The reports covers some of the internet aspects in Lithuanian media landscape. Data on adpends, advertisers, categories, buying models, evaluation capabilities is provided.

1. Digital media landscape: Lithuania 2009 YTD

2. Content The market Internet media share, spends, advertisers, sectors Digital population Insights into media audience What’s inside the medium Top sites, browsers, search engines Internet – social media Who lives in facebook Internet for sale How and what to buy Planning path The technology inside Keeping the track Digital campaign evaluation

3. The market Internet media share, spends, advertisers, sectors

4. Media spend dynamics (in mlneur, estimated net) Despite very optimistic prognosis online media was also affected by economic recession (gross revenues during Jan-Aug 2009 dropped by 17% in comparison to 2008). However, actual situation might be different as online advertising monitoring is still lacking accuracy. As online penetration is sufficient to reach mass audience it already became an alternative to other media channels (print, radio, outdoor). It became a trend that lots of clients are considering redistribution of budgets for year 2010. Since media budgets do not seem to increase some larger share is “cut” from TV and directed to online. Advertisers migrate to digital

5. TOP 10 advertisers & Sectors in internet (in ‘000 eur, gross) sectors advertisers

6. Digital population Insights into media audience

7. Time spent with medium (in hours per day) for internet: people who used internet during recent 7 days Online activities became more various. People are not just reading news, or paying bills. The boost of e-commerce is expected for the nearest future. This is reflected in time spent with the medium. 3 hours per day are spent in internet during work days (2.5 during weekends). Internet usage time is higher than average in 15-29 y.o. segment. Meanwhile, older audience still prefer TV as a major source or information and entertainment. Younger people spend more time in internet

8. Age structure of internet users Internet users - people who used internet during recent 7 days Age spit of internet users correlate with media usage patterns – whose who spend the most time with internet are major medium “consumers” - almost half of internet users are in age group 15-29 y.o. However, older “grown-up” share of audience make significant share of internet “population” – over 40% . Young adults – the core of internet audience

9. Activities in internet among those who used internet during recent 6 months E-mailing and search are the most common types of activities in all age groups. However, younger users tend to use more of “socializing” activities of internet – Skyping, participating in social networks, exchanging photos and videos. Meanwhile, older internet users are more actively engaged in “rational” features of internet – they use e-banking, e-commerce, follow local news. General trend is that younger internet users are adopting to web 2.0 possibilities faster. Youth make better use of internet possibilities

10. What’s inside the medium Top sites, browsers, search engines

11. TOP 20 internet portals Gemius, 2009 August

12. internet application rankings Gemius Ranking, 2009-09-28/2009-10-04 A ranking of mobile devices that are used by persons connecting from Lithuania with Lithuanian web sites. The ranking is based on the number of page views concerning sites included in the gemiusTraffic study. A ranking of search engines, from which internet users reach Lithuanian sites when connecting from Lithuania. The ranking is based on the percentage number of visits made from a search engine to sites included in the gemiusTraffic study. A ranking of web browsers groups that are used by persons connecting from Lithuania with Lithuanian web sites. The ranking is based on the number of page views concerning sites included in the gemiusTraffic study. A ranking of operating systems that are used by persons connecting from Lithuania with Lithuanian web sites. The ranking is based on the number of page views concerning sites included in the gemiusTraffic study. Operating systems Web browsers Mobile devices Search engines

13. Internet - social media Who lives in facebook

14. Top Communities 2.0 87% 37% 34% 34% 28% 13% 11%

16. 85% of SM users connect every day.

18. Profile oFsm user SM users by age SM users by occupation

20. Almost quarter (22%) of SM users say they feel bad/very bad when they can not connect to their favorite SM site.

21. 14,6% of respondents would prefer virtual communication.”How do you feel when you can not connect to your favorite social network?””

23. 68% indicated that their social profile corresponds to their real personality, however only 24% believe the same about the rest Virtual profile correspondence to real personality

25. Main negative result of participation in SM - waist of time (45,9%) and loss of privacy (23,4%)

28. Usually price is indicated as cost per 1000 exposures.

29. Formats :banner ads, popups, etc.

30. This model usually applied for exposure of average and larger size banners.

31. Main target of such campaign is rand awareness (noticeably) building.

32. Major benefit of this buying model is clear and stabile campaign budget.Price sample Delfi 750x100 rotating banner in front page would cost ~4.35 Eur/1000 exposures. Delfiguarantees 1 million daily exposures – i.e. campaign cost 4.350 Eur/day .

34. This model is usually used for static positions in headers in popular portals and specialized sites.

35. Disadvantage – campaign results and effectiveness are difficult to forecast.Price sample Delfi 570x60 static banner in front page would cost ~3.480 Eur/day .

37. The model is used to attract only those who are interested in product/service, thus advertisers are trying to expose only to target audience.

38. Benefits: control over campaign budget, campaign effectiveness tracking.

39. Format samples: banners, Google AdWords and Adsence, contectual advertising in textads.lt network. Price sample Cost per click in AdClick network varies in range of 0,08-0,15 Eur/click depending on target group category and CTR (click through rate, i.e. efficiency indicator).

41. This is achieved by Search engine optimization (SEO) – it’s he process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to search engine marketing (SEM) which deals with paid inclusion.Site optimization cost varies depending on lots of variables: current situation, competitive environment, targets… Some SEO companies charge from 500 Eur and some “success fee” .

42. Planning path The technology inside

43. “online campaign planning with Gemius audience gemiusAudience is the standard in online audience measurement across Eastern Europe. gemiusAudience provides publishers and media agencies with practical, easy-to-use tools for online media planning. Data is provided once per month, reporting at a weekly or monthly level.

44. Keeping the track Digital campaign evaluation

45. “Gemius Direct Effect” gives information about direct effects of the campaigns like clicks, successful clicks, sales, registrations, interactions… Click-through rate Click rate Visitors who were exposed to the ad Visitors who clicked on the ad Post click Visitors who converted to landing page Post-view Visitors who performed action Visitors who performed action without clicking an ad

46. The interface (media house, advertiser, publisher) The interface 33 statistics 64 statistical views

47. That’s it! Questions please?