Capital Markets Day 2011 Mikhail Nazarov, Sergey Veselov

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Capital Markets Day 2011 Mikhail Nazarov, Sergey Veselov

  1. 1. Russian Advertising Media Market Overview
  2. 2. Russian Advertising Market in European Context 2000 2008 Rank Rank Ad market US$ billion Ad market US$ billion 1 Germany 27,8 1 Germany 26,1 2 UK 16,5 2 UK 19,2 3 France 13,0 3 France 13,6 4 Italy 11,2 4 Italy 12,0 5 Spain 7,9 5 Russia 11,9 20 Russia 0,9 6 Spain 9,9 2009 2010 Rank Rank Ad market US$ billion Ad market US$ billion 1 Germany 23,9 1 Germany 24,6 2 UK 16,9 2 UK 18,0 3 France 12,3 3 France 12,9 4 Italy 10,4 4 Italy 10,8 5 Spain 7,8 5 Russia 8,2 6 Russia 6,8 6 Spain 7,9Source: ZenithOptimedia, Russian Association of Communication Agencies (ACAR)
  3. 3. Ad Spend per Capita, 2010 ($, excl. VAT)Source: ZenithOptimedia, ACAR, Analytical Center Video International (ACVI)
  4. 4. Russian Advertising Market ChangesSource: ACAR. TV figures include cable & satellite segment
  5. 5. Russia: Ad Spend Growth vs Consumer Expenditures GrowthSource: Consumer expenditures - Euromonitor International Advertising expenditures - ACAR
  6. 6. Ad Trends by Medium, 2001 - 2010, % 52 50% 40% 30% 20% 18 13 10% 11 5 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 TV Radio Print Outdoor Internet OtherSource: ACAR
  7. 7. Ad Market Share by Medium, % Russian ad media TV ad share across market shares, 2010, % markets, 2009, %Source: ACAR, ACVI estimates
  8. 8. TV Ad Expenditures by Industries, %Source: Russia (2010) - TNS, ACVI; UK (2006) - ZenithOptimedia, USA (2006) –TNS, ACVI estimates
  9. 9. Comparative Cost of Allocation – Cost per Thousand Russian media TV CPT across markets, CPT, 2010, US$ 2010, US$Source: Initiative, ACVI estimates
  10. 10. Russian TV Landscape Share TVRSource: TNS, Russia (100+), all 4+, whole day, 2010
  11. 11. TV Ad Airtime Trading in Russia Industrial model Key indicators Trading currency• TV advertising is a • TVR is the percentage of the • CPP – Cost per Rating negotiated medium total potential audience group Point, the actual cost of• It is a supply and viewing a particular program, reaching 1% of a target spot, channel or time of day demographic group demand market • GRP - Gross Rating Point is (based on a 30"• TV airtime is sold on commercial) the arithmetic sum of all TV GRP basis ratings in a campaign media • Cost per Rating Point schedule determines how many • Most campaigns approve GRPs will be purchased money to buy certain number for the campaign budget of GRP • CPP is the main trading currency on Russian TV ad market
  12. 12. Buying / Selling PracticesLONG-TERM DEALS NEGOTIATIONS BUYING / TVC PLACEMENT Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec NEGOTIATIONS / BUYING / TVC PLACEMENT SHORT-TERM DEALS DEAL PARAMETERS Budget Seasonality DaypartsBuyer Premium position / Discount Seller Floating / Fix Target Audience Flexibility / Penalties CPP – Cost per Rating Point
  13. 13. Video International Services SOFTWARE SYSTEM ARCHITECTUREDemand Forecast• Ad market research• Product segments trend-analysisInventory forecast• TVR ad blocks forecast• Inventory macro-analysisIT Resources• Unique software allocation system• Inventory optimization • Available breaks – easy to choose, • Detailed info on environment fast to book
  14. 14. Russian Ad Media Market Structure: 5 year Forecast Share of Ad Spend, 2010 Share of Ad Spend, 2015Source: ACVI
  15. 15. Russian Ad Market (forecast), 2010 – 2015 Annual growth 2010 2011 2012 2013 2014 2015 Total market + 21% + 18% + 17% + 14% + 13% + 12% TV + 20% + 21% + 15% + 13% + 12% + 12%Source: ACVI
  16. 16. Thank you!

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