Professional Documents
Culture Documents
CONTENT
Mobile internet in CEE
Belarus
Bulgaria
Croatia
Czech Republic
Estonia
Hungary
Latvia
Lithuania
Macedonia
Moldova
Poland
Romania
Russia
Serbia
Slovakia
Slovenia
Turkey
Ukraine
Methodological Note
Authors
2-11
12-13
14-15
16-17
18-19
20-21
22-23
24-25
26-27
28-29
30-31
32-33
34-35
36-37
38-39
40-41
42-43
44-46
47-48
49
49
Mobile display
ad spend
2012 (m)
Mobile display
ad spend
2013 (m)
United
Kingdom
184.9
549.0
192.7%
2192
25.1%
France
47.8
92.9
54.9%
1015
9.2%
Germany
43.0
65.0
66.7%
1319
4.9%
Source: IAB Europe AdEx Benchmark 2013 report, IAB Europe and IHS, July 2014,
http://www.iabeurope.eu/files/8014/1111/3050/IAB_Europe_AdEx_Benchmark_2013_Report_v3.pdf
The situation in countries of the Central and Eastern Europe is very similar. The dynamics of
growth in many countries, such as Romania (244.9%), Serbia (153.3%), Hungary (126.1%) and Poland
(110.6%), is still very high, yet mobile ad spend constitutes a small part of total online budgets (see
Figure 2).
AdEx Benchmark YoY growth rate calculation: to provide data on previous year growth rates, the prior year's figures are
also re-calculated using the current report's year-average exchange rate (i.e. the 2013 exchange rate is used on the 2012
figures) in order to give transparency over the growth rate.
Mobile display as
a share of total
online display (%)
Turkey
7.6
49.1%
275
2.8%
Czech Republic
5.0
27.3%
223
2.2%
Hungary
4.1
126.1%
61
6.7%
Poland
3.6
110.6%
259
1.4%
Slovenia
0.5
n/a
11
4.6%
Serbia
0.4
153.3%
12
3.1%
Romania
0.2
244.9%
33
0.7%
Bulgaria
0.2
55.2%
13
1.2%
Croatia
0.1
15.0%
2.1%
Mobile
Impressions
Serbia
82%
18%
Slovakia
90%
10%
Hungary
91%
9%
Bulgaria
91%
9%
Czech Republic
91%
9%
CEE
92%
8%
Croatia
93%
7%
Romania
93%
7%
Latvia
94%
6%
Poland
94%
6%
Lithuania
94%
6%
Aggregated data for the CEE include the following countries: Bulgaria, Croatia, Czech Republic, Hungary, Latvia, Lithuania,
Poland, Romania, Serbia, Slovakia.
0.96%
Desktop CTR
Mobile CTR
0.80%
0.67%
0.67%
0.67%
0.67%
0.65%
0.60%
0.49%
0.44%
0.52%
0.40%
0.50%
0.44%
0.43%
0.41%
0.20%
0.45%
0.33%
0.27%
0.28%
0.26%
0.24%
0.20%
0.00%
Czech
Republic
Bulgaria
Serbia
Lithuania
Latvia
Slovakia
Croatia
Romania
Hungary
Poland
There are several challenges the markets have to face in order to increase the popularity of mobile
advertising and monetize the mobile audience.
Investments in mobile or at least responsive versions of websites are required for attracting
advertisers. Users tend to surf the web on their tablets or smartphones more and more often and
this trend sets a new standard for website building. Despite this requirement, on most markets the
majority of websites have not yet been adapted to the new mobile reality. Most brands are taking
a rather slow approach by simply adapting their existing websites. Just to mention Bulgaria, where out
of 300 websites taking part in gemiusAudience research only 30 have a mobile version.
Moreover, markets lack proper measurement of the mobile audience, which is essential for effective
media planning. Measurement of PC, phone and tablet platforms has been available via Gemius
Multiplatform Audience Measurement since March 2014.
Content is king regardless of the device used for browsing the web. Mobile devices give the opportunity
to target users with the right content in the right place and time on an unprecedented scale.
However, the biggest challenge for advertisers is to keep the balance between personalized and
intrusive content.
The last, but obviously not the least important reason for the rather small interest from the markets
in mobile advertising is the high price of mobile inventory in comparison to the standard display
pricing.
Despite the fact that mobile advertising is still far from becoming a mainstream marketing solution in the
CEE region, this process has already started and will be continuing due to the increasing usage of mobile
devices among internet users.
penetration
The ongoing development of new technologies means that a growing share of online population
connect to the internet via their mobile devices. A dynamic growth of mobile traffic could be observed
in the past two years. In 2012, mobile constituted only 3% of the internet traffic in CEE, excluding
in-app traffic. This number has grown to 10% at present, mostly due to the rapid increase of
smartphone page views.
