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Interac(ve 
Adver(sing 
Trends 
in 
USA, 
Europe 
and 
Russia 
Boris 
Omelnitskiy, 
IAB 
Russia 
President 
23.10.2014, 
R...
IAB – Interactive Advertising Bureau 
• Global 
public 
organiza/on 
uni/ng 
par/cipants 
of 
the 
interac/ve 
adver/sing ...
IAB 
Mission 
is 
Growth 
Professional 
community 
of 
IABs 
works 
for 
interac/ve 
adver/sing 
market 
development 
• St...
IAB 
Russia 
-­‐ 
29 
members 
October, 
2009: 
IAB 
Russia 
was 
established 
March, 
2011: 
The 
beginning 
of 
opera/on...
TRENDS 
2014
Source: 
chiefmartec.com
1. Mobile 
Adver(sing 
2. Programma(c 
(RTB, 
Private 
Deals) 
3. Big 
Data 
4. Digital 
Video 
Adver(sing 
5. Viewable 
I...
Mobile 
Adver/sing 
Ad 
Formats 
Share 
24%
Mobile 
Adver/sing 
Defini/on 
A 
d 
v 
er/sing 
tailored 
to 
and 
delivered 
through 
wireless 
mobile 
devices 
such 
a...
Programma/c 
(RTB, 
Private 
Deals) 
Source: 
IAB 
Open 
RTB 
Specifica/on 
2.2
Programma/c 
Share 
Forecast 
Source: 
eMarketer
Big 
Data
Digital 
Video
Digital 
Video 
in 
Russia 
© 2014, VI, Tatiana Firsova 
In-­‐Stream 
Video 
Adver/sing 
2,9 
bln. 
Rub. 
in 
2013 
16% 
o...
Viewable 
Impressions 
(3MS) 
Making 
Measurement 
Make 
Sense 
(3MS) 
is 
a 
cross-­‐industry 
ini/a/ve 
focused 
on 
fiv...
Cross 
Channels 
Communica/ons
Automa/on
USA
US 
interac/ve 
adver/sing 
market 
2004-­‐2013
US 
market 
growth 
2014/13 
half 
1 
– 
15%
Pricing 
models 
share, 
2005-­‐2013
Ad 
Revenue 
by 
media 
in 
USA, 
2013 
(bln. 
USD)
Key 
Digital 
Adver/sers 
Segments 
in 
USA, 
2013
EUROPE
IAB 
Europe 
AdEx 
Benchmark 
Report-­‐2013 
26 
countries 
26 
IAB 
organiza/ons
Europe 
Interac/ve 
Adver/sing 
Market 
, 
2006-­‐2013
Ad 
Formats 
Dynamic, 
2013/2012
TOP-­‐10 
European 
Digital 
Ad 
Markets, 
2013/2012
Rest 
European 
Countries 
2013/2012
Growth 
by 
Countries: 
2013/2012
Ad 
Revenue 
by 
Media 
in 
USA, 
2013 
(bln. 
Euro)
Av. 
online 
spend 
per 
capita 
in 
Europe 
– 
37,4 
Euro
RUSSIA
Russian 
interac/ve 
adver/sing 
market 
2008-­‐2013 
80,00 
70,00 
60,00 
50,00 
40,00 
30,00 
20,00 
10,00 
0,00 
2008 
...
Share 
by 
media 
in 
Russia, 
2013/2012 
48% 
2013 
11% 
5% 
12% 
22% 
2% 
TV 
RADIO 
PRINT 
MEDIA 
OUTDOOR 
INTERNET 
RE...
Comparison 
USA 
and 
Russia 
Digital 
Ad 
markets 
2008-­‐2013 
$45000000 
000 
$40000000 
000 
$35000000 
000 
$30000000...
IAB Russia Digital Advertisers Barometer-2014 
How 
has 
the 
adver/sing 
budget 
of 
your 
brand 
(converted 
to 
RF 
rub...
Budgets 
share 
by 
Formats 
25% 
3% 
12% 
26% 
3% 
4% 
6% 
9% 
1% 
10% 
Banner 
Rich 
Media 
Digital 
Video 
Search 
soci...
Key 
Trends 
in 
Russia 
• Mobile 
adver(sing 
has 
become 
a 
notable 
adver/sers 
have 
no/ced 
this 
type 
of 
adver/si...
The 
growth 
of 
the 
adver(sing 
budgets 
do 
not 
affect 
its 
value 
Our 
respondents 
told 
us 
the 
following: 
"we 
...
Links 
and 
Sources 
1. 
IAB 
Global 
Site 
hmp://www.iab.net/ 
2. 
IAB 
Russia 
Site 
hmp://www.iabrus.ru/ 
3. 
RACA 
-­‐...
