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?


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


GLOBAL PRESENCE, GLOBAL PARTNERS

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


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


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

•  Balanced positioning of various market participants

•  Focus on the industry needs


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


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


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

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


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 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/ [email protected]

p 32

Respond to inquiries in English language [email protected]

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, [email protected]

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, [email protected] Irina Mysina, Commercial director, [email protected]

{ contacts


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:


Boris Omelnitskiy President IAB Russia [email protected] skype: baoizm twitter: baoizm www.iabrus.ru

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

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