries: Belarus, Bosnia & Herzegovina, Bulgaria, Croatia, Czech Republic, Estonia,
Hungary, Latvia, Lithuania, Macedonia, Moldova, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Ukraine.
6
Despite the growing popularity of
the mobile internet, it has to be
noted that the CEE region is highly
diversified in respect of the number
of users or the share of mobile page
views per device. The leader is
Croatia, where in June 2014 over
20% of page views were made via
mobile devices. Above the CEE
average are also countries such as
Lithuania (18%), Slovakia (17%),
Serbia (16%), Turkey, Macedonia,
Bosnia & Herzegovina and Estonia
(14%). On the other hand, there are
countries performing much below
the average, like Moldova (1%),
Ukraine (5%) and Belarus (6%).
Phone Tablet
3%
4%
4%
2%
3%
3%
4%
3%
5%
2%
2%
1%
14%
13%
14%
8%
7%
5%
6%
4%
4%
3%
0%
89%
90%
91%
91%
91%
94%
95%
99%
Bosnia & Herzegovina
Estonia
Czech Republic
CEE
Romania
Belarus
Ukraine
Moldova
Source: gemiusRanking, June 2014
2013.01 2013.06 2014.01 2014.06
2011.06 2012.01 2012.06
1% 2% 97% 90% 7% 3%

INTERNET CONSUMPTION PATTERNS ARE DIFFERENT ON EACH
DEVICE TYPE
With the growing popularity of mobile devices, the consumer behavior on the internet has become
more complex than ever before. Internet consumption patterns are very different on each device type.
During the week, 52% of the PC traffic happens during the working hours, between 9 a.m. and 5 p.m.
During the weekend, the pattern changes: 54% of the PC traffic takes place between noon and 8 p.m.
During the weekday, tablets are mostly used in the afternoons – 50% of the tablet traffic is recorded
between 4 p.m. and 11 p.m. However, during the weekend, tablets are used equally during the whole
day starting from 9 a.m. and ending at 11 p.m., reaching its peak between 10 and 11 p.m. Similarly,
phones are used equally during the whole day, with a peak time between 9 and 11 p.m. during the
weekday, and between 9 and 10 p.m. during the weekend.
Figure 8. Hourly distribution of page views for PCs, phones & tablets in CEE
(weekday, 27 June 2014 vs. weekend, 1 June 2014)
PC Weekday
PC Weekend
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
Source: gemiusRanking, 27 June 2014, 1 June 2014
7
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

APPLE RULES TABLETS, SAMSUNG – PHONES
Some very interesting conclusions may be drawn when analyzing the most popular mobile producers
and operating systems. Apple is the most popular manufacturer of tablets – 55% of page views in CEE
in June 2014 were made with the use of devices of the Cupertino giant. However, its gradually losing its
position, while Samsung is on the rise – in the last two years the number of page views generated
from Samsung tablets increased from 18% to 23%.
When it comes to smartphones, the undisputed leader is Samsung - 37% of page views in CEE in June
2014 were made with the use of its devices. Both, Samsung and Apple, are steadily strengthening
their position in the smartphone producers segment. This is caused by the slow decline in the popularity
of Sony devices and the spectacular drop of Nokia (from 21% in January 2013 to only 12% in June 2014)
due to its late entry into the market with smartphones.
Figure 9. CEE: Top tablet manufacturers and operating systems by share of page views
Figure 10. CEE: Top phone manufacturers and operating systems by share of page views
33% 37%
14% 16%
45% 55%
16%
13%
15% 14%
34%
14% 15%
35%
01.2013 06.2013 01.2014 06.2014
6%
68%
18%
01.2013
7%
60%
19%
06.2013
6.5%
58% 21%
01.2014
6%
55% 23%
06.2014
72% 16% 4%
8
Android
iOS
Asus
Apple
Samsung
Windows
Phone 8
Sony
Android
Apple
iOS
Samsung

The smartphone of the future will, in a virtually automatic manner, adapt itself to the
individual who acquires that device.
The nature of the mobile device has changed dramatically in the 41 years since the first hand-held cell
phone was introduced in 1973. Still, mobile devices will change even more radically in the next 10 to 15
years. Hardware improvements will take a backseat to ways in which the mobile devices can make
people's lives better. After all, how many megapixels, megahertz, and megabits per second do we really
need? Main directions of change will occur in three areas: customization, simplification, and machine
to machine (M2M) communication.
One of the wonderful things about human beings is that we are all different from one another and
yet, when it comes to our mobile devices we have been severely limited in our choices. Steve Jobs
decided that he knew exactly what we would all love and offered us essentially one model. The
variety in mobile device offerings is increasing, but we have a long way to go before mobile phone
subscribers have the same variety of choice as automobile buyers.
Smartphones are much too complicated! As with any really good technology, the smart phone of
the future will, virtually automatically, adapt itself to the individual who acquires that device.
The intelligent phone will ask a few questions and observe the habits and processes of the individual
and adjust itself accordingly. The opposite extreme is the present situation: a customer buys a
smartphone and is told that there are over one million applications available, and is left to figure out
which of them are useful. As an example, the optimum voice communicator will ultimately be
embedded under our skin, perhaps behind our ears, and will work virtually automatically. We will only
have to think about speaking to somebody and we will be connected.
The concept of wearable devices is still in its infancy. But we are evolving the vision of devices that
measure dozens of vital signs on the body and communicate these to computers that can analyze
them and determine whether our bodies are about to malfunction. Other devices will give us the
ability to control our surroundings and our property without regard to distance. These devices will
protect us and make us more productive.
Of course, this future that I envision will not happen unless the cost of wireless service is radically
reduced. History tells me that this most certainly will happen. The cost of sending a bit of information
has gone down by half every 3 1/2 years since Marconi sent the few bits that he transmitted across
the ocean. This translates to 1 trillion times improvement up to the present and that trend will
continue.
Martin Cooper, Mobile Phone Inventor
IT IS THE ERA OF MOBILE CONSUMERS IN CEE, BUT MOBILE
ADVERTISING LAGS BEHIND
Summing up, we can already say that the era of mobile consumers in CEE has come, but it is still not the
era of mobile advertising. The very nature of the web use is changing, which largely stems from
the technological progress. In practice, the growing number of smartphones and tablets means
significant changes in the behaviour of users. This will affect the ways in which they spend their
leisure time, the frequency of browsing the web, and increase their appetite for mobile apps. With
these devices, internet access has become practically unlimited. The smartphone and tablet market
boom is observed all over Europe – of course with some variations in the scope of the phenomenon.
Yet, the common ground is the rise in the demand for this type of devices. This trend poses new
challenges to advertisers who are interested in getting their message across via the internet, to
online publishers and the entire business operating on the web. Every industry or company operating
online must address the specificity of mobile devices and the new obstacles, but also the chances they
offer.
9

WHAT DOES THIS MEAN FOR THE ONLINE BUSINESS?
Understanding the trend should serve as a basis for a new model of online business presence: both
brand and sales oriented. Because we are dealing with a market where every fourth or third web
connection is made with a mobile device, this must be taken into account, so that the contact with
internet users is not broken. Be them the current or potential customers.
In practice, it is all about customer - centric approach.
According to GSMA Intelligence SIM Penetration exceeds 100% in almost all countries in our region.
Share of mobile page views for the whole region grew in the last two years from only 3% to 10%.
In western countries this is even more visible – in Denmark mobile traffic grew from 19% in July 2012
to 45% in July 2014. We have to face it - mobile is not anymore a buzz word but it is the new reality.
But advertisers can't think about mobile as a stand-alone strategy.
Customers may be using different channels to communicate or interact with a brand. Our research shows
how users are waking up with the phone & tablets, spending their working day with PC and using more
intensively again tablets in the evenings. We should not overlook this fact. Advertisers need to plan how
to reach the right consumer with the right message via the right channel. What they need to do is to
incorporate mobile in their overall communication strategy.
And mobile channel gives them a lot of possibilities to be creative, from mobile websites and apps,
through mobile video and social networks that are mainly used via mobile phones. But all those
actions have to derive from characteristics of particular target group we are aiming to reach, their
needs, preferences and online behavior – only data driven approach can lead us to become customer
centric organization.
Vesna Gordon, CSO & CMO, Member of the Board of Directors, Gemius
THE KNOWLEDGE ABOUT THE MOBILE CONSUMER WILL BECOME
A COMPETITIVE ADVANTAGE
Taking into consideration the growing popularity of mobile devices and its usage one thing can be said
for sure - the knowledge about the mobile consumer will become a source of competitive advantage
for all companies operating online.
Gemius, being well aware of this trend, has recently launched Multiplatform Audience Measurement
with consideration of internet access platforms – stationary or mobile. The research project facilitates
division of users into those who use tablets and those who surf the web on their smartphones.
The solution has been already implemented in Denmark, Latvia, Lithuania, Estonia and Turkey. In the
coming months, the research project will start in other countries where Gemius operates.
10

