Professional Documents
Culture Documents
21 Countries – 21 Opportunities
Dear Partners,
There is something about emerging markets setting them aside from mature ones: it is the raw
entrepreneurial spirit permeating and driving the whole business sphere. Definitely, something
new and exciting is happening here. One can almost feel it in one’s fingertips. We at Google get
that same feeling everyday – through the millions of searches that we compute. What people ask
Google is what people need to know to go about their particular business or their lives in general.
With this extensive booklet we are pleased to give you all the information you need for getting a
first grip on 21 countries each offering a wide range of business opportunities. This selection of
basic facts, the advertising market, Google search data and nice to know info bites represents a
Lars Lehne
unique panorama of emerging markets around the globe, spanning from the Atlantic Coast through Country Director,
Central and Eastern Europe around the Mediterranean Sea down to South Africa and, naturally, to Agency DACH
China as one of the fastest growing economies worldwide. All of these countries have in common
fast growing markets, rising middle classes, young people who want to get somewhere in life, a high
level of literacy and technology penetration and, last but not least, a “can do spirit” that characteri-
ses every striving business person all over the world.
On the following pages Google offers you a collection of data, some never before published. So,
for instance, the dynamics of the markets here presented show an above average search growth,
in some markets surpassing the 2000 percent mark by far. Also, we give you unique contacts with
local people who are pleased to help you explore and encounter these new and exciting places.
Emerging markets are driven markets. Driven by entrepreneurs, by men and women who “go for it.”
Mohammad Gawdat
Now it is up to you to use these fantastic opportunities. Expand your business. We will be at your Head of Emerging
side to help and to search. Markets Council
Kind regards
3 Preface
6 Bulgaria
8 China
10 Croatia
12 Czech Republic
14 Egypt
16 Greece
18 Hungary
20 Israel
22 Italy
24 Latvia
26 Lithuania
28 Poland
30 Romania
32 Russia
34 Saudi Arabia
36 Slovenia
38 South Africa
40 Spain
42 Turkey
44 Ukraine
46 United Arab Emirates
48 Tools
49 Sources
+4%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
Dynamic China:
the World’s Largest and Fastest
Growing Internet Market
With 420 million internet users, 740 million mobile phone users, a GDP Dr. John Liu
Vice President,
growing 10% annually, and a multibillion online advertising market, China Sales and Operations,
represents the world’s digital land of opportunities. Greater China
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
19%
+54%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
* estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
906%
facebook.com Social networks 61% 1.5 mil.
net.hr News 32% 0.8 mil.
tportal.hr Astrology & divination 29% 0.7 mil.
jutarnji.hr News 24% 0.6 mil.
100
24sata.hr News 24% 0.6 mil.
2005 Jun 2010
UV = Unique Visitors Source: DoubleClick Ad Planner* Aggregated Google Search queries Source: Google
+80%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
12%
0.6 13
5 +1450%
2
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
* estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 *estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
TV Newspapers Radio 64
629 519 Magazines 32
Online 13
Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
+74%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010; Forrester, Apr 2010 (Online Ad Spend) *estimated Source: Forrester, Apr 2010 (Online Ad Spend)
+33%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
15%
+45%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
17%
+69%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
5%
Standing Tall:
A Country of Extremes with
a Challenging Future
In its eventful past, Latvia has seen many changes. Following last decade’s Natalia Gvak
Operations Manager,
rapid transformation and growth, the country now deals with the impact of the Baltics
financial crisis. Even though the economy is under pressure, its currency lat
remains stable.
-6%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
12%
+23%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
TV Newspapers 50 Online 19
486 Magazines 39 Outdoor 17
Radio 13
Source: ZenithOptimedia, Mar 2010 Cinema 1
+67%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
13%
590 33*
538
29
26
21
+72%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
1021%
yahoo.com Web portals 69% 6.8 mil.
facebook.com Social networks 35% 3.5 mil.
blogspot.com Blogging services 29% 2.8 mil.
hi5.com Social networks 27% 2.6 mil.
100
softpedia.com Software 18% 1.8 mil.
2005 Jun 2010
UV = Unique Visitors Source: DoubleClick Ad Planner* Aggregated Google Search queries Source: Google
+55%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
10%
1908%
yandex.ru Search engines 62% 26.0 mil.
mail.ru Email & messaging 51% 21.0 mil.
odnoklassniki.ru Social networks 26% 11.0 mil.
youtube.com Online video 23% 9.8 mil.
100
rambler.ru Web portals 22% 9.0 mil.
