RUSSIA YET OTHER DIGITAL LANDSCAPE

Transcription

1 , Madrid, Spain OMExpo Congress RUSSIA YET OTHER DIGITAL LANDSCAPE OMElnitskiy Boris President IAB Russia

2 Content What is the IAB? Russia in numbers Digital Landscapes Russian Market Digital Ecosystem Social Media Landscape Search Landscape How to get Russian customers Sourсes and references Contacts 2012, The Interactive Advertising Bureau p 2

3 WHAT IS THE IAB? 2012, The Interactive Advertising Bureau p 3

4 l IAB - Interactive Advertising Bureau l IAB is a Trade Association of digital advertising market participants l Established - IAB USA (1996); IAB Europe (1998); IAB Spain (2000); IAB Russia (2010) l Company headquarters: New York, Brussels Further information: USA: Europe: Spain: , The Interactive Advertising Bureau p 4

5 THE IAB MISSION 2012, The Interactive Advertising Bureau GROWTH The Interactive Advertising Bureau is dedicated to the growth of the interactive advertising marketplace, of interactive s share of total marketing spend, and of our members share of total marketing spend. p 5

6 GLOBAL PRESENCE, GLOBAL PARTNERS 44 Countries USA: over 460 companies, with share 86% on the market Europe: over 5500 companies on 30 markets 2012, The Interactive Advertising Bureau

7 IAB SPAIN 152 members represent 95% of the market Main activities in Spain are: Research: 12 different reports in 2012 Education: every month courses: wholesocial (Social Media), IAB University, Master Events: Inspirational Festival, Seminars with the association of advertisers Standards development Mobile marketing Public affairs Further information: The Interactive Advertising Bureau p 7

8 IAB RUSSIA July, 2010: IAB Russia was organized Mart, 2011: The beginning of operational activity December, 2011: 15 active members The Interactive Advertising Bureau p 8

9 PHILOSOPHY OF IAB RUSSIA Transparency and frankness of relations Out of politics atmosphere Balanced positioning of various market participants Focus on the industry needs MISSION OF IAB RUSSIA Integration of Russian market into the world digital advertising market Two-way exchange of information and experience Distribution of digital advertising standards to Russia Provision of infrastructure for communication with foreign counterparts Developing projects for demonstration of market potential in Russia The Interactive Advertising Bureau p 9

10 RUSSIA IN NUMBERS 2012, The Interactive Advertising Bureau p 10

11 TOP 10 EUROPEAN MARKETS DIGITAL AD SPEND (2010/2009) Source: IAB Europe AdEx-2010 Report p 11

12 MARKET OF INTERACTIVE ADVERTISING Euro Search/ PPC Display Total in 2011: 1,022 bln. 63,4% - Search/PPC 36,6% - Display Roubles, Bln 50,00 40,00 30,00 20,00 10,00 0, Sources: 2012, ACAR Report, Total in 2011: 900 mln 51% - Search/PPC 49% - Display+Classifides IAB Spain, PWC p 12

13 RUSSIAN ADVERTISING MARKET Segment\Year TV Air Cable/sat RADIO PRINT MEDIA Newspapers Magazines Classifides , , , ,76 OUTDOOR INTERNET Display Search/PPC REST of media Indoor ads Cinema ad Total ATL Source: , ACAR Report p 13

14 SHARES OF MEDIA ON RUSSIAN AD MARKET 11 13,0% 2-nd place 15,9% 1,6% 49,7% TV RADIO PRINT MEDIA OUTDOOR 15,3% 4,5% INTERNET REST of media Source: 2011, ACAR Report Internet share: 16,3% (IAB Spain, PWC) p 14

15 AUDIENCE Russia The largest market in Europe for the audience. Internet penetration: 36-42% Internet penetration: 57,6% (population 14+) Source% EGM Source: 2011 Sep, comscore Media Mertix p 15

16 DIGITAL LANDSCAPES p 16

17 EUROPIEN LANDSCAPE p 17

18 Key Media Properties Source: IAB Europe AdEx-2010 Report, comscore p 18

19 p 19 RUSSIAN LANDSCAPE

20 Key Media Properties AdMarket Share 11 IAB Russia Expert estimation 12,0% 47,0% 6,0% 16,0% 5,0% 7,0% 2,5% Source: IAB Europe AdEx-2010 Report, comscore p 20

