Go to our global site (EN/PL)
Gemius organized conference in Bulgaria
2008-06-16
The largest Internet players and advertisers gathered in Sofia at the conference "Browsing the future of Bulgaria's online advertising" held on 15 May, 2008 by a research agency Gemius Bulgaria LTD.
The conference, featuring the condition for Bulgarian Internet advertising market, came up to the expectations of more than 150 participants from Bulgaria, including the representatives of the biggest advertising agencies, publishers and media planners. The keynote speakers from Hungary, Poland and Latvia were focused on cutting-edge trends and best practices, giving the participants a unique multicultural perspective on growing Bulgarian Internet.
On behalf of Gemius, Vesselin Angelov introduced the first socio-demographic data of the Bulgarian Internet users based on 150 resources among the biggest and most popular Bulgarian websites. According to gemiusAudience research, 51.35% of men and 48.69% of women use the Internet in Bulgaria. The average of the World Wide Web users in the age of 15-24 is 31.17%, in the age of 25-34 the percentage is 26.44%, while the smallest number of users are those aged of +55, with only 5.9%.
The speakers gave a deep insight into the growth of the Internet market in Bulgaria as well as pointed out the potential of on-line advertising. As Lauris Lietavietis from Delfi indicated: “The Internet will be perceived as more of a component in the media mix, and advertising budgets on the Internet should increase rapidly”.He also presented a comparison between Latvian and Bulgarian online advertising market. By the parallel the current development of the Bulgarian market is similar to the Latvian one from before 3 years but the forecasts for the future are favourable.
According to Monika Lasota from Gemius, Internet ad spends in Bulgaria amount of 5%, compared to 3%-7% in CEE region. She also shared her opinion that Bulgarian market needs complete set of data to measure the effectiveness of online advertising campaign and presented the gemiusEffect research. The study informs not only about the "direct response" and “branding response” dimension of the campaign's impact, but also provides post-buy analysis of the target group which was reached by the campaign.
All speakers agreed that Internet research studies are a powerful tool for advertising agencies and media planners. “The intensive development of on-line marketing depends on proper research which is just inevitable – underlined Attila Weisz from the Omnicom Media Group. In the opinion of Tomasz Kuisz, Senior Interactive Planner at MRM WorldWide, the aim of the agency is to support online sale and maintain brand awareness. Thanks to monitoring of the online purchase process the success of the campaign could be measured.
At the end of the conference there was gemiusExplorer workshop organized. gemiusExplorer is a special analytical software that enables the analysis of web site audience research results. The participants had an occasion to test the program by themselves.
All of the presentations mentioned before are available at: http://www.gemius.pl/pl/news/2008-05-16/01
Gemius SA was established in Poland in 1999. Over the last 8 years Gemius has developed its activity in many European countries (Austria, Bulgaria, Croatia, the Czech Republic, Denmark, Estonia, Lithuania, Latvia, Russia, Romania, Slovakia, Slovenia, Ukraine, Hungary and Great Britain). After winning a tender in Israel, Gemius also expanded beyond the Old Continent.
Download the full version in the Word format