Destination Marketing - Russian Language

1. Передовой опыт и возможности Media Arts

2. Описание продукта «Маркетинг территории»
Основные элементы интегрированной
программы Media Arts «Маркетинг
территории»:
• Разработка инструментов продвижения региона
(подготовка рекламно-информационного контента,
профессиональных имиджевых видеоматериалов,
презентационных материалов для первых лиц региона)
• Проведение масштабных медиа кампаний (ТВ, интернет),
реализация PR кампании в России и за рубежом.
• Событийный и спортивный маркетинг (организация и
продвижение деловых, спортивных и культурных событий
национального и международного масштаба;
международные Road Show).
2
Рис. Основные составляющие имиджа
территории по которым
выстраиваются коммуникации

3. Цифровых экосистем маркетингу
INDEPENDENT
SITES
PARTNER SITES
SOCIAL
MEDIA
CHANNEL
MARKETING
Loyalty
Programs
AIRLINES
OTA
Comparison
site ads/ &
sponsorship
Review site
ads &
sponsorship
SEO
SEM
Display
Mobile
SEM Mobile
Display
YouTube
Sponsorship
Facebook
Display
Branded
Retailer
Sites
Branded
Carrier
Sites
Review
Sites
Country
dotcoms
Global
Dotcom
B2B
Sites Email
Marketing
Mobile
Site
Mobile
Sites
Global
SNS
Country
SNS
Facebook YouTubeTwitter
Facebook YouTubeTwitter
Audience Specific
Audience Specific
PAID
MEDIA
OWNED AND
EARNED MEDIA
Mobile
SEO
TOURIST
DESTINATION

4. Лучшие тенденции для цифровых туризма
4
# 1 Интернет, Интернет, Интернет Интернет- в виде информации и бронирования среда будет играть более важную роль, чем
предыдущие годы
# 2 Мобильный услуги - В течение многих лет мы говорили о тенденции к Location Based Services и 2013 года этот ударит мобильного
поиска - консьерж блоги, SMS маркетинг, что в вашем районе
№ 3 Крест контент-платформа- Как аппаратных становится меньше, программное обеспечение должно стать кросс-платформенной
совместимы - сфотографировать, загрузить на Flickr с предварительным набором геотаргетинг
# 4 Социальное программное обеспечение- Больше людей будет начать вести свой блог, видео, вики во время отпуска говорить о
своем опыте
# 5 Социальный маркетинг-Люди будут принимать решения на основе информации социальные сети - получить ваш голос там. Люди
более склонны забронировать путевку, если они могут прочитать отзывы других путешественников
# 6 Карт - Открытая карта улиц собирается изменить способ карт продаются туристам. некоторые бизнес-модели будет устаревшим и
нужно изменить
# 7 Эффективность маркетинга- Компаниям понадобятся для оценки всех маркетинговых мероприятий с точки зрения рентабельности,
SEO и SEM являются лишь верхушкой айсберга - нужно сделать больше, чем просто

5. Нестандартнаяреклама
Прямаяреклама
Задачи vs Инструменты коммуникации
5
Построение знания,
Ответ на текущий спрос
Баннерная реклама Специальные проекты
Сообщества в
социальных сетях
Вовлечение
Контекстная реклама

6. Прямая реклама в Интернете
6
Баннерная реклама
Контекстная реклама
на тематических сайтах
на почтовых порталах
Обычно посвящены одной или нескольким узким темам и
позволяют произвести размещение в соответствии с
интересами целевой аудитории (естественный таргетинг)
Крупные Интернет-сайты, включающие в себя несколько
сервисов и аккумулирующие максимум аудитории
Интернета
Текстовое сообщение
Медийно-контекстный
баннер (МКБ)
используют принцип соответствия содержания рекламного
материала (текстового сообщения/сообщения на баннере)
запросам пользователя в поисковых системах

7. Нестандартная реклама в Интернете
7
Объединении людей со схожими интересами в Интернет-
сообщества позволяют охватить максимум аудитории с
регулируемыми социо-демографическими
характеристиками
Способствуют построению эффективной коммуникации
между брендом и лояльной аудиторией тематического
ресурса
Сообщества в
социальных сетях
Специальные
проекты

8. Интернет- основной канал коммуникации
8

9. Интернет- оптимальный канал коммуникации
Источник: TNS Web Index, Iternetworldstats.com
9
995 млн.
пользовате
лей
Интернета
290млн.
целевой
аудитории
Интернет- единственный канал, позволяющий точно выделить
целевую аудиторию из общего объема
пользователей

10. Интернет- оптимальный канал коммуникации c молодой аудиторией
TNS Web Index УИ, ФОМ, февраль 2013, Россия 0+, Monthly
Reach, млн.чел., 12+ лет
10
Рунет- молодежи!

