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Trends and digital advertising
opportunities in Russia
Dominik Johnson
Yandex
Doing Business in Russia
›  Opportunity ?
›  Ecommerce !
›  Case Study .
10%
66%
34%
90%
Total internet users in 1996 vs. 2014
Source: comScore
territories
of Germany
48
territory
of Russia
1 =
Statistics on Russia
Length: 7500 km
Area: 17,125,191 km2
Population: 146,544,710
Internet really matters when distances are this huge
Source: comScore, MMX, Russia Home and Work Location, Age 15+, 2015
58 billion search requests were
answered by Yandex in 2015
Search
Belarus
38%
Ukraine
30%
Kazakhstan
24%
Turkey
5,1%
Source: Yandex Stat, November 2016
Search Share
Russia
55,2%
Doing Business in Russia
›  Opportunity ?
-8
-6
-4
-2
0
2
4
Oct. 2014 Jan. 2015 Apr. 2015 July 2015 Oct. 2015 Jan. 2016 Apr. 2016
Income down 6%
Source: RBC, April, 2016
% YoY
100,0
100,5
101,0
101,5
102,0
102,5
103,0
103,5
104,0
Jan. 2014 July 2014 Jan. 2015 July 2015 Jan. 2016
Inflation up 13%
Source: RBC, May, 2016
%
2000
2100
2200
2300
2400
2500
2600
2700
2800
2900
3000
Jan. 2015 June 2015 Nov. 2015 Apr. 2016
Retail turnover down
Source: RBC, April, 2016
Billionrub.
Imports contracting
Source: RBC, April, 2016
9
14
19
24
29
34
Mar. 2014 July 2014 Nov. 2014 Mar. 2015 July 2015 Nov. 2015 Mar. 2016
%
Buying power up 300%
over a 15 year horizon
But is it really that bad?
Retail turnover
27 trillion Rubles
(almost 370 billions of Euro)
Source: Russian Federal State Statistics Service, March 2016, 1Euro= 73 RUR
But is it really that bad?
E-Commerce is growing
16% year on year
But is it really that bad?
12,1 million people went
on a holiday in 2015
Source: Russian Federal State Statistics Service, 2015
But is it really that bad?
2014 – 10 euro
2016 – 3 euro
Consumer Confidence Index - stable
Source: Nielsen, 2016
80 80 79
83 85 87
79
72
78
74 74
Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Consumer sentiment
Source: Nielsen, 2016
86%
Have spare cash to spendIn saving mode
71%
+ 31% sales growth in 2015
In 2016 all 25 cars allocated
to Russia already sold out
Source: AutoBusinessReview, April 2016
Insights
An ordinary day in any big Russian city…
14.538.837 19.914.323
Jan-Dec 2014 Jan-Dec 2015
Jan-Dec 2014 Jan-Dec 2015
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
Impressions
Promo hunting sets new records
Source: Yandex, 2015
+37%
2014 2015
Consumer’s interest in discounted and cheap apparel & shoes rose 37% in 2015 vs. 2014
59%
0%
35%
4% 1%
Started paying more attention to prices
Started paying less attention to prices
Like before pay attention to prices
Like before pay attention to prices of goods
new to me
Like before do not pay attention to prices
Source: Wellhead, OMI, February, 2015
Importance of price as a trigger of purchase
soars
85% of shoppers
in Russia expect further
price increases
Source: GfK, 2015
What factors led to spontaneous purchase in
e-commerce?
Source: GFK, September-October, 2015
4%
13%
14%
17%
24%
46%
77%
Push messages
Social network advertising
On-line advertising
Combined offers, bundles
Mail advertising
Free delivery
Sale
Share of shoppers buying on sale is up
Source: Sberbank CIB, 2016 
Q2 2015 Q1 2016
50% 60%
Doing Business in Russia
›  Ecommerce !
