Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
AUTHORS:
CONTRIBUTORS:
SUPPORT:
The authors of „Do you CEE? The Internet Market of Central and Eastern Europe
in 2010” wish to thank Romanian Audit Bureau of Circulations (BRAT) for providing
access to data concerning the Romanian internet and for preparing the chapter
on the online market in Romania.
After the enormous success of the first Do you CEE? report produced in
collaboration with Gemius, I’m delighted to get back to the industry with
a second report explaining the dynamics of the CEE region in 2010. Other
regional reports will be provided by IAB Europe in response to the positive
feedback from the members.
CEE remains a special region for us, as we can feel the energy, innovation,
creativity and strong growth of these markets. Jarosław Sobolewski (Manager
of IAB Poland, Board member IAB Europe and Regional Manager on the CEE
Region) and Martin Radelfinger (International Business Director Goldbach
Media-Adconion) are working closely with the European team, the Board as
well as partners like Gemius in supporting the growth, training local IABs and
Partner associations and providing information to the industry. This report
serves as a source of valuable information not only for marketers, media houses
and advertisers who are looking for new areas for expansion, but also for
the younger markets to measure their own progress and identify areas where
they can continue to develop and grow.
FILIP PIECZYŃSKI
Gemius Management Board Vice President
Gemius has the great pleasure to present you Do you CEE? The Internet Market
of Central and Eastern Europe in 2010. This is already our second compendium
of knowledge on the CEE online reality. The last year’s report proved to be
immensely popular and revealed the scale of demand for credible and unbiased
compilation of data concerning the entire region. The report has also become
one of the most eminent and prestigious projects carried out by Gemius.
Like in 2009, this year’s report presents a landscape of the region and
an overview of each CEE market, discussing its main players, online audience
and most popular tools. Those familiar with the 2009 version of the report
will appreciate the inclusion of interesting data from two more markets into
the analysis: Belarus and Turkey. It is in these countries that Gemius successfully
started its operations in the years 2009 and 2010.
I would like to thank our partner in this and last year’s project, IAB Europe,
as well as all those whose effort made the creation of the report possible.
I cordially invite you to join us in analysing the online reality of Anno Domini 2010
– a year marked by the growing importance of video content, invariable
popularity of social networking websites and a battle of web browsers.
Do you CEE?
TABLE OF CONTENTS
24 Belarus
40 Bulgaria
58 Croatia
72 Czech Republic
88 Estonia
102 Hungary
120 Latvia
138 Lithuania
156 Poland
172 Romania
192 Russia
206 Slovakia
218 Slovenia
230 Turkey
246 Ukraine
ONLINE LANDSCAPE
The online market in Central and characteristics, let us look at the data
Eastern Europe is developing; describing the landscape of this fertile
therefore the dynamics of its growth online land.
is still one of the key factors indicating
its great potential. Despite the fact The comprehensive description of
that differences in the development of the online area in Central and Eastern
the internet in various CEE countries Europe should focus on three basic
are visible, an increase in the number and interrelated elements: size of
of new users in the whole region is market, its level of development and
not losing momentum. In this respect, its business potential. In this chapter
the Central and Eastern European all three approaches will be presented
online market is growing from and discussed.
strength to strength and appears to
be a forward-moving and extremely
promising business sector. To better
understand its nature and general
MARKET SIZE
Chart 2 Internet population in the CEE region – growth (January 2009 – January 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]
MARKET DEVELOPMENT
The size and speed of growth attest to equally promising parts of the world,
the potential of the CEE online market. the situation is improving fast.
However, in answer to the question
of the state of its development, This is the case in Ukraine, which
another indicator may be useful, i.e. for several years has been the most
internet penetration. If one takes dynamically developing online market
into account the differences in the and in the following comparison holds
size of CEE countries, it becomes the last position with its internet
possible to determine the real level penetration level at a mere 21%.
and diversification of the development According to the gemiusAudience
of the internet infrastructure in the study, a quite low internet penetration
region. level is also found in Belarus
(35%) and Russia (36%), which,
The general observation does not as a large and extremely diverse
refer directly to the data. When market, still faces many obstacles
comparing the CEE online market as to the development of its internet
a whole with its western counterpart, infrastructure. Similarly, Turkey, one
it becomes evident that this region still of the newest markets participating in
does not display a penetration level the gemiusAudience study, recorded
similar to that found in more ‘mature’ an internet penetration level of 40%
economies. However, as in other at he beginning of 2010.
14
Internet penetration
Internet penetration [%]
Chart 3 Internet penetration in the CEE region (January 2009 – January 2010)
source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: 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; Turkey: Ipsos
KMG; Russia: Gemius estimation based on FOM statistics/gemiusAudience Data; Estonia: gemiusAudience (data collected using
TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: gemiusAudience; Belarus: gemiusAudience (February 2009,
January 2010); Romania: Mercury Research; [age groups – CEE: 15+; Russia: 18+; Romania: 14-64; Lithuania: 15-74]
Chart 4 Broadband internet penetration per households in the CEE region and Western Europe;
sources of data: Eurostat, broadband.ua, Gemius calculations based on ITU, Ipsos, Turkey census, Russian census, National Statistical
Committee of the Republic of Belarus and ANCOM (National Authority for Administration and Ruling in Communications of Romania)
MARKET POTENTIAL
When a new medium creates a space often making significant shifts within
for lucrative business activities, general budgets for all types of media.
it immediately becomes a huge Although the global economic crisis
industry. This stage of development has led to a slowdown in the dynamics
has already taken place for the of online adspending on some CEE
internet in Central and Eastern Europe. markets, the general trend has been
For years the ultimate indicator of its maintained. It is important to note at
development has been - and still is this point that the interpretation of
- money. And whenever money met data for online adspends must precede
the internet, online advertising always awareness that the methodology used
triumphed. to measure it differs from country to
country and depends on the research
Currently, there is no need to convince company. However, the overall picture
anybody in the CEE region that online of online adspends in this region
advertising is the future and the basis appears to be quite clear.
for commercial operations within
digital media. Year on year, advertisers In 2009 on all CEE markets included
spend more money on the internet, in this summary over 1.3 billion Euro
Online adspends
Chart 6 Online adspends per internet user in the CEE region (2009);
source of data: TNS Gallup; BG Piero & Argent; SPIR (Admonitor); TNS Emor; IAB Europe; PricewaterhouseCoopers; lra.lv; Ukrainian
Advertisement Coalition; AKAR; marketing.by; Gemius; (Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Slovakia, Slovenia,
Turkey: gross values; Belarus, Estonia, Latvia, Lithuania, Russia, Ukraine: net values)
Although the largest amount of spent barely one Euro per average
money on online advertising is spent Belarusian internet user last year.
in Russia, the industry fights for the Great hopes are pinned on the recent
average internet user most fiercely campaign aiming to activate the
in the Czech Republic, where 48 Euro Belarusian internet industry. One thing
was spent on this purpose in 2009. is certain: this market is definitely
In the same period, advertisers in worth fighting for.
Poland and Hungary spent 20 Euro
to attract and acquire one customer
on the internet. Russia comes fifth
among all CEE markets with a result
of 12 Euro per average internet user.
A similar amount of money for online
advertising is spent in Slovakia (11
Euro).
A STEP FORWARD
It is easy to demonstrate that
the online market in Central and
Eastern Europe is a very interesting
and promising area of business.
It is also one of the fastest-growing
markets. The internet industry in this
part of the world is already relatively
strong and year on year is becoming
larger, more developed and more
affluent.
1. MAINPLAYERS_25
1.1. Top10websitesbyreach_25
1.2. Top10websitesbyaveragetimespentperuser_26
1.3. Topportals_28
1.4. Social networks_29
1.5. Onlineclassifiedadsbyreach_30
1.6. Topfinancesitesbyreach_30
2. ONLINEAUDIENCE_32
3. TOOLS_34
3.1. Browsers_34
3.2. Operatingsystems_34
3.3. Search engines_35
3.4. Screen resolutions_35
3.5. Mobiledevices_35
4. ADVERTISINGNETWORKS_36
5. OPINIONSFROMTHEMARKET_37
25
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 mail.ru horizontal portal 1 155 292 203 421 963 176 04:23:36 37%
2 onliner.by new technologies portal 351 367 30 300 784 86 01:41:32 11%
Table 2 Top 10 websites in Belarus by average time spent per user (gemiusAudience, March 2010)
Table 3 Top 4 portals and news services in Belarus by reach level (gemiusAudience, March 2010)
Table 4 Top 3 online classified ads in Belarus by reach level (gemiusAudience, March 2010)
Table 5 Top 3 finance sites in Belarus by reach level (gemiusAudience, March 2010)
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Belarus by share of page views generated by internet users who visit the
Belarussian websites using gemiusTraffic (gemiusTraffic study 1Q 2009 – 1Q 2010)
Chart 2 Top operating systems in Belarus by share of page views generated by internet users who
visit the Belarussian websites using gemiusTraffic (gemiusTraffic study 1Q 2009 – 1Q 2010)
4. ADVERTISING NETWORKS
Phone: +375-17-222-3204
416-14,
1 Mediacode mediacode.by 24% Fax: +375-17-222-3204
Pervomaiskaya Street, Minsk
Email: manager@mediacode.by
Phone: +375-17-217-02-42
109 - 24/2
2 Red red.by N/A Fax: +375-17-217-02-42
Pervomaiskaya Street
Email: admin@red.by
Phone: +375-17-296-62-62
214-5.
3 Webody webody.by N/A Fax: +375-17-296-62-62
Oktaybrskaya Street, Minsk
Email: welcome@activemedia.by
Aleksander Stelmakh
Director, Onliner.by
What are the opportunities and obstacles for the Belarusian online
advertising market?
The online market is still extremely small; worth only about $3 million in
2009. Moreover, rapid growth is not expected in 2010. This is partly due to
the tardiness of the whole advertising market (including TV, radio „Outdoor”
advertising amongst others) compared to, for example, the Ukrainian
market, even if the discrepancy in population sizes is taken into account.
Advertising is a sign of activity in the economy. In Belarus most companies
depend on the government in some form or another, which (with a few
exceptions) promotes products and services using „kuplyay Belarusian”
methods (national products don’t need advertisement). However, the
advertising market is still at a low level and no changes in the short term are
expected.
In addition, we should not have any illusions about the purchasing power
of the population even in the capital, Minsk. The average household here
operates with a budget of approximately $673 (2 million BYR) per month.
The main problem of the local market is a fixation on media advertising.
Banners, which are sold daily, are at the level of the past decade and
publishers forget that there are more efficient ways to direct monetization
than banners.
The market faces many difficulties and not all of them are related directly to
the online sphere.
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
The local players do not have much chance to compete unless they provide
the services that are truly demanded. One well-known site in Belarus
formerly positioned as a search portal with a mail service and various
subsites, also became popular as a content aggregator, gathering news
from other services. The portal then tried to create their own content, but
Yury Zisser
Founder and co-owner, Tut.by
What are the opportunities and obstacles for the Belarusian online
advertising market?
Dominating trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
In 2009 a new trend appeared on the market: the transfer of ads sales
to specialized structures, sales houses which form a professional market
using clear rules. Position of sales houses will strengthen in the future.
Market will grow, technology will improve. Role of mobile, contextual and
video advertising and advertising with possibility of targeting using socio-
demographic profiles will grow.
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
Successful local players use brand strategy to create powerful local brands.
The lion’s share of advertising sales is held by Belarusian players. All the
efforts of foreign players, mostly Russian, have not as yet been
successful. Global brand expansion in Belarus has not happened and will not
come soon due to the small capacity of the Belarusian market.
What makes your local online market unique? Are there any specifics that
make it different from others in the CEE region?
1. MAINPLAYERS_41
1.1. Top10websitesbyreach_41
1.2. Top10websitesbyaveragetimespentperuser_42
1.3. Topportals_44
1.4. Social networks_45
1.5. Onlineclassifiedadsbyreach_46
1.6. Topfinancesitesbyreach_47
2. ONLINEAUDIENCE_48
3. TOOLS_50
3.1. Browsers_50
3.2. Operatingsystems_51
3.3. Search engines_51
3.4. Screen resolutions_51
3.5. Mobiledevices_51
4. BRANCHORGANIZATIONS_52
5. ADVERTISINGNETWORKS_53
6. OPINIONSFROMTHEMARKET_54
41
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 abv.bg mail service 1 954 947 335 065 970 171 02:34:07 60%
9 mobile.bg auto classified ads 669 052 149 438 163 223 01:57:50 20%
Table 2 Top 10 websites in Bulgaria by average time spent per user (gemiusAudience, March 2010)
Three major groups can be average user spent more than 7 hours
distinguished in the ranking of top in March 2010.
10 websites by average time spent
per user. The first one includes Like in other CEE online markets,
ladypopular.bg, aha.bg and impulse. people in Bulgaria tend to spend most
bg. These are sites on which the of their online time making friends
Table 3 Top 5 portals and news services in Bulgaria by reach level (gemiusAudience, March 2010)
Table 4 Top 5 social networking sites in Bulgaria by reach level (gemiusAudience, March 2010)
Table 5 Top 3 online classified ads in Bulgaria by reach level (gemiusAudience, March 2010)
Each of the top 3 online classified ads The third place belonged to karieri.bg.
in Bulgaria specializes in a different It had over 200,000 real users
field. Number one in March 2010 interested in job offers. Beside regular
with a reach level of 20% was job advertisements, there are also
mobile.bg. It is the most popular offers of training sessions, educational
Bulgarian site where people can buy courses and the like.
or sell a car. The site also contains
many other automotive
advertisements of different kinds,
from VIP to regular. The price is related
to the ad’s type.
Table 6 Top 3 finance sites in Bulgaria by reach level (gemiusAudience, March 2010)
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Bulgaria by share of page views generated by internet users who visit Bulga-
rian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010)
Chart 2 Top operating systems in Bulgaria by share of page views generated by internet users who
visit Bulgarian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010)
4. BRANCH ORGANIZATIONS
5. ADVERTISING NETWORKS
Hristo Ivanov
Market Research and Analyses specialist, Netinfo
What are the opportunities and obstacles for the Bulgarian online advertising
market?
We believe that this situation will remain unchanged for the next year or two.
Online video and social media advertising together with rich media will lead
the development of the online market in Bulgaria. Advertisers will learn to use
different channels for different goals: e-mail and social media marketing for
customer loyalty, keyword search ads for direct responses and display ads for
building brand awareness.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
The financial crisis slowed down the development of the internet market in
Bulgaria during the last year and the market players were forced to focus on their
main and most profitable products. This led to ever increasing competition in
certain internet categories such as news and information (including sports), dating,
entertainment, and the suchlike. Internet penetration in Bulgaria continued to
increase but at a slower growth rate compared to previous years. Furthermore,
the largest publishers have invested time and money in the mobile versions of
their websites following the latest trends on global markets.
Petar Simeonov
Head of Internet Department, Piero97
What are the opportunities and obstacles for the Bulgarian online advertising
market?
The world economic crisis did not overlook Bulgaria in 2009. The growth of
internet advertising budgets was 60% during the previous three years, but in 2009
this shrunk to a mere 4%. On the backdrop of a total ad market decline of about
There were other positive results on the internet market in general, for instance
significant growth in the number of internet users: at the end of 2009 there were
already 3.413 million in Bulgaria (45% penetration). The internet share in the total
media mix is also on the rise: in 2008 it was 2.7%, in 2009 3.4%, and a rise of 5% is
predicted for 2011.
The steepest decline in the advertising budgets of 2009 was noticed in the
telecommunications sector. Surprisingly, it was overtaken by the financial
and banking sector, which was also hit by the crisis, but tried to regain client
confidence via various marketing and advertising incentives. A similar situation
was observed in the construction and automotive businesses.
News sites and portals drew the largest part of advertising budgets, in third place
were social networking sites, followed by sport sites. Facebook attracted great
interest with 1.2 million subscribers at the end of 2009.
Plamen Kalinikov
Marketing Director, Argent media agency
What are the opportunities and obstacles for the Bulgarian online advertising
market?
