KAZAKHSTAN MEDIA MARKET OVERVIEW

Transcription

1 KAZAKHSTAN MEDIA MARKET OVERVIEW 2015

2 VOLUME OF MEDIA MARKET EXPENDITURES DECLINE TV OOH Internet Print Radio +9,2% -5,7% -7,5% -6,2% mio, tenge F 2016F Source: TNS CA, 2015 H1, the official price lists, including VAT. Agency estimation of real budgets

3 MEDIA INFLATION: PRICES GROWTH SLOWDOWNS +25% +20% +15% +15% +10% +9% +9% +10% +10% +8% +5% +5% +3% +8% +6% +3% +10% +10% +8% +8% +10% +2% +10% +10% National TV Regional TV Print OOH Radio Internet 2013 vs vs vs vs 2015 Source: Agency estimation of REAL inflation

4 MOST ADVERTISED CATEGORIES 1 Non alcoholic drinks +12% 6 Dairy products +6% 2 Household chemicals/cleaning -11% 7 Bank services -22% Personal care Hair Care Chocolate +29% 0% -14% Mobile operators +9% Pharm and Medicine -17% Perfumery - 21% Source: TNS CA, 2015 Jan-Sep, the official price lists, including VAT

5 TOP-10 ADVERTISERS Source: TNS CA, 2015 Jan-Sep, the official price lists, including VAT

6 2016 MARKET DRIVERS

7 POSITIVE DYNAMICS CONTEXT & ONLINE VIDEO AD 4500 Display Context +13% +20% mio, tenge % % F 2016F Source: Survey of market experts and Agency estimation

8 AUDIENCE OF MOBILE INTERNET IS RISING RAPIDLY Amount of mobile internet users had grown up to 4.5 mio people in 2015 HY HY mio 2.2 mio 4.5 mio Numbers of mobile internet users doubled in 2015 H1 vs Source: iks-consulting, 2014, KZ digital Experts estimation

9 MOBILE ADVERTISING Standard banner in site Rich Media expandable Full screen interstitial link is here link is here 4 mio unique KZ users Source: WapStart, exclusive DAN Kazakhstan partner Standard banner in app

10 PROGRAMMATIC AND REAL-TIME BIDDING 14 mio unique users daily in KZ Ad Exchange 100 milliseconds for bidding! Site SSP DSP Trading Desk User DMP Advertiser 905 mio daily exposures Display / Video / Mobile Source: Auditorius, exclusive DAN Kazakhstan partner

11 TV AND DISPLAY AD SYNCHRONIZATION Synchronization: TV and online display ad, Digital advertising and offline context. + 18% % % % 50 77% use another device while watching TV 0 Brand Engagement Word-of-Mouth Purchase Intent Brand Interest TV+Digital w/o synchronization TV+Digital with synchronization +49% use smartphone +34% use desktop +17% use tablet Source: MediaSync, DAN Kazakhstan partner

12 ONLINE VIDEO CONSUMPTION GROWTH Video consumption in kaz-net 35% 32% 30% REACH + Average Reach increase is about +5-10% 25% 20% 15% 10% 5% 17% 17% 18% 10% 48% 52% 5% 2% COST + Cost-per-Reach decrease is up to -16% 0% Source: Google, Gemius, Internet World Stat, TNS CA, VideoCom, 2014

13 RETAIL: FAST-MOVING GROWTH Shopping Malls At least 6 new shopping malls will be opened next year: Grand Park Almaty Trading Gallery AFD Plaza Turkmol Moscow Passage de Paris MART Village 2016

14 2016: YEAR OF ENTRY

15 GOOGLE & YOUTUBE OFFICIAL LAUNCH Local content The local YouTube content will be presented the most popular Kazakh videos. It will also provide a platform for talented video bloggers, TV companies, advertisers and brands 2015, September

16 ELECTIONS 2016: MAJILIS OF THE PARLIAMENT Length of term of current convocation of Mazhilis (Lower House of Kazakhstan s Parliament) coming to this end next year. There will be assigned the next elections. All the participants of the election campaign will invest their marketing budgets in media.

17 LEGALIZATION OF BEER ADVERTISING Outlawed Category? After the entry into force of additional amendments to the law on advertising in the year, the category of "beer" was outlawed. But currently the government is considering a proposal to turn the category back to the legal status.

18 GLOBAL MARKET DRIVERS NEXT YEARS ARE SUMMER OLYMPICS 2016 AND UEFA EURO 2016 Summer Olympics 2016 UEFA Euro 2016

19 LOCAL MARKET DRIVERS NEXT YEARS ARE NEW ECONOMIC POLICY NURLY ZHOL AND INTERNATIONAL SPORT AND BUSINESS EVENTS Nurly Zhol 2015 Development of transport and logistics infrastructure Support small and medium businesses 1 trillion EXPO 2017 Impact on social, economic and environmental development 550 billion Universiade 2017 Almaty a host city for the "28-th World Winter Universiade billion

20 CONTACT US Dentsu Aegis Network Kazakhstan 95, Al Farabi Avenue Almaty, , Kazakhstan PHONE: +7 (727) (727) PIONEERING AMBITIOUS RESPONSIBLE COLLABORATIVE AGILE