The vital ignition for the development of advertising and research industry in CEE region is multi-platform communication and its measurement. Internet slowly becomes a ‘traditional’ medium, but it gets a new meaning considering its complexity. Mobile, video, social media… during this presentation you will see that not only the online measurement in CEE is well, but also it sets global trends. You’ll find about the regional internet landscape and learn about the development of the industry, which just a decade ago was at the beginning of its fascinating journey.

1. Marta Klepka
Global PR & Communications Director
Gemius
Bucharest, 16.05.2012
Multi-platform internet
measurement
- the indispensable
ignition

2. About Gemius
CEE internet market
Key industry trends
Multi-platform internet measurement

3. About Gemius
Complexity = research + technology + consulting
Our markets
CEE internet market
Key industry trends
Multi-platform internet measurement

4. About us
• a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer
behaviour in the digital world
• ‘one stop shop’ for everyone who needs to measure the website, plan and deliver effective online
campaigns or use the internet as a communication and marketing platform

5. ,
JIC Standard: Poland, Czech Republic,
Slovakia, Hungary, Slovenia, Turkey,
Israel, Denmark, Ukraine, Belarus,
Moldova.
De facto currency: Lithuania, Latvia,
Estonia, Bulgaria, Bosnia, Croatia
Start-up: Russia, Serbia, MENA (UAE,
KSI, Egypt, Lebanon, Jordan, Syria,
Kuwait, Morocco, Tunisia)
Online audience measurement

6. About Gemius
CEE internet market
Market size
Market potential
Key industry trends
Multi-platform internet measurement

7. Gemius has witnessed the fascinating
growth of the internet in CEE region, its
advancing popularity, the way it responded
to the needs that emerged with the
development of the online world and the
new questions it’s posing.
Filip Pieczynski
V-ce President Gemius SA

8. „Do You CEE?” 2011 report:
• 15 CEE markets
• Overview of the internet lanscape
• Key industry trends
• Experts from all around the region
For more follow us on:
Facebook.com/GemiusGroup
Twitter.com/Gemius
Slideshare.net/Gemius_com

9. Internet Population (millions of internet users / Dec 2011)
• The whole CEE region
= nearly 143.5M internet
users
+ 12.1M new IU in 2011!
• 38% of the online
population out of 15
markets lives in Russia
• Big potential of Turkey with
22.5m IU (16%)
Source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Belarus: gemiusAudience; Turkey: gemiusAudience; Czech
Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: National Institute of Statistics; 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]
0
10
20
30
40
50
60
Millionsofusers

10. Internet Population Growth (m of IU, Dec 2010/Dec 2011)
-5%
0%
5%
10%
15%
20%
25%
30%
(10)
-
10
20
30
40
50
60
Growth2011-2010
Millionsofusers
December 2010 December 2011 growth 2011-2010
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]

11. Internet Penetration (2010-2011 change)
• 11 out 15 countries with
over 50% of people online
• Highest penetration in Baltic
States (66-76%), still far
from WE e.g. Denmark
(87%)
• Greatest improvements in:
― Ukraine - 36% (9 pp)
― Belarus - 22% (9 pp)
― Romania - 10% (4 pp)
Source: of data Estonia: Turu-uuringute AS; Lithuania: SKDS; Czech Republic: Mediaresearch; Latvia: RAIT; Slovenia: Valicon; Bulgaria: Synovate; Slovakia:
Mediaresearch; Hungary: gemius/Ipsos Fusion Data; Poland: Megapanel PBI/Gemius & netTrack Millward Brown; Croatia: Valicon; Belarus: Factum Bel; Russia:
FOM; Turkey: Ipsos KMG - Gemius SA: Internet Audience Measurement, 2011-12; Ukraine: gfk, [age groups - CEE:15+; Lithuania: 15-74; Bulgaria: 15-69;
Slovakia: 14+; Croatia: 12+; Belarus: 16+; Russia 18+; Romania: 14-64; Ukraine: 14+]
0%
10%
20%
30%
40%
50%
60%
70%
80%
2010 2011

12. Broadband penetration 2011
Source of data: Eurostat, 2011.
-5%
5%
15%
25%
35%
45%
55%
65%
75%
85%
95%

13. CEE remains a special region for our
network as we can feel energy,
innovation, creativity and strong growth
in these markets.
Alain Heureux
IAB Europe President and CEO
€

