Laika Russia LLC, Cost Per Action (CPA) advertising in Russia. Promo sites, Context, Keyword Display, PR, Secret Marketing, Blogs, Chat. Pay per visit for SME companies interested in offering services to Russian Internet Users.

1. Internet and Mobile
Advertising Agency
LAIKA RUSSIA
Laika Russia 2008

2. About the Company
Laika Russia is an international advertising and marketing
company based in Russia. It was launched in 2008 and
has several operating companies in the internet and
mobile industries, that have operated in Russia since 2002.
Laika Russia is internationally and domestically financed.
Laika Russia specializes in unique B2B product and marketing services.
At the same time Laika Russia develops, consumer based aplications and
services to support its B2B service offer. Products such as
www.hockeyboss.ru, www.laikamusic.ru, wap.veswap.ru.
Laika Russia is lead by a team of industry experts that have experience
in many global markets and have recognized innovative products in the
mobile and the Internet industries.
Laika Russia implement the tactical plan to acquire new customers in the
most cost-effective manner, a fixed cost basis.
The primary offers and lines of business:
• Internet marketing; Cost Per Action (CPA)
• Mobile marketing; WAP based Cost-Per-Click (CPC)

3. Internet market in Russia
Internet in Russia (Runet) - The most fast-growing segment of mass
communications. In 2007 the quantity of Internet users in Russia has made
more than 29,4 million person (26 % of the population) in the age of 18 +.
Total of users for 2007 – 35 million. In 2007 the audience of a Runet has grown
on 30 %, in 2008 the percent of a gain of an audience is expected even greater.
The basic representatives of a Russian-speaking audience of the
Internet live in Russia – (72 %) and in Ukraine (11 %). Other users
fall to other CIS countries and the far abroad.
Main places of internet access: home computer (70%) work (24%). Most
users spend about 3 hours a day on internet - 37,8%, from 3 to 8 hours –
31,3%.
Main type of connection used –Broadband - 85%, dial-up - 15%.
Dynamics of growth of the market the Internet-advertising - 97 % for
2007 ($370 million). In 2008 the share of the Internet in cumulative advertising
budgets of the Russian advertisers will reach 6,5 %, and the volume of a
segment the Internet-advertising will make $650 million *
* Information taken from «TNS Web Index», Yandex, IMHO VI, FOM

4. Internet market in Russia
Demographics (for internet
users over 18 years old).*
Sex
55% - men
45% - women
Age
under 18 14%
18-24 years 31%
25-34 years 18%
35-44 years 17%
45-54 years 12%
55 years and older 8%
* Information taken from «TNS Web Index», Yandex, IMHO VI

5. Internet market in Russia
Interests of Russian users*
11.9% Education 3.2%
Mass media
Services 11.5% Communication 3.0%
Entertainment 10.0% Business and 2.9%
finances
Auto 8.5% Cities and regions 2.7%
Games 8.1% Work 2.2%
Products 7.8% Photo 2.1%
Sport 6.9% Movies 2.0%
Fun and hobbies 5.6% Nature 1.8%
Others 5,5%
Travel 4.3%
* Information taken from «TNS Web Index», Yandex, IMHO VI, excluding erotic content

6. The Mechanics of Internet Marketing

7. Advertising comparison.
Internet marketing.
Average cost of attraction of the client in the Russian Internet:
The potential buyer on
By Russian internet media advertising:
Landing Page on your site
Cost Per Millennium (CPM) – €1
Click Through Rate (CTR) - 0,2 % (the average
index)
Means a Cost Per Click (CPC) – €0,50 per click,
Average Conversion Rate (ACR) of 3,5% Becomes Leaves from
The effectiveness of this approach will lead to a the Buyer or a site
cost of € 14,50 per Customer.
Our scheme of attraction:
We provide the most effective Cost Per
At once Becomes the Buyer
Customer (Registration) by only basing
our results on Success.
Cost Per Registration - € 3,5 to € 11
You pay for already active, registered at the buyer and do not spend money
on hot air!

8. 1. My-Gallery.ru project
The project description: a social network with a
photo-galleries orientation. Blogs, forums,
communities.
Objective: to attract the interested users on a site
for registration and further use of service.
Realization terms: June-August, 2007
Productivity: high
Cost of the user: 4$
Amount of the attracted users: more than 10.000
Resource promotion strategy: positioning of a
portal as one of the independent representatives of
social networks, an embedded advertising,
contextual advertising.