21 RUSSIAN MARKET DIGITAL ECOSYSTEM Graphic map with key sectors, processes and players in the field of digital marketing in Russia. 2012, The Interactive Advertising Bureau p 21

22 p 22

23 Social Media Landscape Social networks in Spain: 1. Facebook 2. Youtube 3. Tuenti 4. Twitter (source: IAB Spain. November 2011). Source: vincos.it, Alexa p 23

24 SOCIAL NETWORKS RANK Source: vincos.it, Alexa p 24

25 Search Landscape 62-64% 24-26% Source: LiveInternet.ru p 25

26 HOW TO GET RUSSIAN CUSTOMERS 1. Use a direct relationship with key players: media and services Through on-line interface Through sales department and account manager Through the local office 2. Contact your local reseller or partner of the Russian company. Or. become a reseller yourself. 3. Use the services of a global advertising agency 2012, The Interactive Advertising Bureau p 26

27 Source: TNS Web Index, 2012 Jan TOP-20 INTERNET PROPERTIES JAN 12, RUSSIA, CITY AUDIENCE , YEARS OLD Daily, average 000 Monthly 000 Yandex, 35 projects Mail.ru (31 Mail.Ru, 31 projects проект) Яндекс (35 Yandex, 35 projects проектов) Vkontakte.ru Google(ru+com) Odnoklassniki.ru Vk.com Youtube.com Wikipedia.org LiveJournal.com Rambler (24 проекта) Facebook.com Avito.ru Biglion.ru Fotostrana.ru Kinopoisk.ru т.ч т.ч т.ч т.ч т.ч т.ч т.ч т.ч т.ч т.ч т.ч т.ч т.ч т.ч т.ч. LiveInternet.ru Gismeteo.ru Qip.ru Marketgid.com Letitbit.net т.ч т.ч т.ч т.ч т.ч. Site centric panel User centric panel

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29 - IAB Russia member English-language interface, credit card payment, customer service in English. Sales office in Lucerne, Switzerland press_releases/2012/ xml p 29

30 - IAB Russia member In your Google AdWords account start another separate advertising campaign with location targeting to Russia. Your ads should be in Russian, use the help of a Russian speaking specialist. adwords.google.com p 30

31 - IAB Russia member Consultations and customer service in English. Through exclusive seller Index20 p 31

32 Respond to inquiries in English language p 32

33 English and Spanish language interface, credit card payment, customer service in English. p 33

34 Rutube is one of the leading Russian Internet companies and Russian largest video portal. IAB Russia member Contact us: +7 (495) , Number of viewes World Russia Visitors of Rutube Overview information The Rutube s player supports VAST 2.0 We are offering pre-roll, post-roll and display banners Special projects can be combined: from custom buttons to competitions

35 Gazprom-Media Digital - Sales House which is an expert in video advertising } Exclusive selling of 16 major video portals 50% of professional video content unique video viewers (UVV)* 80% of total Runet UVV pre-rolls and post-rolls* Main features: 1. Great reach of Russian online video viewers 2. Advertising campaign targeting on professional video content (Russian and world-wide majors) 3. Deep knowledge of video users behavior for campaign targeting 4. Compliance with IAB standards Advertising formats: pre-roll, mid-roll, post-roll, pause-banner, overlay Market share 2012: 40% of video advertising market Natalia Dmitrieva, CEO, ndmitrieva@gpm-digital.com contacts { Irina Mysina, Commercial director, imysina@gpm-digital.com * TNS Web Index, december 2011

36 SOURСES AND REFERENCES 1. IAB sites USA: Europe: Spain: Russia: 2. ADEX 2010 EUROPEAN ONLINE ADVERTISING EXPEDITURE 3. Interact Congress in Barcelona on the 30th-31st May ACAR Report Russian Advertising market 2011, 2010, 2009, Central Bank of Russia Average Exchange Rates for comscore Releases Overview of European Internet Usage in September comscore_releases_overview_of_european_internet_usage_in_september_ TNS Web Index, 2012 Jan 8. Russian Market Digital Ecosystem 9. World Map of Social Networks , The Interactive Advertising Bureau p 36

37 CONTACTS: = Boris Omelnitskiy President IAB Russia bao@iabrus.ru skype: baoizm twitter: baoizm , The Interactive Advertising Bureau p 37