Iab russia digital advertisers barometer eng

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Report provided by IAB Russia Digital Advertisers Barometer – 2014 Prospects for digital advertising in Russia: a view of advertisers the results of the study SEPTEMBER 2014

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Prospects for digital advertising in Russia: a view of advertisers

Transcript of Iab russia digital advertisers barometer eng

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Report provided by

IAB Russia Digital Advertisers Barometer – 2014Prospects for digital advertising in Russia: a view of advertisers

the results of the study

SEPTEMBER 2014

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Сontents

1. Acknowledgements ...................................................................................... 3 1.1. Ordering Parties of the Research .............................................................................. 4

1.2. Research Partners ...................................................................................................... 4

1.3. Advertisers .................................................................................................................. 5

1.4. Experts ........................................................................................................................ 6

2. Main Results ....................................................................................................... 8

3. Research Method ........................................................................................... 10

4. Advertisers Budgets in the Runet............................................................. 12

5. Market Trends ................................................................................................. 17

About the IAB ....................................................................................................... 19

Data Insight research agency ........................................................................20

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1. Acknowledgements

The following is the key results and conclusions of the IAB Russia Digital Advertisers Barometer research, which is a study of opinions of advertisers regarding market, tools and players in this market. This research is primarily a direction indicator of sorts, which shows changes in the market sentiment, their transformation depending on the situation inside the market (inventory, advertising tools, analytics etc.), and the economic situation in the country and in the world. Based on this research, we can draw conclusions about how the situation will change in the future.

In 2002, Daniel Kahneman won a Nobel Memorial Prize for his work in the field of understanding of “...a person’s judgment in the context of economic uncertainty.” He had actually shown that in an environment where information is insufficient, the markets behave in accordance with the mood of the active majority and a wide range of experts. It is these experts whom we have invited to participate in the research; and it is to them that we are grateful for this work: both to those who have allowed for their brand names to be published and to those who have not given such consent.

1.1. Ordering Parties of the Research

This research was the result of a decision of the general meeting of full members of IAB Russia in November 2013. The companies that pool their resources in the name of development of the market of interactive advertising in the Russian Federation have unanimously supported the launch of regular research on the mood and the expectations of advertisers in order to give the platform to entrepreneurs and marketers from the real business and thus to increase market transparency.

We express our gratitude to the member companies of IAB Russia that have funded this study.

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1.2. Research Partners

This research was made possible thanks to the support of our partners (communication agencies that have performed a great work of attracting research participants, i.e. the advertisers). We would especially like to note that not only IAB members, but also other agencies that found this research necessary for the market, participated in its preparation. We would also like to emphasize that participation of agencies in this research was absolutely gratuitous and that their involvement in this research was due to their commitment to making the digital-advertising market in the Russian Federation more open, transparent, and understandable for all its participants.

Finally, we would like to express our sincere appreciation to each of our partners personally for their help in the preparation of this research:

IDEA DRIVES ROI

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1.3. Advertisers

We would also like to express our gratitude to all the companies that participated in this research whether they have given consent to their brand name being specified in this list or not. The opinion of each of you is valuable to us because they collectively define the further development of the interactive-advertising market in the Russian Federation. Advertisers that participated in the research:

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1.4. Experts

Furthermore, this research could not exist without the experts: the professionals who help us in planning the research and, of course, in processing and interpretation of its results. The list of our experts is provided below.

Belyaev Alexey, head of internet research division, Vi Analytical Center. Chairmanof the Committee on Research IAB Russia. He graduated from the Faculty of Physics, Moscow State University. MSU in «Space Physics» worked as a researcher and head of the laboratory in the Institute of Nuclear Physics of Moscow State University. In 1997-1999 worked RosBusinessConsulting, participated in the development and the establishment www.rbc.ru site and on-line financial services. In the years 2000-2006 worked in of «Rambler Internet Holding» took part in the creation and development of projects Rambler-News, Rambler’s Top100, Rambler-Real Estate, partnership projects, participated in the organization of seminars and conferences. In 2006-2009 headed the Association «Internet and Business» – a non-profit organization, combining large Russian Internet company, involved in the organizationand the annual conference «Internet and Business». Since June 2009 head of internet research division, Vi Analytical Center.

