Mobile advertising (Russian market)

Main article: Online advertising (Russian market)

2020: GPMD and Mediascope log into Hyper Mobile Video Network

On February 13, 2020, the company of the Russian video advertising market GPMD (Gazprom-Media Digital, a subsidiary of NSC) announced the sale of advertising equipment for the mobile video network, the coverage of which will be confirmed by Mediascope. Since March 2020, Mediascope begins to supply data about the audience of the Hyper mobile advertising network (GPMD partner) in large cities of Russia. More details here.

2019: Market growth by 20% to $1.1 billion

Mobile Internet advertising in Russia in 2019, according to PwC, increased by 20.2% compared to the previous year and amounted to $1.1 billion. USA. Mobile advertising accounts for 30% of the total market. In the forecast period until the end of 2024, it will grow at an accelerated pace compared to other segments. By the end of 2024, the market volume is expected to reach $1.9 billion. USA, the average annual growth rate will be 11.3%.

Further growth will be associated with an increase in the consumption of digital media from mobile devices and, in particular, video content. The deployment of 5G networks in the near future will also contribute to the growth in the consumption of increasingly "heavy" content on mobile devices, such as 4K movies and video ads.

2016: GPMD introduced a new ad format - interactive button

On August 15, 2016, Gazprom-Media Digital (GPMD) launched a new advertising format for mobile Internet and mobile applications. The interactive button located on top of the content of the application or the mobile version of the site (First Layer Interactive Button) was the first of the products of the seller in the line of solutions for mobile advertising.

The fundamental difference between an interactive button and existing mobile advertising formats is that it does not occupy a certain, strictly fixed place on the site or in the application. The button is "layered" on the content of interest to the user, adapting to a particular mobile site or application. The area of the button does not exceed 30% of the screen area, which reduces the level of irritation of the user.

The advertiser can adjust the appearance of the interactive button by any of the parameters that Gazprom-Media Digital already uses for all its other formats. Targeting is possible by the socio-demographic characteristics of users, their mobile provider, etc.

Interactive buttons are already available in mobile versions of such platforms by this time as timeout.ru, onfit.ru, hi-fi.ru, vklybe.tv, ivi.ru, film.ru, cars.ru, imhonet.ru, newsland.ru. and dozens of others. According to GPMD, the coverage of partner sites already reaches 38% of all Runet users.

BrainRus is responsible for developing and supporting the new format.

"In a situation where more and more users are moving to a mobile environment, standard advertising formats are not enough," said Alexey Lopatik, commercial director of Brainrus. "Our new format offers the user a fresh way of communication, while we minimize the annoyance of the format due to relevant, thoughtful targeting."

The first advertiser to test the new mobile format was Unilever: interactive buttons were used in the Cornetto, Tycoon and Forest Balm campaigns.

"The mobile channel is one of the focal points in our communication media mix. In this regard, we are open and always happy about innovations that meet not only trends and new opportunities for interaction with the audience, but also confirmed by their effectiveness. The first tests of the interactive button in comparison with standard mobile banners showed CTR 2 times higher, a low failure rate and a double increase in presence on the brand's website, "commented Anton Afanasyev, Senior Digital Manager of Unilever.

The proposal of the new format is one of the first steps of GPMD in the development of the product line in the mobile advertising segment.

"This year, our main efforts are focused on the preparation and launch of new products just in the mobile advertising segment, the most promising and dynamically developing," recalls Sergey Korenkov, Director of Business Development at Gazprom-Media Digital.

2015: eMarketer: The mobile advertising market in the Russian Federation in 2015 will grow by 120%

The mobile advertising market in Russia in 2015 will grow by 120%, but the share of this segment in the general Russian advertising market is still small compared to other countries of the world, according to a study by eMarketer^[1].

According to analysts, this year advertisers in Russia will spend $430 million on mobile advertising, which will account for 19% of all costs for digital advertising. And in 2019, the majority of digital advertising expenses (55.3%) will go specifically to the mobile direction.

Nevertheless, Russia lags behind in increasing the share of mobile advertising in advertising expenses on the Internet. For example, in South Korea this year, 54.4% of all advertising budgets of the Internet segment will be spent on mobile devices, in the United States the share of mobile advertising will be 51.9%. The global average is 42.3 per cent.

According to the forecast of eMarketer, in 2015 the total volume of the advertising market in Russia will be $8.55 billion, and by 2019 it will grow to $10.78 billion. The digital advertising market will grow from $2.27 in 2015 to $3.27 in 2019.

According to experts, Russia will only exceed the threshold of 30% in Internet advertising costs from the total volume of advertising budgets by 2019, but in general, 29.9% of advertising spending will go to digital advertising in 2015.

2013

J'son & Partners Consulting: Market volume $97.3 million

According to J'son & Partners Consulting experts, the Russian mobile advertising market will amount to $111.8 million in 2014, which is 15% higher than in 2013 - $97.3 million.

