russia – yet other digital landscape · iab russia member contact us: +7 (495) 780-60-39,...

RUSSIA – YET OTHER DIGITAL LANDSCAPE

OMElnitskiy Boris

President IAB Russia

2012.03.22, Madrid, Spain OMExpo Congress

Content

© 2012, The Interactive Advertising Bureau p 2

•  What is the IAB? •  Russia in numbers •  Digital Landscapes •  Russian Market Digital Ecosystem

•  Social Media Landscape •  Search Landscape

•  How to get Russian customers •  Sourсes and references •  Contacts

WHAT IS THE IAB?

© 2012, The Interactive Advertising Bureau p 3

l  IAB - Interactive Advertising Bureau l  IAB is a Trade Association of digital

advertising market participants l Established - IAB USA (1996); IAB Europe (1998); IAB Spain (2000); IAB Russia (2010) l Company headquarters: New York, Brussels Further information: USA: www.iab.net Europe: www.iabeurope.eu Spain: www.iabspain.net

p 4

© 2012, The Interactive Advertising Bureau

THE IAB MISSION…

GROWTH The Interactive Advertising Bureau is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of our members’ share of total marketing spend.

p 5

© 2012, The Interactive Advertising Bureau

GLOBAL PRESENCE, GLOBAL PARTNERS

44 Countries USA: over 460 companies, with share 86% on the market Europe: over 5500 companies on 30 markets

© 2012, The Interactive Advertising Bureau

IAB SPAIN

Main activities in Spain are: •  Research: 12 different reports in 2012

•  Education: every month courses: wholeSOCIAL (Social Media), IAB University, Master

•  Events: Inspirational Festival, Seminars with the association of advertisers

•  Standards development

•  Mobile marketing

•  Public affairs  

The Interactive Advertising Bureau p 7

152 members represent 95% of the market

Further information: www.iabspain.net

IAB RUSSIA

July, 2010: IAB Russia was organized Mart, 2011: The beginning of operational activity December, 2011: 15 active members  

The Interactive Advertising Bureau p 8

PHILOSOPHY OF IAB RUSSIA •  Transparency and frankness of relations •  “Out of politics” atmosphere

•  Balanced positioning of various market participants

•  Focus on the industry needs

The Interactive Advertising Bureau p 9

MISSION OF IAB RUSSIA •  Integration of Russian market into the world digital

advertising market •  Two-way exchange of information and experience •  Distribution of digital advertising standards to Russia •  Provision of infrastructure for communication with foreign

counterparts •  Developing projects for demonstration of market potential

in Russia

RUSSIA IN NUMBERS

© 2012, The Interactive Advertising Bureau p 10

TOP 10 EUROPEAN MARKETS DIGITAL AD SPEND (2010/2009)

p 11

Source: IAB Europe AdEx-2010 Report

MARKET OF INTERACTIVE ADVERTISING

p 12

Sources: 2012, ACAR Report,

0,00

10,00

20,00

30,00

40,00

50,00

2008 2009 2010 2011

€ 0

€ 200000 000

€ 400000 000

€ 600000 000

€ 800000 000

€ 1000000 000

€ 1200000 000

2008 2009 2010 2011

Search/PPC Display

Roubles, Bln

Euro

36,6% - Display

63,4% - Search/PPC

Total in 2011: €1,022 bln.

Total in 2011: € 900 mln 51% - Search/PPC 49% - Display+Classifides IAB Spain, PWC

RUSSIAN ADVERTISING MARKET

p 13

Source: 2008-2011, ACAR Report

Segment\Year   2008   2009   2010   2011  TV   €  3  232  954  255   €  2  183  456  429   €  2  751  427  862   €  3  205  285  050  

Air   €  3  202  696  223   €  2  154  650  935   €  2  711  696  052   €  3  153  902  618  Cable/sat   €  30  258  031   €  28  805  494   €  39  235  163   €  52  850  502  

RADIO   €  349  131  129   €  203  558  823   €  255  773  529   €  288  720  333  PRINT  MEDIA   €  1  752  638  268   €  806  553  826   €  943  630  494   €  988  500  122  

