Extract of market overviews and forecasts 2011-2013 on the development of digital > display > programmatic buying World Wide > Western Europe > Central & Eastern Europe > Baltics

1. DATA AUDIENCE TARGETING
DATA AUDIENCE TARGETING
RTB growth in Central &
Eastern Europe 2011-2016
in the context of WW & European digital adspend

2. Good News
SHARE OF DIGITAL IN AD SPENDING IS GROWING
WWW.CRIMTAN.COM
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3. Digital Ad Spending Worldwide as a % of Total
Media Ad Spending, by Region, 2011-2016
35
30
25
20
North America
Western Europe
15
Eastern Europe
10
5
0
2011
2012
2013
2014
2015
2016
www.eMarketer.com
WWW.CRIMTAN.COM
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4. Net revenue of leading display
advertising sellers in the U.S. 2012
5.00
4.50
4.00
3.50
3.00
2011
2.50
2012
2013
2.00
2014
1.50
1.00
0.50
0.00
Facebook
Google
Yahoo!
Microsoft
AOL
Source: http://www.statista.com
WWW.CRIMTAN.COM
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5. Digital advertising
spending in UK $B
14.00
12.00
10.00
Search
8.00
Display**
Classifieds
6.00
Lead generation
E-mail***
4.00
2.00
1.52
1.82
2.03
2.24
2.53
2.85
3.13
0.00
2010
2011
2012*
2013*
2014*
2015*
2016*
Source: http://www.statista.com
WWW.CRIMTAN.COM
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6. Display Share % of Total Advertising Expenditure
2010-2014
16
14
12
10
2010
2011
8
2012
2013
6
2014
4
2
0
Czech
Hungary
Finland
Slovakia
Portugal
UK
Ireland
Poland
France
Russia
Republic
AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM
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7. Good News
CEE IS DRIVING DIGITAL GROWTH IN EUROPE
WWW.CRIMTAN.COM
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8. Digital adspend in CEE is growing at an extremely rapid rate of
+28% in 2013. Digital media is the second most popular
medium behind TV with 22% share of spend
http://www.aegismedia.com (Sept.2013)
WWW.CRIMTAN.COM
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9. Digital Ad Spending Growth %
2010-2016
160
140
9
13
120
15.5
100
80
12.4
60
40
20
17.3
6.8
9
13.8
16.5
18.9
6.6
7.7
10
11
38.4
10.6
21.5
13.9
15.6
15.5
North America
Western Europe
32.7
0
Eastern Europe
www.eMarketer.com
WWW.CRIMTAN.COM
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10. Online growth WE & CEE
2011/2012
26.6
24
19.7
19
14
Nominal GDP
11.5
9.1
9
All media (no online)
Online
All media
4
-1
-6
WE
CEE
Source: Adex Benchmark 2012, EUROPEAN ONLINE ADVERTISING EXPENDITURE
WWW.CRIMTAN.COM
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11. Good News
RTB – MAINSTREAM IN WE, BUZZ IN CEE
WWW.CRIMTAN.COM
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12. Programmatic buying is one of the key drivers reshaping our industry. In the
US, about 1/3 of all display campaigns are already bought through RTB and
algorithmic type of technologies. Europe, driven by its Western European
markets, will experience a similar growth in the next three to five years. This
change is, literally, a fundamental one. It will progressively span across all
digital channels – and beyond, as offline media are increasingly turning digital
– to become the standardised way of trading media: after search, display and
video, the frontier today is mobile. TV, radio and outdoor will be next in line.
Marc Panic, COO, GroupM Interaction EMEA
Source: Adex Benchmark 2012, EUROPEAN ONLINE ADVERTISING EXPENDITURE
WWW.CRIMTAN.COM
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13. Programmatic share (% of display-related transactions) 2017
90
83
80
70
60
60
59
56
50
40
33
31
Germany
Spain
30
20
10
0
US
Nedtherlands
UK
France
Source: MAGNA GLOBAL 2013
WWW.CRIMTAN.COM
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14. RTB % share of Display by Country
2010-2017
45
40
35
30
30
25
25
23
21
27
26
US Forester
21
US IDC
20
16
13
15
13.5
UK
16
Germany
11
10
7.8
US eMarketer
France
6.5
5
3
0.8
0
2010
2011
2012
2013
2014
2015
2016
2017
Source: IDC 2011
WWW.CRIMTAN.COM
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15. Publisher reticence will change in countries like Mexico and
Brazil, but it will take a year or two. After all, publishers in
the US and Europe warmed up slowly to RTB, and are only
beginning to offer their more premium impressions into
exchanges now.
November 19, 2013.
Source: http://www.adexchanger.com
WWW.CRIMTAN.COM
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16. RTB digital display ad spending CEE vs France $M
300.00
258.60
249.60
250.00
197.00
200.00
151.20
150.00
140.30
CEE
France
106.40
100.00
67.30
66.70
50.00
26.90
7.00
0.00
2012
2013
2014
2015
2016
Source: http://www.statista.com
WWW.CRIMTAN.COM
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17. RTB-based Display Ad
Spending CEE, $M
140
120
100
80
Russia
Rest of CEE
60
40
20
0
2010
2011
2012
2013
2014
2015
2016
2017
Source: IDC 2011
WWW.CRIMTAN.COM
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18. Bad News,
IN CEE WE ARE TALKING ABOUT DIFFERENT SCALE
…but we are used to it.
WWW.CRIMTAN.COM
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19. Online advertising spending in Europe $B
2010-2016
45.00
40.00
35.00
30.00
25.00
Eastern Europe
20.00
Vestern Europe
15.00
10.00
5.00
2.25
3.60
4.68
5.73
6.62
7.48
8.15
0.00
2010
2011
2012*
2013*
2014*
2015*
2016*
Source: IDC 2011
WWW.CRIMTAN.COM
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20. Digital Ad Spending per Internet User $
2011-2016
250
200
150
North America
Western Europe
100
Eastern Europe
50
0
2011
2012
2013
2014
2015
2016
www.eMarketer.com
WWW.CRIMTAN.COM
33 CATHERINE PLACE | LONDON | SW1E 6DY

