Digital Market Overview 2014
description
Transcript of Digital Market Overview 2014
D I G I T A L
MARKET
O V ERV I EW
2014
STRU C TURE
WORLD
01
INTERNET FACTORS COMPARISON
UKRAINE ON THE MAP OF EUROPE
MEDIA CONSUMPTION TRENDS
MEDIA GIANTS BATTLE
UKRAINE
02
WORLD
I N T E RN E T F A C T ORS C OMPAR I S ON
UKRAINE OVERTAKES
THE WORLD AVERAGE
PENETRATION INDEX
BECOMES CLOSER TO
THE DEVELOPED WORLD
I N T E RN E T P E N E TRAT I O N
2014:
78%
DEVELOPED
40%
WORLD
32%
DEVELOPING
DEVELOPED COUNTRIES WORLD DEVELOPING COUNTRIES UKRAINE
4%
23%
43%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
UKRAINE OCCUPIES
A MIDPOSITION
EUROPEAN LEVEL
IS JUST NEXT DOOR
UKRA I N E D I G I T A L C APA C I T Y
UKRAINE:
69%
URBAN POPULATION
43%
INTERNET POPULATION
27%
SOCIAL NETWORKING
PENETRATION
URBAN POPULATION INTERNET POPULATION SOCIAL NETWORKING PENETRATION
GLOBAL UKRAINE EUROPE
WORLD
UKRA I N E O N T H E
MAP O F E UROPE
UKRAINE TAKES
THE 9TH
PLACE
GREAT OPPORTUNITY
TO CONNECT UKRAINIAN
CITIZENS TO THE WEB
TOP 1 0
EUROPEAN C OUNTR I E S B Y I N T ERNET US ERS
9,8М
17,9M
19,0M
15,0M
# OF INTERNET USERS IN UKRAINE
DIFFERENT SOURCES – DIFFERENT FIGURES
PENETRATION ACCORDING TO “WE ARE SOCIAL”
THE GREATER
INVESTMENTS IN DIGITAL
=
THE MORE REWARDS
TODAY ONE INTERNET
USER ACCOUNTS FOR
~ 13 USD OF DIGITAL
INVESTMENTS
TOP 1 0
EUROPEAN C OUNTR I E S B Y I N T ERNET US ERS
DIGITAL SPENDING,
BLN $
# OF INTERNET
USERS ROMANIA
UKRAINE
POLAND
SPAIN
ITALY
NETHERLANDS
FRANCE
RUSSIA
GERMANY
UK
=
=
BY INTERNET AUDIENCE
BY $ SPENDING PER USER
BUBBLE SIZE = $ SPENDING PER ONE INTERNET USER
BY DIGITAL AD REVENUE, 2013
#6 OUT OF TOP
HUGE POTENTIAL
FOR DEVELOPMENT
UKRA I N E O N T H E MAP O F E UROPE
TERRITORY
#2
MOBILE USERS POPULATION SM USERS INTERNET USERS
#6 #7 #7 #9
UKRAINE
MED I A C O NSUMPT I O N T R ENDS
INTERNET
CONSUMPTION
DOUBLED
FOR THE LAST 5 YEARS
I N T E RN E T . WEEK LY C O NSUMPT I O N
ACTIVE DAY TIME
(FROM 7:00 TILL 23:00)
IS SPENT BY UKRAINIAN
CONSUMER IN THE
INTERNET 4.4 4.7
6.0
6.9
7.6
8.6
2009 2010 2011 2012 2013 2014
HOURS 2014:
54% OF
x2
TRADITIONAL MEDIA
CONSUMPTION IS
FALLING DOWN
TV IS A LEADER
AMONG TRADITIONAL
MEDIA CHANNELS
TRAD I T I O N A L M ED I A . WEEK LY C O NSUMPT I O N
19%
3%
33%
42%
TV OOH RADIO PRINT
2009 2010 2011 2012 2013 2014
17.9
13.8
6.4
2.8 1.6
4.3
13.4
14.4
HOURS
MEDIA CONSUMPTION & MEDIA INVESTMENTS
INTERNET AS A MEDIA