Newspapers   €  304  907  853   €  165  151  498   €  203  625  528   €  215  316  858  Magazines   €  816  966  842   €  387  913  983   €  454  432  580   €  484  462  931  Classifides   630763573,05   253488345,30   283089148,25   288720332,76  

OUTDOOR   €  1  066  013  714   €  524  259  987   €  737  521  728   €  839  246  391  INTERNET   €  409  647  191   €  366  789  954   €  665  507  822   €  1  022  755  077  

Display   €  172  238  024   €  147  868  201   €  260  740  005   €  374  357  720  Search/PPC   €  237  409  168   €  195  877  358   €  404  767  817   €  648  397  357  

REST  of  media   €  74  481  308   €  49  929  523   €  76  980  382   €  100  318  082  Indoor  ads   €  58  188  521   €  40  327  691   €  59  597  715   €  78  297  039  Cinema  ad   €  16  292  786   €  9  601  831   €  18  624  286   €  22  755  077  

                   Total  ATL   €  6  884  865  864   €  4  134  548  541   €  5  430  841  818   €  6  444  825  055  

SHARES OF MEDIA ON RUSSIAN AD MARKET ‘11

p 14

Source: 2011, ACAR Report

2-nd place

49,7%

4,5%

15,3%

13,0%

15,9% 1,6% TV

RADIO

PRINT MEDIA

OUTDOOR

INTERNET

REST of media

Internet share: 16,3% (IAB Spain, PWC)

AUDIENCE

p 15

Source: 2011 Sep, comScore Media Mertix

Russia – The largest market in Europe for the audience. Internet penetration: 36-42%

Internet penetration: 57,6% (population 14+) Source% EGM

DIGITAL LANDSCAPES

p 16

EUROPIEN LANDSCAPE

p 17

Key Media Properties

p 18

Source: IAB Europe AdEx-2010 Report, comScore

RUSSIAN LANDSCAPE

p 19

Key Media Properties

p 20

Source: IAB Europe AdEx-2010 Report, comScore

AdMarket Share’11 IAB Russia Expert estimation

12,0%  47,0%  6,0%  16,0%  5,0%  

7,0%      

2,5%  

RUSSIAN MARKET DIGITAL ECOSYSTEM

© 2012, The Interactive Advertising Bureau p 21

Graphic map with key sectors, processes and players in the field of digital marketing in Russia.

p 22

Social Media Landscape

p 23

Source: vincos.it, Alexa

Social networks in Spain: 1.  Facebook 2.  Youtube 3.  Tuenti 4.  Twitter (source: IAB Spain. November 2011).

SOCIAL NETWORKS RANK

p 24

Source: vincos.it, Alexa

Search Landscape

p 25

Source: http://analyzethis.ru/ , LiveInternet.ru

62-64%

24-26%

HOW TO GET RUSSIAN CUSTOMERS

© 2012, The Interactive Advertising Bureau p 26

1. Use a direct relationship with key players: media and services •  Through on-line interface •  Through sales department and account manager •  Through the local office 2. Contact your local reseller or partner of the Russian company. Or…. become a reseller yourself. 3. Use the services of a global advertising agency

TOP-20 INTERNET PROPERTIES JAN‘12, RUSSIA, CITY AUDIENCE 100 000+, 12-54 YEARS OLD

Daily, average ‘000 Monthly ‘000

Site–centric panel

User–centric panel

30 452 т.ч.

30 358 т.ч.

25 458 т.ч.

23 720 т.ч.

21 648 т.ч.

21 529 т.ч.

21 171 т.ч.

19 753 т.ч.

14 960 т.ч.

13 969 т.ч.

13 527 т.ч.

12 710 т.ч.

12 507 т.ч.

10 639 т.ч.

10 287 т.ч.

10 278 т.ч.

8 995 т.ч.

8 945 т.ч.

8 874 т.ч.

8 870 т.ч.