20
2011.0
1 2
01
1 .0
6
.06 2013.01
20 1 2
20
1
.0
13
2
.06
1
0
2
14
.01
201 4
.06
90%
97%
1% 2%
Tablet
Phone
7% 3%
PC
PC
Phone
Tablet
Croatia
79%
18%
3%
Lithuania
82%
14%
4%
Slovakia
83%
13%
4%
Serbia
84%
14%
2%
Macedonia
86%
12%
2%
86%
12%
2%
Estonia
86%
9%
5%
Hungary
88%
9%
3%
Slovenia
89%
7%
4%
Latvia
89%
8%
3%
Poland
89%
8%
3%
Czech Republic
89%
8%
3%
CEE
90%
7%
3%
Romania
91%
5%
4%
Bulgaria
91%
6%
3%
Russia
91%
4%
5%
Belarus
94%
4%
2%
Ukraine
95%
3%
2%
Moldova
99%
0%
1%
Aggregated data for the CEE region include the following countries: Belarus, Bosnia & Herzegovina, Bulgaria, Croatia, Czech Republic, Estonia,
Hungary, Latvia, Lithuania, Macedonia, Moldova, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Ukraine.
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Figure 9. CEE: Top tablet manufacturers and operating systems by share of page views
68%
60%
7%
6%
58%
19%
18%
55%
21%
6.5%
Asus
23%
6%
Apple
Samsung
01.2013
06.2013
01.2014
45%
06.2014
Android
55%
iOS
Figure 10. CEE: Top phone manufacturers and operating systems by share of page views
16% 14%
33%
15% 14%
34%
37%
35%
14%
15%
13%
Sony
16%
Apple
Samsung
01.2013
06.2013
01.2014
06.2014
Android
72%
16%
4%
iOS
Windows
Phone 8
The smartphone of the future will, in a virtually automatic manner, adapt itself to the
individual who acquires that device.
The nature of the mobile device has changed dramatically in the 41 years since the first hand-held cell
phone was introduced in 1973. Still, mobile devices will change even more radically in the next 10 to 15
years. Hardware improvements will take a backseat to ways in which the mobile devices can make
people's lives better. After all, how many megapixels, megahertz, and megabits per second do we really
need? Main directions of change will occur in three areas: customization, simplification, and machine
to machine (M2M) communication.
One of the wonderful things about human beings is that we are all different from one another and
yet, when it comes to our mobile devices we have been severely limited in our choices. Steve Jobs
decided that he knew exactly what we would all love and offered us essentially one model. The
variety in mobile device offerings is increasing, but we have a long way to go before mobile phone
subscribers have the same variety of choice as automobile buyers.
Smartphones are much too complicated! As with any really good technology, the smart phone of
the future will, virtually automatically, adapt itself to the individual who acquires that device.
The intelligent phone will ask a few questions and observe the habits and processes of the individual
and adjust itself accordingly. The opposite extreme is the present situation: a customer buys a
smartphone and is told that there are over one million applications available, and is left to figure out
which of them are useful. As an example, the optimum voice communicator will ultimately be
embedded under our skin, perhaps behind our ears, and will work virtually automatically. We will only
have to think about speaking to somebody and we will be connected.
The concept of wearable devices is still in its infancy. But we are evolving the vision of devices that
measure dozens of vital signs on the body and communicate these to computers that can analyze
them and determine whether our bodies are about to malfunction. Other devices will give us the
ability to control our surroundings and our property without regard to distance. These devices will
protect us and make us more productive.
Of course, this future that I envision will not happen unless the cost of wireless service is radically
reduced. History tells me that this most certainly will happen. The cost of sending a bit of information
has gone down by half every 3 1/2 years since Marconi sent the few bits that he transmitted across
the ocean. This translates to 1 trillion times improvement up to the present and that trend will
continue.
Martin Cooper, Mobile Phone Inventor
Gemius, being well aware of this trend, has recently launched Multiplatform Audience Measurement
with consideration of internet access platforms stationary or mobile. The research project facilitates
division of users into those who use tablets and those who surf the web on their smartphones.
The solution has been already implemented in Denmark, Latvia, Lithuania, Estonia and Turkey. In the
coming months, the research project will start in other countries where Gemius operates.
10
Mobile affects more areas of human life, not only business - the concept of the
flipped classroom.
Education and Wireless Broadband Are Irresistibly Intertwined. There is evidence that new approaches
to education will not only create people who are more educated, but rather a class of people who
are better at problem solving, at abstracting, and even at learning than people who are traditionally
educated. Children who grow up immersed in the new educational paradigm will have more
developed brains, a larger neocortex, more synapses. Collectively, they will represent a step forward
in the evolution of mankind (and, of course, womankind).
