Online Advertising - Reflections
A short essay about the proper use of media for the target audience of people with an active lifestyle, or have time to enter the correct online advertising.
With statistics of demography, perception and behavior.
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As part of the April ROMIR Monitoring online survey, respondents (1,512 Russian Internet users over 18) were asked how much media they were in demand among them. It turned out that only 16% of Russian users can not give up the TV.
The older the respondent, the greater the importance for him of television - among young people only 10% will not give up television, and among respondents over 45 years old - 36%. Holders of secondary education (21%) and low income (22%) are more tied to television. Every fifth user of the network (20%) is ready to abandon television for good (23% among men, 15% among women). These graphs illustrate the process of media evolution in Russia:
Take a closer look at these charts. Most of all I like the opposition of the “forever” and “never” groups.
It is important to consider that this was an online survey ... Therefore, the public is the most active, the one about which I have already written .
Why am I talking about active public? Let's look at the statistics.
In Russia, the penetration of the Internet - 25% (every six months - 28.7 million, 11.2 million - every day). Not much, of course, this figure can be confusing.
However: at the same time, the majority of Internet users live in Moscow (57% of the population already regularly go online; in the last quarter this share was only 54%), in the Volga District (20%), and in the Central Federal District (23% of the population regularly uses the Internet, in the last quarter - 20%). (more info here )
What does this mean for us? Moscow audience sitting on the Internet. Who are these people? Are they the most - with above-average income?
We are with you - we earn more (or about) 1000 cu We are with you - we work actively, we consume actively, we take loans, we buy cars.
Here it is - your target audience: 25% are ready to throw the TV in the trash, 57% percent will never give up the Internet. Let us think - if you are ready to give up something forever, how much are you absorbed in it?
For me, the conclusion is obvious: if your brand is expensive (for people with medium and above average), if it is positioned for people with an active lifestyle, then your advertising route will lead you to the Internet sooner or later.
And it will be better to do it earlier. Why?
While the situation with the perception of online activity of brands is favorable - it is necessary to catch the outgoing train. I wrote about the situation in my LiveJournal (you need to see the presentation of the report that I read on BTL-BAttle, or read the article here ).
Next (according to my feeling in a year or two), it will be necessary to invent a new format of a non-standard: most likely it will be the departure and creation of virtual worlds (which is already practiced in the West in Second Life). Now the best way to look at the technology of non-standard interactive advertising in the West.
They have been actively using viral marketing for more than five years (correctly understanding it) ...
To be continued.
Ready to enter into active dialogue.
With statistics of demography, perception and behavior.
')
As part of the April ROMIR Monitoring online survey, respondents (1,512 Russian Internet users over 18) were asked how much media they were in demand among them. It turned out that only 16% of Russian users can not give up the TV.
The older the respondent, the greater the importance for him of television - among young people only 10% will not give up television, and among respondents over 45 years old - 36%. Holders of secondary education (21%) and low income (22%) are more tied to television. Every fifth user of the network (20%) is ready to abandon television for good (23% among men, 15% among women). These graphs illustrate the process of media evolution in Russia:
Take a closer look at these charts. Most of all I like the opposition of the “forever” and “never” groups.
It is important to consider that this was an online survey ... Therefore, the public is the most active, the one about which I have already written .
Why am I talking about active public? Let's look at the statistics.
In Russia, the penetration of the Internet - 25% (every six months - 28.7 million, 11.2 million - every day). Not much, of course, this figure can be confusing.
However: at the same time, the majority of Internet users live in Moscow (57% of the population already regularly go online; in the last quarter this share was only 54%), in the Volga District (20%), and in the Central Federal District (23% of the population regularly uses the Internet, in the last quarter - 20%). (more info here )
What does this mean for us? Moscow audience sitting on the Internet. Who are these people? Are they the most - with above-average income?
We are with you - we earn more (or about) 1000 cu We are with you - we work actively, we consume actively, we take loans, we buy cars.
Here it is - your target audience: 25% are ready to throw the TV in the trash, 57% percent will never give up the Internet. Let us think - if you are ready to give up something forever, how much are you absorbed in it?
For me, the conclusion is obvious: if your brand is expensive (for people with medium and above average), if it is positioned for people with an active lifestyle, then your advertising route will lead you to the Internet sooner or later.
And it will be better to do it earlier. Why?
While the situation with the perception of online activity of brands is favorable - it is necessary to catch the outgoing train. I wrote about the situation in my LiveJournal (you need to see the presentation of the report that I read on BTL-BAttle, or read the article here ).
Next (according to my feeling in a year or two), it will be necessary to invent a new format of a non-standard: most likely it will be the departure and creation of virtual worlds (which is already practiced in the West in Second Life). Now the best way to look at the technology of non-standard interactive advertising in the West.
They have been actively using viral marketing for more than five years (correctly understanding it) ...
To be continued.
Ready to enter into active dialogue.
Source: https://habr.com/ru/post/15531/
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