Focus on Ukrainian market

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Focus on Ukrainian market

  1. 1. Focus on Ukrain ian/Russian market Telyatnikova Aleksandra Head of the Internet Marketing Department at META Inc
  2. 2. 2 <ul><li>I. History of Internet advertising market development in Ukraine/Russia (2002 - 2007) </li></ul>II . Modern tendencies in Internet advertising development in Ukraine and prognosis III . Price formation, discuonts, methods of sales etc VI . How to organize work with agencies and direct clients in order to maximize sales V . Internet marketing - how to present succesful web product Contents
  3. 3. 2 <ul><li>History of Internet advertising market development in Ukraine/Russia </li></ul><ul><li>(2002 - 2007) </li></ul>
  4. 4. P opulation Russia - 143,500,000 Ukraine - 46,800,000 mln users DYNAMICS OF MONTHLY AUDIENCE, mln users
  5. 5. % P opulation Russia - 143,500,000 Ukraine - 46,800,000 DYNAMICS OF THE PENETRATION
  6. 6. UKRAINE RUSSIA GEOGRAPHY : districts share in all audience ( According to Gemius and LiveInternet as of Nov. 2007 )
  7. 7. mln USD ADVERTISING SPEND in RUSSIA , mln USD ( According to MindShare Interection )
  8. 8. mln USD ADVERTISING SPEND in UKRAINE , mln USD ( According to market’s players )
  9. 9. MONEY SPENT per 1 USER UKRAINE HAS HIGH POTENTIAL FOR GROWTH! $ 2,1 $0 . 4 2002 $ 6 . 3 $ 1. 1 2005 $ 5,4 $0 . 8 2004 $ 3,3 $0 . 7 2003 $11 . 4 $ 8 .5 Russia $ 2.3 $ 1. 5 Ukraine 2007 2006
  10. 10. The number of second level domain names registered in domain .UA has increased by 39.47% in nine-month period of 2007 ZONA . UA ZONA .RU NUMBER OF DOMAINES ( According to Hostmaster Inc)
  11. 11. The number of Web sites indexed by META searching system constitutes approximately 100 000 sites (taking into account bolting of spam, etc.) THEMATIC STRUCTURE OF UKRAINIAN WEB SITES ( According to МЕТА as of Nov. 2007 )
  12. 12. PAGE VIEWS STRUCTURE OF UKRAINIAN WEB SITES ( According to BigMir as of Nov. 2007 )
  13. 13. UKRAINE RUSSIA THE SOURCES OF SEARCH TRAFFIC ( According to Gemius and LiveInternet as of Nov. 2007 )
  14. 14. 2 II . Modern tendencies in Internet advertising development in Ukraine and prognosis
  15. 15. SOURCES OF MARKET GROWTH Increase of advertisers Increase in page views Educational activity Increase of penetration
  16. 16. * Expert estimation based on Polish, Russian and Ukrainian market dynamic analysis. PROGNOSIS OF ADVERTISING MARKET in RUSSIA* , mln USD
  17. 17. * Expert estimation based on Polish, Russian and Ukrainian market dynamic analysis. PROGNOSIS OF ADVERTISING MARKET in UKRAINE* , mln USD
  18. 18. FOREIGN PLAYERS ARE COMING! <ul><li>In 2006-2007 large-scale foreign players have increased their activity. </li></ul><ul><li>In Ukraine have appeared the representatives or representative offices of: </li></ul><ul><li>Google </li></ul><ul><li>Yandex </li></ul><ul><li>Begun </li></ul><ul><li>RBC </li></ul><ul><li>Aukro . cz ( Allegro . pl ) </li></ul><ul><li>Delfi </li></ul><ul><li>Adocean </li></ul><ul><li>Sostav.ua </li></ul><ul><li>Headhunter.ru </li></ul>
  19. 19. SOME TRANSACTIONS in 2007 <ul><li>META.UA </li></ul><ul><li>Investment Group Russian Funds and Digital Sky Technologies have purchased control packet of shares of META Inc. </li></ul><ul><li>FINANCE.UA </li></ul><ul><li>Investment Group Russian Funds and Digital Sky Technologies have purchased control packet of shares of Infinservice Inc. </li></ul><ul><li>BANNER.KIEV.UA </li></ul><ul><li>Company Imena.UA has bought out 50% of shares in Ukrainian banner network (UBN). </li></ul><ul><li>UAPORTAL.COM </li></ul><ul><li>Internet holding Obozrevatel has purchased Ukrainian Portal. </li></ul><ul><li>MOBILNIK.UA </li></ul><ul><li>Internet holding Obozrevatel has purchased thematic portal Mobilnik.ua. </li></ul><ul><li>RABOTA.UA </li></ul><ul><li>Grupa Pracuj Ltd - the leader of on-line recruiting in Poland - has entered the board of constitutors of Rabota International, having bought out 55% of shares. </li></ul><ul><li>PRICE.UA </li></ul><ul><li>British company IDE Group has invested in large-scale Ukrainian web site Price.ua with the latter becoming part of the holding. </li></ul><ul><li>AUCTION.UA </li></ul><ul><li>META Inc. together with investment consortium comprising Investment Group Russian Funds and Digital Sky Technologies have purchased 55% of shares of Ukrainian Internet auction. </li></ul>Approximate total cost of these deals ranges from 20 to 24 million USD.  
