1) Russia has one of the largest internet audiences in Europe, with over 82 million users in 2013, though internet penetration is still only around 61% overall.
2) Yandex is the dominant search engine in Russia, accounting for over 60% of searches. It is also the leader in the online advertising market.
3) The travel sector in Russia has high growth potential, as internet usage expands to more regions and age groups. Queries related to travel make up around 1-2% of total searches, with hotels being a particularly popular topic.
China Search International, Sales and Marketing Director EMEA, Matt Brown 'Ba...Oban International
In 2013, Chinese outbound travellers reached 97.3 million, with 14 million more travellers than 2012. It is estimated to break the 100 million mark in 2014. Chinese outbound tourism is growing at an alarming rate, with a corresponding spend figure of $120 million USD in 2013, ranking number one in the world for spend by market. With this in mind, it is now vital that UK travel brands have an up to date marketing strategy for the inbound Chinese tourist. This presentation outlines how Chinese consumers plan their trips overseas and explores how Baidu's Travel product provides a powerful platform for Chinese travel enthusiasts to search, obtain and share travel related content pre, during and post-travel.
The presentation provides practical insights on how to leverage your website and social media to stand out among the competition. As WeChat dominates the Chinese mobile space, how can you benefit from the new functions and applications? And what are some of the up and coming digital channels available to tourism marketing organizations focusing on China in 2017?
Key differences between Chinese & UK digital landscape.
What influences Chinese to buy?
Top 5 tips to market your brands to inbound Chinese including leverage Social Media Marketing.
Case studies
There’s an influx of independently minded, more sophisticated and educated travelers in China - particularly among the younger and more affluent generation. They are looking for unique experiences and are not satisfied anymore with “going where everyone else is going to”
They want to be in control of their itineraries, choose destinations and make reservations themselves- and do it primarily over the Web.
China Search International, Sales and Marketing Director EMEA, Matt Brown 'Ba...Oban International
In 2013, Chinese outbound travellers reached 97.3 million, with 14 million more travellers than 2012. It is estimated to break the 100 million mark in 2014. Chinese outbound tourism is growing at an alarming rate, with a corresponding spend figure of $120 million USD in 2013, ranking number one in the world for spend by market. With this in mind, it is now vital that UK travel brands have an up to date marketing strategy for the inbound Chinese tourist. This presentation outlines how Chinese consumers plan their trips overseas and explores how Baidu's Travel product provides a powerful platform for Chinese travel enthusiasts to search, obtain and share travel related content pre, during and post-travel.
The presentation provides practical insights on how to leverage your website and social media to stand out among the competition. As WeChat dominates the Chinese mobile space, how can you benefit from the new functions and applications? And what are some of the up and coming digital channels available to tourism marketing organizations focusing on China in 2017?
Key differences between Chinese & UK digital landscape.
What influences Chinese to buy?
Top 5 tips to market your brands to inbound Chinese including leverage Social Media Marketing.
Case studies
There’s an influx of independently minded, more sophisticated and educated travelers in China - particularly among the younger and more affluent generation. They are looking for unique experiences and are not satisfied anymore with “going where everyone else is going to”
They want to be in control of their itineraries, choose destinations and make reservations themselves- and do it primarily over the Web.
2016 : LIFESTYLE TRENDS & TOURISM HOW CHANGING CONSUMER BEHAVIOUR IMPACTS TRA...Lausanne Montreux Congress
The End of Adventure? is the first of five Consumer Lifestyle Trends which together form the core of the Lifestyle
Trends & Tourism Report – a comprehensive research project that provides a future-facing summary of the most
important consumer changes impacting travel to Europe, particularly from the key markets of China, Brazil, the
USA and Canada.
Whilst the report is intended to form one cohesive body of work – including an opening chapter on contextual drivers –
each individual Trend Chapter offers its own data analysis, qualitative research, case studies of how changes are being
leveraged within the travel industry, and recommendations for how NTOs and destination marketers should respond.