Mobile affects more areas of human life, not only business - the concept of the
“flipped classroom”.
The basis of the new educational system is the “flipped classroom” model, a concept in which students
do most of their learning outside of school. In lieu of paper books, each student carries a device that
provides curated, ubiquitous, and full-time access to his or her course work, and to much of the
knowledge of the world. Classroom time is dedicated to collaboration with other students and
teachers, team experiments, personal counseling and problem resolution by teachers. In this
educational paradigm, there are few lectures. Students may tackle assignments that transcend
narrow subject matters in favor of broad learning experiences tailored to their needs and abilities.
The devices and software that teach them are designed specifically for this purpose. The teaching
programs measure students' progress by monitoring their expressions and vital signs. When necessary,
a program may require a student to repeat an exercise or will divert the student to a different approach
to understanding a concept or even to a different course of study more appropriate to the student's
aptitudes.
Computers and other connected devices have become an integral part of the education of a
significant segment of the public, but the impact of these devices has been limited by the inability
of our educational system to understand, never mind embrace, the power of full time access to
most of the knowledge of the world, and the economics that exclude most people from such access.
Further, we have not yet been able to demonstrate that the good side of the “digital divide” is
demonstrably superior to the other side. The concept of the “flipped classroom” is about to change
this.
11
Education and Wireless Broadband Are Irresistibly Intertwined. There is evidence that new approaches
to education will not only create people who are more educated, but rather a class of people who
are better at problem solving, at abstracting, and even at learning than people who are traditionally
educated. Children who grow up immersed in the new educational paradigm will have more
developed brains, a larger neocortex, more synapses. Collectively, they will represent a step forward
in the evolution of mankind (and, of course, womankind).

BELARUS
The talk about growth of mobile advertising segment
is not justified yet
According to various estimations, this year
smartphone penetration has exceeded the
threshold of 30% within total mobile subscribers –
this group has more than 11 million users in
Belarus. Belarus is rapidly approaching the rates
of developed markets. It shows in the growth of
users, in affordable price and high quality of 3G
mobile internet coverage. The talk about growth
of mobile advertising segment is not warranted
yet. At the time, due to regulatory restrictions,
mobile advertising was actually put under a ban
in Belarus. Today ads in applications or mobile
browsers can be classified as online media
advertising. And as soon as it becomes an
interesting issue for advertisers due to a number
of parameters, sales agencies will quickly
position themselves and offer some solutions.
This means that this segment in Belarus will be
developing in keeping with the laws applicable
in all the other media and contextual advertising
under strict supervision of sale houses. Mobile
internet will drive the overall online business in
the country. And that is good.
Sergej Skorohoda, CEO, Marketing.by project
12
Mobile page views growth
Tablet
Phones
PC
4%
94%
Source: gemiusRanking, Jan. 2011 - June 2014
30%
25%
20%
15%
0%
60%
50%
20%
2%
98%
2%
0%
01.2014
01.2014
01.2013
01.2013
10%
10%
0%
28%
60%
29%
46%
25%
3%
18%
19%
17%
16%
16%
11%
40%
30%
06.2014
06.2014
06.2013
06.2013
Samsung
Nokia
Huawei
Apple
Samsung
Prestigo
Top 3 phone manufacturers by share of page views
Top 3 tablet manufacturers by share of page views

Budgets for mobile display advertising are small and, to a considerable extent, represented by the same
mobile operators
A breakthrough on the Belarusian mobile internet happened in 2010, when all three GSM operators
offered 3G service. It all started with operators' offer of 3G-modems to their customers. This has led to a
slowdown and stagnation of Wi-Fi networks development in Belarus. Since 2012, operators have been
actively promoting smartphones with good internet plans in package. Further development will be related
to the decreasing in the cost of mobile internet, increasing its speed and improving its quality. So far
budgets for mobile display advertising are small and, to a considerable extent, represented by the same
mobile operators. But, since mobile traffic increases and the diagonal of mobile devices grows, more and
more advertisers focus on mobile versions of their sites.
Mikhail Doroshevich, Online Media Consultant and Contractor, e-belarus.org
Hourly distribution of page views for PCs, phones and tablets
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
13
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend
Source: gemiusRanking, weekday, 27 June 2014 vs. weekend, 1 June 2014

BULGARIA
14
Tablet
Phones
91%
40%
35%
30%
25%
20%
15%
0%
Nokia
The mobile advertising did not succeed to develop
up to the levels expected for 2014.
At the present stage, mobile ads are perceived
much more as a tool for focused communication
with the users and a channel that supports the
main online campaign. This is why most of
websites give it as a bonus for online campaigns
with more substantial budgets. The increasing
and significant growth of smartphone usage and
mobile internet is undeniable, which is in
contradiction with the small amount of budgets
allocated to this channel. More and more
publishers, however, are offering ad formats
and functionalities visualized in multiscreen
environment. Thus the publishers help to
increase the campaign reach and to attract
more quality traffic to the client's landing page.
Most of the advertisers and the media agencies
are probably at a stand-by, watching the processes
and carefully evaluating strategies - without taking
any big risks, which as a matter of fact was until
some time ago the same path of development
for the standard online advertising in Bulgaria.
It will take some time, but soon the mobile
advertising will take its rightful place in the digital
media mix. Hopefully this will happen next year.
We believe that the standard mobile advertising
is not the most felicitous path for development.
The possibilities for more deep and complicated
projects, which by the way will be more result-oriented,
will help the future growth of this
media channel.
The mobile internet is successfully progressing
and as a result the online advertising business can
not stay uninterested for a long time. The
investments in mobile versions of the already
existing website as well as the creating of
applications is an obligatory part of the strategic
planning and media presence of the companies.
Probably soon each media plan will contain a
separate obligatory part where all suitable mobile
channels will be listed. The online business is
influenced by the users' actions which more often
now are created through mobile devices. The easier
the mobile consumption and usage of certain
website, the bigger the return of investment.
Kornelia Boiadjieva, Digital Account Executive,
Universal Media, Bulgaria
PC
100%
01.2014
01.2014
01.2013
01.2013
10%
60%
50%
40%
30%
20%
10%
0%
06.2014
06.2014
06.2013
06.2013
Apple
Lenovo
Samsung
Samsung
Apple
3%
6%
0%
0%
33%
54%
38%
37%
22%
25%
19%
24%
16%
0%
10%
16%

Only 9% of all planned ad impressions are allocated for mobile advertising
Despite the long-anticipated invasion of the mobile advertising, up until now, 2014 cannot be described as the 'year
of mobile'. Only 9% of all planned ad impressions in the campaigns measured by our 3rd party ad serving system
(gemiusDirectEffect) are allocated for mobile advertising.
There are a few main reasons in my opinion. Even now, only some of the media websites in Bulgaria have
developed a successfully working mobile version. Less than 10% of all websites have a mobile version - from 300
websites measured in gemiusAudience monthly research study, only 30 mobile versions were present. Mobile
versions of the sites are developed mainly by the large and mid-sized media groups. This is why most of the
advertisers probably don't allocate big parts from their budgets in mobile - they don't have a large variety of possible
mobile channels, and as a result they cannot get the aimed reach as easily and cost-effective as they want. The good
news is that when redesigning the websites, they are now planning responsive designs, which easily adapt to
different devices via which the site is visited. More and more often, the publishers are creating different
applications that improve the users' experience and help them save time when using their favourite media
channels. The other reason is that mobile advertising is still perceived as a new channel. Most of the advertisers
are usually looking for feedback and interesting case studies before they even think to invest more actively in
mobile. This is why the more interesting and useful information there is on the market, the more likely new
budgets for mobile are. Last but not least, the mobile CPM is relatively higher than the standard one. Mobile
advertising also needs special formats, which callls for additional costs. With that in mind, it's no surprise that
mobile is still only a supporting channel in the digital media mix.
Almost all of mobile operators in Bulgaria are currently focused on smartphones usage expansion. The reason is
simple - the usage of smartphones demands constant internet connection (3G, etc.) which allows them to upsell
more of their products. The mobile operator clients now are using their phones not only for conversations as it used
to be in the past, but also for digital communication, sending/receiving e-mails, instant chatting, Facebook, twitter,
Instagram, foursquare, etc. So the future of the mobile internet looks bright. This of course, will affect the online
business positively, because the users will always be online and ready to click- whether they are in the office, in the
car or in the street.
8% PC Weekday
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
7%
6%
5%
4%
3%
2%
1%
8%
7%
6%
5%
4%
3%
2%
1%
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
15
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
0%
PC Weekend
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
0%
PC Weekday
PC Weekend
Yordanka Blazheva, Account Manager, Gemius Bulgaria

