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The Future of Online Digital Marketing 2012 -2015

If you are looking for the trends in digital marketing, OTV came with nice video presentation of the near future:

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Infographic: The Russian Internet In Numbers And Figures

Posted by Martin Kovac | Posted in CEE, Online advertising | Posted on 18-06-2012

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Russian internet is Europe`s fastest growing online market. Russian giants such as Yandex and Mail.ru Group are well known also in the western countries.

TheRunet, a blog dedicated to news and analysis on the Russian Internet Industry came with infographic about Russian Internet in Numbers & Figures.

  • Russia has 57.8 million monthly internet users.

  • Total online ad spending reached 1 billion Eur in 2011, 60.9% generated by search ads.
  • Romanian Media Landscape: Internet is Behind TV in Ad Spend

    Posted by Martin Kovac | Posted in Advertising, CEE | Posted on 14-06-2012

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    Romanian media agency Media Fact Book, came with ad spending estimation for 2012. Total ad spend will probably drop by 6 million to 303 million Eur. TV still remains the strongest medium with 64.7% share.

    Internet became the second strongest medium accounting for 11% in 2011. If predictions are correct, Internet should surpass 40 million Eur this year.

    More information can be found in Media Fact Book 2012.

    European Search Awards 2012

    Posted by Martin Kovac | Posted in CEE, Online advertising, SEM | Posted on 24-04-2012

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    With a lot of joy I promote this wonderful European activity of Manual Link Building, SEMPO, SEOhosting and SAScon.

    They are launching the European Search Awards, an international competition celebrating the very best in SEO, PPC and digital marketing from across Europe.

    There are 17 free to enter categories for campaigns, software, use of search. I`m very proud to be one of the members of the judging panel.

    The timetable for the awards is:

  • 4th of May – Deadline for all entries
  • 16th of May – Judging session
  • 21st of May – Shortlists announced
  • 5th of July – Awards ceremony
  • I encourage everyone to participate.

    Most Popular Display Ad Formats in CEE

    Posted by Martin Kovac | Posted in CEE, Display advertising, Online advertising | Posted on 04-01-2012

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    Gemius prepared a periodic report called gemiusAdMonitor. It presents a ranking of the most popular online ad formats and a wide range of indicators for display campaigns in the Czech Republic, Hungary, Poland, Slovakia.

    What can be found in a standard gemiusAdMonitor report?

  • Most often used ad formats
  • Average number of impressions per creative for given ad formats
  • Average number of clicks per creative for given ad formats
  • Average CTR for most often used ad formats
  • Share of campaigns using specific ad formats
  • Share of campaigns by sectors
  • Share of ad impressions by sectors
  • Share of ad clicks by sectors
  • Average CTR for specific sectors
  • Average number of ad impressions per campaign by specific sectors
  • Average number of ad clicks per campaign by specific sectors
  • Most often used ad formats by sectors
  • PPC Networks in Central and Eastern Europe

    Posted by Martin Kovac | Posted in CEE, Online advertising, PPC advertising | Posted on 03-01-2012

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    Dispelling the myth


    Despite the fact that the Central and Eastern Europe is a large and emerging market with regards to PPC Networks, there is still for some reason, a fear of these networks based on people’s bad experience’s in the past. Most of the fears are not really justified. As I am sure most of you are aware fraudulent clicks and such like is not something that can be blamed solely on CEE country’s, it is a wide spread problem within the industry that is slowly being solved.

    In this article we will cover just 9 CEE country’s. Slovakia, Poland, Hungary, Czech Republic, Romania, Bulgaria, Austria, Croatia and Serbia and the networks that cover these country’s.

    The general state of the Pay Per Click networks in these country’s is both good and improving and even though Google of course is the big boy, he is not a big as you think. With the language barriers, it has meant that there was space for others to join the search market.

    In the Czech Republic for example (The most mature PPC market in the region) besides Google you also have Seznam (search and context), and Etarget (context) , Facebook (context). The CZ market has a good growth of 10-15% , whereas it’s neighbor Slovakia has even better estimated growth of 15-20%, this is mainly due to Google, plus the growing impact of Facebook and some good product innovations on the part of Etarget.

    In Slovakia Etarget is without a doubt the biggest player when it comes to PPC (Local context) networks. But of course there are also a number of small players out there doing there part.

    As for Poland, which is the biggest market in the region, it will also look forward to growth in the region of 10-15%. The big players in Poland are Google, Adkontect, Facebook, Business click, and ARBO/smartkontext plus Etarget, which is slowly pushing it’s way into the Polish market. If on the other hand we head south and cross the Danube into Austria, we find a market place with high volume (360 MIL Eur 2010).

    PPC market in Austria is represented by Google (Search and Context), Ligatus (PremiumNet contextual network), Etarget (contextual), and Plista (Contextual PPC).

    The Bulgarian online market continues to grow at a rate of around 20-35% per year and even though the market is relatively consolidated on the side of the publisher, it is not on the side of the advertising. The infrastructure for advertisers is not standard, meaning that agencies tend to spend their money through an aggregator and not directly with the publishers. PPC in Bulgaria is represented by Google, Etarget, Facebook, Easy trader and Httpool, on top of these are also a few up and coming networks.