21. Digital adspend CEE by country
2008-2012
600
500
400
2008
2009
300
2010
2011
2012
200
100
0
Poland
Czech Republic
Hungary
Slovakia
Slovenia
Bulgaria
Croatia
Romania
Serbia
Source: Do You CEE? The overview of the Central and Eastern Europe internet market in 2011
WWW.CRIMTAN.COM
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22. CEE online spending per capita € / online adspend €M
2011
50
46
45
40
35
30
26
25
24
23
20
17
15
8.8
10
8.7
8
3
5
3
0
Czech
Poland
republic
Slovenia
Hungary
Slovakia
Baltics
Bulgaria
Croatia
Ukraine
Romania
(EE,LV,LT)
Source: Do You CEE? The overview of the Central and Eastern Europe internet market in 2011
WWW.CRIMTAN.COM
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23. Advertising Expenditure Baltic Trend €M
2000-2012
450
30
400
20
350
10
300
0
250
-10
200
-20
150
-30
100
50
-40
0
-50
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Source: TNS Emor
WWW.CRIMTAN.COM
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24. Digital Advertising Expenditure $M
25
20
15
Estonia
Latvia
10
Lithuania
5
0
2010
2011
2012
2013
2014
AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM
33 CATHERINE PLACE | LONDON | SW1E 6DY

25. Digital Advertising Expenditure Year on Year % Growth
2010-2014
30
25
20
15
10
5
0
Estonia %
Latvia %
Lithuania %
-5
AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM
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26. Smaller countries start to catch on to display advertising
value. Some countries with limited online populations didn’t
experience early growth in display advertising, but that’s
changed. Portugal, Greece, and Ireland will have the fastest
compound annual growth rate of their display budgets, all more
than 16% from 2011 to 2016.
Source: Digital Media Buying Forecast, 2012-2017, Forrester
WWW.CRIMTAN.COM
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27. Display share of Digital adspend
100.00%
90.00%
Portugal
80.00%
70.00%
Poland
60.00%
Finland
Czech Republic
50.00%
Hungary
Slovakia
40.00%
Ireland
France
30.00%
Russia
UK
20.00%
10.00%
0.00%
2010
2011
2012
2013
2014
AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM
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28. Growth of real GDP 2013
Latvia
Lithuania
Romania
Poland
Estonia
Czech Republic
Slovakia
Hungary
Bulgaria
Ireland
If those guys get
mention by
Forrester we have
some future too
Croatia
Portugal
Slovenia
Greece
-5
-4
-3
-2
-1
0
1
2
3
4
Source: Eurostat
WWW.CRIMTAN.COM
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5

29. Digital Share % of Total Advertising Expenditures
2010-2014
45.0
40.0
UK
35.0
30.0
Ireland
Czech Republic
Hungary Russia
Slovakia
25.0
France
Finland
20.0
Estonia Latvia
15.0
Poland Lithuania
Romania
10.0
Portugal
5.0
0.0
2010
2011
2012
2013
2014
AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM
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30. Latvia: Digital media share to increase over the next three years
Lithuania: Online will become the second largest media
Estonia: Local main portals have reached their potential visitor
numbers and are looking to create new advertising sales models
Source: AEGIS GLOBAL ADVERTISING EXPENDITURE REPORT MAY 2013
WWW.CRIMTAN.COM
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31. DATA AUDIENCE TARGETING
CONTACT
Guntis Stirna
gstirna@crimtan.com
www.crimtan.com
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