The basis of the new educational system is the flipped classroom model, a concept in which students
do most of their learning outside of school. In lieu of paper books, each student carries a device that
provides curated, ubiquitous, and full-time access to his or her course work, and to much of the
knowledge of the world. Classroom time is dedicated to collaboration with other students and
teachers, team experiments, personal counseling and problem resolution by teachers. In this
educational paradigm, there are few lectures. Students may tackle assignments that transcend
narrow subject matters in favor of broad learning experiences tailored to their needs and abilities.
The devices and software that teach them are designed specifically for this purpose. The teaching
programs measure students' progress by monitoring their expressions and vital signs. When necessary,
a program may require a student to repeat an exercise or will divert the student to a different approach
to understanding a concept or even to a different course of study more appropriate to the student's
aptitudes.
Computers and other connected devices have become an integral part of the education of a
significant segment of the public, but the impact of these devices has been limited by the inability
of our educational system to understand, never mind embrace, the power of full time access to
most of the knowledge of the world, and the economics that exclude most people from such access.
Further, we have not yet been able to demonstrate that the good side of the digital divide is
demonstrably superior to the other side. The concept of the flipped classroom is about to change
this.
Martin Cooper, Mobile Phone Inventor
11
BELARUS
Mobile page views growth
2%
4%
Tablet
Phones
PC
94%
98%
2%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
28%
25%
25%
29%
Samsung
20%
17%
15%
18%
Nokia
16%
Huawei
10%
0%
01.2013
06.2013
01.2014
Source: gemiusRanking, June 2013 - June 2014
06.2014
60%
50%
46%
40%
Apple
Samsung
30%
20%
10%
16%
19%
3%
11%
Prestigo
0%
01.2013
06.2013
01.2014
06.2014
12
Budgets for mobile display advertising are small and, to a considerable extent, represented by the same
mobile operators
A breakthrough on the Belarusian mobile internet happened in 2010, when all three GSM operators
offered 3G service. It all started with operators' offer of 3G-modems to their customers. This has led to a
slowdown and stagnation of Wi-Fi networks development in Belarus. Since 2012, operators have been
actively promoting smartphones with good internet plans in package. Further development will be related
to the decreasing in the cost of mobile internet, increasing its speed and improving its quality. So far
budgets for mobile display advertising are small and, to a considerable extent, represented by the same
mobile operators. But, since mobile traffic increases and the diagonal of mobile devices grows, more and
more advertisers focus on mobile versions of their sites.
Mikhail Doroshevich, Online Media Consultant and Contractor, e-belarus.org
PC Weekday
PC Weekend
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
Tablet Weekday
Tablet Weekend
1%
0%
0:00
2:00
4:00
6:00
8:00
13
BULGARIA
3%
6%
Tablet
Phones
PC
91%
100%
0%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
38%
33%
22%
19%
16%
10%
0%
01.2013
Samsung
06.2013
01.2014
06.2014
Apple
Nokia
54%
50%
40%
30%
37%
25%
24%
0%
16%
20%
10%
0%
01.2013
Apple
06.2013
01.2014
Samsung
06.2014
Lenovo
14
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
PC Weekday
PC Weekend
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
20:00
22:00
PC Weekday
PC Weekend
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
15
CROATIA
Mobile page views growth
3%
18%
Tablet
Phones
PC
79%
98%
2%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
37%
37%
27%
27%
13%
13%
01.2013
06.2013
01.2014
06.2014
Apple
Sony
Samsung
Source: gemiusRanking, June 2013 - June 2014
68%
55%
26%
13%
7%
01.2013
Apple
7%
06.2013
01.2014
Samsung
06.2014
Huawei
16
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
Tablet Weekday
Tablet Weekend
1%
0%
0:00
2:00
4:00
6:00
8:00
17
CZECH REPUBLIC
Mobile page views growth
3%
8%
Tablet
Phones
89%
PC
99%
1%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
39%
35%
Samsung
30%
20%
10%
15%
15%
Apple
14%
14%
Sony
0%
01.2013
06.2013
01.2014
06.2014
68%
Apple
50%
Samsung
19%
16%
Prestigio
10%
2%
01.2013
06.2013
01.2014
06.2014
18
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
19
ESTONIA
Mobile page views growth
5%
9%
Tablet
Phones
PC
86%
100%
0%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
40%
35%
33%
30%
20%
23%
21%
18%
18%
Samsung
Apple
Sony
10%
0%
01.2013
06.2013
01.2014
06.2014
63%
50%
40%
30%
20%
28%
10%
0%
6%
50%
Apple
32%
Samsung
Asus
01.2013
7%
06.2013
01.2014
06.2014
20
One of the biggest challenges is to monetize mobile users and their page views
The year of the mobile has definitely come to Estonia. Compared to 2011, mobile devices share of
page views has increased by more than twenty times (from 0.65 per cent in June 2011 to 13.81 per
cent in June 2014). We are glad to see that advertising budgets are growing and mobile market is
monetizing the new inventory. We are also proud of the fact that we are launching a multiplatform file
including data about Real Users and usage by device type: mobile, tablet and PC. We are sure this will
bring even more focus on mobile devices!
