Marketers  continue to reallocate spend from traditional media into online. 83% of marketers increased online advertising spend during 2009 with 94% planning to increase in 2010. Audience targeting and cost efficiencies identified as drivers of online growth. Mobile advertising spend rising rapidly with format beginning to fulfil its potential  as the  ‘one to watch’.

EIAA research released today reveals that marketers across Europe continue to embrace the power of online during a year of recession due to its ability to maximise limited budgets. 83% of all marketers surveyed stated that online advertising spend during 2009 has been greater than in 2008 and the medium looks to go from strength to strength (94% expect growth in online in 2010 and 93% in 2011).

Targeting and cost efficiencies reign in tough times

Mobile is a rising star

Reallocation of traditional advertising budgets

According to information received, at least once a month, read the news 77 percent of Russians surveyed – data RUmetrik. At POF and The Online Monitor figures are virtually identical – 65 percent and 66 percent of users are interested in news. About e-mail in the POF survey did not ask, according to the 2 other companies, e-mail use 74-78 percent of Internet users. Weather, according to their own data, interested 67-68,4 percent of users. Regarding search, the data vary: from 50 percent in POF, 69 percent have RUmetrik and up 81.4 percent at The Online Monitor.

Downloading and viewing, listening to audio recordings, videos and photos are interested in from 40 percent to 50 percent, post videos and photos 23-24 percent of users. Audio files at the same time publish a network of less than 10 percent of users. As for software, then spread his interest in upgrading or downloading – from 33 percent to 49 percent. Blogs and forums read 33-42 percent Runet, write to them – from 12 to 16 percent of respondents. In online gaming interest from 23 to 31 percent of users, online TV – from 16 percent to 19 percent. The acquaintance of a network of about 15 percent of respondents.

With regard to shopping online – they make from 17 percent to 21 percent of users, on average, every fifth. With regard to payment for goods and services, electronic money, then, according to various studies, the proportion ranges from 7 percent (FOM) up to 15.4 percent (The Online Monitor), the holding of other financial and banking transactions online – from 5 percent  (FOM) to 12,4 percent (RUmetrik).

For comparison, the report of foreign research team Pew Internet & American Life Project shows the usual daily activity of a global network of users outside of Russia. According to these data, the most common network service for Internet audience is e-mail – 60 percent of daily users check their electronic mailboxes. Their share in the last 7 years has increased by 15 percent.

Search the Internet popularity among users of a global network was on the 2 nd place with 49 percent of daily hits. According to Pew Internet, over 2002 popular Google, Yahoo, MSN and other such services grew by 69 percent. Reading the news, according to foreign reports, was in third position with 39 percent popularity, 30 percent are interested in the weather forecast online, 29 percent – are looking for information related to their hobbies, 28 percent – go to different pages for fun. Visit social networking sites ranked seventh (13 percent) in the list of daily activities of users.

Comparing the data on the daily activity of the Internet audience in Russia (RUmetrik ) abroad (Pew Internet), Rambler analysts have concluded that the significant difference in Internet audience regarding Internet search and e-mail-communication there. For example, 60 percent overseas and about 65 percent in Russia daily by e-mail, 49 percent are looking for information in a global network and 51,5 percent – specifically in RuNet. But reading the news every day Russians are paying attention to almost 2 times larger: 70 percent according to RUmetrik and 39 percent – Pew Internet. Weather in Russia are interested in 56.6 per cent against 30 percent of Internet users abroad.

www.bit.prime-tass.ru

«UAIR plays an important role in bringing together participants and establish common standards for measuring online advertising market. The company Google, are actively working in Ukraine can not remain aloof from these processes and will be glad to take part in the activities of the Association », – said Dmitry Sholomko, a spokesman for Google in Ukraine.

«Ukrainian Internet advertising of interest to foreign companies. Also they are interested in conducting research of our audience and establishing criteria for the work market, which continues to grow, despite the unfavorable situation in the economy », – said Andrey Zablotsky, head UAIR.

ko-online.com.ua

- Ruslan, please tell me what the current audience of the Internet in Russia?
- Recent data of our study show that the average monthly audience of the Internet in Russia is 27 million, representing approximately 45% of the population. I want to emphasize that when we talk about these figures, we are not referring to all the inhabitants of the country, but Russians over 12 years living in cities of more than 100 thousand people. In Moscow, with a monthly audience of the Internet is 62% of the city, in St. Petersburg – 56%. Over the past 12 months the number of Internet users in Russia grew by 16%.

- Whether the crisis has influenced the growth of connections to the World Wide Web?
- I do not think that in the current economic situation increased dramatically slow connections. This is sufficiently inertial process. Far more, in our opinion, limit the growth of infrastructure problems – put simply, the possibility of laying the cable. On the other hand, in some age groups reach of the Internet has already exceeded 90%, and in this case to the audience simply do not have the physical capacity to expand further.

- How would you describe the new Internet user in terms of its affiliation to the social and age group?
- The main group of web users in Russia - people under 45 years. The largest increase in recent years was recorded in a group of 25 to 45 years, because a group of 12 to 24 years sooner mastered this medium. We assume that the audience of the Internet in the future in its composition will be more similar to the urban population of our country.

- How to change user preferences in this new situation? What resources are becoming more interesting to him, which are less so?
- We do not know what services or types of sites will dominate in the coming years. Rather – it is a question to the heads of major Internet projects. In my opinion, the main advantage of the Internet over other media is that it can provide a high level of focus, targeting services, advertising services on the narrow group of users. And on this basis will be based services of the future. Media will change the future of Internet companies will become more personalized.

- And what resources are currently the most popular in RuNet?
- In terms of audience leaders are portals (Mail.Ru, Yandex and Rambler), and social networks – «classmates» and «VKontakte». That is in Russia’s segment of the Internet is now leading service platform.

- Is a conflict between the popularity of social networks and the reluctance of advertisers place where they are not sure of the quality of content?
- Rather, in this case is to talk about the need to develop new advertising models. On the one hand, there are resources with great coverage – a social network ( «classmates», «VKontakte» and others), as well as blogservisy, such as «Learn» and LiveInternet. On the other hand – there are companies interested in promoting their goods and services on the web. The problem is that social networks and resources with User-Generated Content (content created by the user. – ВЗГЛЯД) differ from what the media used to seeing the advertiser. Advertising model that is applicable to other media, the Internet does not work. But, in my opinion, the removal of this misunderstanding – a matter of time. Advertising model is already formed and can be effective. To do this, overcome the inertia of the advertiser, as well as to develop the most appropriate technologies and tools from the owners of sites or sellers of Internet advertising. Note the last transaction to purchase DST 2% of Facebook. While this is an investment in the future. But the deal itself shows that the belief that a new advertising model will be found there.

- Nevertheless, the yellow press, for example, already more than a hundred years, but the important «brand» advertising on the pages of such publications are not. Granted, the subway you can see a lot of reading tabloids.
- I want to note that the scope of the audience itself is no longer a single value for the advertiser. An example of traditional media, which had in the past monopoly on information dissemination and advertising and then remained in the past. For those who wish to advertise their products today are no more problems with the report information to the consumer. There are many ways to communicate about themselves – from handing out leaflets on the streets to interactive advertising on the Internet. Today, advertisers can choose which channel of communication they use. They can decide what is more important – the ratio of «price-quality» (which means I will be cheaper) or a component of the image (as far as I want my brand associated with a particular news or visual side by side). And today it is – choice advertiser.

- Social networks have become to some extent a symbol of «fat years». Can I say that in the new economic situation, its peak of development they have already passed? Or they still potential for growth?
- I look at it a little differently: «fat» years were purely for the owners of these services for site owners who could afford to invest in resources that are not expecting to receive instantaneous income. Yes, in the last few years have seen a boom in social networking, but from the perspective of users, it has nothing to do with «fat» years, is largely a question of content and novelty pnternet services. So I think that social networks a great potential for quality development in the future.

- How to express these changes?
- Any media is fighting for his time listener, reader or viewer. Today, we see that the Russians began to spend more time on the Internet. There is a growing domestic use, the number of sessions in the evening. This means that the Internet already competently competes with other media. Before television, for example, was the subject of family viewing – can recall now, where the family sits together in front of a television in the evening in the living room. Now it’s already gone. Today we see multicontact Wednesday – no surprise the man sitting in front of TV with the laptop, and certainly almost certainly his next laptop will be based on a mobile phone.
Russia market is faced with two important trends in recent years: the dramatic growth of the Internet - the coverage, the number of users, time spent in the web, on the one hand, and on the other – the development of cable and satellite television, when the number of channels available to people, sharply increased. This is largely influenced the model of the electronic media.
It must be said that in Russia a unique situation – worldwide cable and satellite TV have coverage before broadband Internet access, but in Russia it happened simultaneously.
Against this background, active, a new model of media consumption, and for providers of electronic services an opportunity to personalize the services provided. In my opinion, this trend will dominate in the future.

- In this context, large Internet providers, began to make a single sentence «Internet + TV», caught the trend and decided to use it themselves or it formed?
- I think what happened here a combination of factors.

- How is the case with advertising budgets on the Internet? I wonder whether this medium for advertisers?
- Internet has left the position of «poor relation», where advertising money were given as a residual. The vast majority of companies, in our experience, are looking at the Internet as a very important and promising communication channel. Another thing is that, as I said, the original advertising model, which worked on the classic media, is not applicable here, requires new solutions.

- How will the crisis change the situation?
- I think that the crisis, paradoxically, would have a positive impact on Internet industry. The fact that the current economic situation has forced advertisers to more closely analyze the distribution of advertising budgets. At the same time period, when the Internet was considered as merely a newfangled technological toy was unclear how it can be used as an advertising platform, has gone. Everyone understands that this is an important channel of communication with consumers. Today it is becoming clear that the Internet in Russia as a media segment is still undervalued, that the amount of invested money in this environment of proportion to the volume of contacts that she can give. Therefore, I am sure that in 2009 many companies increase their online advertising investment.

- And as the crisis in general affect the media market?
- Today we are seeing two trends in the advertising market in Russia: first, to increase the share of television advertising budgets, because of the difficult economic period, TV - the most effective media for large advertisers. On the other hand, also increases the Internet. And the media such as outdoor advertising, press and radio, unfortunately, suffer from the worst of the crisis.

- Why is television in the crisis becomes so important to advertisers?
- First of all, television – is cheap in terms of the value of the contact. No other media provides the same coverage as television. TV at the moment of uncertainty at the end of last year, when market players do not understand what will be marketing the model in 2009, became a kind of money «vacuum» in the advertising market, dragging themselves advertising budgets from other media. This was due to the fact that advertisers in Russia continue to perceive the TV as a guarantor – «very foundations» advertising market.

- How changing TV using? What began to look more, that began to look less?
- Television in our country remains largely entertaining.

- Despite the crisis? That is not news began to look more?
- News consumption remains a niche, except, God forbid, emergencies, when they all rushed to see what happens. News ether component itself, its value for the viewer is not decisive. With the development of Internet television lost its monopoly on the news and on the speed of their delivery spectators. News, of course, must be on the air, but they do not attract the viewer. Television for the viewer today – is primarily a channel of entertainment. Hence the high interest in serials and entertainment programs. This category also includes programs and sports broadcasts.

- Why is the background of sporting success in 2008 television still remains «serial»?
- Due to the fact that the sporting event actually watching – once. FIFA Football spectators look on during the time of the meeting. Just like the Olympics. But there is always a question of filling the ether and attract visitors during periods when there are any high-profile events. Against this background, the charm of serials from the perspective of television – that you can during the season to maintain a more or less permanent interest of the audience.

- It happens all over the world?
- Yes, so the sports channels around the world, usually paid.