9. Description of the Promo Campaign for My-Gallery.ru
Social Network
The promotional sites created by taking
into account the photographic orientation of my-
gallery.ru social network served as the main
source of traffic.
A monthly beauty pageant offering prizes
was organized for the female target group on
www.krasavica2007.ru promo site. In order to
participate in the beauty pageant you needed to
sign up on my-gallery.ru and to upload your
photos. According to the concept of my-gallery.ru
site, the registered users voted daily for the
“picture of the day”. If a participant’s picture was
voted as “the picture of the day”, such participant
was assigned a certain amount of points. The most
beautiful girl of my-gallery.ru was elected on the
basis of the monthly results, and the top three
winners received prizes.
A contest of photographic skills was
organized for the male target group on
www.foto2007.ru promo site. In order to participate
in the contest you also needed to sign up on the
site and to upload your photographic works. The
principle of determining the best photos and
distributing the prizes among the participant was
similar to the one of the beauty pageant for the
girls.

10. 2. Avito.ru project
The project description: the second in the CIS
most-visited and most-selling auction web site.
Objective: to attract the interested users on a site
for registration and further use of service.
Realization terms: March, 2008- July, 2008
Productivity: high
Cost of the user: 12$
Amount of the attracted users: more than 5.000
Resource promotion strategy: potential
audience-oriented promo-sites creation and their
promotion by media and context advertising.

11. Description of the Promo Campaign for
Avito.ru Internet Auction
The promo site that acted as an
independent expert in the domain of Internet-
based purchases and sales - www.pokupka-i-
prodazha.ru – served as the main source of traffic.
The site contained comparisons of various
modalities of goods purchases and sales in the
Internet, including transactions through Avito.ru
portal. The comparisons were mainly based on the
parameters that represented comparative
advantages of Avito.ru Internet auction as
compared to other similar projects (convenience,
the work of the technical support service, security
of transactions, etc.).

12. 3. Kylie Minouge project (LaikaMusic.ru)
The project description: Kylie Minouge (singer)
fans competition.
Objective: to attract to a site singer fans in the
shortest term for participation in competition and
purchases of license mp3-tracks.
Realization terms: June, 2008
Productivity: high
Cost of the user: 0,5$
Amount of the attracted users: more than 5.000
Resource promotion strategy: promo-page
competition development, targeted context and
media advertising on the musical-orientated sites.

13. Description of the Promo Campaign for the Contest for
Kylie Minogue’s Fans on LaikaMusic.ru
LaikaMusic.ru portal developed a
specialized section oriented to the contest in
question.
A large-scale advertising campaign was
organized on the official and non-official fan
resources of the singer, as well as on specialized
music sites. The emphasis was placed on the
media advertising.
We displayed several million ad banners
of various formats with a high fine-tuned targeting
by sites, sex, and age, and we applied the
behaviorist targeting of the target audience.

14. 4. HockeyBoss.ru project
The project description: the hockey lovers and
hazardous audience oriented on-line game.
Objective: to attract the interested users on a site
for registration and further use of service.
Realization terms: September, 2008- March, 2009
Cost of the user: 1,5$
Amount of the attracted users (forecast): more
than 5.000 in a month
Resource promotion strategy: potential
audience-oriented promo-sites creation and their
promotion by media and context advertising, PR-
articles and embedded advertising in thematic
blogs and forums.

15. Description of the Promo Campaign for the
Hockey Boss Online Game
The promo sites targeting the target group of the project served as the main source of traffic.
The target audience was conventionally divided into several groups and special promo sites were
created for each group. There were 3 promo sites created in total: for the sports lovers (poluchi-
priz.ru), for the online gamers (igrat-online.ru), and for the computer game fans (http://hockey-
boss.ru/1003). The promo sites are promoted on the Internet, on platforms of various directions
specific for each of the groups which the target audience has been divided into. Thus, the maximum
possible effect is attained.

16. Pricing of Services
Price is determined on a campaign per campaign basis.
Cost per Registration means that clients pay for actual results.
Cost of service depends on purpose of each advertising
campaign (product sales, registration of new users, brand
advertising, etc.), specifics of business, terms of carrying out of
an advertising campaign and size of target audience.
Trial campaigns for Internet start from CPA €0.50
Trial campaigns for mobile start from CPC €0.05
Trial campaign for 1 month including:
• Development of a strategy and advertising campaign;
• The guaranteed quantity of the involved clients;
• Post campaign report about advertising campaign.
Getting started is easy….!

17. Dennis Adamo
3, Novoslobodskaya str., 127030, Moscow, Russian Federation.
+ 7 903 796 1995
Dennis.Adamo@laikamedia.com