Media Market: Montenegro 2015Dragan MarkesicDirect Media Montenegro
IZAZOV CONFERENCE 02/03/2016
Media Market: Montenegro 2015Dragan MarkesicDirect Media Montenegro
IZAZOV CONFERENCE 02/03/2016
1 InvestmentsMarket stabilization 2 Allocation
How do we invest?3 DigitalUtapped potential
4 StructureTop advertisers 5 Agencies
Together we’re stronger
6 ChallengesScience, then Art
2008 2009 2010 2011 2012 2013 2014 2015
12.512.0
Mill
ion
EUR
13.5
11.0 11.5 11.510.0 10.0
2015 – Market stabilization
Sour
ce: I
psos
Str
ateg
ic P
lus,
DM
est
imat
ion
12.313.4
10.8 11.4 11.310.0
AD spend YoY (%) – comparative analysisThe growth of digital media has raised the entire AD market in Europe – as opposed to the CEE market, and especially Montenegro
Source: IAB Europe, 2015
1.8% 3.0%
-5.0%
-13%
-1.6%
0.0%
-9.5%-13%
11.7% 11.4%13.8%
0%
Total Europe West Europe CEE markets Montenegro
Total market Market without digital Digital media
12.312.113.4
10.8 11.4 11.310.0 10.0
AD spend per capita (€) – comparative analysis
43.6
35.0 39.8
23.0
58.7 55.0
59.9
32.5
22.2
6.5 11.3 10.0 8.9
2.1 1.0 4.2
TV PRINT DIGITAL OTHER MEDIA
Total Europe West Europe CEE Markets Montenegro
Spending on digital media in WE is now exceeding all other for the first time
Montenegro as an underestimated market
Source: IAB Europe, 2015
43%46%
49%52%53%54%54%53%52%
24%22%19%
17%15%14%13%
13%13%
27%27%
26%24%
24%23%
22%22%
22%
5%4%
4%4%4%
4%5%
5%6%
2%3%4%5%6%7%7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
200720082009201020112012201320142015
TV PRINT OOH RADIO DIGITAL
Source : Ipsos Strategic Plus, DM estimation
Media mix Montenegro
12.312.113.4
10.8 11.4 11.310.0 10.0
Media Mix Europe VS Montenegro
Source: IAB Europe, 2015
32%
29%
26%
7%5% 1%
TV
DIGITAL
OOH
RADIO
CINEMA
52%
7%
13%
22%
6%TV
DIGITAL
OOH
RADIO
Source: Ipsos Strategic Plus, DM estimation
Europe Montenegro
Digital in Montenegro• The estimated Internet penetration is 67% at the end of 2015, while smartphone penetration is
around 50%.
• Regardless of the excellent premises, investments in digital media in 2015 experienced nosignificant growth. The main cause is the lack of appeal of the total market, as well as the lack ofinterest among clients for these communication channels only.
• When digital channels are observed individually, one conclusion is that the main drop in interestis experienced in standard display advertising, while rich media formats, pre-roll video, socialmedia, and mobile advertising are on the rise. GDN is becoming the main competitor of localwebsites in display advertising, achieving significant growth of investments – CPM for thiscommunication channel is significantly cheaper than on local websites. More and more clients areturning to GDN and achieve identical results with lower investments.
• Telecommunication companies are the biggest advertisers in digital by far, followed by localfurniture stores, betting venues, banks…
Digital in Montenegro
95%
36%
31%
38%
37%
33%
56%
50%
27%
30%
32%
5%
8%
19%
35%
33%
35%
0% 20% 40% 60% 80% 100%
2011
2012
2013
2014
2015
2016 EST
Tenancy
CPM
CPC
BUYING MODEL – estimate based on the net investment
Digital in Montenegro
94%
93%
82%
77%
75%
68%
5%
8%
10%
13%
6%
7%
12%
15%
13%
15%
1%
2%
4%
0% 20% 40% 60% 80% 100%
2011
2012
2013
2014
2015
2016 EST
Desktop
Mobile
Social
Video
SPENDING BY CHANNELS – based on the net investment
Digital in Montenegro
100%
92%
88%
75%
67%
60%
8%
12%
25%
33%
40%
0% 20% 40% 60% 80% 100%
2011
2012
2013
2014
2015
2016 EST
Rich
Standard
SPENDING BY FORMATS – based on the net investment
Digital in Montenegro
97%
93%
93%
82%
54%
50%
3%
4%
5%
16%
42%
46%
2%
2%
2%
3%
4%
0% 20% 40% 60% 80% 100%
2011
2012
2013
2014
2015
2016 EST
Desktop
Mobile
Tablet
VISITS BY DEVICES – based on the impressions on the most popular local website
Top categories – total market net estimation (%)TELECOMMUNICATIONS≈ 26%
FMCG ≈ 22%
RETAIL ≈ 15%
BANKING AND INSURANCE≈ 12%
Agencies
Media
• Direct media• Universal
media/• McCann• Media
Level/• Media • Publikum/
Cremaco• Grey• Worldvide
PR
• MAMA• Represent
Communications
• PRISMA
Full service
• MAPA• Trust• New
Moment• Gondor
BTL
• Yellow• events
Digital
• Amplitudo• Fleka
Challenges 2016
Using technologies:implementing programmatic buying, further development of measuring media in Montenegro, precise data = benefits for clients
Augmenting the market:small countries, client requirements, small budgets
Science and Art:data are primary, as well as constant innovations by the agencies themselves; implementing global trends
Copyright © Direct Media 2014 All rights reserved. This document is protected by international copyright law and may not be reprinted,reproduced, copied or utilized in whole or in Part by any means including electronic, mechanical, or other means without the prior writtenconsent of Direct Media
Copyright © Direct Media 2016. All rights reserved. This document is protected by international copyright law and may not be reprinted,reproduced, copied or utilized in whole or in Part by any means including electronic, mechanical, or other means without the prior writtenconsent of Direct Media