One year after the purchase of Auto.ru, Yandex plans to concentrate on non-advertising monetization of the service.
Yandex has updated the design and functionality of the Auto.ru service. Yesterday, the head of the site auto.yandex.ru Roman Abramov presented a new logo and demonstrated a redesign of the main page. The company acquired the service of announcements about buying and selling cars Auto.ru for $ 175 million in the summer of 2014. For the year, Yandex specialists analyzed various possibilities of monetization of the service and made a decision “on the active development of the service through a non-advertising model,” said an Internet company representative, Arina Khodyreva. Auto.ru will develop its own monetization model, which does not depend on the most common advertising models of the parent company, she adds.
Earlier, in trying to find the optimal business model, Auto.ru experimented with coupons, product lines (for example, sale of alarms), media projects (for example, it launched its own magazine and even a non-air television channel). But then it was bought by Yandex and the development strategy changed.
There are such elements of non-advertising monetization, such as, for example, paid services for raising ads to the top of the issue. According to Khodyreva, the additional services introduced by the Auto.ru service contribute to the fact that the ad views increase about five times. Similar paid services introduced the largest online classifier Avito.ru . According to TNS, the service is among the ten largest sites on the Runet with an audience of 26 million unique users per month.
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In June 2015, it became known that the management of “Yandex” reduced the entire edition of the resource Auto.ru, which previously published news on automotive topics. Now, news content will be collected from various sources using algorithms and without the participation of editors - following the example of the Yandex.News service .
Auto.ru revenue for the year increased by more than 20%. According to Ms. Khodareva, the share of non-advertising revenue Auto.ru today is approaching 50% of the total revenue structure of the service. According to Yandex.Metrica, the Auto.ru audience on all platforms grew over the year by 20% and in August amounted to 15 million users. Mobile audience increased by 100%. About 1.5 million active users use the mobile app every month.
In the near future, the company plans to introduce several services designed to "increase market transparency." Among them is a check on the legal purity of cars and ensuring the accuracy of data on cars presented in announcements.
In the new version of Auto.ru, Yandex plans to further develop non-advertising monetization and customer service. The company intends to strengthen cooperation with car dealers and increase the volume of transactions with their participation. According to the calculations of the analytical agency Avtostat, last year, 400,000 used cars were sold through dealerships, which accounted for 6.6% of the total used car market in Russia. At the same time in early 2015, experts predicted that the share of sales of used cars under the age of seven years through dealers will grow to 25%. “We hope that the majority of transactions in this segment will occur on Auto.ru,” says Khodyreva. Now about 2,000 clients work with Auto.ru, RBC reports .
For private sellers, the use of Auto.ru will always be free, according to the company.
Earlier, in trying to find the optimal business model, Auto.ru experimented with coupons, product lines (for example, sale of alarms), media projects (for example, it launched its own magazine and even a non-air television channel). But then it was bought by Yandex and the development strategy changed.
There are such elements of non-advertising monetization, such as, for example, paid services for raising ads to the top of the issue. According to Khodyreva, the additional services introduced by the Auto.ru service contribute to the fact that the ad views increase about five times. Similar paid services introduced the largest online classifier Avito.ru . According to TNS, the service is among the ten largest sites on the Runet with an audience of 26 million unique users per month.
')
In June 2015, it became known that the management of “Yandex” reduced the entire edition of the resource Auto.ru, which previously published news on automotive topics. Now, news content will be collected from various sources using algorithms and without the participation of editors - following the example of the Yandex.News service .
Auto.ru revenue for the year increased by more than 20%. According to Ms. Khodareva, the share of non-advertising revenue Auto.ru today is approaching 50% of the total revenue structure of the service. According to Yandex.Metrica, the Auto.ru audience on all platforms grew over the year by 20% and in August amounted to 15 million users. Mobile audience increased by 100%. About 1.5 million active users use the mobile app every month.
In the near future, the company plans to introduce several services designed to "increase market transparency." Among them is a check on the legal purity of cars and ensuring the accuracy of data on cars presented in announcements.
In the new version of Auto.ru, Yandex plans to further develop non-advertising monetization and customer service. The company intends to strengthen cooperation with car dealers and increase the volume of transactions with their participation. According to the calculations of the analytical agency Avtostat, last year, 400,000 used cars were sold through dealerships, which accounted for 6.6% of the total used car market in Russia. At the same time in early 2015, experts predicted that the share of sales of used cars under the age of seven years through dealers will grow to 25%. “We hope that the majority of transactions in this segment will occur on Auto.ru,” says Khodyreva. Now about 2,000 clients work with Auto.ru, RBC reports .
For private sellers, the use of Auto.ru will always be free, according to the company.
Source: https://habr.com/ru/post/294756/
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