2005 Jun 2010
UV = Unique Visitors Source: DoubleClick Ad Planner* Aggregated Google Search queries Source: Google
15
7 +1200%
3
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 *estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
27 +93%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
TV Newspapers Magazines 52
Cinema 1
601 129 Online 36
Outdoor 36
Source: ZenithOptimedia, Mar 2010 Radio 31
Sports 41% slovenija ima talent >5000% Slovenia has talent – casting show
Recreation 38% fb 2650% Abbr. for Facebook
Photo & video 30% 24ur.com/novice 1150% News website
Travel 28% bolha net 200% Classified ads site
Real estate 25% google maps 60% Google Maps
+39%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
965%
facebook.com Social networks 51% 4.6 mil.
yahoo.com Web portals 29% 2.6 mil.
microsoft.com Software 16% 1.5 mil.
standardbank.co.za Finance 15% 1.3 mil.
100
blogspot.com Blogging services 15% 1.3 mil.
2005 Jun 2010
UV = Unique Visitors Source: DoubleClick Ad Planner* Aggregated Google Search queries Source: Google
+96%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
14%
484%
live.com Search engines 51% 13.0 mil.
facebook.com Social networks 46% 12.0 mil.
msn.com Web portals 29% 7.4 mil.
yahoo.com Web portals 26% 6.8 mil.
100
blogspot.com Blogging services 26% 6.7 mil.
2005 Jun 2010
UV = Unique Visitors Source: DoubleClick Ad Planner* Aggregated Google Search queries Source: Google
73
+233%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
8%
1900%
facebook.com Social networks 76% 16.0 mil.
live.com Search engines 52% 11.0 mil.
msn.com Web portals 29% 6.1 mil.
mynet.com Web portals 24% 5.1 mil.
100
izlesene.com Photo & video sharing 22% 4.6 mil.
2005 Jun 2010
UV = Unique Visitors Source: DoubleClick Ad Planner* Aggregated Google Search queries Source: Google
Name Ukraine Jan 1–7 New Year’s Day and Orthodox Christmas
Capital Kyiv (Kiev) 22 Day of Unity
Area 603,550 sq km Mar 8 International Women’s Day
Population 45,415,596 Apr 24–27 Orthodox Christian Easter
Top level domain .ua May 1–2 International Workers Day
Language Ukrainian (official), Russian 9 Victory Day
Currency Hryvnia (UAH) Jun 8 Orthodox Pentecost
GDP PPP $294.3 billion (2009 est.) 12 Trinity
GDP per capita PPP $6,400 (2009 est.) 28 Constitution Day
Aug 24 Independence Day
+76%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010 *estimated Source: ZenithOptimedia, Mar 2010
2573%
mail.ru Email & messaging 47% 6.2 mil.
yandex.ru Search engines 43% 5.6 mil.
yandex.ua Search engines 39% 5.1 mil.
advmaker.ru – 25% 3.2 mil.
100
odnoklassniki.ru Social networks 24% 3.1 mil.
2005 Jun 2010
UV = Unique Visitors Source: DoubleClick Ad Planner* Aggregated Google Search queries Source: Google
38
19
12 +417%
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
*estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 *estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
Google Insights for Search provides insight into what the world is searching for. Whether you’re an
advertiser looking to expand keyword lists, an economist analyzing economic trends or just looking
to settle a popularity contest, Google Insights for Search can help provide the answers.
Analyzing a portion of worldwide Google web searches from all Google domains, Google Insights for
Search computes how many searches have been done for the terms you’ve entered, relative to the
total number of searches done on Google over time. Furthermore, Google Insights for Search helps
advertisers understand what their consumers are interested in.
With daily-updated data going back to 2004, advertisers can determine the popularity of search terms
relevant to their business and see how it changes over time. Additionally, Google Insights for Search
offers geo visualizations, category filtering, top searches as well as rising searches, and the ability to
export data.
For further information go to: www.google.com/insights/search
Our goal with DoubleClick Ad Planner is to offer you a free media planning tool that can help you
identify websites your audience is likely to visit so you can make better-informed advertising
decisions. Since Ad Planner profiles millions of sites and covers over 40 markets, it is the ideal tool
to discover new foreign markets.
We designed Ad Planner with advertisers in mind. Our user interface is built specifically for media
planners and buyers to help them find advertising opportunities. With the Export to AdWords feature,
you can simply export Google Display Network placements from Ad Planner into AdWords.
Additionally, with Ad Planner1000 list, you can see a list of the largest 1000 sites worldwide, based on
Unique Visitors (users), as measured by Ad Planner. This list is updated monthly as new Ad Planner
datasets are released. It’s a great way to quickly reference the most popular sites on the web.
