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Where next for Performance Marketing?Creating an Emerging Market Strategy
Yunus GüvenenManaging Partner for Performance Media Group
on twitter @yunusguvenen
Dominik JohnsonExecutive Manager Global Performance Alliance for
on twitter @dominik_johnson
Agenda
- Stats on Emerging Markets- Turkey- Emerging Market Strategy (Turkey)- Q&A
Stats on Emerging Markets
Where does the expertise come from?
Travelling & Hangouts
Yamondo.com - 14 partners around the globe
Stats on Emerging Markets
Source: YouTube Video The Guardian
Stats on Emerging Markets
Source: Yamondo.com website
Russia
Stats on Emerging Markets
Population Structure 54% female & 46% malePopulation 139.390.205
Media Split 2010 (!mil. USD!)
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months"*
Source: Google Insights for Search
Search Query Growth2005!–!2010
2005 Jun 2010
Total Ad Spending (!bn USD!)
Source: ZenithOptimedia, Mar 2010Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010"*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated *!estimated
Online Ad Spending (!mil. USD!)
© Google Confi dential and Proprietary 33
TV4,252
Print1,184
Outdoor1,058
Online736
Radio327
10"%
+"55"%
2008 2009 2010 2011 2012
11.1
6.47.7
8.7!*10.0!*
2008 2009 2010 2011 2012
708598
736886!*
1,097!*
1908"%
Keyword Growth Category
ɧɚɨɦɢ ɭɨɬɬɫ >5000!% Naomi Watts – british actressɚɜɚɬɚɪ 200!% Avatar – movieɫɬɚɬɭɫɵ 140!% Statuses – social mediaɫɭɦɟɪɤɢ 130!% Twilight – movieɸɬɭɛ 110!% YouTube – online video
Category Growth
Travel 153!%Sports 103!%Food & drink 93!%Local 84!%Beauty & personal care 84!%
Website Category Reach UV
yandex.ru Search engines 62!% 26.0 mil. mail.ru Email & messaging 51!% 21.0 mil. odnoklassniki.ru Social networks 26!% 11.0 mil. youtube.com Online video 23!% 9.8 mil. rambler.ru Web portals 22!% 9.0 mil.
Advertising in Russia
Cinema 94
Media SplitTV/Print/Outdoor/Radio
90%vs.10%Online
Russia
Stats on Emerging MarketsMedia Split 2010 (!mil. USD!)
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months"*
Source: Google Insights for Search
Search Query Growth2005!–!2010
2005 Jun 2010
Total Ad Spending (!bn USD!)
Source: ZenithOptimedia, Mar 2010Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010"*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated *!estimated
Online Ad Spending (!mil. USD!)
© Google Confi dential and Proprietary 33
TV4,252
Print1,184
Outdoor1,058
Online736
Radio327
10"%
+"55"%
2008 2009 2010 2011 2012
11.1
6.47.7
8.7!*10.0!*
2008 2009 2010 2011 2012
708598
736886!*
1,097!*
1908"%
Keyword Growth Category
ɧɚɨɦɢ ɭɨɬɬɫ >5000!% Naomi Watts – british actressɚɜɚɬɚɪ 200!% Avatar – movieɫɬɚɬɭɫɵ 140!% Statuses – social mediaɫɭɦɟɪɤɢ 130!% Twilight – movieɸɬɭɛ 110!% YouTube – online video
Category Growth
Travel 153!%Sports 103!%Food & drink 93!%Local 84!%Beauty & personal care 84!%
Website Category Reach UV
yandex.ru Search engines 62!% 26.0 mil. mail.ru Email & messaging 51!% 21.0 mil. odnoklassniki.ru Social networks 26!% 11.0 mil. youtube.com Online video 23!% 9.8 mil. rambler.ru Web portals 22!% 9.0 mil.
Advertising in Russia
Cinema 94
Media Split 2010 (!mil. USD!)
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months"*
Source: Google Insights for Search
Search Query Growth2005!–!2010
2005 Jun 2010
Total Ad Spending (!bn USD!)
