Media landscape updater vii 2012

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MEDIA LANDSCAPE UPDATER JANUARY – JULY 2012 b y

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Transcript of Media landscape updater vii 2012

Page 1: Media landscape updater vii 2012

MEDIA LANDSCAPE UPDATERJANUARY – JULY 2012

by

Page 2: Media landscape updater vii 2012

AGENDA1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising

Page 3: Media landscape updater vii 2012

MEDIA SNAPSHOT

• Media investments• Media mix• Biggest players• Sectors

Page 4: Media landscape updater vii 2012

MEDIA REVENUES YTD TOTAL

Till July 2012 advertisers invested 3% more vs. 2011, while considering media ratecard revenues. Major decrease is noted by Newspapers (-7%), but also TV (-0,4%). While considering net expenditures we expect rather decrease of media investments by the end of the year.

Source: Kantar Media, ratecard expenditures

Cinema

Outdoor

Newspapers

Magazines

Radio

Television

0 5,000,000,000 10,000,000,000

Jan - July 2012

Jan - July 2011

Jan - July 2010

1 2 3 4 5 6 7 8 9 10 11 120

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

2010 2011 2012

mln

Euro 2012 didn’t translate into increase of media investments

Page 5: Media landscape updater vii 2012

20 BIGGEST PLAYERS YTD TOTAL

Aflofarm remains No1. on media market. The highest increase of media expenditures is noted by Volkswagen Group Polska, Jeronimo Martins (Biedronka) and PTK Centertel.

Source: Kantar Media, ratecard expenditures

Page 6: Media landscape updater vii 2012

SECTORS YTD TOTAL

Till July 2012 Telecom sector is No.1 with its share on the level of 12%. On the next positions are: Medicine, Food and Retail.

Source: Kantar Media

2010

2011

Jan - July 2012

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

13%

12%

12%

11%12%

12%

15%

13%

11%

8%

9%

9%

10%

9%

8%

7%

7%

7%

7%7%

7%

6%6%

7%

6%8%

7%

5%4%

5%

4%5%

4%

COMPUTER & AUDIO VIDEO

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

CLOTHING & ACCESSORIES

TRAVEL / TOURISM / HOTELS & RESTAURANTS

LEISURE

BEVERAGES & ALCOHOLS

FINANCIAL

AUTOMOTIVE

OTHERS

MEDIA, BOOKS, CDs AND DVDs

HYGIENE & BEAUTY CARE

RETAIL

FOOD

PHARMACEUTICAL PRODUCTS, MEDICINE

TELECOMS

Page 7: Media landscape updater vii 2012

TV ADVERTISING

• Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know

Page 8: Media landscape updater vii 2012

AVERAGE TIME VIEWED

Source: AGB Nielsen Media Research

TV is still well consumed. Average time viewed considerably increased during Euro 2012.

0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52100

120

140

160

180

200

220

240

260

280

300

2010 2011 2012

Page 9: Media landscape updater vii 2012

GRP’S TOTAL

Source: AGB Nielsen Media Research, TG: all 16-49

From January to August 2012 total number of generated GRP’s is higher than in 2011 by 4%. We observed stronger activity during Euro 2012 and Olympic Games 2012.

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Jan - August 2011

Jan - August 2012

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

-4%

+20%

+14%

+8%

+12%

+12%

+9%+2%

+13%+7%

+3%

+4%

Page 10: Media landscape updater vii 2012

ALL TIME VIEWING (SHR%)