11. Максимально точное планирование на
ЦА с использованием возможных технологий
11

12. Технологии
12
• Таргетинг — это механизм, позволяющий
выделить из всей имеющейся аудитории
только ту часть, которая удовлетворяет
заданным критериям (ЦА), и показать
рекламу именно ей
• Ретаргетинг - это технология фокусировки
рекламы на пользователей, совершивших
определённые действия в Интернете. Например,
посетивших выбранные сайты или сделавших
необходимые определенные запросы в
популярных поисковых системах

13. Таргетинг по полу и возрасту
13
Фильтр
Парни и девушки
15-17 лет/ Мужчины и
женщины 35-55 лет

14. В международной кампании приоритет на
продвижение через сайты ТОП-5 в мире для
прозрачности данных и возможности иметь
контроль над кампанией
14

15. ТОП-20 сайтов Рунета
TNS Web Index март 2013, Россия 0+, Average Daily Reach,
млн.чел., % от населения, 12-64 лет 15
ТОП-5:
1.
2.
3.
4.
5.

16. ТОП-20 сайтов в мире
Internetworldstats, февраль 2013
16
163
169
170.9
171.7
175.8
184
189.8
207
218.4
229.9
254.1
268.7
271.7
284.1
389.5
469.6
469.9
721.9
782.8
836.7
Amazon.com
Sina.com.cn
WordPress.com
Apple.com
Sohu.com
Bing.com
Twitter.com
Taobao.com
Ask.com
Blogger.com
MSN.com
Baidu
Microsoft.com
QQ.com
Live.com
Wikipedia.org
Yahoo.com
YouTube.com
Google.com
Facebook.com
ТОП-5:
1.
2.
3.
4.
5.

17. Социальные сети в России и мире
Источник: comScore, 2013
17
Социальные сети- одни из самых посещаемых сайтов в мире и в России- являются
оптимальной платформой для коммуникации

18. Целевая аудитория в России
Источник: TNS M-Index, Web Index Russia, 2013
18
Потенциальные родители
абитуриентов- 35-50 лет, доход
средний, выше среднего
пользуются интернетом
Потенциальные
абитуриенты 15-17 лет,
доход средний, выше
среднего пользуются
интернетом
76,5млн.
пользовате
лей
Интернета

19. Целевая аудитория в СНГ
Источник: Всего пользователей Интернета, Iternetworldstats.com/Asia, сентябрь, 2013
Данные о размере целевых групп- экспертная оценка Агентства
19
Потенциальные родители
абитуриентов- 35-50 лет, доход
средний, выше среднего
пользуются интернетом
Потенциальные
абитуриенты 15-17 лет,
доход средний, выше
среднего пользуются
интернетом
47,8млн.
пользовате
лей
Интернета

20. Целевая аудитория в Азии
Источник: Всего пользователей Интернета, Iternetworldstats.com/Asia, сентябрь, 2013
Данные о размере целевых групп- экспертная оценка Агентства
20
Потенциальные родители
абитуриентов- 35-50 лет, доход
средний, выше среднего
пользуются интернетом
Потенциальные
абитуриенты 14-18 лет,
доход средний, выше
среднего пользуются
интернетом
839,8
млн.
пользовате
лей
Интернета

21. Целевая аудитория в Африке
Источник: Всего пользователей Интернета, Iternetworldstats.com/Africa, сентябрь, 2013
Данные о размере целевых групп- экспертная оценка Агентства
21
Потенциальные родители
абитуриентов- 35-50 лет, доход
средний, выше среднего
пользуются интернетом
Потенциальные
абитуриенты 14-18 лет,
доход средний, выше
среднего пользуются
интернетом
30,2млн.
пользовате
лей
Интернета

22. CASE 1 – Tatarstan Promotion - Conceptual
22

23. Sample Big Idea for Tourism!
23

24. A Look Across the Landscape
User Growth, Advertising and
Internet User Behaviour
“Where are you going t(w)o?”
Journey to Discover Tatarstan
Photofrom