Mail.ru (31проект)

Яндекс (35проектов)

Vkontakte.ru

Google(ru+com)

Odnoklassniki.ru

Vk.com

Youtube.com

Wikipedia.org

LiveJournal.comRambler (24

проекта)Facebook.com

Avito.ru

Biglion.ru

Fotostrana.ru

Kinopoisk.ru

LiveInternet.ru

Gismeteo.ru

Qip.ru

Marketgid.com

Letitbit.net

Source: TNS Web Index, 2012 Jan

Yandex, 35 projects Yandex, 35 projects

Mail.Ru, 31 projects

p 28

p 29

- IAB Russia member

English-language interface, credit card payment, customer service in English. http://advertising.yandex.com/ http://direct.yandex.com/ Sales office in Lucerne, Switzerland http://company.yandex.com/press_center/press_releases/2012/2012-03-12.xml

p 30

- IAB Russia member

In your Google AdWords account start another separate advertising campaign with location targeting to Russia. Your ads should be in Russian, use the help of a Russian speaking specialist. adwords.google.com

p 31

- IAB Russia member

Consultations and customer service in English. Through exclusive seller Index20 http://www.index20.ru/en/ contact@index20.ru

p 32

Respond to inquiries in English language sales@corp.mail.ru

p 33

English and Spanish language interface, credit card payment, customer service in English. http://vk.com/ads?section=target

Rutube – is one of the leading Russian Internet companies and Russian largest video portal. IAB Russia member

Contact us: +7 (495) 780-60-39, partners@gpm-digital.com

Visitors of Rutube

Number of viewes Russia World

§  The Rutube’s player supports VAST 2.0

§  We are offering pre-roll, post-roll and display banners

§  Special projects can be combined: from custom buttons to competitions

Overview information

Gazprom-Media Digital -  Sales House which is an expert in video advertising

} Exclusive selling of 16 major video portals 50% of professional video content

17 500 000 unique video viewers (UVV)* 80% of total Runet UVV

200 000 000 pre-rolls

and 60 000 000 post-rolls*

Main features: 1.  Great reach of Russian online video viewers 2.  Advertising campaign targeting on professional video content (Russian and world-wide majors) 3.  Deep knowledge of video users behavior for campaign targeting 4.  Compliance with IAB standards

Advertising formats: pre-roll, mid-roll, post-roll, pause-banner, overlay

Market share 2012: 40% of video advertising market

* TNS Web Index, december 2011

Natalia Dmitrieva, CEO, ndmitrieva@gpm-digital.com Irina Mysina, Commercial director, imysina@gpm-digital.com

{ contacts

© 2012, The Interactive Advertising Bureau p 36

1. IAB sites USA: www.iab.net Europe: www.iabeurope.eu Spain: www.iabspain.net Russia: www.iabrus.ru 2. ADEX 2010 EUROPEAN ONLINE ADVERTISING EXPEDITURE http://iabspain.net/descargas/descarga.php?id=166 3. Interact Congress in Barcelona on the 30th-31st May 2012 http://www.interactcongress.eu/ 4. ACAR Report Russian Advertising market 2011, 2010, 2009, 2008 http://www.akarussia.ru/press_centre/news/id1864 http://www.akarussia.ru/knowledge/market_size/id457 5. Central Bank of Russia Average Exchange Rates for 2011 http://www.cbr.ru/statistics/print.aspx?file=credit_statistics/ex_rate_ind_11.htm&pid=svs&sid=analit 6. comScore Releases Overview of European Internet Usage in September 2011 http://www.comscore.com/Press_Events/Press_Releases/2011/11/comScore_Releases_Overview_of_European_Internet_Usage_in_September_2011 7. TNS Web Index, 2012 Jan http://www.tns-global.ru/rus/data/ratings/index/index.wbp 8. Russian Market Digital Ecosystem www.iabrus.ru/des 9. World Map of Social Networks http://vincos.it/wp-content/uploads/2011/12/WMSN1211-860.png http://vincos.it/world-map-of-social-networks/ http://vincos.it/wp-content/uploads/2011/12/social_networks_classifica.png

SOURСES AND REFERENCES

CONTACTS:

© 2012, The Interactive Advertising Bureau p 37

Boris Omelnitskiy President IAB Russia bao@iabrus.ru skype: baoizm twitter: baoizm www.iabrus.ru

=