Internet advertising market faces acquisitions

APA - Austria Presse Agentur
opublikowano: 27-12-2006, 14:25

Warsaw (Puls Biznesu) – Internet advertising thrives and lures foreign investors.

Warsaw (Puls Biznesu) – Internet advertising thrives and lures foreign investors.  

Internet advertising grows 50 percent annually while the average for the advertising market amounts to several percent. Internet users have about PLN 230 billion (EUR 60.3 billion) to spend.

“The more the market grows, the more important for advertising it gets. Companies operating on this market will be an interesting target for investors”, Jaroslaw Parczewski, DM BGZ analyst said.

According to PricewaterhouseCoopers (PwC), the internet access and advertising sales in Central and Eastern Europe will grow 17 percent annually to USD 14.6 billion in 2010. This is the fastest rate in EMEA region. Big players are lured to Poland, Central and Easter Europe’s second biggest country. 

Last year, Google launched its office in Poland, the Polish version of eBay started operations and recently Microsoft said it would found MSN Poland to create the Polish version of MSN and communicator. Rumors say, Yahoo is going to appear in Poland as well. Six months ago, German Handelsblatt bought stake in Money.pl internet portal. Axel Springer is looking around. Swedish Bonnier, the owner of “Puls Biznesu” is interested in the internet market. So is News Corp., the company of Rupert Murdoch who bought minority stake in TV Puls catholic TV broadcaster. 

Next to big investors, there are small companies entering Poland. Finnish Alma Media launched City24.pl portal (intangible assets).

“The increase of the internet market means that the companies operating here become more expensive and those still unprofitable may break even”, Magda Borowik, IDC Central Europe analyst commented.

However, there are completely contrary opinions as well.

“Evaluations grow to astronomic levels. In 1-2 years, the situation of the internet bubble may happen. Investing in this sector may be attractive but must be well considered”, Witold Wozniak, the CEO of the Polish unit of Bauer said.

Bauer is a minority shareholder of Interia portal.

(PLN 1 = EUR 0.262)

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Podpis: APA - Austria Presse Agentur

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