What about the future? Even now mobile internet in Estonia has good coverage and decent speeds
that are affordable. One of the biggest challenges is to monetize mobile users and their page
views.
Paap Peterson, Country Manager, Gemius Estonia
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
21
HUNGARY
Mobile page views growth
3%
18%
Tablet
Phones
PC
79%
99%
1%
0%
Source: gemiusRanking, 06.2012 - 06.2014
37%
35%
30%
25%
20%
15%
10%
18%
17%
21%
Samsung
14%
Apple
Sony
5%
0%
01.2013
06.2013
01.2014
06.2014
68%
61%
Apple
Samsung
22%
17%
5%
01.2013
Asus
6%
06.2013
01.2014
06.2014
22
PC Weekday
PC Weekend
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
23
LATVIA
Mobile page views growth
3%
8%
Tablet
Phones
PC
89%
99%
1%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
46%
35%
25%
17%
10%
5%
01.2013
06.2013
01.2014
LG
Apple
Samsung
06.2014
65%
47%
27%
36%
1%
4%
01.2013
Apple
06.2013
01.2014
Samsung
06.2014
Prestigio
24
PC Weekday
PC Weekend
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
PhoneWeekday
PhoneWeekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
25
LITHUANIA
Mobile is now where internet ads were in the middle
of 1990s
I think Lithuania was the first country in the world
where mobile came in, because historically we
had more than 100% penetration of mobile
devices. Speaking about mobile data traffic it's
just about to boom - fixed plans for data traffic
from operators, websites adapting their contents
to mobile or even creating apps, changing lifestyle
for all of us. Ads are a part of mobile already, but
we just need a little bit of time from customers
- mobile is now where internet ads were in the
middle of 1990s.
Mobile is there and it's transforming already. The
future belongs to those who prepare for it today
and we can already see it for such industires as
wearables, healthcare or education. Facebook
already makes more than 50% of all ads from
mobile, Google dominates as No. 1 this market
already (source: http://online.wsj.com). Even
Amazon launched its own mobile phone for usage
of its services. And there is more to come and we
have a bright future ahead, I believe.
4%
14%
Tablet
Phones
PC
82%
99%
1%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
50%
40%
48%
Samsung
39%
30%
20%
Apple
21%
19%
Nokia
19%
10%
0%
11%
01.2013
06.2013
01.2014
06.2014
66%
54%
Apple
Samsung
26%
33%
4%
4%
01.2013
06.2013
01.2014
Asus
06.2014
26
Mobile advertising is lagging in the advertisers' adoption rates for several reasons
Mobile audience is there already some digital media channels reach 50%+ of their desktop audience in mobile.
But mobile advertising is lagging in the advertisers' adoption rates for several reasons:
1.Natural resistance of decision makers to change habits and implement mobile-first strategy framework.
2.No or little investments in proper development of m-websites makes it hardly viable to have mobile campaignsno proper landing page usually limits the success of digital bought media.
3.Lack of audience data this in part has been resolved by Gemius with introduction of mobile data in Audience
researches.
4.Pricing of mobile inventory is still (inadequately) high, but media owners are already offering large discounts, so
prices will definitely correlate to a lower side once advertisers will start measure the actual reach/frequency data
properly and will start demanding efficiency from media channels.
Tomas erkasas, Account manager, iProspect
The share of mobile page views increased from 8% to 18% during last 12 months
Numbers show facts. During the last 12 months, we have been observing a significant increase in page views
generated with mobile devices the share of mobile page views increased from 8% to 18%. This means that not
only the number of mobile devices is growing fast, but also it proves that people are spending more and more time
browsing with their phones and tablets. And although publishers' income from mobile traffic doesn't show the
same pace of growth, with such acceleration we should expect local market players to implement additional
strategies during the next 12 months and monetize mobile traffic to a greater extent.
I am very glad that this July Gemius officially launched the multiplatfrom audience measurement in Lithuania,
because accurate statistics of phone and tablet users and their habits should fuel online business with additional
Hourly distribution of page views for PCs, phones and tablets.
insights and knowledge. Next step I expect to see is our market players making knowledge driven business
decisions and continue to increase online media market share.
