where next for performance marketing? creating an emerging market strategy

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


Source: YouTube Video The Guardian


Source: Yamondo.com website

Russia


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!)









2005 Jun 2010





%

Source: Google

100




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"%



Category Growth





Cinema 94










2005 Jun 2010





%

Source: Google

100




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"%



Category Growth





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: DoubleClick Ad Planner*UV = Unique Visitors Aggregated Google Search queries





2005 Jun 2010




%

Source: Google

100




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!*


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


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



98%vs.2%Online








2005 Jun 2010




%

Source: Google

100




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!*



Category Growth


+"417"%




Radio147

2"%

Cinema 21Online 38

TV 79

1080"%



United Arab Emirates








2005 Jun 2010




%

Source: Google

100




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!*



Category Growth


+"417"%




Radio147

2"%

Cinema 21Online 38

TV 79

1080"%




Search:Google 80% (2011) Yahoo 10% (2011)MSN 9% (2011)

Social:Facebook (2011) Linkedin (2011)

PolandPopulation Structure 52% female & 48% malePopulation 38.463.689

Advertising in Poland






Rising Searcheslast 12 months!*


Search Query Growth2005"–"2010

2005 Jun 2010

Total Ad Spending ("bn USD")


Rising CategoriesJan 2009 vs. Jul 2010!*


%

Source: Google

100

*!estimated



demotywatory 2450!% Humorfacebook 450!% Social networksyoutube.pl 400!% YouTube – online videonasza klasa.pl 250!% Social networksallegro.pl 190!% Online auction


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!%



87%vs.13%Online

Poland










2005 Jun 2010





%

Source: Google

100

*!estimated






Category Growth


530!%


TV1,501

Online378

Magazines307

Outdoor 248

Newspapers217

Radio190

Cinema 40

13!%


2008 2009 2010 2011 2012

306 333378

436!*


2008 2009 2010 2011 2012

3.22.8 2.9 3.1!*

3.4!*

+!67!%










2005 Jun 2010





%

Source: Google

100

*!estimated






Category Growth


530!%


TV1,501

Online378

Magazines307

Outdoor 248

Newspapers217

Radio190

Cinema 40

13!%


2008 2009 2010 2011 2012

306 333378

436!*


2008 2009 2010 2011 2012

3.22.8 2.9 3.1!*

3.4!*

+!67!%


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)

ChinaPopulation Structure 51,5% female & 48,5% malePopulation 1.330.141.295










2005 Jun 2010





%

Source: Google

100




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!*


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


81%vs.19%Online

China










2005 Jun 2010





%

Source: Google

100






+!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!*


TV9,209

Newspapers4,688

Online4,252

Outdoor2,982

19!%



Category Growth





Radio 1,136









2005 Jun 2010





%

Source: Google

100






+!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!*


TV9,209

Newspapers4,688

Online4,252

Outdoor2,982

19!%



Category Growth





Radio 1,136

Search:Baidu 77% (2011) Google 18% (2011)Sogou 3% (2011)

Social:renren 160 mil. (Feb. 2011) WeiBo 250 mil. (2011)

Population Structure 50% female & 50% malePopulation 77.804.122










2005 Jun 2010





%

Source: Google

100




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!%


facebook.com 250!% Social networksçeviri 200!% Translationmemurlar net 120!% Site for government employeesradyo dinle 100!% Listen to the radioaraba oyunları 60!% Car games


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


87%vs.13%Online










2005 Jun 2010





%

Source: Google

100




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







Cinema 27


Outdoor 150










2005 Jun 2010





%

Source: Google

100




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







Cinema 27


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


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.


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


Opportunities and Challenges


Digital Advertisment Eco-System in the USASource: Luma Partners


Digital Advertisement Eco-System in 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


Network Eco-System


- 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


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]

where next for performance marketing? creating an emerging market strategy

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