Segment of media advertising without video has shown negative dynamics due to the changes in demands in the segment.
Banner advertising showed negative dynamic in 1H2014 – 7%, according to AC Vi estimations. Total segment of media advertising in January-June increased for 3%. Positive dynamics in general was due to video advertising – growth for 50%, according to AC Vi and GPMD.
“Demand in media advertising is transforming from purchase of advertising packages on banner positions with large coverage - towards products with more complicated mechanism of placement and pricing (programmatic buying; purchase/control of placement not only via CPM but also performance-metrics). As a result, advertising budgets are being optimized and used rationally”, – commented an expert of internet research department AC Vi Tatiana Firsova.