Chernyshev Andrei, Chief Digital Officer at Dentsu Aegis Network Russia. Mr. Chernyshev graduated from the Moscow State Institute of Electronics and Mathematics (MGIEM) and received his master’s degree in the field of computer science from the State University of New York. He has been in online advertising since 1997 and was in charge for the development of internet-marketing programs for dealers and distributors of Intel Corp. From 2000 to 2007, he was the Director of Development and a partner in the AdWatch agency. Since 2007, he has been the CEO of AdWatch advertising agency. After the purchase of AdWatch by Aegis Media (now Dentsu Aegis Network), an international communications group, he continued to work in the group as the CEO of AdWatch Isobar and the Chief Digital Officer of the Dentsu Aegis Network Russia group of companies. Under his leadership, the group of companies have created digital departments of the following advertising agencies: Carat, Vizeum, Ad O’Clock; the iProspect Russia performance-marketing agency and the RTB-AMNet trading platform were created, and Traffic advertising agency was purchased and integrated into the Isobar network. Andrei Chernyshev was the winner of the “Media Manager of Russia” award in 2009.

Chernitskaya Maria. Ms. Chernitskaya graduated from the philology department of St. Petersburg State University and received her master of art degree at the State University of New York, Albany. In 1997, she headed the St. Petersburg branch of CityLine, the then-largest Internet service provider. From 1998 to 2000, Ms. Chernitskaya served as the Director of Marketing for the Mail.ru National Email Service. In 2000, she became the Director of Marketing and Sales of the Russian representative office of Lycos Europe, an American Internet portal. In 2002, she opened her own contextual advertising agency, iConText. Today, iConText is the largest independent digital agency in the Russian Federation and the flagship of iConText Group. The group consists of six Internet-marketing companies and 3 projects.In late 2006, Ms. Chernitskaya received the Rambler Media Internet Person of the Decade Award. She is a co-author of “100% Internet Marketing,” which was published in 2009, a recognized expert of the Internet industry, a regular speaker of leading Internet conferences both in the Russian Federation and in the CIS.

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Boris Omelnitskiy, Director of Business Development of ADFOX service at Yandex company. Mr. Omelnitskiy was elected the President of IAB Russia in September 2011. Prior to that, he had worked as the Executive Director of Begun company for seven years, where he was responsible for strategic development, operational management, and organization of the business processes of the company. From 2003 to 2004, he worked as the marketing director of the retail network of White Wind – DIGITAL. In the period from 1998 to 2003, he worked in the following Internet projects: Zhurnal.Ru, Polit.Ru, Kinoizm.Ru, Sibintek, Krutilka.Ru, and eHouse. He has been deeply involved in the formation of infrastructure and standards of the online-advertising market for the last 15 years by participating in organization and implementation of industry conferences of RIF + KIB, RIW, eTarget, IBC Russia. He is a lecturer in the Higher School of Economics and in the School of New Media and is one of the co-authors of the book “Contextual Advertising.” He holds an MBA degree in strategic management.

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2. Main Results

The surveys were conducted from May to August 2014 concurrent to the development of anticipation of the crisis; however, no sharp changes in budgeting plans for interactive advertising have been detected. The factors that motivate an increase of the budgets in the digital sphere are not affected by the crisis: the audience continues to grow; the exact targeting, to develop; and the efficiency is quantifiable and high when compared with other media.

Boris Omelnitskiy. IAB Russia

Sixty-five percent of the major Internet companies plan increasing their budgets for interactive advertising by more than 10 percent in 2014. For “brick and mortar” companies (i.e., those companies which primarily do their business offline), this value equals 39 percent of the respondents. Big advertisers increase their advertising budgets for interactive advertising despite the growing expectations of the difficult economic situation in the country. In this regard, more than two-thirds of respondent advertisers agree with the statement that the share of interactive advertising in the general advertising budget is increasing and will continue to increase.