    On the other hand in Hungary the online advertising market, with it’s overall growth of around of 7-15%, and a 16% share in total advertising spending, used over 100 Mil Eur on online spending in 2010. The local Hungarian PPC market is represented by Google (search), Etarget (context), Facebook (context) and CT Network (as a very minor context network). Estimated PPC market growth is in range 10-15%. Etarget is unquestionably the dominant contextual PPC network on the market.

    Croatian online market is achieving bigger importance in the media and has a good mix of companies. The structure of the market has been become more standard in the past 2-3 years. Total online spending (according to IAB) was EUR 18,1 million in 2010. Growth of the market is expected to be around 15-25% in 2011. Google is the key search player and has a visible context network on the Croatian PPC market, while Etarget is a strong context PPC provider, Facebook is gaining ground and XClaim is the local intext PPC provider.

    As for Serbia, well online advertising is still weak but rapidly growing around 30-40% over the past 4 years. The structure of the market has become a little more standard in terms of infrastructure. In the past 2-3 years major agencies have created digital departments, e-shops have become a standard distribution channel. The local IAB branch was created . The Serbian PPC market consists of Google ( search and partially context), Etarget (key context PPC player), Facebook (contextual PPC player), and Httpool (PPC and display player).

    Romania’s online market has been subject to frequent changes on the media side (changing ownership, changing networks). But this will eventually lead to a more transparent structure which will be good for everyone in the long run. It is still a fast growing market, up in the 25-35% range regarding yearly online spending growth. The importance of standard media agencies is not so strong here as it is in other markets. The Romanian PPC market is populated by Google (key search player and partially context), Etarget (context PPC player), Facebook (growing contextual PPC player), Arbocontext (intextPPC) and few small single publisher solutions such as Neogen, Beyond interactive andTraficdublu.

    As you can see the state of the PPC market in CEE is alive and well and doing very nicely. This is still a growing market and with at least 35 mil English speaking people buying online, it is without a doubt the potential market place for advertisers in the next couple of years. It is an ideal market for western EU e-shop’s to be displaying there goods.

    Online Ad Spending in CEE

    Posted by Martin Kovac | Posted in CEE, Online advertising | Posted on 14-12-2011

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    Marta Klepka, International Marketing Director from Gemius, shared her presentation from webit conference, which was held in Sofia:
    Do You CEE? The internet and online advertising market in Central and Eastern Europe.


    As you can see on the first screenshot, Russia is the clear leader in online ad spending, followed by Poland and the Czech republic. I was surprised to see Turkey on the fourth place as they have almost 25 million internet users, which is double of the total Czech population!


    If we take into consideration online ad spends per internet user in CEE, Czech republic is clear leader. Hungary, Slovenia, Poland and Slovakia are far behind the Czech market.

    You can download full presentation on the Gemius website.

    What is the Share of Eastern Europe on World Online Ad Speding?

    Posted by Martin Kovac | Posted in Advertising, CEE | Posted on 14-10-2011

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    Eastern Europe, according to eMarketer, accounts for 2.7% of world online ad spending in 2010.

    North America will continue to draw the greatest share of online advertising spending of any region, with over 40% of the worldwide total. Western Europe’s share of online spending will decline as emerging markets in Asia-Pacific, Latin America and Eastern Europe up spending.



    Source: eMarketer

    What are the Most Popular Browsers in CEE?

    Posted by Martin Kovac | Posted in CEE | Posted on 24-08-2011

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    Is Firefox still dominant browser in Central and Eastern Europe? Or is Chrome catching up? Those questions can be answer by Gemius.

    As we can see on the second chart, Firefox has a stable market share around 45%. It looks users are more and more inclining to switch Internet Explorer for Chrome. In one year from now, Chrome might fight with Firefox for the most popular web browser in CEE.



    Source: Measure the web

    Display Advertising Strikes Back in Europe

    Posted by Martin Kovac | Posted in CEE, Display advertising | Posted on 09-06-2011

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    Display advertising enjoyed growth rates of 20% or more in many markets – both emerging and mature – during 2010. Above average growth rates were experienced in Ireland (31%), Spain (30%) and Russia (27%).

    According to figures just released by IAB Europe that show a revival in digital Display in 2010. With an average growth rate of 21.3%, Display overtook Search advertising as the fastest growing online ad format in Europe.

    Search, which has been the catalyst of online advertising growth in recent years, increased 15.1% in the same period across the 25 markets measured.

    The markets with the highest online adspend in the report are UK, Germany, France, Netherlands, Italy and Spain (in that order). Together they account for 74% of the total online advertising market.

    Central and Eastern Europe (CEE) markets now represent 9.8% of the total.

    Infographic: State of Internet in Central and Eastern Europe

    Posted by Martin Kovac | Posted in CEE, Online advertising, Study | Posted on 29-03-2011

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    Gemius in coopeation with IAB Europe, has recently released the second “Do you CEE” report.

    This report, apart from the up-to-date data from 15 CEE markets, is enriched with the detailed studies of the online reality in 2 additional countries – that is Belarus and Turkey.

    For those of us, who are too lazy to read 250 pages, has my colleague Jakub Ptacin prepared nice infographic: