Russian Internet Ad Goldmine
The ten largest advertisers on the Russian Internet spent $260 million in the first half of the year, not counting contextual ads and without VAT, a 73-percent increase, the MindShare Interaction has calculated specially for Kommersant. Spending on contextual advertising rose almost 83 percent to $161 million. Spending on media ads (banners, popup windows, etc.) rose 57 percent to $99 million and greater spending is planned later in the year.
MindShare Interaction monitored about 120 sites on a daily basis. Those sites included sites on which advertising was sold by IMHO VI (the main page of Yandex, Rambler and others), Mediaselling (kommersant.ru, vedomosti.ru) and +Sol (livejournal.com, championat.ru). It also tracked the most popular niche sites, such as mtv.ru (music), kleo.ru (women’s resources) and finmarket.ru (finances). A 35-percent discount was calculated on official price lists.
As in 2007, carmakers are the Internet’s largest advertisers. Carmakers still spend up to 20 percent of their advertising budgets on the Internet and, along with car dealers, accounted for 24 percent of the ads on the Internet. The five leading carmakers spend a combine d total of $11 million in the first half year. Household appliance makers were also active. Samsung Electronics appeared in the Top 10 advertisers for the first time, spending $1.3 million, and the category as a whole rose from 4 percent ($2.5 million) a year earlier to 6 percent (almost $ 6 million) of the market.
The top 10 advertisers were, in descending order: Ford Motor Co., MTS, MegaFon, General Motors, VimpelCom, PSA Peugeot Citroen, Nissan, Samsung Electronics, Honda and Procter & Gamble.
www.kommersant.com
All the Article in Russian as of Aug. 06, 2008
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Photo: Sergey Mikheev