TV is cluttered and share of thematic channels is growing. Mainstream channels fight for the inventory - also by introducing new thematic

stations. Source: AGB Nielsen Media Research, TG:All 16-49

Jan

Feb

Mar

Apr

May Jun Jul

Aug

Sep

Oct

Nov De

cJa

nFe

bM

arAp

rM

ay Jun Jul

Aug

Sep

Oct

Nov De

cJa

nFe

bM

arAp

rM

ay Jun Jul

Aug

Sep

Oct

Nov De

cJa

nFe

bM

arAp

rM

ay Jun Jul

Aug

Sep

Oct

Nov De

cJa

nFe

bM

arAp

rM

ay Jun Jul

Aug

Sep

Oct

Nov De

cJa

nFe

bM

arAp

rM

ay Jun Jul

Aug

Sep

Oct

Nov De

c

2007 2008 2009 2010 2011 2012

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

74.4% 71.0% 66.6% 62.1% 56.9%

25.6% 29.0% 33.4% 37.9% 43.1%

Share of Viewing by Stations Group (All 16-49)others Big 4

Page 11: Media landscape updater vii 2012

SECONDS SOLD – TOTAL TV

Source: AGB Nielsen Media Research

Over 22% more seconds were sold by broadcasters in 2012. It is mainly caused by significant increase of new monitored thematic channels.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000 no of seconds sold - Total TV

Total TV 2008 Total TV 2009 Total TV 2010 Total TV 2011 Total TV 2012

weeks

no o

f sec

s

Page 12: Media landscape updater vii 2012

SECONDS SOLD

Source: AGB Nielsen Media Research

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11

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50

51

52

0

50,000

100,000

150,000

200,000

250,000 no of seconds sold - TVP1+TVP2

TVP 2008 TVP 2009TVP 2010 TVP 2011TVP 2012

weeks

no o

f sec

s

12345678910

11

12

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0

20,000

40,000

60,000

80,000

100,000

120,000 no of seconds sold - TVN

TVN 2008 TVN 2009 TVN 2010TVN 2011 TVN 2012

weeks

no o

f sec

s

12345678910

11

12

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14

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48

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0

20,000

40,000

60,000

80,000

100,000

120,000

140,000 no of seconds sold - POLSAT

Polsat 2008 Polsat 2009Polsat 2010 Polsat 2011Polsat 2012

weeks

no o

f sec

s

12345678910

11

12

13

14

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0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000 no of seconds sold - AtMedia