14. Online adspends as a share of total (2010)
Source of data: IAB Europe/IHS Screen Digest/Warc, Ukrainian Advertisement Coalition, TNS LT, 2010
0%
5%
10%
15%
20%
25%
30%

15. Online adspend (m €/ 2009-2010 change)
• Russians, Poles, Turks and
Czechs spend the biggest
amount of money on
internet advertising
• Huge potential of Turkish
market
• Slovakia opens
the group of small markets
Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; Ukrainian Advertisement Coalition; Piero 97
0
100
200
300
400
500
600
700
800
Million€
2009
2010

16. Online adspends 2011
Source of data: Russia: AKAR/IAB (net VAT, including sellers commission); Poland: IAB Poland (gross), Turkey: IAB Turkey (net); Czech Republic: SPIR (gross-ratecard
prices); Hungary: IAB Hungary (net); Slovakia (IAB Slovakia ); Ukraine: AdCoalition (net); Bulgaria: IAB (gross – without Facebook and Google); Romania: IAB Romania
(net); Estonia: TNS EMOR (net); Latvia: Latvian Advertising Association (net); Lithuania: TNS LT (net); Belarus: ZenithOptimedia (gross)
0
200
400
600
800
1000
1200
Millions€
• Russia get’s even higher
share with over 1 billion
EUR (~54% growth)
• Turkey presents net
numbers, so we can expect
it will be no. 3 again in AdEx
• Ukraine from 25.5M to
~42M; 58% y-o-y growth
• Bulgaria and Slovakia –
internet is the only growing
medium

17. About Gemius
CEE internet market
Key industry trends
Mobile
Video
Social media
Multi-platform internet measurement

18. Internet usage is the multi-platform activity. PC/Laptops, Tablets,
Smartphones – consumers are connected 24/7 to the Web.
New usage patterns and high engagement with social media and video
content is only catalysing these changes.

19. 2012 certainly will be a year of interactive
TV and VOD services (…). Launching video
and audio stream measurement will help
to convince advertisers to use such
channels for marketing activities.
Andrzej Garapich
President of PBI (Polish Internet Studies)
$

20. Video content as the most popular form of e-entertainment
– case of YouTube
• Reaching almost 75% of
internet users in Hungary
and 70% in Poland (Dec
2011)
• Russia - a leader in the
number of visitors on
YouTube – almost 22M Real
Users in December 2011!
Source: of data Megapanel PBI/Gemius, gemiusAudience, gemius/Ipsos Audience Fusion
0%
10%
20%
30%
40%
50%
60%
70%
80%
11.2009
11.2010
11.2011

21. Online video banners – effective way to interact with
consumers
Source: of data: gemiusStream 23.05.2011 - 26.06.2011, Lithuania, Carefree Image campaign
• Results of the case study
conducted with Carefree in
Lithuania proved high
engagement rate of video
materials
• The Carefree video seemed
to be really involving -
almost half of the watched
materials were watched till
the end (43,2%), which is an
impressive result.
0,0
0,5
1,0
1,5
2,0
2,5
3,0
39%
40%
41%
42%
43%
44%
45%
46%
47%
48%
2011.05.30 2011.05.31 2011.06.01 2011.06.02 2011.06.03 2011.06.04 2011.06.05
percentage share of completed materials perviews
views pervisitor(cookie)
completed materials pervisitor(cookie)

22. Average CTR per country
Source: gemiusDirectEffect, H2 2011
• In-stream ad formats also
prove to be one of the most
effective in terms of CTR
• For pre-roll CTR vary from
~1.9% - 3.4%
• Still rich-media and video
ads constitute not more
than 20% of internet
advertising budgets in CEE

23. Popularity vs. effectiveness of online advertising
formats - Romania
Source of data: gemiusDirect Effect H2 2011
• Regular banners are still the
most frequent used online
advertising format in
Romania (campaign share of
94.5%)
• The highest CTR value is
characteristic for more
advanced formats – Preroll
and Interstitial
94,5%
4,9% 4,6% 3,7% 1,9% 1,7% 1,0% 0,6%
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
7,00%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaignshare
Campaign share Average CTR

24. Share of ad impressions per sector
Source of data: gemiusDirect Effect H2 2011
• Sector of ‘Finance,
Insurance and Brokerage’ is
the most active online
• The average values of CTR
for this sector indicate that
ads presenting products
from this market segment
are among the least
clickable ones
(the exception is Slovakia,
where it is no.5 sector in
terms of CTR rates)
0%
5%
10%
15%
20%
25%
30%
35%
40%
LeisureTime
Finance,Insurance,Brokerage
Food
Finance,Insurance,Brokerage
Telecommunications
Automotive
Finance,Insurance,Brokerage
Telecommunications
Automotive
Telecommunications
Trade
Finance,Insurance,Brokerage
Trade
Finance,Insurance,Brokerage
LeisureTime
LeisureTime
Finance,Insurance,Brokerage
Food
Bulgaria Czech Republic Hungary Poland Romania Slovakia
Share of ad
impressions

