Internet advertising in Bulgaria *
Internet users
Internet advertising in numbers Internet advertising in Bulgaria has seen significant growth Research shows that for 2007 the volume of web advertising was over 12 Mln BGN Net. This represents 60% growth from the previous year It is expected that for 2008 the volume of internet advertising will increase by 80%, with most experts believing that this is conservative estimate. Despite the dramatic growth of ad volume, internet advertising remains only a small part of the whole media mix. For 2007 it was just 4% By 2010 internet advertising as part of the media mix will cross the 10% threshold
Internet advertising budgets (gross) Source: Piero 97
Advertisers The number of companies finding Internet advertising as a viable channel is continuously growing. Most of the traditional biggest advertisers are already present on the internet The budgets allocated for Internet remain significantly smaller than for TV, Press, Outdoor, Radio etc. The average budget invested in one internet campaign ranges from 15 000 to 30 000 BGN, which is inadequate to achieve good results Few major advertisers know who the biggest web publishers are, what they can offer or which are the most appropriate and effective web marketing instruments More and more SMB are beginning to understand the advantages of advertising on the Internet and are increasingly using it as their main media channel
Advertising and Media agencies Very few agencies currently offering internet advertising solutions There is a lack of qualified internet professionals Few agencies recognize the need for a person responsible only for internet marketing and advertising For them the internet market is uncharted territory hence they make very little effort and investments from the budgets of their clients The Internet provides unlimited opportunities and variety of marketing instruments
Internet media planning Media Position, size and weight Rotation Ad impressions Cost per 1000 ad impressions - CPM Price per day Gross
Advertising formats
Banner ads (CPM) or Text ads (CPC)? VS or utilize both CPM and CPC price models?
Internet publishers
Internet metrics Currently two companies (Nielsen Online and Gemius) provide audience measurement tools on the Bulgarian market Gemius – measure unique consumer. The Internet media part of their surveys are: Dir. bg, Investor BG, Web Ground, Web group 24 and others 1 700 000 unique consumers per month Nielsen Online – measure unique browser. The Internet media part of their surveys are: Netinfo, Investor BG, Mail. bg, Economedia, Web Media Group, Atol Media, Darik Web, Media Group 24, Rezon Media, Sanoma Bliasak Bulgaria, Digital Media Group, Web Ground и др. 770 000 average daily unique browsers
Nielsen Online
The Future is Internet Advertising
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