RealWeb

Realweb is a full-cycle digital agency that is part of the RW + group.

History

2025: Realweb GC Brand Change to RW +

Realweb Group of Companies on February 18, 2025 announced a brand change to RW +. The rebranding reflects a shift to a new phase in the business, which has expanded over the past 3 years with the launch of new destinations and M&A deals.

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Фото: Realweb

26 years ago, it all started with the launch of the agency of the same name Realweb, which grew into a group with more than 850 employees. As of February 2025, the RW + portfolio includes six companies:

• digital agency of the full cycle Realweb,
• recruiting agency RealHR,
• Epic Growth Professional Development Platform,
• software developer Realweb TECH,
• Developer of analytical services for the implementation of data driven, marketing DataGo
• and Marketplace advertizing Centra products and services.

The group develops on a horizontal basis: business lines complement each other, and new services appear at their junction. For example, joint projects and products Centra + DataGo, Realweb + Epic Growth. The ambition of RW + is to create a single digital marketing service infrastructure from data analysis and communications planning to hiring and upskilling of employees.

We have grown significantly and entered new business areas - such as hiring and training staff, so in the previous framework we have already become cramped. This brand retains the continuity of our history and emphasizes the key values: openness, focus on partnership and the spirit of entrepreneurship. That is why a plus sign appeared in the name. RW + is a single digital platform where expertise from all of the group's businesses creates additional value for customers, helps to grow and increase marketing efficiency, "said Olesya Romodina, CEO of RW +.

To optimize management processes and strengthen the interaction between business units and functional divisions, RW + has rebuilt the management structure. Key functions were brought to the group level: finance, marketing, commerce, digitalization, as well as organizational structure management.

2023: Acquisition of DataGo

Rialweb Group on February 28, 2023 announced the purchase of DataGo, a developer of analytical solutions for data-driven marketing. Read more here.

2022: Qiwi acquired RealWeb advertising agency for 1-2.5 billion rubles

In December 2022, it was announced that Qiwi had acquired 78% of advertising agency RealWeb. Another 22% will be purchased over the next six months. The entire agency team will move to Qiwi.

The amount of the transaction was not disclosed - Realweb co-owner Emin Avetisyan told Forbes that it is "within market value." According to the calculations of the executive director of DigitalBudget Alexander Stepanov, Realweb occupies about 8-10% of the entire Russian online advertising market. Based on the financial indicators of the agency, he estimated the deal at 1-2.5 billion rubles.

The deal will allow Qiwi to enter the advertizing market as part of a strategy to diversify the business. For December 2022, the company has, payment system financial service for and small medium-sized businesses Rowi and automation platform marketing Flocktory^[1]

In April 2023, Qiwi revealed the purchase cost of digital agency Realweb - 1.77 billion rubles. The amount included expenses for the acquisition of the Realweb Latvia division and the marketplace of advertising platforms, services and services of Centra. This was reported in the financial statements of Qiwi.

2014

The first Google agent in Russia for premium RTB functions

2016

In July 2014, the American company Google signed the first agreement with the Russian Internet agency to use the DoubleClick Bid Manager Premium package. The premium function of the system, which allows you to effectively manage the purchase of media and video ads using the RTB model from one platform in real time, was received by the RealWeb Internet agency.

As of the date of the DoubleClick Bid Manager (DBM) by Google deal, Google is interacting with 18 exchanges, including DoubleClick Ad Exchange, AppNexus, FBX, MoPub and others. DBM is embedded in Google's global infrastructure and is fully integrated with DoubleClick Digital Marketing.

The presence of the Premium package in the DoubleClick Bid Manager platform allows customers to get advanced functionality for managing campaigns at an RTB auction (working with dynamic "creatives," targeting high-quality audience segments, look-a-like targeting and others).

What gives premium:

• Dynamic creatives can improve the effectiveness of campaigns by displaying a banner with the most relevant product to a user who has already visited the client's site.

• Targeting for interest segments has appeared, already used in Google Adwords. It provides an opportunity to reach an audience based on parameters related to lifestyle and user interests. Now you can focus on more than 80 unique thematic groups, the audience of which shows great interest in the advertiser's brand or product.

• Look-a-Like targeting finds an audience similar to the advertiser's already loyal audience. Look-a-Like uses technology that combines Google audience data with analysis of existing advertiser remarketing lists. This is necessary to find prospects who have common interests with the existing audience of the advertiser.

end of the year, Google plans to expand its functionality. Thus, we are increasingly approaching the very essence of RTB advertising, namely, buying the right audience, and not showing on the sites, "the parties said

Advertising campaign for Yandex.Money for 8 million rubles

In April 2014, Yandex.Money held a tender for the development and distribution of information and advertising materials on the network. The competition did not take place, since there was only one application for participation - from RealWeb. The transaction value remained the maximum assigned - 8 million rubles together with VAT, the term for concluding an agreement is a year.

Only those advertising agencies that have current contracts for the provision of communication services with Google and the distribution of advertising on Yandex could participate in the tender.

2000s: Entering the online advertising market

Commercial developments at RealWeb continued to be a priority area, but gradually in the company in the early 2000s. another area appeared: Internet advertising. Its development took more than two years, since in St. Petersburg at that time the online placement market was not yet developed.

"Despite the fact that most business representatives at that time did not understand what online advertising was and how to benefit from it, the first client in this area was the construction company Stroymontazh, and later the leading multidisciplinary tour operator of Russia Neva. This became a separate round of RealWeb development: we began to actively engage in Internet advertising, a department dedicated to the technical support of Internet advertising stood out in the company, which developed its own system for managing it, including previously not provided services (for example, statistics). The project for the Neva travel agency required solving certain non-standard tasks: the company had divisions in various cities (now there are already about 150 of them), whose price policies differed, which should have been displayed on advertising media for various visitors to the site. Prices themselves could change up to several times a day, that is, in order to constantly provide up-to-date information, it was necessary to integrate the advertising management system with the internal customer base. At that time, no system allowed this to be carried out, so RealWeb implemented its own. In addition, one of the conditions was for users from various regions to display advertising more popular in their village (according to travel agency statistics) tickets, which was also carried out by us. Now we use these technologies in many projects, and often add certain new services for our clients, "said Mr. Vinogradov in 2009

In 2009, the company employed 80 people.

1998: Creation of the company. Site development

RealWeb was created in St. Petersburg in 1998, at a time when the Internet development market in the Northern capital was relatively underdeveloped, and was engaged in the creation of sites for commercial companies.

In 1999, the company signed a contract with such a large client as the Maksidom chain of construction stores, after which it became clear that in difficult economic times it would be able to stay on the market. This was followed by a number of large customers: including the Iskrasoft trade and construction group and the Bochkarev brewery. The leadership of the latter had foreigners, which, according to one of the founders and advertising director of RealWeb Maxim Vinogradov, gave the company a certain direction of development: the entire marketing policy was also based on the experience of communicating with foreign businessmen, thanks to which St. Petersburg developers received a special baggage of valuable knowledge.