Source: ZenithOptimedia, Mar 2010Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010"*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated *!estimated
Online Ad Spending (!mil. USD!)
© Google Confi dential and Proprietary 33
TV4,252
Print1,184
Outdoor1,058
Online736
Radio327
10"%
+"55"%
2008 2009 2010 2011 2012
11.1
6.47.7
8.7!*10.0!*
2008 2009 2010 2011 2012
708598
736886!*
1,097!*
1908"%
Keyword Growth Category
ɧɚɨɦɢ ɭɨɬɬɫ >5000!% Naomi Watts – british actressɚɜɚɬɚɪ 200!% Avatar – movieɫɬɚɬɭɫɵ 140!% Statuses – social mediaɫɭɦɟɪɤɢ 130!% Twilight – movieɸɬɭɛ 110!% YouTube – online video
Category Growth
Travel 153!%Sports 103!%Food & drink 93!%Local 84!%Beauty & personal care 84!%
Website Category Reach UV
yandex.ru Search engines 62!% 26.0 mil. mail.ru Email & messaging 51!% 21.0 mil. odnoklassniki.ru Social networks 26!% 11.0 mil. youtube.com Online video 23!% 9.8 mil. rambler.ru Web portals 22!% 9.0 mil.
Advertising in Russia
Cinema 94
Search:Yandex 56% (2011) Google 31% (2011)Mail.ru 8% (2011)
Social:VK.com 75 mil. (2011) Odnoklassniki 70 mil. (2011)Facebook 7-9 mil (2011)
Source: Yamondo.com website
Media Split 2010 (!mil. USD!)
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months"*
Source: Google Insights for Search
Search Query Growth2005!–!2010
2005 Jun 2010
Total Ad Spending (!bn USD!)
Rising CategoriesJan 2009 vs. Jul 2010"*
*!Search query growth per categorySource: Google
%
Source: Google
100
Online Ad Spending (!mil. USD!)
© Google Confi dential and Proprietary 47
*!estimated *!estimated
Newspapers897
Outdoor567
Magazines238
2008 2009 2010 2011 2012
2.11.9 1.9
2.1!* 2.1!*
2008 2009 2010 2011 2012
1219
38
49!*
62!*
Keyword Growth Category
fi fa 500!% Football associationfacebook login 300!% Social networkshotspot shield download 150!% VPN clientgamezer 110!% Online gamesbooking 100!% Hotel reservation service
Category Growth
Sports 92!%Travel 81!%Beauty & personal care 76!%Food & drink 76!%Local 63!%
+"417"%
Advertising in the United Arab Emirates
Website Category Reach UV
yahoo.com Web portals 51!% 2.9 mil. facebook.com Social networks 51!% 2.9 mil. live.com Search engines 35!% 2.0 mil. msn.com Web portals 24!% 1.3 mil. blogspot.com Blogging services 21!% 1.2 mil.
Radio147
2"%
Cinema 21Online 38
TV 79
1080"%
Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
United Arab EmiratesPopulation Structure 69% female & 31% malePopulation 4.975.593
Stats on Emerging Markets
Media SplitTV/Print/Outdoor/Radio
98%vs.2%Online
Media Split 2010 (!mil. USD!)
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months"*
Source: Google Insights for Search
Search Query Growth2005!–!2010
2005 Jun 2010
Total Ad Spending (!bn USD!)
Rising CategoriesJan 2009 vs. Jul 2010"*
*!Search query growth per categorySource: Google
%
Source: Google
100
Online Ad Spending (!mil. USD!)
