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Russian Internet Market and Yandex Overview

The document discusses the state of internet usage in Russia, highlighting lower penetration rates compared to developed countries and regional disparities in internet access. Yandex is identified as a leading search engine and advertising platform, significantly impacting the Russian online advertising market. The document details trends in internet usage and advertising in various demographics and regions, emphasizing the growth of contextual advertising.

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Everything will be found Preston Carey Business Development Director
Part I. The Internet in Russia
3 Russia 68 (48%) Asia 1 077 (28%) Africa 167 16% North America 274 79% Latin America 255 43% Australia and Oceania 24(68%) Europe 451 (66%) Middle East 69(32%) millions of users (% of internet penetration) Internet penetration at the moment is lower in Russia than in developed countries. source: Internet World Stats, June 2012 34% 16% 28% 40% 43% 48% 63% 68% 79% World, avg. value Africa Asia Middle East Latin America Russia Europe Oceania and Australia North America % of internet penetration
4 Despite slow growth rates, the level of internet penetration continues to increase, mostly due to regions and older age groups. millions of users, 18+ source:Fond Obshestvennoe Mnenie (FOM), Winter 2013 10 14 17 22 26 32 39 46 54 61 64 9% 12% 16% 19% 23% 28% 34% 40% 47% 52% 55% 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 Fall 2003 Fall 2004 Fall 2005 Fall 2006 Fall 2007 Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012 Winter 2012-2013 Monthly audience Penetration level
6 6 Far East (50%) The internet penetration level is higher in the Northwest Federal Region than in the Central Region. Siberia (53%) Volga (51%) Central (58%) Northwest (62%) Ural (59%) Southern (53%) % of penetration, population of Russia 18+ source: FOM, Winter 2013
7 41% 54% 60% 62% 62% 71% 70% Villages Cities less than 100,000 residents Cities 500,000 - 1 million residents Cities 1 million + Cities 100,000 - 500,000 residents Moscow Saint Petersburg Moscow‟s internet penetration level is higher than Saint Petersburg‟s: 71% and 70% respectively. However, in cities with a population less than 100,000 people, only half of residents use the internet. % of penetration, population aged 18+ source: FOM, Winter 2013
8 55-64 Moscow‟s internet penetration level is higher than the average in Russia: 78% and 71% respectively. Russia 97% 12-17 99% 18-24 95% 25-34 89% 35-44 72% 45-54 Moscow 94 % 100%94 % 99% 99% 97% 82% 57% source: TNS, February 2013 40%
9 People are using the Internet more often: the size of the daily audience is approaching the size of the monthly audience. millions of users, 18+ 10 14 18 22 26 32 39 47 55 61 6433% 40% 39% 44% 46% 56% 61% 69% 75% 77% 78% Monthly audience Daily audience, % of monthly source: FOM, Winter 2012-2013
10 61.3 mil. (95.2% ) 50.1 mil. (77.8%) 64.4 mil. The Russian Internet‟s monthly audience consists of approximately 64 million people. 78% users log on to the Internet everyday. % of monthly audience source: FOM, Winter 2013
11 In April 2012, the internet portal Yandex had a larger audience than any television channel taken separately. Thousands of people, aged 12 to 54 in cities with a population of 100,000+ residents source: TNS, November 2012
12 Yandex is a leader on the global search engine market. source: ComScore, December 2012 4,477 4,844 8,630 14,502 114,734 0 40,000 80,000 120,000 Microsoft Sites Yandex Sites Yahoo! Sites Baidu.com Inc. Google sites TOP 5 search engines, millions of searches 0 500,000 1,000,000 1,500,000 Yandex Sites Microsoft Sites Yahoo! Sites Baidu.com Inc. Google sites TOP 5 search engines, thousands of users
13 Top-5 mail services in Europe by audience size (unique visitors 000) # Service June 2011 June 2012 Growth 1 Hotmail 107 131 108 202 +1% 2 Google Gmail 63 280 74 670 +18% 3 Yahoo! Mail 42 587 44 290 +4% 4 Mail.Ru – Mail 35 055 42 767 +22% 5 Yandex Mail 18 353 25 143 +37% Yandex.Mail is one of the most popular mail services in Europe. source: ComScore, 2011
14 Yandex is the leader in Russia by share of search traffic. Yandex 62% Google 26% Search.Mail 7% Rambler 1% Bing 1% % of search traffic source: LiveInternet.ru (March 2013)
15 Rambler has usedYandex search technologies since June 23, 2011 and is part ofYandexAdvertising Network.
Part II. Yandex Audience
17 Yandex Mission “Our goal is to provide easy access to the wealth of online information for users in Russia and beyond to find the answer to any question that may arise.”
