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  • IAB Russia Digital Advertisers Barometer 2017

    :

    2017

  • 1. 31.1. 31.2. 41.3. 5

    2. 6

    3. 103.1. 103.2. 103.3. 10

    4. 134.1. 2016 . 134.2. 2017 . 154.3. 2014-2017 . 174.4. digital 204.5. digital 214.5. 244.6. 264.7. 28

    5. 295.1. 295.2. 305.3. digital: , , , outdoor 31

    6. digital 346.1. 346.2. digital- 366.3. 376.4. 386.4. - 40

    7. 417.1. mobile digital- 417.2. 43

    8. 458.1. 458.2. performance- 478.3. 47

    9. 499.1. - 499.2. 509.3. 519.4. 51

    IAB Russia 53

    Data Insight 54

  • 3IAB Russia Digital Advertisers Barometer 2017

    1.

    IAB Russia Digital Advertisers Barometer 2017. -

    -

    , , . 2017 .

    ; 20142016 .

    ,

    .

    1.1.

    IAB Russia 27 2016 . , , , .

    IAB Russia, - .

  • 4IAB Russia Digital Advertisers Barometer 2017

    , , .

    IAB Russia Digital Advertisers

    Barometer,

    .

    , ADFOX IAB Russia

    1.2.

    , . , - , , Digital-- , .

    .

    .

    IAB Russia Digital Advertisers Barometer.

    , , -

    , , ,

    .

    , .

    2016 . , - :

    , ,

    . mobile, ,

    . .

    , iConGroup, iConText, - IAB Russia

  • 5IAB Russia Digital Advertisers Barometer 2017

    1.3.

    , , , , , . , .

  • 6IAB Russia Digital Advertisers Barometer 2017

    2.

    2.1. 10

    1. Digital . : 38% , - 10% 2016 . 41% 2017 . digital - . 2015-2017 . 30% 38%. 54% - , .

    2. . 20% . 2014 . 33%, 2016 . 18% - 1/5. 50% 13% 2014 . 8% 2016 . 2017 . - .

    3. . digital . , , 2016 . 13%, 12%, 16% (.. ). 18%, - 19%, 14% (.. - ). , - .

    4. . , - , . - . -, , digital 15% ( 75%) .

    5. : , mobile, - . , - digital . - .

    6. . 2017 . - digital . , .

  • 7IAB Russia Digital Advertisers Barometer 2017

    , , ( -).

    7. digital-. . 6-7 . , - ( - 73% ). - (71% ), (64% ), (63% - ) digital video (53% ). digital - .

    8. . 2014 2016 . perfor- mance-based . - - digital- . 2017 . . - ( , ) ( , , 80% ). - 49% .

    9. . , , , digital-. . , digital- digital-, 78%. , - , 2,5 27%.

    10. . , -. 78% . - 58% 17% .

  • 8IAB Russia Digital Advertisers Barometer 2017

    2.2.

    , 612 , ? ( ). , -- .

    . 2.1. , -

    6-12 , ? ( )

    , . , - :

    , mobile

    -. . , - -.

    , ..

    - -

    -

  • 9IAB Russia Digital Advertisers Barometer 2017

    . -. .

    , , , .

    - , . - , - big data

    , - , /

    . -.

    ()

    Big TV rating

  • 10IAB Russia Digital Advertisers Barometer 2017

    3.

    3.1.

    , IAB Russia Digital Advertisers Barometer 2017 .

    SurveyGizmo. 32 ( 13 ).

    , , . - Data Insight, IAB Russia .

    2017 . - , - ( -) ( , ) 120 , .

    3.2.

    , , 9 30 - ( AdIndex 2016 .), .. 4 -10. 9 -30, , AdIndex 47 2015 .

    10 - (- TNS 2016 2017 .) 5 .

    ( Interbrand Best 100) - 12 .

    3.3.

    (67%) , . 33% , ( , , digital); brand--. 5 .

  • 11IAB Russia Digital Advertisers Barometer 2017

    . 3.1. ,

    ?

    . 3.2. ?

    (82%) -, 18% , . 46% ( - , , FMCG, -, , ..), 16% ( -, ; , ), 33% , - , - ( , , ..), - - (, ). 5% -, , , . 30% FMCG, 19% , 12% - 8% .

    -

    - -

    10

    6-10

    3-6

    1 3

  • 12IAB Russia Digital Advertisers Barometer 2017

    . 3.3.

    -

    -

    -

    /

    FMCG

  • 13IAB Russia Digital Advertisers Barometer 2017

    4.

    4.1. 2016 .

    (57%) , - 2016 . . 18% 20%. 30% .