© Google Confi dential and Proprietary 47
*!estimated *!estimated
Newspapers897
Outdoor567
Magazines238
2008 2009 2010 2011 2012
2.11.9 1.9
2.1!* 2.1!*
2008 2009 2010 2011 2012
1219
38
49!*
62!*
Keyword Growth Category
fi fa 500!% Football associationfacebook login 300!% Social networkshotspot shield download 150!% VPN clientgamezer 110!% Online gamesbooking 100!% Hotel reservation service
Category Growth
Sports 92!%Travel 81!%Beauty & personal care 76!%Food & drink 76!%Local 63!%
+"417"%
Advertising in the United Arab Emirates
Website Category Reach UV
yahoo.com Web portals 51!% 2.9 mil. facebook.com Social networks 51!% 2.9 mil. live.com Search engines 35!% 2.0 mil. msn.com Web portals 24!% 1.3 mil. blogspot.com Blogging services 21!% 1.2 mil.
Radio147
2"%
Cinema 21Online 38
TV 79
1080"%
Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
United Arab Emirates
Media Split 2010 (!mil. USD!)
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months"*
Source: Google Insights for Search
Search Query Growth2005!–!2010
2005 Jun 2010
Total Ad Spending (!bn USD!)
Rising CategoriesJan 2009 vs. Jul 2010"*
*!Search query growth per categorySource: Google
%
Source: Google
100
Online Ad Spending (!mil. USD!)
© Google Confi dential and Proprietary 47
*!estimated *!estimated
Newspapers897
Outdoor567
Magazines238
2008 2009 2010 2011 2012
2.11.9 1.9
2.1!* 2.1!*
2008 2009 2010 2011 2012
1219
38
49!*
62!*
Keyword Growth Category
fi fa 500!% Football associationfacebook login 300!% Social networkshotspot shield download 150!% VPN clientgamezer 110!% Online gamesbooking 100!% Hotel reservation service
Category Growth
Sports 92!%Travel 81!%Beauty & personal care 76!%Food & drink 76!%Local 63!%
+"417"%
Advertising in the United Arab Emirates
Website Category Reach UV
yahoo.com Web portals 51!% 2.9 mil. facebook.com Social networks 51!% 2.9 mil. live.com Search engines 35!% 2.0 mil. msn.com Web portals 24!% 1.3 mil. blogspot.com Blogging services 21!% 1.2 mil.
Radio147
2"%
Cinema 21Online 38
TV 79
1080"%
Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
Stats on Emerging Markets
Search:Google 80% (2011) Yahoo 10% (2011)MSN 9% (2011)
Social:Facebook (2011) Linkedin (2011)
Source: Yamondo.com website
PolandPopulation Structure 52% female & 48% malePopulation 38.463.689
Advertising in Poland
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months!*
Source: Google Insights for Search
Search Query Growth2005"–"2010
2005 Jun 2010
Total Ad Spending ("bn USD")
Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010!*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated
© Google Confi dential and Proprietary 29
Keyword Growth Category
demotywatory 2450!% Humorfacebook 450!% Social networksyoutube.pl 400!% YouTube – online videonasza klasa.pl 250!% Social networksallegro.pl 190!% Online auction
Website Category Reach UV
onet.pl Web portals 48!% 10.0 mil. nk.pl Social networks 48!% 10.0 mil. allegro.pl Auctions 47!% 9.8 mil. wp.pl Web portals 47!% 9.8 mil. youtube.com Online video 43!% 8.9 mil.
Category Growth
Travel 60!%Local 43!%Recreation 34!%Home & garden 20!%Food & drink 19!%
530!%
Media Split 2010 ("mil. USD")
TV1,501
Online378
Magazines307
Outdoor 248
Newspapers217
Radio190
Cinema 40
13!%
Source: ZenithOptimedia, Mar 2010*!estimated
2008 2009 2010 2011 2012
306 333378
436!*
511!*Online Ad Spending ("mil. USD")
2008 2009 2010 2011 2012
3.22.8 2.9 3.1!*
3.4!*
+!67!%
Stats on Emerging Markets
Media SplitTV/Print/Outdoor/Radio
87%vs.13%Online
Poland
Advertising in Poland
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months!*
Source: Google Insights for Search
Search Query Growth2005"–"2010
2005 Jun 2010
Total Ad Spending ("bn USD")
Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010!*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated
© Google Confi dential and Proprietary 29
Keyword Growth Category
demotywatory 2450!% Humorfacebook 450!% Social networksyoutube.pl 400!% YouTube – online videonasza klasa.pl 250!% Social networksallegro.pl 190!% Online auction
Website Category Reach UV
onet.pl Web portals 48!% 10.0 mil. nk.pl Social networks 48!% 10.0 mil. allegro.pl Auctions 47!% 9.8 mil. wp.pl Web portals 47!% 9.8 mil. youtube.com Online video 43!% 8.9 mil.