Rapid growth of online trade
Source: eMarketer, 2015. 1$=0,94 Euro according to the rate of the Central Bank of Russia by 01.12.2015
30,6
32,9
34,5
35,5
36,6
2014 2015 2016 2017 2018
Amount of online buyers in million
14,52
17,82
21,26
24,98
28,71
2014 2015 2016 2017 2018
Orders trough internet in billions EUR
Forecast Forecast
29% of Yandex Market
customers buy with
Smart Devices
Source: Yandex, 2016
25% clicks in YAN comes
from Smart Devices
Source: Yandex, 2016
│  In 2014 16% of Russians like ads in general
│  In 2015 the share grew to 21%
Source: GFK, 2015
Cross-border trade
Cross-border sales of physical goods in Russia
Source: RBC, October 2015
30% 10%
55%
USA
UK & Europe
China
Where Russians prefer to shop (GMV):
Reasons for choosing a particular store
Source: GFK, 2015
73%
34%
32%
21%
9%
7%
6%
0, 0,15 0,3 0,45 0,6 0,75 0,9
Smaller price
Not sold in Russia
Wider assortment
Unique assortment
Better quality
Fast delivery
For fun
30%
18%
16%
16%
14%
13%
11%
6%
4,7
4,7
2
4,8
3,7
2,9
2,5
2,1
Most popular categories for international
e-shopping
Source: GFK, September-October, 2015
Percentage of users who made orders from
international online stores
Clothing and shoes
Children goods
Phones, smart phones and tablets
Cosmetics and perfume
Home and garden goods
Video, audio and photo equipment
PC and laptops
Small household appliances
Avg. amount of orders over
last 12 months
Opportunities for Businesses
Russian Internet Self-Identification: Runet
Core numbers:
MAU – 80.5 mln people (age 12+) (in cities 100,000+, 47 mln)
DAU – 66.5 mln people (age 12+) (57% of MAU)
70%
99%
46%
95%
13%
53%
2007
2016
12-24 25-44 +45
Devices used to go online
55% 50% 58%Russia
0+
29% 12% 12%
60% 53% 61% 34% 11% 15%
Russia
100,000+
50% 46% 53% 24% 13% 9%
Russia
100,000-
Customer behavior: Desktop, Mobile, Tablets
Mobile phone – on public
transport
Tablet – at homeBrowser – at the office
Mobile as a natural filter
Russian cities 100k+, % of population in each age group
12-24 25-44 45+
2014 2015 2016
10
30
50
70
90
desktopmobile
2014 2015 2016
10
30
50
70
90
2014 2015 2016
10
30
50
70
90
Runet: core values and features
Diversity: the freedom of choice
Search:
Social Networks:
Runet: core values and features
›  Yandex.Market
›  eBay
›  AliExpress
›  Avito
e-Commerce hubs:
›  Yandex.Taxi
›  Gett
›  Uber
Online payments:
›  Yandex.Money
›  PayPal
Movie databases:
›  IMDB
›  Kinopoisk
Russians are natural multiusers, not just fans of one particular provider
Music streaming:
›  Yandex.Music
›  Zvooq
›  Google
On-demand rides:
Runet: core values and features
›  Yandex.Market
›  eBay
›  AliExpress
›  Avito
e-Commerce hubs:
›  Yandex.Taxi
›  Gett
›  Uber
Online payments:
›  Yandex.Money
›  PayPal
Movie databases:
›  IMDB
›  Kinopoisk
Russians are natural multiusers, not just fans of one particular provider
Music streaming:
›  Yandex.Music
›  Zvooq
›  Google
On-demand rides:
Taxi Navigator
Maps
Trains
Parking
TransportTraffic
Geoservices Information services
Weather News
Market Jobs
Personal services
Disk
Mail
Money Transfers
Fines
Money
Media servicesSearch services
Flights
TV
Search
Video
ImagesDirect
Translate Radio
Afisha
Music
Before we start, please try to
remember how Yandex main
page looks like
48
and for Star Wars
50
51
This is how it worked
53
Is Runet Sustainable?