25. Raise AWARENESS
Where we want to go with you ….
Foster INSPIRATION
Drive RESPONSE
Passport Control
Visit Tatarstan – Where West Meets the East
Tatarstan on the World Map
Engage with related audiences about Tatarstan
Scaling to your Discovery of Tatarstan

26. Campaign Phasing

27. Campaign Phasing
2011
Teaser
+
Awareness
2012
Awareness
+ Discovery
+ User
Engagement
2013
Discovery
+ Engagement
2014
Engagement
+
Additional
Ideas
+ Evolvement
<Current Month/Year>

28. The Big Idea
Creating a content hub, with innovation
ideas, activation, user engagement and
contextual information enabling
internet users to know and
Discover Tatarstan

29. Y! Done it | Content co-creation
and now for Tatarstan...

30. Welcome to Tatarstan!
<Current Month/Year>

31. Elements
• Introduction to Tatarstan
• City of Kazan- Jewel of the East
• Places of interest
• People , Art and Culture
• Business & News
• Sporting events
• Interactive Map and Weather
• Photo Gallery – Flickr Integration
• Video Gallery
• Social Media Linking
• Dynamic, Time Based, Evolving Content Management
<Current Month/Year>

32. Dynamic Content Integration
Creating a robust and evolving
content strategy to engage users
timed to match media objectives
& happenings in Tatarstan

33. Other User Engagement Ideas
• Create memories that last a lifetime with
• Build your own trip to Tatarstan
• Sample the tastes of Tatarstan
• Understand the history of Tatarstan
• Discover the secrets of Tatarstan
• Bloggers experiences
• Tatarstan and You – Articulate by Articles
and ever evolving ideas….the buck never stops…
<Current Month/Year>

34. The Road to Tatarstan begins here!
<Current Month/Year>

35. Time Based Content Strategy
• Dynamic Media Box – Top, Latest Stories, Seasonal Highlights
• Sporting Events >> Focus on Sports
• Business Events >> Financial and Business News
• Food >> Food Festival
• Pilgrimage Time >> Religion
• Holidays >> Destination
You >> Tartasan <<
You
<Current Month/Year>

36. • The hottest travel
destination in Russia
• Tatarstan the new
jewel in the East??
Essentials for discovering new travel destinations
Content Integration… Engage, Inform & Create Communities

37. Media Strategy
Awareness & High Impact
Media Drivers

38. 1/27/2015

39. 1/27/2015

40. Relevant Audience – High Impact
The Yahoo! Travel Homepage Takeover, a 7 day
exclusive takeover of the front page of Travel.
A great opportunity for brands to connect with a
broad relevant audience.
Format:
• LREC (300 x 250)
• NT1 (970 x 60)
• Gutter (127px)
• LOGO
Yahoo! Travel Homepage
27/01/2015 40

41. Media Strategy
Contextual Media
Drivers

42. This sponsorship provides your brand with exclusive
ownership of a destination. You can select an entire
country vertical or an individual city. The sponsorship
covers all areas of the specific city, including the
Overview, Hotels, Things to Do, Restaurants and Map
sub-sections, providing the advertiser with complete
‘ownership’ of the city.
The destinations guides are a comprehensive
resource that combine wide-ranging travel guides
and community feedback.
• Formats:
• LREC (300 x 250)
• NT1 (970 x 60)
• Gutter (127px)
Travel Guide Sponsorship
27/01/2015 42

43. Collectively, the Yahoo! Travel Featured Articles
attract more Yahoo! Users than any other section.
These fact-based quirky pieces put another spin on
published Travel content and users will have the new
feature of rating the articles and share them socially.
Certain articles will, from time to time be promoted
from the Yahoo! Front Page** and the Yahoo! Travel
homepage.
Formats:
• MPU (300x250)
• NT1 (970x60)
• GUTTER (127px)
43
Yahoo! Travel Featured Articles

44. Целевое исследование – Туризм в Австралии
44
Интеграция контента
• Сервису "Туризм в Австралии" нужно
распространять материалы экспертов и
обзоры этих материалов
Решение Yahoo!
• Подразделение Yahoo! AU создало
микросайт в категории "путешествия" для
продвижения мультимедийного контента
туристического комитета, а также для
привлечения посетителей на страницы
обзора путешествий
(продолжение)
http://au.totaltravel.yahoo.com/