18 Yandex monthly audience is comparable to the monthly audience of the whole Russian Internet. 12,721 19,786 20,379 20,488 22,950 28,069 28,487 32,829 33,144 49,009 50,137 57,593 64,593 12% 19% 19% 19% 22% 26% 27% 31% 31% 46% 47% 54% 61% Photos Weather News Market Maps & Traffic Video Mail Narod Sites Images Main Search results Yandex total Internet total main projects, thousands of ppl., % of penetration (Russia, 12-64) source: TNS, January 2013
20 source: TNS, January 2013 *services with an audience of more than 60 people per month More than half of users of Yandex main projects visit them every day. Per day: 29 019 (50%) Per week: 46 173 (80%) Per month: 57 593 Thousand people, % of monthly audience
22 Yandex audience coincides with the Internet‟s audience as a whole in terms of age structure. Monthly audience, 12-54 16% 14% 10% 9% 12-24 25-34 35-44 45-64 Yandex Audience source: TNS, January 2013 16% 14% 10% 9% 12-24 25-34 35-44 45-64 Internet audience
Part III. Internet advertising in Russia
24 5.9% 8.8% 12.3% 15.9% 18.8% 14.9 16.2 26.8 41.8 56.3 0 10 20 30 40 50 60 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008 2009 2010 2011 2012 billionsofrubles,notincludingVAT Television Radio Press Outdoor advertising Internet Media (other) Internet (abc) In 2012, the advertisingmarketin Russiawas worth300 billion rubles. The Internetis becomingmore popularamong advertisers. source: АКАР, 2013
25 The most popular kind of advertising among Internet advertising is contextual advertising. Its share of the overall volume is growing steadily. 58% 60% 61% 63% 68% 42% 40% 39% 37% 32% 2008 2009 2010 2011 2012 Dynamics of Internet Advertising Structure Contextual Media source: АКАР, 2013
26 The volume of contextual advertising in 2012 grew by 45%. 8.6 9.7 16.3 26.5 38.4 13% 68% 63% 45% 0 5 10 15 20 25 30 35 40 45 2008 2009 2010 2011 2012 billions of rubles, not including VAT source: АКАР, 2013
27 Yandex 68% Google Russia 28% Begun 3% Others 1% Yandex is the leader of the contextual advertising market in Russia. % of market share source: eLama, 2012
Part IV. Yandex Advertising Capabilities
29 YandexAdvertising Capabilities Direct (context) Media advertising Market Business Directory (geocontext) • увеличениепродаж • максимизациятраффика • увеичениеосведомленностиобренде • запускновогопродукта Banners (context) • нишевыйбрендинг • увеличениепродаж • предоставлениеполнойинформации опродукте • увеличениепродаж • предоставлениеинформациио местоположениикомпании
30 Yandex Services
31 Other user content services Yandex.Mail Mail service Spamoborona Anti-spam software Moi Krug Professional social network Yandex.Photos Photo hosting Disk Free hosting and file storage Utilities Yandex.Bar Search, Weather, Traffic and another line Yandex.Server Search on servers and corporate networks Yandex.Search for PC Search for PCs Yandex.Online Mail notifications, Internet chat Online Pay Systems and Mobile Apps Yandex.Money Online pay system Mobile apps Mobile versions of Yandex services Main service Yandex Search The leading search engine in Russia#1 Yandex various services allow to attract and keep a wide audience. Search and information services Yandex.Traffic Monitoring maps and traffic jams Yandex.News News aggregator Yandex.Market Compare prices and search for goods Yandex.Blogs Blog Search Yandex.Auto Search for new and used automobiles Yandex.Video Video Search Yandex.Dictionaries Encyclopedia and Directories Yandex.Catalog A content catalog of Runet sites Yandex.Afisha Guide for movies and cultural events Yandex.TV TV Guide Yandex.Timetables Tickets for planes and trains Yandex.Weather Weather forecast (1,700 cities) #1 #1 #1 #2 #1 #1 #1 #1
32 • Search • Mail • Maps Universal aims • Webmaster • Widgets • News, Auto, Real Estate, Jobs Professional aims (increase contextual traffic) • Media advertising • Media content banner (MCB) Advertising aims (create and nurture demand) • Direct • Market • Business Directory Commercial aims (attract new target clients) • Metrica • Word statAnalysis and Marketing Yandex services were developed for both users and advertisers.
33 Yandex offers commercial services … plus support tools. • Direct Market Media advertising MCB Metrica Word stat Direct API Mailfor Domain Maps API Webmaster Business Directory
34 34 • Internet advertising agencies • Companies working with site promotion and internet advertising • Web studios • Full-service advertising agencies • Other advertising intermediaries Our partners are:
35 Yandex.Direct
36 Yandex.Direct This is one way of placing search and contextual advertisements on Yandex or YandexAdvertising Network partner sites. It helps companies to: • increase sales • increase site traffic • provideinformationsupport • Increasebrandawareness
37 Media Context Banner GuaranteeSpecial placement Searchresults Yandex.Direct Features – Impressions for interested users – Pay by click – Independent assessment of budget and transfer price – Ability to make changes in real time –Free virtual card (vCard) for advertisers without a website – Different kinds of targeting – Detailed statistics and reports on an ad‟s effectiveness – Yandex Advertising Network – Yandex.Metrica –Target call Yandex.Direct
38 Yandex Advertising Network (YAN) provides advertisers access to a wider audience than Yandex.Direct. source: internal information, 2012
39 Placing ads: Yandex search (search targeting)
40 Placing ads:YAN partner search sites. (search targeting)
41 Placing ads: content sites (content targeting)
42 Placing ads: non-content sites (behavioral targeting)
43 – Autobroker – Autofocus – Impression strategies – Impressions based on additional relevant phrases – RTB – Direct Commander Yandex.Direct‟s Technology
44 Yandex.Direct: Autobroker
45 Yandex.Direct: Autobroker Autobroker is an automatic optimization system for CPC. Autobroker always lowers the maximum CPC set by the advertiser, setting the lowest sufficient CPC with each impression in order to provide the ad the best possible position considering: • bids (from competitors) • CTR • geographical targeting • time targeting • competitors for the query that includes the given key words
46 Yandex.Direct: Autofocus
47 Yandex.Direct: Autofocus Autofocus is a system that automatically refines key phrases. Phrases on the verge of being disabled for low CTR (<0,5) are automatically specified by the system and continue to work without prior check by a moderator. In doing so, advertisers are no longer obliged to specify such phrases on their own.
48 Yandex.Direct Strategies Strategies for manually managing bids Advertisers have more flexible advertising campaign settings and more tools at their disposal. Automatic strategies The budget is managed automatically and doesn‟t require any effort from the advertiser.
49 Yandex.Direct: automatic strategies
50 Weekly budget An effective distribution of spending on an advertising campaign with a set budget.  the best positions  saves time and money  priority for keyword phrases  takes into account a decrease in consumer activity Advantages: • easy to set up • control expenses Limitations: • loss of a significant part of audience • reduced ad efficiency and price of key queries
51 Increase capture of target audience coverage. Weekly budget: maximum conversion rate  the best positions  saves time and money  priorities by keywords Advantages: • maximum number of conversions • easy to set up • control expenses Limitations: • Available only after installing Metrica counter • Availability only after selecting “Weekly budget” strategy
52 Average Cost Per Click (CPC) The maximum amount of clicks per week at the average CPC and no larger than the sum designated by the advertiser.  convenient if advertiser has a set CPC in mind  priority for key phrases  ability to limit weekly budget Advantages: • easy customization • determine visit price Limitations: • click quantity and budget size indicators are unpredictable • no ability to consider conversion by key phrases when setting the maximum CPC
53 Afixedamountofclicksatminimal price. Weekly clicks package  more than 100 clicks per week  average or maximum bid by click  priority for key phrases Advantages: • easy customization • traffic is even and predictable Limitations: • difficult to forecast CPC and budget size • large quantity of expensive non-target clicks (if the set size is large) • loses part of audience (if the set size is small)
54 Automatic strategies‟ features The system needs time to reach an optimal level. In the first few days, it‟s possible that set conditions will be rejected. Automatic customization starts over if you disable and then enable Autobudget.
