Russia – yet other Digital Landscape
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Russia – yet other Digital Landscape

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2012 - current Russian digital market overview from IAB Russia: infrastructure, key players, numbers, audience and money. Comparison with Spanish and another Europien markets data. Features and ...

2012 - current Russian digital market overview from IAB Russia: infrastructure, key players, numbers, audience and money. Comparison with Spanish and another Europien markets data. Features and differences on search and social landscapes. How to get Russian customers online.

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Russia – yet other Digital Landscape Russia – yet other Digital Landscape Presentation Transcript

  • 2012.03.22, Madrid, SpainOMExpo CongressRUSSIA – YET OTHERDIGITAL LANDSCAPEOMElnitskiy BorisPresident IAB Russia
  • Content •  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 p2© 2012, The Interactive Advertising Bureau
  • WHAT IS THE IAB? p3© 2012, The Interactive Advertising Bureau View slide
  • l  IAB - Interactive Advertising Bureaul  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 p4© 2012, The Interactive Advertising Bureau View slide
  • 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. p5© 2012, The Interactive Advertising Bureau
  • GLOBAL PRESENCE, GLOBAL PARTNERS44 CountriesUSA: over 460 companies, with share 86% on the marketEurope: over 5500 companies on 30 markets © 2012, The Interactive Advertising Bureau
  • IAB SPAIN 152 members represent 95% of the market 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  Further information: www.iabspain.net p7The Interactive Advertising Bureau
  • IAB RUSSIA July, 2010: IAB Russia was organized Mart, 2011: The beginning of operational activity December, 2011: 15 active members p8  The Interactive Advertising Bureau
  • 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 p9 The Interactive Advertising Bureau
  • RUSSIA IN NUMBERS p 10© 2012, The Interactive Advertising Bureau
  • TOP 10 EUROPEAN MARKETSDIGITAL AD SPEND (2010/2009) p 11Source: IAB Europe AdEx-2010 Report
  • MARKET OF INTERACTIVE ADVERTISING Euro Total in 2011: € 1200000 000 €1,022 bln. € 1000000 000 € 800000 000 63,4% - Search/PPC € 600000 000 36,6% - Display € 400000 000 Search/ PPC € 200000 000 Display € 0 2008 2009 2010 2011 Roubles, Bln 50,00 40,00 Total in 2011: 30,00 € 900 mln 20,00 10,00 51% - Search/PPC 0,00 49% - Display+Classifides 2008 2009 2010 2011 IAB Spain, PWC p 12 Sources: 2012, ACAR Report,
  • RUSSIAN ADVERTISING MARKETSegmentYear   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   p 13Source: 2008-2011, ACAR Report
  • SHARES OF MEDIA ONRUSSIAN AD MARKET ‘11 2-nd place 15,9% 1,6% 49,7% TV 13,0% RADIO PRINT MEDIA OUTDOOR INTERNET 15,3% REST of media 4,5% Internet share: 16,3% (IAB Spain, PWC) p 14Source: 2011, ACAR Report
  • AUDIENCE Russia – The largest market in Europe for the audience. Internet penetration: 36-42% Internet penetration: 57,6% (population 14+) Source% EGM p 15Source: 2011 Sep, comScore Media Mertix
  • 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 AdMarket Share’11 IAB Russia Expert estimation 12,0%   47,0%   6,0%   16,0%   5,0%           7,0%       2,5%   p 20 Source: IAB Europe AdEx-2010 Report, comScore
  • RUSSIAN MARKET DIGITAL ECOSYSTEM Graphic map with key sectors, processes and players in the field of digital marketing in Russia. p 21© 2012, The Interactive Advertising Bureau
  • p 22
  • Social Media Landscape Social networks in Spain: 1.  Facebook 2.  Youtube 3.  Tuenti 4.  Twitter (source: IAB Spain. November 2011). p 23Source: vincos.it, Alexa
  • SOCIAL NETWORKS RANK p 24Source: vincos.it, Alexa
  • Search Landscape 62-64% 24-26% p 25Source: http://analyzethis.ru/ , LiveInternet.ru
  • HOW TO GET RUSSIAN CUSTOMERS1. Use a direct relationship with key players:media and services•  Through on-line interface•  Through sales department and account manager•  Through the local office2. Contact your local reseller or partner of the Russian company.Or…. become a reseller yourself.3. Use the services of a global advertising agency p 26 © 2012, The Interactive Advertising Bureau
  • TOP-20 INTERNET PROPERTIES JAN‘12, RUSSIA, CITY AUDIENCE 100 000+, 12-54 YEARS OLD Daily, average ‘000 Monthly ‘000 Mail.ru (31 Mail.Ru, 31 projects 30 452 т.ч. Yandex, 35 projects проект) Яндекс (35 Yandex, 35 projects 30 358 т.ч. проектов) Vkontakte.ru 25 458 т.ч. Google(ru+com) 23 720 т.ч. Odnoklassniki.ru 21 648 т.ч. Vk.com 21 529 т.ч. Youtube.com 21 171 т.ч. Wikipedia.org 19 753 т.ч. LiveJournal.com 14 960 т.ч. Rambler (24 13 969 т.ч. проекта) Facebook.com 13 527 т.ч. Avito.ru 12 710 т.ч. Biglion.ru 12 507 т.ч. Fotostrana.ru 10 639 т.ч. Kinopoisk.ru 10 287 т.ч. LiveInternet.ru 10 278 т.ч. Site–centric 8 995 т.ч. panel Gismeteo.ru Qip.ru 8 945 т.ч. User–centric Marketgid.com 8 874 т.ч. panel Letitbit.net 8 870 т.ч.Source: TNS Web Index, 2012 Jan
  • p 28
  • - IAB Russia memberEnglish-language interface, credit cardpayment, customer service in English.http://advertising.yandex.com/http://direct.yandex.com/Sales office in Lucerne, Switzerlandhttp://company.yandex.com/press_center/press_releases/2012/2012-03-12.xml p 29
  • - IAB Russia memberIn your Google AdWords accountstart another separate advertising campaign with locationtargeting to Russia.Your ads should be in Russian, use the help of a Russianspeaking specialist.adwords.google.com p 30
  • - IAB Russia memberConsultations and customer service in English.Through exclusive seller Index20http://www.index20.ru/en/contact@index20.ru p 31
  • Respond to inquiries in English languagesales@corp.mail.ru p 32
  • English and Spanish language interface, credit cardpayment, customer service in English.http://vk.com/ads?section=target p 33
  • 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 Number of viewesWorld RussiaVisitors of Rutube Overview information §  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
  • 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 viewers2.  Advertising campaign targeting on professional video content (Russian and world-wide majors)3.  Deep knowledge of video users behavior for campaign targeting4.  Compliance with IAB standardsAdvertising formats: pre-roll, mid-roll, post-roll, pause-banner, overlayMarket share 2012: 40% of video advertising marketcontacts { Natalia Dmitrieva, CEO, ndmitrieva@gpm-digital.com Irina Mysina, Commercial director, imysina@gpm-digital.com * TNS Web Index, december 2011
  • SOURСES AND REFERENCES 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 p 36© 2012, The Interactive Advertising Bureau
  • CONTACTS:   Boris Omelnitskiy President IAB Russia bao@iabrus.ru skype: baoizm = twitter: baoizm www.iabrus.ru p 37© 2012, The Interactive Advertising Bureau