2012_05_16_Marta_Klepka_Gemius_RoNewMedia

Marta Klepka

Global PR & Communications Director

Gemius

Bucharest, 16.05.2012

Multi-platform internet measurement

- the indispensable

ignition

About Gemius

CEE internet market

Key industry trends

Multi-platform internet measurement

About Gemius

Complexity = research + technology + consulting

Our markets

CEE internet market

Key industry trends

Multi-platform internet measurement

About us

• a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer behaviour in the digital world

• ‘one stop shop’ for everyone who needs to measure the website, plan and deliver effective online campaigns or use the internet as a communication and marketing platform

,

JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova.

De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia

Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia)

Online audience measurement

About Gemius

CEE internet market

Market size

Market potential

Key industry trends

Multi-platform internet measurement

Gemius has witnessed the fascinating growth of the internet in CEE region, its advancing popularity, the way it responded to the needs that emerged with the development of the online world and the new questions it’s posing. Filip Pieczynski V-ce President Gemius SA

„Do You CEE?” 2011 report: • 15 CEE markets • Overview of the internet lanscape • Key industry trends • Experts from all around the region

For more follow us on: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com

Internet Population (millions of internet users / Dec 2011)

• The whole CEE region

= nearly 143.5M internet users + 12.1M new IU in 2011!

• 38% of the online population out of 15 markets lives in Russia

• Big potential of Turkey with 22.5m IU (16%)

Source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Belarus: gemiusAudience; Turkey: gemiusAudience; Czech Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: National Institute of Statistics; Slovakia: AIMmonitor - AIM - Mediaresearch & Gemius; Bulgaria: gemiusAudience (data collected using Synovate research); Poland: Megapanel PBI/Gemius; Slovenia: gemiusAudience; Russia: Gemius estimation based on FOM statistics/gemiusAudience Data; Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research), Lithuania: gemiusAudience; Croatia: gemiusAudience [age groups - CEE: 15+; Russia: 18+; Romania: 14-64; Lithuania: 15-74]

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December 2010 December 2011 growth 2011-2010

Source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Turkey: gemiusAudience; Czech Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: Mercury Research; Slovakia: AIMmonitor - AIM - Mediaresearch & Gemius; Bulgaria: gemiusAudience (data collected using Synovate research); Poland: Megapanel PBI/Gemius; Slovenia: gemiusAudience; Russia: Gemius estimation based on FOM statistics/gemiusAudience Data; Estonia: gemiusAudience (data collected using TURU - UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: gemiusAudience [age groups - CEE:15+; Russia 18+; Romania 14-64; Lithuania: 15-74]

Internet Penetration (2010-2011 change)

• 11 out 15 countries with over 50% of people online

• Highest penetration in Baltic States (66-76%), still far from WE e.g. Denmark (87%)

• Greatest improvements in:

― Ukraine - 36% (9 pp)

― Belarus - 22% (9 pp)

― Romania - 10% (4 pp)

Source: of data Estonia: Turu-uuringute AS; Lithuania: SKDS; Czech Republic: Mediaresearch; Latvia: RAIT; Slovenia: Valicon; Bulgaria: Synovate; Slovakia: Mediaresearch; Hungary: gemius/Ipsos Fusion Data; Poland: Megapanel PBI/Gemius & netTrack Millward Brown; Croatia: Valicon; Belarus: Factum Bel; Russia:

FOM; Turkey: Ipsos KMG - Gemius SA: Internet Audience Measurement, 2011-12; Ukraine: gfk, [age groups - CEE:15+; Lithuania: 15-74; Bulgaria: 15-69; Slovakia: 14+; Croatia: 12+; Belarus: 16+; Russia 18+; Romania: 14-64; Ukraine: 14+]

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Broadband penetration 2011

Source of data: Eurostat, 2011.

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CEE remains a special region for our network as we can feel energy, innovation, creativity and strong growth in these markets. Alain Heureux IAB Europe President and CEO

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Online adspends as a share of total (2010)

Source of data: IAB Europe/IHS Screen Digest/Warc, Ukrainian Advertisement Coalition, TNS LT, 2010

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Online adspend (m €/ 2009-2010 change)

• Russians, Poles, Turks and Czechs spend the biggest amount of money on internet advertising

• Huge potential of Turkish market

• Slovakia opens the group of small markets

Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; Ukrainian Advertisement Coalition; Piero 97

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Source of data: Russia: AKAR/IAB (net VAT, including sellers commission); Poland: IAB Poland (gross), Turkey: IAB Turkey (net); Czech Republic: SPIR (gross-ratecard prices); Hungary: IAB Hungary (net); Slovakia (IAB Slovakia ); Ukraine: AdCoalition (net); Bulgaria: IAB (gross – without Facebook and Google); Romania: IAB Romania (net); Estonia: TNS EMOR (net); Latvia: Latvian Advertising Association (net); Lithuania: TNS LT (net); Belarus: ZenithOptimedia (gross)

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• Russia get’s even higher share with over 1 billion EUR (~54% growth)

• Turkey presents net numbers, so we can expect it will be no. 3 again in AdEx

• Ukraine from 25.5M to ~42M; 58% y-o-y growth

• Bulgaria and Slovakia – internet is the only growing medium

About Gemius

CEE internet market

Key industry trends

Mobile

Video

Social media

Multi-platform internet measurement

Internet usage is the multi-platform activity. PC/Laptops, Tablets, Smartphones – consumers are connected 24/7 to the Web. New usage patterns and high engagement with social media and video content is only catalysing these changes.

