Media Snapshot
Lithuania, July 2014
€ -
€ 10.000.000
€ 20.000.000
€ 30.000.000
€ 40.000.000
€ 50.000.000
€ 60.000.000
€ 70.000.000
Monthly Gross Ad Spends, EUR
Y2011-2012 Y2012-2013 Y2013-2014
Advertising market is growing: Summer is expected to be more
active comparing to the last years
+27%
+16%
Gross ad spends increased by +27% in May 2014 comparing to May
2013. May 2013 vs. May 2012 result was +16% growth. Growth is also
expected for the Summer months comparing to the same periods last
years.
TNS LT data
40%
50%
60%
70%
80%
90%
100%
May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14
Monthly Gross Ad Spends’ Shares, %
TV Online Display* Radio Print OOH Other
Online is overtaking ad spends’ shares from another mediums
despite the seasonality
Seasonality affects all mediums. However, Online* has acquired 3,4 percentage
points from all advertising market pie in May 2014 vs. May 2013. Online growth
trend is expected to continue.
TNS LT data
* Only local Lithuanian Online Display websites are being monitored. Noticable price inflation in international
channels(FB, google, youtube) suggests competition pressure is growing there as well.
+3,4 p.p.
4,5%
7,9%
4,0
6,0
8,0
10,0
12,0
14,0
16,0
Average Monthly All Commercial TV Channels’ Rating, 4+ Audience, %
Y2011-2012 Y2012-2013 Y2013-2014
TV ratings are recovering after relatively “lazy” Q1 2014 and
expected to be higher in Summer comparing to the last years
After the drop in Spring 2014 comparing to the previous years, TV ratings
have recovered in June 2014: +5% growth comparing to June 2013. FIFA
2014 and relatively cold Summer should keep more people at the TV screens
also in July.
+5%
TNS LT data
4,0
6,0
8,0
10,0
12,0
14,0
16,0
Average Monthly All Commercial TV Channels’ Rating, Women 20-50 Audience, %
Y2011-2012 Y2012-2013 Y2013-2014
“The Main Buyer” (Women 20-50) have also returned to the TV
screens, at least for the Summer
The drop of Women 20-50 TV ratings in Spring 2014 was even more
significant comparing to 4+ however, the recovery is also higher: +10% growth
in June 2014 vs. June 2013.
+10%
TNS LT data
FIFA World Cup was at the top positions in June 2014 and the
situation with Finals in July will be no different
Position Broadcast Name Broadcast Type TV Channel Rating*
1. FIFA 2014: Chile vs. Spain Sport LRT 7,2
2. FIFA 2014: Mexico vs. Netherlands Sport LRT 6,7
3. Šeimos šventė Local Music Show LNK 6,5
4. Lietuvos komiko vakaras 2014 Local Comedy Show TV3 6,5
5. Gintaras Ruplėnas. Kelias Local Documentary LNK 6,4
6. Safe Movie LNK 6,3
7. 18:30 News LNK 6,2
8. FIFA 2014: Brazil vs. Mexico Sport LRT 6,2
9. Police Academy 3: Back in Training Movie LNK 6,1
10. FIFA 2014: Spain vs. Netherlands Sport LRT 5,9
* Average Rating, 4+ Audience, %
TNS LT data
34% 33% 34% 39% 36% 36% 36% 36% 34% 34% 34% 31% 29%
30% 31% 38%
34% 37% 38% 39% 36% 36% 37% 41% 41% 39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Monthly Commercial TV Groups’ Shares, %
MTG MG Baltic BTV BMA LRT Lietuvos ryto TV
MG Baltic group have strengthened their leading position but the
gap from MTG is expected to decrease in the upcoming months
MTG group has suffered from the ban of RTR broadcasting while MG Baltic
was able to grow their smaller channels. LRT increased because of FIFA 2014.
TNS LT data
MTG group: TV3, TV6, TV8, RTR
MG Baltic group: LNK, BTV, TV1, Info TV, Liuks!
BMA group: PBK, NTV, REN
29%
39%
40% 41% 42% 48% 45% 44% 45% 46% 42% 42% 43% 40% 37%
32% 33% 38%
33% 36% 37% 37% 34% 37% 37% 39% 39% 41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Monthly Commercial TV Groups’ Shares, %
MTG MG Baltic BTV BMA LRT Lietuvos ryto TV
Even Women 20-50 have turned their backs to MTG in June and
this situation may remain similar during the Summer
MTG group has suffered both from the drop of TV3 share and ban of RTR
broadcasting while MG Baltic channels were stable.
TNS LT data
MTG group: TV3, TV6, TV8, RTR
MG Baltic group: LNK, BTV, TV1, Info TV, Liuks!
BMA group: PBK, NTV, REN
37%
41%
The resurrection of Russian TV channels and the merge of big
Online and Magazine markets’ players are happening in July
NTV MIR and RTR TV channels
are back on track since July after
not being broadcasted for 3
months for the misconduct of the
law.