45. Media Strategy
Audience Targeting

46. 1. Reach most relevant users at the
right time
2. Target audience by stage in the
purchase cycle
3. Improve performance
4. Generate new revenue & drive
sales
Behavioural Targeting
Targeting your ads to users whose recent behaviours online indicate that Tatarstan is
relevant to them. Simple.
IAB Internet Ad Revenue Report; PricewaterhouseCoopers LLP
Why use Behavioural Targeting?User DNA emerges from registration data plus
behaviour on Yahoo!: ClicksViews
with Recency and Intensity factors modelled by buying period
Search Terms
Used
Search Results
Clicked
Display
Advertising
Content
Consumed

47. Awareness. Inspiration
Reach. Inspire. Drive for Response.
We can ‘cookie’ users
who viewed a Tatarstan
ad on Yahoo!
We can re-target these users with
follow-up campaigns and content
push by Tatarstan
Response.

48. Convert inspiration
Target those who’ve demonstrated definite interest
Track users who’ve
visited the Tatarstan
Microsite
Serve messages that appreciate a
prospect’s interaction with
Tatarstan micro site and its
specific offerings.
Response.

49. Yahoo! Direct Response Retargeting
Creative Retargeting
Yahoo! pixels can be placed in any creative's, no matter where they’re running.- a
Facebook fan page, Trip Advisor page, or any travel specific inventory you’re
booking. When we next see a user on the Yahoo! Network who’s ‘fired’ this tag via
exposure to these ads, we can serve follow-up message that seeks to drive
conversion – offer-led, booking urgency, etc.
Search Retargeting
Yahoo! can retarget, with display advertising, those users who’ve searched for
keywords in an ANTO campaign. Yahoo! can implement search retargeting without
input from ANTO and have its display messages in front of actively interested
searches within 48 hours. Simple. Timely. Effective.
Email Retargeting
Yahoo! can place a pixel in the html code of emails sent by the ANTO or its partners.
We can then retarget those who’ve opened the email and increase message
frequency or compliment the email activity with relevant offers.

50. CASE 2 – Visit Britain – Actual
50

51. Sample Big Idea for Tourism!
51

52. Yahoo! & Visit Britain 2011

53. Global Positioning

54. Global Positioning
27 January, 201554
THE PREMIER DIGITAL
MEDIA COMPANY
• 700 million users a month!
• 50% of the internet population
• 10% of the worlds population
• #1 when it comes to content

55. Global Positioning | #1 when it comes to content
27 January, 201555
#1
omg!
36m UUs
#1
Sport
97.5m UUs
#1
News
256m UUs
#1
Finance
70m UUs
#1
Autos
21m UUs

56. Global Positioning | The first destination for content
27 January, 201556
• 155 million clicks in 9 days
• $7.9 million raised for the red cross
• Yahoo! stayed up whilst others failed
• 400 million page views on the big day
• 30 million UU’s in just one day
• 27 million video streams in 24 hours
• The world saw it first on Flickr!
• 40,000 requests a second
• 66% of searches - 13-17 y/o’s
Osama Bin Laden Royal Wedding Japanese Tsunami

57. Scale

58. 1/27/2015 58
Scale | 700 million users a month
Yahoo! MarketComScore Region
USA 177
Canada 15.2
NorthAm 192M
LatAm 86M
Argentina 10.0
Brazil 31.4
Chile 4.3
Colombia 8.1
Mexico 16.0
Venezuela 2.3
Peru 2.9
Expansion Market
Netherlands 3.4
Spain 12.5
Switzerland 2.0
UK 24.6
Europe 139M
Austria 1.6
Finland 0.8
France 20.0
Germany 19.7
Ireland 1.6
Italy 15.3
Belgium 2.0 Poland 2.5
Romania 4.5
Ukraine NR
Portugal 1.5
Sweden 1.6
Norway 1.0Denmark 1.0 Turkey 4.6
Russia 3.2Greece 1.8
MENA 67M
Nigeria NR
South Africa 2.5
Maktoob 37.8
APAC 230M
Australia 8.1
Hong Kong 4.3
India 36.6
Japan 65.7
Indonesia 9.0
Malaysia 8.2
New Zealand 2.4
Singapore 2.4
Taiwan 13.7
Philippines 5.0
South Korea 13.8
Vietnam 11.3
Thailand 0.3
China 34.9
56%*
69%
54%
Source: Digits, comScore (age 15+) – Sept 2011
NR = No record available
*EU 5 markets
71%
69%
In Visit Britain's key target
markets Yahoo! attracts 412.9
million users every month