CROATIA
Tablet
Phones
PC
40%
35%
30%
25%
20%
15%
10%
0%
Sony
37%
37%
27%
13%
Mobile has rapidly showed increase in terms
of usage in this year. This happened partially due
to the content (where more of it is available on
mobile enabled and responsive sites) or
technology and infrastructure side (much more
mobile flat-rate tariffs, bigger and faster devices,
etc.). For the first time, some sites, obviously
depending on regional traffic source and type
of industry, showed desktop traffic falling
below 50%. This is the sign that the long-awaited
boom of mobile has happened in Croatia.
Unfortunately, this boom did not affect the growth
in advertising budgets, mainly for two reasons:
majority of clients still didn't adapt their sites to
mobile, and there is no measurement and/or
research of mobile specific traffic on sites and
apps. Both these facts are objective obstacles to
serious growth of mobile advertising budgets.
Although the rise of mobile is staggering and it
influences some decrease in desktop traffic,
depending on the type of service and content
offered, it will accelerate the downfall in
consumption of other media, especially print and
traditional radio. More and more people, when
outside and in needed some information or
entertainment, reach for their mobile and tablet
rather than newspaper when having a coffee. Car
radio consumption for example will experience
more decrease with the growth of digital streaming
services and podcast services. It will definitely
direct more budgets towards digital advertising in
all of its forms.
Saša Škorić, Digital Manager, Omnicom Media
Group Croatia
01.2014
01.2014
01.2013
68%
01.2013
70%
60%
50%
40%
30%
20%
10%
0%
06.2014
06.2014
06.2013
06.2013
Apple
Huawei
Samsung
Samsung
Apple
Long-awaited boom of mobile has come to Croatia,
but still is not reflected in growing mobile
advertising budgets
16
55%
27%
13%
26%
13%
7% 7%
3%
18%
79%
98%
2%
0%

Mobile traffic is at a constant rise of 5% quarterly in Croatia
Although by looking at the statistics of consumer consumption of mobile internet, one can say that
the year of mobile has come to Croatia, this trend is not so apparent in advertising expenditures.
Mobile traffic is at a constant rise of 5% quarterly and accounts for almost 20% of all page views made in
Croatia. However, the share of overall advertising budget for mobile is approximated at less than 5%.
Gemius is planning to introduce a multi browser approach and we are sure this will bring transparency and
help to increase the advertisers' interest and expenditures in mobile.
As currently most half of the websites whose business model is online advertising are not responsive,
it is expected that most of them will change their design accordingly in the next couple of years. Also,
we can most probably expect an appearance of networks and agencies specialized in mobile advertising
that will offer specialized mobile advertising solutions. The market in Bosna & Herzegovina is following
the trend, except it is not yet as developed.
Vibor Kalogjera, Country Manager, Gemius Croatia and Bosnia & Herzegovina
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
17
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

18
CZECH REPUBLIC
The year of mobile for the Czech Republic happened
in 2013
I think the year of mobile for the Czech Republic
was actually the last year, i.e. 2013, when lots
of new devices appeared on the market and the
share of mobile page views grew from 5 to 10%.
Currently, over 40% of the online population is
connected on a mobile device and the growth of
usage goes on.
I believe the marketers are already taking into
account the importance of mobile and the second
screen. We can see the mobile ad spend rapidly
growing and together with the growing
penetration it is one of the key drivers of the
online business.
Pavel Ševera, Project Coordinator, SPIR/IAB Czech
Tablet
Phones
PC
3%
8%
89%
99%
1%
0%
01.2014
40%
30%
20%
10%
0%
01.2014
01.2013
01.2013
39%
15%
14%
06.2014
06.2014
06.2013
06.2013
Samsung
Apple
Sony
Apple
Samsung
Prestigio
35%
68%
50%
15%
16%
19%
14%
2%
10%
70%
60%
50%
40%
30%
20%
10%
0%

In June 2014 almost 11% traffic was generated by mobile devices
In two years, the traffic from mobile devices increased nearly four times, which means that in June 2014,
almost 11% traffic was generated by mobile devices: 8% by mobile phones and 3% by tablets. If we
consider the global trends, the mobile boom is still to come and we are expecting a constant growth
in this area in the Czech Republic. In May 2014, the number of users visiting the mobile websites
measured in NetMonitor (gemiusAudience) from mobile phones and tablets exceeded 3 million, which
means that almost half of Czech internet population uses mobile devices to connect the internet. The
number of mobile page views in comparison to April grew by more than 14% and now amounts to nearly
one billion. Among the most visited websites from mobile devices we can find news portals such as
m.novinky.cz and m.idnes.cz as well as horizontal and tabloid portals such as m.seznam.cz and m.super.cz
(all with around 900 thousand - 1 million real users). Apart from that, Czech users spend most time on a
website broadcasting online sport matches - on average two hours per user per month.
Phone Weekday
Phone Weekend
19
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Josef Richtr, Research Manager, Gemius Czech Republic
Tablet Weekday
Tablet Weekend

20
ESTONIA
In 2014 mobile advertising has started to show its
full potential
We are glad that clients are investing more in
mobile environment, where the ad clutter is
relatively low and therefore qualitative parameters
are high above average digital advertising levels.
Mobile advertising revenue increase is exceeding
our expectations on monthly basis.
The growing mobile penetration builds a strong
platform for location based advertising, gives
additional targeting possibilities and allows to
display technically very interesting solutions. In
general, mobile allows digital advertising to
continue grow.
Liis Ristal, Advertising Director, Postimees
Tablet
Phones
PC
35% 33%
01.2014
01.2014
21%
18%
01.2013
01.2013
23%
18%
06.2014
06.2014
06.2013
06.2013
Samsung
Apple
Sony
Apple
Samsung
Asus
5%
9%
86%
100%
0%
0%
40%
30%
20%
10%
0%
70%
60%
50%
40%
30%
20%
10%
0%
63%
50%
28%
32%
6% 7%

One of the biggest challenges is to monetize mobile users and their page views
The year of the mobile has definitely come to Estonia. Compared to 2011, mobile devices share of
page views has increased by more than twenty times (from 0.65 per cent in June 2011 to 13.81 per
cent in June 2014). We are glad to see that advertising budgets are growing and mobile market is
monetizing the new inventory. We are also proud of the fact that we are launching a multiplatform file
including data about Real Users and usage by device type: mobile, tablet and PC. We are sure this will
bring even more focus on mobile devices!
What about the future? Even now mobile internet in Estonia has good coverage and decent speeds
that are affordable. One of the biggest challenges is to monetize mobile users and their page
views.
Tablet Weekday
Tablet Weekend
21
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
Paap Peterson, Country Manager, Gemius Estonia
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend

3%
18%
79%
99%
1%
0%
22
HUNGARY
The domestic market has started to adjust to
the post-PC era
The traffic source of online contents is changing
as expected, due to the new trends on the mobile
phone market set in motion after 2007.
While the sales of classic PCs are in a slump,
smartphones and tablets are getting stronger,
with the rise of the cheap and more affordable
variants. Telecommunications companies offer
a large vaiety of data packages and are making
it a focal point of their campaigns. This, combined
with widely accessible free wifi networks, has
led to a notable breakthrough on the mobile
market. Beside the web services it also affects
the entire application market.
Although slightly behind the Western European
trends, the domestic market has started to adjust
to the post-PC era, the traffic running through
telecommunications companies is growing in all
major digital service segments.
Mátyás Dobó, Telekom Hungary,
Head of Product Development
Tablet
Phones
PC
Source: gemiusRanking, 06.2012 - 06.2014
01.2014
01.2014
35%
01.2013
70% 68%
01.2013
06.2014
06.2014
06.2013
06.2013
Samsung
Apple
Sony
Apple
Samsung
Asus
40%
35%
30%
25%
20%
15%
37%
18%
21%
17%
14%
10%
5%
0%
60%
50%
40%
30%
20%
10%
0%
61%
17%
22%
5% 6%