Local technology Local data Local rules
Local technology
MatrixNet
MatrixNet
AI is controlled by human-generated signals
Smart (AI)
algorithms
Disco
Disco Recommendations
Service
Crypta
MatrixNet
[a] [b] [c] [d]
Speech and image recognition
Some text…
a b c d
Local data
Huge amount of data from lots of sources
partners
What’s the result?
Runet Advertising Revenue, 2015
97bn RUR
€ 1.25bn
Total online ad market
18.7bn RUR
€ 0.25bn
Display ads
78.3bn RUR
€ 1bn
Context ads
25bn RUR
€ 0.33bn
Mobile ads
In comparison
Yandex generates more ad revenue than the biggest Russian media holding
with the most popular TV channel
€0.76 bn
Gazprom Media
€0.78 bn
Yandex
Doing Business in Russia
›  Case Study .
Premium Ad Block
Yandex Direct on SERP
Ad Formats
Text & Image Ads Ads for Mobile Apps Smart Banners
Smart Banners can look different, based on more than 15 templates available to advertisers.
Item Сarousel Single Item Discounts Special OffersItem Mosaic
Smart Banners
Campaign parameters
›  Budget – $ 500
›  Duration – 2 weeks
›  Number of product offers – 886
Results:
›  Impressions – 162 560
›  Clicks– 4 390
›  Revenue –$ 6 244
›  Transactions – 22
СРС & СРА Comparison
x1.3
X2.4
x0.4
Смарт-баннер Рекламная сеть Директ (Поиск) Директ (Бренд)
CPC
x2.0
X1.3
X0.06
Смарт-баннер Рекламная сеть Директ (Поиск) Директ (Бренд)
CPA
Smart Banner Yandex
Ad Network
Yandex Direct
(Search)
Branded
Traffic
Yandex
Ad Network
Branded
Traffic
Source: Yandex
Smart Banner Yandex Direct
(Search)
Website Visitors
Target users who visited
your website and had
specific on-site behavior*
Behavioral
Target users whose interests,
behavior, and recent searches
match your ad copies content
Targeting Options
*Targeting website visitors requires Yandex.Metrica
Bid Strategies
Choose from a variety of bid
strategies to optimize CPA
and ROI
Geo Targeting
Target your customers in
select geographic areas
Bid Adjustments
Modify your bids by time,
device types, and users’ on-
site behavior*
Optimization Options
*Requires Yandex.Metrica
Case Study
Case Study #1
Online Retailer Store
▌  Goal: to assess traffic volume by
hour
Hour-by-hour Traffic
Moscow Never Sleeps
Adjust Bids by Hour
>  Bid up during working hours
>  Decrease bids on weekends
Desktop vs. Mobile Traffic by Hour
Case Study #2
Online beauty store
▌  Goal: to show ads to a particular set
of users
Create Segment
Create Segment
Build Remarketing Lists
Bid up on Yandex Search
who have been looking
for New Year gifts
Gifts for new year
Gifts for the loved ones
Gifts for New Year and Christmas. Sales!
Skin Care Bath and Shower Gift Certificates
Telephone & Address. 8 (800) 123-45-67 . Mon-Sun 09:00-22:00
• Free delivery • High Quality
siteforyandex.com/gifts
Retarget Users on Ad Network
who have been looking
for New Year gifts
Gifts for the loved ones
Gifts for New Year and Christmas. Sales!
Skin Care Bath and Shower
Gift Certificates
siteforyandex.com Address and Telephone
Recommendation
Increase frequency
of touchpoints with
a consumer
Beware of longer
planning and
review cycle
Consider
premium
offerings
We are the gateway
More details to come
“The simpler and more
transparent your site is,
the better it will be
indexed.”
Thank you!
Questions?