55 Yandex.Direct: strategies for manually managing bids
56 The highest available position Impressions in any block in the highest available position. The price per click for each key phrase is set manually.
57 Cheapest position in ad block Ads are shown in the selected block for the minimal price and at the most accessible level in other blocks. The price per click for each key phrase is set manually.
58 Impression is to the right of search results Ads are shown only in the guaranteed impressions block. One of two strategies can be selected for this: highest available position or minimum CPC. The price per click for each key phrase is set manually.
59 Independent management of search and content sites The strategy allows you to split ad management between Yandex Advertising Network‟s content resources and search platforms By enabling the “Independent management” strategy, advertises can set the price for key phrases on YAN‟s content resources (the ad is shown on a platform if the key phrase corresponds to the page‟s content).
60 Yandex.Direct: impressions for additional relevant phrases
61 Impressions for additional relevant phrases Aselectionofadditionalrelevantphrasesareusedinadditiontotheoriginalphrasesset bytheadvertiserstoincreasetargetaudiencecoverage. Additionalphrasesareselectedautomaticallyandareupdatedregularlybasedon collectedstatistics.
62 Yandex.Direct: RTB
63 Yandex.Direct: RTB This system compares bids and CTR of the advertiser‟s keywords with his/her competitors‟ figures. The ads with the best characteristics are placed in the best positions to decrease the price per click.  Individual price for each key phrase.  Advertiser‟s price and key phrase‟s CTR are used in calculation.  Data is collected for analysis for 28 days after the key phrase starts working.  Data on “premium placement” and “guarantee” is collected separately.
64 Direct Commander
65 Direct Commander The Direct Commander app is installed on the user‟s computer and allows the user to independently customize his/her ad for Yandex.Direct. In a few clicks it‟s possible to:  find a phrase among thousands of phrases  find an ad among hundreds of ads  simultaneously edit many phrases  replace the text or links in many ads
66 Media advertising on Yandex
67 67 Media advertising on Yandex An internet advertisement in the form of interactive banners. The advertiser can cover a wider audience and improve his/her brand‟s image. It helps companies to: • increasebrandawareness • createmarketdemand • supportanewproduct‟slaunch • provideinformationsupport
68 The kind of media ad placement on Yandex depends on the advertiser‟s goals.
69 Yandex Banners
70 Yandex Media Content Banner A new form of internet advertisement that combines elements of mediaandcontextualadvertising.Onlyinterestedusersaretargeted. It helps companies to: • increase brand awareness • perform niche branding • increasesales
71 Yandex MCB can be placed: Next to search results Mail.ru
72 Yandex.Market
73 Yandex.Market The leading product comparison site. Stores can buy the best position in search results. It helps companies to: • increase sales • provideinformation support
74 Yandex.Market A list of stores Similar products Accessories Description of main features Store locations on the map Features – A comparison of prices and buyer reviews about stores and products around Russia. – A database of thousands of product models and sets – Product description by Yandex – Automatic product categorization and identification – Sorting offers by geographic availability – Rigorous control of stores
75 Yandex.Market audience in Russia is constantly growing. 0 2 4 6 8 10 12 14 16 18 Millionsofusers source: TNS, November 2012
76 Yandex.Market monthly audience in Russia consists of more than20 million users. 10% of them use the service every day. source: TNS, January 2013 thousands of people, % of monthly audience In a month: 20 487 In a week: 8 488 (41%) In a day: 1 960 (10%)
77 Best positions: Yandex.Market search
78 Best positions: product cards
79 Best Positions: list of stores
80 Placing ads: Yandex search
81 Types of Stores Any store can place their product offers on Yandex.Market, including stores that take orders on their site and retail outlets and sale points. Stores on Yandex.Market are divided into two types: • Online store (sell goods on the site) • Physical stores (goods are only sold in-store) Online stores may have the following kinds of points of sale: • Pick-up point (pick-up point where customers can pick up their order) • Physical store (a regular store where customers can come and buy goods) • Physical store and pick-up point
82 The offer can be suspended for a few reasons: • Unacceptable quality • Similar characteristics among stores • Other problems with quality • Site is temporarily unavailable Automatic check: • Products with a low relative conversion rate • Site‟s efficiency Before advertisers can place their ads, Yandex.Market Quality Control Service checks the advertiser.
83 Yandex.Market: assessment and reviews Users‟ reviews are published on Yandex.Market and create the store‟s rating. A user can assess the level of service and add their own comments.
84 Ratings allow users to assess a store‟s level of service and quality of work. Ratings are based on buyers‟ assessments and reviews. The ratings start working 30 days after the first ad placement. Yandex.Market: Ratings
85 Yandex.Business Directory
86 Yandex.Directory The largest catalog of organizations and mapping service on Runet. It helps companies to: • increase sales • provideinformation support
87 – The largest mapping service in Russia with geolocational information. – The “vCard”„ contains the company‟s contact information, address, website, and other information.. – Mobile versions of the service are available. – The best positions for companies that users are interested in. – An additional advertisement and contact information on the selected company‟s card are shown on the map. Features Yandex.Business Directory Best Positions Advertisement
88 Yandex.Maps Audience Yandex.Maps is the most popular mapping service on Runet, its monthly audience is around 16 million users. 0 2 4 6 8 10 12 14 16 18 20 Sep2… Oct.2… Nov.… Dec.… Jan.2… Feb.… Mar.… Apr.2… May.… June.… July.… Aug.… Sep.… Oct.2… Nov.… Dec.… Jan.2… Feb.… Mar.… Apr.2… May.… June.… July.… Aug.… Sep.… Oct.2… Nov.… Dec.… MillionsofUsers monthly audience source: TNS, January 2013
89 Priority Placement Priority placement (in Yandex search results or Yandex maps) helps a company to stand out from the crowd of similar organizations. Priority placement is possible for:  Separate branches/locations  The whole chain It is also possible to edit ads for separate branches/locations.