2012 certainly will be a year of interactive TV and VOD services (…). Launching video and audio stream measurement will help to convince advertisers to use such channels for marketing activities. Andrzej Garapich President of PBI (Polish Internet Studies)

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Video content as the most popular form of e-entertainment – case of YouTube

• Reaching almost 75% of internet users in Hungary and 70% in Poland (Dec 2011)

• Russia - a leader in the number of visitors on YouTube – almost 22M Real Users in December 2011!

Source: of data Megapanel PBI/Gemius, gemiusAudience, gemius/Ipsos Audience Fusion

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Online video banners – effective way to interact with consumers

Source: of data: gemiusStream 23.05.2011 - 26.06.2011, Lithuania, Carefree Image campaign

• Results of the case study conducted with Carefree in Lithuania proved high engagement rate of video materials

• The Carefree video seemed to be really involving - almost half of the watched materials were watched till the end (43,2%), which is an impressive result.

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2011.05.30 2011.05.31 2011.06.01 2011.06.02 2011.06.03 2011.06.04 2011.06.05

percentage share of completed materials per views

views per visitor (cookie)

completed materials per visitor (cookie)

Average CTR per country

Source: gemiusDirectEffect, H2 2011

• In-stream ad formats also prove to be one of the most effective in terms of CTR

• For pre-roll CTR vary from ~1.9% - 3.4%

• Still rich-media and video ads constitute not more than 20% of internet advertising budgets in CEE

Popularity vs. effectiveness of online advertising formats - Romania

Source of data: gemiusDirect Effect H2 2011

• Regular banners are still the most frequent used online advertising format in Romania (campaign share of 94.5%)

• The highest CTR value is characteristic for more advanced formats – Preroll and Interstitial

94,5%

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Campaign share Average CTR

Share of ad impressions per sector

Source of data: gemiusDirect Effect H2 2011

• Sector of ‘Finance, Insurance and Brokerage’ is the most active online

• The average values of CTR for this sector indicate that ads presenting products from this market segment are among the least clickable ones

(the exception is Slovakia, where it is no.5 sector in terms of CTR rates)

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Bulgaria Czech Republic Hungary Poland Romania Slovakia

Share of adimpressions

The reason why none of the foreign social media players achieved any astounding results in Runet yet is the fact of a better understating of local needs by the domestic players. Nadir Khabdulin, PR Manager at Odnoklassniki.ru

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Some CEE social networks still attract local audiences

Nk.pl (Nasza Klasa)

• Less than 1,3m Real Users less than FB in Poland (Dec 2011)

• Attracts different audiences than FB

• Available on mobile and via apps, incl. popular gaming services

• Additional revenue in research

Draugiem.lv

• Online phenomenon – more popular than FB on a small market

• Latvians spent there on av. 22h/month!

• Constantly expanding its services

— Group shopping

— Group watching

— Available on mobile and TV sets via application

Vk.ru and Odnoklassniki

• ~ 20 billion page views monthly, leaving FB far behind (600m).

• The Russians interact, share, chat and play using domestic networks.

• One investor: Mail.ru Group.

Facebook popularity in the CEE region (Dec 2010 – Dec 2011)

Source of data: Socialbakers

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Social networking sites in Romania

SATI, by BRAT, Traffic measurement, December 2011

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Source: SATI, by BRAT, Traffic measurement, December 2012 – December 2011

Cheap, widely available mobile broadband and skyrocketing number of smartphones on the market makes it safe to predict that 2012 will be the year of mobiles in Latvia. The largest content providers are hurrying to make their sites mobile friendly, producing both mobile apps and mobile websites. Several brands have opted to produce mobile-only content. Andris Blaka Head of M-Group Latvia

Mobile internet traffic increases significantly

Source of data: gemiusTraffic

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growth 2011-2010

CEE top mobile devices (producers and models) by website-averaged percentage share of page views generated on websites monitored by Gemius; gemiusTraffic, 12.2011

37.6% 21.2%

8.1% 5.5%

Signs of change: tablets, smartphones and mobile access to the Web in CEE

17.2%

Galaxy GT models 6.4% Galaxy S 1.7%

iPad 21.8%

iPhone

14.7%

C3 1.3% 5230 1.2%

Desire 1.5% Wildfire 1%

Apple Samsung Nokia HTC Sony Ericsson

About Gemius

CEE internet market

Key industry trends

Multi-platform internet measurement

The great advantage of the Czech online market is the high developed measurement. We can see the breakthrough in multimedia content monitoring and the research of mobile marketing activities, in which the Czech Republic has a prominent position in the region. Tomáš Búřil Director of Sales and Marketing, Centrum Holdings

Users are multi-tasking – measure all of their activities

• Measure all aspects of web browsing:

― Websites

― Streamed content

― On-site elements

― Ads

• And interactions

― Views/Clicks/Actions

― Engagement

― Sharing/embedding

Multi-platform internet measurement

• One content can be accessed from many platforms or even media channels

• Analyze all aspects of the same phenomenon

― Mobile browsing

― Mobile apps

― Mobile sites

Real Users, not cookies or browsers

• Real User metric– global innovation

• Online audience measurement including:

— Online panels

— Site-centric measurement

— Offline structural data

How does it work?

Thank you!

Questions?

Global PR & Communications Director Gemius SA [email protected] Skype: Marta.Klepka

Marta Klepka Kontakt:

Marta Klepka [email protected]