Category Growth
Travel 60!%Local 43!%Recreation 34!%Home & garden 20!%Food & drink 19!%
530!%
Media Split 2010 ("mil. USD")
TV1,501
Online378
Magazines307
Outdoor 248
Newspapers217
Radio190
Cinema 40
13!%
Source: ZenithOptimedia, Mar 2010*!estimated
2008 2009 2010 2011 2012
306 333378
436!*
511!*Online Ad Spending ("mil. USD")
2008 2009 2010 2011 2012
3.22.8 2.9 3.1!*
3.4!*
+!67!%
Advertising in Poland
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months!*
Source: Google Insights for Search
Search Query Growth2005"–"2010
2005 Jun 2010
Total Ad Spending ("bn USD")
Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010!*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated
© Google Confi dential and Proprietary 29
Keyword Growth Category
demotywatory 2450!% Humorfacebook 450!% Social networksyoutube.pl 400!% YouTube – online videonasza klasa.pl 250!% Social networksallegro.pl 190!% Online auction
Website Category Reach UV
onet.pl Web portals 48!% 10.0 mil. nk.pl Social networks 48!% 10.0 mil. allegro.pl Auctions 47!% 9.8 mil. wp.pl Web portals 47!% 9.8 mil. youtube.com Online video 43!% 8.9 mil.
Category Growth
Travel 60!%Local 43!%Recreation 34!%Home & garden 20!%Food & drink 19!%
530!%
Media Split 2010 ("mil. USD")
TV1,501
Online378
Magazines307
Outdoor 248
Newspapers217
Radio190
Cinema 40
13!%
Source: ZenithOptimedia, Mar 2010*!estimated
2008 2009 2010 2011 2012
306 333378
436!*
511!*Online Ad Spending ("mil. USD")
2008 2009 2010 2011 2012
3.22.8 2.9 3.1!*
3.4!*
+!67!%
Stats on Emerging Markets
Search:Google 97% (2011) MSN 1,5% (2011)Netsprint-wp.pl 1,2% (2011)
Social:Nasza-Klasa.pl 83% of Web-User in Poland (2011) Facebook 59% (2011)Fotka.pl 10% (2011)
Source: Yamondo.com website
ChinaPopulation Structure 51,5% female & 48,5% malePopulation 1.330.141.295
Stats on Emerging Markets
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months!*
Source: Google Insights for Search
Search Query Growth2005"–"2010
2005 Jun 2010
Total Ad Spending ("bn USD")
Source: ZenithOptimedia, Mar 2010Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010!*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated *!estimated
© Google Confi dential and Proprietary 9
Keyword Growth Category
xixi >5000!% XiXi – gaming site >5000!% Seer – web game for children
7k7k 300!% Qi K Qi K – fl ash games4399 150!% 4399 games – fl ash gamesdnf 140!% DNF game – online game
+!252!%
2008 2009 2010 2011 2012
18.9 20.322.8
26.1!*30.7!*
2008 2009 2010 2011 2012
2.73.3
4.3
6.3!*
9.5!*
Media Split 2010 ("mil. USD")
TV9,209
Newspapers4,688
Online4,252
Outdoor2,982
19!%
350!%Website Category Reach UV
baidu.com Search engines 76!% 170 mil. qq.com Email & messaging 62!% 140 mil. sina.com.cn Web portals 47!% 110 mil. taobao.com Classifi eds 38!% 87 mil. 163.com Web portals 35!% 81 mil.