90 Priority Placement: Yandex search
91 Priority Placement: Yandex.Maps
92 Advertising on the company‟s vCard
93 Advertising in Yandex search results
94 Placement: Mobile Maps
95 Scale: City
96 Scale: Street
Part V. Kinds of Targeting
98 Kinds of Targeting on the Internet • Search • Content • Behavioral • Geographic and Time • Socio-demographic
99 Targeting Yandex Services Direct Media Market Business Directory • search • content • behavioral • geographicandtime • socio-demographic • content MCB • search • content • geographicandtime • geographicandtime • geographicandtime
100 Ads are shown only to users who are looking for something specific. Advantages: - Users are involved in the process. - High probability that users will respond to the ad. Features: - The potential audience with similar interests is not covered. Search Targeting
101 Ads are shown only on a site with specific content. Advantages: - Users are interested in their own right - Wide coverage of audience Features: - If the content is too wide, the target audience may not be completely covered. Content targeting
102 Ads are shown only to users who have expressed prior interest in the given subject. Behavioral Targeting Advantages: - An increased amount of contacts with an interested audience improves effectiveness. Features: - If it tries too hard, the ad will seem too intrusive.
103 Geographical and Time Targeting Ads are shown only to users of a set region and at a set time. Advantages: - It effectively cuts out unnecessary audience. Features: - The unnecessary audience is cut out rather broadly and doesn‟t allow a more precise targeting.
104 Ads are shown only to users who meet set socio-demographic criteria. Advantages: - It‟s convenient to use if the target audience is determined in socio- demographic terms. - Different creative ads can be displayed to different social groups. Features: - The real target audience and the model target audience don‟t completely coincide: there‟s a risk of cutting out a necessary audience. Socio-Demographic Targeting Homepage CardsJob Timetables Auto Money Market Maps and traffic Dictionaries Video Music Games Services Afisha Photos Mail Weather TV News Younger Older Men Women
Part VI. Yandex Tools
106 Yandex.Metrica
107 Yandex.Metrica This is a tool for assessing traffic, analyzing users‟behavior and assessing an ad campaign‟s effectiveness.
108 Yandex.Metrica Metrica allows the owner of an online store, for example, to assess revenue and the activity of the site‟s users.
109 Metrica Reports: Traffic group These reports are created to analyze a site‟s traffic for a given period. The group includes reports on:  Users‟ engagement with site  Load on the site  Number of visits per user  Visit frequency  Time elapsed since the first visit  Time elapsed since the penultimate visit
110 Metrica Reports: Sources group These reports analysis sources of site traffic. They include: • A general report • A report on sites • A report on search engines • A report on search phrases • A report on advertising systems • Reports on Direct • A “Tags” report
111 Metrica Reports: Content group These reports analyze the degree of users interest in the site’s content. They include:  A Popular report  A Log-on Page report  A Log-out Page report  A Title Page report  A URL Parameters report  A “Share” button report  An External Links report  A Download Files report  A Visit Parameters report  An Online Store report
112 Metrica Reports: Webvisor Webvisor allows Yandex.Metrica users to analyze user behavior on their site by replaying their actions. A detailed analysis of user behavior helps to identify problems with navigation, logic, and usability, and as a result, to increase the site‟s conversion rate.
113 Metrica Reports: Geography Metrica registers a user as belonging to this or that geographical region.
114 Metrica Reports: Demographic group This report shows consolidated data on age-sex and allows comparison of the age structure of users of both sexes.
115 Metrica Reports: Behavior group This group‟s reports analysis the characteristics of users‟ behavior on a site. They include:  A Click Path analysis  A Link Map  A Click map
116 Metrica Reports: Computers group The Metrica Counter gathers data on the technical characteristics of site users‟ computers. Information is presented in respective reports on operating systems and users‟ browsers, display resolution and the presence and versions of Flash plug-ins, Java, and .NET. They include:  A Computers report  A Mobile Devices report  A JavaScript presence report  A Cookies presence report  A Silverlight Version report
117 Metrica Reports: Calls Reports In these reports, data is collected on phone calls from users stemming from Yandex contextual advertising. They include:  Asummary report  Adetailed report  Call distribution by hour
118 Metrica Reports: Monitoring Metrica collects information on the site and any occurring errors, making a special report on them.
119 Report Wizard The Report Wizard is a tool for building user reports.
120 Yandex.Wordstat
121 Yandex.Wordstat This is an instrument that shows statistics for search queries and gives a provisional forecast for the monthly amount of queries for a keyword.  Keyword or key phrase  Geographic region  Other queries for the viewed topic  Query forecast
122 Yandex.Wordstat allows users to estimate seasonal fluctuation.
123 Yandex.Wordstat shows a query‟s regional popularity – places where the topic is must relevant.
124 Yandex.Wordstat shows the proportion of each region in the overall amount of page displays by keyword queries. The statistics are shown for the whole world, Russia, Belarus, and Ukraine.
125 Yandex.Wordstat statistics help estimate the possible size of an ad campaign‟s monthly budget.
Preston Carey Business Development Director +1 857.288.8762 preston.carey@yandex.ru @prestoncarey Thank you

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Russian Internet Market and Yandex Overview

  • 1.
    Everything will be found PrestonCarey Business Development Director
  • 2.
    Part I. TheInternet in Russia
  • 3.
    3 Russia 68 (48%) Asia 1 077(28%) Africa 167 16% North America 274 79% Latin America 255 43% Australia and Oceania 24(68%) Europe 451 (66%) Middle East 69(32%) millions of users (% of internet penetration) Internet penetration at the moment is lower in Russia than in developed countries. source: Internet World Stats, June 2012 34% 16% 28% 40% 43% 48% 63% 68% 79% World, avg. value Africa Asia Middle East Latin America Russia Europe Oceania and Australia North America % of internet penetration
  • 4.
    4 Despite slow growthrates, the level of internet penetration continues to increase, mostly due to regions and older age groups. millions of users, 18+ source:Fond Obshestvennoe Mnenie (FOM), Winter 2013 10 14 17 22 26 32 39 46 54 61 64 9% 12% 16% 19% 23% 28% 34% 40% 47% 52% 55% 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 Fall 2003 Fall 2004 Fall 2005 Fall 2006 Fall 2007 Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012 Winter 2012-2013 Monthly audience Penetration level
  • 5.
