The Internet advertising market in Ukraine

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The Internet advertising market in Ukraine
Telyatnikova Aleksandra Head of the Internet
Marketing Department at META Inc
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Contents
I. Ukrainian Internet audience
II. Figures and facts III. Markets capacity and
its players IV. Tendencies
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UKRAINIAN INTERNET AUDIENCE
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AUDIENCE MEASUREMENT

• So far Ukraine has not decided on the unified
  methodology of calculating its Internet audience.
• TNS 7 000 000 users per 6 months.
• BigMir 6 000 000 (October 2007)
• Gemius near 5 000 000 (September 2007)

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Internet penetration - 10,2
Internet penetration among 20-49 aged residents
of the biggest cities of Ukraine - 36,1
Internet penetration among 20-49 aged residents
of the towns - 22,7
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The nucleus of the audience are 20-40 aged people
with middle or higher than middle income.
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FIGURES AND FACTS
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The number of second level domain names
registered in domain .UA has increased by 39.47
in nine-month period of 2007
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The number of Web sites indexed by META searching
system constitutes approximately 100 000 sites
(taking into account bolting of spam, etc.)
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MARKETS CAPACITY AND ITS PLAYERS
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Not taken into consideration

• Web sites development (4-7 000 000 EUR)
• publishing of articles in on-line Media
• paid services
• content sales.

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MONEY
Spent per 1 user in Ukraine in 2006 - near 1.1
EUR in 2007 - near 1.6 EUR
In Russia - 5.4 EUR
In Poland - 9,3 EUR
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In 2006 50 trade marks entered the Internet
market for the first time.
ADVERTISERS 2007

• Autos
• Mobile operators
• Banks
• Electronics manufacturers
• Electronics sellers
• Politicians
• Real estate
• Insurance companies
• Alcohol
• Others

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DISTRIBUTION OF MEDIA BUDGETS
In alphabetical order
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SOME TRANSACTIONS

• META.UA
• Investment Group Russian Funds and Digital Sky
  Technologies have purchased control packet of
  shares of META Inc.
• FINANCE.UA
• Investment Group Russian Funds and Digital Sky
  Technologies have purchased control packet of
  shares of Infinservice Inc.
• BANNER.KIEV.UA
• Company Imena.UA has bought out 50 of shares in
  Ukrainian banner network (UBN).
• UAPORTAL.COM
• Internet holding Obozrevatel has purchased
  Ukrainian Portal.
• MOBILNIK.UA
• Internet holding Obozrevatel has purchased
  thematic portal Mobilnik.ua.
• RABOTA.UA
• Grupa Pracuj Ltd - the leader of on-line
  recruiting in Poland - has entered the board of
  constitutors of Rabota International, having
  bought out 55 of shares.
• PRICE.UA
• British company IDE Group has invested in
  large-scale Ukrainian web site Price.ua with the
  latter becoming part of the holding.
• AUCTION.UA
• META Inc. together with investment consortium
  comprising Investment Group Russian Funds and
  Digital Sky Technologies have purchased 55 of
  shares of Ukrainian Internet auction.

Approximate total cost of these deals ranges from
14 to 18 million EUR.  
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INFLUX OF PLAYERS

• In 2006-2007 large-scale foreign players have
  raised their activity.
• In Ukraine have appeared the representatives or
  representative offices of
• Google
• Yandex
• Begun
• RBC
• Aukro.cz ( Allegro.pl)
• Delfi
• Adocean
• Sostav.ua
• Headhunter.ru

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TENDENCIES
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SOURCES OF GROWTH
Increase of advertisers
Increase in platforms viewing
Educational activity
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PROBLEMS OF THE MARKET
- Absence of branch standards
- Absence of media research
- Absence of monitoring system
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TENDENCIES

• Emergence of branch standards and measuring
  principles

• New deals
• Purchasing of projects
• Purchasing of shares (investing)

• Influx of large-scale foreign companies

• Increase of districts shares in Internet audience

• Anticipatory growth of context advertising

• Social Media development

• Emergence of large-scale network agencies
  Internet-unites

• Enlargement and concentration

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Contact information
Telyatnikova Aleksandra Head of the Internet
Marketing Department at META Inc telsa_at_meta.ua
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