According to the agency's forecasts, the mobile advertising market in Russia has a positive trend and by 2017 it will be estimated at more than $243 million.

Forecast ZenithOptimedia: $78 million in 2014

December 2013:

first time in the global forecast, we separately touched on mobile advertising. We expect a rather rapid development from this new channel. In the coming years, the new media will become the fastest growing in terms of the growth of advertising investments, as it was with non-air channels and the Internet a few years ago. The Internet, having the smallest share in the total media mix in the past, is now the second largest investment. We predict such a rapid development for the mobile advertising segment and in the Russian market. If in 2010 investments in mobile advertising in Russia amounted to $12 million, then in 2014, according to our forecasts, they will amount to $78 million, and in 2016 they will reach $137 million. It is expected that more and more attention will be paid to the new communication channel in advertisers' marketing strategies, "said Rupert McPetry, CEO ZenithOptimedia Russia &^[2]

2012: J'son & Partners Consulting: Market volume $60.8 million

According to experts of the J'son & Partners Consulting analytical agency, the volume of the Russian mobile advertising market in 2012 will be $60.8 million, and by 2015 the market will increase to $215.8 million.

The largest segment of the market is messaging, which occupies 60% of the mobile advertising market. SMS mailings occupy the maximum share among all mobile advertising channels and in the structure of operators' income from mobile advertising, analysts say. However, according to J'son & Partners Consulting experts, this segment will lose market share, although it will remain the largest segment until 2016.

At the same time, J'son & Partners Consulting experts predict a significant increase in advertising in applications, which involves the ability to integrate an advertising message according to the specified conditions of the advertiser.

The main feature of the Russian mobile advertising market, according to agency experts, is that mobile operators independently sell advertising to end customers. Analysts identify four types of participants in the Russian mobile advertising and marketing market:

• cellular operators,
• players of media and context online advertising,
• service and content providers, as well as
• mobile advertising agencies.

The main drivers of the mobile advertising market are the spread of 3G, LTE and the expansion of smartphones, analysts say. According to J'son & Partners Consulting, in the first half of 2012, smartphones accounted for 27% of the total number of sales of mobile phones. At the end of 2012, there will be 27.2 million smartphone users in Russia, which is more than 2.7 times higher than in 2010.

2010: MTS forecast: 2.85 billion rubles in 2015

In May 2010, MTS Vice President for Commercial Affairs Gerchuk Mikhail spoke at the 42nd IAA World Congress. In his speech, he spoke about the prospects for the development of mobile advertising in the Russian Federation.

1. The volume of the Russian mobile advertising market due to high growth rates will increase to 2.85 billion rubles. by 2013 from 0.2 billion in 2009 (for a realistic scenario, see below for more details on market development scenarios). Starting from 2011, the mobile advertising market in the Russian Federation will enter the phase of explosive development, which is characterized by a combined average annual growth rate (CAGR) until 2013 at the level of 70-100%.

Volume of the Russian mobile advertising market in 2009-2013 (realistic scenario, billion rubles) and market structure in 2013

Source: Informa, MTS assessment.

At the first stage, until 2012, the market will grow mainly due to an increase in messaging volumes (SMS/MMS advertising, system messages, etc.).

At the second stage, in 2012-2013, the market growth will be mainly due to the development of the mobile Internet as the main channel for delivering mobile advertising. During this period, the share of tariff plans with unlimited mobile Internet access will reach about 30%.

2. Mobile advertising market structure: By 2013, Internet sites and other players will occupy about 60% of the market due to the development of mobile versions of their portals. The remaining 40% of the market will fall on the products of mobile operators (WAP portals, IVR, RBT, USSD requests, SMS, MMS, etc.).

3. Market Outlook:

• In 2011, due to clearly targeted mobile advertising, subscribers of mobile operators will receive promotional offers only in areas of interest to them.
• By 2012, the response (CTR, click-through rate) on mobile advertising will be more than 10 times higher than the response on other media channels: TV, outdoor advertising, press, radio, Internet.
• By 2013, some tariff plans and services from advertising funds will be provided by mobile operators free of charge.

4. MTS advertising channels today offer coverage of 10 million subscribers and include the following directions:

• SMS mailing to MMS portal users
• Send SMS to portal users wap.mts.ru
• Send SMS to GOOD'OK service users
• OMLET portal
• MTS WAP Portal

In the coming year, MTS will offer advertisers new promising channels:

• System messages (balance request, missed call reminder) - coverage of 50 million subscribers
• Advertising at the moment of downloading the Internet - pages on a mobile phone - reach up to 9 million subscribers

The market forecast for 2010-2013 is calculated in three scenarios with different average annual growth rates, depending on both the state of the Russian economy and the development of new media channels competing with mobile advertising. As mentioned above, according to the realistic scenario According to the conservative scenario, by 2013 the market volume will increase to 1.90 billion rubles; according to an optimistic scenario, the mobile advertising market could grow to 3.84 billion.

See also

• Mobile Advertising (Global Market)
• Advertising (Russian market)

Notes