SOCIAL MEDIA LANDSCAPE

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2 SOCIAL MEDIA LANDSCAPE

3 FACEBOOK TRENDS

4 ALL USER BASE Facebook continues strong growth in all Baltic countries. With users social network in Lithuania has 45% penetration among all population. By most recent measurements Lithuanian population on facebook grew by an impressive In Latvia Facebook also continues stable growth and now has users and and 33% penetration. Estonia is also growing fast with users and 47% penetration of all population. Estonia users from 2015 september Latvia Lithuania users from 2015 september users from 2015 september

5 DEMOGRAPHIC DISTRIBUTION and age groups form the majority of facebook users in all Baltic countries. However, Estonia has most mature facebook audience with the highest share of users (32,54%) compared to LT (25,71%) and LV (28,92%). Latvia has the biggest share of users (33,85%). Recently Lithuania had a high increase in age group, whichnow has almost 29% of all Facebook audience. Demographics Lithuania Demographics Latvia Demographics Estonia

6 USAGE TRENDS - LITHUANIA Number of Facebook daily users in Lithuania continues to grow and now social network is accessed by people daily ( from september) or 59% of all fb users are using it daily. Facebook usage via mobile devices continues to grow Now people ( from september) or 75% of all daily users access facebook daily on mobile devices. More important is that ( ) or 37% of all daily users are accessing it only via mobile devices Facebook usage in Lithuania Total users Total monthly Total daily Daily mobile Daily desktop Daily mobile only

7 USAGE TRENDS LATVIA Facebook usage in Latvia Number Facebook daily users in Latvia hasn t changed since september. Social network is accessed by people daily or 57% of all fb users are using it daily Facebook usage via mobile devices continues to grow. Now people ( from september) or 65% of all daily users access facebook daily on mobile devices. Number of people daily using facebook only via mobile devices hasn t changed and is equal to or 41% of all daily users Total users Total monthly Total daily Daily mobile Daily desktop Daily mobile only

8 USAGE TRENDS ESTONIA Facebook now has ( ) daily users in Estonia and 54% of all Estonia facebook users are accessing social network daily. Out of daily facebook users ( ) or 59% of all daily users are doing it on mobile and ( ) or 25% of all daily users are reaching facebook only via mobile Facebook usage in Estonia Total users Total monthly Total daily Daily mobile Daily desktop Daily mobile only

9 USAGE TRENDS ALL COUNTRIES Mobile only daily 42% 41% 37% Estonia has the highest share of all daily users accessing Facebook only via mobile devices (42%) and the highest share of daily users accessing network via desktop (75%). Desktop daily 59% 63% 75% Lithuania leads in mobile daily users (75%) and daily users in general (59%). Mobile daily 59% 73% 75% Daily users 54% 57% 59% 0% 10% 20% 30% 40% 50% 60% 70% 80% *Mobile only daily calculated as a share of all daily users. **Desktop daily and mobile daily calculated as a share of all daily users ***Daily users share calculated as a share of all facebook users Estonia Latvia Lithuania

10 NEW FORMATS

11 LOCAL AWARENESS ADS Facebook recently launched local awareness ad format in the Baltic region. This ad format allows advertisers to show ads for people near their businesses on desktop/mobile newsfeed. Precision of this targeting is 1km around your store. Companies with physical locations can take full advantage of this newly introduced format by reaching people near with business with relevant massages and 4 different call-to-action buttons: Send Message, Call Now, Get Directions, Learn More. Our practice with Statoil shows that local awareness ads drive measurable foot traffic and sales in physical stores. Clients with multiple locations can setup multiple campaigns for each campaign in minutes, so it s very easy to setup large scale, but individualized campaigns. Check here to learn about benefits of setting up multiple locations under one facebook page: Click on the image below to learn more:

12 LEADS ADS 2 nd recently released format is lead ads. It s an ad format, that allows advertisers to create lead forms and promote it on mobile newsfeed. It could be setup in minutes and is widely applicable for any business: from insurance offering to get the price offer or car dealers offering a test drive to local ice cream shop asking which ice cream taste you like the best. You can choose fields that should be auto populated (age, gender, city etc.) and up to 3 additional questions you d like to ask. We are testing lead formats with multiple clients and early results very promising results most leads prices are below the historic CPAs. Click here to learn more about lead.

13 INSTAGRAM ADS Instagram ads are finally here! Instagram ads are now available worldwide. Instagram has impressive growth in all Baltic countries, millenials being the majority of the audience. For many adversiters seeking to establish their brand among younger audience Instagram is a very attactive channel. All advertising is bought/managed withthe same platform advertisers manage ads on facebook: power editor. Instagram ads currently support Website Conversions, Video Views, Mobile App Installs and Clicks to Website. Early tests shows great results. Click on any image below to see the post. Investment: 50 eur Impressions: Reach: Video views: View price: 0,004 eur Post likes: 540 Investment: 50 eur Impressions: Reach: Video views: View price: 0,002 eur Post likes: 2.662

14 VIDEO IN CAROUSEL Carousel ads is one of the most successful Facebook advertising format, which we use with multiple clients. This format offers great user engagement and drives measurable value (sales, registrations, downloads etc.). Now carousels supports video, so instead of static images you can upload videos that autoplay in the newsfeed or make carousel part static part video. Click on the image below to see creative examples of carousel format:

15 SLIDESHOW VIDEO Facebook is actively competing with YouTube fore advertising dollars. Key issue in getting more video advertising revenues is high video development costs related to video production. That s why for advertisers Facebook offers to upload 3-7 images, set desired length and Facebook automatically creates video slideshow video. Click on the image below to learn more about slideshow videos.

16 STATE OF INSTAGRAM

17 ALL USER BASE Instagram had a very strong growth in Latvia and Estonia. Comparing Instagram and Facebook numbers it s clearly seen that Instagram has a much faster adoption than Facebook in Latvia and Estonia. Instagram is a very powerful network to communicate with younger audience. Both men and women. Estonia Latvia Lithuania

18 INSTAGRAM LITHUANIA ACTIVE USERS With active users Lithuania has the biggest Instagram community across all baltic states Instagram creates great opportunity to reach highly social young women, since 47% of Instagram users are women aged Following these demographics, Instagram could be very interesting communication channel for fashion oriented brands Females Males

19 INSTAGRAM LATVIA ACTIVE USERS Instagram in Latvia has grown quite significantly and is not very close to Lithuanian Instagram population. Following this trend we can tell that Latvian Instagram community could be accessible to more diverse brands covering older age groups Females Males

20 INSTAGRAM ESTONIA ACTIVE USERS Estonian Instagram user base is of similar size to Latvian. Howere, Instagram community in Estonia is much more dominated by females. Women aged capture 34% of all Instagram userbase in Estonia With the growing Instagram userbase, this channel becomes very attractive to FMCG and fashion brands oriented to women Females Males

21 PREPARED BY GYTIS LABAŠAUSKAS