In the regions fell in love with contextual advertising
Regional advertisers are increasingly using contextual advertising in their advertising campaigns. In some segments, activity is even higher than in Moscow. Such data contains a new study of the analytical center "Runner". It examines the distribution of activity and popularity of categories of advertising campaigns by region.
Speaking in numbers, in 2006, Moscow users made about 50% of clicks on ads. In two years, by the fall of 2008, this share has decreased to 34%. In the regions, the opposite is true: the share of this audience has grown to 30% of the total number of transitions in the “Runner”. That is, there is a so-called decentralization of the contextual advertising market.
Growth dynamics of clicks from the regions in the service "Runner"
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The greatest increase in the activity of the audience of the regions occurs in the subjects of "Household appliances" and "Logistics". Significant changes towards the regional segment in the category “Home services”: it reached 34%. Also, a significant part of advertising of dating sites and employment services is targeted to the regions of Russia.
In Ukraine, activity is also growing - the share in service transitions has reached 12%.
The struggle for regional users from advertisers has also intensified: companies are actively investing in the promotion of their goods and services in the regions in the categories “Industrial goods”, “Books”, “Insurance services”, “Education” and “Furniture”. And in a number of topics, regional budgets prevail over budgets aimed at attracting Moscow users. Thus, the share of advertising spending in the segments “Entertainment: films, music”, “Staff search” and “Dating” ranges from 34 to 40%, while no more than 30% of budgets are spent on the Moscow audience.
Download the full version of the study
Speaking in numbers, in 2006, Moscow users made about 50% of clicks on ads. In two years, by the fall of 2008, this share has decreased to 34%. In the regions, the opposite is true: the share of this audience has grown to 30% of the total number of transitions in the “Runner”. That is, there is a so-called decentralization of the contextual advertising market.
Growth dynamics of clicks from the regions in the service "Runner"
')
The greatest increase in the activity of the audience of the regions occurs in the subjects of "Household appliances" and "Logistics". Significant changes towards the regional segment in the category “Home services”: it reached 34%. Also, a significant part of advertising of dating sites and employment services is targeted to the regions of Russia.
In Ukraine, activity is also growing - the share in service transitions has reached 12%.
The struggle for regional users from advertisers has also intensified: companies are actively investing in the promotion of their goods and services in the regions in the categories “Industrial goods”, “Books”, “Insurance services”, “Education” and “Furniture”. And in a number of topics, regional budgets prevail over budgets aimed at attracting Moscow users. Thus, the share of advertising spending in the segments “Entertainment: films, music”, “Staff search” and “Dating” ranges from 34 to 40%, while no more than 30% of budgets are spent on the Moscow audience.
Download the full version of the study
Source: https://habr.com/ru/post/41943/
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