Gryta Balseryte, Regional Manager for Lithuania and Latvia , Gemius Baltic
PC Weekday
PC Weekend
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
Tablet Weekday
Tablet Weekend
1%
0%
0:00
2:00
4:00
6:00
8:00
27
MACEDONIA
Mobile page views growth
2%
12%
Tablet
Phones
PC
86%
90%
8%
2%
Source: gemiusRanking, Jan. 2011 - June 2014
27%
20%
23%
10%
30%
Samsung
Apple
20%
16%
14%
Sony
0%
01.2013
03.2014
06.2014
64%
54%
Apple
Samsung
16%
16%
12%
9%
01.2013
Asus
03.2014
06.2014
28*
PC Weekday
PC Weekend
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
Tablet Weekday
Tablet Weekend
1%
0%
0:00
2:00
4:00
6:00
8:00
29
MOLDOVA
Mobile page views growth
0%
0%
Tablet
Phones
PC
100%
90%
1%
1%
Source: gemiusRanking, June 2012 - June 2014
32%
30%
31%
26%
18%
10%
13%
0%
01.2014
Apple
03.2014
Samsung
06.2014
Nokia
66%
64%
20%
18%
7%
7%
01.2014
Apple
03.2014
Samsung
06.2014
Nokia
30
PC Weekday
PC Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
31
POLAND
3%
8%
Tablet
Phones
PC
89%
99%
1%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
34%
32%
19%
20%
14%
10%
01.2013
06.2013
01.2014
Apple
Sony
Samsung
06.2014
69%
55%
24%
18%
5%
0%
01.2013
Apple
06.2013
01.2014
Samsung
06.2014
Lenovo
32
Advertisers will soon appreciate the unique possibilities mobile advertising gives
For years now we hear the opinions that the next year will belong to mobile, however, it is difficult
to define precisely what exactly the "year of mobile" would mean. If the major determinant would be
the popularity and prevalence of mobile devices smartphones and tablets then we should state
that the "year of mobile" is already behind us. Over the past 2 years only, the percentage of traffic from
mobile devices increased almost fourfold. On the other hand, if we analyze the situation in respect
of the interest the advertisers have in mobile advertising and the unique opportunities it offers, it
turns out that we still have to wait for the "year of mobile". Obviously, the advertising budgets spent
on mobile rise steadily YOY, but they still represent only a small percentage of the online advertising
pie - according to IAB / PwC AdEx Report, mobile advertising represents 1.1% of the online advertising
market (data for 2013).
The further growth of traffic from mobile devices will result in increasing interest of the advertisers,
who will soon appreciate the unique possibilities mobile advertising gives. The clutter on the mobile
platform is still quite insignificant comparing to other online channels and the mobile devices provide
targeting capabilities which are not to be underestimated. All the time we observe the constant
development of mobile technology which enables precise localization of smartphones' and tablets'
users (e.g. using GPS or IPS technology such as Apple iBeacon) and so on. This opens up completely
new possibilities for advertisers in reaching the target audience with their message in a particular
time and place, for example by serving information on the store or restaurant promotion to the
potential customers who happened to be nearby.
PC Weekday
PC Weekend
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
1%
0%
0:00
2:00
9%
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
Tablet Weekday
Tablet Weekend
1%
0%
0:00
2:00
4:00
6:00
8:00
33
ROMANIA
Mobile is a part of Romanians' lives
Mobile page views growth
4%
5%
Tablet
Phones
PC
91%
99%
1%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
45%
40%
40%
30%
29%
27%
13%
12%
20%
10%
0%
01.2013
06.2013
01.2014
Apple
Samsung
06.2014
Nokia
79%
71%
20%
13%
5%
4%
01.2013
Apple
06.2013
01.2014
Samsung
06.2014
Asus
34
Mobile ad spends come mostly from pioneering initiatives rather than strategic focus
I think that mobile has come in Romania, but not in a giant leap - rather through a steady growth in
terms of mobile penetration, mobile business and time spent on mobile internet by users. However, in
terms of advertising, ad spend on mobile is made mostly by pioneering initiatives rather than strategic
focus. We do expect slow but steady growth in mobile ad spend in Romania. We perceive mobile more
as a part of the development process experienced by the entire digital sphere rather than a medium
competing with desktop. From this perspective, we think this brings opportunity to online business,
opportunity that today is up for grabs, but tomorrow you will hardly find an uncrowded spot.
Victor Avram, Country Manager, Gemius Romania & Moldova
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
35
RUSSIA
Mobile page views growth
5%
4%
Tablet
Phones
PC
91%
98%
2%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
35%
Apple
27%
25%
22%
30%
10%
10%
Samsung
Nokia
0%
01.2013
06.2013
01.2014
06.2014
79%
69%
Apple
Samsung
18%
13%
3%
01.2013
Asus
4%
06.2013
01.2014
06.2014
36
Transparency of the market as the main barrier for mobile advertising development
The mobile internet boom in Russia has been already present for quite a long time. Our research shows that in
June 2014 already 9% of all traffic was coming from mobile devices, which means 450% growth in comparison
to January 2011. Main mobile operators in Russia (MTS, Beeline, Megafon, Tele-2) are actively promoting the
popularity of mobile internet, providing for their customers good connection quality and great rates. Mobile
devices become more and more available, and for the user purchase of personalized portable device is often a
more effective investment in getting network access than purchasing a laptop or PC.