2.12.201 
4, 
Moscow 
www.mixxrussia.ru 
Thank 
you 
for 
amen/on, 
Boris 
Omelnitskiy, 
President 
IAB 
Russia, 
bao@iabr...
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English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 1 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 2 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 3 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 4 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 5 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 6 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 7 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 8 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 9 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 10 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 11 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 12 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 13 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 14 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 15 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 16 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 17 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 18 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 19 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 20 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 21 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 22 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 23 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 24 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 25 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 26 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 27 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 28 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 29 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 30 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 31 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 32 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 33 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 34 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 35 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 36 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 37 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 38 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 39 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 40 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 41 English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia Slide 42
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The role of the professional community Interactive Advertising Bureau (IAB) in the development of the market. Interactive Advertising Trends 2014: Mobile Ad, Programmatic, Big Data, Digital Video Ad, Viewable Impressions (3MS), Multi Channels Communications and Automation. View from Russia to the Baltic region.

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English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia

  1. 1. Interac(ve Adver(sing Trends in USA, Europe and Russia Boris Omelnitskiy, IAB Russia President 23.10.2014, Riga, Latvia, iLiveConference
  2. 2. IAB – Interactive Advertising Bureau • Global public organiza/on uni/ng par/cipants of the interac/ve adver/sing industry worldwide. • IAB works in 42 countries on 4 con/nents. • The na/onal branch of the IAB are independent organiza/ons and are managed by local members.
  3. 3. IAB Mission is Growth Professional community of IABs works for interac/ve adver/sing market development • Standards • Research • Educa/on • Events • Self Regula/on • Interna/onal Coopera/on www.IAB.net
  4. 4. IAB Russia -­‐ 29 members October, 2009: IAB Russia was established March, 2011: The beginning of opera/on ac/vity www.IABRUS.ru
  5. 5. TRENDS 2014
  6. 6. Source: chiefmartec.com
  7. 7. 1. Mobile Adver(sing 2. Programma(c (RTB, Private Deals) 3. Big Data 4. Digital Video Adver(sing 5. Viewable Impressions (3MS) 6. Cross Channels Communica(ons 7. Automa(on
  8. 8. Mobile Adver/sing Ad Formats Share 24%
  9. 9. Mobile Adver/sing Defini/on A d v er/sing tailored to and delivered through wireless mobile devices such as smartphones (e.g. Blackberry, iPhone, Android, etc.), feature phones (e.g. lower-­‐end mobile phones capable of accessing mobile content), and media tablets (e.g. iPad, Samsung Galaxy Tablet, etc.). Typically taking the form of sta/c or rich media display ads, text messaging ads, search ads, or audio/video spots, such adver/sing generally appears within mobile websites (e.g. websites op/mized for viewing on mobile devices), mobile apps (e.g. applica/ons for Smartphones running iOS, Android, Windows Mobile or other opera/ng systems), text messaging services (i.e. SMS, MMS) or within mobile search results (i.e., 411 lis/ngs, directories, mobile-­‐op/mized search engines). Mobile adver/sing formats include: Search, Display (banner ads, digital video, digital audio, sponsorships, and rich media), and Other adver/sing served to mobile devices. Source: IAB internet adver/sing revenue report 2014 H 1
  10. 10. Programma/c (RTB, Private Deals) Source: IAB Open RTB Specifica/on 2.2
  11. 11. Programma/c Share Forecast Source: eMarketer
  12. 12. Big Data
  13. 13. Digital Video
  14. 14. Digital Video in Russia © 2014, VI, Tatiana Firsova In-­‐Stream Video Adver/sing 2,9 bln. Rub. in 2013 16% of Display Forecast on 2018: 33% of Display
  15. 15. Viewable Impressions (3MS) Making Measurement Make Sense (3MS) is a cross-­‐industry ini/a/ve focused on five areas: 1. defining impressions; 2. establishing audience currency – viewable impressions; 3. crea/ng a standard classifica/on of ad units; 4. defining ad performance metrics, 5. establishing brand a`tudinal measures www.measurementnow.net/ Are your ad is viewable?