AtMedia 2008 AtMedia 2009AtMedia 2010 AtMedia 2011AtMedia 2012

weeks

no o

f sec

s

Page 13: Media landscape updater vii 2012

TV – NICE TO KNOW

Page 14: Media landscape updater vii 2012

HITS OF AUGUSTProgramme Date Audience AMR%OG LONDON 2012 /M VOLLEYBALL POL-RUS/

2012-08-08

2 500 586 13,74%

OG LONDON 2012 /M VOLLEYBALL POL-ARG/

2012-08-02

1 818 865 9,99%

OG LONDON 2012 /ATHLETICS/2012-08-

07 1 683 340 9,25%

OG LONDON 2012 /ATHLETICS/2012-08-

05 1 505 143 8,27%

OG LONDON 2012 /ATHLETICS/2012-08-

07 1 490 506 8,19%

SPORT /SERWIS SPORT./2012-08-

15 1 487 851 8,18%

SPORT /SERWIS SPORT./2012-08-

12 1 452 679 7,98%

OG LONDON 2012 /ATHLETICS/2012-08-

04 1 398 362 7,68%

Programme Date Audience AMR%

OG LONDON 2012 /ATHLETICS/2012-08-

03 2 546 500 13,99%

OG LONDON 2012 /WEIGHTLIFTING/

2012-08-03

2 478 962 13,62%

OG LONDON 2012 /ATHLETICS/2012-08-

03 2 305 748 12,67%

OG LONDON 2012 /ATHLETICS/2012-08-

03 2 076 392 11,41%

OG LONDON 2012 /WEIGHTLIFTING/

2012-08-03

2 074 008 11,40%

OG LONDON 2012 /M WRESTLING/2012-08-

06 1 988 352 10,93%

OG LONDON 2012 /WEIGHTLIFTING/

2012-08-03

1 933 379 10,62%

OG LONDON 2012 /WEIGHTLIFTING/

2012-08-06

1 907 808 10,48%

Programme Date Audience AMR%

KOSCI /SER. USA/ 2012-08-26 1 407 619 7,74%

ZAKON /FILM SENS.USA/ 2012-08-28 1 324 873 7,28%

KABARETOBRANIE W ZIELONEJ GORZE 2012 2012-08-11

1 169 660 6,43%

KOSCI /SER. USA/ 2012-08-19 1 153 121 6,34%

MUST BE THE MUSIC - TYLKO MUZYKA EXTRA 2012-08-26

1 120 692 6,16%

BOSKI ZIGOLO W EUROPIE /FILM KOM.USA/ 2012-08-29

1 116 911 6,14%

MUST BE THE MUSIC - TYLKO MUZYKA EXTRA 2012-08-28

1 094 368 6,01%

AZYL /FILM THRILL.USA/ 2012-08-07 1 090 626 5,99%

Programme Date Audience AMR%

FAKTY2012-08-

26 1 474 957

8,11%

BATMAN POCZATEK /FILM PRZYG.USA/2012-08-

24 1 302 419

7,16%

HARRY POTTER I KSIAZE POLKRWI /FILM PRZYG.ANG./

2012-08-31

1 251 086

6,87%

HARRY POTTER I ZAKON FENIKSA /FILM PRZYG.ANG.USA/

2012-08-17

1 125 989

6,19%

NIEOCZEKIWANA ZMIANA MIEJSC /KOM.USA/

2012-08-05

1 041 918

5,73%

HARRY POTTER I CZARA OGNIA /FILM FAB.USA/

2012-08-03

1 036 827

5,70%

SPORT /SERWIS SPORT./2012-08-

26 991 003

5,45%

WYSPA /FILM THRIL.USA/2012-08-

10 977 063

5,37%

Page 15: Media landscape updater vii 2012

AUTUMN NEWSWSZYSTKO PRZED NAMI

SIŁA WYŻSZA

Monday - Thursday, 18:15Since September, 3rd

Living abroad in western Europe, although very successful- is not enough for young characters. They come back Poland and began a new life with the idea for common business.

Sunday, 20:20Since September, 2nd

Another comedy serial made by creators of well known „Rancho”. Tradition and New Age in one. Crash of the Buddhist and Christian spirituality. Untypical situations, colorful characters and a lot of humor.

Page 16: Media landscape updater vii 2012

AUTUMN NEWS

PARADOKSThursday, 21:10Since September, 6th

New action serial in TVP. Police Officer (Bogusław Linda) who place moral code above civil code. Absorbing plot and amazing adventures.

Page 17: Media landscape updater vii 2012

AUTUMN NEWSMASTER CHEF

LEKARZE

Sunday, 20:00Since September, 2nd

Culinary show that has already succeed in almost 30 countries. Host- Magda Gessler.

Monday, 21:30Since September, 3rd

Medical serial with the star cast. Action takes place in one of the most modern hospitals in Poland- in Toruń. We follow career and private life of doctor Alicja Szymańska (Magdalena Różdżka) - young ambitious doctor who left Warsaw and starts her new life at the very beginning.

Page 18: Media landscape updater vii 2012

AUTUMN NEWSPRZYJACIÓŁKI

NIEPRAWDOPODOBNE, A JEDNAK…

Saturday, 18:15Since September, 1st

New paradocumentary serial. Non-standard incidents that are very different from typical scenarios written by the life. Amazing incidents that can happen to all of us.

Thursday, 22:00Since September, 6th

History of four friends, who know each other from the childhood. They meet after the years and they friendship comes to life again. They differ from each other but they need their reciprocity support. Starring: Małgorzata Socha, Joanna Liszowska, Magdalena Stużyńska, Anita Sokołowska

Page 19: Media landscape updater vii 2012

PRESS ADVERTISING

• Investments• Seasonality• Players and sectors• Publishers• Print - nice to know

Page 20: Media landscape updater vii 2012

PRINT INVESTMENTS

Source: Kantar Media

Till July 2012 print revenues increased only by 0,4%, however while considering net expenditures we estimate rather significant decreased of expenditures.