Mobile advertising is the most requested innovation in the market of interactive advertising. All the market participants either want to try it or already use it in their advertising mix. At the same time, a third of advertisers considers it an integral part of any advertising campaign while another third thinks of it as a field for experimentation, and only one-third does not know what can be done with the use of mobile advertising.

Search advertising is not just the most used form of interactive advertising but also the most growing one. Today, 89 percent of the country’s biggest advertisers use this type of advertising and spend, on the average, 26 percent of their budgets on it. At the same time, 38 percent of advertisers are expecting increased costs for contextual advertising.

The cost of advertising has virtually no effect on the dynamics of advertising budgets. Neither low nor high cost of advertising, in fact, can be characterized by the bulk of the respondents. To paraphrase the answers of our respondents: “We will use online advertising because we cannot but use it, and this is an issue of a channel without which we cannot do rather than a question of price.” In our opinion, it is the value and the uniqueness of the channel that are a key factor in the growth of interactive advertising budgets rather than separately taken efficiency and transparency of Internet advertising or the growth of the audience of Internet users. It is the set of all these factors that is important.

What hampers the growth of interactive advertising budgets? In fact, oddly enough, it is the fixed advertising budget and the inability (or unwillingness) to reduce the cost of advertising in other media channels. This is exactly what tied for third place (32 percent of respondents) in our rating, preceded by the impossibility of solving tasks with the use of interactive advertising and the insufficient size of the Internet audience. At the same time,

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the fourth place (27 percent of respondents) was given to the conservative leadership, which is not ready for placement of digital advertising.

The internet audience constitutes more than a half of the population of the Russian Federation, and the size of the audience of the largest websites is comparable to the TV audience in size; however, even some large advertisers (as much as 35 percent of the respondents, actually!) believe that the coverage of the Internet audience is inadequate for implementation of their advertising goals. Thus, the real growth of the budgets is not due to the growth of the Internet audience, since it is already large, but rather to the increasing awareness of the size of this audience by advertisers. In other words, we suppose that the Internet audience is smaller than it really is.

Most advertisers agree that Internet advertising is an effective (perhaps, the most effective) part of the media mix, which already includes or will soon inextricably include mobile advertising; furthermore, a significant part of this advertisement in the near future will be on the screens of smartphones and tablets.

Even in 2014, in anticipation of the crisis, the volume of interactive advertising is escalated by largest advertisers much faster than the total volume of advertising (if any, given an overall decline in the volume of advertising). The fastest growing segments in this year are pharmaceuticals, retail, and FMCG.

In the context of the 2014 crisis, we can see that advertisers are willing primarily to increase the budgets of the directions that have proven to be effective and are not ready to participate in new directions that, though attractive they may be, have yet to prove their effectiveness. A good example of this trend is mobile advertising, which 40 percent of advertisers are going to try but only 25 percent of respondents are going to increase the budget correspondingly. At the same time, based on the number of new tools that advertisers are going to use it can be said that the greatest number of innovators is in retail, electronics, and - a little less - in the pharmaceutical industry.

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3. Research Method

At the heart of this research is a survey of major advertisers with individually sent questionnaires. We conducted a survey of advertisers with a budget for Internet advertising of no less than one million RF rubles a month (regardless of the region of the company in the Russian Federation). The choice of advertisers for the survey was conducted through agencies that acted as partners of this research.

In total, 187 questionnaires from various advertisers have been collected. Among the representatives of the companies surveyed, more than half (52 percent) make decisions on the allocation of the entire advertising budget; and another 13 percent – on the distribution of the advertising budget in the segment of digital advertising. More than half of our respondents (58 percent) have experience in advertising and marketing of over 6 years. Another 30 percent, from three to six years.

Fig. 3.1. Do you make decisions on the allocation of the advertising budget of your company?

Fig. 3.2 . How many years of experience do you have in the fields of marketing and advertising?

make decisions on theallocation of the entireadvertising budget

make decisions on the allocation of the budget for online advertising

participate in decision-making on the allocation of the advertising budget

From 1 to 3 years

From 3 to 6 years

From 6 to 10 years

More than 10 years

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Within the scope of our research, we have identified several key categories of advertisers which we were able to examine in more detail: FMCG, retail, electronics and household appliances, finance and insurance, pharmaceuticals, IT and telecom, and cars.

