Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
THE POTENTIAL GROWTH OF INTERNET MEDIA Online in Russia Razova Yulia
INTERNET IN RUSSIA: MODERN HISTORY <ul><li>1994 – 1998 </li></ul><ul><ul><li>From .SU to .RU  -  first digital steps and l...
RUSSIAN DIGITAL POPULATION (18+) 37.5 mln  people online in Russia 28.5 mln  urban people online in Russia Every third per...
TWO CAPITALS ONLINE (12+) Popular Dominant media Technological Accessable Internet penetration 60% 56% 12-24 Internet pene...
RUSSIAN DIGITAL POPULATION (18+): REGIONAL SPLIT  Regions are the points of growth now since Moscow and St. Pete are highl...
MEDIA CONSUMPTION: MINUTES PER WEEK <ul><li>Internet is the only growing media in terms of time spent per week in Russia. ...
INTERNET IN RUSSIA (100 000+): TYPES OF ACCESS Dial Up Broadband WAP/GPRS Only 17% of Russian Internet users have dial up ...
RUSSIAN INTERNET USER PROFILE 51% men 49% women Active age groups (18-34 – core; 34-44 active growth ) White collars, spec...
INTERNET: TOP 10 RU SITES (MONTHLY  REACH) Russia Moscow St. Petersburg
KEY ONLINE TRENDS <ul><ul><li>Ad serving systems development // Personalized Web 2.0 </li></ul></ul><ul><ul><li>Online res...
INTERNET IN RUSSIA: INFLUENCE OF RECESSION Internet is the only media that keeps growing at the moment in Russia <ul><ul><...
MARKET TRENDS AND FORECASTS 6/19/2009
INTERNET ADVERTISING   BILLINGS   – ACTUAL AND EXPECTED   * <ul><li>2008 Internet billings had made 14.7 bln RUR which is ...
INTERNET ADVERTISING: DISPLAY  VS.  SEARCH <ul><li>2007 was the year of highest display growth due to FMCG advertisers inc...
INTERNET IN RUSSIA VS OTHER COUNTRIES:  ONLINE’ SHARE IN MEDIA MIX
INTERNET IN RUSSIA 1H’09: DISPLAY ADVERTISING SPENDS BY CATEGORIES (%) Automotive category has increased its display share...
SOCIAL MEDIA <ul><li>Local Market Update and Options </li></ul>6/19/2009
TOP 5 SOCIAL NETS WORLDWIDE <ul><li>4 rank in Alexa.com international sites rating </li></ul><ul><li>Users age group – 18 ...
SOCIAL NETWORKS IN RUSSIA Young and technology oriented Mature and services oriented Close to portal profile
SOCIAL NETWORKS IN RUSSIA: ADVERTISING OPPORTUNITIES <ul><li>Media Advertising </li></ul><ul><ul><li>Standard banners </li...
MEDIA ADVERTISING
INTEGRATION
GROUPS Nokia group within Vkontakte.ru: More than 1 000 000 members
APPLICATIONS Nokia Photo application within Vkontakte.ru
THANK YOU!
Upcoming SlideShare
Loading in …5
×

Развитие интернет как медиа, 5 курс, 7 группа (маркетинг)

443 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Развитие интернет как медиа, 5 курс, 7 группа (маркетинг)