According to IDC data, within the 3rd quarter of 2013, Russia received nearly 2.71 million desktop and
laptop PCs. Comparing to the same period last year, PC market decreased by 30.7% in terms of units and by
23.9% in terms of money. Earlier this year, MTS published a study of mobile retail market and consumption
of telecommunications services in Russia in 2013. According to the study, the total mobile market in terms of
money amounted to 230.7 billion rubles. The monetary growth of Russian mobile devices market in 2013
slightly dropped to 12.2% (15.6% in the same period of 2012). The number of smartphones sold in Russia in 2013
reached 19.7 million - 54.2% more than in 2012.
From the advertisers' point of view, we observe a growing interest in mobile advertising, but at the moment
there is one important problem - the transparency of the market. Also some technical problems, which advertisers
experience quite often, can be highlighted. According to the Digital Insights, within 140 sites which are in the top
100 of Russian advertisers rated by AdIndex, mobile or adaptive version of web-sites amount only to 62, which
means that landing page is tailored only for PC. But advertisers from the automotive sector, telecom and
communication outlets are much better adapted to the new realities - nine out of ten sites have the needed versions.
It is worse in the Bank sector, HoReCa (hotels, restaurants, cafes) and retailers.
Mobile internet will make serious adjustments in the structure of advertising budgets, as for many companies it
will be greatly beneficial to use a personalized communication channel with users, and to have the ability to use
geo-targeting, displaying advertising messages. The internet is becoming more and more personalized also for
advertisers. In the first place comes the ability to properly and effectively build communication with each current
or potential customer. Mobile for such needs - the best option.
Anton Melekhov, Country Manager, Gemius Russia
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
4:00
6:00
Tablet Weekday
Tablet Weekend
1%
0%
0:00
2:00
4:00
6:00
8:00
37
SERBIA
2%
14%
Tablet
Phones
PC
84%
96%
4%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
38%
33%
30%
20%
Samsung
26%
16%
10%
9%
Nokia
LG
4%
0%
01.2013
06.2013
01.2014
06.2014
64%
53%
Apple
Samsung
22%
17%
6%
01.2013
Asus
8%
06.2013
01.2014
06.2014
38
The year of mobile, in the full meaning of the word, will not happen before 2015
Large increase of mobile traffic in Serbia during the recent years is followed by theoretically large
growth of mobile advertising budgets in percentages (200% YOY 2012 vs. 2011; 150% YOY 2013 vs.
2012), but in reality absolute mobile ad spend numbers are still quite small, making undeservingly low
part of the total online ad spend.
On the other side, investments that most of the publishers made in keeping the pace with the mobile
trends development are significant, and publishers are now looking for ways to get a return and make
mobile based profit.
At this stage of development, we can say that the year of mobile has come only partially (in the terms
of traffic and technology development), but not yet completely (in terms of monetization). Having
current trends in mind, it is very likely that the year of mobile, in the full meaning of the word, will not
happen before 2015.
Milan Kovaevi, Country Manager, Gemius Serbia
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
39
SLOVAKIA
The future of mobile internet is in the hands of
providers and producers of devices
4%
13%
Tablet
Phones
PC
83%
98%
2%
0%
36%
30%
30%
20%
Samsung
21%
17%
10%
14%
Sony
Apple
8%
0%
01.2013
06.2013
01.2014
06.2014
48%
43%
26%
21%
3%
01.2013
14%
06.2013
01.2014
Apple
Samsung
Prestigio
06.2014
40
More than 1.2 million users visited websites from mobile devices in June 2014
Mobile internet in Slovakia is a very fast growing trend. People are willingly switching from classical
to mobile devices, which proves that 16% of all page views generated on websites measured by
AIMmonitor research (gemiusAudience) in Slovakia comes from mobile devices: 12% from mobile
phones and 4% from tablets. This is a relatively high number in the CEE region (4th place after Croatia,
Serbia and Lithuania). The number of users visiting websites included in research from mobile devices has
exceeded 1.2 million in June 2014, which means almost 35 thousand new users in comparison with May.