    6 6 Far East (50%) The internetpenetration level is higher in the Northwest Federal Region than in the Central Region. Siberia (53%) Volga (51%) Central (58%) Northwest (62%) Ural (59%) Southern (53%) % of penetration, population of Russia 18+ source: FOM, Winter 2013
  • 6.
    7 41% 54% 60% 62% 62% 71% 70% Villages Cities less than100,000 residents Cities 500,000 - 1 million residents Cities 1 million + Cities 100,000 - 500,000 residents Moscow Saint Petersburg Moscow‟s internet penetration level is higher than Saint Petersburg‟s: 71% and 70% respectively. However, in cities with a population less than 100,000 people, only half of residents use the internet. % of penetration, population aged 18+ source: FOM, Winter 2013
  • 7.
    8 55-64 Moscow‟s internet penetrationlevel is higher than the average in Russia: 78% and 71% respectively. Russia 97% 12-17 99% 18-24 95% 25-34 89% 35-44 72% 45-54 Moscow 94 % 100%94 % 99% 99% 97% 82% 57% source: TNS, February 2013 40%
  • 8.
    9 People are usingthe Internet more often: the size of the daily audience is approaching the size of the monthly audience. millions of users, 18+ 10 14 18 22 26 32 39 47 55 61 6433% 40% 39% 44% 46% 56% 61% 69% 75% 77% 78% Monthly audience Daily audience, % of monthly source: FOM, Winter 2012-2013
  • 9.
    10 61.3 mil. (95.2% ) 50.1mil. (77.8%) 64.4 mil. The Russian Internet‟s monthly audience consists of approximately 64 million people. 78% users log on to the Internet everyday. % of monthly audience source: FOM, Winter 2013
  • 10.
    11 In April 2012,the internet portal Yandex had a larger audience than any television channel taken separately. Thousands of people, aged 12 to 54 in cities with a population of 100,000+ residents source: TNS, November 2012
  • 11.
    12 Yandex is aleader on the global search engine market. source: ComScore, December 2012 4,477 4,844 8,630 14,502 114,734 0 40,000 80,000 120,000 Microsoft Sites Yandex Sites Yahoo! Sites Baidu.com Inc. Google sites TOP 5 search engines, millions of searches 0 500,000 1,000,000 1,500,000 Yandex Sites Microsoft Sites Yahoo! Sites Baidu.com Inc. Google sites TOP 5 search engines, thousands of users
  • 12.
    13 Top-5 mail servicesin Europe by audience size (unique visitors 000) # Service June 2011 June 2012 Growth 1 Hotmail 107 131 108 202 +1% 2 Google Gmail 63 280 74 670 +18% 3 Yahoo! Mail 42 587 44 290 +4% 4 Mail.Ru – Mail 35 055 42 767 +22% 5 Yandex Mail 18 353 25 143 +37% Yandex.Mail is one of the most popular mail services in Europe. source: ComScore, 2011
  • 13.
    14 Yandex is theleader in Russia by share of search traffic. Yandex 62% Google 26% Search.Mail 7% Rambler 1% Bing 1% % of search traffic source: LiveInternet.ru (March 2013)
  • 14.
    15 Rambler has usedYandexsearch technologies since June 23, 2011 and is part ofYandexAdvertising Network.
  • 15.
  • 16.
    17 Yandex Mission “Our goalis to provide easy access to the wealth of online information for users in Russia and beyond to find the answer to any question that may arise.”
  • 17.
    18 Yandex monthly audienceis comparable to the monthly audience of the whole Russian Internet. 12,721 19,786 20,379 20,488 22,950 28,069 28,487 32,829 33,144 49,009 50,137 57,593 64,593 12% 19% 19% 19% 22% 26% 27% 31% 31% 46% 47% 54% 61% Photos Weather News Market Maps & Traffic Video Mail Narod Sites Images Main Search results Yandex total Internet total main projects, thousands of ppl., % of penetration (Russia, 12-64) source: TNS, January 2013
  • 18.
    20 source: TNS,January 2013 *services with an audience of more than 60 people per month More than half of users of Yandex main projects visit them every day. Per day: 29 019 (50%) Per week: 46 173 (80%) Per month: 57 593 Thousand people, % of monthly audience
  • 19.
    22 Yandex audience coincideswith the Internet‟s audience as a whole in terms of age structure. Monthly audience, 12-54 16% 14% 10% 9% 12-24 25-34 35-44 45-64 Yandex Audience source: TNS, January 2013 16% 14% 10% 9% 12-24 25-34 35-44 45-64 Internet audience
  • 20.
    Part III. Internetadvertising in Russia
  • 21.
    24 5.9% 8.8% 12.3%15.9% 18.8% 14.9 16.2 26.8 41.8 56.3 0 10 20 30 40 50 60 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008 2009 2010 2011 2012 billionsofrubles,notincludingVAT Television Radio Press Outdoor advertising Internet Media (other) Internet (abc) In 2012, the advertisingmarketin Russiawas worth300 billion rubles. The Internetis becomingmore popularamong advertisers. source: АКАР, 2013
  • 22.
    25 The most popularkind of advertising among Internet advertising is contextual advertising. Its share of the overall volume is growing steadily. 58% 60% 61% 63% 68% 42% 40% 39% 37% 32% 2008 2009 2010 2011 2012 Dynamics of Internet Advertising Structure Contextual Media source: АКАР, 2013
  • 23.
    26 The volume ofcontextual advertising in 2012 grew by 45%. 8.6 9.7 16.3 26.5 38.4 13% 68% 63% 45% 0 5 10 15 20 25 30 35 40 45 2008 2009 2010 2011 2012 billions of rubles, not including VAT source: АКАР, 2013
  • 24.
    27 Yandex 68% Google Russia 28% Begun 3% Others 1% Yandex isthe leader of the contextual advertising market in Russia. % of market share source: eLama, 2012
  • 25.
  • 26.
