Post on 14-Jun-2015
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Interac(ve Adver(sing Trends in USA, Europe and Russia Boris Omelnitskiy, IAB Russia President 23.10.2014, Riga, Latvia, iLiveConference
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.
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
IAB Russia -‐ 29 members October, 2009: IAB Russia was established March, 2011: The beginning of opera/on ac/vity
www.IABRUS.ru
TRENDS 2014
Source: chiefmartec.com
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
Mobile Adver/sing
Ad Formats Share
24%
Mobile Adver/sing Defini/on Adver/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
Programma/c (RTB, Private Deals)
Source: IAB Open RTB Specifica/on 2.2
Programma/c Share Forecast
Source: eMarketer
Big Data
Digital Video
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
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?
Cross Channels Communica/ons
Automa/on
USA
US interac/ve adver/sing market 2004-‐2013
US market growth 2014/13 half 1 – 15%
Pricing models share, 2005-‐2013
Ad Revenue by media in USA, 2013 (bln. USD)
Key Digital Adver/sers Segments in USA, 2013
EUROPE
IAB Europe AdEx Benchmark Report-‐2013
26 countries 26 IAB organiza/ons
Europe Interac/ve Adver/sing Market , 2006-‐2013
Ad Formats Dynamic, 2013/2012
TOP-‐10 European Digital Ad Markets, 2013/2012
Rest European Countries 2013/2012
Growth by Countries: 2013/2012
Ad Revenue by Media in USA, 2013 (bln. Euro)
Av. online spend per capita in Europe – 37,4 Euro
RUSSIA
Russian interac/ve adver/sing market 2008-‐2013
0,00
10,00
20,00
30,00
40,00
50,00
60,00
70,00
80,00
2008 2009 2010 2011 2012 2013
SEM
Display
51,6
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
Share by media in Russia, 2013/2012
48%
5% 11%
12%
22%
2%
2013
TV
RADIO
PRINT MEDIA
OUTDOOR
INTERNET
REST of media
48,1%
4,9% 13,8%
12,7%
18,9%
1,6%
2012
Source: AKARussia.ru
Comparison USA and Russia Digital Ad markets 2008-‐2013
$ 0
$5000000 000
$10000000 000
$15000000 000
$20000000 000
$25000000 000
$30000000 000
$35000000 000
$40000000 000
$45000000 000
2008 2009 2010 2011 2012 2013
Russia
US
0,00
5,00
10,00
15,00
20,00
25,00
30,00
35,00
40,00
45,00
50,00
2008 2009 2010 2011 2012 2013
Gap US/Russia
Sources: AKARussia.ru, IAB Global, PwC
Volume US/Russia
IAB Russia Digital Advertisers Barometer-2014
Source: 2014, IAB Russia Digital Adver/sers Barometer
How has the adver/sing budget of your brand (converted to RF rubles) changed in 2014 compared to 2013?
In 2014, 65% of large Internet companies going to increase budget for online adver/sing by more than 10%
Budgets share by Formats
25%
3%
12%
26%
9%
6%
1% 10%
4% 3%
Banner Rich Media Digital Video Search social ads Sponsorship Classifieds Lead Genera/on Mobile
© 2014, IAB Russia Digital Adver/sers Barometer
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
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
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/vehmp://www.measurementnow.net/ 10. Open RTB Specifica/on 2.2. hmp://www.iab.net/media/file/OpenRTBAPISpecifica/onVersion2_2.pdf
2.12.2014, Moscow www.mixxrussia.ru
Thank you for amen/on, Boris Omelnitskiy, President IAB Russia, bao@iabrus.ru @baoizm