  16. 16. Cross Channels Communica/ons
  17. 17. Automa/on
  18. 18. USA
  19. 19. US interac/ve adver/sing market 2004-­‐2013
  20. 20. US market growth 2014/13 half 1 – 15%
  21. 21. Pricing models share, 2005-­‐2013
  22. 22. Ad Revenue by media in USA, 2013 (bln. USD)
  23. 23. Key Digital Adver/sers Segments in USA, 2013
  24. 24. EUROPE
  25. 25. IAB Europe AdEx Benchmark Report-­‐2013 26 countries 26 IAB organiza/ons
  26. 26. Europe Interac/ve Adver/sing Market , 2006-­‐2013
  27. 27. Ad Formats Dynamic, 2013/2012
  28. 28. TOP-­‐10 European Digital Ad Markets, 2013/2012
  29. 29. Rest European Countries 2013/2012
  30. 30. Growth by Countries: 2013/2012
  31. 31. Ad Revenue by Media in USA, 2013 (bln. Euro)
  32. 32. Av. online spend per capita in Europe – 37,4 Euro
  33. 33. RUSSIA
  34. 34. Russian interac/ve adver/sing market 2008-­‐2013 80,00 70,00 60,00 50,00 40,00 30,00 20,00 10,00 0,00 2008 2009 2010 2011 2012 2013 51,6 SEM Display 2009/2008 2010/2009 2011/2010 2012/2011 2013/2012 Display 4,05% 60,91% 45,71% 16,99% 12,29% SEM 0,00% 88,57% 62,58% 44,91% 34,38% Digital 1,70% 76,67% 55,97% 34,69% 27,35% bln. Rub. Source: AKARussia.ru
  35. 35. Share by media in Russia, 2013/2012 48% 2013 11% 5% 12% 22% 2% TV RADIO PRINT MEDIA OUTDOOR INTERNET REST of media 48,1% 18,9% 13,8% 2012 4,9% 12,7% 1,6% Source: AKARussia.ru
  36. 36. Comparison USA and Russia Digital Ad markets 2008-­‐2013 $45000000 000 $40000000 000 $35000000 000 $30000000 000 $25000000 000 $20000000 000 $15000000 000 $10000000 000 $5000000 000 $ 0 Volume US/Russia 2008 2009 2010 2011 2012 2013 Russia US 50,00 45,00 40,00 35,00 30,00 25,00 20,00 15,00 10,00 5,00 0,00 Gap US/Russia 2008 2009 2010 2011 2012 2013 Sources: AKARussia.ru, IAB Global, PwC
  37. 37. IAB Russia Digital Advertisers Barometer-2014 How has the adver/sing budget of your brand (converted to RF rubles) changed in 2014 compared to 2013? Source: 2014, IAB Russia Digital Adver/sers Barometer In 2014, 65% of large Internet companies going to increase budget for online adver/sing by more than 10%
  38. 38. Budgets share by Formats 25% 3% 12% 26% 3% 4% 6% 9% 1% 10% Banner Rich Media Digital Video Search social ads Sponsorship Classifieds Lead Genera/on Mobile © 2014, IAB Russia Digital Adver/sers Barometer
  39. 39. Key Trends in Russia • Mobile adver(sing has become a notable adver/sers have no/ced this type of adver/sing and began to use: experiments and part of the strategy • Video adver(sing has become a massive tool • RTB – is not three terrible le[ers any more • The site loses value effec/ve communica/on needs a lot of landings in every channel • Automa(on no more context ad without automa/on tools © 2014, IAB Russia Digital Adver/sers Barometer
  40. 40. The growth of the adver(sing budgets do not affect its value Our respondents told us the following: "we will use online adver/sing, because we can't not use it, and it is a ques/on of the channel, but not the price". © 2014, IAB Russia Digital Adver/sers Barometer
  41. 41. Links and Sources 1. IAB Global Site hmp://www.iab.net/ 2. IAB Russia Site hmp://www.iabrus.ru/ 3. RACA -­‐ Russian Adver/sing Market Report hmp://www.akarussia.ru/knowledge/market_size/ 4. The IAB Internet Adver/sing Revenue Report hmp://www.iab.net/research/industry_data_and_landscape/adrevenuereport 5. Digital Ecosystem of Russian Market hmp://www.diges.ru/ 6. RAEC overview RuNet economic 2012/2013 hmp://raec.ru/upload/files/131010.pdf 7. IAB Russia Digital Adver/sers Barometer – 2014 hmp://www.slideshare.net/Data_Insight/201409en-­‐iab-­‐russia-­‐digital-­‐adver/sers-­‐barometer hmp://iabrus.ru/docs/report_iab.pdf 8. MIXX Russia Conference Site hmp://mixxrussia.ru/ 9. Making Measurement Make Sense – Viewable Impressions Ini/a/ve hmp://www.measurementnow.net/ 10. Open RTB Specifica/on 2.2. hmp://www.iab.net/media/file/OpenRTBAPISpecifica/onVersion2_2.pdf
  42. 42. 2.12.201 4, Moscow www.mixxrussia.ru Thank you for amen/on, Boris Omelnitskiy, President IAB Russia, bao@iabrus.ru @baoizm
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    Oct. 27, 2014
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    Oct. 27, 2014
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    Oct. 27, 2014

The role of the professional community Interactive Advertising Bureau (IAB) in the development of the market. Interactive Advertising Trends 2014: Mobile Ad, Programmatic, Big Data, Digital Video Ad, Viewable Impressions (3MS), Multi Channels Communications and Automation. View from Russia to the Baltic region.

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