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Yandex presentation from SMX ISS in San Jose 2012. Market overview, Yandex overview and how to get started working with Yandex.

Yandex presentation from SMX ISS in San Jose 2012. Market overview, Yandex overview and how to get started working with Yandex.

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SMX ISS - Yandex Presentation Presentation Transcript

  • 1. International Search Summit – San Jose SearchFebruary 2012
  • 2. Get StareAgenda Russian Internet market Yandex overview How it works 2
  • 3. Russian Internet Market Internet Users by Country Russia has the 7th largest audience of Internet Users in the world; 2nd largest in Europe Internet Users (MM) per CountryMillions ofInternet Users 3
  • 4. Internet Penetration by Country Russia currently has fairly low penetration compared to other large Internet populations Internet Penetration per Country% of Population 4
  • 5. Russian Internet Penetration Growth Russian market is growing extremely quickly because of penetration growth Internet Penetration in Russia (2000-2011) 43% 75% 42% 37% 27% 21% 50% 19% 15%% of Population 12% 10% 7% 25% 4% 2% 0% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 5
  • 6. Key Investment HighlightsInternet Penetration in major cities is close to western standards Internet penetration in Russia by Region (%) 72% 66% 53% 40% Moscow Saint-Petersburg 1M+ Cities Other Russia Source: Public opinion foundation report, June 2011. Data for other countries provided by InternetWorldStats.com, June 2011, Dec 2011. 6
  • 7. Internet users are concentrated in the western regions 7
  • 8. Key Investment Highlights Russian Search Engine Competitive Landscape Search Traffic Share58% 60% June 2011 Rambler’s search services are powered by Yandex 2006 November 2009 • Google opens office in Russia Launch of MatrixNet • Google introduces Russian language morphology January 2010 Mail.ru stops using Yandex for search26% 26% 5% 5% 8% 1.6% Source: LiveInternet.ru 8
  • 9. Market Overview The Russian Advertising Market Is Booming Russian Total Ad Market ($ Bn) Online as % of Total Ad Spend 14.6 29% 11.8 9.6 20% 18% 18% 7.9 15% 13% 11% 10% 5% 2% 2010 2011e 2012e 2013e UK China Germany France US Spain Russia Italy Brazil India 9
  • 10. Russian online advertising share by media type Mobile (1%) Video (4%) Social (4%) Display (26%) Paid Search (66%) 10
  • 11. Russian e-commerce has grown more than 50% in last two years $14,000 $12,000 $10,000 $8,000Russian e-commerce(mln. USD) $6,000 $4,000 $2,000 $0 2010 2011 2012 Source: Data Insight 11
  • 12. Mobile internet penetration is still relatively low 12
  • 13. Get StareAgenda Russian Internet market Yandex overview How it works 13
  • 14. Key Investment HighlightsLocal Champions Can Win in Search Yandex Baidu Naver (launched 1997) (launched 2001) (launched 1999) Yandex 2 Baidu NHN 3 1 60% 76% 65% South Russia China Korea Others 5% Others 12% 25,5% 19% 9,5% 28% Google Google Others Google Source: Liveinternet.ru, comScore, Analysys International 14
  • 15. Introduction Yandex is the Market Leader Search Leader #1 Internet Destination 60% search market share in Russia1 45 million unique visitors per month2 44% of Russian users’ homepages3 Leading Online Largest Russian Advertising Platform Internet Business 270,000+ advertisers in 20114 FY 2011 $622m Revenues6 (60% yoy growth) 51% online ad market share5 $287m Adj. EBITDA7 (50% yoy growth) 1 Source: 5 Source: AKAR 2011, as of Feb 22, 2012, adjusted for commissions Liveinternet, January 2012 6 Source: Company Information for the FY period 2011, using an exchange rate of RUR 32.1961 to $1.00 as of Dec 31, 2011 2 Source: comScore (December 2011) 3 Source: TNS, January 2011 7 Source: Company Information for the FY period 2011, using an exchange rate of RUR 32.1961 to $1.00 as of Dec 31, 2011 4 Source: Company Information, FY 2011 Adjusted EBITDA is EBITDA before share-based compensation 15