23
Mobile ad spending reached almost EUR 6.4 m in 2013
Smartphones play an increasingly important role in people's daily lives. By mid2014, mobile page views
have reached 13% of total page views, which means that every 8th page view comes from a mobile
device - including smartphones and tablets.
Mobile devices are not only important in our everyday lives, but more so for the business segment
as well. Mobile ad spending reached almost EUR 6.4 m in 2013, which is 5% of the digital advertising
market (IAB ADEX 2014). So there is a growing need from advertisers and agencies to understand
the market better, which was previously mostly the focus of mobile electronics and related
companies.
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
Géza Ambruszter, Country Manager, Gemius Hungary
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

24
LATVIA
Tablet
Phones
Apple
45%
40%
35%
30%
25%
20%
15%
Top 3 tablet manufacturers by share of page views.
The picture looks quite promising in terms of
consumers usage and adaptation to mobile
devices, but clients, on the other hand, have a
more conservative attitude towards this trend.
The budgets have seen a slight increase due to
new ad publishers, for instance AdQuota with
new and interactive advertisement formats. It
does seem that a lot of clients are focusing only
on current marketing plans and don't see the
larger picture. In order to adapt to mobile later it
will need to happen even faster and at more
cost. Large portion of clients are not ready to
invest in creating a separate mobile website,
but are rather okay with a concept of creating
a responsive/adaptive page for separate
projects/landing pages. Apps are still a very risky
area due to adaptation challenges faced by most
brands.
Another segment that is increasing in mobile is
mobile search – Google has started to take a larger
share of clients budgets due to official entree of
YouTube and now their share has increased even
more due to mobile search.
Mobile will continue to grow rapidly. This will
be influenced by increase in smartphone
penetration as well as larger coverage of LTE (4G)
and affordable data plans. As mobile traffic will
grow rapidly, this should encourage clients to
experiment more in this area and actually
consider mobile as part of their online strategy,
which now applies in our case only to global
clients.
Online business will largely benefit from this
adaption if users are given the right content where
and when the consumers want it. If brands are
aware of user location, intent and context it's a
powerful tool to grow brands business as even
in this realm – content is king.
Ilja Olijevskis, Head of Digital, Mediacom
PC
01.2014
01.2014
01.2013
70% 65%
01.2013
06.2014
06.2014
06.2013
06.2013
LG
Prestigio
Samsung
Samsung
Apple
Content is king of mobile users' engagement
3%
8%
89%
99%
1%
0%
10%
5%
0%
35%
46%
25%
17%
5%
10%
60%
50%
40%
30%
20%
10%
0%
47%
27% 36%
1% 4%

25
Internet traffic from mobile devices records considerable results
We believe that the data on internet consumption divided into different platforms (PC, mobile, tablet)
will be a good basis for the further development of internet media market. Current audience data shows
that internet traffic from mobile devices has gained considerable results – the most visited website from
mobile phones in one month can reach the same audience as 7-8 most popular website visited from
computers. This means that audience from mobile devices certainly should be taken into account. New,
advanced solutions and options adapted for each environment should be offered. Latvia is one of the
first markets where Gemius has implemented multiplatform in gemiusAudience research and where
such data are provided. We are really proud to deliver these data to our customers and we already can
see the effects. Internet audience share in three platforms – PC, phones and tablets opens new
opportunities and gives internet media a chance to attract more advertisers. For example, websites
who lag far behind the top visited websites (from traditional PC) show great engagement results
from mobile devices. This opens new horizons and opportunities.
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
Linda Egle, Country Manager, Gemius Latvia
PC Weekday
PC Weekend
PhoneWeekday
PhoneWeekend
Tablet Weekday
Tablet Weekend

26
LITHUANIA
I think Lithuania was the first country in the world
where mobile came in, because historically we
had more than 100% penetration of mobile
devices. Speaking about mobile data traffic it's
just about to boom - fixed plans for data traffic
from operators, websites adapting their contents
to mobile or even creating apps, changing lifestyle
for all of us. Ads are a part of mobile already, but
we just need a little bit of time from customers
- mobile is now where internet ads were in the
middle of 1990s.
Mobile is there and it's transforming already. The
future belongs to those who prepare for it today
and we can already see it for such industires as
wearables, healthcare or education. Facebook
already makes more than 50% of all ads from
mobile, Google dominates as No. 1 this market
already (source: http://online.wsj.com). Even
Amazon launched its own mobile phone for usage
of its services. And there is more to come and we
have a bright future ahead, I believe.
Ričardas Baltaduonis, Managing Director, Lrytas.lt
Tablet
Phones
PC
Mobile is now where internet ads were in the middle
of 1990s
4%
14%
82%
99%
1%
0%
01.2014
01.2014
39%
01.2013
70% 66%
01.2013
06.2014
06.2014
06.2013
06.2013
Samsung
Apple
Nokia
Apple
Samsung
Asus
50%
40%
30%
20%
48%
21% 19%
19%
11% 10%
0%
60%
50%
40%
30%
20%
10%
0%
54%
26% 33%
4% 4%

27
Mobile advertising is lagging in the advertisers' adoption rates for several reasons
Mobile audience is there already – some digital media channels reach 50%+ of their desktop audience in mobile.
But mobile advertising is lagging in the advertisers' adoption rates for several reasons:
1.Natural resistance of decision makers to change habits and implement “mobile-first” strategy framework.
2.No or little investments in proper development of m-websites makes it hardly viable to have mobile campaigns-no
proper landing page usually limits the success of digital bought media.
3.Lack of audience data – this in part has been resolved by Gemius with introduction of mobile data in Audience
researches.
4.Pricing of mobile inventory is still (inadequately) high, but media owners are already offering large discounts, so
prices will definitely correlate to a lower side once advertisers will start measure the actual reach/frequency data
properly and will start demanding efficiency from media channels.
The share of mobile page views increased from 8% to 19% during last 12 months
Numbers show facts. During the last 12 months, we have been observing a significant increase in page views
generated with mobile devices – the share of mobile page views increased from 8% to 19%. This means that not
only the number of mobile devices is growing fast, but also it proves that people are spending more and more time
browsing with their phones and tablets. And although publishers' income from mobile traffic doesn't show the
same pace of growth, with such acceleration we should expect local market players to implement additional
strategies during the next 12 months and monetize mobile traffic to a greater extent.
I am very glad that this July Gemius officially launched the multiplatfrom audience measurement in Lithuania,
because Hourly accurate distribution statistics of of page phone views and for tablet PCs, users phones and their and habits insights and knowledge. Next step I expect to see is our market tablets.
should fuel online business with additional
players making knowledge driven business
decisions and continue to increase online media market share.
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
Tomas Čerkasas, Account manager, iProspect
Gryta Balseryte, Regional Manager for Lithuania and Latvia , Gemius Baltic
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

28*
MACEDONIA
I would say the year of mobile is already in
Macedonia, but still not everyone is aware of that
fact. It is here in as far as the growth in the number
of mobile devices - including smartphones and
tablets - and the positive increase in use of mobile
internet is concerned, but the advertising budget
is still far from that.
In order to encourage advertisers to invest in
mobile some steps need to be made. The priority is
the content.
Macedonian market, mostly because of the its small
size, needs more time to justify the need for mobile
first content strategy – apps, services, news, etc.
The publishers and developers don't see enough
money on the market to justify any serious
investment in this segment, so it is the chicken or
the egg dilemma.
The future, in my opinion, will lean more towards
development of mobile apps for business services
provided by companies as additional tools for their
clients and less movements in the media sector.
However, I do see a market for some good mobile
news apps from which the parent media brands
will benefit.
Darko Buldioski, Founder & CEO,
New Media Agency, Macedonia
Tablet
Phones
PC
The year of mobile is already here but still not all
are aware of that fact
2%
86%
90%
8%
2%
27%
01.2013
64%
54%
16% 16%
01.2013
06.2014
06.2014
03.2014
03.2014
Samsung
Apple
Sony
Apple
Samsung
Asus
40%
30%
20%
30%
23% 20%
16%
10% 14%
0%
70%
60%
50%
40%
30%
20%
10%
0%
9% 12%
12%