2010 2011 20120

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

3,500,000,000

4,000,000,000

4,500,000,000

5,000,000,000

4,45

2,43

0,09

8

4,73

9,08

2,12

5

2,43

2,26

4,20

5

2,67

9,43

0,16

5

2,69

0,98

3,18

6

Full Year Jan - July

+0,4%

Page 21: Media landscape updater vii 2012

SEASONALITY

Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009)

Source: Kantar Media

Till July 2012 print media sold 9% less insertions than in 2011.

1 2 3 4 5 6 7 8 9 10 11 12 -

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

450,000,000

500,000,000

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

Investments 2010

Investments 2011

Investments I - VII 2012

Insertions 2010

Insertions 2011

Insertions I - VII 2012

Page 22: Media landscape updater vii 2012

SECTORS

We observe significant increase of expenditures on Media, Books, CD’s, Clothing and Pharmaceutical products.On the other hand Financial and Food sector are rather pulling back from print media.

Source: Kantar Media

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

Investments I - VII 2010

Investments I - VII 2011

Investments I - VII 2012

Insertions I - VII 2010

Insertions I - VII 2011

Insertions I - VII 2012

Page 23: Media landscape updater vii 2012

PUBLISHERS

Till July 2012 Bauer and Agora SA are top players on the print market (considering media ratecard revenues).

Source: Kantar Media, M&MP

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

450,000,000

500,000,000

0

10000

20000

30000

40000

50000

60000

70000

80000

Investments I - VII 2010

Investments I - VII 2011

Investments I - VII 2012

Insertions I - VII 2010

Insertions I - VII 2011

Insertions I - VII 2012

Page 24: Media landscape updater vii 2012

OUTDOOR ADVERTISING

• Investments• Seasonality• Market shares• Ad types

Page 25: Media landscape updater vii 2012

OUTDOOR INVESTMENTS

Till July 2012 advertisers invested 8% more in comparison to the same period of 2011 (on the ratecard basis). Prognosis for 2H of 2012 are not so optimistic as media market faces slowdown.

Source: Kantar Media

2010 2011 20120

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000

1,400,000,000

1,18

5,67

5,85

1

1,24

6,98

5,89

3

687,

264,

327

719,

072,

525

774,

138,

987

Full Year Jan - July 2012

8%

Page 26: Media landscape updater vii 2012

SEASONALITY

After weaker June in July ratecard investments increased by 9%

Source: Kantar Media

1 2 3 4 5 6 7 8 9 10 11 1240,000,000

50,000,000

60,000,000

70,000,000

80,000,000

90,000,000

100,000,000

110,000,000

120,000,000

130,000,000

140,000,000

2010 2011 2012

Page 27: Media landscape updater vii 2012

MARKET SHARES

Outdoor market is consolidated. Over 84% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with 29% share is on the second position.

Source: Kantar Media

30%

19%15%

10%

25%

2010AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

Others

32%

27%

16%

10%

15%

2011AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

Others

30%

29%

16%

9%

16%

Jan - July 2012STROER POLSKA

AMS

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

Page 28: Media landscape updater vii 2012

MOST POPULAR AD TYPES

Source: Kantar Media

We observe growth of expenditures on BB (+5%) and Frontlights (+14%), whereas Backlights loose the most.

Backlight Billboard Citylight Frontlight -

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

450,000,000

500,000,000

Jan - June 2010 Jan - June 2011 Jan - July 2012

-6% -3%+14%

+5%

Page 29: Media landscape updater vii 2012

OOH – NICE TO KNOW

Page 30: Media landscape updater vii 2012

IKEA – THE TRAM WITH PILLOWSPOZNAŃ

The tram is the result of an unusual promotional campaign organized by the IKEA in collaboration with the MPK - Poznan’s municipal transport company. One articulated tram set has been refitted internally with IKEA furnishings and will operate a free-of-charge service along the new line to Franowo for a fortnight..

For two weeks, the new line of special tram to IKEA, rode with colorful pillows on the seats, curtains in the windows and ... pots of flowers.

