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Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)
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Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)

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  • 1. THE POTENTIAL GROWTH OF INTERNET MEDIA Online in Russia Razova Yulia
  • 2. INTERNET IN RUSSIA: MODERN HISTORY
    • 1994 – 1998
      • From .SU to .RU - first digital steps and launches
    • 1999 – 2000
      • Media of Freedom – Politics find digital space proper for PR wars. Mass-media and news projects launches
    • 2001 – 2006
      • Electronic Russia – Government goes online, Putin carries out his first online conference. Internet shows stable growth as media and advertising channel
    • 2006 – 2009
      • Social Media Era – Blogs, Forums, Social Networks and Content Exchange projects show fastest ever growth
    • 1990
      • Soviet Internet appears
  • 3. RUSSIAN DIGITAL POPULATION (18+) 37.5 mln people online in Russia 28.5 mln urban people online in Russia Every third person in Russia is INTERNET USER Every second person in Russia who live in 100 000+ city is INTERNET USER
  • 4. TWO CAPITALS ONLINE (12+) Popular Dominant media Technological Accessable Internet penetration 60% 56% 12-24 Internet penetration 93% 91% Broadband share 86% 88% Web access from Home Office Wi-Fi points Home Office Wi-Fi points
  • 5. RUSSIAN DIGITAL POPULATION (18+): REGIONAL SPLIT Regions are the points of growth now since Moscow and St. Pete are highly digital Ural, 8% (2.7 mln ) The Far East, 4% (1.5 m ) Siberia, 11% (3.7 m ) Volga region, 18% (6.3 m ) South, 12% (3.9 m ) Central (not incl. Moscow), 18% (6.0 m) North-Western region, 13% (4.5 m ) Moscow, 15% (5.2 m )
  • 6. MEDIA CONSUMPTION: MINUTES PER WEEK
    • Internet is the only growing media in terms of time spent per week in Russia.
    • Since TV and radio broadcasting became available online (via Youtube, Internet TV, LastFm, etc) most people perfered web as most flexible and convenient channel
  • 7. INTERNET IN RUSSIA (100 000+): TYPES OF ACCESS Dial Up Broadband WAP/GPRS Only 17% of Russian Internet users have dial up access at home 78% of users in Russia have broadband web access at home 27% use mobile phone to access web when they are out of computer. 5% use mobile Internet every day Will be almost gone till 2012 Dominant type of access Beardless media access (anytime anyplace)
  • 8. RUSSIAN INTERNET USER PROFILE 51% men 49% women Active age groups (18-34 – core; 34-44 active growth ) White collars, specialists living in the cities 100 000+ Every day users Home access is dominant Have more than a 3 years of web experience
  • 9. INTERNET: TOP 10 RU SITES (MONTHLY REACH) Russia Moscow St. Petersburg
  • 10. KEY ONLINE TRENDS
      • Ad serving systems development // Personalized Web 2.0
      • Online research and measurements development
      • Market consolidation
      • Broadband growth
    New formats & video ad Long-term nego tactics New targeting options Online tracking
  • 11. INTERNET IN RUSSIA: INFLUENCE OF RECESSION Internet is the only media that keeps growing at the moment in Russia
      • Investments growth up to 5% (1H’2009 results)
      • Inventory growth up to 40%
      • Audience growth up to 17%
    Traditional media players moved towards web starting to develop the digital projects
      • Print media is suffered a lot form recession and most publishers concentrated on digital versions and start ups (Slon.ru, Snob.ru, etc)
      • TV channels started to distribute their content online and developed their own portals (Vesti)
    Government focused on web development as the media
      • Regional development – local provides control in order to minimize Internet access costs
      • Electronic document flow testing within the municipal structures
      • Free Internet within educational institutes
      • Top local players control and support (Begun and Google deal cancelation)
  • 12. MARKET TRENDS AND FORECASTS 6/19/2009
  • 13. INTERNET ADVERTISING BILLINGS – ACTUAL AND EXPECTED *
    • 2008 Internet billings had made 14.7 bln RUR which is 56% more than 2007 result. Search holds 60% of total web advertising
    • In despite of crisis Internet media is expected to show 5% growth in 2009
  • 14. INTERNET ADVERTISING: DISPLAY VS. SEARCH
    • 2007 was the year of highest display growth due to FMCG advertisers increase.
    • Display is preliminary web instrument for brands and awareness building campaigns
    • Search incredible growth came from small and medium business who are the key search advertisers.
    • Search is key instrument for sales pushing campaigns.
  • 15. INTERNET IN RUSSIA VS OTHER COUNTRIES: ONLINE’ SHARE IN MEDIA MIX
  • 16. INTERNET IN RUSSIA 1H’09: DISPLAY ADVERTISING SPENDS BY CATEGORIES (%) Automotive category has increased its display share up to 30% (2008 -1’H result – 24%)
  • 17. SOCIAL MEDIA
    • Local Market Update and Options
    6/19/2009
  • 18. TOP 5 SOCIAL NETS WORLDWIDE
    • 4 rank in Alexa.com international sites rating
    • Users age group – 18 – 34
    • Av. Time spent per day – 26.3 min
    • 11 rank in Alexa.com international sites rating
    • Users age group – 18 – 34
    • Av. Time spent per day – 26.3 min
    • 33 rank in Alexa.com international sites rating
    • Users age group – 18 – 24
    • Av. Time spent per day – 36.8 min
    • 36 rank in Alexa.com international sites rating
    • Users age group – 18 – 24
    • Av. Time spent per day –22.3 min
    • 44 rank in Alexa.com international sites rating
    • Users age group – 18 – 34
    • Av. Time spent per day – 42.7 min
    USA USA Russia USA Brazil
  • 19. SOCIAL NETWORKS IN RUSSIA Young and technology oriented Mature and services oriented Close to portal profile
  • 20. SOCIAL NETWORKS IN RUSSIA: ADVERTISING OPPORTUNITIES
    • Media Advertising
      • Standard banners
      • Special formats (Odnoklassniki, My.mail.ru)
    • Integration
      • Brand elements integration into network services (as gifts)
    • Groups
      • Brand groups development and support (loyalty building and BTL support)
    • Applications
      • Branded applications launch within social network
      • Brand integration within already existing and popular applications
  • 21. MEDIA ADVERTISING
  • 22. INTEGRATION
  • 23. GROUPS Nokia group within Vkontakte.ru: More than 1 000 000 members
  • 24. APPLICATIONS Nokia Photo application within Vkontakte.ru
  • 25. THANK YOU!

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