    29 YandexAdvertising Capabilities Direct (context) Media advertising Market Business Directory (geocontext) •увеличениепродаж • максимизациятраффика • увеичениеосведомленностиобренде • запускновогопродукта Banners (context) • нишевыйбрендинг • увеличениепродаж • предоставлениеполнойинформации опродукте • увеличениепродаж • предоставлениеинформациио местоположениикомпании
  • 27.
  • 28.
    31 Other user contentservices Yandex.Mail Mail service Spamoborona Anti-spam software Moi Krug Professional social network Yandex.Photos Photo hosting Disk Free hosting and file storage Utilities Yandex.Bar Search, Weather, Traffic and another line Yandex.Server Search on servers and corporate networks Yandex.Search for PC Search for PCs Yandex.Online Mail notifications, Internet chat Online Pay Systems and Mobile Apps Yandex.Money Online pay system Mobile apps Mobile versions of Yandex services Main service Yandex Search The leading search engine in Russia#1 Yandex various services allow to attract and keep a wide audience. Search and information services Yandex.Traffic Monitoring maps and traffic jams Yandex.News News aggregator Yandex.Market Compare prices and search for goods Yandex.Blogs Blog Search Yandex.Auto Search for new and used automobiles Yandex.Video Video Search Yandex.Dictionaries Encyclopedia and Directories Yandex.Catalog A content catalog of Runet sites Yandex.Afisha Guide for movies and cultural events Yandex.TV TV Guide Yandex.Timetables Tickets for planes and trains Yandex.Weather Weather forecast (1,700 cities) #1 #1 #1 #2 #1 #1 #1 #1
  • 29.
    32 • Search • Mail •Maps Universal aims • Webmaster • Widgets • News, Auto, Real Estate, Jobs Professional aims (increase contextual traffic) • Media advertising • Media content banner (MCB) Advertising aims (create and nurture demand) • Direct • Market • Business Directory Commercial aims (attract new target clients) • Metrica • Word statAnalysis and Marketing Yandex services were developed for both users and advertisers.
  • 30.
    33 Yandex offers commercialservices … plus support tools. • Direct Market Media advertising MCB Metrica Word stat Direct API Mailfor Domain Maps API Webmaster Business Directory
  • 31.
    34 34 • Internet advertisingagencies • Companies working with site promotion and internet advertising • Web studios • Full-service advertising agencies • Other advertising intermediaries Our partners are:
  • 32.
  • 33.
    36 Yandex.Direct This is oneway of placing search and contextual advertisements on Yandex or YandexAdvertising Network partner sites. It helps companies to: • increase sales • increase site traffic • provideinformationsupport • Increasebrandawareness
  • 34.
    37 Media Context Banner GuaranteeSpecial placement Searchresults Yandex.Direct Features –Impressions for interested users – Pay by click – Independent assessment of budget and transfer price – Ability to make changes in real time –Free virtual card (vCard) for advertisers without a website – Different kinds of targeting – Detailed statistics and reports on an ad‟s effectiveness – Yandex Advertising Network – Yandex.Metrica –Target call Yandex.Direct
  • 35.
    38 Yandex Advertising Network(YAN) provides advertisers access to a wider audience than Yandex.Direct. source: internal information, 2012
  • 36.
    39 Placing ads: Yandexsearch (search targeting)
  • 37.
    40 Placing ads:YAN partnersearch sites. (search targeting)
  • 38.
    41 Placing ads: contentsites (content targeting)
  • 39.
    42 Placing ads: non-contentsites (behavioral targeting)
  • 40.
    43 – Autobroker – Autofocus –Impression strategies – Impressions based on additional relevant phrases – RTB – Direct Commander Yandex.Direct‟s Technology
  • 41.
  • 42.
    45 Yandex.Direct: Autobroker Autobroker isan automatic optimization system for CPC. Autobroker always lowers the maximum CPC set by the advertiser, setting the lowest sufficient CPC with each impression in order to provide the ad the best possible position considering: • bids (from competitors) • CTR • geographical targeting • time targeting • competitors for the query that includes the given key words
  • 43.
  • 44.
    47 Yandex.Direct: Autofocus Autofocus isa system that automatically refines key phrases. Phrases on the verge of being disabled for low CTR (<0,5) are automatically specified by the system and continue to work without prior check by a moderator. In doing so, advertisers are no longer obliged to specify such phrases on their own.
  • 45.
    48 Yandex.Direct Strategies Strategies formanually managing bids Advertisers have more flexible advertising campaign settings and more tools at their disposal. Automatic strategies The budget is managed automatically and doesn‟t require any effort from the advertiser.
  • 46.
  • 47.
    50 Weekly budget An effectivedistribution of spending on an advertising campaign with a set budget.  the best positions  saves time and money  priority for keyword phrases  takes into account a decrease in consumer activity Advantages: • easy to set up • control expenses Limitations: • loss of a significant part of audience • reduced ad efficiency and price of key queries
  • 48.
    51 Increase capture oftarget audience coverage. Weekly budget: maximum conversion rate  the best positions  saves time and money  priorities by keywords Advantages: • maximum number of conversions • easy to set up • control expenses Limitations: • Available only after installing Metrica counter • Availability only after selecting “Weekly budget” strategy
  • 49.
    52 Average Cost PerClick (CPC) The maximum amount of clicks per week at the average CPC and no larger than the sum designated by the advertiser.  convenient if advertiser has a set CPC in mind  priority for key phrases  ability to limit weekly budget Advantages: • easy customization • determine visit price Limitations: • click quantity and budget size indicators are unpredictable • no ability to consider conversion by key phrases when setting the maximum CPC
  • 50.
    53 Afixedamountofclicksatminimal price. Weekly clickspackage  more than 100 clicks per week  average or maximum bid by click  priority for key phrases Advantages: • easy customization • traffic is even and predictable Limitations: • difficult to forecast CPC and budget size • large quantity of expensive non-target clicks (if the set size is large) • loses part of audience (if the set size is small)
  • 51.
    54 Automatic strategies‟ features Thesystem needs time to reach an optimal level. In the first few days, it‟s possible that set conditions will be rejected. Automatic customization starts over if you disable and then enable Autobudget.
  • 52.
  • 53.
    56 The highest availableposition Impressions in any block in the highest available position. The price per click for each key phrase is set manually.
  • 54.
    57 Cheapest position inad block Ads are shown in the selected block for the minimal price and at the most accessible level in other blocks. The price per click for each key phrase is set manually.
