Aggregators of contextual advertising: a real alternative or fifth leg?

I wrote a note directly on the KIBORIF section, but it turned out that I could post it only now, after SPIC =)

And so, in a relatively short period of time, several products came out one after another, seriously set up to help advertisers master their budgets. They are called "contextual advertising management systems", and they carefully provide the advertiser with all three "twists" of contextual advertising through one window.


The main players of the market were shown to us at the last KIBORIFE - Blond.Ru ( Ashmanov and Partners ), SmartContext ( IContext ) and eLama.ru ( TRINET ) that started on April 20. A review of all three systems was demonstrated by Roman Filippov at the RIFOKIBA section “Contextual Advertising in an Optimistic Context”.
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If we talk about the potential of these systems as market participants, then the intersection of their audiences, if possible, is extremely insignificant due to the strong difference in ideologies.

And yet they are different: Blonde.Ru is aimed at those who have the task to launch an advertising campaign, but there is no desire to delve into the subtleties of contextual advertising, and there is such a material opportunity. In SmartContext, there are plenty of opportunities to customize advertising campaigns - it is clearly targeted at advanced users. eLama plans to please everyone, including SEOs, with its word-picking service and detailed statistics (data is now taken from Yandex.Wordstat, and then its own statistics engine for word-picking is planned).

As for the money - SmartContext takes 4.47% of the advertiser's budget, eLama.ru is declared as a free service for the advertiser, Blonde's business model remains in question.

As the speaker predicted, perhaps in the near future we should expect new players to appear in this field. Will the CCSND (Centralized Management System for Contextual Ads in the terminology of the speaker Roman Filippov) make competition to direct services?

To a question from the audience about the attitude of Yandex to STUKO, Alexey Terentyev answered that the lack of relationships is also a relationship, and in particular with Blonde, they are absent.

I wonder how things are with other systems and whether they will block oxygen in the future ...

Of course, as long as the contextual advertising management systems seriously don’t eat anyone. But the current three players have already proposed some really interesting concepts of working with an advertiser. Interesting as an advertiser, and owners of services.

We are waiting for the current neoplasm to become a real market, when real competition will appear on it.

Provided, of course, that Yandex.Direct, Google AdWords and Runner will be loyal to the aggregators and will not bother themselves with tightening policies.