We had anticipated that the global financial crisis would lead to significant
budget allocation on traditional media channels: TV, radio, print as well as
OOH would face a major drop at the expense of digital advertising. Alas, net
online investments for 2009 in Bulgaria retained the same levels as those from
the ‘extremely successful’ year of 2008. The growths of 50 to 100% from the
aforementioned 2008 would later become something to dream about over the
following years. The main players on the market decided not to take risks and
kept their investments allocated to the media channel that responded in the most
appropriate way to the economic realities and the fiscal deficit. They stayed with
TV. The national TV channels lowered their prices and boosted bonuses, and thus
kept the lion’s share in the media mix. Digital advertising comprises about 10% of
the Argent media agency portfolio but the average for the market percentage does
Market specifics
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
internet usage
The combination of ADSL by Vivacom and cable internet furthered broadband
penetration even in the smallest towns and villages. However, advertisers still
have to understand that 95% of the most difficult-to-get audience in the 15-24 age
bracket is on the web.
publishers
Bulgaria is no exception regarding the development of social networking and the
most popular site, Facebook, has more than 1.5 million users. Unfortunately,
the stability of the banking system and the great number of debit and credit
cards have not smoothed out the progress of e-commerce and e-shops. Bulgarian
publishers could well offer advertisers anything their creative agencies could
think of.
What are the opportunities and obstacles for the Bulgarian online advertising
market?
Despite the general upward trend during the last 10 years and the expectations
for even faster growth during the recession, in 2009 and early 2010 the Bulgarian
online advertising market experienced its first year of an almost complete halt.
Instead of trying to optimize their budgets through the use of internet as a more
effective medium, as foreseen by specialists in the field in 2008, advertisers
preferred to ‘play it safe’, investing most of their budgets in the ‘good old media’,
such as press, radio and television. This led to the small growth of the online
advertising market of 4%, as estimated by a leading Bulgarian media house.
In 2009 the online media in Bulgaria continued their development of new forms
of online advertising as well as the process of creating better opportunities for
advertisers. This trend is expected to continue, following general technological
developments.
Despite the obstacles caused by the world recession, the Bulgarian online
advertising market as a whole continued its development and maintained an
upward trend, albeit at a slower pace.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
A continued and natural trend in 2009 was the extremely fast growth of Facebook.
Its Bulgarian audience continued to increase by over 100% on year to year. This
had a strong negative impact on the local social media, which had so far also been
developing quickly. Although internet users keep spending more time on social
networking sites, a relatively small percentage of advertising budgets is invested
therein. In 2009 and at the beginning of 2010, Bulgarian advertisers together
with agencies were still unable to find the most suitable way to take advantage of
the increasing usage of social media. They rely mostly on traditional advertising
formats, while rarely trying to utilize social media in a more unconventional and
creative way.
Another trend continued in 2009 was the growth of online search investments,
driven to a large extent by small advertisers entering this market for the first time.
1. MAINPLAYERS_59
1.1. Top10websitesbyreach_59
1.2. Top10websitesbyaveragetimespentperuser_60
1.3. Topportals_61
1.4. Social networks_62
1.5. Onlineclassifiedadsbyreach_62
1.6. Topfinancesitesbyreach_63
2. ONLINEAUDIENCE_64
3. TOOLS_66
3.1. Browsers_66
3.2. Operatingsystems_66
3.3. Search engines_67
3.4. Screen resolutions_67
3.5. Mobiledevices_67
4. BRANCHORGANIZATIONS_68
5. ADVERTISINGNETWORKS_68
6. OPINIONSFROMTHEMARKET_68
59
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEW USER USER
1 net.hr horizontal portal 829 372 158 273 571 191 04:32:15 49%
2 index.hr horizontal portal 755 780 76 327 847 101 03:09:12 45%
5 24sata.hr news portal 631 918 89 223 037 141 02:02:18 37%
7 njuskalo.hr classified ads 548 991 72 245 870 132 01:15:26 32%
Table 1 Top 10 websites in Croatia by reach level (Gemius/Valicon gemiusAudience March 2010)
The players that engage Croatian is very limited, lower than 1%. The
internet users most are the popular next position, with a result of 2 hours
portals that take the lead in terms of 15 minutes, is taken by a popular
reach. Net.hr dominates in the ranking business portal, business.hr.
with a result of 4.5 hours. At the same
time, its main rival, Index, has over What is interesting is that there are
one hour less than Net.hr. Tportal.hr hardly any entertainment websites
does not significantly lag behind its present in the ranking. The only
two major rivals in terms of number of gaming service, igre123.net, comes in
users, but has two hours less than the 6th place with a result of 2 hours.
leader when average time spent per
user is taken into account. Croatian users also devote much of
their time online to news services and
Third position is taken by 1klik.net, two of them, 24sata.hr and jutarnji.hr,
a website catalog and search domain are the listed in the ranking with
based on the Google engine. Though a result oscillating around the 2 hours
the average time spent per user equals mark.
almost 2.5 hours, the service’s reach
Table 3 Top 5 portals in Croatia by reach level (Gemius/Valicon, gemiusAudience, March 2010)
All of the portals and news services belong to any large media house and
are listed among the most popular Index promocija d.o.o. is the sole
players on the market. The first, net.hr, owner of the portal.
was formerly known as iskon.hr, the
portal of the ISP provider. It has been Index’s main rival is tportal.hr,
leading the market since the beginning a service which at the beginning
of 2008. This website, owned by of 2008 used to lead the market.
Centrum Holdings (75%) and Proficio It belongs to the largest ISP provider
(25%), is operated by Adriatic Media. T-com. Tportal provides its users
Apart from news, the portal offers with news as well as entertainment.
a wide variety of services such as free Although the discrepancy in terms
mail, and chat. of reach between Index and Tportal is
not that significant and accounts
The second is index.hr, a portal for a mere 2 percentage points,
with a tabloid character. Apart from the latter loses out in terms of average
news, it offers also a forum, nightlife time per user with a result over one
information, video content, a blog hour worse than Index.
platform and more. Index does not
Table 4 Local social networking site measured by Gemius/Valicon, the gemiusAudience study by
reach level (Gemius/Valicon, gemiusAudience, March 2010)
Unlike other CEE online markets, their market share. For example, the
Croatia has no strong local player that share of the second important local
would attract a wide group of internet player, Tulumarka, fell by 1 percentage
users. The most popular community point last year, losing almost 15,200
site is Iskrica. Even though it has been users from March 2009 to March
present on the market for more than 2010.
10 years, its reach is estimated at only
a few percent. Currently, Facebook is
the strongest social networking site
on the Croatian online market and
its position is still growing. Due to its
domination, local players are losing
Table 5 Top 3 online classified ads in Croatia by reach level (gemiusAudience, March 2010)
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Croatia by share of page views generated by internet users who visit the
Croatian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010)
Chart 2 Top operating systems in Croatia by share of page views generated by internet users who visit
Croatian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010)
4. BRANCH ORGANIZATIONS
5. ADVERTISING NETWORKS
Jan Jilek
President of IAB Croatia
What are the opportunities and obstacles for the online advertising market on your
local market?
The economic situation in the world and in Croatia has decreased advertising
expenditures in general, although the only medium that grew was the internet.
On the other hand, the crisis resulted in lower prices of other media, mostly TV,
which is already the most represented medium in total advertising Adex (60%). In
conclusion, the greatest problem regarding online advertising in Croatia is the fact
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
As with many other markets, social media marketing had the highest growth in
Croatia and this is expected to continue. Many advertisers began using Facebook
and Twitter creating applications, fan pages, etc.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
Google and Facebook are the most popular global players in Croatia and have
more than 90% of the search and social media markets, respectively. Croatian
companies cannot compete with this. Local players stick to news and portal
information as they have an advantage with regards to local current affairs. The
top three players in Croatia are all horizontal portals.
Market specifics
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
The Croatian market is unique due to the extremely low price of TV advertising
compared to other countries. This inhibits the growth of other media, including
the internet. Although the internet is the only medium that can compete with TV
and is growing, this is not happening as fast and as much as it could.
Saša Škorić
Director, OMG
What are the opportunities and obstacles for the online advertising market on your
local market?
The lack of research on online advertising investment is the main obstacle for the
greater growth of advertising on the Croatian market. This is the main reason why
only 2% of the advertising budget is online, although the real figures are much
higher. Despite the fact that Croatians are a little behind in the standardization of
advertising formats and prices, Croatian users are fast in accepting new trends that
come from so-called more ‘developed’ countries.
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Social networking sites have become the main subject of discussion with regard to
advertising and almost all online campaigns include some forms of advertising and
user engagement on social networking sites, primarily Facebook. Geo-targeting
services and mobile advertising is expected to become more developed and
popular in the months to come.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
The strength and character of competition between global and local players
depends basically on the particular business field. Although local players have
strong positions in some segments like ‘classifieds’ or ‘publishing’ (horizontal
portals), in the ‘search’ or ‘social networking’ fields local players have almost
disappeared with the huge growth of Google and Facebook. Knowledge of the
local market and user habits as well as local sales forces are the main advantages
of local players, who still hold the greatest shares within particular segments.
Market specifics
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
Croatian users have embraced some global services on a larger scale and more
intensely than in the majority of other countries. On the other hand, fear of online
payment is still relatively high and the main reason why some online projects have
failed in Croatia.
1. MAINPLAYERS_73
1.1. Top10websitesbyreach_73
1.2. Top10websitesbyaveragetimespentperuser_74
1.3. Topportals_75
1.4. Social networks_76
1.5. Onlineclassifiedadsbyreach_77
1.6. Topfinancesitesbyreach_78
2. ONLINEAUDIENCE_78
3. TOOLS_80
3.1. Browsers_80
3.2. Operatingsystems_81
3.3. Screen resolutions_81
3.4. Mobiledevices_81
4. BRANCHORGANIZATIONS_82
5. ADVERTISINGNETWORKS_84
6. OPINIONSFROMTHEMARKET_84
73
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 seznam.cz horizontal portal 4 779 928 2 924 611 713 612 18:47:51 84%
2 novinky.cz news portal 3 152 036 222 189 189 70 01:47:06 55%
3 centrum.cz horizontal portal 3 046 395 453 637 700 149 02:59:39 53%
4 idnes.cz news portal 3 021 952 306 990 826 102 01:56:20 53%
6 super.cz news portal 2 430 318 140 331 585 58 00:50:33 42%
8 stream.cz video content portal 1 860 614 35 977 914 19 00:25:20 33%
10 estranky.cz webhosting and web creation 1 713 221 41 406 635 24 00:19:51 30%
Table 1 Top 10 websites in the Czech Republic by reach level (NetMonitor - SPIR/Mediaresearch/Gemius, March 2010)
According to the NetMonitor - SPIR/ contacts, ranked fifth and its reach
Mediaresearch/Gemius study in March level amounted to 43%. The next
2010 the top 10 ranking by reach was are: Super.cz, a news portal with
dominated by a varied set of portals. over 2.4 million real users, and mapy.
cz, the most popular map site in the
The unquestionable leader was Czech Republic.
seznam.cz with a reach level of 84%,
1 percentage point more than a year The last group includes websites
ago. This site is also top when it comes with an approximate 30% share of
to the number of page views per user, the market. With 1.86 million users,
with a result of 612. The following stream.cz ranked eighth and was the
three places were occupied by number one Czech portal with audio
websites with reach levels of around and video content as well as TV shows.
50% - novinky.cz (55%), centrum.cz Its users are not only able to watch
(53%) and idnes.cz (53%). They are available videos, but also upload their
all popular Czech portals and news own. Moreover, there is a special
services. section for kids. Another portal in the
ranking was sport.cz (31%), an online
The next group of sites reached magazine with sports news from
approximately 40% of the Czech Seznam.cz and a daily newspaper
online audience. Among them, the Právo. The ranking was propped up
most popular one, Firmy.cz, a business by estranky.cz, which is a site dealing
catalogue with a database of company with web hosting and web creation.
Table 2 Top 10 websites in the Czech Republic by average time spent per user (NetMonitor - SPIR/
Mediaresearch/Gemius, March 2010)
Table 3 Top 5 portals in the Czech Republic by reach level (NetMonitor - SPIR/Mediaresearch/Ge-
mius, March 2010)
Since portals and news services are portal allows its users to personalize
very popular among Czechs, the the main page according to their
services from the top 5 ranking also interests in a user-friendly way.
occupy the leading positions in the
general ranking by reach. The most In March 2010 the second player
significant one is seznam.cz, a market within the Czech online market was
leader on the Czech online market not the news portal novinky.cz with
only in terms of reach (84%), but also a reach level of 55%. It is an online
in average time per user (18 hours magazine created in cooperation
and 48 minutes). The portal offers the with a daily newspaper Právo and
usual services to its users such as free Seznam.cz. It was launched in 2003
mail, current news, weather forecasts, and instantly jumped to the top of the
exchange rates, etc. This horizontal popularity rankings. Thanks to its rich
Table 4 Top 5 local social networks in the Czech Republic by reach level (NetMonitor - SPIR/Media-
research/Gemius, March 2010)
The popularity of local social networks the younger generation – the average
measured by NetMonitor in the Czech age ranges from 12 to 19 years old.
Republic is declining. Lide.cz and blog.cz It is divided into several categories,
were, according to the NetMonitor including a popular instant messaging
- SPIR/Mediaresearch/Gemius study, service, discussion forums, dating
the most popular ones. However, in service and blogs. Blog.cz, on the
comparison to last year, their reach other hand, is a web application for
level decreased by 5 percentage points creating blogs. It was launched in 2005
and in March 2010 accounted for 30% and soon became the largest blog
and 29%, respectively. Lide.cz is a part service on the Czech online market.
of Seznam.cz, dedicated mainly to
Table 5 Top 3 online classified ads in the Czech Republic by reach level (NetMonitor - SPIR/Media-
research/Gemius, March 2010)
The leader on the classified ads In comparison to March 2009 its reach
market in the Czech Republic in March level increased by 3 percentage points
2010 was sbazar.cz with a reach level and in March 2010 accounted for
of 18%. It is the largest Czech portal of 16%. The last website in the ranking,
this kind. One can buy and sell as well bazos.cz, has also been gaining
as participate in auctions on the site. popularity and its reach level grew
As many as 200,000 classifieds are by 2 percentage points over the last
grouped into 20 categories. Moreover, twelve months. Bazos.cz is trying to be
sbazar.cz allows an immediate as simple and user friendly as possible
communication between buyer and and this strategy seems to be working
seller. It is a part of Seznam.cz. very well: its users add around 11,000
new ads daily.
Second place belonged to
hyperinzerce.cz, a classified ads site
with over 1.2 million offers.
novinky.cz-rubrika
1 1 330 776 7 00:10:21 23%
Ekonomika
idnes.cz
2 Ekonomika 724 322 18 00:24:21 13%
a Finance iDNES
centrum.cz
Aktualne.cz
3 390 404 17 00:16:31 7%
Ekonomika/
Finance
Table 6 Top 3 finance sites in the Czech Republic by reach level (NetMonitor - SPIR/Mediaresearch/
Gemius, March 2010)
When it comes to finance sites, there novinky.cz) with a reach level of 23%.
is no significant independent player. It was followed by Ekonomika and
The popular sites are parts of the Finance of iDNES, whose reach level
leading Czech portals: novinky.cz, amounted to 13%. The top 3 ranking
idnes.cz and centrum.cz. was propped up by finance.aktualne.
cz, which is a part of centrum.cz and in
The first place in the ranking, based on March 2010 it had over 390,400 real
the NetMonitor - SPIR/Mediaresearch/ users. It publishes business news on
Gemius study from March 2010, the stock exchange, the RM system,
belonged to Ekonomika (part of currency rates, commodities etc.