Page 31: Media landscape updater vii 2012

IKEA – COLORFUL CITYLODZ

A team of interior designers and seamstress moved to Lodz and give the city a new character with textiles available in the IKEA range. They introduced a large dose of color and positive energy to (sometimes a little

too gray) urban space.

Page 32: Media landscape updater vii 2012

IKEA - "NATURAL" WARSZAWA

IKEA Targówek started "natural" advertising campaign. Aim of the campaign is encourage people to visit refreshed IKEA Targówek. This is one of the first in Poland shares with natural media.

People could see the giant furniture made from fresh grass, cleaned slogans on the pavements, billboards overgrown with flowers and surprising "green" car.

Page 33: Media landscape updater vii 2012

PLAY - INTERACTIVE STANDWOODSTOCK FESTIVAL

Stand allowed people to take the photos with selected via the touch panel graphics. People can choose a background and type in any text. The funniest photos was displayed on 40 meter LED monitors at the

festival area.http://youtu.be/0X2YtHVEOuk http://youtu.be/bD4kBn_SxRc

Page 34: Media landscape updater vii 2012

CINEMA ADVERTISING

Page 35: Media landscape updater vii 2012

CINEMA INVESTMENTS

Source: Kantar Media

Advertisers invested over 29% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino).

2010 2011 Jan - July 20120

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

663,

837,

150

709,

250,

418

352,

557,

285

379,

667,

435

489,

361,

078

Full Year Jan - July 2012

+29%

Page 36: Media landscape updater vii 2012

SEASONALITY

After weaker June (because of Euro 2012) July again stronger versus previous year.

Source: Kantar Media

1 2 3 4 5 6 7 8 9 10 11 120

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

80,000,000

90,000,000

100,000,000

2010 2011 2012

Page 37: Media landscape updater vii 2012

Source: Kantar Media

TOP SECTORS IN CINEMA ADVERTISING

Till July 2012 biggest sectors are Leisure, Telecoms and Food. Media sector increases its shares, whereas Computer & Audio Video sector is rather in retreat.

2010 2011 Jan - July 20120%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14%20% 19%

13%

14% 14%

17%15% 12%

11%8%

11%

5%7% 7%

10%7% 7%

4%6%

6%

8% 5% 5%0% 3% 5%5% 4% 4%1% 3%

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

CLOTHING & ACCESSORIES

HYGIENE & BEAUTY CARE

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

TRAVEL / TOURISM / HOTELS & RESTAURANTS

PHARMACEUTICAL PRODUCTS, MEDICINE

OTHERS

RETAIL

COMPUTER & AUDIO VIDEO

FINANCIAL

BEVERAGES & ALCOHOLS

MEDIA, BOOKS, CDs AND DVDs

AUTOMOTIVE

FOOD

TELECOMS

LEISURE

Page 38: Media landscape updater vii 2012

Source: Kantar Media

MARKET SHARE

New Age Media is player number one on Polish cinema market, with its share on the level of 53%. Small cinema brokers gain importance, however their media revenues are still not monitored.

35%

65%

2010

MULTIKINO

NEW AGE MEDIA 44

%56%

2011

MULTIKINO

NEW AGE MEDIA

47%53%

Jan - July 2012

MULTIKINO

NEW AGE MEDIA

Page 39: Media landscape updater vii 2012

CINEMA – NICE TO KNOW

Page 40: Media landscape updater vii 2012

WEAKER 2012 VS. 2011

Source: NAM

Till July 2012 Cinema audience was weaker while comparing to the same period of 2011 by - 9%.

January February March April May June July August Sep-tember

October No-vember

De-cember

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

2012 2011 2010 2009

Page 41: Media landscape updater vii 2012

RADIO ADVERTISING

• Investments• Seasonality• Media owners• Media shares• Radio – nice to know

Page 42: Media landscape updater vii 2012

RADIO INVESTMENTS

Till July 2012 radio ratecard revenues were higher by 14% while comparing to 2011.