- What do you see the situation on the media market after the economic stabilization will occur?
- Competition for the time the consumer media content between the media will only increase. First of all, due to the emergence of new media, Internet development, satellite and cable television. Against this background will be the fragmentation of audiences, and the proportion of time that a user in the sum will be spent on each of the media, will decline. In such a situation, in terms of audience, inevitably a reduction in the proportion of leading players in media markets and a bigger share of the second and third tier. On the other hand, I am sure that during the crisis period, we will see a new wave of mergers and acquisitions in the media market and, consequently, will form the new media structure. Perhaps as strengthening the position of the leading players of today and the emergence of new companies.

vz.ru

PQ Media’s “Word-of-Mouth Marketing Forecast 2009-2013” reported that while year-over-year growth is expected to slow in 2009, WOM spending is on pace to grow another 10.2% this year, placing it among the fastest growing advertising and marketing segments. By comparison, the US economy – as well as the advertising and marketing services sectors – are all expected to decline in 2009 for the first time since the Great Depression of the 1930s.

Though WOM was only a $300 million “blip” in the marketing services sector in 2003, the report revealed that industry spending increased at a compound annual growth rate (CAGR) of 37.6% from 2003 to 2008, as the rise in popularity of blogs, social networks and online communities led brands to shift dollars to WOM. This has been in response to a shift away from time spent with traditional media and a corresponding increase in time spent with alternative media:

Over the next five years, total spending on WoM is expected to increase at a CAGR of 14.5% from 2008 to 2013. Both major sectors defined in the report – content & services and ancillary products – are expected to post strong gains and contribute to overall growth. Ancillary products spending will increase faster than content & services spending primarily because the market is smaller and, therefore, has more growth potential.

CPGs Biggest WOM Users

The report, which provides an in-depth analysis of industry changes as consumers become more socially connected online, found that brand marketers – particularly those for packaged goods and foods & drinks – continue to increase spending and emphasis on WoM as part of their overall marketing strategies.

CPGs are the major user of WoM, accounting for 17.4% of spending in 2008, the report said. Other top-five product categories are food & drink, finance & business-to-business services, electronics & telecommunications, and retail. Auto & transportation likely would have been in the top five if not for the financial woes that befell the industry last year, PQ Media said.

Content & Service Providers Grow Too

At the same time as brands are increasing their WOM spending, content & service providers are also experiencing sizeable growth. WOM strategy & consulting remains the largest segment at $832 million in 2008, even though year-over-year growth slowed to 7%. WoM agencies grew 18.7% to $197 million in 2008.

Emerging Trends in WOM

PQ Media also identified the following trends in WOM for the coming years:

* Increased investment in online and offline WOM communities: Spending on WoM online communities increased 26.6% in 2008 to $119 million. Although it is currently the smallest category within the content & services sector, WoM media is the fastest growing segment, with spending up 34.6% in 2008, to $109 million.
* Changing consumer behaviors and advancing technology: Behavioral changes and technology improvements, and their residual effects on the advertising and marketing sectors, will continue to fuel growth in WOM marketing spending during the 2008-2013 period.
* Demand for better measurement: Although more leading brands are accepting WoM, they are demanding data to justify their spending. Marketers are requesting research that extends beyond anecdotal information about online conversations and consumer attitudes. They expect proof of return-on-investment, and WOM research companies are developing new metrics to address these demands.

“Despite impressive growth in the industry, word-of-mouth remains just a fraction of the overall advertising and marketing landscape,” said Patrick Quinn, president and CEO of PQ Media. “But double-digit growth in this economic environment is a strong sign of an increasingly prevalent role in the future.”

A recent industry forecast report from Veronis Suhler Stevenson predicted that the entire communications industry, fueled in large part by spending on alternative media, will grow faster than the US GDP and will reach $1 trillion by 2013.

About the report: The five-year industry forecast, 2009-2013, divides the WOM industry into two major sectors – content & service providers and ancillary products – as well as six additional segments within those sectors, including strategy & consulting, WoM agencies, online communities, WoM media, research & measurement, and technology & tools. PQ Media defines WoM marketing as an alternative marketing strategy supported by research and technology, which encourages consumers to dialogue about products and services through various online and offline tactics, often facilitated by brand ambassadors.
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www.marketingcharts.com

We believe that the UK, parts of Europe and Asia will start to stablise.

