2008.11 blogcamp, kyiv, ukraine

Gemius UkraineDmytro Lysiuk, executive director

Central and Eastern Europeanmarkets review

22

Content

1. About Gemius

2. CEE markets general review

3. Adspends

4. Blogs

1. About Gemius

Gemius SA, Internet market research since 1999.

44

Gemius worldwideCountriesCountries::

• Poland, Czech Republic, Slovakia, Hungary• Lithuania, Latvia, Estonia, Norway• Russia, Ukraine, Belarus• Adriatic region• Romania, Bulgaria• Denmark, UK, Israel, Austria

PartnersPartners:: CATI, Media Research, Ipsos, Market Watch, UAIA, FOM

2. CEE markets general review

66

CEE countries

Central Europe:Poland, Czech Republic, Slovakia, HungaryAdriatic region:Croatia, SloveniaBaltic states:Latvia, Lithuania, EstoniaEastern Balkans:Bulgaria, RomaniaEastern Europe:Ukraine, Russia, Belarus, Moldova

77

Internet penetration - 2007

30%

71%

56%

50%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

CEE

Nordic Region

Western Europe

Southern Europe

Internet Penetration

SOURCE: gemiusAudience + structural studies, InternetWorldStats

43,6%2008

88

Internet in CEE - details

68%

66%

53%

53%

51%

50%

46%

45%

43%

39%

33%

26%

16%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Slovenia

Estonia

Romania

Latvia

Lithuania

Czech Republic

Slovakia

Bulgaria

Poland

Hungary

Croatia

Russia

Ukraine

Source: gemiusAudience + structural studies, 2008

Internet penetration

99

Broadband penetration 2007

26%

59%

35%

19%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

CEE

Nordic Region

Western Europe

Southern Europe

Broadband Penetration (% of Internet-using HHs)

SOURCE: gemiusAudience + structural studies, InternetWorldStats

33%2008

1010

Broadband in CEE - details

49%

48%

47%

44%

35%

34%

34%

32%

30%

29%

22%

18%

13%

0% 10% 20% 30% 40% 50% 60%

Russia

Estonia

Ukraine

Slovenia

Poland

Lithuania

Croatia

Latvia

Czech Republic

Hungary

Slovakia

Romania

Bulgaria

Source: Eurostat + Gemius, expert estimation for UA, 2008

3. Ad spends

1212

US-Europe comparative ad spends

http://www.marketingcharts.com/interactive/

1313

Source: Local media agencies, 2006-2008

Ad spends

1414

Online ad share in total ad spends

Source: local media agencies, 2007-2008

1515

Source: local media agencies + gemiusAudience, 2008

Average ad spends per one user (euro)

2,14 €

3,56 €

3,84 €

4,10 €

4,41 €

6,71 €

7,55 €

10,65 €

11,34 €

11,74 €

14,17 €

14,87 €

18,31 €

- € 2 € 4 € 6 € 8 € 10 € 12 € 14 € 16 € 18 € 20 €

Ukraine

Croatia

Romania

Lithuania

Bulgaria

Poland

Slovakia

Latvia

Slovenia

Estonia

Czech Republic

Russia

Hungary

1616

CEE statistics by regions (rate to population)

0%

10%

20%

30%

40%

50%

60%

Baltic states Eastern Balkans Adriatic Central Eastern (Russiaand Ukraine)

Internet Broadband Online ad

Source: local media agencies + gemiusAudience + IAB, 2008

1717

Russia and Ukraine …and Poland

Source: local media agencies + gemiusAudience + IAB, 2008

  Ukraine Russia Poland

Internet penetration 16,00% 26% 42,64%

Broadband penetration 47% 49% 35,20%

Online adspends 13 600 000 € 455 000 000 € 101 788 148 €

Online adspends groth 59% 50% 12%

Euro/user 2,14 € 14,87 € 6,71 €

Online ad share 0,70% 3,60% 3,70%

1818

Mature markets – UK and Denmark

  Denmark UK

Internet penetration 79% 63%

Broadband penetration 76% 90%

Online ad spends 410 000 000 € 3 376 600 000 €

Online ad spends growth 20% 29%

Euro/user 109,5 € 112,55 €

Online ad share   14,70%

BMRB Internet monitor

Source: local media agencies + gemiusAudience + IAB, 2008

4. Blogs

2020

Blogs

Bulgaria blog.bg local 11,20%

  blogspot global  

Croatia  blog.hr local 32,42%

  bloger.hr local 23,48%

Czech Republic blog.cz local 39,08%

Hungary blog.hu local 33,89%

  blogter.hu local 19,51%

  freeblog.hu local 17,07%

  blogger.com global 9,44%

Source: gemiusAudience + expert estimations, 2008

2121

Blogs

Latvia klub.lv local

Lithuaniablogas.lt

local23.38%

Poland blog.onet.pl local 18,68%

  blox.pl local 13,23%

  blogger.com global 12,29%

Source: gemiusAudience + expert estimations, 2008

2222

Blogs

RussiaLivejournal.com global > local 18,64%

 Liveinternet.ru

  local  

Blog.mail.ru local 12,57%

Ukraine Livejournal.com global

Source: gemiusAudience + expert estimations, 2008

2323

Blogs

The most popular type of UGC Tendencies

• Blog audience grows fast – up to 40% reach• Blog-services are getting closer to social networks• Social networks are used for blogging more often• Dominated mostly by local players

2424

Blogs

The most popular type of UGC But:

• Difficulties in audience measurement

• 1 person/ many browsers• 1 person/ many accounts• 1 account/several persons• etc.

Summary

2626

Main trends

- Online ad in CEE is growing faster- Markets develop indifferently- Internet becomes more and more popular- Broadband takes up

2727

Internet CEE

These markets soon will be discussed at Internet CEE conference

Warsaw, October, 28-29

www.internetcee.com

Thank you for your attention!

Gemiuswww.gemius.com.ua

contact@gemius.com.ua

Kyiv, 2008