Source: Kantar Media

2010 2011 20120

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

2,47

8,23

3,14

5

3,11

9,21

9,05

1

1,32

8,17

4,03

5

1,76

4,79

8,80

5

2,01

8,64

8,92

2

Full Year Jan - July

+14%

Page 43: Media landscape updater vii 2012

SEASONALITY

In July we observe first this year decrease of radio expenditures. Further decrease is possible, as Polish economy slows down.

Source: Kantar Media

1 2 3 4 5 6 7 8 9 10 11 1240,000,000

90,000,000

140,000,000

190,000,000

240,000,000

290,000,000

340,000,000

390,000,000

2010 2011 2012

Page 44: Media landscape updater vii 2012

MARKET SHARES (STATIONS)

Strong 2012 for RMF FM with its SoS on the level of 31%, whereas main competitor radio Zet notes 19%.

Source: Kantar Media

27%

21%

3%2%

47%

2010RMF FM

ZET

PR 3

PR 1

Others

32%

18%

5%3%

43%

2011RMF FM

ZET

PR 3

PR 1

Others

31%

19%

5%3%

42%

Jan - July 2012RMF FM

ZET

PR 3

PR 1

Page 45: Media landscape updater vii 2012

MARKET SHARES (MEDIA OWNERS)

For the last years RMF FM and Zet have been the biggest radio stations on Polish market.

Source: Kantar Media

33%

25%3%

8%

12% 2%

2010GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

POLSKIE RADIO

AGORA S.A.

Others

39%

20%

17%

10%

12% 2%

2011 GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

POLSKIE RADIO

AGORA S.A.

Others

37%

22%

17%

11%

11% 2%

Jan - July 2012

GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

AGORA S.A.

Others

Page 46: Media landscape updater vii 2012

ONLINE

ADVERTISING

Page 47: Media landscape updater vii 2012

Source: MegapanelPBI/Gemius, December 2010- December 2011

SUMMARY OF DIGITAL ADVERTISING IN 2011 (1)

Top 20 websites according to number of users:

In 2011 Google, YT and ONET are the winners in terms of

number of users.

Page 48: Media landscape updater vii 2012

Source: MegapanelPBI/Gemius, December 2010- December 2011

Thematic category: Social Media(Top 5 portals according to reach)

Thematic category: Culture and entertainment

(Top 5 portals according to reach)

SUMMARY OF DIGITAL ADVERTISING IN 2011 (2)

In the 4th quarter of 2011 Nasza Klasa lost its leading position in Social Media.

YT is the winner of 2011 in terms of reach growth.

Page 49: Media landscape updater vii 2012

28%

20%13%7%

8%

3%

4%2% 4%

4% 7%

double billboard rectangle billboard skyscraper

box toplayer triple billboard banner

wideboard halfpage otherdisplay SEM ogłoszenia e-mail inne

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

44%

30%

17%

7%

2%

41%

33%

17%

7%

2%

20102011

DISLPAY AD FORMATSMAIN TYPES OF ONLINE ADVERTISING

SUMMARY OF DIGITAL ADVERTISING IN 2011 (3)

Page 50: Media landscape updater vii 2012

Source: "The arrival of Real-Time Bidding" by Google.

2012: NEW TREND IN ONLINE ADVERTISING!

Buyers are able to acquire impressions they want at a price that matches their goals and objectives.

For buyers, RTB offers the possibility of buying only the impressions they need at a price they are willing to pay.

RTB involves a real time auction for each ad impression in which buyers and sellers come to an agreement on the value of each ad impression and concluding the transaction.

Each ad impression is unique - the time of day, the place or website, the audience, the propensity of that audience to make a purchasing transaction at that particular time and place and given their transaction history.

Auctions take place at a blink of an eye. A typical exchange imposes one tenth of a second for the bids to return.

Real-time bidding (RTB) is a new method of selling and buying online display advertising in real time one ad

impression at a time.

Page 52: Media landscape updater vii 2012

THANK YOU!

Media Direction Group webpage:www.mediadirection.com.pl

In case You have any further questions concerning Media Landscape Updater, please contact Andrzej [email protected]