  1. 1. THE POTENTIAL GROWTH OF INTERNET MEDIA Online in Russia Razova Yulia
  2. 2. INTERNET IN RUSSIA: MODERN HISTORY <ul><li>1994 – 1998 </li></ul><ul><ul><li>From .SU to .RU - first digital steps and launches </li></ul></ul><ul><li>1999 – 2000 </li></ul><ul><ul><li>Media of Freedom – Politics find digital space proper for PR wars. Mass-media and news projects launches </li></ul></ul><ul><li>2001 – 2006 </li></ul><ul><ul><li>Electronic Russia – Government goes online, Putin carries out his first online conference. Internet shows stable growth as media and advertising channel </li></ul></ul><ul><li>2006 – 2009 </li></ul><ul><ul><li>Social Media Era – Blogs, Forums, Social Networks and Content Exchange projects show fastest ever growth </li></ul></ul><ul><li>1990 </li></ul><ul><ul><li>Soviet Internet appears </li></ul></ul>
  3. 3. RUSSIAN DIGITAL POPULATION (18+) 37.5 mln people online in Russia 28.5 mln urban people online in Russia Every third person in Russia is INTERNET USER Every second person in Russia who live in 100 000+ city is INTERNET USER
  4. 4. TWO CAPITALS ONLINE (12+) Popular Dominant media Technological Accessable Internet penetration 60% 56% 12-24 Internet penetration 93% 91% Broadband share 86% 88% Web access from Home Office Wi-Fi points Home Office Wi-Fi points
  5. 5. RUSSIAN DIGITAL POPULATION (18+): REGIONAL SPLIT Regions are the points of growth now since Moscow and St. Pete are highly digital Ural, 8% (2.7 mln ) The Far East, 4% (1.5 m ) Siberia, 11% (3.7 m ) Volga region, 18% (6.3 m ) South, 12% (3.9 m ) Central (not incl. Moscow), 18% (6.0 m) North-Western region, 13% (4.5 m ) Moscow, 15% (5.2 m )
  6. 6. MEDIA CONSUMPTION: MINUTES PER WEEK <ul><li>Internet is the only growing media in terms of time spent per week in Russia. </li></ul><ul><li>Since TV and radio broadcasting became available online (via Youtube, Internet TV, LastFm, etc) most people perfered web as most flexible and convenient channel </li></ul>
  7. 7. INTERNET IN RUSSIA (100 000+): TYPES OF ACCESS Dial Up Broadband WAP/GPRS Only 17% of Russian Internet users have dial up access at home 78% of users in Russia have broadband web access at home 27% use mobile phone to access web when they are out of computer. 5% use mobile Internet every day Will be almost gone till 2012 Dominant type of access Beardless media access (anytime anyplace)
  8. 8. RUSSIAN INTERNET USER PROFILE 51% men 49% women Active age groups (18-34 – core; 34-44 active growth ) White collars, specialists living in the cities 100 000+ Every day users Home access is dominant Have more than a 3 years of web experience
  9. 9. INTERNET: TOP 10 RU SITES (MONTHLY REACH) Russia Moscow St. Petersburg
  10. 10. KEY ONLINE TRENDS <ul><ul><li>Ad serving systems development // Personalized Web 2.0 </li></ul></ul><ul><ul><li>Online research and measurements development </li></ul></ul><ul><ul><li>Market consolidation </li></ul></ul><ul><ul><li>Broadband growth </li></ul></ul>New formats & video ad Long-term nego tactics New targeting options Online tracking
  11. 11. INTERNET IN RUSSIA: INFLUENCE OF RECESSION Internet is the only media that keeps growing at the moment in Russia <ul><ul><li>Investments growth up to 5% (1H’2009 results) </li></ul></ul><ul><ul><li>Inventory growth up to 40% </li></ul></ul><ul><ul><li>Audience growth up to 17% </li></ul></ul>Traditional media players moved towards web starting to develop the digital projects <ul><ul><li>Print media is suffered a lot form recession and most publishers concentrated on digital versions and start ups (Slon.ru, Snob.ru, etc) </li></ul></ul><ul><ul><li>TV channels started to distribute their content online and developed their own portals (Vesti) </li></ul></ul>Government focused on web development as the media <ul><ul><li>Regional development – local provides control in order to minimize Internet access costs </li></ul></ul><ul><ul><li>Electronic document flow testing within the municipal structures </li></ul></ul><ul><ul><li>Free Internet within educational institutes </li></ul></ul><ul><ul><li>Top local players control and support (Begun and Google deal cancelation) </li></ul></ul>
  12. 12. MARKET TRENDS AND FORECASTS 6/19/2009
  13. 13. INTERNET ADVERTISING BILLINGS – ACTUAL AND EXPECTED * <ul><li>2008 Internet billings had made 14.7 bln RUR which is 56% more than 2007 result. Search holds 60% of total web advertising </li></ul><ul><li>In despite of crisis Internet media is expected to show 5% growth in 2009 </li></ul>
  14. 14. INTERNET ADVERTISING: DISPLAY VS. SEARCH <ul><li>2007 was the year of highest display growth due to FMCG advertisers increase. </li></ul><ul><li>Display is preliminary web instrument for brands and awareness building campaigns </li></ul><ul><li>Search incredible growth came from small and medium business who are the key search advertisers. </li></ul><ul><li>Search is key instrument for sales pushing campaigns. </li></ul>
  15. 15. INTERNET IN RUSSIA VS OTHER COUNTRIES: ONLINE’ SHARE IN MEDIA MIX
  16. 16. INTERNET IN RUSSIA 1H’09: DISPLAY ADVERTISING SPENDS BY CATEGORIES (%) Automotive category has increased its display share up to 30% (2008 -1’H result – 24%)
  17. 17. SOCIAL MEDIA <ul><li>Local Market Update and Options </li></ul>6/19/2009
  18. 18. TOP 5 SOCIAL NETS WORLDWIDE <ul><li>4 rank in Alexa.com international sites rating </li></ul><ul><li>Users age group – 18 – 34 </li></ul><ul><li>Av. Time spent per day – 26.3 min </li></ul><ul><li>11 rank in Alexa.com international sites rating </li></ul><ul><li>Users age group – 18 – 34 </li></ul><ul><li>Av. Time spent per day – 26.3 min </li></ul><ul><li>33 rank in Alexa.com international sites rating </li></ul><ul><li>Users age group – 18 – 24 </li></ul><ul><li>Av. Time spent per day – 36.8 min </li></ul><ul><li>36 rank in Alexa.com international sites rating </li></ul><ul><li>Users age group – 18 – 24 </li></ul><ul><li>Av. Time spent per day –22.3 min </li></ul><ul><li>44 rank in Alexa.com international sites rating </li></ul><ul><li>Users age group – 18 – 34 </li></ul><ul><li>Av. Time spent per day – 42.7 min </li></ul>USA USA Russia USA Brazil
  19. 19. SOCIAL NETWORKS IN RUSSIA Young and technology oriented Mature and services oriented Close to portal profile
  20. 20. SOCIAL NETWORKS IN RUSSIA: ADVERTISING OPPORTUNITIES <ul><li>Media Advertising </li></ul><ul><ul><li>Standard banners </li></ul></ul><ul><ul><li>Special formats (Odnoklassniki, My.mail.ru) </li></ul></ul><ul><li>Integration </li></ul><ul><ul><li>Brand elements integration into network services (as gifts) </li></ul></ul><ul><li>Groups </li></ul><ul><ul><li>Brand groups development and support (loyalty building and BTL support) </li></ul></ul><ul><li>Applications </li></ul><ul><ul><li>Branded applications launch within social network </li></ul></ul><ul><ul><li>Brand integration within already existing and popular applications </li></ul></ul>
  21. 21. MEDIA ADVERTISING
  22. 22. INTEGRATION
  23. 23. GROUPS Nokia group within Vkontakte.ru: More than 1 000 000 members
  24. 24. APPLICATIONS Nokia Photo application within Vkontakte.ru
  25. 25. THANK YOU!

×