Despite the economic situation, the segment will keep high growth rates. Context advertising became #2 media in Russia – by volume of investments and #1 – by dynamics. The segment has grown for 24% in 2013, while internet advertising gained 27%. According to Dentsu Aegis Media, the growth will be 22% in 2014. The positive factors will be - sellthrough (share of bought out advertising places, increasing growth of underestimated categories and effectiveness (according to the iProspect presentation).
The evolution of context advertising is leading to the “death” of other types of advertising. Main “donors” are advertising print media, banners, outdoor advertising from the radio. The following print media are increasing shares in context by decreasing the cost on display advertising – Finance and Insurance, Real Estate, Auto, IT/Electronics.
iProspect specified the expansive growth of context technologies and rating of the following sources: Yandex.Ostrovok, Yandex.Market, Google Play, App Store. The use of context management technologies and social PPC – are standards for large agencies and advertisers.