Hyper Audience

Hyper Audience platform (Maelico ltd.) also iOS (28421 pieces), as of February, 2020 into which video advertizing is integrated and which use in the territory of Russia specializes on pro-grammars purchases of video advertizing traffic in more than 120 thousand mobile applications for Android (93790 pieces). A monthly scope of network in Russia more than 70 million unique devices. For all stock with a total amount of 500 million demonstrations a month security requirements of a brand (brand safety) are observed, video advertizing is shown with a sound.

History

2020: Connection of traffic of Hyper to GPMD network

On February 13, 2020 the company of the Russian market of the video advertizing GPMD (Gazprom-Media Digital, the NSK subsidiary company) announced sale of advertizing stock of mobile video network which scope will be confirmed to Mediascope. Since March, 2020 Mediascope begins delivery of data on audience of the mobile Hyper advertizing network (the partner of GPMD) in the large cities of Russia. The share of mobile video stock in advertizing budgets grows after penetration of the mobile Internet: according to GPMD, in 2017 20% of the market of video advertizing were the share of it, and in the 2019th this indicator was not less than 50%.

Within the project on measurement of the Russian Internet audience the WEB Index компания Hyper installed Mediascope counters on stock of the mobile advertizing network. Since the end of 2019 Mediascope measures audience of advertizing network Hyper in the test mode, the first delivery of data, open for the advertizing market, is planned for March, 2020. Data on audience of mobile video advertizing of network will be provided on the cities of Russia with the population from 100 thousand people aged from 12 years.

Project data will be monthly updated and will be available to clients of Mediascope in metrics (a monthly and average daily scope), usual for the market, in client software of the company and also an interactive dashbord. Earlier the Mediascope company measured audiences of mobile advertizing networks only in the test mode, without official delivery of data to the market.

For the beginning of 2020 the special audience which advertisers can cover only using mobile devices was created. According to Mediascope, monthly penetration of the mobile Internet among residents of the large cities of Russia in June-November, 2019 reached 74.6% of the population or 47.7 million people. The number of exclusive mobile users (those who for Internet connection use only mobile devices) in June-November of the 2019th was 24.2% of the population or 15.4 million people.

Video advertizing by a number of parameters advances the rollers shown on desktop computers (desktop) in mobile applications. So, test measurements of GPMD showed that visibility of mobile video advertizing formats reaches 90% against 65% for desktop. The indicator of examinations of rollers is also higher: 80% in mobile video advertizing against 70% on desktop computers. Expenses of advertisers on mobile video stock are comparable to costs for video advertizing on desktop-platforms. For the last three years of costs of brands for mobile video advertizing grew more than twice: according to GPMD, in 2019 over 50% of the market against 20% in the 2017th were the share of it.

Start of measurements of video advertizing in mobile applications allows advertisers to estimate, in terms of an audience scope, those volumes of stock which appeared at the disposal of GPMD network. We began to cooperate with Hyper company against the background of growth of interest in mobile stock from brands more than a year ago, and during this time it proved as the reliable partner. Connection of traffic of Hyper to GPMD network, according to us, will allow to double a cumulative scope of network of a seller – from 22 million to more than 45 million people, speaks the development director of GPMD Sergey Korenkov

Our company is created in 2016, we develop the platform integrating the video stock available in mobile applications and also filtering system which allows to cut traffic with low indicators of examinations video and fraudulent stock. The Hyper Audience platform gives the chance to select from all set of RTB stock, available in the market, that which conforms to high requirements of advertisers and a seller, notes the director of the product Hyper Stas Bonbin

Start of measurements of audience of the mobile Hyper advertizing network reflects current trends in the Internet advertizing market. Mobile advertizing shows active growth several years and as the mobile video stock is very demanded at advertisers, the market is extremely interested in high-quality measurements. We calculate that measurement of audience of advertizing network Hyper will increase transparency in a segment of mobile video advertizing, specifies the director of mobile technologies and the products Mediascope Mikhail Tsuprikov