bg and lv: will the development path be similar? lauris lietavietis, delfi may, 2008
TRANSCRIPT
BG and LV: will the development path be similar?
Lauris Lietavietis, DELFIMay, 2008
LV MARKET STRUCTURE
Websites
Agencies
Networks/brokers
Advertisers
Worldwide networks
Finance
Automotive
Technology
Mobile
Airlines
Currency Flat fee
LV/BG comparison
LV BGPopulation (mill.) 2,2 7,64Territory (m2) 64589 110910GDP/capita (USD) 18103 11904
LV BGIU (mill.) 1,07 2,2Int. Penetration 47,40% 30%Adv., 07 (mill. EUR) 133,67 247Adv. spending per capita 58,88 32,33Int. adv., 07 (mill. EUR) 8,38 6,4Int. Share (%) 6,3 2,6Int. spending per IU 7,82 2,91
During the increase in Internet penetration, which should move on, at one point internet will be perceived as more important component in the media mix, and advertising
budgets on the Internet should increase rapidly. (40%???)
Measurements
Summer, 2006
TNS user centric surveys
Free counters
gemiusAudience – pop up panel
TNS metrix – site centric measurement system
Used now for Internet planning
Summer, 2006
TNS user centric surveys
Free counters
gemiusAudience – pop up panel
TNS metrix – site centric measurement system
Used now for Internet planning
gemiusAudience advantages
Agencies •Advanced, easy analysis•Wide coverage of media
Internet media •Possibility for smaller sites to be in the data accepted by media agencies•Everyday analysis of site performance in gemiusTraffic•Possibility for bigger players to get advanced data about the sites sections and their usage, thus optimizing advertising in them•Competitor analysis and segmentation
Age: 45+
Occupation: higher level manager
Age: 15-24
gemiusAudience effect
No revolution, but evolution
Market becomes wider
Push to smaller players
Current trends
We want “something special”, creative, interesting, not banners
There is no such thing as the ‘digital consumer’. There is no great mystery about how they think and what they want. These consumers are doing exactly what people have been doing for thousands of years – communicating with each other. The fact that technology is enabling them to communicate with each other faster and over distance is being perceived as something unique and extraordinary that needs to be controlled and pinned down.
HOWEVER
Internet advertising has definitely become more creative, interesting and involving
More advertising in context
More ways of showing ads (capping, surround etc.)
More are used various campaign analysis tools by media agencies
With graphical references to blogs and Myspace the Heidies began the 2.0 hunt for 15 MB of fame.
Heidies 15 MB of fame – Cannes Cyber Grandprix
Thank you very [email protected]