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Chapter Begun: contextual advertising times attacking gold |
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Link way: SEO search engine optimization >>Chapter Begun: contextual advertising times attacking gold Volume of Russian advertising market "sank" in the first quarter of 2009 to 15-50%. As the findings of the expert commission of the Association of Communications Agencies of Russia (ACAR), the largest drop was observed in the print media (from 34 to 51%), the smallest - in online advertising (15%). However, the data do not account AKAR contextual advertising, the amount of which in 2008 amounted to 330-350 million dollars, and growth compared with 2007 - 60%. To learn how to behave in a crisis context advertising, said in an interview with RIA Novosti one of the founders and CEO of "Runner" Alexey Basov. - In 2008, nearly half of its revenue (47 million dollars) Rambler received from the content, ie this share holding generated a "Runner". What are your expectations for the year 2009? - I think earnings "Begun" will continue to provide half or more than half of revenue Rambler. However, the provisional figure I would not want to give - it will voice Rambler in its audited accounts. - Against the backdrop of a general fall in advertising market this year feels like contextual advertising? - Contextual advertising is certainly not able to demonstrate the same growth rates, which in previous years. Nevertheless, it should be noted that the "context" was on the periphery of the crisis in the sense that other areas (eg, television or outdoor advertising), have to crash - according to the ACAR, at the level of 15-50%. On this background, our industry looks more than a stable. - That is, you can expect a return to growth of contextual advertising to its previous level within a short time? - Our market is gradually coming to himself after the January-February 2009, when many entrepreneurs actually suspended activity. Now we are seeing a marked increase in customer base, which, for example, exceeds the dynamic of 2008. Contextual advertising opens up new segments of advertisers, and this means that the industry is indeed a "golden age" of opportunities. The situation is close to ideal: a total collapse of the market we reserve the previous financial volumes and suffered a serious expansion of an active client base. Today, the context creates a foundation for years to come, because right now we see the rapid popularization of our product, especially compared to other channels. - And what caused such interest among advertisers is to contextual advertising? - It's simple. First, thanks to the basic principles of content - low cost, efficiency, a clear focus on a specific audience, measurable in real-time results and mobility (for example, an advertiser can make changes to your advertising campaign, to strengthen it, to change the emphasis or even stop). Secondly, because of the emerging new economic situation, in which the advertiser no longer fully hold other tools of advancement - in terms of value or rate of return on investment. Today, the advertiser is aimed primarily at stimulating sales, rather than on brand building, and prefers to use mobile tools with quick-impact projects, which corresponds to contextual advertising. - How many advertisers working with the "Runner"? - In the previous year, more than 40 thousands of advertisers use our services. And, for example, in the first quarter of this year, our active customer base grew by 20% compared to the same period last more than a successful year. Our advertising network in 2008 amounted to more than 260 thousand mediaploschadok, with each day to the "Runner" connect hundreds more. Not so long ago, we signed agreements with such major social networks as "Odnoklassniki.ru and Livejournal, and began to work with RTR. Now the video channel "Russia" in the Internet integrated advertising clients "Runner". In general, we see our task is to be as "tweezers" that is, using the semantic and behavioral technology, choose among the Internet audience of users who are interested in a particular product our client. - you reduce the staff of the company or any projects during the crisis? - "Runner" - monoproduktovaya company we have always been economical, focused on essential business. Perhaps that's why we remain confident the required rate of return, and do not feel need to stop some internal ventures, thereby giving yourself the opportunity to develop innovative technologies and services. The works have not diminished, and therefore reductions in core state I'm in the company did not initiate. The only thing - had to adjust plans for recruitment, according to new market realities. We, of course, continue to recruit staff, but not in such quantities as last year. - What's wrong with your dealer network? Come out to new regions or, perhaps, the country? - The number of our agencies continues to grow, it now exceeds 1600. Representatives of the "Runner" is, for example, in South Africa, China, South America. Of course, they all serve advertisers interested in Russian-speaking audience. There are many companies willing to appear on the Russian advertising market, so it was important to establish a system of training, inspection and certification systems to guarantee our clients a high level of service, felts our partners. At one time we were the first in the industry began to develop a direct dealer network. Now it includes both small regional and large network agency. In the new conditions emerging in the advertising market, many of them are rebuilt and prefer to raise their competence is in the Internet-based tool. - How do you plan to expand its network? - Home business - to create a system, so now it is growing organically and expanding no less intensively than the customer base. For us, this represents another potential sales, and the most expensive. But the lead agency in the contextual advertising for clients, to whom we can not get their marketing and direct sales. For example, to sell the "context" of a small regional director of the plant, who may not even a site - not a simple task. But there is a local web-studio, it makes the plant site, submitting to directories, and then convinces optimize it for search engines - and gradually doraschivaet to contextual campaigns. This is a big job and he is value for money. - And