Multi-platform Internet Measurement - The Indispensable Ignition Latest trends in online research employed by the regional innovator. A glance at the internet industry in CEE, most rapidly developing region in Europe. Marta Klepka, Global PR&Communications Director, Gemius, Poland 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. Multi-platform internet
measurement
- the indispensable
ignition
Marta Klepka
Global PR & Communications Director
Gemius
Bucharest, 16.05.2012

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. Online audience measurement
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)

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

9. Internet Population (millions of internet users / Dec 2011)
Millions of users
60
50 • The whole CEE region
40
= nearly 143.5M internet
users
30 + 12.1M new IU in 2011!
• 38% of the online
20
population out of 15
10 markets lives in Russia
• Big potential of Turkey with
0 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]

10. Internet Population Growth (m of IU, Dec 2010/Dec 2011)
60 30%
Millions of users
Growth 2011-2010
50 25%
40 20%
30 15%
20 10%
10 5%
- 0%
(10) -5%
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 80%
over 50% of people online 70% 2010 2011
• Highest penetration in Baltic 60%
States (66-76%), still far 50%
from WE e.g. Denmark 40%
(87%) 30%
• Greatest improvements in: 20%
10%
― Ukraine - 36% (9 pp)
0%
― 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+]

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

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)
30%
25%
20%
15%
10%
5%
0%
Source of data: IAB Europe/IHS Screen Digest/Warc, Ukrainian Advertisement Coalition, TNS LT, 2010

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

16. Online adspends 2011
1200
•
Millions €
Russia get’s even higher
1000 share with over 1 billion
EUR (~54% growth)
800
• Turkey presents net
600 numbers, so we can expect
it will be no. 3 again in AdEx
400
• Ukraine from 25.5M to
200 ~42M; 58% y-o-y growth
0 • Bulgaria and Slovakia –
internet is the only growing
medium
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)

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

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

22. Average CTR per country
• 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
Source: gemiusDirectEffect, H2 2011

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

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

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

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

28. Social networking sites in Romania
4,5
RU in Millions 4
3,5
3 tpu.ro
2,5
2 hi5.com
1,5
1 neogen.
ro
0,5
0
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
SATI, by BRAT, Traffic measurement, December 2011
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
9% 1200%
Mobile page views share on the
12.2010
Growth
8%
12.2011 1000%
7% growth 2011-2010
6% 800%
market
5%
4%
252% 600%
3% 400%
2%
200%
1%
0% 0%
Source of data: gemiusTraffic

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

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?
Marta Klepka Kontakt:
Global PR & Communications Director Marta Klepka
Gemius SA marta.klepka@gemius.com
marta.klepka@gemius.com
Skype: Marta.Klepka