Google in Hungary and search as such

How is SEM developing in Hungary?

Google Hungary gets country representative: Zoltan Peresztegi

Posted by Annplugged on March 20, 2007

Google Hungary country representative has been chosen: Zoltan Peresztegi will be in charge of Google’s moves on the Hungarian market (almost exclusively business development for AdWords partners, hardly any, if at all, engineering at this point.

One, if one is very skeptical indeed, may have thought that the scenario was like in Samuel Beckett’s Waiting for Google Godot. The Long-long-long tail is waiting for the Head to have a look at the tail. Hungary with its 2-3 million users waiting for Google Kft. to get a real face, and become a source of communication – in Hungarian of course, as sadly enough, we are still struggling with the long-lasting language use effects of the post-iron curtain era where learning western languages was not really encouraged and facilitated. So, yes, it means a lot, an awful lot for companies interested in Hungary if they are able to communicate in Hungarian or not (including search marketers). For another 10 years maybe.

Google Kft. (Google Hungary Ltd.) got a head to its body at last. The single staff member and head  of all staff members is Zoltán Peresztegi. There are already several positions advertised for the Hungarian exploratory crew, so the Hungarian division will soon get bigger.

What Zoltán is doing currently is studying the country and making a report for Google on the Hungarian market relevant for Google’s strategies (similarly to what took place as an initial step in other emerging markets like Egypt). And, needless to say, he is also working on strengthening Google’s brand in Hungary (see his previous work experience at Hungarian T-Mobile brand building), and attracting more potential customers for Google AdWords and AdSense programs. (I also hope that there will be excellent educational programs, and kids as well as (young) adults will be more search-savvy through such projects). In short, the mission for the first part of the year appears to be quite complex in itself, the focus being on mapping Hungary from primarily a technological-business aspect, and also from a cultural one.

Zoltán’s reply to the question ‘Why did Google decide to come to Hungary?’ was the following:

  • the internet penetration has reached the threshold level of 30% in Hungary
  • broad band access is extraordinarily high in Hungary
  • besides using the web for searching, the internet is a medium of entertainment (according to the stats used by Google Hungary Kft.  approx. 80% of users use the internet for search, while about 70% for e-mail communication and for reading news)

When the conversation turned to the online media and marketing chapter (how much is the market share of search marketing within online marketing), Zoltán said that we do not have precise data for that, and referred to the stats of the TNS Market Intelligence, which concludes that advertising on the internet is the most dynamically growing sector within advertising with 70% in Hungary, and according to Google’s estimates, its share from the total is between 2-4%.

(Now add that the share of search marketing spend from the total internet ad spend is estimated by major market players at about 5-8%. No official data yet.)

More about the press conference in my Hungarian webtrends blog (feel free to ask in the comments if you wish to know more)

ps: There is a great interest (from the public, not only from journalists and professionals) on Google statistics concerning the Hungarian search/ paid search landscape. However, such statistics seem to come later on, when the market becomes even more mature and self-reflective – on a consensual basis on behalf of all market players concerned.

Google Hungary Headquarters in Budapest

Google Hungary Ltd since then has moved to its new office on the beautiful riverbank of the Buda side in Budapest Hungary. The HQ is near Obuda district, Old Buda. The office has foosball of course, and lots of colors.

Google Budapest Hungary Address

Google Budapest Hungary Address

Google used to be sort of secretive of the whereabouts of the Budapest HQ, but not any more. So I am also sharing it:

Google Budapest
Address: 26-28 Árpád Fejedelem Way, District II
Budapest, Hungary
1023

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