  • 55.
    58 Impression is tothe right of search results Ads are shown only in the guaranteed impressions block. One of two strategies can be selected for this: highest available position or minimum CPC. The price per click for each key phrase is set manually.
  • 56.
    59 Independent management ofsearch and content sites The strategy allows you to split ad management between Yandex Advertising Network‟s content resources and search platforms By enabling the “Independent management” strategy, advertises can set the price for key phrases on YAN‟s content resources (the ad is shown on a platform if the key phrase corresponds to the page‟s content).
  • 57.
  • 58.
    61 Impressions for additionalrelevant phrases Aselectionofadditionalrelevantphrasesareusedinadditiontotheoriginalphrasesset bytheadvertiserstoincreasetargetaudiencecoverage. Additionalphrasesareselectedautomaticallyandareupdatedregularlybasedon collectedstatistics.
  • 59.
  • 60.
    63 Yandex.Direct: RTB This systemcompares bids and CTR of the advertiser‟s keywords with his/her competitors‟ figures. The ads with the best characteristics are placed in the best positions to decrease the price per click.  Individual price for each key phrase.  Advertiser‟s price and key phrase‟s CTR are used in calculation.  Data is collected for analysis for 28 days after the key phrase starts working.  Data on “premium placement” and “guarantee” is collected separately.
  • 61.
  • 62.
    65 Direct Commander The DirectCommander app is installed on the user‟s computer and allows the user to independently customize his/her ad for Yandex.Direct. In a few clicks it‟s possible to:  find a phrase among thousands of phrases  find an ad among hundreds of ads  simultaneously edit many phrases  replace the text or links in many ads
  • 63.
  • 64.
    67 67 Media advertising onYandex An internet advertisement in the form of interactive banners. The advertiser can cover a wider audience and improve his/her brand‟s image. It helps companies to: • increasebrandawareness • createmarketdemand • supportanewproduct‟slaunch • provideinformationsupport
  • 65.
    68 The kind ofmedia ad placement on Yandex depends on the advertiser‟s goals.
  • 66.
  • 67.
    70 Yandex Media ContentBanner A new form of internet advertisement that combines elements of mediaandcontextualadvertising.Onlyinterestedusersaretargeted. It helps companies to: • increase brand awareness • perform niche branding • increasesales
  • 68.
    71 Yandex MCB canbe placed: Next to search results Mail.ru
  • 69.
  • 70.
    73 Yandex.Market The leading productcomparison site. Stores can buy the best position in search results. It helps companies to: • increase sales • provideinformation support
  • 71.
    74 Yandex.Market A list ofstores Similar products Accessories Description of main features Store locations on the map Features – A comparison of prices and buyer reviews about stores and products around Russia. – A database of thousands of product models and sets – Product description by Yandex – Automatic product categorization and identification – Sorting offers by geographic availability – Rigorous control of stores
  • 72.
    75 Yandex.Market audience inRussia is constantly growing. 0 2 4 6 8 10 12 14 16 18 Millionsofusers source: TNS, November 2012
  • 73.
    76 Yandex.Market monthly audiencein Russia consists of more than20 million users. 10% of them use the service every day. source: TNS, January 2013 thousands of people, % of monthly audience In a month: 20 487 In a week: 8 488 (41%) In a day: 1 960 (10%)
  • 74.
  • 75.
  • 76.
  • 77.
  • 78.
    81 Types of Stores Anystore can place their product offers on Yandex.Market, including stores that take orders on their site and retail outlets and sale points. Stores on Yandex.Market are divided into two types: • Online store (sell goods on the site) • Physical stores (goods are only sold in-store) Online stores may have the following kinds of points of sale: • Pick-up point (pick-up point where customers can pick up their order) • Physical store (a regular store where customers can come and buy goods) • Physical store and pick-up point
  • 79.
    82 The offer canbe suspended for a few reasons: • Unacceptable quality • Similar characteristics among stores • Other problems with quality • Site is temporarily unavailable Automatic check: • Products with a low relative conversion rate • Site‟s efficiency Before advertisers can place their ads, Yandex.Market Quality Control Service checks the advertiser.
  • 80.
    83 Yandex.Market: assessment andreviews Users‟ reviews are published on Yandex.Market and create the store‟s rating. A user can assess the level of service and add their own comments.
  • 81.
    84 Ratings allow usersto assess a store‟s level of service and quality of work. Ratings are based on buyers‟ assessments and reviews. The ratings start working 30 days after the first ad placement. Yandex.Market: Ratings
  • 82.
  • 83.
    86 Yandex.Directory The largest catalogof organizations and mapping service on Runet. It helps companies to: • increase sales • provideinformation support
  • 84.
    87 – The largestmapping service in Russia with geolocational information. – The “vCard”„ contains the company‟s contact information, address, website, and other information.. – Mobile versions of the service are available. – The best positions for companies that users are interested in. – An additional advertisement and contact information on the selected company‟s card are shown on the map. Features Yandex.Business Directory Best Positions Advertisement
  • 85.
    88 Yandex.Maps Audience Yandex.Maps isthe most popular mapping service on Runet, its monthly audience is around 16 million users. 0 2 4 6 8 10 12 14 16 18 20 Sep2… Oct.2… Nov.… Dec.… Jan.2… Feb.… Mar.… Apr.2… May.… June.… July.… Aug.… Sep.… Oct.2… Nov.… Dec.… Jan.2… Feb.… Mar.… Apr.2… May.… June.… July.… Aug.… Sep.… Oct.2… Nov.… Dec.… MillionsofUsers monthly audience source: TNS, January 2013
  • 86.
    89 Priority Placement Priority placement(in Yandex search results or Yandex maps) helps a company to stand out from the crowd of similar organizations. Priority placement is possible for:  Separate branches/locations  The whole chain It is also possible to edit ads for separate branches/locations.
  • 87.
  • 88.
  • 89.
    92 Advertising on thecompany‟s vCard
  • 90.
  • 91.
  • 92.
  • 93.
  • 94.
    Part V. Kindsof Targeting
  • 95.
    98 Kinds of Targetingon the Internet • Search • Content • Behavioral • Geographic and Time • Socio-demographic
  • 96.