Category Growth
Sports 59!%Real estate 44!%Home & garden 40!%Local 36!%Science 33!%
Advertising in China
Online Ad Spending ("bn USD")
Cinema 42Magazines 446
Radio 1,136
Media SplitTV/Print/Outdoor/Radio
81%vs.19%Online
China
Stats on Emerging Markets
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months!*
Source: Google Insights for Search
Search Query Growth2005"–"2010
2005 Jun 2010
Total Ad Spending ("bn USD")
Source: ZenithOptimedia, Mar 2010Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010!*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated *!estimated
© Google Confi dential and Proprietary 9
Keyword Growth Category
xixi >5000!% XiXi – gaming site >5000!% Seer – web game for children
7k7k 300!% Qi K Qi K – fl ash games4399 150!% 4399 games – fl ash gamesdnf 140!% DNF game – online game
+!252!%
2008 2009 2010 2011 2012
18.9 20.322.8
26.1!*30.7!*
2008 2009 2010 2011 2012
2.73.3
4.3
6.3!*
9.5!*
Media Split 2010 ("mil. USD")
TV9,209
Newspapers4,688
Online4,252
Outdoor2,982
19!%
350!%Website Category Reach UV
baidu.com Search engines 76!% 170 mil. qq.com Email & messaging 62!% 140 mil. sina.com.cn Web portals 47!% 110 mil. taobao.com Classifi eds 38!% 87 mil. 163.com Web portals 35!% 81 mil.
Category Growth
Sports 59!%Real estate 44!%Home & garden 40!%Local 36!%Science 33!%
Advertising in China
Online Ad Spending ("bn USD")
Cinema 42Magazines 446
Radio 1,136
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months!*
Source: Google Insights for Search
Search Query Growth2005"–"2010
2005 Jun 2010
Total Ad Spending ("bn USD")
Source: ZenithOptimedia, Mar 2010Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010!*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated *!estimated
© Google Confi dential and Proprietary 9
Keyword Growth Category
xixi >5000!% XiXi – gaming site >5000!% Seer – web game for children
7k7k 300!% Qi K Qi K – fl ash games4399 150!% 4399 games – fl ash gamesdnf 140!% DNF game – online game
+!252!%
2008 2009 2010 2011 2012
18.9 20.322.8
26.1!*30.7!*
2008 2009 2010 2011 2012
2.73.3
4.3
6.3!*
9.5!*
Media Split 2010 ("mil. USD")
TV9,209
Newspapers4,688
Online4,252
Outdoor2,982
19!%
350!%Website Category Reach UV
baidu.com Search engines 76!% 170 mil. qq.com Email & messaging 62!% 140 mil. sina.com.cn Web portals 47!% 110 mil. taobao.com Classifi eds 38!% 87 mil. 163.com Web portals 35!% 81 mil.
Category Growth
Sports 59!%Real estate 44!%Home & garden 40!%Local 36!%Science 33!%
Advertising in China
Online Ad Spending ("bn USD")
Cinema 42Magazines 446
Radio 1,136
Search:Baidu 77% (2011) Google 18% (2011)Sogou 3% (2011)
Social:renren 160 mil. (Feb. 2011) WeiBo 250 mil. (2011)
Source: Yamondo.com website
Population Structure 50% female & 50% malePopulation 77.804.122
Media Split 2010 (!mil. USD!)
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months"*
Source: Google Insights for Search
Search Query Growth2005!–!2010
2005 Jun 2010
Total Ad Spending (!bn USD!)
Source: ZenithOptimedia, Mar 2010Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010"*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated *!estimated
Online Ad Spending (!mil. USD!)
