The role of the professional community Interactive Advertising Bureau (IAB) in the development of the market. Interactive Advertising Trends 2014: Mobile Ad, Programmatic, Big Data, Digital Video Ad, Viewable Impressions (3MS), Multi Channels Communications and Automation. View from Russia to the Baltic region.

1. Interac(ve
Adver(sing
Trends
in
USA,
Europe
and
Russia
Boris
Omelnitskiy,
IAB
Russia
President
23.10.2014,
Riga,
Latvia,
iLiveConference

2. IAB – Interactive Advertising Bureau
• Global
public
organiza/on
uni/ng
par/cipants
of
the
interac/ve
adver/sing
industry
worldwide.
• IAB
works
in
42
countries
on
4
con/nents.
• The
na/onal
branch
of
the
IAB
are
independent
organiza/ons
and
are
managed
by
local
members.

3. IAB
Mission
is
Growth
Professional
community
of
IABs
works
for
interac/ve
adver/sing
market
development
• Standards
• Research
• Educa/on
• Events
• Self
Regula/on
• Interna/onal
Coopera/on
www.IAB.net

4. IAB
Russia
-­‐
29
members
October,
2009:
IAB
Russia
was
established
March,
2011:
The
beginning
of
opera/on
ac/vity
www.IABRUS.ru

5. TRENDS
2014

6. Source:
chiefmartec.com

7. 1. Mobile
Adver(sing
2. Programma(c
(RTB,
Private
Deals)
3. Big
Data
4. Digital
Video
Adver(sing
5. Viewable
Impressions
(3MS)
6. Cross
Channels
Communica(ons
7. Automa(on

8. Mobile
Adver/sing
Ad
Formats
Share
24%

9. Mobile
Adver/sing
Defini/on
A
d
v
er/sing
tailored
to
and
delivered
through
wireless
mobile
devices
such
as
smartphones
(e.g.
Blackberry,
iPhone,
Android,
etc.),
feature
phones
(e.g.
lower-­‐end
mobile
phones
capable
of
accessing
mobile
content),
and
media
tablets
(e.g.
iPad,
Samsung
Galaxy
Tablet,
etc.).
Typically
taking
the
form
of
sta/c
or
rich
media
display
ads,
text
messaging
ads,
search
ads,
or
audio/video
spots,
such
adver/sing
generally
appears
within
mobile
websites
(e.g.
websites
op/mized
for
viewing
on
mobile
devices),
mobile
apps
(e.g.
applica/ons
for
Smartphones
running
iOS,
Android,
Windows
Mobile
or
other
opera/ng
systems),
text
messaging
services
(i.e.
SMS,
MMS)
or
within
mobile
search
results
(i.e.,
411
lis/ngs,
directories,
mobile-­‐op/mized
search
engines).
Mobile
adver/sing
formats
include:
Search,
Display
(banner
ads,
digital
video,
digital
audio,
sponsorships,
and
rich
media),
and
Other
adver/sing
served
to
mobile
devices.
Source:
IAB
internet
adver/sing
revenue
report
2014
H
1

10. Programma/c
(RTB,
Private
Deals)
Source:
IAB
Open
RTB
Specifica/on
2.2

11. Programma/c
Share
Forecast
Source:
eMarketer

12. Big
Data

13. Digital
Video

14. Digital
Video
in
Russia
© 2014, VI, Tatiana Firsova
In-­‐Stream
Video
Adver/sing
2,9
bln.
Rub.
in
2013
16%
of
Display
Forecast
on
2018:
33%
of
Display

15. Viewable
Impressions
(3MS)
Making
Measurement
Make
Sense
(3MS)
is
a
cross-­‐industry
ini/a/ve
focused
on
five
areas:
1. defining
impressions;
2. establishing
audience
currency
–
viewable
impressions;
3. crea/ng
a
standard
classifica/on
of
ad
units;
4. defining
ad
performance
metrics,
5. establishing
brand
a`tudinal
measures
www.measurementnow.net/
Are
your
ad
is
viewable?