29
The huge potential of online mobile shopping
The year of mobile has come in Macedonia, but only in usage of mobile internet, not so much in mobile
advertising. Given the fact that the digital market itself is not completely regulated and developed, with
digital spending still being less than 5% (estimated), the mobile advertising is still just an insignificant
fraction. Yet, if you compare the mobile advertising 2 years ago, we can conclude that there are changes
towards more mobile advertising spending - but it is still insignificant, budget and percentage wise.
The future of the mobile internet is almost here, almost everyone that has a phone, together with
internet access on it, with mobile internet being relatively cheap and accessible for majority of mobile
users. Next step will probably be online mobile shopping. This is an area that has huge potential, and it
is a trend that has already proven successful in other more developed countries, trend that we expect
to come here very soon.
Nikola Peshev, Digital Manager, New Moment Agency, Macedonia
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

30
MOLDOVA
The year of mobile came to our country only in
terms of mobile internet accessibility; we have 3G
connection, at great speed for less than 5-7 EUR
per month. But the year of mobile hasn't come
yet in terms of mobile device usage for internet
connectivity. Moldova is more traditional in
terms of internet consumption, most of the traffic
being registered on PCs. So if we speak about
mobile as a media channel and media market,
we have some way to go. At the moment, the only
publishers that monetize the Moldavian mobile
traffic, are Google and Facebook, which have the
option of mobile forms of ads already built in
for all the markets. Local publishers still hesitate
to build special ads formats for mobile versions,
again, mostly because the traffic generated from
mobile is still at a very low level in Moldova.
As we have seen already, Moldova in a certain
moment started at least to follow the region’s
trends, therefore the evolution of mobile in
Moldova is a question of 1 or 2 years. The influence
it will have can already be seen: taking into
account that PayPal added Moldova to its
operation country list and that the quality of
mobile internet is high, this is a huge opportunity
for online shops. Secondly, the growth will come
from mobile campaigns’ activation by Advertisers,
which are not using this option now, mostly due
to lack of data in the amount of smartphone and
mobile internet users (on smartphones and
tablets). However, we will assist to an increase in
interest to this channel and potential researches
will be done by current MMI (TGI) provider
company in Moldova, that can change the
situation.
Dorel Samoila, Vice CEO VivaKi Moldova
Tablet
Phones
PC
The year of mobile is already here but still not all
0% are aware of that fact
100%
90%
1%
1%
01.2014
40%
30%
20%
66%
64%
18% 20%
01.2014
06.2014
06.2014
03.2014
03.2014
30%
32%
26%
31%
18%
10% 13%
0%
70%
60%
50%
40%
30%
20%
10%
0%
7% 7%
0%
Apple Samsung Nokia
Apple Samsung Nokia

31
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

32
POLAND
Polish mobile market grows with similar dynamics as in
other countries of the region. One of the most important
factors stimulating this process is the competence of
Polish engineers. Creativity and quality of their products
gains huge recognition in the other markets, including the
US. Lots of Polish mobile applications, including hardware
based projects, successfully compete in Appstores or on
Kickstarter. In these two areas we are definitely at the
European forefront. Global opportunities tempt best local
companies, which in long term can affect the quality of
products prepared exclusively for the Polish market.
On the other hand, Polish publishers are trying to select
from their offer those pieces that can be delivered as
applications. However, more than one million downloads
per platform is still an achievement. What is more, the
mobile advertising market has the slowest growth in
segment due to the low awareness of people who plan
campaign budgets. That problem can be solved by
establishing common research standards for mobile web
and application traffic, which will give decision-makers
scale of mobile page views, but also retention and time
that users spend on their mobile applications. After that
problem is solved, the budgets will grow much faster
than now.
The future, in my opinion, will lean more towards
development of mobile apps for business services
provided by companies as additional tools for their clients
and less movements in the media sector. However, I do
see a market for some good mobile news apps from
which the parent media brands will benefit.
Global major challenge that is still before us is not just a
matter of using RWD, HTML5 or native apps technology,
but also the right proportion of content or service range
provided on mobile terminal which now is used much
often than desktop computer.
For all online industry itself it is extremely important to
build the appropriate in-house competences on strategy
level. It is always possible to outsource some development
tasks but the providers have to be sure that they choose
the right “mobile” strategy for their businesses. Especially
because a lot of publishers will see drops of their revenues
due to increased traffic from mobile devices that cannot
display so many advertising forms as regular websites.
Profits from mobile video ads can cover some of the
losses but do not guarantee full coverage.
Also the e-commerce companies have to focus on mobile
users too. Next few years will definitely show large
migration from desktop to mobile, especially to tablets,
which ensure great user experience in online shopping.
By far the greatest opportunities are given to the
providers of entertainment and mobile services. They do
not have to worry about their future.
Tomasz Woźniak, co-owner and CEO, Future Mind
Tablet
Phones
PC
Competences of Polish engineers stimulating Polish
mobile market growth
3%
8%
89%
99%
1%
0%
01.2014
Sony
35% 32%
30%
25%
20%
15%
01.2014
01.2013
70% 69%
01.2013
06.2014
06.2014
06.2013
06.2013
Apple
Lenovo
Samsung
Samsung
Apple
10%
5%
0%
34%
20% 19%
10%
14%
60%
50%
40%
30%
20%
10%
0%
55%
18%
24%
0% 5%

33
Advertisers will soon appreciate the unique possibilities mobile advertising gives
For years now we hear the opinions that the next year will belong to mobile, however, it is difficult
to define precisely what exactly the "year of mobile" would mean. If the major determinant would be
the popularity and prevalence of mobile devices – smartphones and tablets – then we should state
that the "year of mobile" is already behind us. Over the past 2 years only, the percentage of traffic from
mobile devices increased almost fourfold. On the other hand, if we analyze the situation in respect
of the interest the advertisers have in mobile advertising and the unique opportunities it offers, it
turns out that we still have to wait for the "year of mobile". Obviously, the advertising budgets spent
on mobile rise steadily YOY, but they still represent only a small percentage of the online advertising
pie - according to IAB / PwC AdEx Report, mobile advertising represents 1.1% of the online advertising
market (data for 2013).
The further growth of traffic from mobile devices will result in increasing interest of the advertisers,
who will soon appreciate the unique possibilities mobile advertising gives. The clutter on the mobile
platform is still quite insignificant comparing to other online channels and the mobile devices provide
targeting capabilities which are not to be underestimated. All the time we observe the constant
development of mobile technology which enables precise localization of smartphones' and tablets'
users (e.g. using GPS or IPS technology such as Apple iBeacon) and so on. This opens up completely
new possibilities for advertisers in reaching the target audience with their message in a particular
time and place, for example by serving information on the store or restaurant promotion to the
potential customers who happened to be nearby.
Joanna Skierska, Country Manager, Gemius Poland
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

34
ROMANIA
Mobile penetration is already big, and with +22 m active
SIM cards, sounds like a +100% penetration... It is very
important for digital advertising industry that one: the
share of smartphones/tablets should be also increased –
there are some estimations such as an average of 1 in 4
Romanians owning one, and two: to decrease internet
mobile data costs. But both these issues already resolved
by the telecom players who are coming with ever
improving offers exactly in this area. So we can consider
it done.
Regarding mobile advertising, there is certainly a wish in
the market to use its potential, and if clients meet the right
specialists, campaigns can note great results and promote
biggest share for the next one, and so on.
One more point here, related to research of how much
mobile traffic is these days vs. desktops: there is still an
impressive share of the desktops, but consider mobile
versions as generally being really optimized. What I mean
is that the traffic data volume in terms of kb just says
that on desktops we consume “richer” content, not
necessarily less time…
The future of mobile internet is probably easy to predict,
because entire future will be… mobile. There is already a
big trend towards “mobility”, with desktops and even
laptops manufacturers trying to find a way to stop the
total decline, while losing ground to all the “super”
(because also laptops are mobile, aren't they?) mobile
devices of the moment. To provide a parallel, just think
about Nokia's delay in venture to smartphones, and see
how hard their mission is now - just to have an image of
how fast things are moving… So the influence of mobile
(internet also) will be more than big, becoming probably
the core in few years. Because there is a media rule which
says: we go where the audience goes… Is just one big thing
we have to take care of: mobile devices are really
personal…and this means that somehow they can become
the greatest friend (of advertisers) but also with a big risk
to become intrusive – I think that this will be the big
challenge of the next years: to be visible, with engagement
potential, but to succeed to skip the intrusive effect.
Romania has all the reasons to follow the mobile trend.
Just think about all the telecom players' communication of
these days , with so much focus on smartphones/tablets
and data offers. With T-mobile also entering the market
this September, we have all the premises to increase the
reach and time spent. The next link in the chain are the
brands, who just need to adapt their strategy, creative
and so on, and start, if they didn't already, to
communicate properly. So, Romania will certainly be part
of this story.
Cosmin Otel, Digital Strategy Director,
Initiative Romania
Tablet
Phones
PC
Mobile is a part of Romanians' lives
4%
5%
91%
99%
1%
0%
01.2014
Apple
40%
50%
40%
30%
20%
80% 79% 71%
01.2014
01.2013
01.2013
06.2014
06.2014
06.2013
06.2013
Nokia
Asus
Samsung
Samsung
Apple
45%
29% 27%
13% 12%
70%
60%
50%
40%
30%
20%
10%
0%
13%
20%
4% 5%
10%
0%