CHANNEL NEEDS
ADDITIONAL MEDIA
INVESTMENTS
INTERNET OTHER MEDIA TV
20%
34%
18%
43%
SO WE HAVE BIPOLAR SITUATION
TV
INTERNET
old consumer habit
to have TV background while doing
something at home
essential part of life
for today’s consumer
OVER-ESTIMATED
UNDER-ESTIMATED
UKRAINE
MED I A G I A N TS BATT L E . T V V S I N T ERN E T
2002-2013
GFK UKRAINE
NIELSEN
RESEARCH
APPROACH
PEOPLE-
METER
PEOPLE-
METER
MEASUREMENT
TECHNOLOGY
SIGNAL
FREQUENCY
VOICE
GEOGRAPHY
ALL UKRAINE
SAMPLE
2 540
3 740
AUDIENCE
HOUSEHOLDS WITH 1+ TV
INDIVIDUALS 4+
HOUSEHOLDS WITH 1+ TV
INDIVIDUALS 4+ 2014-2019 ALL UKRAINE
TV VIEWING ANALYSIS
STABILITY &
MONOPOLY OF THE
INTERNATIONAL
PLAYERS
SLIGHT IMPROVEMENT
IN MEASUREMENT
TECHNOLOGY AND
GROWTH IN SAMPLING
+ URL
+ TIME + HABITS
+ AGE
+SEX
+ REGION
FROM TO SITE-CENTRIC CONTENT-CENTRIC
INTERNET ACTIVITY ANALYSIS
SEVERAL PLAYERS
DEVELOP AND IMPROVE
RESEARCH APPROACH
TO GET IN-DEPTH
CONSUMER INSIGHT
I N T E RN E T & T V C O NSUMPT I O N
2 0 1 4 / 2 0 0 9 A M O N G D I F F E R E N T A G E G R O U P S
YOUTH 12-18 MIDDLE AGE 21-35 OLDER 45+
30%
67%
24%
91%
11%
165%
GROWTH OF INTERNET
CONSUMPTION AMONG
ALL AGE GROUPS
RAPID SWITCHING OF TV
VIEWERS TO INTERNET
INTERNET TV
81 78
17
38
119%
I N T E RN E T & T V C O NSUMPT I O N
2 0 1 4 / 2 0 0 9 A M O N G T V H A V Y V I E W E R : E V E R Y D A Y W A T C H I N G
% OF PEOPLE
5%
LOW TV PRICE IN
COMPARISON WITH THE
WORLD TENDENCY
WORLD CENTRAL
EUROPE
RUSSIA NORTH
EUROPE
WESTERN
EUROPE
UKRAINE
89.9 88.6 86.3
65.7
59.5
14.0
CPT, UAH
WHAT IS A SECRET OF TV SUCCESS IN UKRAINE ?
WHAT IS A SECRET OF THE INTERNET IN UKRAINE ?
PRECISE
TARGETING
TV PLANNING APPROACH INTERNET PLANNING APPROACH
PLANNING
TARGET
AUDIENCE
WHAT IS A SECRET OF THE INTERNET IN UKRAINE ?
LOWER CPT IN
COMPARISON WITH TV
ONLINE VIDEO WITH TARGETING, ₴
20-45 20-45
DIRECT TV, ₴
~ 1 500
~ 2 500
~ 1 600
~ 3 500
* # OF TRP'S CORRESPONDS TO EFFECTIVE TV & INTERNET REACH 1+
AND AS A RESULT
DIGITAL DRIVES GAINS
WILL ACCOUNT FOR OVER 25%
OF GLOBAL MEDIA ADS THIS YEAR
AGENCY FORECAST OF DIGITAL AD SPENDING SHARE
DIGITAL BECOMES
MORE APPROPRIATE
AS A COMMUNICATION
PLATFORM FOR
ADVERTISERS
21%
23% 26%
28% 30%
2012 2013 2014F 2015F 2016F
GLOBAL EUROPE UKRAINE
2012 2013 2014F 2015F 2016F 2012 2013 2014F 2015F 2016F
24% 26%
28% 30%
32%
7%
18%
22%
24% 25%
C O N T A C T S :
+ 3 8 0 4 4 3 9 0 5 8 5 5
I N F O @ M E D I A H E A D . C O M . U A