Advertizing alliance of publishers of RAI GIPP

Assets

For October, 2018 RAI declares a scope of 41,700,000 people, these are residents of Russia, the CIS and world from whom 6 million – Muscovites, 2.5 million – residents of St. Petersburg. The amount of monthly stock is more than 2 billion demonstrations.

Among project participants for 2017:

Publishing houses participate in the project:

• Argumenty i Aif.ru,
• «Бурда» (Burdastyle.ru, Lisa.ru, RBTH.ru, Verena.ru)
• "Evening Moscow" (vm.ru)
• Rossiyskaya Gazeta (Rg.ru) and
• "Interlocutor" (sobesednik.ru).

Key events

2018: The audience of RAI grew resources of Pervy Media Invest holding

In October, 2018 it was announced that the stock not only the oldest sports edition of the country Sovetsky Sport, but also nearly two tens regional social and political editions of Russia is a part of RAI. And it is in addition 50,400,000 viewings, 7,960,000 visitors monthly.

The RAI code located on the websites of participants of Alliance allows to analyze content to the level of words. Thus, there is an opportunity to estimate classroom and behavioural characteristics of visitors and also to create classroom segments, proceeding from lexical markers.

The analysis of interests of users on the basis of their interaction with content and advertizing, cutting off of robotic traffic and also full use of multi-profile blocks of native advertizing and optimization of advertizing demonstrations on the basis of the principles of machine learning gives the serious growth of CTR and efficiency of an advertizing campaign.

2017: Creation of the company

On July 10, 2017 it was announced that five largest Russian publishing houses entering into the Union of publishers of "GIPP" founded the Advertising Alliance of Publishers (AAP) agency and for the first time begin the consolidated sales of advertizing on the websites of the editions. The stock which is not implemented by publishers independently is offered for sale. The size and quality of audience provide to Alliance the place in the first three of news resources of Runet: the audience of platforms makes more than 20 million people, and the available stock exceeds 250 million demonstrations a month. Publishers calculate that the Alliance will help to solve key problems of the market of Internet advertizing: growth of a share of fraudulent traffic, lack of control over channels of placement, deficit of premium stock and pressure from transnational digital giants.

Publishing houses participate in the project:

• Argumenty i Aif.ru,
• «Бурда» (Burdastyle.ru, Lisa.ru, RBTH.ru, Verena.ru)
• "Evening Moscow" (vm.ru)
• Rossiyskaya Gazeta (Rg.ru) and
• "Interlocutor" (sobesednik.ru).

The profit of the new company should be distirbuted between founders in proportion to the advertizing traffic implemented by Alliance within the project on each of platforms.

In a stage of negotiations on a format of participation in Alliance there are some more largest publishing houses of Russia, including Independent Media (more than 10 online resources).

The board of RAI was joined by heads of all publishing houses of Alliance, and management is provided by leading sales specialists of Internet resources on a media field. Elena Shitikova holding a position of the chief executive of the Union of publishers of "GIPP" is appointed the CEO of RAI. Maria Novikova, in the past the Head of Department of Internet advertizing of a seller of TV advertizing of "Alkasar-media" ("Gazprom Media Holding") who was responsible for development of the direction "digital" became the commercial director of Alliance.

Publishers offer the residual traffic of Internet platforms which is not implemented during own transactions for sale. The alliance will consolidate this stock and to sell it on model of programmable purchases (programmatic buying). To advertisers of Alliance monthly well more than 250 million demonstrations in bonus stock of top platforms of Runet with a uniform cross-format and cross-platform frequency of placement. At the first stage RAI offers the most widespread advertizing formats for desktop computers and notebooks and also mobile devices - banners 240x400, 300x250, etc. Further it is going to develop a line of the new advertizing and technology products demanded by the market and also to work on the programmatic-direct model. For advertisers arguments for benefit of purchases of stock the Alliance will have clear audience and reputation of the Internet platforms which entered the project, each of which is in the lead in the segment of the media market.

On media indicators of the platform of Alliance enter into the three of the largest news resources of Runet. According to Mediascope and to own data of platforms, the cumulative audience of the websites of Alliance in April, 2017 made more than 20 million people. Similar indicators at the largest news aggregator of Runet of Yandex.News are about 25 million people, according to Mediascope. Other aggregators and news platforms of digit have much less – about 16 million people at the section of News on Mail.ru, 10-11 million at the Ria.ru portals and 8-9 million at Rbc.ru. According to IAB Russia, in 2016 the size of the market of programmable purchases of advertizing (programmatic buying) was 5.45 billion rubles from which on direct transactions about 600 million and 300 million were the share of a segment of mobile advertizing.

"The advertiser buying advertizing on the Internet is faced by three main problems today: protection of a brand against placement on the undesirable websites or in an inappropriate content (brand safety), ensuring visibility of the advertizing message (viewability) and counteraction to purchases of fraudulent traffic (anti-fraud), – the CEO of "Advertizing alliance of publishers" Elena Shitikova says. – In conditions when in the database of the aggregator of Yandex.News more than one thousand information websites are registered, for the advertiser placement on the checked platforms providing quality of stock and transparency when purchasing advertizing is important as offers our alliance. In the short term we set the purpose to occupy 20% of a segment of direct transactions during 2018 before our company. The alliance bears also political loading: we are going to extend, suggesting the publishing houses working at the Russian market to aggregate advertizing opportunities of the media resources effectively to resist to transnational digital giants".