“In an environment where clients are focusing on the value they can get from their media spend, they want proven and accountable communications. This could be one reason for the relative resilience we are seeing in TV and online.”

The US and Spain have the most severe falls in growth, with forecasts predicting -9.8% and -16.5% respectively. They are also both predicted to record negative growth into 2010. The UK, France and Italy are forecast to have single digit declines in 2009, moving back into positive territory for the following year. Japan is forecast for a -5.5% reduction in spend for 2009.
Germany and Canada seem less volatile, in relative terms, with one or two percentage points of negative growth predicted. And with a prediction of 4.6% for 2009, China is the only major market with positive growth, albeit well below the 18.9% recorded for 2008.

www.carat.com

		Thursday, 13 of August		Wednesday, 12 of August		at the average on Thursday		at the average For 7 days
	Google	3,723,855	68.6%	5,985,535	68.5%	5,887,619	68.6%	5,604,526	68.3%
	Yandex	996,984	18.4%	1,627,783	18.6%	1,594,755	18.6%	1,536,150	18.7%
	Google (pictures)	202,953	3.7%	312,836	3.6%	310,196	3.6%	296,144	3.6%
	Search.Mail.ru	142,547	2.6%	234,491	2.7%	231,475	2.7%	225,365	2.7%
	Rambler	96,479	1.8%	152,314	1.7%	151,586	1.8%	140,918	1.7%
	ICQ.com	52,194	1.0%	87,127	1.0%	87,900	1.0%	84,830	1.0%
	Bing	50,033	0.9%	74,507	0.9%	74,354	0.9%	68,274	0.8%
	Conduit.com	36,476	0.7%	60,423	0.7%	53,926	0.6%	57,180	0.7%
	QIP.ru	34,754	0.6%	56,597	0.6%	50,868	0.6%	52,822	0.6%
	Yandex (pictures)	33,363	0.6%	54,352	0.6%	52,429	0.6%	50,870	0.6%
	amount of selected	4,867,351	89.7%	7,840,139	89.8%	7,708,316	89.8%	7,349,870	89.6%
	total	5,425,486		8,734,196		8,585,876		8,200,618

www.liveinternet.ru

www.liveinternet.ru

In particular, on Russian television ceased to advertise Toyota, Skoda Auto, Raiffeisenbank, «Uralsib», several insurance companies ( «Zurich», «Russia»), alcohol producers and products (Campina, «Babayevskiy», «Baltimore», «Krasny Vostok -Solodpivo ») and many others.

Despite withdrawing from the ether of many companies, in June went on television more than 39 thousand minutes of advertising. This is more than two thousand minutes more than in May and April. Thus, the increase was mainly due to the leaders on advertising costs.

In general, for the quarter, the volume of advertising placements increased by four thousand minutes, compared with the first quarter.

Among the leading channels on advertising in June became ТВ3 – on the TV was shown 5, 88 thousand minutes of advertising. For comparison, the «Россия» scroll 5, 6, thousands of minutes on the «Первий канал» 4, 69 thousand minutes on «Рен ТВ» – 4, 45 thousand minutes at СТС – 5, 34 thousand minutes on НТВ – 4 , 94 thousand minutes.

Previously, repeatedly pointed out that television is facing a crisis much better than other media. This is due to the fact that advertisers are trying to run on the most effective venues to reach a maximum audience. Already aware that the advertising time sold on TV for two months in advance.

Of course, social media is starting from a smaller base. Forrester estimates that $716 million will be spent on the medium this year, growing to $3.1 billion in 2014. At that point, social media will be a bigger marketing channel than both email and mobile, but still just a fraction of the size of search or display advertising ($31.6B and $16.9B, respectively).

Not surprisingly, some of this growth comes at the expense of offline advertising. Forrester estimates that online advertising will grow from 12 percent of total marketing spend this year to 21 percent by 2014, meaning that offline ad spend will fall. In fact, Forrester concludes that “overall advertising budgets will decline,” meaning efficiencies are being had by shifting money to the Web.

mashable.com