2. ONLINE AUDIENCE
The gender structure of the online online population were people aged
population in the Czech Republic 25-34, with a share of 24%. They
is quite balanced. According to the were also the group of users who
NetMonitor - SPIR/Mediaresearch/ spent most time online, i.e. 32 hours
Gemius study from March 2010, men and 32 minutes a month. The second
constituted 52% whereas women largest group, users aged 15-24, who
48%. Also in terms of average time in 2009 accounted for 28%, in March
spent online per user there was no 2010 constituted only 22%. At the
major difference between the male same time the share of people over 55
and female audience. On average increased by 2 percentage points.
men were surfing the web for only 12
minutes longer than women. In March 2010 the highest
percentage of the Czech online
In terms of age, the most population had completed secondary
numerous group within the Czech education (the group also included
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in the Czech Republic by share of page views generated by internet users who
visit Czech websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
4. BRANCH ORGANIZATIONS
SPIR APEK
www.en.spir.cz www.apek.cz
www.uvdt.cz
5. ADVERTISING NETWORKS
Phone: +420-270-005-076
Vinohradská 2396/184,
5 Best Online Media, s.r.o. online-media.cz Fax: +420-737-283-091
130 00 Praha-Vinohrady
Email: zuzana@online-media.cz
Phone: +420-277-775-670
Janáčkovo nábřeží 51/39,
6 ARBOinteractive, spol. s r.o. arbointeractive.cz Fax: +420-251-082-105
150 00 Praha 5
Email: internet@arbointeractive.cz
Phone: +420-553-615-555
Novoveská 1262/95,
9 Internet BillBoard a.s. nternet.billboard.cz Fax: +420-553-620-667
709 00 Ostrava - Mariánské Hory
Email: info@billboard.cz
Tomáš Lauko
Digital & Business Development Manager, ZenithOptimedia – CEE
Tomáš Varga
Head of ZED Digital, Zed Digital (part of ZenithOptimedia)
What are the opportunities and obstacles for the Czech online advertising
market?
The Czech market will most certainly grow. It has great potential (the 3rd largest
advertising market in the CEE region) and is certainly one of the most developed
CEE markets. The latest Advertising Expenditures forecast of ZenithOptimedia
The greatest obstacle for the Czech market is the lack of understanding as many
people pervceive the internet as a cheap medium.
The second greatest obstacle is that the total online Audio-Visual potential
cannot be fully measured (YouTube, Google and Facebook are missing here).
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
To summarize in three points: The cost per action payment model (ROI), social/
online listening and mobile marketing. We can already see the first steps,
testing and a shift from TV to AV (Audio Visual) after analyzing the first report of
multimedia content measurement in the Czech Republic. It will be interesting
to look at the mobile marketing measurement in the second part of 2010.
The most interesting work force in the nearest future will be analysts,
copywriters, and people with ‘soft’ social skills.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
The strength of global players is growing and the last important market bastion
in the Czech Republic is Seznam with many users impatiently waiting for its API.
Seznam is strong enough and will be able to compete with global companies, but
its weakness lays in relatively slow implementation of innovations. On the other
hand, the cooperation of Seznam with Microsoft shows that the vision of how to
fight competition is clear.
Market specifics
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
What the Czech Republic still lacks compared to other countries in the CEE region
is self-promotion. There are already a great number of talented people on the
market, as well as know-how, possibilities, tools for testing and implementing
innovations in communication on the internet. However, unfortunately this is still
not reflected in reality and in the image of the Czech Republic in CEE markets.
Tomáš Búřil
Director of Sales and Marketing, Centrum Holdings
What are the opportunities and obstacles for the Czech online advertising market?
We can see that the online market in the Czech Republic in 2010 is growing, mainly
due to direct clients. They are investing in the internet a larger part of their ad
budgets than the major clients by media agencies. We expect that the total online
advertising market could reach its pre-crisis level in 2012, the level of 2008. At that
time, we also expect a balanced level of ad spending to online and print media.
Currently, the biggest obstacle to fast growing investment is the great caution
of the largest advertisers and their predilection for traditional media, although,
according to the surveys, the time spent on the internet is growing compared with
declining print media and television.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop the most in future?
The main trends concern the following areas: media consolidation (into larger
units), a greater emphasis on news quality and local content and the high use
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
The local players are certainly strong enough because of their local content and
more personal ‘Czech’ approach to clients and customers. However, those who
concentrate purely on the technological battle with the global players will not
succeed. It is just a matter of time when users realize this and start demanding
a better service. The successful combination of both the local approach and
content with global technologies and know-how is a strong possibility.
Market specifics
What makes your local online market unique? Are there any specifics that make
it differ from others in the CEE region?
The Czech market is the most developed market in Central and Eastern Europe,
due to the fact that all members of the local joint industry committee SPIR
(the Czech Association for Internet Advertising) have agreed on the same point of
view, how to develop the whole market in a transparent way and how to profile
online advertising. Another specific feature is Seznam and its strong position,
which has a great influence on the market, on business conditions and ‘user
standards’. What normally works in other countries may not necessarily work in
the Czech Republic.
1. MAINPLAYERS_89
1.1. Top10websitesbyreach_89
1.2. Top10websitesbyaveragetimespentperuser_90
1.3. Topportals_91
1.4. Social networks_92
1.5. Onlineclassifiedadsbyreach_93
2. ONLINEAUDIENCE_94
3. TOOLS_96
3.1. Browsers_96
3.2. Operatingsystems_96
3.3. Search engines_97
3.4. Screen resolutions_97
3.5. Mobiledevices_97
4. BRANCHORGANIZATIONS_98
5. ADVERTISINGNETWORKS_99
6. OPINIONSFROMTHEMARKET_99
89
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 delfi.ee horizontal portal 511 230 92 743 974 181 04:15:31 63%
2 postimees.ee horizontal portal 372 864 39 573 318 106 03:15:39 46%
5 rate.ee social network 222 082 157 172 820 708 06:48:28 28%
6 mail.ru horizontal portal 179 646 55 733 268 310 07:44:34 22%
10 fotoalbum.ee photo sharing website 125 826 23 176 640 184 00:46:41 16%
In March 2010 the top 10 ranking in the construction of these sites. While
of Estonian websites included in the delfi.ee develops each of their new
gemiusAudience study was dominated by subsection (women, motoring, etc.)
portals. The most popular one is delfi.ee under one domain, postimees.ee builds
with a reach level of 63%. It is the largest its services on separate domains. One of
internet portal in the Baltic States, which its elements is elu24.ee, ranked fourth
popularity within the Estonian online with a reach level of 33%. They are both
population is steadfast. In comparison very popular among the Estonian online
to March 2009, it increased its reach by audience, as is the printed version of the
1 percentage point, which considering “Postimees” newspaper.
the ever growing number of internet
users in Estonia means that it is The other Eesti Media Group portal
constantly gaining new audience. is sloleht.ee. According to the
gemiusAudience study from March
The next three places are occupied 2010 it had almost 300,000 real users.
by portals belonging to Eesti Media, Similarly to postimees.ee it used to be
the largest media group in Estonia. only an online version of the newspaper,
In March 2010, the most popular one: but now is probably more popular
postimees.ee had a reach level of 46%. than the original. In this day and age,
It used to be the online version of increasingly more people choose to take
a newspaper but with time developed advantage of new technologies instead
into a successful independent portal. of traditional media. Online newspapers
Such huge discrepancy between the first are not only handy, but also save money
two players may be due to differences and time.
Table 2 Top 10 websites in Estonia by average time spent per user (gemiusAudience, March 2010)
Table 4 Top 2 social networks in Estonia by reach level (gemiusAudience, March 2010)
Local social networking services are last year by 7 percentage points and
losing popularity in Estonia. They are the 4% reach of keskus.ee makes it
not able to fight with global brands hardly a non-marginal player on the
such as Facebook. The reach level of Estonian online market.
rate.ee decreased in comparison to
Table 5 Top 2 online classified ads in Estonia by reach level (gemiusAudience, March 2010)
There are two classified ad sites in service is for free, whereas publishing
gemiusAudience study from March advertisements by employers is only
2010: kv.ee and cvonline.ee. The first possible after paying a fee. The job
one, with a 13% reach, contains over offers are classified into categories to
30,000 real estate ads published by enable its users to find the job they
private users as well as by companies. are interested in quickly and easily.
Moreover, there is a news section
with market overviews, analysis and
advice. From February 2008 users can
follow the kv.ee Index characterizing
the Estonian real estate market.
The website is available not only in
Estonian but also in Russian, Finnish
and English.
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Estonia by share of page views generated by internet users who visit Esto-
nian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 2 Top operating systems in Estonia by share of page views generated by internet users who visit
Estonian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
4. BRANCH ORGANIZATIONS
5. ADVERTISING NETWORKS
Meelis Vill
Sales Director, Delfi Estonia
What are the opportunities and obstacles for the Estonian online advertising
market?
The advertising market is liberal and flexible towards the needs of clients. The
majority of main publishers are flexible regarding specific solutions. One obstacle
could be the high price of specialized solutions which limits the creativeness of
advertisements.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Banners are getting larger. In addition to the day-based price model it is possible to
buy impressions from all major publishers.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
Most of the adspends of large international companies are at the moment being
spent on television. It would be important to find possibilities and arguments to
show television commercials on the internet.
Igor Rõtov
CEO, Äripäev AS:
What are the opportunities and obstacles for the Estonian online advertising
market on your local market?
We are expecting little growth in internet advertising, which will bring an increase
in its general share. The trend at the moment is to direct advertisements to exact
target groups. Those who have very general target groups will lose their market
share whereas those players who can gain smaller market segments or maintain
positions of niche leaders will win. The testing of innovative solutions and
technical possibilities will continue.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
News publishers will primarily try to offer paid content. Mobile applications, iPad
and e-readers are set to become more popular. On the other hand, consumers will
stay conservative and money will not be spent easily.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
Local players have a good position to win this battle. Estonia is too small market
for Google, Microsoft or other major global players to especially invest here. Local
players on the other hand have the substantive and technical expertise, resources
and motivation to strengthen their positions.
1. MAINPLAYERS_103
1.1. Top10websitesbyreach_103
1.2. Top10websitesbyaveragetimespentperuser_104
1.3. Topportals_106
1.4. Social networks_107
1.5. Onlineclassifiedadsbyreach_108
1.6. Topfinancesitesbyreach_108
2. ONLINEAUDIENCE_109
3. TOOLS_111
3.1. Browsers_111
3.2. Operatingsystems_112
3.3. Searchengines_112
3.4. Screenresolutions_113
3.5. Mobiledevices_113
4. BRANCHORGANIZATIONS_114
5. ADVERTISINGNETWORKS_115
6. OPINIONSFROMTHEMARKET_117
103
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
3 iwiw.hu social network 2 771 643 1 764 264 408 637 05:24:32 64%
horizontal portal / web
4 startlap.hu 2 287 189 - - 03:00:52 53%
directory
5 freemail.hu mail provider 1 948 731 136 630 017 70 01:54:35 45%
Table 1 Top 10 websites in Hungary by reach level (gemius/Ipsos Audience, March 2010)
The ranking of the most popular service Facebook. Its reach level in
websites in terms of the number March 2009 amounted to only 10%
of real users in Hungary provides and this year it was 44%.
an interesting picture of internet
users. Global websites, such as With a reach level of 53% startlap.
google.hu (91%), youtube.com hu ranked fourth. It is the most
(65%), facebook.com (44%), live. popular local web directory, which
com (39%) and microsoft.com (36%) includes links to social networking
are very popular among Hungarians. websites, articles and all kinds of
Moreover, unlike on many other useful information. Fifth place in
CEE online markets, local horizontal the ranking belongs to the mail
portals and news services are not provider, freemail.hu. Its reach
websites with the highest reach level amounted to 45% in March
level in Hungary. 2010, according to gemius/Ipsos
Audience. It is not only an e-mail
A local site with the largest number service, but also has a gallery where
of real users is a social networking users can upload photos.
service, iWiW.hu, with a reach level
of 64% in March 2010, which gave In 7th place, in terms of reach level,
it third place in the top 10 ranking was blog.hu with 44%. Blog.hu, part
of websites. The second popular of the portfolio of Central European
service of this kind is the global Media and Publishing, is the leading
Table 2 Top 10 websites in Hungary by average time spent per user (gemius/Ipsos Audience,
March 2010)
Table 3 Top 5 portals in Hungary by reach level (gemius/Ipsos Audience, March 2010)
With a 31% reach, index.hu was the Another significant player in Hungary
third most popular portal in Hungary. is nlcafe.hu, which ranked fifth in the
It is owned by Central European top 5 portals ranking. It is an online
Media and Publishing. Among the magazine for women, which provides
Hungarian portals, it has the most many features typical for such portals,
Table 4 Top 5 social networks in Hungary by reach level (gemius/Ipsos Audience March 2010)
Table 5 Top 3 online classified ads in Hungary by reach level (gemius/Ipsos Audience, March 2010)
The main player on the classified ads onlineapro.hu with a reach level of 4%.
market in Hungary is expressz.hu, According to information on the site it
with a reach level of 25%. A year ago stores more than 300,000 ads. The site
its reach level was 1 percentage point offers its users free registration and
higher. Advertisements are grouped online ads.
into 31 categories e.g. games, clothes,
job offers, cars, real estate. According
to the gemius/Ipsos Audience study,
the second most popular site with
classified ads, with a reach of 8%, was
apronet.hu. Third place belonged to
Table 6 Top 3 finance sites in Hungary by reach level (gemius/Ipsos Audience, March 2010)
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Hungary by share of page views generated by internet users who visit Hunga-
rian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 2 Top operating systems in Hungary by share of page views generated by internet users who
visit Hungarian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
been gaining an ever larger share the first quarter of 2010. Bing, which
of the market and is catching up ranked second, contributed to only
with Windows Vista. After the first 1.5%.
quarter of 2010, the market share
of Windows 7 amounted to 9.5%, 3.4. Screen resolutions
which ranked second among the top
operating systems in Hungary. Mac OS Although the market share of 1024 x
X and Linux have been slowly gaining 768 monitor screen resolutions has
popularity, but neither of them cover decreased, it is still the most popular
more than 1% of the market. choice among Hungarians. Other
popular screen resolutions in the first
3.3. Search engines quarter of 2010 were 1280 x 800 and
1280 x 1024. The screen resolution
Like in other CEE countries, the of 1440 x 900 as well as 1366 x 768
indisputable leader of the search have become more popular in recent
engine market in Hungary was Google years.
winning a market share of 97% in
Chart 3 Top search engines in Hungary by share of visits made by internet users who visit Hungarian
websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 4 Screen resolutions in Hungary by share of page views generated by internet users who visit
Hungarian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
3.5. Mobile devices - models device was Nokia 5800. Its users
generated 5% of the mobile traffic on
According to the gemiusTraffic study, the average Hungarian website using
the most popular mobile device gemiusTraffic. Other devices in the
used to access the web in Hungary is top 5 ranking were iPod and Nokia
iPhone, which in July was responsible E51.
for 36% of page views generated
by mobile devices on the average
website. Another Apple product,
iPad, had a 6% share, however, its
popularity is growing and from May
to July 2010 it gained 2 percentage
points. The third most popular mobile
Chart 5 Top 5 mobile devices in Hungary by the website-averaged percentage share of page views
generated by internet users from Hungary, who visit Hungarian websites using gemiusTraffic
(gemiusTraffic, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
4. BRANCH ORGANIZATIONS
5. ADVERTISING NETWORKS
István Kürti
Director of Sales, Sanoma Budapest
What are the opportunities and obstacles for the Hungarian online advertising
market?
The growth rate of internet penetration has slowed down recently, thus it is not
the primary engine of the industry’s growth anymore. Nowadays the greatest
opportunities are in displaying new and creative types of advertisements and
enhancing the effectiveness of ads. To implement such changes the following
actions should be taken:
• clients should provide creatives congruent with website themes
• measurement standards should be developed effectively
• the potential of media convergence, e.g. ‘augmented reality’ should be used
more intensively
• effective targeting of video advertisements, sponsored videos and others
should be applied
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Development might be expected after the falloff of the economic crisis mainly by
those market segments that have suffered from an economic downturn the most
(for example transport or real estate). Generally speaking, advertisers put more
emphasis than ever on measurability and return on investment, thereupon the
share of the internet in total advertising expenditure is growing.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
Péter Novák
Chairman, IAB Hungary
What are the opportunities and obstacles for the Hungarian online advertising
market?