BTO 2014
2 e 3 dicembre, a Firenze in Fortezza da Basso
Helena Egan
Director, industry relations di TripAdvisor
Day ONE | Emirates Hall [VISIONI] | 12.20 - 12.45
http://www.buytourismonline.com/eventi/strategic-vision-of-tripadvisor/
US tourism report is Stark Tourism Forum's compilation of data from various sources on US tourism. It gives a clear picture of the status of tourism in US and has the latest available statistics
A study on role of social media in promoting Tourism Industry in Rajasthan. RShrm1
Different social media platforms have over several hundred billion active users. It has helped travelers in gaining insight
into the location and planning their trips by reading the reviews, blogs and the experience shared,etc. And all this is directly or indirectly influenced by function of marketing strategies. Among the industries that are quickly turning to social media, tourism sector has wide spectrum untouched. Despite its contribution, there is little research and studies that have been
conducted in the past to establish how marketing strategies and social media impacts this industry.
Talking about this perspective, following presentation is a research plan proposal on marketing strategies with specific reference to the role of social media in the tourism industry in Rajasthan.
Russian Internet Market and Yandex OverviewPreston Carey
A detailed overview of the Russian internet market and Yandex's position within that market. Also contains details on Yandex's advertising product offerings.
E-commerce Berlin Expo 2017 - Trends and digital advertising opportunities in...E-Commerce Berlin EXPO
Dominik Johnson Director Key Account Development Yandex
Russia is Europe's largest internet market, and its home grown search engine Yandex is the market leader, making it an essential channel for any organization wishing to reach a Russian audience. Dominik Johnson will cover key topics including successful strategies in Russia and rules to follow. Dominik will share insights and he will show you trends in several important segments which will help you to define your cross boarder strategy to grow.
Oportunidad del sector de la moda en China con BaiduKanlli
Con alrededor de 1.400 millones de habitantes y una clase media urbana que se estima será el 40% de su población total en 2020, China se perfila como un mercado de potencial extraordinario para el sector de la moda, pero no sólo de las propias creaciones nacionales: En 2012, las importaciones de prendas de vestir crecieron un 21% respecto a 2011, mientras que las exportaciones de moda española a China crecieron un 43% en 2011 y un 34% en 2012.
Pero el éxito de todo negocio pasa por llevar a cabo una estrategia publicitaria óptima, adecuada tanto al público objetivo como a los soportes existentes en cada país. Es en este punto donde Kanlli es un gran aliado, al ser la agencia que comercializa en exclusiva en España los espacios publicitarios de Baidu en España, quien está ayudando a muchas compañías del sector textil en la expansión de su marca.
Presentation done by Bernard Lukey, during "When e-commerce meets tourism: the news frontiers of eTourism in the swiss and international market" round table discussion of the ENTER2015 eTourism conference.
MonMaps is for people enthusiastic about travelling: it is an enriched experience in passing local knowledge, such as favourite points of interest, recommended tours or hidden treasures.
As we like to say, MonMaps “lets your friends see the city through your eyes”, thanks to eye-catching maps made by you, with your customised content, styles and themes.
Get creative and share your Must-See places with the people you care about.
2016 : LIFESTYLE TRENDS & TOURISM HOW CHANGING CONSUMER BEHAVIOUR IMPACTS TRA...Lausanne Montreux Congress
The End of Adventure? is the first of five Consumer Lifestyle Trends which together form the core of the Lifestyle
Trends & Tourism Report – a comprehensive research project that provides a future-facing summary of the most
important consumer changes impacting travel to Europe, particularly from the key markets of China, Brazil, the
USA and Canada.
Whilst the report is intended to form one cohesive body of work – including an opening chapter on contextual drivers –
each individual Trend Chapter offers its own data analysis, qualitative research, case studies of how changes are being
leveraged within the travel industry, and recommendations for how NTOs and destination marketers should respond.
BTO 2014
2 e 3 dicembre, a Firenze in Fortezza da Basso
Helena Egan
Director, industry relations di TripAdvisor
Day ONE | Emirates Hall [VISIONI] | 12.20 - 12.45
http://www.buytourismonline.com/eventi/strategic-vision-of-tripadvisor/
US tourism report is Stark Tourism Forum's compilation of data from various sources on US tourism. It gives a clear picture of the status of tourism in US and has the latest available statistics
A study on role of social media in promoting Tourism Industry in Rajasthan. RShrm1
Different social media platforms have over several hundred billion active users. It has helped travelers in gaining insight
into the location and planning their trips by reading the reviews, blogs and the experience shared,etc. And all this is directly or indirectly influenced by function of marketing strategies. Among the industries that are quickly turning to social media, tourism sector has wide spectrum untouched. Despite its contribution, there is little research and studies that have been
conducted in the past to establish how marketing strategies and social media impacts this industry.
