The largest advertisers of Runet at the end of last year according to RBC
Agency BBDO Digital has prepared for RBC a rating of the largest customers of online media advertising in 2014. During the research, the agency estimated advertising budgets not only in the full-size Internet, but also in its mobile version.
Reports of the largest Russian Internet companies confirm the decline in demand for banner advertising.
Experts did not disclose the costs of advertising on the mobile Internet separately, but mobile advertising is a promising direction.
Traditionally, automakers prevail in this segment, although they have also reduced their advertising budgets by 23%.
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Telecom operators also did not stand aside and went on reductions. In general, in this category, the market lost 5%, and MegaFon showed the most significant decrease by 29%.
Interestingly, in the first ten of customers were two manufacturers of consumer goods - Procter & Gamble and Unilever, while their costs only increased.
On the mobile Internet, there is a completely different alignment; operators are driving and almost all increase spending in this segment. Not lagging behind them as automakers and manufacturers of consumer goods.
Experts explain the differences in structure by different goals and approaches. Also, in this case, the lack of adapted for mobile sites played its part.
Some representatives of the companies were quick to note the subjectivity of ratings, but confirm the general direction of movement.
RBC also notes that some advertisers declined to comment or did not respond to the request.
How was rated
Evaluation of budgets for banner advertising was based on monitoring the release of advertising messages, which is conducted by research company TNS Russia. The data obtained were extrapolated to popular sites that are not monitored.
Possible costs for video advertising were based on a survey of sites, and the same approach was used in the mobile Internet, taking into account the availability of mobile versions of sites and applications. The final report did not include data that takes into account the costs of promoting mobile games.
Reports of the largest Russian Internet companies confirm the decline in demand for banner advertising.
For example, Mail.Ru Group is reviewing monetization processes.
Experts did not disclose the costs of advertising on the mobile Internet separately, but mobile advertising is a promising direction.
Traditionally, automakers prevail in this segment, although they have also reduced their advertising budgets by 23%.
')
Telecom operators also did not stand aside and went on reductions. In general, in this category, the market lost 5%, and MegaFon showed the most significant decrease by 29%.
Interestingly, in the first ten of customers were two manufacturers of consumer goods - Procter & Gamble and Unilever, while their costs only increased.
On the mobile Internet, there is a completely different alignment; operators are driving and almost all increase spending in this segment. Not lagging behind them as automakers and manufacturers of consumer goods.
Experts explain the differences in structure by different goals and approaches. Also, in this case, the lack of adapted for mobile sites played its part.
Some representatives of the companies were quick to note the subjectivity of ratings, but confirm the general direction of movement.
RBC also notes that some advertisers declined to comment or did not respond to the request.
Source: https://habr.com/ru/post/286602/
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