  20. 20. MAIN MARKET TRENDS: <ul><li>Emergence of branch standards and measuring principles </li></ul><ul><li>New deals </li></ul><ul><ul><li>Purchasing of projects </li></ul></ul><ul><ul><li>Purchasing of shares ( investing ) </li></ul></ul><ul><li>Internet audience distribution by regions increases (decentralization) </li></ul><ul><li>Influx of large-scale foreign companies </li></ul><ul><li>Context advertising segment will outgrow media advertising </li></ul><ul><li>Emergence of Internet-units in large-scale network ad agencies </li></ul><ul><li>Enlargement and concentration of Internet business </li></ul><ul><li>Development of Social Networking projects </li></ul>
  21. 21. 2 III . Price formation, disco u nts, methods of sales etc
  22. 22. 2 Price formation (media advertising) Advertising agency and web studios – 80% Direct client – 20% M ethods of sales D isco u nts Price formation Discounts depend on the size of sales in a year, quarter or month. Traditional diapzone : 20% - 50%. CPM*N N – number of viewing CPM*K(N) K= 1/2 , 1/ 4, 1/ 8, 1/ 16... N – number of viewing (according to statistical information) Dynamic placing – 15% Flat fee - 85% 15 - 18 10 - 15 8 - 10 Business resources CPM , USD News resources CPM , USD Portals CPM , USD
  23. 23. PROBLEMS OF THE UKRAINIAN MARKET <ul><li>Absence of industry standards </li></ul>- Absence of media research <ul><li>Absence of monitoring system </li></ul>
  24. 24. Internet Advertising leaders in 2007 , by industry <ul><li>Autos </li></ul><ul><li>Mobile operators </li></ul><ul><li>Banks </li></ul><ul><li>Electronics manufacturers </li></ul><ul><li>Electronics sellers </li></ul><ul><li>Politicians </li></ul><ul><li>Real estate </li></ul><ul><li>Insurance companies </li></ul><ul><li>Alcohol </li></ul><ul><li>Others </li></ul>In 2006 50 trade marks entered the Internet market for the first time SOURCES OF MEDIA BUDGETS * ( According to META ADD. 2007 )
  25. 25. DISTRIBUTION OF MEDIA BUDGETS* * I n alphabetical order % * ( According to META ADD. 2007 ) Monthly audience Monthly audience Monthly audience Monthly audience 1 ,5 – 2 000 000 Pravda.com.ua ... P odrobnosti.ua Korrespondent.net News resources Sport.com.ua ... U krindustrial.com … Ukr.net 0,3 – 1 000 000 0,5 – 1 000 000 2 - 3 000 000 Natali.ua Liga.net META.ua B izarre.kiev.ua Finance.ua BigMir.net Entertainement Business resources Portals
  26. 26. 2 IV .  Internet marketing - how to present succesful web product
  27. 27. 2 <ul><li>Choose appropriate concept (niche, mass, etc) </li></ul><ul><li>Define target audience </li></ul><ul><li>Meet all parties needs: </li></ul><ul><li>easiness of use (usability) </li></ul><ul><li>functionality </li></ul><ul><li>speed </li></ul><ul><li>easiness of use (usability) </li></ul><ul><li>quality of information </li></ul><ul><li>positioning and branding </li></ul><ul><li>functionality </li></ul><ul><li>interactivity </li></ul><ul><li>speed </li></ul><ul><li>absolute number of target audience (min. 10,000/day) </li></ul><ul><li>prices and discount policy </li></ul><ul><li>site positioning </li></ul><ul><li>easiness of campaign management </li></ul>HOW TO CREATE A SUCCESFUL PRODUCT? <ul><ul><li>Authors </li></ul></ul><ul><ul><li>Readers </li></ul></ul><ul><ul><li>Advertisers </li></ul></ul>
  28. 28. 2 <ul><li>There are several options depending on the situation: </li></ul><ul><ul><li>Niche product </li></ul></ul><ul><ul><li>Mass product </li></ul></ul><ul><li>Search engine optimization </li></ul><ul><li>On-line PR and viral marketing </li></ul><ul><li>Context advertising </li></ul><ul><li>Niche peculiar advertising (off-line if needed) </li></ul><ul><li>Branding and positioning </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Banner and context advertising </li></ul><ul><li>Off line events </li></ul>HOW TO MARKET A SUCCESFUL PRODUCT?
  29. 29. 2 IV . How to maximize sales ?
  30. 30. 2 <ul><li>Establish own advertising agency </li></ul><ul><li>Partner with other advertising agencies, direct sales </li></ul><ul><li>Sell traffic to a LARGE scale player </li></ul>Options of maximizing sales:
  31. 31. Contact information Telyatnikova Aleksandra Head of the Internet Marketing Department at META Inc [email_address]

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