any media on your estimates, there is the greatest outflow of advertising budgets? - The largest outflow is observed, of course, the media, which depended heavily on big brands. Suffered primarily paper editions, media advertising, radio. In this regard, contextual advertising is easier - there are no groups "bearing" of advertisers, the market is made up of tens of thousands of companies of different levels, it is much more diversified compared to other channels of promotion. It even very large-scale changes such as crises in the segments or the traditional seasonal fluctuations in demand offset by the intensification of other commodity groups. - who returned from the first gone into a crisis? - We returned almost all advertisers, they just started to advertise other products. We can give an example to banks: before the word "mortgage" was one of the most expensive - for him to pay up to 1000 rubles for the transfer of the ad. And now the banks advertise deposits in an effort to smooth over difficulties with liquidity. Same with the auto industry: if previously advertised cars on credit, now it is cars used in installments. - Tell us about mobile advertising and advertising in the video. As I understand it, now you're directing their efforts precisely in those niches? - Contextual advertising has long moved beyond the obvious areas of application - sites. Once we are proud to report that the first time in Russia have created a behavioral advertising, it was introduced into the mail interface "Mail.ru". Then started to use it in blogs and forums, and it was a technological breakthrough. They decided to place contextual advertising software (for example, in "1C"), began to develop advertising photographs. Accordingly, display advertising in the video was for us a logical extension. In the same way as for other carriers, we understand that in the video should be very special advertising: it too must be willing to watch. And so in your face "Begun" video hosting had the opportunity to monetize the user's attention to the roller. Thus it is necessary to advertise in such a way that the user does not lose loyalty to the service. Here we do not stand still: try to further adapt their product to this format. Now the advertising market in on-line video we have only started to develop, but I think that in three years it will take a prominent place in the market of on-line advertising. - And what is your market share of contextual advertising? - Our core competence has always been the management of ad network, ie huge number of partner sites. Our network covers the entire week's audience of the Internet, ie any user who at least once during the week appeared on the Internet, see "runner." With such a huge network and a very modest looking, we are able to remain second in the market (the first - "Yandex" - Ed.). Our estimates of own shares are different and vary from 20 to 30%. This is due to the fact that some of the industry is not transparent. In particular, Google, the third player, never to publish its financial figures for Russia. But at the same time, in our community there is a fairly clear idea of his income on the context, and they are placed in an overall assessment, which is annually through professional associations together the voices of the main leaders, "Runner" and "Yandex". - This percentage you plan to store? - For all the years in which your ad volumes of the industry, the alignment of forces has not changed, and I think that particular change should not be expected in the foreseeable future. To do this, there are no preconditions. The current members have tremendous financial, intellectual and technological potential, providing them an opportunity to hold shares in accordance with the benefits or weaknesses. - And in the mobile advertising? - Mobile advertising - a brand new topic. As one of the first projects in this area include our partnership with MTS. Some of the results revealed an operator at a recent conference, told about one of our pilots, when the campaign was spent 3 thousand rubles, while sales of the advertiser as a result of over 800 thousand. Here we see tremendous opportunities for application of its technologies of personalized advertising. But talk about some well-established standards in Russia and the world is still early. Players are a lot of work to form a balanced advertising solutions for mobile devices. The main thing that we managed to create a sample of how effectively can run the above product. - But to someone from the other operators you are negotiating about a possible collaboration? - We do a lot of closed negotiations. Until it became public knowledge only our cooperation with MTS. - When you start a project with MTS? - Plans, we do not disclose. Our pilot projects are ongoing. - You can open your stake in Begun »? - I am one of the founders of the "Runner", but the shares and interests in the company never disclosed. Help: PPC Internet advertising works on the principle of conformity of the goods advertised content of the resource on which it is derived. This can be a text ad or banner ad, while in both cases the product is presented to the client in accordance with the stated interest on the Internet, that is, selectively. Typically, advertising is more feedback from users as well as advertisers show their wares originally most interested audience. Placed advertising, mainly in the search engines and directories, that is, ads are reflected in the search results page and are consistent with the interest that the user has expressed a search query. In addition, contextual ads displayed on websites, topics which corresponds to the advertised product (eg, advertising in the partner networks). There is also a behavioral advertising. It is based on a study of searches a visitor statistics, referrals and advertising messages and are not tied to the content the user is viewing the site. The largest player in contextual advertising in Russia is the Internet company Yandex, followed by "Runner" and Google. According to expert estimates, "Yandex" has more than half of the market, "Runner" - 20-30%, the lowest share in Google. Any information that interests you on our site, you can copy, but do not forget to put a link to us! Link way: SEO search engine optimization >>Chapter Begun: contextual advertising times attacking gold |
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