COMPARISON OF THE SPENDINGS ON ONLINE AND OFFLINE ADVERTISING IN HUNGARY AND THE CEE REGION

1
COMPARISON OF THE SPENDINGS ON ONLINE AND
OFFLINE ADVERTISING IN HUNGARY AND THE CEE REGION
20-21 November 2007
linked by isobar
www.kirowski.hu
2
2 600 professionals 92 offices 37
countries
Americas
EMEA
APAC
AnorakDigital
3
CEE
4
NIGHTMARE
5
Worldwide online 2010 10 CEE is booming
6
(western) Europe online marketing spending double
2006 2012EUR 16 billion 18 of total ad
spending
7
(No Transcript)
8
(No Transcript)
9
CEE internet penetration 2007 12 - 64Europe
40, EU 54
10
Online advertising CEE 0,3 - 7,8 ( of total
ad expenditure 2007)
11
Penetration/Online advertising Ratio hunt for
consumers smaller better
12
2007 400 Million EUR
2006 250 Million EUR
13
HUNGARY
14
?
15
(No Transcript)
16
10 million people, 3,4 million online, 80
broadband access Online penetration 40
(2007,15)
17
Online 2007 56 million EUR (7,8) Total ad
spending 2007 710 million EUR

• Display 73
• Search 8
• Direct 5
• Listing 15

• Mobile, telco
• Banking
• Automotive
• FMCG

18
Growth of online advertising in Hungary 14 of
ad spendings in 2010
Kirowski estimation
19
Search marketing (mainly PPC) is key driver
Kirowski estimation
20
Search vs display
Kirowski estimation
21
TOP sites, advertisers 2007

• TOP publishers

• TOP advertisers
• (100-400 growth, 2007J-S/2006J-S)

22
(No Transcript)
23
(No Transcript)
24
(No Transcript)
25
Trends
Everything is changing
To find something comparable, you have to go
back 500 years to the printing press, the birth
of mass media ... Technology is shifting power
away from the editors, the publishers, the
establishment, the media elite. Now its the
people who are taking control
26
Brands need to extend from buying time to
creating time
27
Brands that win will be those whose consumers
tell the best stories
28
This is not the end. It is not even the
beginning of the end. But it is, perhaps, the
end of the beginning
29
THANK YOU!peter.novak_at_kirowski.hu