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
The expansion of both online shopping and e-commerce brings new advertisers to
the market. Besides different direct communication environments, the constant
development of online CRM solutions, the improvement of database construction
and the growing appreciation of the data obtained are the most important trends.
Furthermore, the significant strengthening of mobile media is expected.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
When considering the role of global market players it is worth noting that
nowadays those who provide services for domestic users without conducting any
significant local operations form a great threat to Hungarian players in fields like
searching, video hosting and social media.
On the other hand, while the search market is dominated by the leading global
service provider, the position of the local social media market leader has not been
really threatened. The video market has gone through remarkable changes, the
‘match’ has not finished. Overall, global competition will cause more difficulties for
local market players during the next few years.
Market specifics
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
While comparing the Hungarian online market with other CEE countries many
similarities as well as differences can be found. Online markets in this part of the
world are rather small, internet penetration oscillates at a medium level and local
competition is strong.
Gabor Tóth
Head of Digital of Omnicom Media Group (OMG)
What are the opportunities and obstacles for the Hungarian online advertising
market?
The biggest obstacle is the prolonged financial crisis and economic downturn.
However, this is also an opportunity, as investors are turning to effective and cost
efficient channels to use their limited marketing budgets.
Dominating trends
What are the recent trends on your local online market? What branches are
expected to develop most in the future?
The two main areas receiving a lot of attention are search and social media.
Search is finally getting the recognition it deserved as advertisers are learning how
to use this channel best. Social media is at the stage of experimentation: although
many companies feel the urge to use it, many mistakes are being made. The third
area which will experience intense growth is video advertising.
Are your local market players strong enough to compete with the global giants?
What advantages and strategies do they have in this battle?
Local language in non-user generated content is the key, so global players are not a
significant threat in this area. However, in other fields it is clear that local players
are struggling to keep up with the pace of development dictated by the global
players: Google search, Facebook, YouTube are either already the undisputable
winners in their own segment or they are going to be one in the near future.
Market specifics
What makes your local online market unique? Are there any specifics that make it
different it from others in the CEE region?
The importance of social network sites and the way Hungarians use them.
We love to share photos, videos with our friends – and we do it with more
commitment than other countries in the region. It almost seems like we preferred
to meet up online.
1. MAINPLAYERS_121
1.1. Top10websitesbyreach_121
1.2. Top10websitesbyaveragetimespentperuser_122
1.3. Topportals_123
1.4. Social networks_124
1.5. Onlineclassifiedadsbyreach_125
1.6. Topfinancesitesbyreach_126
2. ONLINEAUDIENCE_126
3. TOOLS_128
3.1. Browsers_128
3.2. Operatingsystems_129
3.3. Search engines_129
3.4. Screen resolutions_129
3.5. Mobiledevices_130
4. BRANCHORGANIZATIONS_130
5. ADVERTISINGNETWORKS_132
6. OPINIONSFROMTHEMARKET_133
121
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 inbox.lv horizontal portal 792 531 245 041 702 309 06:17:28 66%
2 draugiem.lv social network 739 786 1 249 803 404 1689 24:20:44 62%
3 delfi.lv horizontal portal 665 600 98 698 672 148 03:33:09 55%
4 ss.lv classified ads 598 001 241 360 669 404 03:21:33 50%
7 one.lv social network 337 475 277 799 261 823 10:03:18 28%
Table 2 Top 10 websites in Latvia by average time spent per user (gemiusAudience, March 2010)
The first two places in the top 10 acquaintances online. An average user
websites by average time spent per of the most popular social networking
user are occupied by social networking service in Latvia, draugiem.lv, spent
sites. Similarly to people from other more than 24 hours visiting the
CEE countries, Latvians enjoy spending website in March 2010. Users of one.lv
long hours socializing with their are not so much active online, but
Table 4 Top 5 social networks in Latvia by reach level (gemiusAudience, March 2010)
Table 4 Top 3 online classified ads in Latvia by reach level (gemiusAudience, March 2010)
The indisputable leader when it comes in Latvian and Russian. The second
to the classified ads online market place among the classified ads sites in
in Latvia is ss.lv with a reach level March 2010 belonged to zip.lv, a relatively
of 50%. The ads are classified into new player with a reach level of 24%.
12 categories and are available It started from the draugiem.lv
Table 6 Top 2 finance sites in Latvia by reach level (gemiusAudience, March 2010)
According to the data from the as did the number of users, by more
gemiusAudience study, the most than 20,000.
popular financial sites in Latvia are
financenet.lv and db.lv. The first one The second significant player on the
works as a part of tvnet.lv, a popular finance sites market in Latvia in March
Latvian horizontal portal that ranked 2010 was db.lv with a reach level
fifth in the top 10 websites by reach of 8%. It is the digital version of the
ranking. However, financenet.lv business newspaper “Dienas Bizness”,
has its own logo and a separate but its content is original. Users are
domain and its results are measured not only able to read online news,
independently. In March 2010 it but also subscribe and get the printed
had a reach level of 13% and over version of the newspaper and gain
150,000 real users. Financenet.lv access to archives with older articles in
publishes articles concerning business PDF format. In terms of average time
and finance. It has a special section spent online per visitor, db.lv beats
devoted to foreign financial markets. financenet.lv. Its users on average
In comparison to March 2009 its reach spent more than half an hour visiting
level decreased by 3 percentage points this site in March 2010.
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Latvia by share of page views generated by internet users who visit Latvian
websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 5 Top 5 mobile devices in Latvia by the website-averaged percentage share of page views
generated by internet users from Latvia, who visit Latvian websites using gemiusTraffic
(gemiusTraffic, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
it is still the most popular choice to access the web in Latvia is the
among Latvians. Other popular screen iPhone, which in July was responsible
resolutions among those who visit for 27% of page views generated by
Latvian sites using the gemiusTraffic mobile devices on an average website.
in the first quarter of 2010 were Yet, its domination is gradually
1280 x 1024 and 1280 x 800. Also diminishing and its share fell by
the screen resolution of 1440 x 900 4 percentage points in two months.
has been gaining popularity over As with other markets the loss is
the recent years. in favor of the iPad, Apple’s latest
product, which in the same period
3.5. Mobile devices - models extended its share by 3 percentage
points. The other devices in the top
According to the gemiusTraffic study, 5 oscillate around 3%.
the most popular mobile device used
4. BRANCH ORGANIZATIONS
5. ADVERTISING NETWORKS
Viktors Rožkalns
OMG Digital Manager, Omnicom Media Group
What are the opportunities and obstacles for the online advertising market on
your local market?
Dominating trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
It is obvious that a lot of companies are willing to use creative interactive web
solutions for their campaigns but not all of them are ready to pay for them.
Many companies are still choosing to use standard banners but internet users
more often like interaction with a brand than just clicking on banners. There
are also ready platforms for interaction: the social portal draugiem.lv as well as
others. Many companies use also Google Adwords but still this is only a small
part of the whole web budget. We predict that companies will continue to
mainly buy traditional banners but interactive web solutions will also grow. With
many risks come success stories which provoke other companies to take similar
risks and spend more on these solutions and receive in return more than using
traditional formats.
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
Local players are much stronger than global ones because global players cannot
compete with the content that local players are providing. One exception
of course is Google with its Adwords and display ads. Facebook is becoming
stronger in Latvia but the number of Facebook users is still under 120,000 and it
Market specifics
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
Latvia is one of few countries where the strongest social networking site is not
Facebook but draugiem.lv. This makes this particular local market different among
other markets. What has become most important to brands of late is interaction
with its consumers, customers. Draugiem.lv contains many nonstandard features
available which would not be possible in Facebook.
In this small market there are fewer than 10 portals, the major players. Thus,
the largest part of web media budgets is spent on those portals.
Edgars Kalniņš
BiFri Brand Communication Manager, SIA BITE Latvija
What are the opportunities and obstacles for the online advertising market on
your local market?
The techniques used are extremely blunt so there are a lot of opportunities
for innovative solutions but on the other hand most marketers have a limited
understanding about online advertising.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
Local players are still strong but the foundation of their position is the local
language. This foundation could quite easily be eroded if the global giants decide
to go for it.
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
Dmitry Gizhdevan
Marketing Director, SIA Inbokss (inbox.lv)
What are the opportunities and obstacles for the online advertising market on your
local market?
With one of the highest indices in Eastern Europe (approx. 60%), the online
advertising market in Latvia takes only a small part of the total advertising market
(11% in 2009). The greatest opportunity and objective for online media in the
upcoming years would be to enlarge the role of online advertising in the total
media mix on account of traditional and less effective media. The prediction for
the upcoming years is that online advertising will reach up to second place in
media channels and the greatest part of advertising turnover will be shared by TV
and online advertising.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Almost all of the global trends have been observed in Latvia, albeit with a small
delay. They have had little impact on the market since Latvian internet users are
relatively conservative. Only some residents follow the trends. It reflects the
Using the internet for two-sided communication with the consumer has also
been observed. But unfortunately due to the lack of specialists and qualitative
local stages it is developing slowly. Regardless of this, there are several
successful cases of consumer and brand correlation.
Latvian online advertising market players often try to force some trends onto
the market, which might be profitable for them. For example, in late 2009
a line of media introduced a CPC payment model for display advertisements,
but this trend passed very quickly. One more essential trend, which appeared
on the internet from the press was news media overproduction. Several years
ago there was a case on the press market where a large number of news media
were observed. The same trend is visible now in the internet, but it is also slowly
passing.
Various trends are likely to develop rapidly, including third party measuring
systems, which digital departments of media agencies lack at the moment.
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
Despite the fact that internet penetration in Latvia is great, the Latvian market
is small and not interesting for global players. This situation will continue for
several more years. It is necessary to point out that this has created a chance for
local portals to become strong in almost all areas except in searching services.
Local portals were able to guarantee users the necessary internet tools, by
taking into account the specifics of local users. Unlike global players, who when
entering a new market have tried to change it to their needs, local players
understand their own users much better and are able to provide products by
taking into account user specifics, which in turn is highly evaluated by local
users. This tendency can be seen by analyzing the latest brands (Latvia’s Most
Loved Brands http://inx.lv/E0 ). The two most popular local internet media are
in 3rd and 4th places in the general brand top list, in turn as local brands these
internet media came 1st and 2nd. These results show that Latvian users highly
rate local products and this will help when competing with global players.
Market specifics
What makes your local online market unique? Are there any specifics that make
it different from others in the CEE region?
The Latvian online market is unique with regards to the level of penetration.
Thanks to Latvia’s rural regions this continues to grow. Regardless of penetration
proportional results, compared with other countries, the number of users in
total is extremely low because the number of residents is small. Most users are
conservative and choose local resources instead of global ones on condition that
such an analogous service exists on the local market. In the TOP five Most Loved
brands there are 3 internet portals of which 1 is global and 2 are local.
1. MAINPLAYERS_139
1.1. Top10websitesbyreach_139
1.2. Top10websitesbyaveragetimespentperuser_140
1.3. Topportals_141
1.4. Social networks_142
1.5. Onlineclassifiedadsbyreach_143
1.6. Topfinancesitesbyreach_144
2. ONLINEAUDIENCE_144
3. TOOLS_146
3.1. Browsers_146
3.2. Operatingsystems_147
3.3. Search engines_147
3.4. Screen resolutions_147
3.5. Mobiledevices_148
4. BRANCHORGANIZATIONS_148
5. ADVERTISINGNETWORKS_150
6. OPINIONSFROMTHEMARKET_151
139
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 delfi.lt portal, news service 1 003 791 102 444 194 102 02:53:59 59%
2 one.lt social network 766 423 677 488 843 884 08:27:00 45%
3 lrytas.lt portal, news service 757 397 57 255 390 76 01:49:00 44%
4 balsas.lt portal, news service 665 740 8 051 562 12 00:16:24 39%
5 draugas.lt social network 609 752 299 279 202 491 04:24:15 36%
6 alfa.lt portal, news service 592 062 16 667 809 28 00:36:52 35%
7 skelbiu.lt classified ads 589 169 58 681 601 100 01:01:42 34%
8 plius.lt classified ads 561 033 68 780 425 123 01:40:21 33%
9 15min.lt portal, news service 548 557 17 871 519 33 01:07:47 32%
10 zebra.lt portal, news service 496 880 14 820 800 30 00:32:27 29%
Table 2 Top 10 websites in Lithuania by average time spent per user (gemiusAudience,
March 2010)
The top four places in the top 10 average of more than 3 hours on the
websites by average time spent per website monthly. The site even runs
user are occupied by social networking on its own ranking of its most devoted
websites. Their domination is no users, and some of them spent more
surprise. People tend to spend than 15 hours online a day. In 8th
long hours socializing with their place, with 2 hours 31 minutes,
acquaintances online. One.lt is the we find another social networking
most popular social networking website, ieskok.lt.
website in Lithuania with a reach level
of 45%. On average its users spent 5th place belongs to mail.ru,
8 hours 27 minutes a month using the a Russian horizontal portal, which has
service, while the users of draugas.lt, a reach level of 12%. Its popularity
which ranks second, spent 4 hours and is influenced by the considerable
24 minutes. Pazintysxxx.lt, a service Russian minority in Lithuania. Inbox.
with an erotic profile came in 3rd lt, a mailing service, ranks sixth and
place. Fourth place is occupied by has over 70,000 real users who spent
starchat.lt. Although its reach level an average of almost 3 hours using the
is less than 0.5%, its users spent an service a month.
Table 5 Top 3 online classified ads in Lithuania by reach level (gemiusAudience, March 2010)
The two main players on the classified offers. Skelbiu.lt makes money through
ads market are skelbiu.lt, with a reach selling advertising space, but also its
level of 34%, and plius.lt with 33%. A users have to pay for the publication
year ago, in March 2009, the leader of ads.
was plius.lt reaching over 41% of
the market. However, since then its Third place goes to skelbimai.lt, with
popularity has declined and in March a reach level of 22%, which in turn
2010 it is in second place between the allows its users to place ads on the site
classifieds. In May 2009 skelbiu.lt took free of charge.
the lead. It is a site of classified ads
that are grouped, amongst others, into
transport, real estate, services and job
Table 6 Top 3 business and finance sites in Lithuania by reach level (gemiusAudience, March 2010)
The most popular finance site in legal acts, forms and other useful
Lithuania is vz.lt. It publishes business pieces of information for accountants.
news and articles as it is an e-version There is also a possibility to order the
of a business newspaper. It has weekly delivery of news articles or to
separate subdomains dedicated to use a system for invoice issuance and
searching for articles and photos as management on the internet.
well as an e-shop, where users can
order the newspaper or buy articles, The third significant player on the
recommendations, dictionaries, books, business sites market in Lithuania is
etc. Vz.lt has a reach level of 13% and verslobanga.lt, which presents news
the average time per user is less than about companies and information
20 minutes a month. about events related to accountancy,
business or finance. It allows its users
Tax.lt, which ranked second with to publish their own information
a 10% reach, is dedicated to about events or create any documents
accountancy. In addition to a forum, it related to various fields of business,
gives its users the possibility to search available to a broader audience. Its
for or place job ads on the site related reach level amounted to 5% in March
to accounting. Moreover, it presents 2010.
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Lithuania by share of page views generated by internet users who visit Lithu-
anian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 3 Top search engines in Lithuania by share of visits made by internet users who visit Lithuanian
Without question, the most popular websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
search engine in Lithuania was Google
with a market share of 98% in the
first quarter of 2010. MSN, which
ranked second, contributed to only
1% of visits made by internet users 3.4. SCREEN RESOLUTIONS
who visit Lithuanian websites using
gemiusTraffic.
Chart 5 Top 5 mobile devices in Lithuania by the website-averaged percentage share of page views
generated by internet users from Lithuania who visit Lithuanian websites using gemiusTraffic
(gemiusTraffic, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.5. Mobile devices - models within May and July 2010. In contrast,
the share of Apple’s latest product
According to the gemiusTraffic study, the iPad has increased by almost 2
the most popular mobile device percentage points within these two
used to access web in Lithuania months. The three last positions
is the iPhone, which in July was among the top 5 mobile devices on
responsible for 14% of page views the Lithuanian market are taken by
generated by mobile devices on the Nokia devices, including the Nokia
average website. However, like on 5130 XpressMusic which is the most
other markets its share is gradually popular.
decreasing and a loss of almost 2.5
percentage points could be observed
4. BRANCH ORGANIZATIONS
5. ADVERTISING NETWORKS
UAB ”Adnet”
Phone: +370-5-273-00-65
Verkių str. 5
1 AdClick adclick.lt Fax: +370-5-273-00-65
LT-08218 Vilnius
Email: info@adclick.lt
Lithuania
UAB ”Adnet”
Phone: +370-5-275-37-74
Verkių str. 5
2 Adnet adnet.lt Fax: +370-5-275-66-50
LT-08218 Vilnius
Email: info@adnet.lt
Lithuania
UAB ”Textads”
Phone: +370-5-273-00-65
Verkių str. 5
3 Textads textads.lt Fax: +370-5-273-00-65
LT-08218 Vilnius
Email: info@textads.lt
Lithuania
UAB ”TradeDoubler”
Phone: +370-5-236-01-76
Verkių str. 34
4 TradeDoubler tradedoubler.lt Fax: +370-5-278-47-64
LT-08221 Vilnius
Email: info.lt@tradedoubler.com
Lithuania
Egidijus Sirvydis
Director, UAB “Adnet”
What are the opportunities and obstacles for the online advertising market on
your local market?
Another important issue on the Lithuanian market is its low conversion rate,
i. e. a small ratio of the people having seen an advertisement or having visited
a site to find out something about goods, comparing to those people, who
have actually bought any product or service. However, the increasing number
of companies working in the e-commerce field and the rising popularity of
online payments should cause an increase in the conversion rate. This would
allow the participants of the online advertising market to achieve a better
response and obtain maximum benefits from advertising.
Dominating trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
Lots of small, specialized and even niche e-shops selling various goods
from ecological products to equipment for agriculture have appeared on
the market. However, many of them do not have support from investors,
therefore such projects often do not have money for advertising, they cannot
advertise themselves to a wider audience and after half a year of activity they
simply disappear quietly. However, there are many successful examples where
companies slowly become more popular and then find opportunities to invest
in advertising and expand their business successfully. Therefore, looking to the
future, the number of such small clients will grow and they will have a greater
impact on the online advertising market in Lithuania.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
The Lithuanian market and all three Baltic markets are too small for the global
players, therefore only some of them expressly develop their activity in these
countries. In most cases it comes naturally due to the worldwide popularity
of these players. One of the most important examples could be the duel of
one.lt and facebook.com. Facebook manages to attract an increasing number
of visitors without any specific strategies for the local market, while the
Lithuania’s most popular social network one.lt is unable to stop the decrease
in the number of users. However, even whilst being one of the most popular
webpages facebook.com does not actively participate in the advertising
market in Lithuania and has no significant effect on it. This often happens
with other international websites. Despite being popular, they are not actively
involved in the Lithuanian online advertising market. This explains why,
despite difficulties in fighting for the loyalty of users, there is no need for local
players to struggle with global giants for advertising budgets as of yet.
Market specifics
What makes your local online market unique? Are there any specifics that
make it different from others in the CEE region?
One of the unique features of the Lithuanian online advertising market is that
the discount rate has a strong influence on the market. However, it is possible
that the increasing number of advertisers on the internet and the shortage of
high-quality online advertising space will reduce the influence of discounts.
It should also be mentioned that affiliate marketing has not become popular
in Lithuania yet. One reason for this might be the above-mentioned low
conversion rate. However, it is hard to say whether affiliate marketing will
take a more significant chunk of online advertising marketing in such a small
market like Lithuania, even if the situation gets better.
Ričardas Baltaduonis
Managing Director, UAB “Lrytas”
What are the opportunities and obstacles for the online advertising market on
your local market?
When customers reduced their advertising budgets, the position and reaction
of online advertising market players were clear: more advertisements were
displayed, but less money was made. So why should customers spend more
money if they receive the same and can plan smaller budgets?
Dominating trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
Elvijus Gudžiūnas
Director, UAB “Epasas.lt“
What are the opportunities and obstacles for the online advertising market on
your local market?
Dominating trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
Quality has not fallen, but local online business is not moving to foreign
business because:
1. There are no large turnovers that might allow players to obtain a large
return on their investments
2. Larger local investment companies in the meantime:
a) make a greater profit investing in other business areas
b) do not have a lot of knowledge about the internet, therefore there is no
great willingness to invest.
1. MAINPLAYERS_157
1.1. Top10websitesbyreach_157
1.2. Top10websitesbyaveragetimespentperuser_158
1.3. Topportals_159
1.4. Social networks_161
1.5. Onlineclassifiedadsbyreach_162
1.6. Topfinancesitesbyreach_163
2. ONLINEAUDIENCE_164
3. TOOLS_166
3.1. Browsers_166
3.2. Operatingsystems_166
3.3. Search engines_167
3.4. Screen resolutions_167
3.5. Mobiledevices_167
4. BRANCHORGANIZATIONS_168
5. OPINIONSFROMTHEMARKET_169
157
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
2 onet.pl horizontal portal 12 364 940 3 416 046 567 276 05:51:42 70%
5 allegro.pl online auctions 10 831 038 5 198 862 613 480 04:51:33 61%
6 wp.pl horizontal portal 10 562 824 2 075 853 411 197 05:57:19 60%
9 interia.pl horizontal portal 8 341 410 916 745 046 110 03:02:10 47%
10 gazeta.pl horizontal portal 8 266 006 359 047 189 43 01:03:58 47%
Table 1 Top 10 websites in Poland by reach level (Megapanel PBI/Gemius, March 2010 ); the ranking includes both, audited and non-audited websites:
for non-audited websites, page views and time are not shown
The year 2009 was a time of many by their reach in March 2010 includes
significant changes within the ranking only selected domains, not the whole
of top 10 online players in Poland. groups of sites operating under the
The three leading positions, similarly wings of horizontal portals or online
to last year, are taken by the same publishers. In conjunction with this
strongest brands: Google, Onet.pl and change, the greatest loss has been
nk (Nasza-Klasa). These three websites suffered by O2, a local portal. Within
have not only maintained their market the ranking by reach for March 2010,
shares, but also strengthened their the o2.pl domain did not find its
reach, respectively: google.pl from place among the top 10 websites. O2
83% to 89% (in case of google.com it gained a little more than 4.7 million
was from 58% to 65%), onet.pl from real users, which gave it less than 27%
62% to 70% and nasza-klasa.pl, the reach among internet users in Poland.
star of last season, from 59% to 67%. The second loss has been noted by
one of the leading horizontal portals,
On the other hand, some players did Gazeta.pl, whose reach dropped by
not manage to stay on the course. It is 3 percentage points within last year.
extremely important to note, however, Fortunately, the loss is only a result of
that the most visible shifts within a general shake-up of market leaders.
the presented ranking of websites Gazeta.pl achieved a reach of 47% and
for Poland are caused by the update attracted almost 8.3 millions of real
of the Megapanel PBI/Gemius study users. Yet, it is clear to see that this
methodology. The ranking of websites result was not enough to retain its
Table 2 Top 10 websites in Poland by average time spent per user (Megapanel PBI/Gemius, March
2010); the ranking includes audited websites only
Table 3 Top 5 portals in Poland by reach level (Megapanel PBI/Gemius, March 2010); all websites
presented in the table are audited
Table 4 Top 5 social networking websites in Poland by reach level (Megapanel PBI/Gemius, March
2010); the ranking includes both, audited and non-audited websites: for non-audited websites,
page views and time are not shown
The Polish online social networking at this point, such a possibility seems
services market remains dominated by unlikely.
one, very strong player: nasza-klasa.pl.
The “Do You CEE” report for 2009 Third position in the ranking of social
describes the incredibly fast growth networking platforms in Poland is
of this website, which has conquered taken by chomikuj.pl. This service,
the local market not only effectively, operating within the Interia Group,
but also, apparently, permanently. In is another newcomer in the ranking,
March 2010, Nasza-Klasa, an online but not because it has just appeared
service based on the ’classmates’ on the market. Chomikuj.pl entered
formula, was visited by almost 12 the group of top social networking
million real users. This result gave it sites in Poland due to two facts. The
a reach of 67% and the position of first is that it has almost doubled its
unquestionable market leader, far reach among Polish internet users
ahead of its competitors. since March 2009 (from almost 13%
to 23%). The second fact is that this
However, 2009 was the year of the website evolved from a typical file-
emergence of another very serious sharing service (which it is often still
player, Facebook. The growth of the identified with) towards a particular
largest and best known global social kind of social networking service.
networking brand in Poland was not so The position of Chomikuj within the
spectacular, however during the last ranking of top social networking
15 months, it has managed to enter websites in Poland appears extremely
the group of top players and take strong. The player snapping at its
a strong second position. In March heels, mojageneracja.pl (run by the GG
2010, Facebook was visited by more Network – owner of the most popular
than 5 million Poles and it gained instant messaging system in Poland),
a reach level of 29%. The rapid growth attracted about 1.5 million real users
of this platform in Poland may lead less than chomikuj.pl in March 2010
to a situation where in the future the giving it a reach of 15%.
California-based player may well be
able to threaten Nasza-Klasa. However,
Table 5 Top 3 online classified ads in Poland by reach level (Megapanel PBI/Gemius, March 2010);
all websites presented in the table are audited
The most popular online classified Gratka.pl is also quite a mature brand,
ads service in Poland is otomoto.pl. present on the market since 2000.
It is a website run by otoMoto In March 2010 it gained a reach of
Sp. z o.o. from Poznań and it belongs 12%, which means that in this period
to the Allegro Group. OtoMoto is an it was visited by more than 2.2 million
‘automotive’ service dedicated to Polish internet users.
users who want to buy and sell a car
or motorcycle. In March 2010 In third place is gazetapraca.pl,
it attracted 4.3 million real users an online service which operates using
and gained a reach level of 24%. the ‘job board’ model. Gazetapraca.pl
is a part of Gazeta.pl Group, which
Second place in this ranking is gratka.pl, belongs to Agora SA, one of the most
a service run by the Polskapresse significant Polish publishers. The
Publishing Group. The main set of website contains information on job
categories of classified ads covered market and offers advice helpful for
on the website include: automotive, jobseekers. Gazetapraca.pl attracted
real estate, jobs and tourism, however more than 1.9 million real users in
gratka.pl offers a great deal more March 2010 gaining a reach of 11%.
than just this. It cooperates with
automotive companies, as well as
real estate and HR agencies. The
main portal deals with professional
advertisements, however it provides
a subservice (ale.gratka.pl), which is
a database of solely classified ads.
wp.pl (finance,
currencies, stocks,
1 pensions, financial 2 051 660 16 00:23:08 12%
passage, funds,
financial calculator)
money.pl
2 1 981 810 13 00:18:39 11%
(finance)
gazeta.pl
3 1 616 079 26 00:28:00 9%
(money, stocks)
Table 6 Top 3 finance sites in Poland by reach level (Megapanel PBI/Gemius, March 2010);
all websites presented in the table are audited
The top financial websites in Poland In 2009 this stock was taken by
are dominated by services provided another company owned by VGH,
by the largest horizontal portals. The Holtzbrinck Networks. The remaining
first position is held by wp.pl, whose 30% is owned by Arkadiusz Osiak,
service focuses on economic issues co-founder and president of money.pl.
related to finance. In March 2010 This seems like a good investment and
this service was visited by more than forward-moving company, especially
2 million real users. Such a large when Megapanel PBI/Gemius data is
audience gave the WP’s financial taken into account. According to the
section a reach of almost 12% and study, in March this year money.pl
the prime position in the ranking. The attracted almost 2 million Polish
third position in the ranking is taken internet users who constituted 11%
by a similar section of Gazeta.pl, which of the whole online population and
attracted over 1.6 million real users generated more than 25 million page
and gained a reach of 9%. As far as views.
financial subsections of portals are
concerned, another significant player Beyond the top 3 ranking, there
is the finance section of Onet.pl. are also such significant players
as eGospodarka.pl, bankier.pl or
However, the domination of gazetaprawna.pl.
horizontal portals is not total. The
second position is held by money.pl.
This vertical financial portal was
established in 2000 in Wrocław and
operates as an online magazine
devoted to financial and economic
issues. Since June 2009, the company’s
main shareholder has been the
German publishing house Handelsblatt
(70%), which belongs to the
Verlagsgruppe Georg von Holtzbrinck.
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Poland by share of page views generated by internet users who visit Polish
websites that are using gemiusTraffic (gemiusTraffic1Q 2007 – 1Q 2010)
Chart 2 Top operating systems in Poland by share of page views generated by internet users who visit
Polish websites that are using gemiusTraffic (gemiusTraffic1Q 2007 – 1Q 2010)
4. BRANCH ORGANIZATIONS
Piotr Kowalczyk
Deputy Director of Advertising Products, Onet.pl
What are the opportunities and obstacles for the online advertising market on your
local market?
As far as the Polish online market is concerned, the same issues can be described
both as obstacles and opportunities. For instance, online penetration and media
consumption in Poland is still relatively low, which obviously is an obstacle. On the
other hand, this means that there is a lot of space for growth, which is a great
opportunity. There is also space for improvement in general advertising processes,
which is often underestimated. However, it is one of the factors taken into account
by marketers when deciding whether to spend more money online or not.
Another obstacle is that also seen in other countries around the world: the lack
of confidence in the internet and everything that is online as a good branding
vehicle. This of course is a great opportunity for the online industry. All that needs
to be done is to provide enough evidence for online branding effectiveness.
Another important issue is the necessity to learn new ways of managing brand
communication by marketers and breaking the routine in media planning based on
many years of offline experience.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
Artur Waliszewski
Country Business Director, Google Poland
What are the opportunities and obstacles for the online advertising market on your
local market?
The small and medium-sized Polish businesses have greatly profited from the
internet: it provides access to cheap yet effective online advertising. On the other
hand, large players can also benefit from web-based video by strengthening its role.
The perspectives for further development of both these fields are great.
Are your local market players strong enough to compete with the global giants?
What advantages and strategies do they adopt in this battle?
Yes and no. An internet service is defined by three factors: technology, content and
community. The major competitive advantage of Polish online businesses over the
global players is the local content they feature, and in this respect they have the
edge on competitors. On the other hand, where technology starts to play a key
role, global players have the upper hand. Furthermore, communities contribute
an element of unpredictability to the market.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in future?
Market specifics
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
Joanna Gajewska
Communications Director, nk.pl
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
Local players are strong enough – this would be the simplest and probably
the most correct answer. Brands such as Allegro, GG or NK (former Nasza Klasa)
have shown that they are able to compete with global giants effectively (i.e. eBay,
MSN, FB). Some of these above-mentioned battles are already finished, some are
not, but basic strategies in case of Polish and foreign companies are pretty much
the same. These things that make the difference are: better understanding of the
local market, of its demanding customers and of client mood swings. These might
be our local advantages.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Since last two years, social networking projects have been the fastest-growing
part of the online industry. Not only the number of new SNS projects present on
our market is constantly growing, but also the number of people engaged in using
them. According to the development paths that these entities have chosen it is
reasonable suspicion that they will strengthen their positions.
The second strong trend is connected with marketing research run via the internet,
especially if it comes to qualitative ones. The potential on this market is still
untapped, but there are some prerequisites that let us assume that this situation
will not last long.
