Internet advertisers criticize the “Advertising Industry” rating
The magazine "Advertising Industry" has compiled a rating of the largest Russian agencies engaged in Internet advertising business. The alignment of forces was determined by a summarized assessment of the experts interviewed. According to the magazine, IMHO VI occupies 25-30 % of the market, AdWatch - 15-20 %, Index20 - 10-15 %, MindShare Interaction (until January 2006 - mDigital Moscow) - about 10%, all the rest 25-30 % .
Researchers note: it is impossible to objectively estimate the shares of players in online advertising, since not all agencies provide information on annual turnover. There is also no independent monitoring data, such as, for example, that is supplied by traditional media TNS Gallup AdFact.
Habrahabru and top managers of the agencies represented in it said about the lack of objectivity of the rating.
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“First of all, this is an expert assessment,” says Andrey Chernyshov, AdWatch Business Development Director . - Secondly, it is an assessment of the turnover of agencies that are engaged in different businesses. In terms of speed - it seems to be true. But businesses are different. IMHO VI is selling, the agency’s turnover is the turnover of its two largest clients, Mail.Ru and Yandex . AdWatch primarily deals with buying. That is, this is the turnovers of direct customers of AdWatch plus the turnovers of those agencies that make purchases through AdWatch. Mindshare is a digital division within the network, and it is primarily engaged in servicing network clients. ”
According to Andrei, these companies cannot be compared, putting them in one rating: “It’s like comparing a mining truck with Nissan Micra or Gazprom with pharmacies 36'6 in one rating.”
Elena Molchanova, CEO of Promo Interactive, shares the same opinion: “Promo is a classic client agency, and, I think, it’s not quite correct to put us on the same level with selling agencies.”
Elena agreed with the composition of dozens of leaders, but added that she did not know if the positions of agencies were correctly reflected: “I don’t know who is the first, who is the fifth, who is the seventh, and nobody knows. After all, we don’t see documentation, reporting - we can’t verify billing data. ” At the same time, Elena noted that such a rating is necessary for the industry: the agencies themselves, the sites, and advertisers. “For agencies, the very fact of being present in such a rating is important,” she explained.
Arsen Revazov, President of IMHO VI, thinks differently: “You can only rate by billing. If someone does not indicate billing, then at the end of the rating for cowardice. ” He noted that the compilers of the rating “forgot” to include the Advert.Ru agency in it - “the billing will have at least $ 8 million a year”.
Researchers note: it is impossible to objectively estimate the shares of players in online advertising, since not all agencies provide information on annual turnover. There is also no independent monitoring data, such as, for example, that is supplied by traditional media TNS Gallup AdFact.
Habrahabru and top managers of the agencies represented in it said about the lack of objectivity of the rating.
')
“First of all, this is an expert assessment,” says Andrey Chernyshov, AdWatch Business Development Director . - Secondly, it is an assessment of the turnover of agencies that are engaged in different businesses. In terms of speed - it seems to be true. But businesses are different. IMHO VI is selling, the agency’s turnover is the turnover of its two largest clients, Mail.Ru and Yandex . AdWatch primarily deals with buying. That is, this is the turnovers of direct customers of AdWatch plus the turnovers of those agencies that make purchases through AdWatch. Mindshare is a digital division within the network, and it is primarily engaged in servicing network clients. ”
According to Andrei, these companies cannot be compared, putting them in one rating: “It’s like comparing a mining truck with Nissan Micra or Gazprom with pharmacies 36'6 in one rating.”
Elena Molchanova, CEO of Promo Interactive, shares the same opinion: “Promo is a classic client agency, and, I think, it’s not quite correct to put us on the same level with selling agencies.”
Elena agreed with the composition of dozens of leaders, but added that she did not know if the positions of agencies were correctly reflected: “I don’t know who is the first, who is the fifth, who is the seventh, and nobody knows. After all, we don’t see documentation, reporting - we can’t verify billing data. ” At the same time, Elena noted that such a rating is necessary for the industry: the agencies themselves, the sites, and advertisers. “For agencies, the very fact of being present in such a rating is important,” she explained.
Arsen Revazov, President of IMHO VI, thinks differently: “You can only rate by billing. If someone does not indicate billing, then at the end of the rating for cowardice. ” He noted that the compilers of the rating “forgot” to include the Advert.Ru agency in it - “the billing will have at least $ 8 million a year”.
Source: https://habr.com/ru/post/4375/
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