  • 16. Yandex: The Gateway to the Russian InternetRussia’s Most Popular Homepage – 44% of All Russian Users News Mail Traffic Jams / Maps Comparison Shopping Yandex.Money 16
  • 17. Key Investment Highlights Continuous Focus on Innovation Mail Payments Language Search News Shopping Maps Understanding 1989 1997 2000 2002 2004 1998 2002 2004 2005 2006 1 1989 2001 2005 2008 Source: Company information, Liveinternet.ru, iResearch, SearchEngineWatch.com, comScore 1. Baidu News Service launch date based on being available as of the date of IPO 17
  • 18. Financial ReviewLocal Focus and Understanding Russia/CIS is our “Backyard” Locally-relevant Content and Services Russia + Ukraine + Kazakhstan + Belarus Search Verticals Maps/Traffic Street Views Images 1,400 different territories for Yandex Videos Music Goods Blogs … Our Ad Campaigns Have a Russian Accent… “The monitor does not give consultations.” 18
  • 19. Key Investment Highlights Yandex is Replicating Success in Adjacent Markets Share of Search Traffic in Ukraine, Kazakhstan and Belarus 1 Ukraine Kazakhstan Belarus (2005) (2009) (2010) 73% 60% 50% 46% 46% 48% 28% 24% 24% 38% 19% 37% 3% 3% 22% 7% 19% 6% Source: LiveInternet.ru 1. Search traffic reflects transitions by respective country’s users to local and Russian sites 19
  • 20. Turkey – Our First International Market Expected to be among leading EMEA markets in terms of Ad Expenditure growth in 2011-2014 Turkey at a Glance1 Yandex in Turkey  Population of 76MM  Internet users (‘11): 35MM (46%)  2.0MM users in January 20122  28 local portals  >200K daily users of the portal 2  Online ad market (‘13E): $300MM  Local content & home page  No established #2 player in search  Exclusive content on Yandex.Maps Turkish Market: Fast Growing and Sizeable Maps and Map Based Services News Mail Weather Image Video Search for search search goods Widgets 130K downloads of Yandex Mobile Maps1 Euromonitor; FOM; Global Insight; InternetWorldStats.com; ZenithOptimedia; Advertising Expenditure Forecasts, December 2011; Internet user penetration based on total population (source: Global Insight)2 comScore, January 2012 20
  • 21. Get StareAgenda Russian Internet market Yandex overview How it works 21
  • 22. PPC interface available in English 22
  • 23. Bid management in English 23
  • 24. Wide range of Banner Ad options available 24
  • 25. Yandex.Metrica – web analytics tool available in English 25
  • 26. Yandex 101SEO for Yandex Organic engine rewritten and launched as MatrixNet in November 2009 Most of the “old” advice doesn’t apply anymore Machine learning based; Archetypal sites” chosen as targets by “Assessors” Makes advising on SEO very hard; we don’t even know what the weights are No formal customer support team for SEO’s Very good webmaster tools (available in English) General written guidelines available for how to get included in index 26
  • 27. Yandex Webmaster Tools tell you  What problems occurred during the indexing process  Which pages are included in the search index  Who links to your website  What searches people make to find your website  How to protect your site from viruses  How to improve the appearance of your site in the search results 27
  • 28. Yandex Webmaster Tools Examples Click Share by Query CTR by Query Links Popular Queries 28
  • 29. Get StareWant to try Yandex? Contact International Business Development team Free translation, training and initial setup Local optimization and campaign feedback Dedicated English speaking Account Manager in Moscow Web based reporting, budgeting, etc. available in English language interface  U.S. or European Yandex entity available for simplified payment, invoicing & contracting Dollars vs. Rubles Post pay billing available U.S. or EU vs. Russian legal jurisdiction 29
  • 30. Thank You! Preston Carey Director, Business Development preston.carey@yandex.ru +1 857.288.8762 @prestoncarey