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For 2017, IMHO, a subsidiary of NSC, is the largest seller of media opportunities in Runet. Exclusively sells the spaces on Yandex.ru, Afisha.ru, RBC.ru, Rambler.ru, Auto.ru, Championat.com, Lenta.ru, Gismeteo.ru, Avito.ru, etc. and also own advertizing products:
- Imho Video Network (IVN),
- Imho Mobile Network(IMN).
2021: Merging with GMPD and renaming to Digital Alliance
In early December 2021, it became known about the unification of large online advertising sellers in Russia IMHO and GMPD. Under the terms of the transaction, Gazprom Media Holding (GPM), which owns 30% of GPMD, will withdraw from the company's capital, and IMHO founder Arsen Revazov will not sell his shares and will receive a stake in the combined seller.
About this writes "Kommersant" with reference to Alexander Zakharov, head of the company "Digital Alliance" (new name for IMHO). The company plans to bring revenue in 2022 to 13 billion rubles, a source close to the deal said. This is 2.5 times more than two companies.
Zakharov in a conversation with the newspaper said that Digital Alliance expects to increase its market share due to new advertising tools, growing the performance of key partners and attracting new ones.
According to Arsen Revazov, "the plan is being discussed, but has not yet been adopted." Zakharov explained to the publication that the seller will be able to increase income only if advertisers are offered the mandatory placement through it when buying advertising on television from the National Advertising Alliance (NRA).
Irina Gushchina, director of advertising procurement in the digital environment of the OMD OM group, believes that the combined seller can offer the TV + Internet product. She believes that in recent years, company performance has not grown due to their competition and the inability to create single products that meet market requirements, the publication reports her words.
The GPMD and IMHO market have been waiting for "three years," says IAB Russia President Boris Omelnitsky. However, advertisers have developed relationships with specific managers, so "slow reform can be called concern for advertisers," he said.
The managing director of Amplifi (part of dentsu Russia) Andrei Yakovitsky believes that it will be difficult for the combined company to strengthen its position due to competition with Yandex, Google and Mail.ru Group.[1]
2020: IMHO will set up digital advertising for offline segments of Evotor
On May 12, 2020, the IT company Evotor announced that they had agreed with IMHO on cooperation in the field of advertising technologies. The partnership with Evotor will allow you to target IMHO customer advertising campaigns based on data on offline user behavior before self-isolation. Evotor's DMP segments will help advertisers who offer shipping or want to speed up sales recovery after restrictive measures are lifted.
Evotor began to transmit to IMHO aggregated data on offline behavior of users to target advertising campaigns. Evotor technologies allow you to use not only current, but also retrospective data on consumer behavior before self-isolation. Despite the fact that customers switched to online shopping, their interests and preferences generally remained the same.
Evotor processes more than 100 million MAC addresses every month. Based on these data, DMP Evotora allocates more than 100 audience segments for targeting by type of services, geolocation and format of outlets: from small stores to large shopping complexes. Data on segments remains up-to-date for at least six months.
The use of Evotor segments for advertising in IMHO video and mobile networks opens up non-standard approaches to targeting. Evotor's DMP segments will be especially useful to online stores and offline businesses that launch delivery, as well as those who want to quickly restore sales after the lifting of restrictive measures. For example, for the sale of apartments in residential complexes, Evotor will help to select users who often visited retail outlets of the premium category. Users who are engaged in repairs, with the help of segments of Evotor, you can offer modern building materials or furniture, and students and gamers - snacks and drinks with delivery.
Also, advertisers will receive additional targeting capabilities at the level of districts and nearby outlets. In addition, not all regions have a tough self-isolation regime, which means that the data will be as relevant as possible at the moment.
 | We see an active 40-50% increase in traffic on our mobile and video networks. Despite the fact that people remain at home, the use of smartphones and tablets is growing rapidly - people are actively playing, communicating in instant messengers, watching videos. Video viewing on Smart-TV and desktop has grown several times. At the same time, the audience not only consumes content, but also actively makes online purchases. Evotor's data will allow us to customize advertising campaigns so that they find the right target audience and do not annoy users, "said Alexander Trinich-Afanasyev, director of product development at IMHO. |  |
{{quote 'Customer habits have changed - people consume online everything they used to consume offline: goods, services, content. However, data on their pre-quarantine behavior helps focus advertising campaigns on those who may be more interested in promoted categories. The partnership with IMHO makes it possible for advertisers to reach the audience of online cinemas, sites with professional publishing and video content in one place using DMP targets Evotor, "said Igor Ohanesyan, director of advertising products development at Evotor IT company. }}
2017
IMHO and Getintent agree on strategic collaboration
The international company Getintent and the Internet seller IMHO agreed in the summer of 2017 on a strategic partnership. Automated purchase of outstream video ads will be available to advertisers through DSPGetintent on all IMHO Outstream Network sites: Videonow, Gismeteo.ru, Sports.ru, TVZvevda.ru, Ren-tv.com, etc., with a potential reach of ~ 20 million users. More details here.
FAS permits NSC takeover of Vi, IMHO Vi and GPMD
In January 2017, the New Service Company sent petitions to the FAS to acquire shares in the Group of Trade Video International and IMHO Vi companies, as well as shares in Gazprom-Media Digital. VI Trend sells advertising on the regional broadcasts of most Russian television channels, and IMHO Vi and Gazprom-Media Digital are responsible for selling advertising on the Internet. Permission was obtained.
2006: IMHO VI repurposed as Internet sellers
Video International has been engaged in online sales since 2006, when IMHO VI, a member of the group, was repurposed as an Internet seller.
Notes
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