23 Feb 2013, 11:34am
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RuNet Become More Advertising

In April 2009, the agency discovery Research Group completed a study of Internet advertising market in Russia. Data on the volume of Internet advertising in RuNet in 2008 from different sources vary widely. Most of the companies leading in the reports information about media online advertising, not taking into account context. According to the ad agency Mindshare Interaction, total online advertising market in Russia in 2008 amounted to 14,7 billion rubles (2.5 million), which is 55% more than 2007 results. According to caar, the market for Internet advertising in 2008 increased by one third (32%) and amounted to 7,5 billion rubles (reporting data on the Internet segment of the raca is without content).

Company JsonPartners evaluates the Russian Internet advertising market in the 0-620 million The main areas of online advertising in RuNet remain context (thematic links in search results and relevant resources) and media (banners, popups and other formats) advertising. On contextual advertising accounted for 60% of the market in the media – 40%. The main players in the content are still the company's 'Yandex' and 'runner' (owned holding company Rambler Media). In the first quarter of 2009, in total, they accounted for over 90% of the market. At the same time, Google with its AdWords contextual advertising system gradually increases the share of the Russian market. For many companies, in 2009, characterized by the redistribution of advertising budgets in favor of Internet. Leaders on costs in RuNet in 2008, as well as in the previous year, advertisers are automotive segment, which accounted for 27% of the amount of media online advertising. Significantly increased its presence in the network representatives of the fmcg sector (22%) and telecommunications companies (13%).

According to forecasts discovery Research Group, among all segments of the advertising market of Internet advertising will not only the most protected from the impact of economic downturn, but will in 2009 was some growth, primarily due to overflow of customers from other segments. The vast majority of advertisers (93%) going in 2009, actively take advantage of the internet (interactivity and ca involvement in communication, flexibility to modify the creative, targeted, permission to use the kernel in a 360-degree communication). Thus, according to market research, the majority of marketing directors and brand managers intend crisis year of 2009 to increase the budgets allocated to online advertising. However, we expect a significant slowdown in revenue from online advertising.