35
Mobile ad spends come mostly from pioneering initiatives rather than strategic focus
I think that mobile has come in Romania, but not in a giant leap - rather through a steady growth in
terms of mobile penetration, mobile business and time spent on mobile internet by users. However, in
terms of advertising, ad spend on mobile is made mostly by pioneering initiatives rather than strategic
focus. We do expect slow but steady growth in mobile ad spend in Romania. We perceive mobile more
as a part of the development process experienced by the entire digital sphere rather than a medium
competing with desktop. From this perspective, we think this brings opportunity to online business,
opportunity that today is up for grabs, but tomorrow you will hardly find an uncrowded spot.
Victor Avram, Country Manager, Gemius Romania & Moldova
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

36
RUSSIA
Tablet
Phones Boom in consumption, but not in mobile advertising
If under the statement “the boom of mobile
internet” we understand the boom of consumption,
then this trend has already started and has
continued in Russia for 3-4 years already. It began
once operators have established a decent mobile
connection. With regard to mobile advertising
boom, it is likely to bang next year. This year's
budgets for mobile ads were dripping very carefully.
The future of mobile depends on many factors, e.g.
the speed of mobile internet or the quality of mobile
production. In a nutshell – it is too early to make
more precise predictions in this area.
Elena Pikunova, Director, Sales & Product
Marketing, Opera Media Networks
PC
5%
91%
98%
2%
0%
27%
01.2013
79%
13%
01.2013
06.2014
69%
18%
06.2014
Apple
Samsung
Nokia
Apple
Samsung
Asus
40%
30%
20%
35%
30%
22%
10% 10%
0%
80%
70%
60%
50%
40%
30%
20%
10%
0%
3% 4%
4%
01.2014
01.2014
06.2013
06.2013
25%

37
Transparency of the market as the main barrier for mobile advertising development
The mobile internet boom in Russia has been already present for quite a long time. Our research shows that in
June 2014 already 9% of all traffic was coming from mobile devices, which means 450% growth in comparison
to January 2011. Main mobile operators in Russia (MTS, Beeline, Megafon, Tele-2) are actively promoting the
popularity of mobile internet, providing for their customers good connection quality and great rates. Mobile
devices become more and more available, and for the user purchase of personalized portable device is often a
more effective investment in getting network access than purchasing a laptop or PC.
According to IDC data, within the 3rd quarter of 2013, Russia received nearly 2.71 million desktop and
laptop PCs. Comparing to the same period last year, PC market decreased by 30.7% in terms of units and by
23.9% in terms of money. Earlier this year, MTS published a study of mobile retail market and consumption
of telecommunications services in Russia in 2013. According to the study, the total mobile market in terms of
money amounted to 230.7 billion rubles. The monetary growth of Russian mobile devices market in 2013
slightly dropped to 12.2% (15.6% in the same period of 2012). The number of smartphones sold in Russia in 2013
reached 19.7 million - 54.2% more than in 2012.
From the advertisers' point of view, we observe a growing interest in mobile advertising, but at the moment
there is one important problem - the transparency of the market. Also some technical problems, which advertisers
experience quite often, can be highlighted. According to the Digital Insights, within 140 sites which are in the top
100 of Russian advertisers rated by AdIndex, mobile or adaptive version of web-sites amount only to 62, which
means that landing page is tailored only for PC. But advertisers from the automotive sector, telecom and
communication outlets are much better adapted to the new realities - nine out of ten sites have the needed versions.
It is worse in the Bank sector, HoReCa (hotels, restaurants, cafes) and retailers.
Mobile internet will make serious adjustments in the structure of advertising budgets, as for many companies it
will be greatly beneficial to use a personalized communication channel with users, and to have the ability to use
geo-targeting, displaying advertising messages. The internet is becoming more and more personalized also for
advertisers. In the first place comes the ability to properly and effectively build communication with each current
or potential customer. Mobile for such needs - the best option.
Anton Melekhov, Country Manager, Gemius Russia
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

38
SERBIA
Mobile marketing recorded the fastest growth in
the digital segment, but we can't talk about “the
year of mobile“ as long as the percentage of this
type of advertising remains token - in total digit,
only few percent. From year to year, the growth
will continue, but there is not going to be a “big
jump“ until the basic problems are resolved, which
at this point represent serious obstacles: the
unification of the mobile traffic (apps, mobile sites,
desktop sites, etc.) and the lack of relevant socio-demographic
statistics. The first and the main
problem is the lack of content for mobile platforms,
and the fact that most sites are still not optimized
for mobile.
Insufficient content is the eternal theme of the
local market, and in case of mobile the situation
is more serious. However, I expect this situation
to be resolved soon, most CMSs allow quick and
easy optimization for mobile platforms and media
should take advantage of this chance. Also, I am
more concerned about the tendency of the local
media to show the mobile traffic as desktop
traffic, because at the moment they can't
monetize mobile as they wish.
Bojan Rendulic, Managing Director, Initiative FB
Tablet
Phones
PC
Mobile marketing is growing, but there is not
going to be a "big jump" until the basic problems
are resolved
2%
84%
96%
4%
0%
33%
40%
30%
10% 9%
0%
01.2013
64%
17%
01.2013
06.2014
53%
22%
06.2014
Samsung
Nokia
LG
Apple
Samsung
Asus
38%
16%
4%
20%
70%
60%
50%
40%
30%
20%
10%
0%
6% 8%
14%
01.2014
01.2014
06.2013
06.2013
26%

39
The year of mobile, in the full meaning of the word, will not happen before 2015
Large increase of mobile traffic in Serbia during the recent years is followed by theoretically large
growth of mobile advertising budgets in percentages (200% YOY 2012 vs. 2011; 150% YOY 2013 vs.
2012), but in reality absolute mobile ad spend numbers are still quite small, making undeservingly low
part of the total online ad spend.
On the other side, investments that most of the publishers made in keeping the pace with the mobile
trends development are significant, and publishers are now looking for ways to get a return and make
mobile based profit.
At this stage of development, we can say that the year of mobile has come only partially (in the terms
of traffic and technology development), but not yet completely (in terms of monetization). Having
current trends in mind, it is very likely that the year of mobile, in the full meaning of the word, will not
happen before 2015.
Milan Kovačević, Country Manager, Gemius Serbia
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

40
SLOVAKIA
Despite the fact that the mobile internet is very popular
in Slovakia, it has not reached the peak yet. Mobile
internet population amounts to only one third of the
number of (standard) internet population. Technology as
well as the speed of connection and opportunities are
constantly changing, so the users' behavior is not stable
as well. Probably this is also the cause of the fact that
the volume of advertisement on mobile devices is still
low. We expect that the benefits associated with the
mobile advertisement – whether intensive use of social
contact and sharing actual experiences or the advantage
of the local reach - will come to the foreground of
marketers' interest, since the accurate targeting the
right people in the right time and the right place is the
aim of every effective advertisement.
The future of mobile internet is in the hands of providers
and producers of devices which can be used. Their
quality and availability is constantly increasing, so the
penetration will continue to grow in a fast pace as well,
which can soon result in the combined use of several
devices and later it can cause that certain groups of users
can completely replace the traditional devices for
obtaining information and for entertainment.
Marek Zámečník, Vice Director, Mediaresearch Slovakia
Tablet
Phones
PC
The future of mobile internet is in the hands of
providers and producers of devices
4%
13%
83%
98%
2%
0%
30%
40%
30%
10% 14%
0%
01.2013
01.2014
48% 43%
26%
01.2013
06.2014
21%
06.2014
Samsung
Sony
Apple
Apple
Samsung
Prestigio
36%
17%
8%
20%
60%
50%
40%
30%
20%
10%
0%
3% 14%
01.2014
06.2013
06.2013
21%