Fig. 3.3. Distribution of the Companies Surveyed by Category of Advertisers

FMCG

retail

electronics

finance and insurance

pharmaceuticals

IT and telecom

media

cars

other

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4. Advertisers Budgets in the Runet

Within the scope of this research, we have asked a question about the change of the budget of our respondents in 2013 and its planned modification in 2014. We have also asked about the change of the budget of our respondents for interactive advertising.

4.1. 2013 vs 2012

Firstly, it is necessary to understand who the advertiser is. The composition of advertisers in interactive advertising is not very homogeneous. Moreover, their budgets vary from year to year in different ways. Thus, a substantial share of the data for 2012-2013 was composed of the data of web-based businesses. Here, we are not talking about retail but rather about online projects. Examples include coupon sites (Biglion, Daberi, Kupikupon), Avito and others. In 2014, some of them stopped investing in interactive advertising because of the success while others did the same because of absence thereof. On the other hand, however, banks and mobile carriers have increased their budgets. At the same time, as we have seen, the same advertisers decrease investments into certain kinds of interactive advertising and increase them into others (for example, investments into performance marketing). Therefore, some advertisers reduce their investments while others increase them altogether or increase them in respect to certain segments while decreasing them in respect to others. In my opinion, the total amount of money in the industry is not decreasing but is not actively growing, either; and this situation will continue in 2015 as the money will simply change pockets. As it always happens in a crisis, there will be more advertisers. Previously, crises demonstrated that “when the going gets tough” everybody begins to look for more efficient tools. And – wait for that – they discover the effectiveness of digital advertising as a whole and its individual parts in particular.

Maria Chernitskaya, iConText

Only 62 percent of advertisers have said that their budgets for interactive advertising increased in 2013 while 15 percent of all respondents (and 11 percent of respondents from offline advertisers) have indicated that their advertising budgets for interactive advertising in 2013 increased by more than a half. Most of the respondents are traditional “brick-and-mortar” companies while online company only constituted one-fifth of the respondents; therefore, the latter have not had too much influence on the results. For this reason, we continue to present data for all the advertisers and for the advertisers from online companies but do not present any data on offline advertisers.

Among the advertisers of online companies, only 17 percent have indicated that their budgets for interactive advertising did not change; all the others have said that their budgets for 2013 increased. At the same time, 30 percent of advertisers in this group have indicated that their budgets for the year increased by more than a half.

In comparison with the data on the total advertising budget, interactive advertising is doing very well. Twenty percent of all the advertisers have reduced their advertising budgets while another 19 percent have left their budgets unchanged. Only 52 percent of

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A larger percentage of advertisers have increased their budgets for interactive advertising under falling or unchanged budgets for all advertising activity. Internet companies increase their budgets faster (although the budgets themselves are smaller).

advertisers have shown that their advertising budgets have increased over the year 2013. The share of offline advertisers who increased their advertising budgets is only 44 percent of respondents.

A larger percentage of advertisers have increased their budgets for interactive advertising under falling or unchanged budgets for all advertising activity. Internet companies increase their budgets faster (although the budgets themselves are smaller).

Fig. 4.1. How has the budget of your brand for interactive advertising changed in 2013 compared to 2012? (In RF rubles)

Fig. 4.2. How has the total advertising budget of your brand changed in 2013 compared to 2012? (In RF rubles)

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Fig. 4.3. How has the advertising budget of your brand (converted to RF rubles) changed in 2013 compared to 2012?

4.2. 2014 vs 2013

Budgeting of advertisers has undergone a significant change. If Internet advertising grew with the growth of the budgets of advertisers and at the expense of other, less effective, media until 2014, the year 2014 saw this trend change, as only the growth at the expense of other media remained. Against the background of general absence of growth of advertising budgets of advertisers, the funds are invested only in the most effective media (primarily, contextual advertising, which demonstrated an increase of 28 percent in the first half of 2014, and video advertising, which demonstrated an increase of 60 percent in the first half of 2014).