25. The reason why none of the foreign social
media players achieved any astounding
results in Runet yet is the fact of a better
understating of local needs by the
domestic players.
Nadir Khabdulin, PR Manager at
Odnoklassniki.ru
@

26. Some CEE social networks still attract local audiences
Nk.pl (Nasza Klasa)
• Less than 1,3m Real
Users less than FB in
Poland (Dec 2011)
• Attracts different
audiences than FB
• Available on mobile
and via apps, incl.
popular gaming
services
• Additional revenue in
research
Draugiem.lv
• Online phenomenon
– more popular than
FB on a small market
• Latvians spent there
on av. 22h/month!
• Constantly expanding
its services
— Group shopping
— Group watching
— Available on mobile
and TV sets via
application
Vk.ru and
Odnoklassniki
• ~ 20 billion page
views monthly,
leaving FB far behind
(600m).
• The Russians interact,
share, chat and play
using domestic
networks.
• One investor: Mail.ru
Group.

27. Facebook popularity in the CEE region (Dec 2010 – Dec 2011)
Source of data: Socialbakers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Growth2010-2011
Reach
12.2010
12.2011
growth 2011-2010

28. Social networking sites in Romania
SATI, by BRAT, Traffic measurement, December 2011
0
0,5
1
1,5
2
2,5
3
3,5
4
4,5
12.2010
01.2011
02.2011
03.2011
04.2011
05.2011
06.2011
07.2011
08.2011
09.2011
10.2011
11.2011
12.2011
RUinMillions
tpu.ro
hi5.com
neogen.
ro
Source: SATI, by BRAT, Traffic measurement, December 2012 – December 2011

29. Cheap, widely available mobile broadband and
skyrocketing number of smartphones on the market
makes it safe to predict that 2012 will be the year of
mobiles in Latvia. The largest content providers are
hurrying to make their sites mobile friendly, producing
both mobile apps and mobile websites. Several brands
have opted to produce mobile-only content.
Andris Blaka
Head of M-Group Latvia


30. Mobile internet traffic increases significantly
Source of data: gemiusTraffic
252%
0%
200%
400%
600%
800%
1000%
1200%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
Growth
Mobilepageviewsshareonthe
market
12.2010
12.2011
growth 2011-2010

31. CEE top mobile devices (producers and models) by website-averaged
percentage share of page views generated on websites monitored by Gemius; gemiusTraffic, 12.2011
37.6%
21.2%
8.1% 5.5%
Signs of change: tablets, smartphones and
mobile access to the Web in CEE
17.2%
Galaxy GT
models
6.4%
Galaxy S
1.7%
iPad
21.8%
iPhone
14.7%
C3
1.3%
5230
1.2%
Desire
1.5%
Wildfire
1%
Apple Samsung Nokia HTC Sony
Ericsson

32. About Gemius
CEE internet market
Key industry trends
Multi-platform internet measurement

33. The great advantage of the Czech online market is the
high developed measurement. We can see the
breakthrough in multimedia content monitoring and the
research of mobile marketing activities, in which the
Czech Republic has a prominent position in the region.
Tomáš Búřil
Director of Sales and Marketing, Centrum Holdings


34. Users are multi-tasking – measure all of their activities
• Measure all aspects of web
browsing:
― Websites
― Streamed content
― On-site elements
― Ads
• And interactions
― Views/Clicks/Actions
― Engagement
― Sharing/embedding

35. Multi-platform internet measurement
• One content can be
accessed from many
platforms or even
media channels
• Analyze all aspects of
the same phenomenon
― Mobile browsing
― Mobile apps
― Mobile sites

36. Real Users, not cookies or browsers
• Real User metric– global
innovation
• Online audience
measurement including:
— Online panels
— Site-centric
measurement
— Offline structural data

37. How does it work?

38. Thank you!
Questions?
Global PR & Communications Director
Gemius SA
marta.klepka@gemius.com
Skype: Marta.Klepka
Marta Klepka Kontakt:
Marta Klepka
marta.klepka@gemius.com