Russia – yet other Digital Landscape

2012.03.22, Madrid, Spain
OMExpo Congress

RUSSIA – YET OTHER
DIGITAL LANDSCAPE

OMElnitskiy Boris
President IAB Russia

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

p2
© 2012, The Interactive Advertising Bureau

WHAT IS THE IAB?

p3

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: www.iab.net
Europe: www.iabeurope.eu
Spain: www.iabspain.net

p4

THE IAB MISSION…

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.

p5

GLOBAL PRESENCE, GLOBAL PARTNERS

44 Countries
USA: over 460 companies, with share 86% on the market
Europe: over 5500 companies on 30 markets

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: www.iabspain.net

p7
The Interactive Advertising Bureau

IAB RUSSIA

July, 2010:
IAB Russia was organized
Mart, 2011:
The beginning of operational activity
December, 2011:
15 active members

p8


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

p9

RUSSIA IN NUMBERS

p 10

TOP 10 EUROPEAN MARKETS
DIGITAL AD SPEND (2010/2009)

p 11
Source: IAB Europe AdEx-2010 Report

MARKET OF INTERACTIVE ADVERTISING

Euro Total in 2011:
€ 1200000 000 €1,022 bln.
€ 1000000 000

€ 800000 000
63,4% - Search/PPC
€ 600000 000
36,6% - Display
€ 400000 000 Search/
PPC
€ 200000 000 Display

€ 0
2008 2009 2010 2011

Roubles, Bln
50,00

40,00 Total in 2011:
30,00 € 900 mln
20,00

10,00 51% - Search/PPC
0,00 49% - Display+Classifides
2008 2009 2010 2011

IAB Spain, PWC

p 12
Sources: 2012, ACAR Report,

RUSSIAN ADVERTISING MARKET
SegmentYear
2008
2009
2010
2011

TV
€
3
232
954
255
€
2
183
456
429
€
2
751
427
862
€
3
205
285
050

Air
€
3
202
696
223
€
2
154
650
935
€
2
711
696
052
€
3
153
902
618

Cable/sat
€
30
258
031
€
28
805
494
€
39
235
163
€
52
850
502

RADIO
€
349
131
129
€
203
558
823
€
255
773
529
€
288
720
333

PRINT
MEDIA
€
1
752
638
268
€
806
553
826
€
943
630
494
€
988
500
122

Newspapers
€
304
907
853
€
165
151
498
€
203
625
528
€
215
316
858

Magazines
€
816
966
842
€
387
913
983
€
454
432
580
€
484
462
931

Classiﬁdes
630763573,05
253488345,30
283089148,25
288720332,76

OUTDOOR
€
1
066
013
714
€
524
259
987
€
737
521
728
€
839
246
391

INTERNET
€
409
647
191
€
366
789
954
€
665
507
822
€
1
022
755
077

Display
€
172
238
024
€
147
868
201
€
260
740
005
€
374
357
720

Search/PPC
€
237
409
168
€
195
877
358
€
404
767
817
€
648
397
357

REST
of
media
€
74
481
308
€
49
929
523
€
76
980
382
€
100
318
082

Indoor
ads
€
58
188
521
€
40
327
691
€
59
597
715
€
78
297
039

Cinema
ad
€
16
292
786
€
9
601
831
€
18
624
286
€
22
755
077

Total
ATL
€
6
884
865
864
€
4
134
548
541
€
5
430
841
818
€
6
444
825
055

p 13
Source: 2008-2011, ACAR Report

SHARES OF MEDIA ON
RUSSIAN AD MARKET ‘11
2-nd place
15,9% 1,6%
49,7% TV

13,0% RADIO

PRINT
MEDIA

OUTDOOR

INTERNET

15,3% REST of
media
4,5%

Internet share: 16,3%
(IAB Spain, PWC)

p 14
Source: 2011, ACAR Report

AUDIENCE

Russia –
The largest market
in Europe for the
audience.

Internet penetration:
36-42%

Internet penetration:
57,6% (population 14+)
Source% EGM

p 15
Source: 2011 Sep, comScore Media Mertix

DIGITAL LANDSCAPES

p 16

EUROPIEN LANDSCAPE

p 17

Key Media Properties

p 18
Source: IAB Europe AdEx-2010 Report, comScore

RUSSIAN LANDSCAPE

p 19

Key Media Properties

AdMarket Share’11

IAB Russia
Expert estimation
12,0%

47,0%

6,0%

16,0%

5,0%

7,0%

2,5%

p 20
Source: IAB Europe AdEx-2010 Report, comScore

RUSSIAN MARKET
DIGITAL ECOSYSTEM

Graphic map with key sectors, processes and
players in the field of digital marketing in
Russia.