59. The Ideas

60. Summary | A year of great on Yahoo!
27 January, 201560
• Throughout 2012 Yahoo! will use a variety of touch points to
help Visit Britain build an on going conversation with users in
their target markets and with over 412 million of them the
opportunity is huge!
• Yahoo! will create a bespoke environment anchored within
Yahoo! Travel solely for Visit Britain. The integration will live
and breathe throughout 2012 and provide users with a
plethora of inspirational content from trusted local sources
spanning across a variety of categories i.e. Shopping, Heritage,
Sport, Music etc... Content will also be featured throughout
related Yahoo! categories and linked together via the header.
• Yahoo! Pen Pal: Interesting articles from real and experienced
people - positioned almost as a friend.
• Trusted Road Trip: Locally relevant personalities travelling Great
Britain based on users suggestions.
• Flickr Competition: Users greatest photo’s of Great Britain
• Yahoo! Answers: Local personalities, Visit Britain representatives,
local experts and users will be able to answer and ask users
questions.
• Livestand: A digital magazine bringing you all the above content.

61. Editorial | Your local Yahoo! pen pal
27 January, 201561* Currently looking into the availability of the Y!CN platform in each market.
• Yahoo! will source a variety of locally, experienced
journalists to write a series of compelling articles
throughout the year, aimed at raising awareness,
educating and inspiring users.
• The articles will be carefully positioned in a friendly and
unassuming tone that appeals to each local market,
whilst at the same time providing users with an
inspirational insight into a plethora of subjects from a
trusted source.
• This should feel as though your friend is writing the
content.
• Article Examples:
• How to find a bargain in London
• Like your whiskey? Guide to the best distilleries in Scotland
• Each article will have links to related information i.e.
other articles, Flickr images, questions on Yahoo!
Answers, Visit Britain website, Book Now etc...
• Articles can either be written in English and translated or be written
by local reporters via the Yahoo! contributor network*

62. Editorial | Trusted road trip
27 January, 201562
• Yahoo! along with Visit Britain will recruit recognisable
personalities that resonate well with each local markets
audience.
• Each local personality will then conduct a road trip of
Great Britain based on a recommendations from...
• Users on Yahoo! Answers i.e. Have afternoon tea at 10 Downing
Street
• Visit Britain
• The trusted journalist / pen pals
• Their own personal knowledge of Great Britain
• It’s recommended that in order to keep costs down that
the content be written as an on going blog supported by
high quality photography to help bring the trip to life.
• An interactive map will allow users to see where they
have been, read articles they have written, view photos
of the area (geo location) and get links to VB.

63. Video| Who Knew - Things you didn't know about GB
27 January, 201563
• Who Knew is one of the most successful Original Video
programmes in the US with 5.2 million viewers every
month.
• Who Knew is an informative, fun and lively entertainment
program that provides users with an insightful and fact
full take on a variety of subject matters. View examples
here
• Yahoo! will produce a monthly video episode focussing
on timely events taking place across Great Britain during
2012 i.e. Did you know facts about Festivals in GB etc...
• The US and Canada already have this show housed within
Yahoo! News, so episodes will be created and featured
each month. Other local markets will have their own
version created and localised accordingly.
• Who Knew will be promoted from within the main Visit
Britain environment in Travel as well as the header for
relevant content in each vertical.

64. • This new innovative tool allows the opportunity
for an in-built webplayer to be integrated onto
any Yahoo! vertical or partner site.
• Visit Britain would be able to leverage it’s own
video content as well as any produced during the
campaign i.e. Who Knew or the road trip, to help
further extend the campaign and raise
awareness for Great Britain.
• Please see live example here.
64
Video | Extend your coverage via Play the Web

65. Competition | Flickr pics of Great Britain
27 January, 201565
• Yahoo! have a lot of experience when it comes to
creating engaging photo competitions across multiple
markets.
• By working closely with the Flickr team, Yahoo! will both
help raise awareness of the already established Visit
Britain Flickr Group by engaging with high profile Flickr
users and encouraging them to join in but we will also
aim to unearth some of the best photos of Great Britain
taken by our users.
• Entrants will be encouraged to enter their photos based
on pre-designated categories i.e. Sport, Music, Heritage,
Cities etc...
• Weekly prizes will be awarded by showcasing the winners
work on the highly traffic Yahoo! Login page (see next
slide)... A gallery could be created and exhibited offline as
well after the campaign in each major city.

