J’son & Partners Consulting presents brief results of the research: Internet Advertising in Russia, Results of 2014.
General Market Description
Nowadays Internet advertising market is growing intensively in comparison with other advertising market segments, such as advertising in the mass media, radio and TV. During 2013 – 2014 J'son & Partners Consulting’s experts estimated annual growth rates of internet advertising in more than 20%.
Increasing share of Internet audience remains as the key market driver for Internet advertising in the world.
Despite the unstable economic situation in the country, internet advertising has stable market growth, first of all due to the contextual advertising and video advertising.
Market Structure and Key Market Players
J'son & Partners Consulting’s experts divide the internet advertising market in two main segments: context and media.
In 2014, Russian contextual advertising market volume was around 64 bln RUB, according to J'son & Partners Consulting’s analysts. By structure contextual advertising market was shared between three largest participants: Yandex (over 70% share), Google (over 20%), and Mail.ru (around 6%).
Nowadays contextual advertising is a key market driver, in comparison with media segment, on which heavily influenced economic situation in the country. Because of this, large advertisers have started to redirect major share of their advertising budgets on TV advertising.
According to J'son & Partners Consulting’s estimations, media advertising decreased its growth rates and some of its segments, such as banner advertising, are showing negative dynamics. In general, in 2014 media advertising market volume was on the level of 17 bln RUB. Largest market players of this segment are Mail.ru and Yandex with 33% and 19% shares accordingly.
J'son & Partners Consulting’s experts forecast further growth of contextual advertising and decreasing share of media segment.
It is important to specify that media advertising market includes one of the most dynamically developing segments – video advertising market.
Internet Video Advertising
Market volume of this segment increased almost 3 times during 2012-2014 and reached 4.9 bln RUB; experts evaluated growth in 20% approximately.
OTT-video services market is playing major role in the video advertising market volume. On Russian OTT market, aVOD (advertising model) is the most popular monetizing model. This technology generates 75% of the segment.
According to J'son & Partners Consulting’s preliminary results of 2014, video advertising on OTT video services had reached market volume in 4 bln RUB.
Advertising on OTT-video services had 82% of all video advertising market in 2014 (J'son & Partners Consulting’s data).
J'son & Partners Consulting’s experts estimate that potential growth of internet advertising based on fast growing audience is almost finished, and in terms of crisis and economic stagnation, advertisers, which manage large budgets, redirect it on TV advertising and decrease media advertising share by this.
Among exceptions is video advertising, which is one of the most dynamic market segment, in particular, due to advertising on OTT-video services.
Contextual advertising, on the other hand, is growing due to the large amount of small and medium advertisers.
Detailed Results of the Research are Presented in the Full Version of the Report: New Development Courses for Internet Advertising Market, Based on Results of 2014
Example of Report’s Content
1. Methodology and Sources of Information
2. Russian Advertising Market and Its Structure, 2012-2017
2.1. Structure of Russian Advertising Market by Types of Media, 2012-2017
3. TV Advertising Segment
3.1. Key Indicators of the Segment, $ and pcs.
3.2. Structure of TV Advertising: Terrestrial and Non-Terrestrial Channels
3.3. Key TV Advertising Market Players: Channels, Media Holdings, Advertising Agencies
4. Internet Advertising Segment
4.1. Key Indicators of the Segment
4.2. Structure of Internet Advertising Market by Media
4.3. Internet Advertising Market Structure by Types of Devices
4.4. Key Internet Advertising Market Players
5. Internet Video Advertising Segment and Its Peculiarities
6. Advertising OTT Market and Its Development, 2012-2017, Key Market Players
7. New Platforms for Advertising Placement and Their Peculiarities
7.1. Media and Video Advertising on Smart TV
7.2. Media and Video Advertising on Mobile Devices
7.3. Key Market Players – Segment of Mobile Devices and Smart TV, Their Profiles
8. Conclusions and Recommendations
9. List of Companies Mentioned in the Report
This Information Note is Prepared by J’son & Partners Consulting, We strive to provide factual and prognostic data that fully reflect the situation and are available to us before issuing the material. J’son & Partners Consulting reserves the right to revise the data after publication of new official information by the market players.