Talking about this perspective, following presentation is a research plan proposal on marketing strategies with specific reference to the role of social media in the tourism industry in Rajasthan.
Russian Internet Market and Yandex OverviewPreston Carey
A detailed overview of the Russian internet market and Yandex's position within that market. Also contains details on Yandex's advertising product offerings.
E-commerce Berlin Expo 2017 - Trends and digital advertising opportunities in...E-Commerce Berlin EXPO
Dominik Johnson Director Key Account Development Yandex
Russia is Europe's largest internet market, and its home grown search engine Yandex is the market leader, making it an essential channel for any organization wishing to reach a Russian audience. Dominik Johnson will cover key topics including successful strategies in Russia and rules to follow. Dominik will share insights and he will show you trends in several important segments which will help you to define your cross boarder strategy to grow.
Oportunidad del sector de la moda en China con BaiduKanlli
Con alrededor de 1.400 millones de habitantes y una clase media urbana que se estima será el 40% de su población total en 2020, China se perfila como un mercado de potencial extraordinario para el sector de la moda, pero no sólo de las propias creaciones nacionales: En 2012, las importaciones de prendas de vestir crecieron un 21% respecto a 2011, mientras que las exportaciones de moda española a China crecieron un 43% en 2011 y un 34% en 2012.
Pero el éxito de todo negocio pasa por llevar a cabo una estrategia publicitaria óptima, adecuada tanto al público objetivo como a los soportes existentes en cada país. Es en este punto donde Kanlli es un gran aliado, al ser la agencia que comercializa en exclusiva en España los espacios publicitarios de Baidu en España, quien está ayudando a muchas compañías del sector textil en la expansión de su marca.
Presentation done by Bernard Lukey, during "When e-commerce meets tourism: the news frontiers of eTourism in the swiss and international market" round table discussion of the ENTER2015 eTourism conference.
MonMaps is for people enthusiastic about travelling: it is an enriched experience in passing local knowledge, such as favourite points of interest, recommended tours or hidden treasures.
As we like to say, MonMaps “lets your friends see the city through your eyes”, thanks to eye-catching maps made by you, with your customised content, styles and themes.
Get creative and share your Must-See places with the people you care about.
With a larger market share than Google, Yandex dominates the Russian search engine market. In this presentation we look at how to advertise on Yandex and also how to optimise natural rankings on the search engine
Shopping online is increasingly popular amongst Internet users in Russia. According to data gathered by Gemius, in October last year over 44.9 mln Russian Internet users visited e-commerce websites. This is an increase of 5.2 mln compared to the same month the previous year. The time spent on e-commerce websites in Russia has grown from an average of 1.32 minutes per visitor in October 2012 to 2.07 minutes in October 2013.
TW-BERT: Good for Users, Good for SEOs | Dave Cousin, Brighton SEO DeckOban International
Term Weighting BER, or TW-BERT, has the ability to drastically improve how Google understands your searches like a human. How do they do this without massively slowing down search and increasing costs? How does it work? And what does it mean for SEOs trying to optimise to show top in Google's SERPs (seach engine results pages)?
Dave Cousin, our brilliant Head of Organic, delivered this talk at the 2024 BrightonSEO conference. We've shared the slides with you below.
Are you looking to expand your business outside the UK? Oban International can help. We’re a digital marketing agency whose sole focus is international growth. Since 2002, we have helped numerous businesses grow internationally using the latest digital marketing techniques. Get in touch: obaninternational.com/contact
The 8 Things to check if Google are ignoring your hreflang - Final.pptxOban International
Thank you, I’m super excited; though not going to be anything too groundbreaking given the time but topic will be: The 8 Things to check if Google are ignoring your hreflang. - From the silly mistakes we shouldn’t make or miss, but do, to some more obscure reasons that Google just seem to hate your hreflang.
How to produce great multilingual content, even when you can't read it | Laur...Oban International
Laura will cover the importance of multilingual, properly localised content as part of an international marketing strategy, exploring some actionable steps to making that happen and highlighting some common pitfalls to avoid.