1. MAINPLAYERS_173
1.1. Top10websitesbynumberofuniqueclients_173
1.2. Top10websitesbyaudiencewithsocio-demographics_174
1.3. Top10websitesbyaveragetimespentperuniqueclient_176
1.4. Topportalsbynumberofuniqueclients_177
1.5. Topsocialnetworkingsitesbynumberofuniqueclients_178
1.6. Topfinancesitesbyreach_179
1.7. Topfinancewebsitesbynumberofuniqueclients_179
2. ONLINEAUDIENCE_180
3. TOOLS_182
3.1. Browsers_182
3.2. Operatingsystems_182
3.3. Search engines_183
3.4. Screen resolutions_183
3.5. Pageimpressionsperuniqueclientandaverageviewtimeperuniqueclient_184
4. BRANCHORGANIZATIONS_184
5. ADVERTISINGNETWORKS_186
6. OPINIONSFROMTHEMARKET_187
173
1. MAIN PLAYERS
1 hi5.com social network 4 617 621 2 336 670 870 506.0 12,657
8 acasa.ro portal/ search engine 1 673 830 12 184 065 7.2 493
9 bizoo.ro portal / search engine 1 672 231 21 157 708 12.6 664
Table 1 Top 10 websites in Romania by number of unique clients (SATI, by BRAT, Traffic measurement, March 2010)
1 hi5.com social network 1 919 000 435 025 000 36.9% 49.1% 50.9%
2 trilulilu.ro video sharing 602 000 10 884 000 11.6% 49.0% 51.0%
3 ejobs.ro job-board service 483 000 7 481 000 9.3% 53.6% 46.4%
8 realitatea.net general news 389 000 4 602 000 7.5% 46.6% 53.4%
10 stirileprotv.ro general news 350 000 2 898 000 6.7% 45.8% 54.2%
Table 2 Top 10 websites in Romania by audience (SATI, by BRAT, Audience measurement, September 2009 - February 2010, universe: 14-64 yo, urban,
internet users)
176
sports websites, gsp.ro and sport.ro, aged segment who have a high social
where men represent two-thirds of all status.
visitors.
The general news websites realitatea.
Hi5.com has the youngest audience net and stirileprotv.ro have similar
in the ranking, with almost 69% of its profiles, but realitatea.net more
visitors between 14 and 34 years old. often has visitors from the middle-
aged segment and the high social
The visitors of trilulilu.ro, ejobs.ro and status category. Stirileprotv.ro is more
forum.softpedia.com have a similar popular among younger people.
profile. They are young people in the
14-24 year-old segment. Ejobs.ro also
has a good affinity with the segment
of 25-34 year olds.
2 hi5.com social network 4 617 621 2 336 670 870 506.1 12,659
3 neogen.ro social network 1 019 772 217 752 324 213.5 9,001
Table 3 Top 10 websites in Romania by average time spent per unique client (SATI, by BRAT, Traffic measurement, March 2010)
Table 4 Top 5 portals in Romania by number of unique clients (SATI, by BRAT, Traffic measurement,
March 2010)
Table 5 Top 5 social networking sites in Romania by number of unique clients (SATI, by BRAT, Traffic
measurement, March 2010)
Romanian users are passionate into third place. One of the oldest
about social media, keen on social media brands in Romania,
communication, and they like to neogen.ro, is not only a dating
make friends and have fun. This platform, but also has the integrated
explains the tremendous success of services which include classifieds,
social networking sites in Romania. destinations, events, and games.
These websites are well represented
by both international (hi5.com and
netlog.com) and local brands (tpu.ro,
neogen.ro, mysport.ro).
Table 6 Top 5 online classified ads in Romania by number of unique clients (SATI by BRAT Traffic
measurement March 2010)
Table 7 Top 5 finance websites in Romania by number of unique clients (SATI by BRAT Traffic
measurement March 2010)
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Romania by share of visits made from each in total number of visits
(SATI, by BRAT, Traffic measurement, 2007 Q4 – 2010 H1)
Chart 2 Top operating systems in Romania by share of visits made from each in total number of visits
(SATI, by BRAT, Traffic measurement, 2007 Q4 – 2010 H1)
Chart 5 Page impressions and average time spent per user (unique client) in Romania (SATI, by BRAT,
Traffic measurement, September 2007 - June 2010) of visits (SATI, by BRAT, Traffic measurement,
2007 Q4 – 2010 H1)
4. BRANCH ORGANIZATIONS
www.rac.ro
5. ADVERTISING NETWORKS
Blv. Unirii nr. 19, bl. 4B, parter, Phone: +40 (0) 21-209-56-79
15 TradeAds tradeads.eu sector 5, Bucuresti, postal code: Fax: +40 (0) 21-209-56-79
040103 Email: office@tradeads.eu
Adina Vasilescu
New Media Publisher, Sanoma Hearst
What are the opportunities and obstacles for the online advertising market on
your local market?
There are still lots of opportunities for online services and transaction based
models in many segments of Romanian cyberspace. If we look at top 20 websites
in Romania there are a lot of brand extensions from print media, which are
mainly content websites making money from advertising. The Romanian web is
still in the 1.0 phase, with some exceptions. The main problem is that despite
a good internet penetration rate, online advertising spendings remain modest.
Advertisers need first to understand the nature of online projects, then they will
learn to trust the web and began to spend real money online.
Dominating trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
On the one hand, social media, communities and all forms of user-generated
content are growing in popularity. On the other hand, the future of e-commerce
is promising and this will be key for both user and advertiser behavior within the
next 3-5 years.
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
What makes your local online market unique? Are there any specifics that make
it different from others in the CEE region?
The Romanian online market cannot yet be termed fully ‘mature’ when
compared with other CEE countries and it stills lacks the necessary know-
how and vision. More entrepreneurs as well as experienced managers are
needed for this market to continue to develop. Fast and effective growth in
the online business most certainly lies in the future which means there are still
opportunities for investors in this market.
Alex Visa
Managing Partner, Hyperactive
What are the opportunities and obstacles for the online advertising market on
your local market?
The global economic downturn has slowed down the Romanian advertising
market as a whole, and this has also affected the internet advertising market.
Compared to other European markets, which registered a 10% increase
compared to the previous year, Romania had a 5% to 10% decrease in 2009
compared to 2008. Even with this decrease, the internet has declined less than
other types of media, and may be considered the ‘winner’ among media types.
The share of spend dedicated to digital media has grown rapidly over previous
years, and is still expected to grow in the upcoming years. For 2010 we estimate
a 5% budget share dedicated to online media. Even so, this is well below the
18% average of other European countries.
Dominating trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
The era of treating online products as ‘add-ons’ to any campaign has already
peaked, and the growing trend is to have campaigns revolving around an ‘online
anchored 360 concept’. More major brands have started to take online seriously
and to develop campaigns and communications strategies around a well
rounded, online anchored concept. Social media usage is also growing rapidly
and will continue to grow.
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
The situation is mixed in this matter. Medium- and small-sized local brands are,
in certain cases, more advanced than global giants. Nevertheless, global brands
are slower to start but faster to implement an integrated online anchored
campaign, and usually have larger budgets for such endeavors.
Laurentiu Pop
Deputy Managing Director, Httpool
What are the opportunities and obstacles for the online advertising market on
your local market?
However, there is still some work to be done until the internet reaches the level
of awareness and credibility that it has gained in western countries, and that can
only be achieved through constantly educating of all the stakeholders involved
about the benefits online advertising can bring.
Dominating trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
The trends on the local market are influenced by the global climate and
economic environment. The first trend is connected to the professionalization
of the market by requesting full reports, by optimizing campaigns as they run
and using all data available in order to become increasingly more efficient.
The second trend is highlighted by large global advertisers that are developing
branding campaigns in their fight to gain a market share in the times of the
recession.
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
Local players developed extremely well during the first years of the
implementation of the Romanian internet infrastructure so it is difficult for
global players access the main sectors such as Sports, Auto or Jobs. This is why
global players enter the Romanian market through the purchase of Romanian
players (for example, in the Jobs and Auto sectors). Of course, there are
exceptions in areas like E-mail or Search where the global players are too strong.
Market specifics
What makes your local online market unique? Are there any specifics that make
it different from others in the CEE region?
Cezar Paraschiv
Account Manager, Starcom Romania
Silviu Toma
Online Media Planner, Starcom Romania
What are the opportunities and obstacles for the online advertising market on
your local market?
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
In the past 3 years, specialists have claimed that mobile marketing is the ‘next
big thing’. However, experience has shown us that the mobile channel was and
continues to be poorly leveraged. This will change because of the smartphone
market boom. Smartphones are moving the internet to the streets. Once mobile
websites appear, mobile display advertising will explode.
Another local trend is the growing use of social media. Increasingly more clients
are moving from outbound marketing to inbound marketing.
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
Global giants have money, local players have flexibility. Global giants come with
a set of rules, and most of the time follow certain patterns when it comes to
online advertising. Local players can counterattack with intelligent projects that
can be cheap but extremely effective. After all, the internet is a medium which
offers a whole variety of possibilities.
Market specifics
What makes your local online market unique? Are there any specifics that make
it different from others in the CEE region?
The market still has many free niches for e-commerce or niches without a clear
leader in terms of volume of sales and brand perception (books, clothes,
vouchers etc). The volume of online transactions has doubled every year from
2004 to 2009.The best-selling products are from IT&C, fashion, entertainment,
tourism (plane tickets and package holidays). Hi5 is still the largest social
networking site in the country but Facebook is quickly growing (currently
1,500,000 users) and will probably overtake Hi5 (2,500,000 users) this year.
Twitter only has 30,000 users.
The Romanian market has more digital agencies than online success businesses.
There are several large investors like NCH and Naspers but they are only active
in online media and services like job sites or second hand car sites. There have
been no major investors in e-commerce and research so far.
1. MAINPLAYERS_193
1.1. Top10websitesbyreach_193
1.2. Top10websitesbyaveragetimespentperuser_194
1.3. Topportals_195
1.4. Social networks_196
1.5. Onlineclassifiedadsbyreach_197
1.6. Topfinancesitesbyreach_198
2. ONLINEAUDIENCE_198
3. TOOLS_200
3.1. Browsers_200
3.2. Operatingsystems_201
3.3. Search engines_201
3.4. Screen resolutions_201
3.5. Mobiledevices_202
4. BRANCHORGANIZATIONS_202
5. ADVERTISINGNETWORKS_203
6. OPINIONSFROMTHEMARKET_204
193
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 Yandex horizontal portal 33 990 064 6 157 314 817 181 05:36:42 83%
2 Mail horizontal portal 31 835 999 9 711 805 546 305 06:35:34 78%
3 vkontakte.ru social network 23 099 316 41 925 538 754 1815 17:11:46 56%
4 Google search engine 18 739 727 1 194 681 324 64 01:29:29 46%
5 odnoklassniki.ru social network 17 925 656 3 383 276 223 189 03:45:18 44%
6 wikipedia.org online encyclopedia 14 240 047 156 275 754 11 00:17:44 35%
7 Rambler horizontal portal 13 520 218 1 020 410 546 75 01:34:30 33%
Table 2 Top 10 websites in Russia by average time spent per user (gemiusAudience, March 2010)
The leaders among horizontal portals outside the domestic internet. The
are services that dominate the whole company also runs a horizontal portal
Russian online market: Yandex and providing a wide range of additional
Mail. The first was founded in 1997 services including maps, traffic
and evolved into the largest Russian information, images, a news and blog
search engine providing its users with search as well as a spam-free email.
a targeted web search and information
retrieval services as well as an option Yandex’s main rival is Mail.ru, the
of limiting searches only to websites former market leader, which after
Table 4 Top 5 social networks in Russia by reach level (gemiusAudience, March 2010)
Table 5 Top 3 online classified ads in Russia by reach level (gemiusAudience March 2010)
Table 6 Top 2 finance sites in Russia by reach level (gemiusAudience, March 2010)
The most popular finance service amounts to only 2%. Second place is
measured in the gemiusAudience taken by the quote.ru vertical portal
study is banki.ru. It was launched run by RBC, which has 1% of the
in 2005 and aimed to establish Russian online audience. However, its
a permanent dialogue between users are highly engaged in the site
banks and their customers. It began and devote an average of over 1 hour
as a regular forum but is now per user on this website monthly.
a ‘hotline’, where major Russian banks
communicate with their customers.
However, the service does not
attract a wide audience and its reach
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Russia by share of page views generated by internet users who visit Russian
websites using gemiusTraffic (gemiusTraffic study 1Q 2008 – 1Q 2010)
Chart 5 Top 5 mobile devices in Russia by the website-averaged percentage share of page views
generated by internet users from Russia, who visit Russian websites using gemiusTraffic
(gemiusTraffic, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
4. BRANCH ORGANIZATIONS
ROCIT ISDEF
www.rocit.ru www.isdef.ru
5. ADVERTISING NETWORKS
Phone: +7-495-956-90-07
2 Gamsonovsky sidestr., bldg.8,
1 Begun.ru begun.ru Fax: +7-495-956-90-07
Moscow, Russia
Email: pr@begun.ru
Phone: +7-495-739-70-00
16, Leo Tolstoy St., Moscow,
2 Yandex.ru yandex.ru Fax: +7-495-739-23-32
119021, Russia
Email: pr@yandex-team.ru
16, B.Monetnaya,
12 Kavanga kavanga.ru office center #1, office 17, Phone: +7-495-66-37-12
St. Petersburg, Russia
Andrey Sebrant
Product Marketing Director, Yandex
Dominating trends
What are the recent trends on your local online market? What areas are expected to
develop most in the future?
Video and SMM is on the rise, but are still small in volume. We can expect their
growth rates will be well above average for online advertising. More sophisticated
targeting will be used in traditional display and search advertising.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
Local players are extremely strong, their advantage is the large audience and large
customer base. Their products and technologies meet all expectations of the clients,
therefore clients remain loyal even if they use global services.
Market specifics
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
In all the market segments of internet services (search, mail, social networks), the
local players are more popular than the global ones. Long term trends do not show
any great successes of the global players when competing with the local ones. The
Russian market is therefore much more self-sufficient than other markets, despite
the fact that it is open to international competition.
Alexander Kim
Head of Interaction for Group M Russia
What are the opportunities and obstacles for the Russian online advertising market?
Are your local market players strong enough to compete with the global giants?
What advantages and strategies do they have in this battle?
Local Russian sites are holding their top positions and seem strongly resistant to
the global challenge that is coming from Facebook, Google, Yahoo, MSN, etc. There
is a significant market question if global sites can realistically aspire to leadership
in Russia in such areas as search and social. Some local players are inclined to
believe this scenario could eventually happen but not in the short term, and that
it would require a long and “exhausting war”, where the final winner will finally
be determined by the online consumer. To earn a position on the market, these
global players will have to innovate and adapt, thus helping to shape and drive
a developing interaction media scene. So as we look ahead, we see no slowdown in
the pace of innovation of mobile, of ad networks, on-line video, devices, platforms,
applications or the myriad of other applications of data.
1. MAINPLAYERS_207
1.1. Top10websitesbyreach_207
1.2. Top10websitesbyaveragetimespentperuser_208
1.3. Topportals_209
1.4. Social networks_210
1.5. Onlineclassifiedadsbyreach_211
1.6. Topfinancesitesbyreach_211
2. ONLINEAUDIENCE_212
3. TOOLS_214
3.1. Browsers_214
3.2. Operatingsystems_214
3.3. Search engines_215
3.4. Screen resolutions_215
3.5. Mobiledevices_215
4. BRANCHORGANIZATIONS_216
5. ADVERTISINGNETWORKS_216
6. OPINIONSFROMTHEMARKET_217
207
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 azet.sk horizontal portal 1 541 206 1 462 631 868 949 12:40:31 67%
2 zoznam.sk horizontal portal 1 384 194 161 269 044 117 02:04:26 60%
7 centrum.sk horizontal portal 746 336 95 415 370 128 02:21:04 32%
Table 1 Top 10 websites in Slovakia by reach level (AIMmonitor - AIM - Mediaresearch & Gemius, March 2010)
The Slovak internet market remained and keeps a constant (5-6 percentage
stable last year and there was no new points) distance over Zoznam.
entry in the top ten ranking by reach.
Like last year, this market is dominated Sme.sk, the largest news portal in
by horizontal portals and news Slovakia has recently developed by the
services. No other category is present largest margin. Compared to March
among the ten most popular websites. 2009, its reach grew by 4 percentage
points and since January 2010 it
The two unquestionable leaders on remains in third position in the reach
the Slovak market are found in the ranking. Sme.sk is an online version
horizontal portal category. Like last of the influential daily newspaper in
year, first place was taken by Azet. Slovakia run by the Pettit Press a.s
However, its share decreased by publishing house which belongs to the
1 percentage point compared to March Rheinische Post Media Group.