The biggest Online news portal
“Delfi” officially acquired the second
biggest Magazines’ publishing
house “Ekspress leidyba” since
July. Advertising synergies are
expected from 2015.
Another victim in the declining
Newspapers market – the third
biggest daily newspaper
“Respublika” has become weekly
since June 2014.
Internet user base in Lithuania keeps increasing
Source: RAIT;
Internet penetration growth trends remains positive throughout the years without any signs
of weakening in 2014.
15-24 audience remains most avid internet browsers, whilst the 45-54
group became equal to 25-34 and 35-44 in terms of internet users
Source: Gemius Audience;
Gemius Baltic Online media Landscape;
- Split between male/female
(47%/53%) is close to the natural
population split;
- Older audiences (45+)
become accessible through
online advertisers more and
more;
- Capital Vilnius with other
regional centers maintain the
major share of internet users
in Lithuania, with only 18% of
all surfers being located in
villages and small towns.
Display channels mergers taking into effect, lack of inventory as
well as RTB growth was noticeable during 2014 q1/q2
Mergers and cooperation agreements
between news portals are taking into
action:
- MTG(TV) and 15min.lt(Online
newsportal) joined forces on
common advertising packages
proposals. Nonetheless, MTG on it’s
own is investing into digital content,
last initiative being the launch of
zinios.lt news portal.
- Delfi (news portal) and
Adnet(websites network) merger lead
to combined ad inventory packages
being sold at a discounted level.
Amount of newsportals/networks display
ad inventory available to be bought
through RTB systems is increasing. Delfi
and Adnet has been recently followed by
lrytas.lt. Though only a minor part is yet
sold through RTB, as well as private
2014 q2 was marked by nearly-full sold
outs by quite a few local display players,
that leading to more ad placements being
developed(those increased ad clutter) as
well as risk for higher price inflation.
Google is strenghening its display inventory proposition
Gmail sponsored promotion(GSP) beta
became available in Baltics. The prices
are those of performance channels’
levels, especially for the current time
whilst no tough competition is present.
Combined with “huge” visual ads with no
ad clutter format wise, many targetting
options, GSP campaigns are very
attractive for all advertisers.
FB initiative to develop specialized apps
to drive mobile app installs has a huge
win for mobile advertisers as well as a
large cash cow for FB itself. Google is
jumping into the train and rolling out it’s
own set of mobile-app-installs optimised
ad inventory/format.
Google display network is increasing it’s
targeting options set. Keyword,
placement, topic, Interests, Age/Gender
targeting was followed by the Parental
status criteria.
Facebook right-side ads grow larger, mobile adoption reaches
the turning point
Facebook right side ads – arguably the cheapest-CPM digital
advertising option out of all – for a long time remain a great
option for promo/traffic campaigns, as the really little visual
dimensions made it hard to be exploited for branding goals.
The situation is turning to better for image/branding
advertisers as FB is greatly increasing the size of right side
ads visuals. Combined with the proprietary Dentsu Aegis
network tools allowing for extensive competitors’ fans
targeting makes this channel a no-brainer to be used in most
of the communication campaigns.
The lack of advertising
clutter makes mobile
advertising very attractive.
The “low reach” question
seems to be diminishing
as well, as the amount of
Facebook mobile users
reachable with ads
overcame the 50% of
those of desktop. And the
gap keeps constantly
decreasing.
Youtube gained the attention from advertisers what in turn keeps
generating youtube ads’ price inflation
Source: Gemius, Youtube research;
TG: w20-50;
Launch of Youtube ad sales in Baltics disturbed the VOD market a bit. Reach-wise youtube remains the most attractive
channel whilst comptetition/pricing in it keeps in growing constantly and therefore it’s for the time being hard to forecast at
what levels prices will stabilize.
0%
5%
10%
15%
20%
25%
30%
35%
40%
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
Tv3play.lt Lnkgo.lt Delfi TV Lrytas TV Youtube*
Reach TG Reach AC
Pull-push(Search+Social) advertising synergy emerges
Google is testing many paid search
product additions with one of the
most interesting being search
image extensions, which allows the
top ad to have additional image
extensions to be displayed thus
leaving to higher ad CTRs and
therefore lower CPCs as well.
Search traffic is considered one of
the most valuable for any brand,
especially performance-oriented. To
amplify the effect of intention-
targeting provided by search, a way
to automatically extend the search
traffic retargeting in social is
becoming available through
specialised tools available for
Dentsu Aegis clients.
Search engine optimisation market
is continuously shifting from (short-
term-effect) link building tactics to
valuable content generation. No
rule of thumb whether “short” or
“long” content is more effective
(client/situation specifics), but it’s
clear that real and valuable for the
TG content generation is the road
to go to get higher google rankings
and therefore larger shares of
organic traffic.
Contact:
Marius Marčenkovas
Media Director
Dentsu Aegis Network
Email: [email protected]
Phone: +370 646 15709