How to launch 'new concept' products & services in new markets | Dave Cousin ...Oban International
Find out 4 tips to allow you to use Search to launch a new product or service, or a new market, even when no-one knows you or your offering exists.
Launching a brand into a new market is one thing but what if the market doesn’t even know that what you’re selling is a thing? ATL is the normal way to launch a new product or service into a new international market. However search can also play a vital supporting role, not least for a complex new concept that’s alien to the market. From using keyword research to understand if there would be demand and what are the important cultural nuances through to how to drive awareness by targeting consumers at different points in the funnel and using content to inform them.
This talk will focus on Organic Search, but also cover the role of Paid Search.
Useful overview of the UK and the UK market, aimed at international marketers. The deck includes information on the UK's population, workforce, culture and digital marketing landscape. Useful for anyone who wants an informative yet digestible understanding of the UK from a marketing viewpoint.
Brighton SEO 2021 | The Mother of all Updates - What Google's MUM update will...Oban International
With the recent announcement of their MUM algorithm update, Google has thrown the world of SEO into a state of flux. With their focus on delivering the most relevant search results to users, irrespective of market or language, international marketers will need to update their strategies and multilingual websites will need to respond to compete effectively in a ‘language agnostic’ future.
We take you through how, for those suitably prepared, this can be a massive opportunity not just for global brands but also for those looking to go international for the first time.
Useful overview of France and the French market, aimed at international marketers. The deck includes information on France's population, workforce, culture and digital marketing landscape. Useful for anyone who wants an informative yet digestible understanding of France from a marketing viewpoint.
Useful overview of China and the Chinese market, aimed at international marketers. The deck includes information on China's population, workforce, culture and digital marketing landscape. Useful for anyone who wants an informative yet digestible understanding of China from a marketing viewpoint.
How do you approach user experience or UX for different markets? This presentation sets out six key principles of cross-cultural UX design. Useful reading for UX and web designers, as well as international marketers and international businesses looking to understand UX across borders.
Useful tips and information to help international marketers localize their content at scale. Helpful guide for global marketing specialists, multilingual brand publishers, copywriters & anyone who wants to localize marketing content into different languages, in a flexible and scalable way.
Brighton SEO 2019 | How to find content gaps when you don't speak the languageOban International
This presentation is explicitly aimed at marketers who want to scale their content marketing across languages but don’t know where to start. The ability to identify competitive content gaps based on SEO data and insight in multiple languages will give you a solid foundation for your multilingual content marketing, helping you to identify the biggest opportunities and avoid the costliest mistakes.
This presentation takes an in-depth look at the "Chinese language". The truth is that Chinese people don't speak or write Chinese. They mainly speak Mandarin or Cantonese, among other dialects, and write in Simplified or Traditional characters. However, even this explanation doesn't reveal the complexities involved.
If you're trying to perform localised and culturally appropriate digital marketing in China, you need to understand these complexities and target the correct written and spoken language to the right audience.
How to tell if there's demand to launch your business overseas - BrightonSEO ...Oban International
Deciding which countries you should prioritise when expanding your business overseas can be tricky. At the April 2019 BrightonSEO conference, James Brown discussed some of the techniques you can use to discover a demand for your business in other territories as well as some of the basics of international SEO to help you get found in that market.
6 site migration fails and how to avoid them - BrightonSEO September 2018 - J...Oban International
A failed site migration can include a loss in traffic, a drop in rankings in search results and a lower engagement on your site. Find out how to avoid the mistakes that lead to a failed site migration with James Brown, SEO Strategist at Oban International
What can you learn from the brands you have never heard of?Oban International
It is all too easy to focus on global brands and familiar national brands in our home market as case studies for innovation or best practice. However, numerous successful brands around the world are (so far) only well-known in their local markets. Analysing how and why these companies are prospering, can teach other firms looking to expand into new territories how to make the most of the opportunity. During the recent SheerLuxe conference in London, we discussed examples of what you can learn from brands you’ve never heard of, with a range of luxury brands.
Technical SEO for e-commerce at home and abroad.
Topics include: Infinite scroll, Faceted navigation, Content and Keywords, Handling 'out of stock' products, Seasonal refreshes of content, Product options and Hreflang tags.