2009. Second place is taken by Zoznam,
which belongs to Slovak Telekom a.s. One of SME’s strongest rivals is the
The portal used to lead the market offline Pravda, which also has an
but after being overtaken by its main online version that significantly grew
rival, Azet, it has never regained in size within the last year. Although
first place. Moreover, its reach has not as dynamic as in the case of
decreased by 2 percentage points year sme.sk, Pravda’s reach has increased
on year. Azet.sk, after defeating its by 2 percentage points compared to
rival, systematically leads the market last year.
horizontal
1 azet.sk 1 541 206 949 12:40:31 67%
portal
horizontal
2 centrum.sk 746 336 128 02:21:04 32%
portal
horizontal
3 zoznam.sk 1 384 194 117 02:04:26 60%
portal
horizontal
5 sme.sk 1 221 599 57 01:29:52 53%
portal
Table 2 Top 10 websites in Slovakia by average time spent per user (AIMmonitor - AIM -
Mediaresearch & Gemius, March 2010)
Table 3 Top 5 portals in Slovakia by reach level (AIMmonitor - AIM - Mediaresearch & Gemius,
March 2010)
sme.sk|
2 Citatelsky obsah| 429 204 11 00:19:52 19%
blog.sme.sk
etrend.sk|
5 55 327 5 00:07:39 2%
blogy.etrend.sk
Table 4 Top 5 social networking websites in Slovakia by reach level (AIMmonitor - AIM -
Mediaresearch & Gemius, March 2010)
Table 5 Top 3 online classified ads in Slovakia by reach level (AIMmonitor - AIM -
Mediaresearch & Gemius, March 2010)
oPeniazoch.
2 145 604 11 00:17:18 6%
zoznam.sk
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Slovakia by share of page views generated by internet users who visit Slova-
kian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 2 Top operating systems in Slovakia by share of page views generated by internet users who
visit Slovakian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 5 Top 5 mobile devices in Slovakia by the website-averaged percentage share of page
views generated by internet users form Slovakia who visit Slovakian websites using gemiusTraffic
(gemiusTraffic, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
4. BRANCH ORGANIZATIONS
5. ADVERTISING NETWORKS
Peter Štencl
Kutuzovova 11,
1 Sitelement sitelement.sk Phone: +421-903-259-260
831 03 Bratislava
Email: peter.stencl@silelement.sk
Phone: +421-2-321-990-45
Vlárska 48/a,
2 web2media web2media.sk Fax: +421-2-207-189-15
831 01 Bratislava
Email: info@web2media.sk
What are the opportunities and obstacles for the online advertising market on
your local market?
There are plenty of opportunities on the Slovakian local market. The most
common type of advertisement is the banner ad. We have also noticed intext
and invideo ads coming onto this market. Another opportunity is predictive
behavioral targeting of all types of ad formats. An obstacle is outsourced
technology, which is relatively expensive.
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
battle?
Local players are strong. Solely Slovakian local players are the largest media
representatives in Slovakia competing with foreign companies.
The opportunity is that foreign companies have is their experience from other
markets, verified technologies and larger budgets to invest in Slovakia. On the
other hand, they cannot orientate themselves on the market as well as local
companies.
1. MAINPLAYERS_219
1.1. Top10websitesbyreach_219
1.2. Top10websitesbyaveragetimespentperuser_220
1.3. Topportals_221
1.4. Social networks_222
1.5. Onlineclassifiedadsbyreach_222
2. ONLINEAUDIENCE_223
3. TOOLS_225
3.1. Browsers_225
3.2. Operatingsystems_226
3.3. Search engines_226
3.4. Screen resolutions_227
3.5. Mobiledevices_227
4. BRANCHORGANIZATIONS_228
5. ADVERTISINGNETWORKS_228
6. OPINIONSFROMTHEMARKET_228
219
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 24ur.com horizontal portal 658 705 110 611 008 168 06:27:22 55%
2 najdi.si search engine / horizontal portal 520 112 55 735 868 107 02:48:59 44%
3 siol.net horizontal portal 490 572 48 987 905 100 03:01:28 41%
5 bolha.com classified ads / auctions 421 330 39 017 842 93 00:56:09 35%
7 zurnal24.si horizontal portal 320 472 33 109 562 103 01:45:46 27%
8 avto.net classified ads 318 230 97 440 460 306 02:58:12 27%
10 sl.netlog.com social network 258 208 38 028 693 147 02:22:54 22%
Table 1 Top 10 websites in Slovenia by reach level (Gemius/Valicon, gemiusAudience MOSS, March 2010)
Table 2 Top 10 websites in Slovenia by average time spent per user (Gemius/Valicon,
gemiusAudience MOSS, March 2010)
Table 4 Top 3 local social networking websites in Slovenia by reach level (Gemius/Valicon,
gemiusAudience MOSS, March 2010)
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Slovenia by share of page views generated by internet users who visit Slove-
nian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010)
Chart 2 Top operating systems in Slovenia by share of page views generated by internet users who
visit Slovenian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010)
Like in other CEE markets, the leader Like in other CEE markets, the most
among operating systems in Slovenia is popular search engine in Slovenia
Windows XP. After the first quarter of is Google. After the first quarter of
2010 its share of the market, as studied 2010 its share accounted for 87% of
by gemiusTraffic, constituted 70%. the market and its popularity is still
However, over the last two years its growing. The second player on the
share has decreased by 20 percentage Slovenian market is najdi.si, a local
points. The second player on the search engine, which popularity has
market, Windows Vista, has already been declining over the past few years
started to lose popularity and will most and after the first quarter of 2010 had
probably no longer be able to keep its a market share of only 12% (after the
position in the ranking. The newcomer first quarter of 2007 it was 33%).
on the operating systems market,
Windows 7, managed to gain over 13%
of the market in less than a year.
Chart 3 Top search engines in Slovenia by share of visits made by internet users who visit Slovenian
websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010)
4. BRANCH ORGANIZATIONS
5. ADVERTISING NETWORKS
Radoš Skrt
Internet Project Director, Studio Moderna
What are the opportunities and obstacles for the online advertising market on your
local market?
Several years ago having a presence on the internet was a must for all companies
and now if the company cannot be found among the first hits given in a search
engine, we could say that it virtually doesn’t exist. The fact is that internet users
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Those companies which want to be successful will have to find or carve out a place
on the market. This means that they will have to choose the appropriate (target)
media to be highlighted, and that they should be able to attract the attention of
internet users with creative solutions and innovative approaches. It is more than
evident that the phenomenon of social media companies will not be able to avoid
two-way communication with customers (this is a necessity in this day and age)
and that they should also encourage interaction with customers.
The inclusion of both parties (advertisers and users), taking into account their
desires and needs as well as collecting databases and their efficient usage, will
most certainly be crucial factors and the main key to success in the near future.
1. MAINPLAYERS_231
1.1. Top10websitesbyreach_231
1.2. Top10websitesbyaveragetimespentperuser_233
1.3. Topportals_234
1.4. Social networks_235
1.5. Onlineclassifiedadsbyreach_236
1.6. Topfinancesitesbyreach_236
2. ONLINEAUDIENCE_237
3. TOOLS_239
3.1. Browsers_239
3.2. Operatingsystems_240
3.3. Search engines_240
3.4. Screen resolutions_241
3.5. Mobiledevices_241
4. BRANCHORGANIZATIONS_242
5. ADVERTISINGNETWORKS_243
6. OPINIONSFROMTHEMARKET_243
231
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 blogcu.com blogging platform 10 110 262 113 287 594 11 00:13:52 43%
2 mynet.com horizontal portal 8 325 109 1 455 728 525 175 02:01:10 36%
3 izlesene.com video hosting 8 305 237 269 004 160 32 00:45:47 36%
4 ekolay.net horizontal portal 7 173 983 315 354 463 44 01:04:30 31%
5 hurriyet.com.tr news service 6 844 277 864 751 686 126 01:57:09 29%
6 milliyet.com.tr news service 6 207 491 714 288 388 115 02:21:51 27%
literary service /
7 antoloji.com 3 725 207 27 801 789 7 00:06:50 16%
online bookstore
8 kraloyun.com casual games platform 3 652 623 177 785 406 49 01:05:08 16%
10 sabah.com.tr news service 3 125 297 170 728 985 55 00:47:05 13%
Table 1 Top 10 websites in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Internet Audience Measurement, March 2010)
Given the large size of the Turkish Over half of the websites included
online market, the major internet in the ranking of the top 10 major
players in this country have relatively players on the market by reach are
large audiences. Among the websites portals and news services. The most
participating the IAB Turkey’s popular horizontal portal, mynet.com,
Internet Audience Measurement came second in March 2010 with
conducted by Gemius and Ipsos, a reach of 36% and an audience of
the most popular one is blogcu.com, over 8 million real users. Mynet.com
a blogging platform created by Nokta, operates based on a horizontal
a company established in 2002, platform model, as does ekolay.net
which operates both in Turkey and (4th place in the ranking with a reach
the United States. Nokta specializes of 31%). Significant positions on the
in search services and search- market are also held by four popular
based advertising solutions. Web and well developed news services:
2.0 projects are its latest area of hurriyet.com.tr (5th place with
business. According to IAB Turkey’s 29% reach in March 2010),
Internet Audience Measurement milliyet.com.tr (6th place with 27%
conducted by Gemius and Ipsos, in reach), haberler.com (9th place with
March 2010 blogcu.com attracted 15% reach) and sabah.com.tr (10th
over 10 million real users, thereby place with 13% reach during the
gaining a market reach of 43%. same period).
Table 2 Top 10 websites in Turkey by average time spent per user (Gemius SA / Ipsos KMG:
IAB Turkey’s Internet Audience Measurement, March 2010)
If we look at the Turkish online 6.5 hours on the website. During the
market from the perspective of time same period a similar result (almost
spent per average internet user on 6 hours 22 minutes average time per
each website, the ranking of the user) was obtained by 80630.com,
most significant websites takes on which is an exclusive social networking
a completely different perspective platform (not accessible for non-
and the dominant roles are not played registered users) similar to Facebook.
(unlike in many markets) by the largest
players. Even such an engaging service Majority of the most engaging
as izlesene.com (the local YouTube websites in Turkey keep their users
equivalent) with almost 46 minutes active for 2-4 hours. Among them,
average time spent per user does not one can find such websites as a news
find its place among the most time- aggregator (gazeteoku.com), gaming
consuming websites in Turkey. In turn, platforms (pexu.com and gamyun.net),
first place in the presented ranking a social networking service (siberalem.
is held by one of the less popular com) or a sport news service
websites, webgazete.net, an online (mackolik.com). The most ‘addictive’
newspaper service run by Aktif Haber websites in Turkey include three
Yayın Grubu. According to IAB Turkey’s portals, both horizontal and news-
Internet Audience Measurement based. The 6th ranking position of top
conducted by Gemius and Ipsos, it 10 websites by average time spent
gained barely 0.01% of reach among per user is held by milliyet.com.tr. The
all internet users in March 2010, but whole list was propped up by the most
at the same time its average visitor popular horizontal portal and most
(there were 2,400) spent more than popular news service, mentioned in
Table 3 The two most popular portals in Turkey by reach level (Gemius SA / Ipsos KMG:
IAB Turkey’s Internet Audience Measurement, March 2010)
The Turkish online market is filled with this website also figures highly in
many well developed news services international rankings for the whole
and internet equivalents of traditional region.
newspapers which, from a practical
point of view, often play the role The second most popular portal
of horizontal services. Despite this participating in IAB Turkey’s Internet
fact, among the top 10 most popular Audience Measurement conducted
websites participating in IAB Turkey’s by Gemius and Ipsos is ekolay.net.
Internet Audience Measurement Its monthly audience oscillates around
conducted by Gemius and Ipsos, there 7.2 million real users. Ekolay.net is run
are only two pure horizontal portals: by Doğan Elektronik İçerik Tasarım
mynet.com and ekolay.net. Hizmetleri ve Yayıncılık A.Ş., a part of
Doğan Şirketler Grubu Holding A.Ş.
According to the results of the above- (Doğan Holding Group of Companies
mentioned study for March 2010, the Inc) founded in 1980 in Istanbul. Doğan
leading horizontal portal in Turkey was Holding is a large organization that
at the same time the second most invests not only in media, but also
popular website on the market with in energy, finance and tourism.
36% reach among all internet users. The company owns many significant
Mynet.com is run by the company of Turkish newspapers which, incidentally,
the same name. It was established in have their own online versions,
1999 by Emre Kurttepeli. Presently, for instance hurriyet.com.tr and
it is a private company employing milliyet.com.tr. Ekolay is one of the
approximately 250 specialists, mainly company’s most popular websites,
engineers. The mynet.com portal is which in March 2010 had a reach
not only a very successful project as of 31%.
regards the Turkish market, but also
because considering the size of the
local internet in this country, which
ensures that it has a constant monthly
audience of over 8 million real users,
Table 4 Top 5 social networks in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Inter-
net Audience Measurement, March 2010)
Table 5 Top 3 online classified ads in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s
Internet Audience Measurement, March 2010)
finans.mynet.
1 1 090 039 24 00:30:46 5%
com
bigpara.ekolay.
2 505 713 58 03:11:38 2%
net
3 doviz.com 464 460 9 00:57:25 2%
Table 6 Top 3 finance sites in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Internet
Audience Measurement, March 2010)
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Turkey by share of page views generated by Internet users who visit Turkish
websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 2 Top operating systems in Turkey by share of page views generated by Internet users who visit
Turkish websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 3 Top search engines in Turkey by share of visits generated by Internet users who visit Turkish
websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 5 Top 5 mobile devices in Turkey by the website-averaged percentage share of page
views generated by internet users form Turkey who visit Turkish websites using gemiusTraffic
(gemiusTraffic, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
4. BRANCH ORGANIZATIONS
www.iab-turkiye.org www.iptv-der.org
5. ADVERTISING NETWORKS
Orkun Tekin
Chairman, reklamz.com, semtr.com, linkz.net, fizy.com
What are the opportunities and obstacles for online advertising on your local
market?
We can observe many opportunities for the online advertising market in Turkey.
This is mainly because of the rapid growth of internet advertising spending since
The greatest opportunity in the Turkish online internet advertising sector is its
tendency to bring together all advertising means under one digital platform. All
offline advertising products are becoming more digitalized every day. Publications
are becoming internet advertorials, TV content is becoming digital video
broadcasts, audio products, and radio broadcasts are being digitalized. On the flip
side, there is a gap in education and the experience of human resources who are
employed both in media planning agencies and in the advertising departments
of major brands. This causes problems in understanding the effectiveness,
advantages and new trends by both agencies and brands.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
We can observe three main periods in the trends on the Turkish market. Prior
to 2007, an era of standard banner display based on impressions was evident.
Following this, in 2008, there was an era of rich and interactive media products
as well as performance advertising. From 2009 agencies have tended to focus on
special projects capturing users beyond base advertising means.
When we look at the first quarter of 2010 such special projects have continued to
grow. Brands are interested in unique, interactive ideas connecting them to their
target audience. Also, advertisers’ concerns have switched from basic banner
display to seeing beyond performance. Display to diversion and from diversion
to conversion has gained major importance. The urge of advertisers to take ROI
measures into account has forced Ad networks to include performance targets into
their calculations. CPX ad models become more and more economically feasible
thus creating a necessity in the evolving Turkish internet usage practices.
In general, there are 3 main trends that drive the internet advertising sector.
The first of them is video advertising. Brands see video advertising to be an
effective way to reach their target audience as a result of usage in TV advertising
habits. Every day, increasingly more people watch video content on the internet.
Video content is more valuable on digital platforms since it is more precisely
measurable, it is easier to segment the audience and also report outcomes
in terms of ROI. Digital video content (which is different from TV advertising)
is interactive and continues to capture the target audience even after video
content is presented. Through clickable video content, users are diverted to the
advertiser’s website to continue interacting with the brand.