Thank you.
dominik@yandex-team.ru
+41 (41) 248 08 60 @dominik_johnson
https://www.facebook.com/dominik.johnson
Dominik Johnson
Yandex, Director Key Account Development

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E-commerce Berlin Expo 2017 - Trends and digital advertising opportunities in Russia

  • 1. Trends and digital advertising opportunities in Russia Dominik Johnson Yandex
  • 2. Doing Business in Russia ›  Opportunity ? ›  Ecommerce ! ›  Case Study .
  • 3. 10% 66% 34% 90% Total internet users in 1996 vs. 2014 Source: comScore
  • 5. Statistics on Russia Length: 7500 km Area: 17,125,191 km2 Population: 146,544,710 Internet really matters when distances are this huge
  • 6. Source: comScore, MMX, Russia Home and Work Location, Age 15+, 2015 58 billion search requests were answered by Yandex in 2015 Search
  • 8. Doing Business in Russia ›  Opportunity ?
  • 9. -8 -6 -4 -2 0 2 4 Oct. 2014 Jan. 2015 Apr. 2015 July 2015 Oct. 2015 Jan. 2016 Apr. 2016 Income down 6% Source: RBC, April, 2016 % YoY
  • 10. 100,0 100,5 101,0 101,5 102,0 102,5 103,0 103,5 104,0 Jan. 2014 July 2014 Jan. 2015 July 2015 Jan. 2016 Inflation up 13% Source: RBC, May, 2016 %
  • 11. 2000 2100 2200 2300 2400 2500 2600 2700 2800 2900 3000 Jan. 2015 June 2015 Nov. 2015 Apr. 2016 Retail turnover down Source: RBC, April, 2016 Billionrub.
  • 12. Imports contracting Source: RBC, April, 2016 9 14 19 24 29 34 Mar. 2014 July 2014 Nov. 2014 Mar. 2015 July 2015 Nov. 2015 Mar. 2016 %
  • 13. Buying power up 300% over a 15 year horizon But is it really that bad?
  • 14. Retail turnover 27 trillion Rubles (almost 370 billions of Euro) Source: Russian Federal State Statistics Service, March 2016, 1Euro= 73 RUR But is it really that bad?
  • 15. E-Commerce is growing 16% year on year But is it really that bad?
  • 16. 12,1 million people went on a holiday in 2015 Source: Russian Federal State Statistics Service, 2015 But is it really that bad?
  • 17. 2014 – 10 euro 2016 – 3 euro
  • 18. Consumer Confidence Index - stable Source: Nielsen, 2016 80 80 79 83 85 87 79 72 78 74 74 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
  • 19. Consumer sentiment Source: Nielsen, 2016 86% Have spare cash to spendIn saving mode 71%
  • 20. + 31% sales growth in 2015 In 2016 all 25 cars allocated to Russia already sold out Source: AutoBusinessReview, April 2016
  • 22. An ordinary day in any big Russian city…
  • 23. 14.538.837 19.914.323 Jan-Dec 2014 Jan-Dec 2015 Jan-Dec 2014 Jan-Dec 2015 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 Impressions Promo hunting sets new records Source: Yandex, 2015 +37% 2014 2015 Consumer’s interest in discounted and cheap apparel & shoes rose 37% in 2015 vs. 2014
  • 24. 59% 0% 35% 4% 1% Started paying more attention to prices Started paying less attention to prices Like before pay attention to prices Like before pay attention to prices of goods new to me Like before do not pay attention to prices Source: Wellhead, OMI, February, 2015 Importance of price as a trigger of purchase soars
  • 25. 85% of shoppers in Russia expect further price increases Source: GfK, 2015
  • 26. What factors led to spontaneous purchase in e-commerce? Source: GFK, September-October, 2015 4% 13% 14% 17% 24% 46% 77% Push messages Social network advertising On-line advertising Combined offers, bundles Mail advertising Free delivery Sale
  • 27. Share of shoppers buying on sale is up Source: Sberbank CIB, 2016  Q2 2015 Q1 2016 50% 60%
  • 28. Doing Business in Russia ›  Ecommerce !
