Mail.Ru Group wants to withdraw sales of video ads from under control of Gazprom Media Digital
Mail.ru Group is taking step by step in order to engage in the sale of advertising alone. Now the queue can go to video ads. There is a possibility that the company will nevertheless decide to stop cooperating with Gazprom Media Digital (GPMD), its main supplier of promotional video products, as there are certain complaints regarding the monetization of videos on Mail.ru Group resources to GPMD, Vedomosti reports .
The decision has not yet been made, but, according to newspaper sources, most likely, the contract with GPMD, which ends this year, will not be renewed.
Mail.ru Group signed an exclusive contract with GPMD back in 2013. GPMD sells advertising on the company's social networks: Vkontakte and Odnoklassniki. However, according to TNS, 80% of the GPMD business comes from V Kontakte. In February of this year, according to TNS, 24.6 million users watched videos on the social network. The number of users who may have seen GPMD ads there is estimated at approximately 16.9 million people.
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The Russian video advertising market, according to the data of the Association of Communication Agencies of the Russian Federation, increased by 35-40%, and the sales volume increased to 4.6 billion rubles.
Official data on the income "in contact" from video advertising are not disclosed. An independent expert in the field of advertising business, talking to Vedomosti, estimated this figure at about 500 million rubles over the past year.
Since Mail.ru Group fully purchased Vkontakte in September 2014, it has begun to gradually transfer advertising sales to its control. So, in February 2015, cooperation with IMHO Vi, the largest seller of RuNet advertising, was discontinued .
Shortly thereafter, the group launched a unified mobile advertising platform MyTarget, which allows you to produce ads for three social networks at once: “In Vkontakte”, “Odnoklassniki” and “My World”.
Sources familiar with the process, believe that Mail.ru Group is going in the right direction, as their advertising should not be controlled by another major market player.
The decision has not yet been made, but, according to newspaper sources, most likely, the contract with GPMD, which ends this year, will not be renewed.
Mail.ru Group signed an exclusive contract with GPMD back in 2013. GPMD sells advertising on the company's social networks: Vkontakte and Odnoklassniki. However, according to TNS, 80% of the GPMD business comes from V Kontakte. In February of this year, according to TNS, 24.6 million users watched videos on the social network. The number of users who may have seen GPMD ads there is estimated at approximately 16.9 million people.
')
The Russian video advertising market, according to the data of the Association of Communication Agencies of the Russian Federation, increased by 35-40%, and the sales volume increased to 4.6 billion rubles.
Official data on the income "in contact" from video advertising are not disclosed. An independent expert in the field of advertising business, talking to Vedomosti, estimated this figure at about 500 million rubles over the past year.
Since Mail.ru Group fully purchased Vkontakte in September 2014, it has begun to gradually transfer advertising sales to its control. So, in February 2015, cooperation with IMHO Vi, the largest seller of RuNet advertising, was discontinued .
Shortly thereafter, the group launched a unified mobile advertising platform MyTarget, which allows you to produce ads for three social networks at once: “In Vkontakte”, “Odnoklassniki” and “My World”.
Sources familiar with the process, believe that Mail.ru Group is going in the right direction, as their advertising should not be controlled by another major market player.
Source: https://habr.com/ru/post/289106/
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