    . 4.1. ( -

    ) 2016 . 2015 .?

    - 62% , 20% . -- digital e 55% -, 20% 14% .

  • 14IAB Russia Digital Advertisers Barometer 2017

    . 4.2.

    ( ) 2016 . 2015 .? -

    -

    , - - -, -, FMCG-.

    . 4.3.

    ( ) 2016 . 2015 .?

    .

    50%+

    21-50%

    11-20%

    10% >

    (+-3%)

    .

    50%+

    21-50%

    11-20%

    10% >

    (+-3%)

    .

  • 15IAB Russia Digital Advertisers Barometer 2017

    4.2. 2017 .

    . 61% , 2017 . 2016 . 16% 20% .

    . 4.4. ( )

    2017 . 2016 .?

    - - (57% 62% ). , , 20% , - , , (33% 12% ).

  • 16IAB Russia Digital Advertisers Barometer 2017

    . 4.5.

    ( ) 2017 . 2016 .? -

    -

    2017 . . - . 70% , 2017 . .

    . 4.6.

    ( ) 2017 . 2016 .?

    50%+

    21-50%

    11-20%

    10% >

    (+-3%)

    .

    51%

    21-50%

    11-20%

    10%

    (+-3%)

    c

  • 17IAB Russia Digital Advertisers Barometer 2017

    4.3. 2014-2017 .

    20% . 2014 . 33%, 2016 . 18% 1/5. , ( 14% 2014 . 11% 2016 .) - -, , .

    . 4.7.

    ( ) ? ( 2015 2017 .;

    )

    2016 . 2017 ., , / . , -, -.

  • 18IAB Russia Digital Advertisers Barometer 2017

    . 4.8. /

    ( )? 2016 . ()

    2017 . ()

    , 2016 ., 2017 ., ( 62% 2016 57% 2017 . -), - ( 63% 2016 . 70% 2017 .) / ( 60% 2016 . 60% 2017 .).

    50%+

    21%-50%

    11%-20%

    10%

  • 19IAB Russia Digital Advertisers Barometer 2017

    . 4.9. 20%

    2017 . ()

    , digital / . 2016 . , , digital-, , , .

  • 20IAB Russia Digital Advertisers Barometer 2017

    . 4.10. / ( -

    )? 2016 . () 2016 . ()

    2016 .

    50%+ 13% 8% 4% 5% 8% 6%

    21%-50% 17% 10% 5% 4% 17% 8%

    11%-20% 13% 20% 11% 10% 17% 13%

    10% 12% 19% 11% 17% 11% 18%

    13% 19% 27% 23% 14% 28%

    16% 11% 21% 27% 17% 16%

    4.4. digital

    digital 2016 . 34%.

    11% , . 38% , - 40 75% . 27% 40%, 15% - . 16% digital , 15% .

    . 4.11.

    ( 2017 .) ?

    digital - . - 29%. , digital 60%.

    15%

    15%-40%

    40%-75%

    75%

  • 21IAB Russia Digital Advertisers Barometer 2017

    digital ( 47%) - ( digital 64% ). -- ( digital 22%) FMCG (20%).

    . 4.12. digital 2016 .

    4.5. digital

    8 .. 30% 2015 . 38 % 2017 . ().

    . 4.13. digital

  • 22IAB Russia Digital Advertisers Barometer 2017

    .

    . 4.14. digital

    - , ( --, ) ?. (54%) , digital .

    . 4.15. ,

    ( ,

    ) ?

  • 23IAB Russia Digital Advertisers Barometer 2017

    , , digital , (58% - digital 38% ), .

    , digital - : , , 15%, digital ( FMCG ); , , / digital ( ) .

    , -, . digital.

    . 4.16. ,

    digital

    : digital

    ~3545%

    : digital

    >60%

    digital 15% (37%)

    (74%)

    digital 80% (42%)

    2016 . (72%)

    (38%) FMCG-(72%)

    (31%)

    , ,

    (78%)

    , digital 2015, 2016 2017 () ., -, ( 52% , 48%). , , 5 .. , 10 .. .

  • 24IAB Russia Digital Advertisers Barometer 2017

    . 4.17.

    (48%) . , 5% 2016 . 2015 ., 5% 2017 . 2016 . 27% - , .. , . 28% digital 2017 . digital 2016 .

    4.5.

    , digital . - , . ( , ), . ( 1 3 ).

    1-4 ..

    5-9 ..

    10+ ..

  • 25IAB Russia Digital Advertisers Barometer 2017

    . 4.18.

    ?

    , , -, digital, , -, - , . , 5% .

    - - ( , , ), - digital , () .