Rusland Imedia Internet Presentatie

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Presentation by Alyona Shagina of Independent media on the IMSM internet projects for the Dutch Delegation of the Digital Perestroika 2.0 Business Trip organized by Coincide & Marketingfacts. June 18, 2009.

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Rusland Imedia Internet Presentatie

  1. 1. IMSM INTERNET STRATEGY
  2. 2. RUSSIAN INTERNET MARKET OVERVIEW ► Internet penetration rate in Russia by monthly reach: 46% (27.4 mln people*), in Moscow – 61% (5.8 mln people*) ► Russian Internet audience profile: men (52.3%), women (47.7%), younger than 44 years old (83%), high income (69%), employed (51%), with family (85%) ► Core target audience: men and women, 18-34 years old with high income ► Time spending on Internet among Internet users: ~2 hours a day (newspapers and magazines ~0.5 hour, TV ~3.9 hours) ► The most popular place to go online: at home or at work ► Main connection type: broadband ► Internet access rate: 7000 kb/s in Moscow and St. Petersburg, 1024 kb/s or less in regions ► Internet access through a mobile phone: 27% of Russian Internet users (7.4 mln people) ► Internet ad market in 2008: 7.5 bln RUR (~206 mln EUR) ► Internet ad market share: 2.8% (the smallest share of the total ad market) with the highest rate of growth in revenue among other media (+32% vs. 2007; +341% vs. 2005; +1150% vs. 2003) ► Internet ad market top ad categories: Auto, FMCG, Telecommunications ► Crisis influence on ad revenue in Internet: by experts’ estimations Internet and TV will be the least affected media segments ► 2009 Internet ad market estimations: 0-20% growth (-15% - TV, -30% - Outdoor, -40% - Print and Radio) 2 *population 12-54
  3. 3. 2008 INTERNET AD MARKET AND 2009 PERSPECTIVES 8,9% 2008 MARKET VOLUME 2009 MARKET VOLUME 14,7 bln. RUB 16 bln. RUB -2% Display ads Display ads 4,78 bln. RUB 4,6 bln. RUB Special Projects 66% Special Projects 1,02 bln. RUB 1,7 bln. RUB Context 9% Context 8,9 bln. RUB 9,7 bln. RUB INTERNET* AD MARKET DYNAMICS INTERNET* AD MARKET SHARE Radio Internet* Others 7.5 2.8% 1.3% Outdoor 5.3% RUR, bln TV 5.8 17.2% 51.7% 2.9 1.7 1.0 0.6 Print 2003 2004 2005 2006 2007 2008 21.7% 3
  4. 4. RUSSIAN INTERNET CRITERIORS DYNAMICS RUSSIAN INTERNET RUSSIAN INTERNET PENETRATION GROWTH PER YEAR AUDIENCE STRUCTURE 70 5% 7% Russia 100 000+ top managers, 9% 65 62 Men 12-17 (co-) owners 14% 60 22% Moscow 27% 11% 60 specialists 56 Men 18-34 10% 17% St.Petersburg 55 52 white-collar 50 25% 16% workers 12% Men 35-54 22% 45 45 5% 7% blue-collar 41 15% workers 40 37 Women 12-17 13% 35 students 22% 6% 35 29% 25% Women 18-34 housewives, 30 young mothers 27% 21% 8% 25 Women 35-54 15% others 7% 20 All population Internet audience All population Internet Jan '06 Apr '06 Apr '07 Apr '08 Apr '09 (12-54) 12-54 audience 12-54 % of AUDIENCE GROWTH in 2008 Internet activity in Dec Mln. people Russians 2008 aged 18+ Monthly audience +16% …At least once per month 23.5 42% …At least once per week 20.4 36% Weekly audience +20% …Daily 15.4 28% Daily audience +25% 4 Source: TNS Russia, Web Index (12-54), April 2009 *only display advertising
  5. 5. INTERNET MAIN AD CATEGORIES, % JAN-JUNE 2007 JAN-JUNE 2008 Household Real estate Insurance appliances 2% 2% Tourism Entertainme Real estate Insurance nt & Media 2% 2% Tourism 4% 2% Auto 5% 2% Auto Others Entertainment (producers+de (producers+ 5% & Media alers) dealers) 5% 25% Household 24% appliances Retail 6% 6% IT & IT & computers Telecommunica computers FMCG 8% tions 6% 20% Others FMCG 13% Finance & Telecommuni Finance & Retail banking cations 10% 12% banking 7% 10% 11% 11% Auto, Telecommunications and FMCG are the biggest Internet advertisers 5 Source: MindShare INTERACTION Monitoring
  6. 6. RUSSIAN INTERNET SITES, CUMULATIVE AUDIENCE BY THEMATIC GROUPS Number of projects in measurement Blogs and social nets 19.6 mln people 91% 13 Mail services 19.0 mln people 88% 3 SERVICE SITES Search 19.0 mln people 88% 10 Informational Vedomosti, TMT projects 14.7 mln people 68% 27 Foto/ audio / video IMWeb services 14.5 mln people 67% 12 Webpark Leisure projects 9.2 mln people 43% 11 CONTENT Entertaining RevenueShare Program projects 8.0 mln people 37% 16 SITES Price Comparison Market projects 7.8 mln people 37% 5 Cosmo, Ameno, Bazaar, etc. Women's projects 7.2 mln people 33% 11 Auto & men Men’s Health, PopMech, etc. projects 6.6 mln people 31% 9 Dating services 6.0 mln people 28% 5 E-cards 5.6 mln people 28% 2 THEME CONTENT RB.ru - proffesional network Job 25% 5 5.4mln ppeople SITES Postings 3 4.3mln 20% ppeople Source: TNS Russia, Web Index (12-54), February 2009 6 Russia, monthly audience