3. Russian is the 4th most spoken
language globally. 250–300 millions
speakers
Mandari Spanish English Russian
Confucius Miguel de Cervantes William Shakespeare Leo Tolstoy
n
Source: SIL Internationaal (2002), George Weber (1997), Euromonitor (August 2010), Rosstat (2010), Company data, Morgan, Stanley Research.
4. Top 10 Internet Countries
in Europe in 2013, million
Russia 82.9
0 10 20 30 40 50 60 70 80
Germany
France
United Kingdom
Turkey
Italy
Spain
Poland
Netherlands
Ukraine
Source: eMarketer, Internetlivestats July 2014
60.3
50.1
49.7
35.8
35.4
30.6
25.7
16.8
14.3
Big
In 2013 Russia became the
largest internet audience in
Europe
5. Low penetration – high upside (%) !
Source: eMarketer, Gemius, Information Technologies and Communications Foundation, 2013
6. Only 61% of the Russian
population is online
Russia, age 18+, %
Source: FOM, June 2014
7. Internet penetration in Russia by age
97% 99%
95%
Source: TNS, February 2013
89%
72%
40%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
12-17 18-24 25-34 35-44 45-54 55-64 Age
9. Russia’s advertising market
grows rapidly
The largest contributors
to the growth of the world’s ad
market (bn., $)
Country Growth
1 U.S.A. 23.66
2 China 15.73
3 Indonesia 6.02
4 Argentina 5.37
5 UK 4.80
6 Brazil 3.89
7 Japan 2.65
8 Russia 2.35
9 South Korea 2.15
10 Mexico 2.12
Source: ZenithOptimedia, June 2014.
From 2013 to 2016,
Russia’s ad market is
expected to grow by
$2.35
billion
10. How will Russia’s ad market look?
Volume of ad market’s segments in dynamics
200
180
160
140
120
100
80
60
40
20
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Billion rubles
TV
Internet
Outdoor
Magazines
Source: ZenithOptimedia, June 2013.
11. Contextual advertising is the most
popular type of online advertising
Russian online ad market structure dynamics.
Banners
Contextual
And its market share continues to grow
Source: RACA, 2014.
12. Russian e-commerce market
monthly users online
82.9
million
58%
of all population
30.6
million
users buy in e-shops
Growth is due to expansion of regional shoppers.
Source: eMarketer, July 2014
13. E-commerce boost!
The e-commerce market in Russia will double between 2011
and 2015
Source: eMarketer, July 2014.
18. Bigger than any TV channel
27,000
24,000
21,000
18,000
15,000
12,000
9,000
6,000
3,000
0
1/1/08 1/1/09 1/1/10 1/1/11 1/1/12 1/1/13 1/1/14
Source: TNS TV Index, TNS Web Index, Russian daily audience aged 12-54, cities with population 100 000 and more , August 2013.
20. Goals of an advertising campaign
can be different
Goal 1
директ
Yandex.Direct
Generate Sales
Yandex.Market
Sales Volume Increase via Comparison Shopping
Yandex.Display
Brand Awareness
Building Coverage
Goal 2
маркет
Goal 3
22. Two types of Content sites:
Search sites
(search intent)
Content sites
(thematic targeting)
23. 2. Don’t copy content from other
Search Engines/other Markets!
Match Type Differences
Ad Copy Size/Layout Differences
Actual Search patterns differ from market to
market
25. Account Level
Brand
Own brand
campaign
Competitor
brands
Top
destinations
Countries
Cities
POI
Hotel
names
Generic
Further
Intent
Promos
Winter
destinations
Holiday
destinations
Content
Campaign
2
5
3. Semantic Account Structure in Paid Search
- Hotel Booking
Based on actual Russian search
patterns
26. Semantic Account Structure in Paid Search
- Flights
Account Level
Brand
Own brand
campaign
Competitor
brands
Top
destinations
Countries
Cities
City Pairs
Airline
Brands
Generic
Further
Intent
Promos
Winter
destinations
Holiday
destinations
Content
Campaign
28. 10+ Thematic Portal Projects – Leaders in
their Theme
News
#1-3
Mail
#2
Comparison
Shopping #1
Auto
#2
Music
Yandex.Money
#1
Metrika.Analytics
tool
Jobs
Weather #1
TV listings
Traffic Jams,
Maps #1
29. Display Targeting Types
• Soc-Dem Targeting (age, gender,
income)
Available
on RTB
• Targeting by Interests
• Search Retargeting
• Behavioral Retargeting incl.