For further information go to: www.google.com/adplanner
CIA Factbook
CIA The World Factbook 2009. Washington, DC: Central Intelligence Agency, 2009
Forrester
Forrester Research Internet Display Advertising Forecast, 2/10 (Western Europe)
Online ad spend does not include Google data.
Google
Google internal data
IANA
Internet Assigned Numbers Authority, 2010
Value Partners
ARAB MEDIA OUTLOOK 2009 – 2013, 2010
Online ad spend does not include Google data.
ZenithOptimedia
ADVERTISING EXPENDITURE FORECASTS March 2010 © ZenithOptimedia
Online ad spend does not include Google data.
3 http://hubpages.com/hub/Fun-Facts-about-China Russia
1
http://en.wikipedia.org/wiki/Gerasimov_Institute_of_Cinematography
2
Croatia http://lifestyle.iloveindia.com/lounge/facts-about-russia-1394.html
1 3
http://www.find-croatia.com/islands-croatia/ http://en.wikipedia.org/wiki/Matryoshka_doll
2
http://en.wikipedia.org/wiki/Croatia
3
http://worldinfozone.com/facts.php?country=Croatia Saudi Arabia
1
http://en.wikipedia.org/wiki/Saudi_Arabia
2
Czech Republic http://en.wikipedia.org/wiki/Sultan_bin_Salman_bin_Abdulaziz_Al_Saud
1
http://en.wikipedia.org/wiki/Sigmund_Freud
2
http://en.wikipedia.org/wiki/Otto_Wichterle Slovenia
1
http://en.wikipedia.org/wiki/Josef_Ressel http://www.slovenia.info/en/Did-you-know%E2%80%A6.htm?ali_ste_
3
http://www.myczechrepublic.com/basics/trivia/didyouknow.html vedeli=0&lng=2
2
http://www.slovenia.info/en/Did-you-know%E2%80%A6.htm?ali_ste_
Egypt vedeli=0&lng=2
1 3
http://hubpages.com/hub/Fun-Facts-About-Egypt http://www.planetmountain.com/english/Special/people/everest/index.html
2
http://www.ancient-egypt-online.com/ancient-egyptian-inventions.html
3
http://en.wikipedia.org/wiki/Imhotep South Africa
1
http://www.africa-ata.org/sa_facts.htm
2
Greece http://www.africa-ata.org/sa_facts.htm
1 3
http://library.thinkquest.org/CR0210200/ancient_greece/greece.htm http://www.africa-ata.org/sa_facts.htm
2
http://www.bbc.co.uk/schools/primaryhistory/ancient_greeks/the_
olympic_games/ Spain
3 1
http://pandora.cii.wwu.edu/vajda/ling201/test4materials/Writing3.htm http://www.eyeonspain.com/spain-magazine/fun-facts.aspx
2
http://www.eyeonspain.com/spain-magazine/fun-facts.aspx
3
Hungary http://www.eyeonspain.com/spain-magazine/fun-facts.aspx
1
http://www.suite101.com/article.cfm/hungary_heart_of_europe/51128
2
http://www.best-things-in-hungary.com/nobel-prize.html Turkey
3 1
http://en.wikipedia.org/wiki/Category:Hungarian_inventions http://en.wikipedia.org/wiki/Istanbul
2
http://www.cordialhouse.com/travel_didyouknow.php
3
Israel http://www.turkishcoffeeworld.com/History_of_Coffee_s/60.htm
1
http://hubpages.com/hub/Beauty-of-Israel
2
http://hubpages.com/hub/Beauty-of-Israel Ukraine
3 1
http://hubpages.com/hub/Beauty-of-Israel http://en.wikipedia.org/wiki/Antonov_An-225
2
http://en.wikipedia.org/wiki/Ukraine
3
Italy http://en.wikipedia.org/wiki/Klitschko
1
http://pages.towson.edu/quick/romeoandjuliet/setting.htm
2
http://en.wikipedia.org/wiki/Galileo_Galilei United Arab Emirates
3 1
http://en.wikipedia.org/wiki/Italy http://www.burjkhalifa.ae
2
http://en.wikipedia.org/wiki/The_United_Arab_Emirates
3
Latvia http://en.wikipedia.org/wiki/The_United_Arab_Emirates
1
http://en.wikipedia.org/wiki/Enlargement_of_the_European_Union
2
http://en.wikipedia.org/wiki/Art_Nouveau#Latvia
3
http://www.li.lv/index.php?Itemid=1070&id=21&option=com_
content&task=view
Lithuania
1
http://en.wikipedia.org/wiki/Lithuania
2
http://www.lda.lt/en/NewsDetails.html?sp=l135000000000000298 “By the Way” facts are for entertainment purpose
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