  • 29. Rapid growth of online trade Source: eMarketer, 2015. 1$=0,94 Euro according to the rate of the Central Bank of Russia by 01.12.2015 30,6 32,9 34,5 35,5 36,6 2014 2015 2016 2017 2018 Amount of online buyers in million 14,52 17,82 21,26 24,98 28,71 2014 2015 2016 2017 2018 Orders trough internet in billions EUR Forecast Forecast
  • 30. 29% of Yandex Market customers buy with Smart Devices Source: Yandex, 2016
  • 31. 25% clicks in YAN comes from Smart Devices Source: Yandex, 2016
  • 32. │  In 2014 16% of Russians like ads in general │  In 2015 the share grew to 21% Source: GFK, 2015
  • 34. Cross-border sales of physical goods in Russia Source: RBC, October 2015 30% 10% 55% USA UK & Europe China Where Russians prefer to shop (GMV):
  • 35. Reasons for choosing a particular store Source: GFK, 2015 73% 34% 32% 21% 9% 7% 6% 0, 0,15 0,3 0,45 0,6 0,75 0,9 Smaller price Not sold in Russia Wider assortment Unique assortment Better quality Fast delivery For fun
  • 36. 30% 18% 16% 16% 14% 13% 11% 6% 4,7 4,7 2 4,8 3,7 2,9 2,5 2,1 Most popular categories for international e-shopping Source: GFK, September-October, 2015 Percentage of users who made orders from international online stores Clothing and shoes Children goods Phones, smart phones and tablets Cosmetics and perfume Home and garden goods Video, audio and photo equipment PC and laptops Small household appliances Avg. amount of orders over last 12 months
  • 38. Russian Internet Self-Identification: Runet Core numbers: MAU – 80.5 mln people (age 12+) (in cities 100,000+, 47 mln) DAU – 66.5 mln people (age 12+) (57% of MAU) 70% 99% 46% 95% 13% 53% 2007 2016 12-24 25-44 +45
  • 39. Devices used to go online 55% 50% 58%Russia 0+ 29% 12% 12% 60% 53% 61% 34% 11% 15% Russia 100,000+ 50% 46% 53% 24% 13% 9% Russia 100,000-
  • 40. Customer behavior: Desktop, Mobile, Tablets Mobile phone – on public transport Tablet – at homeBrowser – at the office
  • 41. Mobile as a natural filter Russian cities 100k+, % of population in each age group 12-24 25-44 45+ 2014 2015 2016 10 30 50 70 90 desktopmobile 2014 2015 2016 10 30 50 70 90 2014 2015 2016 10 30 50 70 90
  • 42. Runet: core values and features Diversity: the freedom of choice Search: Social Networks:
  • 43. Runet: core values and features ›  Yandex.Market ›  eBay ›  AliExpress ›  Avito e-Commerce hubs: ›  Yandex.Taxi ›  Gett ›  Uber Online payments: ›  Yandex.Money ›  PayPal Movie databases: ›  IMDB ›  Kinopoisk Russians are natural multiusers, not just fans of one particular provider Music streaming: ›  Yandex.Music ›  Zvooq ›  Google On-demand rides:
  • 44. Runet: core values and features ›  Yandex.Market ›  eBay ›  AliExpress ›  Avito e-Commerce hubs: ›  Yandex.Taxi ›  Gett ›  Uber Online payments: ›  Yandex.Money ›  PayPal Movie databases: ›  IMDB ›  Kinopoisk Russians are natural multiusers, not just fans of one particular provider Music streaming: ›  Yandex.Music ›  Zvooq ›  Google On-demand rides:
  • 45. Taxi Navigator Maps Trains Parking TransportTraffic Geoservices Information services Weather News Market Jobs Personal services Disk Mail Money Transfers Fines Money Media servicesSearch services Flights TV Search Video ImagesDirect Translate Radio Afisha Music
  • 46. Before we start, please try to remember how Yandex main page looks like
  • 47. 48
  • 48. and for Star Wars
  • 49. 50
  • 50. 51
  • 51. This is how it worked
  • 52. 53
  • 53. Is Runet Sustainable? Local technology Local data Local rules
  • 56. AI is controlled by human-generated signals Smart (AI) algorithms
  • 59. [a] [b] [c] [d] Speech and image recognition Some text… a b c d
  • 61. Huge amount of data from lots of sources partners
  • 63. Runet Advertising Revenue, 2015 97bn RUR € 1.25bn Total online ad market 18.7bn RUR € 0.25bn Display ads 78.3bn RUR € 1bn Context ads 25bn RUR € 0.33bn Mobile ads
  • 64. In comparison Yandex generates more ad revenue than the biggest Russian media holding with the most popular TV channel €0.76 bn Gazprom Media €0.78 bn Yandex
  • 65. Doing Business in Russia ›  Case Study .