Audience Extension to Content
Across 10+ Portal Projects & Content
49 M Unique Users monthly
30. Yandex.Schedules
Travel!
______________________
________________
CPM: 4,60/4 GBP
Part of RTB network
Yandex.Weather
Dream of warm continents!
728х90
______________________
________________
CPM: 4 GBP
Part of RTB network
31. Display Traits in «Hotel Booking» segment
Average Page Depth
+ 0,4
Данные Метрики в категории «Услуги отелей/гостиниц»
за период Q1 2013 - Q1 2014
Avg Bounce Rate
- 7 %
18.0%
24.9%
Баннеры Яндекса Все рекламные системы
3.2
2.8
Баннеры Яндекса Все рекламные системы
32. Display Traits in «Hotel Booking» segment
Avg CTR for Display placements on Yandex
Данные AdOffice и Баян-2 и за период Q1 2013 - Q1 2014
0.14%
0.28%
0,39%
2012 2013 Q1 2014
33. Display Traits in «Hotel Booking» segment
Данные AdOffice и Баян-2 и за период Q1 2013 - Q1 2014
Avg CPC (RUR) of Display Placements on Yandex
168.17
118.37
9.83
2012 2013 Q1 2014
34. No of Display Placements is growing
Данные TNS AdFact Q1 2013 – Q1 2014
900
800
700
600
500
400
300
200
100
0
Q1 Q2 Q3 Q4
2013 2014
22,3%
35. No of Display Spaces (Publishers) is growing
Данные TNS AdFact Q1 2013 – Q1 2014
50
45
40
35
30
25
20
15
10
5
0
Q1 Q2 Q3 Q4
2013 2014
40,6%
36. No of Brands with regular Display Activity is growing
(7 days continuous or more)
При условии, что ежемесячно размещения проходили не менее 7 дней
Данные TNS AdFact Q1 2013 – Q1 2014
30
25
20
15
10
5
0
Q1 Q2 Q3 Q4
2013 2014
8,3%
37. Search Banner
Keyword Targeting
—Double hit – visually
attention grabbing while
targeting through
keywords
— Guaranteed contact
with your target
audience ________________
Price (CPM): 750 RUR
Banner format: 200x300 pixel, 240x400 pixel
39. 39
User Interest in Category
Queries related to traveling varies from 0,5 to 1,7% of total Yandex
queries.
Queries share related to traveling in total
amount of Yandex queries
Queries share related to Hotels in overall
Travel category volume
4%
Queries on hotel booking made
approximately 30% of total
amount queries.
1.8%
1.6%
1.4%
1.2%
1.0%
0.8%
0.6%
0.4%
0.2%
Seasonal peak in July for “traveling”
queries was less pronounced in 2013,
although total share of queries for the
year stayed the same.
Yandex, Apr 2014
wordstat.yandex.ru
0.0%
30%
16%
50%
Hotels
Air tickets
Package tours
Other
40. 40
User Interest in Category: Hotels
Impressions May’2012 – Apr’2013 May’2013 – Apr’2014
Generic queries
on hotels
Yandex, Apr 2014
wordstat.yandex.ru
128,247,4
08
+12%
144,092,2
26
1 2
18,000,000
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr
41. 41
User Interest in Category: Flights
46,524,399
+25%
58,221,942
1 2
wordstat.yandex.ru
Geo: Russia+CIS
Aug’2012 –Jul’2013 Aug’2013 – Jul’2014
Generic queries
on air tickets
Im7p,r0e0s0si,o0n0s0
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
42. 42
Interest Travel in Russian regions
Share of queries from users of the regions with the highest internet
penetration (Moscow and St. Petersburg) is gradually reducing.
The audience is gradually being reallocated in favor to the regions.
58% 56% 56% 57% 57% 56% 53% 50% 50% 49% 48% 49%
42% 44% 44% 43% 43% 44% 47% 50% 50% 51% 52% 51%
The total share of Moscow and St. Petersburg has dropped from
58% to 47-49%. Flights are a little more Capital focused than
Hotels.
