IAB Russia Digital Advertising Barometr

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Transcript of IAB Russia Digital Advertising Barometr

  • 1. IAB Russia Digital Advertisers Barometer 2014 Prospects for digital advertising in Russia: a view of advertisers the results of the study Report provided by SEPTEMBER 2014
  • 2. IAB Russia Digital Advertisers Barometer 2014 2 ontents 1. Acknowledgements ...................................................................................... 3 1.1. Ordering Parties of the Research .............................................................................. 4 1.2. Research Partners ...................................................................................................... 4 1.3. Advertisers .................................................................................................................. 5 1.4. Experts ........................................................................................................................ 6 2. Main Results ....................................................................................................... 8 3. Research Method ........................................................................................... 10 4. Advertisers Budgets in the Runet............................................................. 12 5. Market Trends ................................................................................................. 17 About the IAB ....................................................................................................... 19 Data Insight research agency ........................................................................20
  • 3. 1. Acknowledgements The following is the key results and conclusions of the IAB Russia Digital Advertisers Barometer research, which is a study of opinions of advertisers regarding market, tools and players in this market. This research is primarily a direction indicator of sorts, which shows changes in the market sentiment, their transformation depending on the situation inside the market (inventory, advertising tools, analytics etc.), and the economic situation in the country and in the world. Based on this research, we can draw conclusions about how the situation will change in the future. In 2002, Daniel Kahneman won a Nobel Memorial Prize for his work in the field of understanding of ...a persons judgment in the context of economic uncertainty. He had actually shown that in an environment where information is insufficient, the markets behave in accordance with the mood of the active majority and a wide range of experts. It is these experts whom we have invited to participate in the research; and it is to them that we are grateful for this work: both to those who have allowed for their brand names to be published and to those who have not given such consent. 1.1. Ordering Parties of the Research This research was the result of a decision of the general meeting of full members of IAB Russia in November 2013. The companies that pool their resources in the name of development of the market of interactive advertising in the Russian Federation have unanimously supported the launch of regular research on the mood and the expectations of advertisers in order to give the platform to entrepreneurs and marketers from the real business and thus to increase market transparency. We express our gratitude to the member companies of IAB Russia that have funded this study. 3 IAB Russia Digital Advertisers Barometer 2014
  • 4. IAB Russia Digital Advertisers Barometer 2014 4 1.2. Research Partners This research was made possible thanks to the support of our partners (communication agencies that have performed a great work of attracting research participants, i.e. the advertisers). We would especially like to note that not only IAB members, but also other agencies that found this research necessary for the market, participated in its preparation. We would also like to emphasize that participation of agencies in this research was absolutely gratuitous and that their involvement in this research was due to their commitment to making the digital-advertising market in the Russian Federation more open, transparent, and understandable for all its participants. Finally, we would like to express our sincere appreciation to each of our partners personally for their help in the preparation of this research: IDEA DRIVES ROI
  • 5. 1.3. Advertisers We would also like to express our gratitude to all the companies that participated in this research whether they have given consent to their brand name being specified in this list or not. The opinion of each of you is valuable to us because they collectively define the further development of the interactive-advertising market in the Russian Federation. Advertisers that participated in the research: 5 IAB Russia Digital Advertisers Barometer 2014
  • 6. IAB Russia Digital Advertisers Barometer 2014 6 1.4. Experts Furthermore, this research could not exist without the experts: the professionals who help us in planning the research and, of course, in processing and interpretation of its results. The list of our experts is provided below. Belyaev Alexey, head of internet research division, Vi Analytical Center. Chairman of the Committee on Research IAB Russia. He graduated from the Faculty of Physics, Moscow State University. MSU in Space Physics worked as a researcher and head of the laboratory in the Institute of Nuclear Physics of Moscow State University. In 1997-1999 worked RosBusinessConsulting, participated in the development and the establishment www.rbc.ru site and on-line financial services. In the years 2000-2006 worked in of Rambler Internet Holding took part in the creation and development of projects Rambler-News, Ramblers Top100, Rambler-Real Estate, partnership projects, participated in the organization of seminars and conferences. In 2006-2009 headed the Association Internet and Business a non-profit organization, combining large Russian Internet company, involved in the organization and the annual conference Internet and Business. Since June 2009 head of internet research division, Vi Analytical Center. Chernyshev Andrei, Chief Digital Officer at Dentsu Aegis Network Russia. Mr. Chernyshev graduated from the Moscow State Institute of Electronics and Mathematics (MGIEM) and received his masters degree in the field of computer science from the State University of New York. He has been in online advertising since 1997 and was in charge for the development of internet-marketing programs for dealers and distributors of Intel Corp. From 2000 to 2007, he was the Director of Development and a partner in the AdWatch agency. Since 2007, he has been the CEO of AdWatch advertising agency. After the purchase of AdWatch by Aegis Media (now Dentsu Aegis Network), an international communications group, he continued to work in the group as the CEO of AdWatch Isobar and the Chief Digital Officer of the Dentsu Aegis Network Russia group of companies. Under his leadership, the group of companies have created digital departments of the following advertising agencies: Carat, Vizeum, Ad OClock; the iProspect Russia performance-marketing agency and the RTB-AMNet trading platform were created, and Traffic advertising agency was purchased and integrated into the Isobar network. Andrei Chernyshev was the winner of the Media Manager of Russia award in 2009. Chernitskaya Maria. Ms. Chernitskaya graduated from the philology department of St. Petersburg State University and received her master of art degree at the State University of New York, Albany. In 1997, she headed the St. Petersburg branch of CityLine, the then-largest Internet service provider. From 1998 to 2000, Ms. Chernitskaya served as the Director of Marketing for the Mail.ru National Email Service. In 2000, she became the Director of Marketing and Sales of the Russian representative office of Lycos Europe, an American Internet portal. In 2002, she opened her own contextual advertising agency, iConText. Today, iConText is the largest independent digital agency in the Russian Federation and the flagship of iConText Group. The group consists of six Internet-marketing companies and 3 projects. In late 2006, Ms. Chernitskaya received the Rambler Media Internet Person of the Decade Award. She is a co-author of 100% Internet Marketing, which was published in 2009, a recognized expert of the Internet industry, a regular speaker of leading Internet conferences both in the Russian Federation and in the CIS.
  • 7. Boris Omelnitskiy, Director of Business Development of ADFOX service at Yandex company. Mr. Omelnitskiy was elected the President of IAB Russia in September 2011. Prior to that, he had worked as the Executive Director of Begun company for seven years, where he was responsible for strategic development, operational management, and organization of the business processes of the company. From 2003 to 2004, he worked as the marketing director of the retail network of White Wind DIGITAL. In the