66. Competition | User generated photography
27 January, 201566
• Having encouraged users to upload their best photo’s of
Great Britain, Yahoo! will then choose a weekly winner
and showcase their work on one of the most creative
advertising canvas in the digital world - The Yahoo! Login
Screen.
• 52 weeks, 52 global logins, showing off the best user
photos uploaded onto Flickr of Great Britain.
• Flickr users crave notoriety for their work, especially
amongst their peers, so what better way to reward them
for showcasing their work every single week.
• Links to social networks, Visit Britain’s website, the Flickr
group/competition and the aligned content on Yahoo! will
also be integrated.
• This idea will help raise awareness, build an open form of
communication and provide Visit Britain with a media
first.

67. Y! Answers | Got a question about Great Britain?
27 January, 201567
• Yahoo! Answers is a place where 134 million people ask
and answer questions on a variety of topics each and
every month in Visit Britain’s target markets.
• Users are already asking questions about Great Britain
(see US here) so it makes sense to make use of this and
where possible to help answer them.
• There are three ways in which we intend on using Yahoo!
Answers...
• Sponsorship: Visit Britain can sponsor the United Kingdom
category within Travel and help answer users questions as a
trusted knowledge partner.
• Local Personalities: We will encourage users to suggest
places they want to see and the local personality will then
plan some of these into their road trip.
• API: The Answer API will pull in the questions from the UK
category of Answers into related VB content articles.

68. Mobile | A great digital magazine - Livestand
27 January, 201568
• Yahoo! have recently announced the launch of
Livestand, a living magazine app (built in HTML5)
where the news and stories tailored to users
needs and wants come to life with visually
stunning photos and videos. Check it out…
• Yahoo! will work closely with Mediacom and Visit
Britain to produce a compelling and inspirational
magazine for everything British.
• The magazine will utilize the content already
produced on Yahoo! in a highly useable, sharable
and consumable way. It will also provide Visit
Britain with an highly innovative medium to
further extend their awareness.
• * Country roll out across Europe is being worked on at the
moment but UK and FR are already confirmed and the US and
Canada are live already.

69. Yahoo! Presentation, Confidential
• Yahoo! Mobile has a number of ad opportunities
enabling Visit Britain to reach a vast and ever-
increasing mobile audience.
• With high-impact and innovative solutions now a
reality, the Yahoo! Mobile homepage is an excellent
platform to reach a mass audience and extend Visit
Britain's messaging.
• As per the example shown, Visit Britain would be
able to utilise high-impact expandable banners
which can house a number of videos, providing the
user with the opportunity to select which video they
would like to watch.
• Other possible solutions include:
• Custom Solutions
• Click-to-map ads
• Social engagement ads
Mobile | Yahoo! Mobile
1/27/201569
1. User taps the ad to expand 2. User clicks for video
3. Video plays full screen on phones video player

70. Traffic Drivers | Earned + Bought Media
27 January, 201570
• Travel: Anchored in the Travel header.
• Yahoo! Frontpage: The Today Module on Yahoo! Generates 1
billion clicks a month worldwide. We will work closely with the local
editors to ensure they promote the Visit Britain content from this
module on a regular basis.
• Cross Category: With so many leading category verticals it makes
sense for us to capitalise on this and cross promote the content
where possible - from a bespoke universal header.
• We intend on doing this by creating content that sits
across multiple verticals i.e. The best high street shops in the UK in
Lifestyle, How to secure Wimbledon tickets in Sports etc... We will
then link them together via the header tabs so you can access
everything Great from one destination. Each vertical will also then
be able to link to the relevant stories from their own respective
homepage.
• SEO
• DR
• SEM
• Social

71. Targeting
27 January, 201571
Yahoo!’s targeting and retargeting capabilities lead
the industry and we are able therefore to create a
plan that not only finds your target audience on our
network but also gets them interacting with the
overall campaign, before, during and even after its
finished.
Whether you’re looking to retarget users that have
visited the VB site before, searched for VB, or even
simply seen or interacted with a VB ad/content, we
are able to ensure we get the right message to them
in order to continue that conversation i.e. Read more,
book a trip etc...

