"Context" more - less banners
Last year, the online advertising market grew by 87% to $ 187 million, and this year it could reach $ 300 million, according to MindShare Interaction agency estimates (MI, owned by WPP). Unlike ACAR , the professional association of participants in the advertising market, MI includes in its calculations both media indicators and contextual advertising indicators. And in 2006, estimates of the latter were higher.
This is an interesting result, since a year earlier, experts argued that the “medijka” and “context” correspond to 60% and 40%. They predicted that in 2006 both segments would be equal, but in the end, MI points to a 55% share of contextual advertising in the total amount of advertisers' expenses.
“The volume of contextual advertising in Russia over the past year has grown by more than 100% and amounted to about $ 102 million,” says Maria Chernitskaya, general director of the contextual advertising agency iContext, reports MediaRevolution . She believes that this growth dynamics is conditioned by the arrival of small and medium business advertisers in the Internet, for whom this type of placement is the most attractive. In Yandex, which is the leader of the contextual market in Runet, they agree with the results of MI, Kommersant reports.
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Media (banner) advertising, according to MI, earned in 2006 by placing advertisers ’modules $ 85 million. The forecast for this indicator for 2007 is $ 135 million. Amid rising online spending in general, the cost of banner advertising will increase on average by 55-60%. At the same time, FMCG-brands, automobile and financial companies have become the largest customers in this segment, MI CEO Dmitry Ashmanov notes. He expects an increase in costs in 2007 in the household, audio and video equipment category. In 2006, the top five most active advertisers included Beeline, General Motors, MTS, Microsoft and Motorola, according to MI.
Meanwhile, the results of ACAR for the first half of 2006 showed a noticeably greater growth in the media part of the market. According to the association, during this period its volume amounted to $ 45 million, which is 80% more than in the first half of 2005 ($ 25 million). The AdWatch agency, reviewing the whole of 2006, speaks of a 65% increase in display advertising to $ 100 million. IMHO VI gives lower estimates - 45-47%, indicating that the source of growth was the arrival of FMCG-clients.
Note that the MI data presented includes only estimates of the cost of advertising without taking into account the cost of creative and production of promotional materials.
This is an interesting result, since a year earlier, experts argued that the “medijka” and “context” correspond to 60% and 40%. They predicted that in 2006 both segments would be equal, but in the end, MI points to a 55% share of contextual advertising in the total amount of advertisers' expenses.
“The volume of contextual advertising in Russia over the past year has grown by more than 100% and amounted to about $ 102 million,” says Maria Chernitskaya, general director of the contextual advertising agency iContext, reports MediaRevolution . She believes that this growth dynamics is conditioned by the arrival of small and medium business advertisers in the Internet, for whom this type of placement is the most attractive. In Yandex, which is the leader of the contextual market in Runet, they agree with the results of MI, Kommersant reports.
')
Media (banner) advertising, according to MI, earned in 2006 by placing advertisers ’modules $ 85 million. The forecast for this indicator for 2007 is $ 135 million. Amid rising online spending in general, the cost of banner advertising will increase on average by 55-60%. At the same time, FMCG-brands, automobile and financial companies have become the largest customers in this segment, MI CEO Dmitry Ashmanov notes. He expects an increase in costs in 2007 in the household, audio and video equipment category. In 2006, the top five most active advertisers included Beeline, General Motors, MTS, Microsoft and Motorola, according to MI.
Meanwhile, the results of ACAR for the first half of 2006 showed a noticeably greater growth in the media part of the market. According to the association, during this period its volume amounted to $ 45 million, which is 80% more than in the first half of 2005 ($ 25 million). The AdWatch agency, reviewing the whole of 2006, speaks of a 65% increase in display advertising to $ 100 million. IMHO VI gives lower estimates - 45-47%, indicating that the source of growth was the arrival of FMCG-clients.
Note that the MI data presented includes only estimates of the cost of advertising without taking into account the cost of creative and production of promotional materials.
Source: https://habr.com/ru/post/2823/
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