© Google Confi dential and Proprietary 43
TV1,172
Newspapers556
Online173
8"%
+"233"%
2008 2009 2010 2011 2012
2.5
2.02.2
2.4!*2.7!*
2008 2009 2010 2011 2012
73
132
173204!*
243!*
1900"%
Category Growth
Beauty & personal care 159!%Travel 94!%Online communities 89!%Real estate 53!%Telecommunications 27!%
Keyword Growth Category
facebook.com 250!% Social networksçeviri 200!% Translationmemurlar net 120!% Site for government employeesradyo dinle 100!% Listen to the radioaraba oyunları 60!% Car games
Website Category Reach UV
facebook.com Social networks 76!% 16.0 mil. live.com Search engines 52!% 11.0 mil. msn.com Web portals 29!% 6.1 mil. mynet.com Web portals 24!% 5.1 mil. izlesene.com Photo & video sharing 22!% 4.6 mil.
Advertising in Turkey
Cinema 27
Radio 66Magazines 53
Outdoor 150
Turkey
Media SplitTV/Print/Outdoor/Radio
87%vs.13%Online
Media Split 2010 (!mil. USD!)
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months"*
Source: Google Insights for Search
Search Query Growth2005!–!2010
2005 Jun 2010
Total Ad Spending (!bn USD!)
Source: ZenithOptimedia, Mar 2010Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010"*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated *!estimated
Online Ad Spending (!mil. USD!)
© Google Confi dential and Proprietary 43
TV1,172
Newspapers556
Online173
8"%
+"233"%
2008 2009 2010 2011 2012
2.5
2.02.2
2.4!*2.7!*
2008 2009 2010 2011 2012
73
132
173204!*
243!*
1900"%
Category Growth
Beauty & personal care 159!%Travel 94!%Online communities 89!%Real estate 53!%Telecommunications 27!%
Keyword Growth Category
facebook.com 250!% Social networksçeviri 200!% Translationmemurlar net 120!% Site for government employeesradyo dinle 100!% Listen to the radioaraba oyunları 60!% Car games
Website Category Reach UV
facebook.com Social networks 76!% 16.0 mil. live.com Search engines 52!% 11.0 mil. msn.com Web portals 29!% 6.1 mil. mynet.com Web portals 24!% 5.1 mil. izlesene.com Photo & video sharing 22!% 4.6 mil.
Advertising in Turkey
Cinema 27
Radio 66Magazines 53
Outdoor 150
Media Split 2010 (!mil. USD!)
Top WebsitesSep 2010
Source: DoubleClick Ad Planner*UV = Unique Visitors
Source: ZenithOptimedia, Mar 2010
Aggregated Google Search queries
*!Selected queries, Aug 2010
Rising Searcheslast 12 months"*
Source: Google Insights for Search
Search Query Growth2005!–!2010
2005 Jun 2010
Total Ad Spending (!bn USD!)
Source: ZenithOptimedia, Mar 2010Source: ZenithOptimedia, Mar 2010
Rising CategoriesJan 2009 vs. Jul 2010"*
*!Search query growth per categorySource: Google
%
Source: Google
100
*!estimated *!estimated
Online Ad Spending (!mil. USD!)
© Google Confi dential and Proprietary 43
TV1,172
Newspapers556
Online173
8"%
+"233"%
2008 2009 2010 2011 2012
2.5
2.02.2
2.4!*2.7!*
2008 2009 2010 2011 2012
73
132
173204!*
243!*
1900"%
Category Growth
Beauty & personal care 159!%Travel 94!%Online communities 89!%Real estate 53!%Telecommunications 27!%
Keyword Growth Category
facebook.com 250!% Social networksçeviri 200!% Translationmemurlar net 120!% Site for government employeesradyo dinle 100!% Listen to the radioaraba oyunları 60!% Car games
Website Category Reach UV
facebook.com Social networks 76!% 16.0 mil. live.com Search engines 52!% 11.0 mil. msn.com Web portals 29!% 6.1 mil. mynet.com Web portals 24!% 5.1 mil. izlesene.com Photo & video sharing 22!% 4.6 mil.