Andrei Chernyshev, Dentsu Aegis Network Russia

The situation in 2014 does not look so bright as it did in 2013 since more than half of all the advertisers (54 percent) have indicated that their advertising budgets will decrease or remain the same in 2014. Together with the “slightly increase” option, this accounted for 66 percent, i.e. two-thirds of all the respondents. For online companies, the situation is much better, as only 29 percent of companies say that their budgets have not increased or have decreased; and another 6 percent say that they have slightly increased.

Interactive advertising didn’t avoid the crisis: 17 percent of the surveyed companies say that the volume of interactive advertising in 2014 will be reduced. Another 31 percent of advertisers say that the budget for interactive advertising will remain at the same level as in 2013. For online companies, these figures are 6 percent and 24 percent, respectively. It is important, however, that 65 percent of large online companies are going to increase their budget for interactive advertising by more than 10 percent. For “brick-and-mortar” companies, this share is 39 percent of the respondents.

In this regard, more than two-thirds of respondent advertisers agree with the statement that the share of interactive advertising in the general advertising budget is increasing and will cnue to increase.

65 percent of large online companies are going to increase their budget for

interactive advertising by more than 10 percent. For “brick-and-mortar” companies, this share is 39 percent

of the respondents.

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Fig. 4.4. How will the budget of your brand for interactive advertising change in 2014 compared to 2013? (In RF rubles)

Fig. 4.5. How will the total advertising budget of your brand change in 2014 compared to 2013? (In RF rubles)

17%

31%

9%

17%

16%

6%4%

20%

33%

10%

15%

15%

3%4%

6%

24%

6%

22%

26%

17%

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Fig. 4.6. How will the advertising budget of your brand (converted to RF rubles) change in 2014 compared to 2013?

Fig. 4.7. If one talks about the common trends of last (2013) and the current (2014) years, how is the share of interactive advertising (including both online advertising and mobile advertising) in the advertising budget of your brand changing?

increases

no increase

cannot say

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5. Market Trends

5.1. Mobile Advertising has Become Well-Marked

Basically, there is nothing to say about the growth of mobile advertising: its volume has increased but – seeing that the growth of new tools from scratch always looks swift – no major changes have happened in this type of advertising. In fact, we have to say that no new tools nor new sites nor new technologies nor new strategies have appeared. However, one significant change did take place: mobile advertising suddenly – like online advertising did 12 years ago and SMM did 5 years ago – has taken its place in the minds of advertisers, who – while still far from discussing the details and the tools of mobile advertising, as is the case with other types of advertising – do already understand and say that mobile advertising is an integral part of interactive advertising.

In free responses, the users further commented that the number and the quality of offers of mobile advertising has significantly increased; that mobile advertising has entered the arsenal of tools of most agencies; and that almost every new proposal includes a mobile component. And, by the way, mobile advertising is a huge margin ahead of all advertising options that are not currently used by companies but that will most likely be used in the coming year.

Mobile advertising still has a long way to go to become a full member of the interactive pie; however, this way is already clearly visible and can be predicted.

5.2. Video Advertising

It is a definite trend that marks the majority of advertisers without special comment. The volume of use of video advertising is growing continuously at the expense of the share of ordinary banners in display advertising and creates a whole new market in the form of commercials that are distributed through video-hosting websites and social networks. Video advertising is becoming a standard part of the media mix as a part of display advertising.

5.3. RTB Ceased to Be Three Scary Letters

Several years of discussions of articles and publications at conferences and active sales have led to the fact that major advertisers understand what these letters stand for and are no longer put off by complicated explanations and mathematical calculations. It is true, however, that they understand RTB differently: some advertisers think that this is a way of purchasing the same advertising at a cheaper price; others, that this is a way to buy advertising more accurately; and yet others believe that RTB fails to live up to its promises as a technology. In any case, RTB is no longer just three letters and some trendy name but a set of technologies, principles, and approaches that are clear and easy for large advertisers, who either already use it on a daily basis or who realize its inapplicability for their advertising campaigns at this stage of technology development.