    99 Targeting Yandex Services Direct Media Market Business Directory •search • content • behavioral • geographicandtime • socio-demographic • content MCB • search • content • geographicandtime • geographicandtime • geographicandtime
  • 97.
    100 Ads are shownonly to users who are looking for something specific. Advantages: - Users are involved in the process. - High probability that users will respond to the ad. Features: - The potential audience with similar interests is not covered. Search Targeting
  • 98.
    101 Ads are shownonly on a site with specific content. Advantages: - Users are interested in their own right - Wide coverage of audience Features: - If the content is too wide, the target audience may not be completely covered. Content targeting
  • 99.
    102 Ads are shownonly to users who have expressed prior interest in the given subject. Behavioral Targeting Advantages: - An increased amount of contacts with an interested audience improves effectiveness. Features: - If it tries too hard, the ad will seem too intrusive.
  • 100.
    103 Geographical and TimeTargeting Ads are shown only to users of a set region and at a set time. Advantages: - It effectively cuts out unnecessary audience. Features: - The unnecessary audience is cut out rather broadly and doesn‟t allow a more precise targeting.
  • 101.
    104 Ads are shownonly to users who meet set socio-demographic criteria. Advantages: - It‟s convenient to use if the target audience is determined in socio- demographic terms. - Different creative ads can be displayed to different social groups. Features: - The real target audience and the model target audience don‟t completely coincide: there‟s a risk of cutting out a necessary audience. Socio-Demographic Targeting Homepage CardsJob Timetables Auto Money Market Maps and traffic Dictionaries Video Music Games Services Afisha Photos Mail Weather TV News Younger Older Men Women
  • 102.
  • 103.
  • 104.
    107 Yandex.Metrica This is atool for assessing traffic, analyzing users‟behavior and assessing an ad campaign‟s effectiveness.
  • 105.
    108 Yandex.Metrica Metrica allows theowner of an online store, for example, to assess revenue and the activity of the site‟s users.
  • 106.
    109 Metrica Reports: Trafficgroup These reports are created to analyze a site‟s traffic for a given period. The group includes reports on:  Users‟ engagement with site  Load on the site  Number of visits per user  Visit frequency  Time elapsed since the first visit  Time elapsed since the penultimate visit
  • 107.
    110 Metrica Reports: Sourcesgroup These reports analysis sources of site traffic. They include: • A general report • A report on sites • A report on search engines • A report on search phrases • A report on advertising systems • Reports on Direct • A “Tags” report
  • 108.
    111 Metrica Reports: Contentgroup These reports analyze the degree of users interest in the site’s content. They include:  A Popular report  A Log-on Page report  A Log-out Page report  A Title Page report  A URL Parameters report  A “Share” button report  An External Links report  A Download Files report  A Visit Parameters report  An Online Store report
  • 109.
    112 Metrica Reports: Webvisor Webvisorallows Yandex.Metrica users to analyze user behavior on their site by replaying their actions. A detailed analysis of user behavior helps to identify problems with navigation, logic, and usability, and as a result, to increase the site‟s conversion rate.
  • 110.
    113 Metrica Reports: Geography Metricaregisters a user as belonging to this or that geographical region.
  • 111.
    114 Metrica Reports: Demographicgroup This report shows consolidated data on age-sex and allows comparison of the age structure of users of both sexes.
  • 112.
    115 Metrica Reports: Behaviorgroup This group‟s reports analysis the characteristics of users‟ behavior on a site. They include:  A Click Path analysis  A Link Map  A Click map
  • 113.
    116 Metrica Reports: Computersgroup The Metrica Counter gathers data on the technical characteristics of site users‟ computers. Information is presented in respective reports on operating systems and users‟ browsers, display resolution and the presence and versions of Flash plug-ins, Java, and .NET. They include:  A Computers report  A Mobile Devices report  A JavaScript presence report  A Cookies presence report  A Silverlight Version report
  • 114.
    117 Metrica Reports: CallsReports In these reports, data is collected on phone calls from users stemming from Yandex contextual advertising. They include:  Asummary report  Adetailed report  Call distribution by hour
  • 115.
    118 Metrica Reports: Monitoring Metricacollects information on the site and any occurring errors, making a special report on them.
  • 116.
    119 Report Wizard The ReportWizard is a tool for building user reports.
  • 117.
  • 118.
    121 Yandex.Wordstat This is aninstrument that shows statistics for search queries and gives a provisional forecast for the monthly amount of queries for a keyword.  Keyword or key phrase  Geographic region  Other queries for the viewed topic  Query forecast
  • 119.
    122 Yandex.Wordstat allows usersto estimate seasonal fluctuation.
  • 120.
    123 Yandex.Wordstat shows aquery‟s regional popularity – places where the topic is must relevant.
  • 121.
    124 Yandex.Wordstat shows theproportion of each region in the overall amount of page displays by keyword queries. The statistics are shown for the whole world, Russia, Belarus, and Ukraine.
  • 122.
    125 Yandex.Wordstat statistics helpestimate the possible size of an ad campaign‟s monthly budget.
  • 123.
    Preston Carey Business DevelopmentDirector +1 857.288.8762 preston.carey@yandex.ru @prestoncarey Thank you

Editor's Notes

  • #2 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #3 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #4 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #5 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #6 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #9 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #10 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #11 Соблюдайте поля сверху и слева, а также расстояние от подзаголовка до основного содержания (при клике на слайд отобразятся направляющие, ограничивающие поле для него). Расстояние до правой границы слайда и между нижним колонтитулом и основным содержанием строго не регламентировано, просто старайтесь оставлять побольше воздуха в композиции.В нижнем колонтитуле слайда указывается его номер и название главы, к которой он относится, либо же, если презентация не содержит глав, просто ее название. Чтобы курсор перешел на нужное расстояние от номера к названию — нажмите клавишу Tab.
  • #13 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #14 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #15 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #16 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #17 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #18 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #19 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #23 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #24 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #26 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #27 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #28 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #29 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #30 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #31 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #32 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #33 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #34 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #36 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #37 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #39 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #40 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #41 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #42 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #43 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #67 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #68 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #69 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #70 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #71 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #72 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #73 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #74 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #76 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #86 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #100 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #107 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #121 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #122 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #123 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #124 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #125 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #126 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • #127 Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.