  • 66. Premium Ad Block Yandex Direct on SERP
  • 67. Ad Formats Text & Image Ads Ads for Mobile Apps Smart Banners
  • 68. Smart Banners can look different, based on more than 15 templates available to advertisers. Item Сarousel Single Item Discounts Special OffersItem Mosaic Smart Banners
  • 69. Campaign parameters ›  Budget – $ 500 ›  Duration – 2 weeks ›  Number of product offers – 886 Results: ›  Impressions – 162 560 ›  Clicks– 4 390 ›  Revenue –$ 6 244 ›  Transactions – 22
  • 70. СРС & СРА Comparison x1.3 X2.4 x0.4 Смарт-баннер Рекламная сеть Директ (Поиск) Директ (Бренд) CPC x2.0 X1.3 X0.06 Смарт-баннер Рекламная сеть Директ (Поиск) Директ (Бренд) CPA Smart Banner Yandex Ad Network Yandex Direct (Search) Branded Traffic Yandex Ad Network Branded Traffic Source: Yandex Smart Banner Yandex Direct (Search)
  • 71. Website Visitors Target users who visited your website and had specific on-site behavior* Behavioral Target users whose interests, behavior, and recent searches match your ad copies content Targeting Options *Targeting website visitors requires Yandex.Metrica
  • 72. Bid Strategies Choose from a variety of bid strategies to optimize CPA and ROI Geo Targeting Target your customers in select geographic areas Bid Adjustments Modify your bids by time, device types, and users’ on- site behavior* Optimization Options *Requires Yandex.Metrica
  • 74. Case Study #1 Online Retailer Store ▌  Goal: to assess traffic volume by hour
  • 77. Adjust Bids by Hour >  Bid up during working hours >  Decrease bids on weekends
  • 78. Desktop vs. Mobile Traffic by Hour
  • 79. Case Study #2 Online beauty store ▌  Goal: to show ads to a particular set of users
  • 83. Bid up on Yandex Search who have been looking for New Year gifts Gifts for new year Gifts for the loved ones Gifts for New Year and Christmas. Sales! Skin Care Bath and Shower Gift Certificates Telephone & Address. 8 (800) 123-45-67 . Mon-Sun 09:00-22:00 • Free delivery • High Quality siteforyandex.com/gifts
  • 84. Retarget Users on Ad Network who have been looking for New Year gifts Gifts for the loved ones Gifts for New Year and Christmas. Sales! Skin Care Bath and Shower Gift Certificates siteforyandex.com Address and Telephone
  • 86. Increase frequency of touchpoints with a consumer Beware of longer planning and review cycle Consider premium offerings
  • 87. We are the gateway More details to come
  • 88. “The simpler and more transparent your site is, the better it will be indexed.”
  • 90. Thank you. dominik@yandex-team.ru +41 (41) 248 08 60 @dominik_johnson https://www.facebook.com/dominik.johnson Dominik Johnson Yandex, Director Key Account Development