In fact, Programmatic Buying does not take its place even in the budgets of advertisers; however, this technology has been discussed at the level of detail rather than at the level

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of mere concepts. Thus, the increased share of PB in the budgets of advertisers is only a matter of time and technology capabilities.

5.4. Websites Play Out

More and more advertisers indicate an increase in the use of landing without reference to the main site: the advertised product or event is covered on a separate page and all the advertising leads to it. At the same time, the page may contain no links to other suggested products or events in order to increase the conversion. Thus, the advertised offer and the advertised page may be totally independent from the main site in terms of design, logic, transitions etc. This trend is typical both for major advertisers, which primarily place brand advertising, and for medium advertisers, which are focused on performance marketing.

It is obvious that with the increase in the proportion of mobile traffic and mobile advertising (where the users’ behavior and web usage patterns are substantially different), the advertising share attributable to the landing will increase as well. This, in its own way, not only changes the approach to advertising but also the nature of the Internet. It is important for this research that advertisers see it and understand it.

5.5. Automation of Advertising (Primarily – Contextual and Targeted Advertising)

A huge number of tools for automated control of large tracts of search ads and targeted advertising have emerged in the market. They include both licensed Western systems and independent Russian systems as well as the systems that have been developed within agencies to control advertising campaigns of their clients. The systems for managing large budgets and huge amounts of advertisements are best reflected in the attitudes of large and medium-sized advertisers, as this is where they are the most appropriate. Moreover, despite the fact that such systems have existed for many years, advertisers “suddenly” saw a sharp increase in their number.

This trend affects the large advertisers of contextual advertising. It should be noted, however, that there is a certain class of advertisers which conduct their contextual advertising through an agency and for which search advertising is not a key form of advertising (we are mainly talking about brands here); these advertisers are not so much interested in automation systems. In this case, the automation of the entire process is on the side of the agency and is of little concern to customers.

Less Important Trends:

The growth prospects of the CPA model in the Russian Federation are the most ambiguous. On the one hand, the idea embedded in the model is the closest to the advertiser. On the other hand, CPA agency have compromised product with traffic of a poor quality and have failed the expectations of the advertisers. With the development of programmatic / RTB buying, which is more transparent for advertisers and potentially more profitable for advertising space, the proposal for the CPA inventory will decline.

Andrei Chernyshev, Dentsu Aegis Network Russia

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About the IAB Russia

The Interactive Advertising Bureau (IAB) Russia – Non-profit partner-ship to promote the development of interactive advertising is part of an interna- tional network of associations IAB and is independent of the Russian public organization.

IAB is the world’s largest interactive advertising union represented in about 40 countries, the market expert and the author of industry data the only acceptable in the world.

The main objective of IAB Russia is the growth and development of the Russian interactive advertising market.

Mission:

z� Integration of Russian market into the world digital advertising marketz� Two-way exchange of information and experiencez� Distribution of digital advertising standards to Russiaz� Provision of infrastructure for communication with foreign communityz� Developing projects for demonstration of market potential in Russia

Philosophy:

z� Transparency and frankness of relationsz� «Out of politics» atmospherez� Balanced positioning of various market participantsz� Focus on the industry needs

Contacts: 16/5 Sushchevskiy Val street, office 1100, Moscow, 127018

phone/fax: +7 (495) 662 39 88

email: [email protected]

www.iabrus.ru The full version of the survey in Russia is available at:iabrus.ru/docs/report_iab.pdf

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Data Insight research agency

Data Insight is the first Russian research agency specializing ininternet market: interactive advertising, ecommerce, digital PR,online education, internet start-ups. We operate on the Russian,Kazakhstan, Belarusian and Ukrainian markets.

The agency founded by Fedor Virin and Boris Ovchinnikov in 2010.

Data Insight provides analytical surveys based on mix data sources:polls, web stats, financial data, usage data, expert opinions,company’s data (like sales stats). We make a strong models with allthis types of data to understand user behavioral and to provideforecasts

Contacts:

phone/fax: +7 (495) 540 59 06

email: [email protected]

www.datainsight.ru