72. • Makes Your Friends the Social Editors of Yahoo!
• Yahoo! Is the largest publisher of content to
Facebook by 250% and to enhance this statistic
Yahoo! have recently announced a new way to
discover and connect with the world’s most popular
Internet content on both Yahoo! and Facebook.
• Beginning with Yahoo! News in the U.S, Yahoo! is
putting people’s friends front and center to usher in
an innovative new way of connecting around content
socially.
• Through Yahoo!’s seamless integration with
Facebook, the bespoke content brought to you by
Visit Britain, will be made simple to share and let
users guide their friends on which Visit Britain
content to read.
72More info in Notes
Social | Yahoo! Connects with Facebook

73. Appendix - Content Verticals

74. Yahoo! Travel attracts over 24 million users each
and every month (18.2 million in Visit Britain’s
target markets) making it one of the largest travel
website online today.
US: 11.7 million unique users
Europe: 2.4 million unique users
• 10 million more unique users than Travelocity
• Over 3x the audience of AOL Travel
• YoY audience growth of 23%
• Audience split of 51% Male / 49% Female
Scale | Yahoo! Travel - 24 million users
1/27/201574Yahoo! Presentation, Confidential
Source: Comscore Media Matrix – October 2011

75. Yahoo! Presentation, Confidential
Yahoo! Answers attracts over 256 million users (134.3
million in Visit Britain’s key markets) each and every
month making it the number 1 Q&A site in the world.
• Over 120 million more unique users than Baidu
Answers
• Over 3x the size of eHow
• Over 1.3 billion answers recorded since the launch
of Yahoo! Answers.
• 24.6 million users every day
• Audience year on year increase of 21%
• Yahoo! Answers is available in 11 languages across
23 countries worldwide.
Source: Comscore Media Matrix – October 2011
Scale | Yahoo! Answers – 256 million users
75

76. Yahoo! Lifestyle & Shine focuses on providing
women with quality and engaging content ranging
from Health to Parenting and attracts 60 million
users worldwide combined.
Europe: 9.1 million unique users
LATAM: 1.2 million unique users
US: 29.9 million unique users
• Y! Lifestyle has 2.5x more unique users than MSN
Women Central and Y! Shine has 15 million UU’s
more than MSN Lifestyle
• 136% YoY increase in unique users on Yahoo!
Lifestyle
• Female audience (Lifestyle: 52%, Shine: 57%)
• Audience predominantly aged 35-44
Scale| Yahoo! Lifestyle & Shine – 60 million users
27 January, 201576Source: Comscore October 2011

77. 1/27/2015 77
Scale | Yahoo! Flickr - 76 million users
Flickr is now an integral part of millions of peoples
daily lives, with 76m participants worldwide and
number 1 in its category.
US: 20 million unique users
Europe: 23 million unique users
LATAM: 9.4 million unique users
MENA: 6.3 million unique users
Global Reach:
• 4.4 million daily unique users
• Over 6.5 minutes dwell time per visitor
• Attracts over 12 million more unique users than
Picasa
• Over 1.2 billion pages viewed each month
• Male-skewed audience (55% )
Source: Comscore Media Matrix – October 2011

78. Yahoo! Sports attracts over 96 million users each
and every month making it the largest sports
website online today.
US: 47 million unique users
LATAM: 6.5 million unique users
Europe: 14 million unique users
APAC: 23.6 million unique users
MENA: 2.5 million unique users
• 40 million more unique users than No.2 ESPN
• Over 2.5x the audience of Fox Sports on MSN
• 3 billion pages viewed each month
• Large Male audience (61%)
• Audience predominantly aged 35-44
Scale | Yahoo! Sport - 96 million users
1/27/201578Source: Comscore July 2011

79. Введение. Услуги. Возможности!
2013 год

80. 80
новый Digital-игрок на рынке
Партнерство, сложившееся между iCrossing и Media
Arts Group на территории СНГ

81. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 81
Стратегии,
полный спектр услуг и
возможностей
Digital
это наше ДНК

82. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 82
Полный комплекс обслуживания
Партнерский
Маркетинг
Социальные
сети
МобильныйТехнологии Веб-разработкиАналитикаКонтекст
рекламы
Сканирование
электронного
микроскопа
Дисплей
Если это Digital, мы сделаем это

83. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 83
850 отобранных
специалистовПризнанные самыми прогрессивными
мыслителями этой индустрии

84. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 84
40+
500 счастливых партнеров

85. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 85
>10 основных
сертификатов

86. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 86
Премии
Работа с клиентами
Forrester называет нас «стопроцентными»
Мы № 1 в глобальном поиске

87. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 87
1 миссия:
Построить связанные бренды
Связанный бренд создает тесную связь со своей
аудиторией, будучи видимым, практичным,
удобным, интересным и приятным.

88. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 88
Наши зоны обслуживания…
88
Offices Partnerships * Expanding partnership footprint

89. 89
Цели партнерства
Стать ведущим игроком в растущем рынке Digital в
России.
• Знание местного рынка
Доступ к интегрированных
маркетинговых услуг в творческой,
BTL, спортивный маркетинг,
средства массовой информации,
теле-производства и другие услуги
Специалисты, ресурсов,
инфраструктуры
• Расширенный стратегический
подход к цифровым
технологиям в поиске, SEM, SEO,
SMM и др.
Coca-Cola, LG, Unilever, и многих
компаний из Fortune 500.
Глобальное присутствие сети,
способной обслуживать все

90. 90
iCrossing – ключевые факты
 Полный спектр услуг цифрового маркетингового агентства,
который объединяет таланты и технологии для создания
брендов.
Мы единица Hearst Corporation, одна из крупнейших
диверсифицированных в мире медиа-компании
19 международных офисов.
40 + Fortune 500 марок.

91. Media Arts – ключевые факты
7-ая коммуникационная группа в России. № 3 в BTL. В
ТОП-5 в Digital.
№ 1 держит интегрированный маркетинговых
коммуникаций. 30% от оборота для комплексных
проектов
Годовой оборот - 250 млн долларов.
200 + клиентов в группу компаний. 500 сотрудников +.
Области специализации: цифровой, BTL и трейд-

92. Some of the MAG digital clients

93. Наши услуги
Мы предоставляем маркетологам пакет Online Marketing Suite, чтобы
эффективно создавать, измерять и управлять эффективностью кампании
по всем каналам (онлайн и оффлайн).
Цифровая стратегия + планирование
Медиапланирование + покупатели
Search Marketing программы (SEM)
Social Media Marketing (SMM)
Search Engine Optimization (SEO)
CRM
Мобильный маркетинг
Creative Design + Experience +
Технологическая платформа +
Application Development
В режиме реального времени
аналитика + Оптимизация
кампании

94. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 94
The Objective
• Increase sales via Affiliate Marketing
The Solution
• Affiliate Marketing for O2
• Successful management & constant expansion of Affiliate
Marketing channels since 2003
• Management of over 38.000 affiliates (in DE)
• Coordination of partner programmes in various public
affiliate networks
• Regular planning and implementation of B2B campaigns
(iCrossing Winter Games, Christmas Sales…)
The Result
• Continuous revenue increase
• Setup of one of the most successful German partner
programmes
(e.g. Zanox AdRank 7) * Zanox AdRank is a measure of the commercial potential of a

95. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 95
The Objective
• Goals: increase traffic & time spent on-site
• Facebook & Twitter #14 and 24 referrers
The Solution
• Re-set foundation: governance for editorial & marketing
• Leveraged ongoing insights for editorial development, optimal content &
publishing primetime
• Ongoing audience management & influence outreach
The Result
• Doubled traffic in 4 months all through earned, organic social media traffic
• Social visitors spent 4.2X time on site as search referrals
• Facebook & Twitter became the #2 and 4 top referrers

96. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 96
The Objective
• A credible and authentic positioning of the BMW brand within the
social web
• Setup of an interactive channel
The Solution
• Management of global BMW Facebook page
• Regular moderation of wall (inclusive of weekends)
• Research and editorial processing of target market relevant content
• Conception and execution of campaigns to increase interaction level
• Paid-Media (Facebook Ads)
• Permanent benchmarking and tracking of all relevant KPIs in
comparison to competitorsThe Result
• Over 11 Mio. fans on BMW Global page
• High interaction rate

97. Thank You!
97
DGA@IC-MA.RU
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