20-21 November 2007
COMPARISON OF THE SPENDINGS ON ONLINE AND OFFLINE ADVERTISING IN HUNGARY AND THE CEE REGION
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2 600 professionals 92 offices 37 countries
AnorakDigital
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2 20-21 November 2007
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Online-offline advertising in Hungary&CEE
CEE
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3 20-21 November 2007
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Online-offline advertising in Hungary&CEE
NIGHTMARE
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4 20-21 November 2007
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Online-offline advertising in Hungary&CEE
Worldwide online 2010
~10% CEE is booming
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5 20-21 November 2007
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Online-offline advertising in Hungary&CEE
(western) Europe online marketing spending double 2006 – 2012 EUR 16 billion = 18% of total ad spending
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6 20-21 November 2007
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Online-offline advertising in Hungary&CEE
www.kirowski.hu
7 20-21 November 2007
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Online-offline advertising in Hungary&CEE
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8 20-21 November 2007
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Online-offline advertising in Hungary&CEE
CEE internet penetration 2007: 12% - 64%
Europe: 40%, EU: 54%
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9 20-21 November 2007
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Online-offline advertising in Hungary&CEE
Online advertising CEE: 0,3% - 7,8%
(% of total ad expenditure 2007)
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10 20-21 November 2007
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Online-offline advertising in Hungary&CEE
Penetration/Online advertising Ratio
hunt for consumers – smaller better
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11 20-21 November 2007
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Online-offline advertising in Hungary&CEE
2006
2007
250
Million EUR
www.kirowski.hu
12 20-21 November 2007
400
Million EUR
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Online-offline advertising in Hungary&CEE
HUNGARY
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13 20-21 November 2007
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Online-offline advertising in Hungary&CEE
www.kirowski.hu
14 20-21 November 2007
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Online-offline advertising in Hungary&CEE
www.kirowski.hu
15 20-21 November 2007
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Online-offline advertising in Hungary&CEE
10 million people, 3,4 million online, 80% broadband access
Online penetration 40% (2007,15+)
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16 20-21 November 2007
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Online-offline advertising in Hungary&CEE
Online 2007: 56 million EUR (7,8%)
Total ad spending 2007: 710 million EUR
│ │ │ │
Display Search Direct Listing
73% 8% 5% 15%
│ │ │ │
Mobile, telco Banking Automotive FMCG
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17 20-21 November 2007
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Online-offline advertising in Hungary&CEE
Growth of online advertising in Hungary
14% of ad spendings in 2010
800 700 600 500 400 300 200 100 0 2006 fact 2007 est. 2008 est. 2009 est. 2010 est. online market share
16,0% 12,0% 10,0% 8,0% 6,0% 4,0% 2,0% 0,0%
TOTAL advertising
total online advertising
Kirowski estimation
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18 20-21 November 2007
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Online-offline advertising in Hungary&CEE
online market share %
14,0%
million EUR
Search marketing (mainly PPC) is key driver
Kirowski estimation
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19 20-21 November 2007
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Online-offline advertising in Hungary&CEE
Search vs display
Kirowski estimation
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20 20-21 November 2007
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Online-offline advertising in Hungary&CEE
TOP sites, advertisers 2007
│ TOP publishers
│ TOP advertisers
(100-400% growth, 2007J-S/2006J-S)
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21 20-21 November 2007
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Online-offline advertising in Hungary&CEE
www.kirowski.hu
22 20-21 November 2007
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Online-offline advertising in Hungary&CEE
www.kirowski.hu
23 20-21 November 2007
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Online-offline advertising in Hungary&CEE
www.kirowski.hu
24 20-21 November 2007
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Online-offline advertising in Hungary&CEE
Trends
Everything is changingfind something “To
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 it’s the people who are taking control”
The Global Garden
Digital is not a channel
Everyone is connected to everyone else and all their interests
Separation of time and content
Consumer control
“The deer now have guns”
It’s not an audience, it’s a community
Participatory media is a social phenomenon
“…become part of the conversation”
Consumer as creator
Convergence and multi-tasking
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25 20-21 November 2007
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Runaway train of technology
Managing the control flip
Online-offline advertising in Hungary&CEE
Brands need to extend from buying time to creating time
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26 20-21 November 2007
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Online-offline advertising in Hungary&CEE
Brands that win will be those whose consumers tell the best stories
20-21 November 2007
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“This is not the end. It is not even the beginning of the end.
But it is, perhaps, the end of the beginning”
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28 20-21 November 2007
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Online-offline advertising in Hungary&CEE
THANK YOU!
peter.novak@kirowski.hu
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