  7. 7. IMSM INTERNET PROJECTS OVERVIEW WOMEN SITES MEN SITES Unique visitors per month 1 372 866 Unique visitors per month 1 132 911 Pageviews 28 617 847 Pageviews 8 093 090 Unique visitors per month 328 774 Unique visitors per month 507 627 Pageviews 2 023 955 Pageviews 2 234 733 Unique visitors per month 173 066 Unique visitors per month 404 989 Pageviews 1 100 275 Pageviews 2 119 676 Unique visitors per month 8 296 Unique visitors per month 29 856 Pageviews 22 637 Pageviews 97 797 Unique visitors per month 2 188 454 Unique visitors per month n/a Pageviews 14 216 502 Pageviews n/a Unique visitors per month 24 692 Unique visitors per month n/a Pageviews 295 285 Pageviews n/a Unique visitors per month 1 816 841 Unique visitors per month 44 679 Pageviews 15 323 194 Pageviews 275 195 7 Source: TNS Russia, Web Index (12-54), February 2009, Google Analytics, www.li.ru
  8. 8. IMSM WOMEN SITES MARKET POSITIONS GENERAL INTEREST SITES LUXURY & FASHION SITES Site Unique visitors per month Lady.mail.ru 4,079,865 Site Unique visitors per month Kleo.ru 3,493,779 Passion.ru 3,048,777 Fashiontime.ru (@) 579,628 Wday.ru 1,302,705 Fashionstreet.ru (@) 246,538 Myjane.ru 1,118,062 Eva.ru 1,054,190 Fashiony.ru (@) 154,093 507,627 The Fashion Time Magazine (@) 33,893 Vogue.ru 31,840 LIFESTYLE SITES Site Unique visitors per month Fashionpeople.ru (@) 28,461 Womanjournal.ru 3,863,504 27,135 Woman.ru 1,988,917 LeLuxe.ru 24,024 1,372,866 Lifestar.ru (@) 16,149 Glomu.ru 1,288,212 Tata.ru 817,721 Elle.ru 709,461 Superstyle.ru 426,841 Glamour.ru 395,965 8 Source: TNS Russia, Web Index (12-54), February 2009; www.li.ru. Rambler Top100
  9. 9. IMSM MEN SITES MARKET POSITIONS NEWS SITES LIFESTYLE & ENTERTAINMENT SITES Site Unique visitors per month Site Unique visitors per month Vzglyad.ru NMS (@) 5,393,471 1,132,911 Gazeta.ru 3,331,575 Maximonline.ru 1,110,538 2,413,688 404,989 Kommersant.ru 2,343,283 Izvestia.ru 2,223,878 328,774 Expert.ru 2,062,187 GQ.ru 120,037 Gzt.ru 1,033,428 823,200 PROFESSIONAL COMMUNITIES Site Unique visitors per month 1,816,841 Sostav.ru 503,905 E-xecutive.ru 328,001 9 Source: TNS Russia, Web Index (12-54), February 2009, www.li.ru, Rambler Top100
  10. 10. USED TECHNOLOGIES Server Side Ad Banner System - (UNIX/mySQL/PHP) ADRIVER (local) Content Management System CMS - Bitrix (local) Context AD System - Google AdSense Video Content System - ClipShare Statistics Quantity (Google Analytics) Quality (TNS Gallup) 10
  11. 11. TRAFFIC GROWTH SCHEME 1. SEO + SEA optimization 2. Audience cross-exchange system 3. Use magazines to attract target audience 11
  12. 12. AUDIENCE CROSS-EXCHANGE SYSTEM 12
  13. 13. CROSS-PROMOTION 3. EDITORIAL CONTENT 1. SITE PAGE IN MAGAZINE 2. INTEGRATION INTO ADs DEVELOPMENT 13
  14. 14. MONETIZATION SCHEME 1. DISPLAY ADS 2. SPECIAL PROJECTS 4. USER PAYMENTS 4. REVENUE SHARE PROJECTS 3. CONTEXT ADS 14
  15. 15. PROJECT LINE + + WEB WAP Video Channel + + + Magazine TV Books + + Zinio iPhone iRadio e-subscription 15
  16. 16. SYNDICATION PROJECTS EXAMPLES BLEND-A-MED cross- media project (online+print magazine) Covered 7.8 mln. people Lasted 11 weeks Involved 2000 participants Magazine Online 16
  17. 17. SYNDICATION PROJECTS EXAMPLES Volvo C30 cross-media project (online+print magazine+tv+outdoor) Covered 25 mln people Lasted 6 weeks Involved 5253 participants Magazine Online Outdoor Magazine 17
  18. 18. SYNDICATION PROJECTS EXAMPLES Nokia 5800 Romantic Playlist cross-media project (cosmo.ru+mhealth.ru+syndication with print magazines) Covered -9.35 mln. people Lasted 5 weeks Involved 1978 participants Online Magazine 18
  19. 19. THANK YOU FOR YOUR ATTENTION Shagina Alyona Internet Projects Publisher IMSM a.shagina@imedia.ru 232-32-00 ext. 3179 19

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