41
More than 1.2 million users visited websites from mobile devices in June 2014
Mobile internet in Slovakia is a very fast growing trend. People are willingly switching from classical
to mobile devices, which proves that 16% of all page views generated on websites measured by
AIMmonitor research (gemiusAudience) in Slovakia comes from mobile devices: 12% from mobile
phones and 4% from tablets. This is a relatively high number in the CEE region (4th place after Croatia,
Serbia and Lithuania). The number of users visiting websites included in research from mobile devices has
exceeded 1.2 million in June 2014, which means almost 35 thousand new users in comparison with May.
Slovak internet users are generating by mobile phones and tablets nearly 275 million page views in a
month and the highest number of page views was reached in categories: Social media, News portals and
Homepages of portals. The highest share of mobile page views compared to traffic from PC is noted
in two categories: Services, Maps, Travel schedules as well as Sport, where almost one third of page
views is generated by mobile devices. Mobile internet users spend most time on Dating websites
(4.5 hours per month), which is about 1.5 hours more than the time spent on the category which
took the second place: Home pages.
Ľuboš Ivanič, Country Manager, Gemius Slovakia
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

42
SLOVENIA
We have seen a boost in mobile internet usage last
year in Slovenia and in my opinion we will be seeing
much more of it when prices will fall even more.
Unfortunately, I do not see advertising budgets
switching to mobile yet in this year.
I see the mobile internet mainly as a huge booster
for different services that use location/time/
personal data combination. I see huge potential in
terms of the possibility of big revenues for those
services, as these can become a big game changer
when used on mobile (so big, that people will want
to pay big for them). On the other hand, I do not
see a huge potential in advertising, as the screens
are smaller there and honestly, Slovenia is not
doing great on web advertising right now, let alone
mobile.
That being said, I think that mobile advertising (in
terms of the right data at the right moment) will be a
game changer when we are all online 24/7 as this can
be the ultimate bridge between the user and the
brand. But I do not see that coming in Slovenia for
the next year or so.
Zoran Savin, CEO, Mojedelo.com
Tablet
Phones
PC
Mobile internet is a huge booster for different
services that use location/time/personal data
combination
4%
89%
99%
1%
0%
48% 47%
01.2013
67%
24%
01.2013
06.2014
54%
33%
06.2014
Samsung
Apple
Sony
Apple
Samsung
Asus
50%
40%
30%
20%
16%
13% 11%
70%
60%
50%
40%
30%
20%
10%
0%
4% 4%
7%
01.2014
01.2014
06.2013
06.2013
16%
10%
0%

43
Mobile traffic is growing, but mobile ad spends remain small
The year of mobile has already come to Slovenia, but only in terms of growing usage, not in terms of
growing advertising budgets, as they are still remaining very small. I expect mobile internet to grow
even more in the following years and also advertising budgets are going to reallocate more into
mobile. Online businesses will expand on a mobile devices as access to internet is granted on almost
every step. This will speed up the growth of online advertising budgets in general.
Gregor Nisavic, Country Manager, Gemius Slovenia
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
14%
12%
10%
8%
6%
4%
2%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

Turkey go mobile
We have 9,5% mobile penetration, 51 mio 3G user and more than 26 mio mobile broadband user in
Turkey. 4
According to the research conducted by Millward Brown in Turkey, users spend 132 minutes on mobile
in Turkey and 40% use 2 screens at a time. Even though penetration and time spent on internet is that high,
the medium can not get a proportionate share from the advertisement spendings; according to IAB Adex
report, the share digital gets from ad spendings is only 4% of total. The reasons lying behind this low share may
be the advertisers’ not yet using the mobile destinations effectively as well as their not being familiar with the
ad formats eligible to the nature of mobile.
If we talk about the global data of trends and formats that will help grow the medium; in 2013, 53% of the
mobile data traffic has come from video and it is expected that this ratio would rise up to 69% in 2018. Parallel
to this, mobile video ads are increasing... There expected an increase of 84% in mobile video as spendings
in 2015.
The applications notifications at smartphone and tablets, native ad applications such as advertorial,
sponsorships intergrated into site content and proximity marketing, integrated ad display with SKD code will
have Hourly an important distribution role of on page the growth views for of the PCs, medium.
phones and tablets.
Also, I believe that multiscreen advertisement will help the medium to get the deserved share.
Rima Erdemir, Board Member and Marketing Council Chair, IAB Turkey
44
TURKEY
4 *source: ICTA –Informations and Telecommunications Informations Technology (TO NA DOLE JAKO PRZYPIS)

In terms of investing in mobile display ads, our
relationship status may be described as "flirting". Both
smartphone penetration and 'digitalization' of marketeers
have direct effect on media budgets, and we're still in the
learning phase. As we progress to build effective mobile
media experiences, the total mobile adspend will surely
increase exponentially. Right now, majority of marketeers
are choosing their traditional comfort zone over this
experimental area. But we can also read the growth of
Mobile and Video as a sign of high potential over the
upcoming adspend. Advertisers or Agencies may also
want to look into mobile search volumes to come up
with new ideas and approaches, since it's one of the
biggest reasons that affects mobile usage. Development
of mobile internet will surely challenge any type of
business. Right now, we're barely keeping up with digital
ways of marketing. To overcome this, we need different
HR approaches, challenge our traditional ways and
appreciate people who are pushing the boundaries. As
things are becoming more and more digital & real time,
businesses will also have to be mobile agile and invest
to influence their customers anywhere. This could
affect both branding and top-of-mind topics that
researchers have been focusing upon when it comes
to online businesses. In short, it's a fast growing world
and this is the perfect time to be in the eye of the
digital storm.
Bora Başman – IAB Turkey Education
Committee Member
45
Tablet
Phones
PC
Majority of marketers are choosing their traditional
comfort zone
2%
12%
86%
100%
0%
0%
38%
01.2013
87%
8%
01.2013
06.2014
75%
19%
06.2014
Samsung
Apple
Nokia
Apple
Samsung
Asus
01.2014
50%
40%
30%
20%
51%
21% 23%
12%
1% 2%
01.2014
06.2013
06.2013
26%
10%
0%
100%
80%
60%
40%
20%
0%

We all went to mobile, and we're not only talking about mobile phones and tablets, but also mobile advertising used
by various companies to promote their products and services. The most significant reason of mobile advertising
usage is due to the increase of mobile phone penetration growth rate in Turkey (30% by the end of the
year).
According to BTK reports published at the beginning of 2013, there were nearly 20 million mobile internet users
in Turkey and this number has increased to 24 million in one year.
Because of this growth in the mobile sector, companies and media planners prefer to use mobile channels
for advertising much more than last year. To state it in figures, in 2012, advertising investments of companies
were 36 million TL and by the end of 2013 it reached 44 million TL.
Since the mobile sector's combined revenues from application usage and data services are growing fast,
companies' transition to the mobile world is happening more quickly. For these reasons, nowadays a lot of
companies, not only the online businesses, but also other various companies in Turkey, decide to sever part of
their marketing budget to mobile advertising activities, because this technology allows them to get more
detailed data and to reach the targeted audience. Also, it enables them to respond to the business and marketing
strategy and customer engagement with greater ease and at lower costs than before.
On the other hand, as we all know, using the mobile internet makes our lives much easier as a user. The range of
mobile internet usage is increasing day by day. Because of all these reasons, we believe that in the future mobile
internet usage will take more space in our lives and companies business strategies than today. We are proud of
being a part of such an innovative sector.
Volkan Biçer, IAB Turkey Technical Board Member and the CEO of Mobilike
We can see both a growth in mobile ad spend and penetration in 2014. In Turkey, young generation see
smartphones as a must. With the multiplatform measurement of Gemius, now mobile audience can be measured.
This will be the catalyst of real mobile boom. Expect the unexpected! What about the future of mobile internet?
Its growth will make a revolutionary impact at traditional press, for sure. On the other hand, online transactions
and banking would be affected. People do not carry their PC's everywhere but our mobile devices, smart and
tablets, are all the time with us. I believe that today's smartphones will be much smarter and personalized. Probably,
in the future we will not carry a credit card or a car key. We should be just at the very beginning phase of mobile
transformation.
46
2013 was the year of mobile
We are just at the very beginning phase of mobile transformation
İdil Kesten, Country Manager, Gemius Turkey
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

