Arton Consulting: Contextual Advertising Survey '2007
Arton Consulting Agency announced the results of contextual advertising research conducted in March in Runet. Were analyzed data on advertising campaigns of 12 Russian businesses engaged in real estate and car sales (Moscow, Moscow region). According to the authors of the report, the identified trends are typical for the majority of users of Russian contextual advertising systems.
One of the trends indicated by Arton is a decrease in the share of search advertising. So, in “Runner” this share was reduced to 36% (was 48%). The share of search advertising in Yandex.Direct is 67% (taking into account the traffic from Yandex search, Mail.ru, Yandex.Catalog). It is noted that the quality of the audience of search advertising, on average, is slightly better than the other components of the “context” - advertising on the topic of pages and behavioral advertising.
Another conclusion of “Arton” is that the quality of the Yandex.Direct audience is higher than that of the Runner. This is determined by two indicators - the depth of viewing and returns to the site. It turned out that, on average, users of Yandex.Direct for 15% more visitors viewed the site 4 or more pages. Returned to the site after the first visit - by 3.5% more visitors. “The account in favor of“ Direkt ”is not at all crushing,” comments the head of the contextual advertising department at Arton Denis Korneev. He believes that “Runner” is definitely worth using to achieve a greater audience reach. At the same time, the cost for a “quality visitor” is likely to be quite close.
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Other results of "Arton"
One of the trends indicated by Arton is a decrease in the share of search advertising. So, in “Runner” this share was reduced to 36% (was 48%). The share of search advertising in Yandex.Direct is 67% (taking into account the traffic from Yandex search, Mail.ru, Yandex.Catalog). It is noted that the quality of the audience of search advertising, on average, is slightly better than the other components of the “context” - advertising on the topic of pages and behavioral advertising.
Another conclusion of “Arton” is that the quality of the Yandex.Direct audience is higher than that of the Runner. This is determined by two indicators - the depth of viewing and returns to the site. It turned out that, on average, users of Yandex.Direct for 15% more visitors viewed the site 4 or more pages. Returned to the site after the first visit - by 3.5% more visitors. “The account in favor of“ Direkt ”is not at all crushing,” comments the head of the contextual advertising department at Arton Denis Korneev. He believes that “Runner” is definitely worth using to achieve a greater audience reach. At the same time, the cost for a “quality visitor” is likely to be quite close.
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Other results of "Arton"
Source: https://habr.com/ru/post/7508/
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