Another trend is mobile advertising. With the launch of smart phones and more
advanced mobile devices capable of high speed internet connection, internet
users have started to use the mobile internet in their everyday life. Today there are
11.4 million 3G users in Turkey. Therefore, display budgets in the ‘mobile’ category
have reached to $150,000 per month. What is more, several mobile agencies are
trying to expand this market. Reklamz launched a new set of products under a new
company called “MobileZ“ to respond to this demand.
Regarding the future, it should be said that trendy products in the video, social
media and mobile categories will continue to grow, as they will become the new
hot spots in information sharing. Most importantly, digital advertising is becoming
increasingly more independent of offline advertising with its own methodology,
vision and technology.
In general, products that are structured on the basis of audience targeting will
continue to grow. Identifying, capturing, tracking and interacting with the target
audience and the technological capabilities thereof will be a necessity rather than
a demand in the upcoming years.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
The strongest global players are Facebook and MSN. Dailymotion is another media
giant that has entered the Turkish market. All these publishers supply specific
content, which competes and, in most cases, dominates the fields they enter. Their
edge usually lies in the technology they use and the new methodologies that are
extremely well constructed and tailored to the audience. Their products are well
designed as a result of well-evolved user segmentation abroad.
1. MAINPLAYERS_247
1.1. Top10websitesbyreach_247
1.2. Top10websitesbyaveragetimespentperuser_248
1.3. Topportals_249
1.4. Social networks_250
1.5. Onlineclassifiedadsbyreach_251
1.6. Topfinancesitesbyreach_252
2. ONLINEAUDIENCE_252
3. TOOLS_254
3.1. Browsers_254
3.2. Operatingsystems_255
3.3. Search engines_255
3.4. Screen resolutions_255
3.5. Mobiledevices_256
4. BRANCHORGANIZATIONS_257
5. OPINIONSFROMTHEMARKET_258
247
1. MAIN PLAYERS
WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER REACH
USERS VIEWS USER USER
1 mail.ru horizontal portal 5 170 428 804 602 875 156 03:56:17 58%
2 yandex.ua (*) horizontal portal 4 350 184 365 007 925 84 03:52:58 49%
5 i.ua horizontal portal 2 341 812 119 043 456 51 01:02:53 26%
In March 2010 the ranking of the most is no Ukrainian language version, but (*) In
March 2010 on the Ukrainian market the
node yandex.ua consisted of the portals’ main
popular websites by reach in Ukraine as with the horizontal portals, the page and search page only.
was dominated by horizontal portals. Russian version is popular among
They occupied 7 out of the top 10 internet users in Ukraine. Yet its
places and together generated almost popularity, in comparison to March
1.5 billion page views. Mail.ru 2009, fell by 2 percentage points.
(58%) and yandex.ua (49%) are the
leaders on the Ukrainian online The 7th ranking position was occupied
market. What is interesting is that by bigmir.net, a horizontal portal
they both originate from Russia. Other owned by the number one media
popular horizontal portals among holding in Ukraine, KP Media. It
the Ukrainian online population are offers services typical for this kind of
meta.ua with a reach of 29%, i.ua with site, i.e. news, a mail service, blogs,
26% and tochka.net with 20%. They photo and video sections as well as
are described in detail in the table 1.3 a dating service. In March 2010 it
Top portals. gained a reach level of 19% (it has
lost 4 percentage points of its reach
One of the non-portal sites in level over the last twelve months)
the gemiusAudience ranking was and has only a slightly advantage
marketgid.com. In March 2010 its over gismeteo.ua, which is a popular
reach amounted to 36%. It is an weather portal that belongs to
e-shop catalogue operating in Russia, the Russian company Map Maker
Germany, Poland and Romania. There (www.mapmakers.ru). It ranked eighth
The last two positions in the ranking In March 2010 online.ua had over
belonged to a news aggregator, 1.4 million real users. The portal
redtram.com.ua (17%) and another includes such services as mail, a search
horizontal portal, online.ua (16%). The engine, a catalogue of websites,
first enables its users to find the latest an online TV schedule amongst others.
news they are interested in thanks to It is slowly gaining popularity and
a variety of searching criteria available. compared to March 2009 its level of
Moreover, redtram.com aggregates reach increased by 1 percentage point.
Table 2 Top 10 websites in Ukraine by average time spent per user (gemiusAudience, March 2010)
The sites included in the top 10 In March 2010 second and third
ranking by average time spent positions were occupied by Russian
per user, on the basis of the horizontal portals mail.ru (3 hours and
gemiusAudience study from March 56 minutes) and yandex.ua (3 hours
2010, are diversified in terms of site 53 minutes). They are both successful
categories. The leader with 4 hours in Ukraine.
17 minutes was football.ua, a sports
portal dedicated to football fans. Its Connect.ua is a local social network
owner is Ukrainian Media Holding, whose popularity is on the decline. In
whose portfolio of internet projects March 2010 its reach level amounted
also includes the news portals kp.ua to 3%, yet, in terms of average time
and focus.ua as well as dengi.ua, spent per user it ranked fourth with
a business and finance service. a result of 2 hours 27 minutes.
Horizontal portals are very popular Ukrainian office was opened in 2008, it
among Ukrainians. According to the did not become very active until 2009,
gemiusAudience study from March when the head of the Ukrainian office
2010, the leader, with a reach level changed. Mail.ru has from that point
of 58%, was mail.ru. It is a Russian- been taking an ever larger proportion
based horizontal portal, once a free of the market.
email service that evolved into one
of the biggest players on the post- Second place was occupied by
Soviet online markets. Although the yandex.ua, another Russian-based
The only local social network in mean that Ukrainians are not fond
Ukraine worth mentioning is of social networking services. Two
connect.ua. According to the Russian social networking websites
gemiusAudience study, in March are quite popular: vkontakte.ru
2010 its reach level amounted to and odnoklassniki.ru. Due to the
3%, 2 percentage points less than a shared history of both countries as
year before. However, this does not well as tight business and cultural
Table 5 Top 3 online classified ads in Ukraine by reach level (gemiusAudience, March 2010)
The leader in the top 3 online with practically the same scope of
classified ads in Ukraine by reach services.
ranking was, in March 2010,
ua.all-biz.info with a reach level of The ranking was propped up by
13%. It is a business directory for ria.ua with an 11% reach. It contains
companies, which provides free free offers classified into three main
profile registration and paid profiles categories: automotive, real estate
with more advanced options. and job announcements.
Moreover, it allows its users to The service belongs to Aukro
upload their price lists, announce (Allegro Group), which during
tenders and helps to find contractors 2008-2009 bought most of
or business partners. This Ukrainian the largest online auctions,
site has mirrors in several other e-commerce websites, free
countries, including Russia, Poland, classified websites and industrial
Moldova, Kazakhstan, Spain and catalogues.
Turkey.
Table 6 Top 3 finance sites in Ukraine by reach level (gemiusAudience, March 2010)
2. ONLINE AUDIENCE
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Ukraine by share of page views generated by internet users who visit Ukrai-
nian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
3.2. Operating systems Chart 2 Top operating systems in Ukraine by share of page views generated by internet users who
visit Ukrainian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 3 Top search engines in Ukraine by share of visits made by internet users who visit Ukrainian
3.3. Search engines
websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)
Chart 5 Top 5 mobile devices in Ukraine by the website-averaged percentage share of page views
generated by internet users from Ukraine, who visit Ukrainian websites using gemiusTraffic
(gemiusTraffic, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
4. BRANCH ORGANIZATIONS
Association of Participants of
Electronic Business of Ukraine
http://uelbu.org/
Dmytro Sholomko
Director of Google Ukraine
What are the opportunities and obstacles for the online advertising market on your
local market?
Ukraine is one of the fastest growing online markets in Europe; there are still many
opportunities for everyone involved in online business. Services, even basic ones,
are not yet professionally developed, so there is much room for growth. However,
there are many obstacles: first of all, there is the lack of e-commerce mechanisms
on the market (like payment solutions) and also an absence of support from the
government on the legislative level.
Dominating trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
E-commerce projects and SMBs are segments that are growing fastest in the
online advertising market in Ukraine. There are no signs that the pace of growth
will fall in the nearest future.
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this battle?
There are no strong local players on the market, growth is mostly driven by
international companies and foreign investment.
Market specifics
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
Ukraine is a bilingual market, with both Ukrainian and Russian languages freely
used in online activities (with Ukrainian usage growing slightly faster). The market
is also influenced by different trends:
• in content, Ukrainian users spend much time on Russian websites, while
• in business practices, they follow the Polish model, with Polish companies
being one of the top market players developing e-commerce in Ukraine.
Sergey Petrenko
General Director of Yandex.Ukraine
What are the opportunities and obstacles for the online advertising market on your
local market?
The online market in Ukraine is still not fully developed and small. According to
the assumptions of the Ukrainian Advertising Coalition (UAC), the share of online
advertising will account for 3.4% of total adspends in Ukraine. However, at the
same time, online ads are growing faster than other media in Ukraine: a 58%
increase in 2009 vs. 2010. In 2010, the UAC expects 230 million hryvnas to be
spent on online advertising, where 130 million will be spent on display ads and
100 million on context and classifieds advertising. In general, the online market in
Ukraine is developing, and increasingly more key advertisers use the internet as an
important and efficient media channel.
Market specifics
What makes your local online market unique? Are there any specifics that make it
different from others in the CEE region?
METHODOLOGICAL NOTE
DATA SOURCES
The general market descriptions provided in the report are based upon data
acquired by the gemiusAudience study. For each country, reach rankings of the
top ten websites included in this study are presented. Additional statistics from
gemiusAudience study further enrich the information in the rankings. Romania
constitutes the only exception, where the ranking according to SATI, by BRAT
Traffic measurement was presented.
Romania SATI, by BRAT Traffic measurement March 2010 over 300 14-64
Another type of data presented in the report originates from gemiusTraffic. This
concerns information on browsers, operating systems, search engines, screen
resolutions and mobile devices. Data for web browsers and operating systems
of low popularity is aggregated in groups consisting of all versions of a particular
browser or operating system.
The description of each market was supported with the experience and knowledge
of Gemius local representatives present in each of the countries included in the
report.
Data on the overall number of internet users presented at the beginning of each
country chapter is for March 2010. Further reference can be found below Charts
1,2 and 3 in Online Landscape chapter.
ABOUT gemiusAudience
Gemius sets the standard for online audience and internet application
measurement (gemiusAudience) in almost half of all European countries.
The gemiusAudience study integrates offline research, site-centric measurement,
on-site questionnaire surveying and user-centric measurement to provide media
sellers, planners and buyers with online media planning data. The data is provided
once per month, reporting on a weekly or monthly basis.
The cookie files are recorded for a user upon a first page view generated in
a measured month. The files present data for cookies that have been ascribed
to a particular country until the end of the month. Panellists who are enrolled
in a software panel (where such is available, i.e. Hungary, Poland and Russia),
are recruited from a particular country only, based on their geolocation details.
More information on this study can be found on www.gemius.com and
www.audience.gemius.pl.
ABOUT gemiusTraffic
The gemiusTraffic study provides information on internet users’ web site behaviour
and technical characteristics of their computers. The data is gathered with the use
of counting scripts, which are embedded in the code of sites included in the study.
For more information go to www.gemius.com and www.rankingcee.com websites.
Rankings concerning web browsers, operating systems and screen resolutions are
based on the number of page views generated on the monitored sites. For each
browser, operating system and screen resolution we calculate the total number of
page views on all sites, so that we can obtain the percentage share of page views
from this browser, operating system and screen resolution relative to all page views
identified in the study.
Search engine ranking is calculated using the percentage of visits made from search
engines on a given country’s sites included in gemiusTraffic. An average from the
percentage of visits made on the measured websites is calculated for each search
engine. The outcome is the position a search engine takes in the ranking.
A ranking of mobile devices that are used by persons connecting from Poland
with Polish web sites. The ranking is created on the basis of the website-averaged
percentage share of page views on sites participating in gemiusTraffic.
GLOSSARY
Real users – the number of individuals in a given month who visited a selected [1]
The conditions of choosing players presented
in section devoted to portals may vary slightly
web site at least once. This number represents the reach of a researched website depending on the official categorization
and shows the actual number of people – not computers or cookies, which are implemented in gemiusAudience study in given
country as well as on the market standards.
often understand as visitors – that visited the web site. The socio-demographic
profile of these people can be determined too. [2]The conditions of choosing players presented
in the section devoted to social-networking
services may vary slightly depending on
Page View – loading of a WWW document of a given internet web site. When the official categorization implemented in
an internet user views a web page, this generates a page view. The page view is gemiusAudience study in given country as well
as on the market standards.
recorded through a special tracking script that has been placed in the code of
the relevant web page.
Average Time Spent per Real User – the total time spent by the average real user
from the given target group on the selected web site or web sites.
Average Number of Page Views per Real User – the number of page views on
the selected web site generated by the average Visitor from the given target group
within a given time period.
Horizontal portal [1] – an internet portal site (not a group of owners) offering
a broad range of publisher generated content and services. Essentially, a horizontal
portal contains information and links to websites featuring diverse subjects,
contrary to a vertical portal, which is focused on a particular topic. Moreover,
a horizontal portal should provide access to an email service, as well as community
features such as: a forum, chat or social networking tools. The term “portal”
as used in the report, refers to the horizontal portal.
ABOUT GEMIUS
ABOUT IAB
IAB Europe exists to support and promote the growth of the European digital
and interactive marketing industry.
The member countries are Austria, Belgium, Croatia, Denmark, Finland, France,
Germany, Greece, Hungary, Italy, Netherlands, Norway, Poland, Portugal, Romania,
Russia, Slovenia, Spain, Sweden, Switzerland, Turkey and the UK. Our corporate
members include Adobe, Alcatel-Lucent, BBC.com, comScore Europe,
Ernst & Young, Fox Interactive Media, Gemius, Goldbach Media Group, Google,
Hi-Media-AdLink, InSites Consulting, Koan, Microsoft Europe, Netlog, News
Corporation, Nugg.ad, Nielsen Online, Orange Advertising Network, Publicitas
Europe, Sonnenschein, Truvo, Turner/CNN and United Internet Media and zanox.
SATI Methodology
The methodology used for SATI was chosen by BRAT and belongs to the German
company Spring GmbH. It comprises several stages: traffic measurement,
collecting data necessary to define the audience and the profiles of the visitors,
a complex mathematical algorithm defining the persons visiting a website in
a given period of time. The key phases of the methodology are described below.
DATA COLLECTING
The data used to calculate the audience and the socio-demographic profiles of
the visitors are resulted by mixed methods of data collection, in an attempt to
take the best advantage of each method. The results of the traffic measurement
and of the online survey are combined in order to size the number of visitors of
a website:
• a technical measurement of each website’s traffic, providing essential data for
determining unique clients. A database will store each monthly set of Unique
Clients for all the websites measured in SATI,
• a survey is carried out on each website, by posting an invitation to take part
in the online survey and displaying an online questionnaire in order to get
information about the websites’ visitors, the persons who have already used
the computers/browsers assessed before,
• the data revealing the dimension of the universe and the structure used
to weigh the data collected through the online survey are measured by
SNA FOCUS - a face-to-face survey, carried out on a representative sample
for urban population aged 14-64 years in Romania.
TRAFFIC MEASUREMENT
The technical measurement of the traffic serves as a basis for audience sizing.
The Unique Clients measured by the traffic measurement system is the basic
information for further identification of single visitors. The Unique Clients are
the browsers/computers used by a visitor to see a particular website. The data
about the Unique Clients are obtained using cookies, as well as other combination
of variables. To reduce the risk of double measurement of a Unique Client due to
inaccurate identification (for instance due to cookie deletion,), the Unique Clients
obtained from the measurement are then filtered through a specific statistical
procedure, resulting a number of unique qualified clients.
ONLINE SURVEY
The sample for the online research is randomly drawn out from the group of the
unique qualified clients on a monthly basis. If a user selected in the sample returns
to any of the websites in the study, an invitation to take part to the online survey is
sent to him/her.
Number of Visits – the number of series of one or more page impressions sent to
the visitor’s browser, as a result of a visitor’s request. A visit ends when the period
between 2 page impressions is longer than 30 minutes.
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