p 21

Social Media Landscape

Social networks in Spain:
1.  Facebook
2.  Youtube
3.  Tuenti
4.  Twitter
(source: IAB Spain.
November 2011).

p 23
Source: vincos.it, Alexa

SOCIAL NETWORKS RANK

p 24
Source: vincos.it, Alexa

Search Landscape

62-64%

24-26%

p 25
Source: http://analyzethis.ru/ , LiveInternet.ru

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

p 26

TOP-20 INTERNET PROPERTIES
JAN‘12, RUSSIA, CITY AUDIENCE 100 000+, 12-54 YEARS OLD
Daily, average ‘000 Monthly ‘000
Mail.ru (31
Mail.Ru, 31 projects 30 452 т.ч.
Yandex, 35 projects проект)
Яндекс (35
Yandex, 35 projects 30 358 т.ч.
проектов)
Vkontakte.ru 25 458 т.ч.

Google(ru+com) 23 720 т.ч.

Odnoklassniki.ru 21 648 т.ч.

Vk.com 21 529 т.ч.

Youtube.com 21 171 т.ч.

Wikipedia.org 19 753 т.ч.

LiveJournal.com 14 960 т.ч.
Rambler (24
13 969 т.ч.
проекта)
Facebook.com 13 527 т.ч.

Avito.ru 12 710 т.ч.

Biglion.ru 12 507 т.ч.

Fotostrana.ru 10 639 т.ч.

Kinopoisk.ru 10 287 т.ч.

LiveInternet.ru 10 278 т.ч.
Site–centric
8 995 т.ч. panel
Gismeteo.ru

Qip.ru 8 945 т.ч.
User–centric
Marketgid.com 8 874 т.ч. panel
Letitbit.net 8 870 т.ч.

Source: TNS Web Index, 2012 Jan

- IAB Russia member

English-language interface, credit card
payment, customer service in English.

http://advertising.yandex.com/
http://direct.yandex.com/

Sales office in Lucerne, Switzerland
http://company.yandex.com/press_center/
press_releases/2012/2012-03-12.xml

p 29

- 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

- IAB Russia member

Consultations and customer service in English.

Through exclusive seller Index20
http://www.index20.ru/en/
contact@index20.ru

p 31

Respond to inquiries in English language
sales@corp.mail.ru

p 32

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

http://vk.com/ads?section=target

p 33

Rutube – is one of the leading Russian Internet companies
and Russian largest video portal. IAB Russia member
Contact us: +7 (495) 780-60-39, partners@gpm-digital.com

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

Gazprom-Media Digital
-  Sales House which is an expert in video advertising

}
Exclusive selling of 16 major video portals
50% of professional video content
17 500 000 unique video viewers (UVV)*
80% of total Runet UVV
200 000 000 pre-rolls
and 60 000 000 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
contacts { Natalia Dmitrieva, CEO, ndmitrieva@gpm-digital.com
Irina Mysina, Commercial director, imysina@gpm-digital.com
* TNS Web Index, december 2011

SOURСES AND REFERENCES
1. IAB sites
USA: www.iab.net Europe: www.iabeurope.eu Spain: www.iabspain.net Russia: www.iabrus.ru

2. ADEX 2010 EUROPEAN ONLINE ADVERTISING EXPEDITURE
http://iabspain.net/descargas/descarga.php?id=166

3. Interact Congress in Barcelona on the 30th-31st May 2012
http://www.interactcongress.eu/

4. ACAR Report Russian Advertising market 2011, 2010, 2009, 2008
http://www.akarussia.ru/press_centre/news/id1864
http://www.akarussia.ru/knowledge/market_size/id457

5. Central Bank of Russia Average Exchange Rates for 2011
http://www.cbr.ru/statistics/print.aspx?file=credit_statistics/ex_rate_ind_11.htm&pid=svs&sid=analit

6. comScore Releases Overview of European Internet Usage in September 2011
http://www.comscore.com/Press_Events/Press_Releases/2011/11/
comScore_Releases_Overview_of_European_Internet_Usage_in_September_2011

7. TNS Web Index, 2012 Jan
http://www.tns-global.ru/rus/data/ratings/index/index.wbp

8. Russian Market Digital Ecosystem www.iabrus.ru/des

9. World Map of Social Networks
http://vincos.it/wp-content/uploads/2011/12/WMSN1211-860.png
http://vincos.it/world-map-of-social-networks/
http://vincos.it/wp-content/uploads/2011/12/social_networks_classifica.png

p 36

CONTACTS:

Boris Omelnitskiy
President IAB Russia
bao@iabrus.ru
skype: baoizm
= twitter: baoizm

www.iabrus.ru

p 37

Russia – yet other Digital Landscape

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