Mail.Ru gave IMHO VI home and took everything else
The relationship between the Mail.ru portal and the selling Internet advertising agency IMHO VI has been revised. Quoting Dmitry Grishin, the CEO of Mail.ru, Kommersant reports that in 2007 IMHO VI will only be engaged in the sale of advertising space on the portal’s main page. To sell advertising on internal pages, including project sites (Mail, Blogs, Photos, Dating, etc.), Mail.ru is going to build on its own.
IMHO VI Chairman of the Board Arsen Revazov confirmed - changes in the contract with Mail.ru happened. He added that his agency will work with “Yandex” under the same conditions. At the same time, IMHO VI still lost most of Mail.ru - according to TNS Gallup Media, in October the daily audience of the postal service of the portal was more than 942 thousand people, while the audience of Mail.ru's main page was equal to an average of 795 thousand people. However, Arsen Revazov notes: “We work with large advertisers, and they are only interested in top positions”. “No portal can sell all of its advertising space: there are always positions that are not interesting to an advertiser,” confirms his words, director of Prior.ru agency Sergey Spivak.
The cost of advertisers on the Web for several years has grown at the level of 60-70% per year, according to data from ACAR (Association of Communication Agencies of Russia). In the first half of 2006, the media part of the Internet segment (without contextual advertising) increased to 80%, reaching $ 45 million. Summarizing the results of last year, ACAR concluded that the volume of Internet media advertising market in the country was $ 60 million.
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Under these conditions, the right to an exclusive sale of advertising on Mail.ru, which belongs to the Video International group of IMHO VI, has been retained for one year - from January 2006. Having signed a similar agreement with Yandex, the group managed to take a leading position in the promising Internet market. But after a year, experts say that bundled sales on TV and on the Internet, which are part of the seller’s services, were probably not effective enough.
Thus, MediaStars media director Vera Bondarenko suggests that the Mail.ru management was not satisfied with its partner: “Perhaps IMHO VI could not fulfill the terms of the contract and bring the amount of advertising revenue that was stipulated in the contract for 2006”. According to Lev Glazer, CEO of AdWatch , the cross-media sales scheme (TV + Internet), which the Video International group has relied on, is not suitable for the successful implementation of an Internet resource: “The thought-up IMHO VI came up with large TV advertisers traditional Internet clients have not improved campaign efficiency. ” He added that it is more promising for the agency not to simply take on individual places, but to develop the business entirely.
IMHO VI Chairman of the Board Arsen Revazov confirmed - changes in the contract with Mail.ru happened. He added that his agency will work with “Yandex” under the same conditions. At the same time, IMHO VI still lost most of Mail.ru - according to TNS Gallup Media, in October the daily audience of the postal service of the portal was more than 942 thousand people, while the audience of Mail.ru's main page was equal to an average of 795 thousand people. However, Arsen Revazov notes: “We work with large advertisers, and they are only interested in top positions”. “No portal can sell all of its advertising space: there are always positions that are not interesting to an advertiser,” confirms his words, director of Prior.ru agency Sergey Spivak.
The cost of advertisers on the Web for several years has grown at the level of 60-70% per year, according to data from ACAR (Association of Communication Agencies of Russia). In the first half of 2006, the media part of the Internet segment (without contextual advertising) increased to 80%, reaching $ 45 million. Summarizing the results of last year, ACAR concluded that the volume of Internet media advertising market in the country was $ 60 million.
')
Under these conditions, the right to an exclusive sale of advertising on Mail.ru, which belongs to the Video International group of IMHO VI, has been retained for one year - from January 2006. Having signed a similar agreement with Yandex, the group managed to take a leading position in the promising Internet market. But after a year, experts say that bundled sales on TV and on the Internet, which are part of the seller’s services, were probably not effective enough.
Thus, MediaStars media director Vera Bondarenko suggests that the Mail.ru management was not satisfied with its partner: “Perhaps IMHO VI could not fulfill the terms of the contract and bring the amount of advertising revenue that was stipulated in the contract for 2006”. According to Lev Glazer, CEO of AdWatch , the cross-media sales scheme (TV + Internet), which the Video International group has relied on, is not suitable for the successful implementation of an Internet resource: “The thought-up IMHO VI came up with large TV advertisers traditional Internet clients have not improved campaign efficiency. ” He added that it is more promising for the agency not to simply take on individual places, but to develop the business entirely.
Source: https://habr.com/ru/post/4745/
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