Slovak internet users are generating by mobile phones and tablets nearly 275 million page views in a
month and the highest number of page views was reached in categories: Social media, News portals and
Homepages of portals. The highest share of mobile page views compared to traffic from PC is noted
in two categories: Services, Maps, Travel schedules as well as Sport, where almost one third of page
views is generated by mobile devices. Mobile internet users spend most time on Dating websites
(4.5 hours per month), which is about 1.5 hours more than the time spent on the category which
took the second place: Home pages.
ubo Ivani, Country Manager, Gemius Slovakia
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
41
SLOVENIA
4%
7%
Tablet
Phones
PC
89%
99%
1%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
47%
48%
40%
Samsung
30%
Apple
20%
16%
16%
10%
0%
13%
11%
01.2013
06.2013
01.2014
Sony
06.2014
67%
54%
Apple
Samsung
33%
24%
4%
4%
01.2013
Asus
06.2013
01.2014
06.2014
42
14%
12%
10%
8%
6%
4%
2%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
43
TURKEY
Turkey go mobile
We have 9,5% mobile penetration, 51 mio 3G user and more than 26 mio mobile broadband user in
Turkey.4 According to the research conducted by Millward Brown in Turkey, users spend 132 minutes on mobile
in Turkey and 40% use 2 screens at a time. Even though penetration and time spent on internet is that high,
the medium can not get a proportionate share from the advertisement spendings; according to IAB Adex
report, the share digital gets from ad spendings is only 4% of total. The reasons lying behind this low share may
be the advertisers not yet using the mobile destinations effectively as well as their not being familiar with the
ad formats eligible to the nature of mobile.
If we talk about the global data of trends and formats that will help grow the medium; in 2013, 53% of the
mobile data traffic has come from video and it is expected that this ratio would rise up to 69% in 2018. Parallel
to this, mobile video ads are increasing... There expected an increase of 84% in mobile video as spendings
in 2015.
The applications notifications at smartphone and tablets, native ad applications such as advertorial,
sponsorships intergrated into site content and proximity marketing, integrated ad display with SKD code will
have an important role on the growth of the medium.
Also, I believe that multiscreen advertisement will help the medium to get the deserved share.
Rima Erdemir, Board Member and Marketing Council Chair, IAB Turkey
44
2%
12%
Tablet
Phones
PC
86%
100%
0%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
50%
40%
Samsung
38%
Apple
30%
20%
26%
21%
23%
10%
0%
Nokia
12%
01.2013
06.2013
01.2014
06.2014
87%
75%
80%
Samsung
60%
40%
20%
0%
Apple
19%
8%
1%
01.2013
Asus
2%
06.2013
01.2014
06.2014
45
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
8%
7%
6%
5%
4%
3%
2%
1%
0%
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
46
UKRAINE
Mobile page views growth
2%
3%
Tablet
Phones
PC
95%
99%
1%
0%
Source: gemiusRanking, Jan. 2011 - June 2014
50%
40%
30%
20%
10%
0%
42%
40%
Apple
24%
22%
Samsung
18%
01.2013
Nokia
12%
06.2013
01.2014
06.2014
47
Recent events in Ukraine have strongly influenced the consumption of online content in general
Not only measuring the number of mobile audience is important, but also its socio-demographic profile.
For sure, mobile audience differs from the PC one, so ad messages for this group should be more
"personalized". Defining the socio-demographic profile of mobile audience will help to plan advertising
budgets.
Lately, big portals in Ukraine have started their preparation for mobile traffic growth and mobile
advertising sales they launched mobile versions of websites and developed applications. However,
in order to get more of advertisers' interest in the mobile ads, the majority of publishers of the market
should develop their business in this direction. Fortunately, this process has already begun and
appropriate transition is just a matter of time.
Meanwhile, recent events in Ukraine have strongly influenced the consumption of online content
in general. The share of news consumption increased significantly both on PC and mobile devices.
Ukrainian internet users go to bed and wake up with a mobile devices, day starts and ends with
watching or reading the news. But the effect on the mobile advertising market, which can be caused
by the controversial situation in Ukraine, is still hard to predict.
Lesya Prus, Country Manager, Gemius Ukraine
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
8:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
Phone Weekday
Phone Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
Tablet Weekday
Tablet Weekend
8%
7%
6%
5%
4%
3%
2%
1%
0%
0:00
2:00
4:00
6:00
8:00
48
METHODOLOGICAL NOTE
GemiusRanking service, which is a collection of 22 websites presenting data based on Gemius
internet sites traffic measurement conducted in Belarus, Bosnia & Herzegovina, Bulgaria, Croatia,
Czech Republic, Denmark, Estonia, Hungary, Latvia, Lithuania, Macedonia, Moldova, Poland, Portugal,
Romania, Russia, Serbia, Slovakia, Slovenia, Turkey, Ukraine, as well as the MENA region. The study
includes rankings of browsers, search engines, operating systems, mobile devices and online population
preferences in terms of technical parameters of the tools they use to browse the Web (screen resolution,
color depth, or Flash version). The measurement excludes in-app traffic.)
gemiusDirectEffect is a third-party quantitative study. Tracking scripts embedded in the codes
of the campaign's creatives and on website are responsible for monitoring impressions, clicks on
the creatives and visits. The system is able to track in-app advertisements. It can also optionally
serve creatives which allows advertisers and agencies to optimize their advertising campaigns in
real-time.
