Online business in ADRIATIC REGION

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Online business in ADRIATIC REGION
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Agenda

• Overview of Adriatic region
• Internet marketing in the region
• Httpool case study

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Adriatic region
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What is the region known for?
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Adriatic region
23 mio population 6 countries 5
languages Emerging economies Political
stability Culture, Attitude, Transition Growth
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General stats (2006)

• Country Population GDP/cap
• SLO 2 M 23,400
• CRO 4,5 M 13,400
• BH 4,5 M 5,600
• SM 10 M 4,400
• MK 2 M 8,300
• GDP growth from 3,5 - 6,5

Source CIA Fact book, Statistical office of
Republic of Serbia
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Internet marketing in the region
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Total ad spend in the region (est.)

• Country Ad spending (2006)
• SLO 150 mio EUR
• CRO 182 mio EUR
• BH 40 mio EUR
• SM 126 mio EUR
• MK 70 mio EUR

Est. 550 mio EUR
6.5 mio EUR online 1,2 share
Source Universal McCann, Mediana, Media Plusi
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Internet Usage in the Region 2007

• Country Users Penetration Population
• SLO 1.050.000 62 1.956.916
• CRO 1.600.000 42 4.459.137
• BH 450.000 25 4.452.876
• SM 1.900.000 22 10.681.177
• MK 390.000 22 2.040.389
• 5.390.000

Source RIS (oct 2007), PGO 2006, DMO 2007,
Valicon
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Croatian Ad Spend (2006)
182 mio EUR net 17 growth in 2006 1 online
share 35 online growth in 2007
Source Media Plus, Httpool
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Slovenian Ad Spend 2006
150 mio Ad spend 2,5 share of online 35 growth
in 2007
Source Mediana, httpool
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Serbian Ad spend (2006)
Total ad spend 115 mio EUR net 5-10 yearly
growth Less than 1 online share Impressive growth
Source Httpool 2007, media agency
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Bosnian Ad spend (2006)

• 80 mio EUR
• 90 print and TV
• 10 outdoor, radio, Internet
• Less than 1 share of online

Source Mareco Index Bosnia (MIB) TV Monitoring
2006-2007, Httpool
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Macedonian Ad spend (2006)
Net 70 mio EUR Less than 1 share of online Less
developed online market TV dominates the market
Source Httpool, Universal McCann
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Httpool - case study

• www.httpool.com

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General overview

• Httpool is a leading provider of integrated
  Internet marketing
• activities in the region of South East Europe.
• A leading internet marketing specialist, a major
  internet
• advertising network and an established online
  media buyer.
• Established in 2000
• Employs 30 professionals in 5 countries
• Represents more than 200 most relevant regional
  sites
• Doubleclick as Ad Serving platform
• Services media planning, media buying, ad
  serving, SEO, SEM, contextual advertising, email
  marketing

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Start and expansion

• 2000 Slovenia
• 2002 Croatia
• 2004 Bosnia
• 2005 Serbia Montenegro and Macedonia
• 2007 Austria, Germany

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Current situation

• Big differences between markets
• High growth markets
• Economies of scale
• Market concentration, consolidation
• Regional synergies

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Key success factors

• Time to market
• Regional synergies
• Flexible business model
• Top notch services
• Local and regional partnerships
• People
• Expertise In-depth knowledge

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Going further...

• Potential
• Consolidation on the markets
• Size
• Central point for fully integrated offering
• Expanding through partnerships
• Introducing new complementary services and
  products

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• Timotej Gala
• gala_at_httpool.com
• www.httpool.com