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Autumn
2011
Winter 2011-
2012
Spring 2012 Summer
2012
Autumn
2012
Winter 2012-
2013
Spring 2013 Summer
2013
Autumn
2013
Winter 2013-
2014
Spring 2014 Summer
2014
Russia (except Moscow and St. Petersburg) Moscow and St. Petersburg
43. 43
How do users search within the Travel segment?
Top Searches of accommodation
types
Отели (hotels)
Гостиницы (as above, synonym)
Хостел (hostel)
Апартаменты (apartments)
Brand-oriented
Hilton
Radisson
Азимут (Azimut)
Marriott
44. 44
Number of Brand queries is growing
35000000
30000000
25000000
20000000
15000000
10000000
5000000
0
+14%
Generic queries
Brand queries
2012 2013 2014 2015
45. 45
Top Search Queries regarding Hotels
Отель Inlaid Queries Гостиницы Inlaid
Queries
отели турции
отель звезда
5 отель 5* hotel
гранд отель
отель 4
отели египта
отель будапешт
отели хургада
Лучшие отели best hotels
отель 5 звезд hotel 5 stars
гостиницы москвы
сайт гостиницы
официальная гостиница
гостиница официальный сайт
гостиницы петербурга
гостиницы санкт
гостиницы санкт петербурга
гостиницы цены
недорогие гостиницы
мини гостиница
46. 46
Stars - Segment dynamics
Wordstat
May’2012 – Apr’2013
May’2013 – Apr’2014
region: Russia ; Apr 2014.
Impressions
1,800,000
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
Variation of user interest
Impressions
0
May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Hotels 2*
Hotels 3*
Hotels 4*
Hotels 5*
+24,24%
+30,44%
+35,70%
+49,67%
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
Hotels 5* Hotels 4* Hotels 3* Hotels 2*
47. 47
Seasonal interest growth structure
Generic queries on the travel
to the country
Queries on air tickets
to the country
25000
20000
15000
10000
5000
0
Interest growth in a flight to a destination usually comes before the main
wave of tourist interest. Often it consists of 2 waves:
- the first wave that precedes tourist season and general interest in the
country by 1-2 months;
- the second wave coincides with a peak of interest in tourism in the
country (July)
53. 30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
53
The Most Popular Countries to Travel to
(Top-20, throughout the year)
Yandex, Apr 2014
wordstat.yandex.ru
5,000,000
0
“Package” destinations
Other countries
54. 54
The Most Popular Countries (“non-package”
destinations except Russia)
Yandex, Apr 2014
wordstat.yandex.ru
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
59. 59
Tatiana Kalinina
Business Development Director,
International Division
kalinina@yandex-team.ru
International Sales
Eng-ad@yandex-team.ru
Thank you!
Editor's Notes
----- Meeting Notes (09.05.14 16:56) -----
First, Id like to tell you a few facts about the Russian audience
It’s a fact though not an obvious one…
----- Meeting Notes (09.05.14 16:56) -----
The first fact, though not an obvious one..
Jобновила данные
Давайте немного поменяем график, появились данные за весну 2014,
Таким образом давайте так:
Summer 2012 меняем на Spring 2012, данные прежние
Summer 2013 меняем на Spring 2013, данные прежние
Добавляем Spring 2014, данные monthly audience – 61, weekly audience -58%, daily audience – 50%
Нужно указать, что горизонтальная черта обозначает Age.
Источник указан неверно, тут источник:TNS, February 2013
----- Meeting Notes (09.05.14 17:05) -----
from 35 goes down
обновила
36% of all intenret users
Используем данные со слайда 33
Данные обновила
----- Meeting Notes (16.09.14 21:32) -----
the lay of the land is there to stay
Исправила данные
----- Meeting Notes (09.05.14 17:05) -----
Jan 2013
----- Meeting Notes (16.09.14 21:32) -----
media consumption
----- Meeting Notes (16.09.14 20:12) -----
city pairs
airlines
Yandex.direct really is all about sales
Targeting by Interests: Оценивается длительный/постоянный интерес пользователя к тематике* в течение 4 недель
Search Retargeting: Показывается в сети пользователям, которые задавали запросы по конкретной тематике в течение последних 72 часов.
Behavioral Retargeting incl. Audience Extension to Content: Аудиторию медийных баннеров можно ограничить только пользователями, посещающими определенные веб-ресурсы