AUTHORS
Natalia Pomiska, Asta Smagurauskaite, Elina Platonova, Olena Gadzhuk
GEMIUS EXPERTS
Anton Melekhov, Country Manager, Gemius Russia
Gza Ambruszter, Country Manager, Gemius Hungary
Gregor Nisavic, Country Manager, Gemius Slovenia
Gryta Balseryte, Regional Manager for Lithuania and Latvia , Gemius Baltic
dil Kesten, Country Manager, Gemius Turkey
Joanna Skierska, Country Manager, Gemius Poland
Josef Richtr, Research Manager, Gemius Czech Republic
Lesya Prus, Country Manager, Gemius Ukraine
Linda Egle, Country Manager, Gemius Latvia
ubo Ivani, Country Manager, Gemius Slovakia
Milan Kovaevi, Country Manager, Gemius Serbia
Paap Peterson, Country Manager, Gemius Estonia
Vesna Gordon, International Sales & Marketing Director and Member of the Board of Directors,
Gemius
Vibor Kalogjera, Country Manager Croatia and Bosna & Herzegovina, Gemius
Victor Avram, Country Manager Romania & Moldova
Yordanka Blazheva, Account Manager, Gemius Bulgaria
MARKET EXPERTS
Anton Kopytov, CEO Ukraine, Belarus, Moldova, GroupM
Bojan Rendulic, Managing Director, Initiative FB
Bora Baman IAB Turkey Education Committee Member
Cosmin Otel, Digital Strategy Director, Initiative Romania
Darko Buldioski, Founder & CEO, New Media Agency, Macedonia
Dorel Samoila, Vice CEO, VivaKi Moldova
Elena Pikunova, Director, Sales & Product Marketing, Opera Media Networks
Ilja Olijevskis, Head of Digital, Mediacom
Kornelia Boiadjieva, Digital Account Executive, Universal Media, Bulgaria
Liis Ristal, Advertising Director, Postimees
Marek Zmenk, Vice Director, Mediaresearch Slovakia
Martin Cooper, Mobile Phone Inventor
Mtys Dob, Telekom Hungary, Head of Product Development
Mikhail Doroshevich, Online Media Consultant and Contractor, e-belarus.org
Nikola Peshev, Digital Manager, New Moment Agency, Macedonia
Pavel evera, Project Coordinator, SPIR/IAB Czech
Riardas Baltaduonis, Managing Director at Lrytas.lt
Rima Erdemir, Board Member and Marketing Council Chair, IAB Turkey
Saa kori, Digital Manager, Omnicom Media Group Croatia
Sergej Skorohoda, CEO, Marketing.by project
Tomas erkasas, Account Manager, iProspect
Tomasz Woniak, co-owner and CEO, Future Mind
Volkan Bier, IAB Turkey Technical Board Member and the CEO of Mobilike
Zoran Savin, CEO, Mojedelo.com
Gemius Bulgaria
58 Bulgaria Blvd.
1680 Sofia
phone: +359 2 489 69 23
contact@gemius.bg
Gemius Croatia
Grada Vukovara 254
10 000 Zagreb
phone: +385 1 466 7321
contact.hr@gemius.com
Gemius Estonia
Rvala 6-405,
10143, Tallinn
phone: +372 6988 240
contact.ee@gemius.com
Gemius Hungary
Szputca 5. I. emelet / 2.
1053 Budapest
phone: +36 1 797 50 30
contact@gemius.hu
Gemius Lithuania
Gedimino av. 50/2,
LT-01110 Vilnius
phone: +370 5 249 6766
contact.lt@gemius.com
Gemius Latvia
ertrdes 66-43,
LV-1009, Rga
phone:+371 67 244 019
contact@gemius.lv
Gemius Romania
12 Semicercului Street, 3rd floor
1st District, Bucharest,
phone: +402 132 33 523
contact@gemius.ro
Gemius Poland
ul. Postpu 18B
02-676 Warszawa
phone: + 48 22 390 90 90
contact@gemius.com
Gemius Serbia
Prote Mateje 48
Belgrade, SERBIA
phone:+381 11 344 29 82
milan.kovacevic@gemius.com
Gemius Russia
. , . 15
123242, .
phone: +7 926 166 77 02
contact@gemius.ru
Gemius Slovenia
Gospodinjska ulica 8
1000 Ljubljana, SLOVENIA
phone: +386 40 553 403
contact.si@gemius.com
Gemius Slovakia
Kutuzovova 5/A,
831 03 Bratislava 3
phone: +421 (2) 5363 0396
contact@gemius.sk
Gemius Ukraine
Franko Street 42 , of.11
Kiev 01030
phone: +38 (044) 234 52 65
contact@gemius.com.ua
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