16. Cross
Channels
Communica/ons

17. Automa/on

18. USA

19. US
interac/ve
adver/sing
market
2004-­‐2013

20. US
market
growth
2014/13
half
1
–
15%

21. Pricing
models
share,
2005-­‐2013

22. Ad
Revenue
by
media
in
USA,
2013
(bln.
USD)

23. Key
Digital
Adver/sers
Segments
in
USA,
2013

24. EUROPE

25. IAB
Europe
AdEx
Benchmark
Report-­‐2013
26
countries
26
IAB
organiza/ons

26. Europe
Interac/ve
Adver/sing
Market
,
2006-­‐2013

27. Ad
Formats
Dynamic,
2013/2012

28. TOP-­‐10
European
Digital
Ad
Markets,
2013/2012

29. Rest
European
Countries
2013/2012

30. Growth
by
Countries:
2013/2012

31. Ad
Revenue
by
Media
in
USA,
2013
(bln.
Euro)

32. Av.
online
spend
per
capita
in
Europe
–
37,4
Euro

33. RUSSIA

34. Russian
interac/ve
adver/sing
market
2008-­‐2013
80,00
70,00
60,00
50,00
40,00
30,00
20,00
10,00
0,00
2008
2009
2010
2011
2012
2013
51,6
SEM
Display
2009/2008
2010/2009
2011/2010
2012/2011
2013/2012
Display
4,05%
60,91%
45,71%
16,99%
12,29%
SEM
0,00%
88,57%
62,58%
44,91%
34,38%
Digital
1,70%
76,67%
55,97%
34,69%
27,35%
bln.
Rub.
Source:
AKARussia.ru

35. Share
by
media
in
Russia,
2013/2012
48%
2013
11%
5%
12%
22%
2%
TV
RADIO
PRINT
MEDIA
OUTDOOR
INTERNET
REST
of
media
48,1%
18,9%
13,8%
2012
4,9%
12,7%
1,6%
Source:
AKARussia.ru

36. Comparison
USA
and
Russia
Digital
Ad
markets
2008-­‐2013
$45000000
000
$40000000
000
$35000000
000
$30000000
000
$25000000
000
$20000000
000
$15000000
000
$10000000
000
$5000000
000
$
0
Volume
US/Russia
2008
2009
2010
2011
2012
2013
Russia
US
50,00
45,00
40,00
35,00
30,00
25,00
20,00
15,00
10,00
5,00
0,00
Gap
US/Russia
2008
2009
2010
2011
2012
2013
Sources:
AKARussia.ru,
IAB
Global,
PwC

37. IAB Russia Digital Advertisers Barometer-2014
How
has
the
adver/sing
budget
of
your
brand
(converted
to
RF
rubles)
changed
in
2014
compared
to
2013?
Source:
2014,
IAB
Russia
Digital
Adver/sers
Barometer
In
2014,
65%
of
large
Internet
companies
going
to
increase
budget
for
online
adver/sing
by
more
than
10%

38. Budgets
share
by
Formats
25%
3%
12%
26%
3%
4%
6%
9%
1%
10%
Banner
Rich
Media
Digital
Video
Search
social
ads
Sponsorship
Classifieds
Lead
Genera/on
Mobile
©
2014,
IAB
Russia
Digital
Adver/sers
Barometer

39. Key
Trends
in
Russia
• Mobile
adver(sing
has
become
a
notable
adver/sers
have
no/ced
this
type
of
adver/sing
and
began
to
use:
experiments
and
part
of
the
strategy
• Video
adver(sing
has
become
a
massive
tool
• RTB
–
is
not
three
terrible
le[ers
any
more
• The
site
loses
value
effec/ve
communica/on
needs
a
lot
of
landings
in
every
channel
• Automa(on
no
more
context
ad
without
automa/on
tools
©
2014,
IAB
Russia
Digital
Adver/sers
Barometer

40. The
growth
of
the
adver(sing
budgets
do
not
affect
its
value
Our
respondents
told
us
the
following:
"we
will
use
online
adver/sing,
because
we
can't
not
use
it,
and
it
is
a
ques/on
of
the
channel,
but
not
the
price".
©
2014,
IAB
Russia
Digital
Adver/sers
Barometer

41. Links
and
Sources
1.
IAB
Global
Site
hmp://www.iab.net/
2.
IAB
Russia
Site
hmp://www.iabrus.ru/
3.
RACA
-­‐
Russian
Adver/sing
Market
Report
hmp://www.akarussia.ru/knowledge/market_size/
4.
The
IAB
Internet
Adver/sing
Revenue
Report
hmp://www.iab.net/research/industry_data_and_landscape/adrevenuereport
5.
Digital
Ecosystem
of
Russian
Market
hmp://www.diges.ru/
6.
RAEC
overview
RuNet
economic
2012/2013
hmp://raec.ru/upload/files/131010.pdf
7.
IAB
Russia
Digital
Adver/sers
Barometer
–
2014
hmp://www.slideshare.net/Data_Insight/201409en-­‐iab-­‐russia-­‐digital-­‐adver/sers-­‐barometer
hmp://iabrus.ru/docs/report_iab.pdf
8.
MIXX
Russia
Conference
Site
hmp://mixxrussia.ru/
9. Making
Measurement
Make
Sense
–
Viewable
Impressions
Ini/a/ve
hmp://www.measurementnow.net/
10.
Open
RTB
Specifica/on
2.2.
hmp://www.iab.net/media/file/OpenRTBAPISpecifica/onVersion2_2.pdf

42. 2.12.201
4,
Moscow
www.mixxrussia.ru
Thank
you
for
amen/on,
Boris
Omelnitskiy,
President
IAB
Russia,
bao@iabrus.ru
@baoizm