Post on 08-May-2015
description
DATA AUDIENCE TARGETING
RTB growth in Central & Eastern Europe 2011-
2016
in the context of WW & European digital adspend
DATA AUDIENCE TARGETING
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
SHARE OF DIGITAL IN AD SPENDING IS GROWING
Good News
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital Ad Spending Worldwide as a % of Total
Media Ad Spending, by Region, 2011-2016
2011 2012 2013 2014 2015 20160
5
10
15
20
25
30
35
North AmericaWestern EuropeEastern Europe
www.eMarketer.com
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Net revenue of leading display advertising sellers in the U.S.
2012
Facebook Google Yahoo! Microsoft AOL0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
2011201220132014
33,4%Google's net digital ad
revenue as percentage of total digital advertising
revenues worldwide 2013
Source: http://www.statista.com
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital advertising spending in UK $B
2010 2011 2012* 2013* 2014* 2015* 2016*0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
1.52 1.82 2.03 2.24 2.53 2.85 3.13
SearchDisplay**ClassifiedsLead generationE-mail***
Source: http://www.statista.com
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Display Share % of Total Advertising Expenditure2010-2014
Czech Republic
Hungary Finland Slovakia Portugal UK Ireland Poland France Russia0
2
4
6
8
10
12
14
16
20102011201220132014
AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
CEE IS DRIVING DIGITAL GROWTH IN EUROPE
Good News
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital adspend in CEE is growing at an extremely rapid
rate of +28% in 2013. Digital media is the second most popular medium behind TV with 22% share of spend
http://www.aegismedia.com (Sept.2013)
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital Ad Spending Growth % 2010-2016
North America Western Europe Eastern Europe0
20
40
60
80
100
120
140
160
15.6 15.5
32.7
21.513.9
38.416.5
10.6
18.9
13.8
11
17.3
12.4
10
15.5
9
7.7
13
6.8
6.6
9
www.eMarketer.com
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Online growth WE & CEE 2011/2012
WE CEE-6
-1
4
9
14
19
24
11.5
19.7
9.1
26.6
Nominal GDPAll media (no online)Online All media
Source: Adex Benchmark 2012, EUROPEAN ONLINE ADVERTISING EXPENDITURE
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
RTB – MAINSTREAM IN WE, BUZZ IN CEEGood News
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Programmatic buying is one of the key drivers reshaping our industry. In the US, about 1/3 of all display campaigns are already bought through RTB and algorithmic type of technologies. Europe, driven by its Western European markets, will experience a similar growth in the next three to five years. This change is, literally, a fundamental one. It will progressively span across all digital channels – and beyond, as offline media are increasingly turning digital – to become the standardised way of trading media: after search, display and video, the frontier today is mobile. TV, radio and outdoor will be next in line.
Marc Panic, COO, GroupM Interaction EMEA
Source: Adex Benchmark 2012, EUROPEAN ONLINE ADVERTISING EXPENDITURE
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Programmatic share (% of display-related transactions) 2017
US Nedtherlands UK France Germany Spain0
10
20
30
40
50
60
70
80
90
83
60 5956
33 31
Source: MAGNA GLOBAL 2013
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
RTB % share of Display by Country
2010-2017
2010 2011 2012 2013 2014 2015 2016 20170
5
10
15
20
25
30
35
40
45
7.8
1316
2123
2527
30
0.8
3
6.5
11
13.516
21
26US eMarketerUS ForesterUS IDCUKGermanyFrance
Source: IDC 2011
France indeed lags 3 years to close
market share gap with US
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Publisher reticence will change in countries like Mexico and Brazil, but it will take a year or two. After all, publishers in the US and Europe warmed up slowly to RTB, and are only beginning to offer their more premium impressions into exchanges now.
November 19, 2013.
Source: http://www.adexchanger.com
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
RTB digital display ad spending CEE vs France $M
2012 2013 2014 2015 20160.00
50.00
100.00
150.00
200.00
250.00
300.00
7.00
26.90
67.30
140.30
258.60
66.70
106.40
151.20
197.00
249.60
CEEFrance
Source: http://www.statista.com
Spending volume gap is
closing
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
RTB-based Display Ad Spending CEE, $M
2010 2011 2012 2013 2014 2015 2016 20170
20
40
60
80
100
120
140
RussiaRest of CEE
Source: IDC 2011
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
IN CEE WE ARE TALKING ABOUT DIFFERENT SCALE
Bad News,
…but we are used to it.
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Online advertising spending in Europe $B
2010-2016
2010 2011 2012* 2013* 2014* 2015* 2016*0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
2.253.60 4.68 5.73 6.62 7.48 8.15
Eastern EuropeVestern Europe
Source: IDC 2011
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital Ad Spending per Internet User $ 2011-2016
2011 2012 2013 2014 2015 20160
50
100
150
200
250
North AmericaWestern EuropeEastern Europe
www.eMarketer.com
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital adspend CEE by country 2008-2012
Source: Do You CEE? The overview of the Central and Eastern Europe internet market in 2011
Poland Czech Republic Hungary Slovakia Slovenia Bulgaria Croatia Romania Serbia0
100
200
300
400
500
600
20082009201020112012
Growth pace in CEE is defined by
market size
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
CEE online spending per capita € / online adspend €M
2011
Czech republic
Poland Slovenia Hungary Slovakia Baltics (EE,LV,LT
)
Bulgaria Croatia Ukraine Romania 0
5
10
15
20
25
30
35
40
45
5046
2624 23
17
8.8 8.7 8
3 3
Source: Do You CEE? The overview of the Central and Eastern Europe internet market in 2011
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Advertising Expenditure Baltic Trend €M 2000-2012
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20120
50
100
150
200
250
300
350
400
450
-50
-40
-30
-20
-10
0
10
20
30
Source: TNS Emor
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital Advertising Expenditure $M
2010 2011 2012 2013 20140
5
10
15
20
25
EstoniaLatviaLithuania
AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital Advertising Expenditure Year on Year % Growth
2010-2014
Estonia % Latvia % Lithuania %
-5
0
5
10
15
20
25
30
AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Smaller countries start to catch on to display advertising value. Some countries with limited online populations didn’t experience early growth in display advertising, but that’s changed. Portugal, Greece, and Ireland will have the fastest compound annual growth rate of their display budgets, all more than 16% from 2011 to 2016.
Source: Digital Media Buying Forecast, 2012-2017, Forrester
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Display share of Digital adspend
2010 2011 2012 2013 20140.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Portugal
Poland
Slovakia
Czech RepublicFinland
Hungary
Russia
FranceIreland
UK
AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Growth of real GDP 2013
Greece
Slovenia
Portugal
Croatia
Ireland
Bulgaria
Hungary
Slovakia
Czech Republic
Estonia
Poland
Romania
Lithuania
Latvia
-5 -4 -3 -2 -1 0 1 2 3 4 5
If those guys get mention by Forrester we have some future too
Source: Eurostat
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Digital Share % of Total Advertising Expenditures
2010-2014
2010 2011 2012 2013 20140.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
UK
IrelandCzech Republic
HungaryRussiaSlovakiaFranceFinlandLatviaEstonia
PolandLithuaniaRomaniaPortugal
AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Latvia: Digital media share to increase over the next three yearsLithuania: Online will become the second largest mediaEstonia: Local main portals have reached their potential visitor numbers and are looking to create new advertising sales models
Source: AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
DATA AUDIENCE TARGETING
CONTACT
Guntis Stirnagstirna@crimtan.com
www.crimtan.comFollow: