Internet markets in Baltics' Similarities and differences between Baltic countries

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Internet markets in Baltics. Similarities and
differences between Baltic countries
Egidijus Sirvydis Director Adnet Lithuania
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Agenda

• Internet markets in Baltics in numbers
• Internet users
• Money
• Websites
• Internet advertising go mobile.

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Internet markets in Baltics in numbers Internet
users
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Internet users in Baltics ()
Source TNS Media Intelligence. Estonia TNS
Emor Latvia TNS Latvia Lithuania TNS Gallup
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Internet users in Baltics (number of users)
Estonia- users in age group 6-74 Lithuania,
Latvia- users in age group 15-74
Source TNS Media Intelligence. Estonia TNS
Emor Latvia TNS Latvia Lithuania TNS Gallup
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Internet users in Baltics ()
Penetration is 47 (from total 5.6 Mio
inhabitants 15-74 y.o. in Baltics)
In Baltics for young people Internet has become
an essential part of daily routine practically
all people aged 10-24 are using Internet and
every second person in this age-group is a daily
Internet user.
Source TNS Media Intelligence. Estonia TNS
Emor Latvia TNS Latvia Lithuania TNS Gallup
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Internet users

• Similarities
• Fast growth of internet users
• Similar user profile
• Huge (gt 90) penetration of internet between
  youth

• Differences
• Very big penetration and usage of internet in
  Estonia (more than 60 in general audience)

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Internet markets in Baltics in numbers Money
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Advertising market in Baltics
Baltic total advertising market 319,5 million
EUR in 2006
Source TNS Media Intelligence. Estonia TNS
Emor Latvia TNS Latvia Lithuania TNS Gallup
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Advertising market in Baltics
Growth of internet expenditures neto in EUR
Total internet advertising market in Baltics will
be 20 mln. EUR in 2007
Source TNS Media Intelligence. Estonia TNS
Emor Latvia TNS Latvia Lithuania TNS Gallup
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Advertising market in Baltics
Growth of internet advertising market in 2007 1st
half vs. 2006 1st half
Source TNS Media Intelligence. Estonia TNS
Emor Latvia TNS Latvia Lithuania TNS Gallup
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Advertising market in Baltics
Source TNS Media Intelligence. Estonia TNS
Emor Latvia TNS Latvia Lithuania TNS Gallup
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Money

• Similarities
• Internet fastest growing media in all Baltic
  markets

• Differences
• Estonia 2007 1st half internet advertising, with
  8 of market, has bigger share of the market
  than radio and outdoor!
• Biggest share of market has TV in Lithuania and
  Latvia. But in Estonia biggest share has
  newspapers.

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Internet markets in Baltics in numbers Websites
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Biggest websites according visiting - september

• No united measurement system in the market
• No reliable data about international websites
  visiting (google.com, youtube.com, etc.)
• Dominated pricing model Flat Fee.
• No possibilities to measure real effect of
  campaigns in delfi.ee, postimees.ee, because they
  dont accept third part technologies

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Biggest websites according visiting - september

• No united measurement system in the market
• No reliable data about international websites
  visiting (google.com, youtube.com, etc.)
• Dominated pricing model Flat Fee.
• No possibilities to measure real effect of
  campaigns in draugiem.lv, delfi.lv, one.lv,
  tvnet.lv, because they dont accept third part
  technologies

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Biggest websites according visiting - september

• Gemius audience counts almost all most popular
  websites in Lithuania
• But no reliable data about international websites
  visiting (google.com, youtube.com, etc.)
• Mostly used pricing model CPM. Except delfi.lt
  and one.lt, which use Flat Fee. Also CPC
  available in some websites in some positions
• Almost all websites, except delfi.lt, accept
  third part technologies

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Websites

• Similarities
• In all markets no reliable data about
  international websites visiting (google.com,
  youtube.com)
• No possibilities for clients to get whole, united
  statistic of campaigns effectiveness, because
  main websites dont accept third part
  technologies
• In all countries structure of most popular
  websites more less the same social networks,
  news websites, classifieds

• Differences
• Only in Lithuania one internet research (Gemius
  audience) data about almost all main players in
  the market. In Estonia and Latvia still no whole
  view
• In Estonia leading search engine is local
  neti.ee, not google.com

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Internet advertising go mobile.
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• Admobi places advertising banners into carefully
  selected Lithuanian mobile internet (WAP) sites
• In Lithuania there are more than 1,2 million
  subscribers of mobile internet
• In Admobi.lt network there are 6 categories of
  sites (including 38 sites and still growing)
• Sites of mobile operators
• News, information, business
• Communication, communities
• Entertainment, leisure

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How looks advertising in
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Statistics in
Number of impressions growing every month.
September has over 108 million impressions
Chart shows number of clicks per month
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Conclusions
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Conclusions

• Baltic internet advertising markets develops very
  fast
• In all countries, internet is fastest growing
  media
• In all countries structure of most popular
  websites more less the same social networks,
  news websites, classifieds
• In Lithuania launched project of mobile ads

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Thank you! egidijus_at_adnet.lt