Advertising in Turkey
Cinema 27
Radio 66Magazines 53
Outdoor 150
Turkey
Search:Google 98% (2011) Bing 1% (2011)Yahoo 1% (2011)
Social:Facebook 30.3 mil. (2011) Twitter 4 mil. (2011)
Emerging Market Strategy (Turkey)
Why everybody about Turkey? - GDP per Capita: Growing at 7% per year (8.3% in Q3 2011)
- Population / Demographics: 77,8 Million / Median Age is 27
- E-Commerce Users: Grew 2.5 times to 22Million in the last 2 years
- E-Commerce Growth: Over 100% in 2011, reaching $15M
Emerging Market Strategy (Turkey)
Why everybody about Turkey? - E-Commerce Audience: 70% of online users are younger than 34 years of age
- Credit Card Penetration: 60% (compared to an EU average of less than 50%)
- Strong Logistics: Ship any product in 24 hours if the customer is within 600km from the company warehouse.
Emerging Market Strategy (Turkey)
Why everybody about Turkey? - 2nd Fastest growing digital market in 2010 (30%)
- 6th Fastest growing digital market in 2011 (25%)
- Mobile represents 1.8% share of Digital Ad Market
- Online Communities: Turkey is Facebook’s 5thlargest user base (number 1 for Friendfeed and number 8 for Twitter).
- Investments: Kleiner Perkins, Naspers, Ebay, Amazon, Intel Capital and others doing large deals in Turkey; Gittigidiyor at $275M, Markafoni at $220M
Emerging Market Strategy (Turkey)
Opportunities and Challenges
Emerging Market Strategy (Turkey)
Digital Advertisment Eco-System in the USASource: Luma Partners
Emerging Market Strategy (Turkey)
Digital Advertisement Eco-System in Turkey
Emerging Market Strategy (Turkey)
- Estimated Number of E-Commerce Sites in Turkey: 25.000
- Major Players (Local and International) – Markafoni Group, Otto Group, Rocket Internet, Dogan Online Group etc…
- Pre-dominantly Retail/E-Commerce
- Travel sector has begun with Turkish Airlines leading the way, other competitors have confirmed to start their affiliate program by September 2012.
- Telco, Finance, Insurance is substantially small at the moment – soon to be implemented “digital signature” law may change everything.
- Strong opportunity for e-commerce players, many foreign groups have setup successful businesses already.
Advertisers Eco-System
- (GelirOrtaklari) is the first and leading affiliate network in Turkey
- Zanox has opened its Istanbul office in 2011
- TradeDoubler Cooperation
- Few smaller networks also exist
- Many Sales Houses but few AdNetworks
Emerging Market Strategy (Turkey)
Network Eco-System
Emerging Market Strategy (Turkey)
- A REAL opportunity for Affiliate Publishers - Coupon Sites: less than 5 players - Cashback Sites: less than 5 players - Comparison Sites: 3 sizeable players - Product Review Sites: none - Email DB / Co-Reg.: less than 5 players - Meta-searches: no localized player - Product Review Videos: none
Publisher Eco-System
Founded in 200842 EmployeesEndeavor Company, backed by several international investors.
4 Major Business Lines
Plan ROI Agency:Specialized in digital media planning/buying and advanced search engine marketing
GelirOrtaklari:Turkey’s leading affiliate network, with over 100 advertisers and 6000 publishers
Retarget+:Turkey’s leading personliased remarketing platform
Adinomi:Building Turkey’s first audience network
Emerging Market Strategy (Turkey)
Wewish you
anawesome#a4uexpo
Thank you!
Q&A
Dominik JohnsonExecutive Manager (GPA)explido WebMarketing GmbH & Co. KG
twitter: twitter.com/dominik_johnsonfacebook: facebook.com/dominik.johnsonlinkedIn: de.linkedin.com/in/dominikjohnsonXING: xing.com/profile/Dominik_Johnson
Telefon: +49 821 / 21 77 95 - 631E-Mail: [email protected]
Yunus GüvenenManaging PartnerDigitouch
twitter: twitter.com/yunusguvenenfacebook: facebook.com/yunus.guvenenlinkedIn: tr.linkedin.com/yunus-guvenen/1/244/a1XING: xing.com/profile/Yunus_Guvenen
Telefon: +90 533 357 50 - 36E-Mail: [email protected]