Transcript With graphical references to blogs and Myspace

BG and LV: will the development path
be similar?
Lauris Lietavietis, DELFI
May, 2008
LV MARKET STRUCTURE
Websites
Agencies
Worldwide networks
Networks/
brokers
Currency
Flat fee
Advertisers
Finance
Automotive
Technology
Mobile
Airlines
LV/BG comparison
Population (mill.)
Territory (m2)
GDP/capita (USD)
LV
2,2
64589
18103
BG
7,64
110910
11904
IU (mill.)
Int. Penetration
Adv., 07 (mill. EUR)
Adv. spending per capita
Int. adv., 07 (mill. EUR)
Int. Share (%)
Int. spending per IU
LV
1,07
47,40%
133,67
58,88
8,38
6,3
7,82
BG
2,2
30%
247
32,33
6,4
2,6
2,91
During the increase in Internet penetration, which should
move on, at one point internet will be perceived as more
important component in the media mix, and advertising
budgets on the Internet should increase rapidly. (40%???)
Measurements
Used now for Internet planning
TNS user centric
surveys
gemiusAudience – pop
up panel
Free counters
TNS metrix – site centric
measurement system
Summer, 2006
Used now for Internet planning
TNS user centric
surveys
gemiusAudience – pop
up panel
Free counters
TNS metrix – site centric
measurement system
Summer, 2006
gemiusAudience advantages
Agencies
Internet media
•Advanced, easy analysis
•Wide coverage of media
•Possibility for smaller sites to be in the data
accepted by media agencies
•Everyday analysis of site performance in
gemiusTraffic
•Possibility for bigger players to get
advanced data about the sites sections and
their usage, thus optimizing advertising in
them
•Competitor analysis and segmentation
Age: 45+
Occupation: higher level manager
Age: 15-24
gemiusAudience effect
No revolution, but evolution
Market becomes wider
Push to smaller players
Current trends
We want “something
special”, creative,
interesting, not
banners
HOWEVER
There is no such thing as the
‘digital consumer’. There is no
great mystery about how they
think and what they want.
These consumers are doing
exactly what people have
been doing for thousands of
years – communicating with
each other. The fact that
technology is enabling them
to communicate with each
other faster and over distance
is being perceived as
something unique and
extraordinary that needs to be
controlled and pinned down.
Internet advertising has definitely
become more creative,
interesting and involving
More advertising in
context
More ways of showing ads
(capping, surround etc.)
More are used various campaign
analysis tools by media agencies
With graphical
references to blogs
and Myspace the
Heidies began the
2.0 hunt for 15 MB
of fame.
Heidies 15 MB of fame – Cannes Cyber Grandprix
Thank you very much!
[email protected]