47
UKRAINE
We are definitely seeing an increase in demand for mobile
internet activity; however, the talk about recent boom is
premature. The main factor hampering the proper growth is
still the lack of high-speed mobile communication
technologies (3rd and 4th generation), but do not forget
about the very extensive network of Wi-Fi points, which
currently replaces widespread high speed mobile coverage.
Also, the mobile advertising market research shows that 90%
of sites in the world do not have a mobile version, which
complicates the work.
The increase in demand connected with the set of indicators.
In the first place - it is the growth of consumer characteristics
(number of smartphone users, duration of mobile Internet
usage, and mobile traffic on sites). Mobile internet usage, in
turn, affects the advertisers, encouraging them to
communicate with their audience in places with its
concentration, which leads to an increase of the budget.
Mobile internet is the main trend of the global advertising
market and Ukraine won't be an exception. However, for this
purpose, in addition to the above reasons, we'll need to work
on the expertise of the entire market: starting from the mobile
internet advertising sellers and ending with advertisers – for
all market players it should be very clear that the work with
this segment is even more labor-intensive than online
advertising and advertising campaigns themselves require
specialized tools and radically different approaches to
implement. In the future, we'll come to the situation that
exists in the developed markets - mobile will become a
separate direction, advertising holdings will allocate
specialized departments, which will be separated from the
internet departments.
Anton Kopytov, CEO Ukraine, Belarus,
Moldova, GroupM
Tablet
Phones
PC
The main factor hampering the proper mobile
internet growth is lack of high-speed mobile
communication technologies
2%
95%
99%
1%
0%
Top 3 mobile manufacturers by share of page views
01.2013 06.2014
Apple
Nokia
Samsung
40%
42%
22%
18% 12%
3%
06.2013 01.2014
24%
50%
40%
30%
20%
10%
0%

48
Recent events in Ukraine have strongly influenced the consumption of online content in general
Not only measuring the number of mobile audience is important, but also its socio-demographic profile.
For sure, mobile audience differs from the PC one, so ad messages for this group should be more
"personalized". Defining the socio-demographic profile of mobile audience will help to plan advertising
budgets.
Lately, big portals in Ukraine have started their preparation for mobile traffic growth and mobile
advertising sales – they launched mobile versions of websites and developed applications. However,
in order to get more of advertisers' interest in the mobile ads, the majority of publishers of the market
should develop their business in this direction. Fortunately, this process has already begun and
appropriate transition is just a matter of time.
Meanwhile, recent events in Ukraine have strongly influenced the consumption of online content
in general. The share of news consumption increased significantly both on PC and mobile devices.
Ukrainian internet users go to bed and wake up with a mobile devices, day starts and ends with
watching or reading the news. But the effect on the mobile advertising market, which can be caused
by the controversial situation in Ukraine, is still hard to predict.
Lesya Prus, Country Manager, Gemius Ukraine
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
PC Weekday
PC Weekend
Phone Weekday
Phone Weekend
Tablet Weekday
Tablet Weekend

METHODOLOGICAL NOTE
GemiusRanking service, which is a collection of 22 websites presenting data based on Gemius
internet sites traffic measurement conducted in Belarus, Bosnia & Herzegovina, Bulgaria, Croatia,
Czech Republic, Denmark, Estonia, Hungary, Latvia, Lithuania, Macedonia, Moldova, Poland, Portugal,
Romania, Russia, Serbia, Slovakia, Slovenia, Turkey, Ukraine, as well as the MENA region. The study
includes rankings of browsers, search engines, operating systems, mobile devices and online population
preferences in terms of technical parameters of the tools they use to browse the Web (screen resolution,
color depth, or Flash version). The measurement excludes in-app traffic.)
gemiusDirectEffect is a third-party quantitative study. Tracking scripts embedded in the codes
of the campaign's creatives and on website are responsible for monitoring impressions, clicks on
the creatives and visits. The system is able to track in-app advertisements. It can also optionally
serve creatives which allows advertisers and agencies to optimize their advertising campaigns in
real-time.
AUTHORS
Natalia Płomińska, Asta Smagurauskaite, Elina Platanova, Olena Gadzhuk
GEMIUS EXPERTS
Anton Melekhov, Country Manager, Gemius Russia
Géza Ambruszter, Country Manager, Gemius Hungary
Gregor Nisavic, Country Manager, Gemius Slovenia
Gryta Balseryte, Regional Manager for Lithuania and Latvia , Gemius Baltic
İdil Kesten, Country Manager, Gemius Turkey
Joanna Skierska, Country Manager, Gemius Poland
Josef Richtr, Research Manager, Gemius Czech Republic
Lesya Prus, Country Manager, Gemius Ukraine
Linda Egle, Country Manager, Gemius Latvia
Ľuboš Ivanič, Country Manager, Gemius Slovakia
Milan Kovačević, Country Manager, Gemius Serbia
Paap Peterson, Country Manager, Gemius Estonia
Vesna Gordon, International Sales & Marketing Director and Member of the Board of Directors,
Gemius
Vibor Kalogjera, Country Manager Croatia and Bosna & Herzegovina, Gemius
Victor Avram, Country Manager Romania & Moldova
Yordanka Blazheva, Account Manager, Gemius Bulgaria

MARKET EXPERTS
Anton Kopytov, CEO Ukraine, Belarus, Moldova, GroupM
Bojan Rendulic, Managing Director, Initiative FB
Bora Başman – IAB Turkey Education Committee Member
Cosmin Otel, Digital Strategy Director, Initiative Romania
Darko Buldioski, Founder & CEO, New Media Agency, Macedonia
Dorel Samoila, Vice CEO, VivaKi Moldova
Elena Pikunova, Director, Sales & Product Marketing, Opera Media Networks
Ilja Olijevskis, Head of Digital, Mediacom
Kornelia Boiadjieva, Digital Account Executive, Universal Media, Bulgaria
Liis Ristal, Advertising Director, Postimees
Marek Zámečník, Vice Director, Mediaresearch Slovakia
Mátyás Dobó, Telekom Hungary, Head of Product Development
Mikhail Doroshevich, Online Media Consultant and Contractor, e-belarus.org
Nikola Peshev, Digital Manager, New Moment Agency, Macedonia
Pavel Ševera, Project Coordinator, SPIR/IAB Czech
Ričardas Baltaduonis, Managing Director at Lrytas.lt
Saša Škorić, Digital Manager, Omnicom Media Group Croatia
Sergej Skorohoda, CEO, Marketing.by project
Tomas Čerkasas, Account Manager, iProspect
Tomasz Woźniak, co-owner and CEO, Future Mind
Volkan Biçer, IAB Turkey Technical Board Member and the CEO of Mobilike
Zoran Savin, CEO, Mojedelo.com

INTERESTED IN MORE KNOWLEDGE ABOUT
ONLINE WORLD?
CONTACT US!
Gemius HQ
ul. Postępu 18B
02-676 Warszawa
phone: + 48 22 390 90 90
sales-hq@gemius.com
Gemius Croatia
Grada Vukovara 254
10 000 Zagreb
phone: +385 1 466 7321
contact.hr@gemius.com
Gemius Estonia
Rävala 6-405,
10143, Tallinn
phone: +372 6988 240
contact.ee@gemius.com
Gemius Lithuania
Gedimino av. 50/2,
LT-01110 Vilnius
phone: +370 5 249 6766
contact.lt@gemius.com
Gemius Romania
12 Semicercului Street, 3rd floor
1st District, Bucharest,
phone: +402 132 33 523
contact@gemius.ro
Gemius Serbia
Prote Mateje 48
Belgrade, SERBIA
phone:+381 11 344 29 82
milan.kovacevic@gemius.com
Gemius Slovenia
Gospodinjska ulica 8
1000 Ljubljana, SLOVENIA
phone: +386 40 553 403
contact.si@gemius.com
Gemius Bulgaria
58 Bulgaria Blvd.
1680 Sofia
phone: +359 2 489 69 23
contact@gemius.bg
Gemius Czech Republic
Českobratrská 2778/1
130 00 Praha 3
phone: +420 222 713 363
contact.cz@gemius.com
Gemius Hungary
Széputca 5. I. emelet / 2.
1053 Budapest
phone: +36 1 797 50 30
contact@gemius.hu
Gemius Latvia
Ģertrūdes 66-43,
LV-1009, Rīga
phone:+371 67 244 019
contact@gemius.lv
Gemius Poland
ul. Postępu 18B
02-676 Warszawa
phone: + 48 22 390 90 90
contact@gemius.com
Gemius Russia
ул. Дружинниковская, д. 15
123242, г. Москва
phone: +7 926 166 77 02
contact@gemius.ru
Gemius Slovakia
Kutuzovova 5/A,
831 03 Bratislava 3
phone: +421 (2) 5363 0396
contact@gemius.sk
Gemius Ukraine
Franko Street 42 , of.11
Kiev 01030
phone: +38 (044) 234 52 65
contact@gemius.com.ua

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