Ринки реклами та дистрибуції в світі. Чого очікувати...
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Ринки реклами та дистрибуції в світі. Чого очікувати українським видавцям? Всесвітня Газетна Асоціація, WAN-IFRA, генеральний директорTRANSCRIPT
© 2010 WAN-IFRA
Christoph Riess
CEO, WAN-IFRA
Ukrainian Newspaper Congress
Kiev 29.10.2010
The future of media businessUkraine a Land of Opportunities
© 2010 WAN-IFRA, 2
Ukraine economic and demografic situation
Media consumption:
How many people are reading news in the print, on-line, on the mobile?
Advertising expenditure by media
Where is the money going ?
Newspaper revenue
Is it content paid, advertising paid or digital revenue ?
Internet versus mobile phone
© 2010 WAN-IFRA, 3
The External Crisis – End of 2009
Real GDP Growth 2009
-20% -10% 0%
-18%
-15.1%
-15%
-14.1%
-7.9%
-7.1%
-6.3%
-4.9%
-4.7%
-3.6%
-3%
-2.4%
-2.2%
Latvia
Ukraine
Lettland
Estonia
Russia
Romania
Hungary
United Kingdom
Slovakia
Austria
Belgium
United States
France
Source: CIA
WIkipedia © 2010 WAN-IFRA, 4
© 2010 WAN-IFRA, 5
2006 2007 2008 2009
All Newspapers 22 42.8 39.5 34.2
Magazines 14 18.5 17.5 15.4
Radio 81 56.9 48.4 49
Television 145 88.5 85.9 88.3
Internet 7 10 16.4 21.2
Source: TNS Ukraine
Media consumption Ukraine 2009 (minutes per day)
© 2010 WAN-IFRA, 6Global Daily Newspaper Reach Paid and Free Circ. - WPT Global- Pop World Bank RPC - WPT
25.2%
Ukraine
Global reach daily newspapers
PAID DAILIES, TOP 20 COUNTRIES BY POPULATION REACH (%)
Rank CountryAll adults
%
1 Iceland 96
2 Japan 91.5
3 Norway 82
4 Sweden 82
5 Switzerland 81.7
6 Finland 80
7 Hong Kong 79.6
8 Singapore 78.3
9 Luxembourg 77.6
10 Austria 75
11 Denmark 74
12 Canada 73
13 Germany 71.4
14 Netherlands, The 68.1
15 Estonia 62.6
16 Israel 60.5
17 Korea, Republic of 58.5
18 Ireland 56.4
19 Malaysia 56
20 Poland 55.3
Ukraine 25.2
Paid dailies, Top 20 countries by population reach (%)
© 2010 WAN-IFRA, 8ZENITHOPTIMEDIA JULY 10
Global advertising expenditure by media (USD million)
Advertising expenditure per media (USD million)
Ukraine
© 2010 WAN-IFRA, 9Source: Ukrainian adCoalition, Cortex, ZenithOptimedia
© 2010 WAN-IFRA, 10
Global Advertising share trend ‘ Big Three’
2009
ZENITHOPTIMEDIA JULY 10
© 2010 WAN-IFRA, 11
Advertising share Ukraine „Big Three“ (in percent)
Source: Ukrainian adCoalition, Cortex, ZenithOptimedia
© 2010 WAN-IFRA, 12
Global newspaper revenue by source (USD millions)
PRINT PRINT ADVERTISINGPRINT PRINT ADVERTISING CIRCULATION REVENUE CIRCULATION REVENUE DIGITAL ADVERTISINGDIGITAL ADVERTISING
PRICEWATERHOUSECOOPERS GMEO 2005-2014, US $ MILLIONS
Content paid model digital advertisingContent paid model digital advertising
© 2010 WAN-IFRA, 13
Ukraine Newspaper revenue by source
PRINT ADVERTISINGPRINT ADVERTISINGPRINT ADVERTISINGPRINT ADVERTISING CIRCULATION REVENUE CIRCULATION REVENUE CIRCULATION REVENUE CIRCULATION REVENUE DIGITAL ADVERTISINGDIGITAL ADVERTISINGDIGITAL ADVERTISINGDIGITAL ADVERTISING
Ukrainian Media Holding, Ria Media Corp., ZenithOptimedia
Digital 4.6%
Print 95.4 %
2012
© 2010 WAN-IFRA, 14
Type of newspaper sales
Source: UAPP
Mobile vs internet opportunity +/-
15
Lots of them and they are happy to pay for content! But no ads please (maybe)
Lots of them and they are happy to pay for content! But no ads please (maybe)
Established ad model but users will not (so far) –pay for content. Search engines dominate
Established ad model but users will not (so far) –pay for content. Search engines dominate
MOBILEMOBILE PC / InternetPC / Internet
© 2010 WAN-IFRA, 15
© 2010 WAN-IFRA, 16WPT 2010
WPT 2010
Penetration (%)
Mobile vs Internet Penetration
© 2010 WAN-IFRA, 17
Laptop & Mobile Tablet E-Reader
? ?Netbook
e-book reader
© 2010 WAN-IFRA, 18
Mobile Content – Showing Signs of Fullfilling Early Promise
Economical situation and demographic background an opportunity?
Good educational base
Newspaper reach on average
Advertising for newspapers and Internet still to be developed
Newspaper subscriptions increase
Mobile and Internet penetration ready for opportunities
© 2010 WAN-IFRA, 20
The future of media businessUkraine a Land of Opportunities
