recession-2009: results and lessons
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Andrey Sebrant presentation at Internet CEE, Poland, Warsaw, May 2010TRANSCRIPT
Andrey Sebrant
Yandex
Recession-2009:results and lessons
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Warsaw, October 2008, “Russian hour”
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19 months later
So, what were we doing?
What happened?
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Russian Internet growth (in ‘000)
Cities 100 000+, monthly reach
Age, years
March 2008 March 2010March 2009
Source: TNS WebIndex
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Activity growth
More frequent users every year
Reach
6 months
3 months
1 month
1 week
1 day
Source: FOM
2006 2007 2008 2009
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Age matters; size, too
Internet penetration
Age, years
All cities100 000+
Moscow
Source: TNS WebIndex, March 2010
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Important note
Russian market is changing very fast.
Data in Do you CEE report are valid for January 2009; do not reflect the reality of summer 2010.
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Result #1
Despite recession, we’ve got
more people online
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They love context ads
In tough time, they come in crowds
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…and they got smarter
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…and they are slightly different
The realty segment was the most spectacular looser.
On the other hand, health and beauty gained a lot.
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Not a mourning time 2009,
billion RUR2008,
billion RURChange, %
Ad market total 204 277 -26%
TV 113.7 138.9 -18%
Radio 9.0 14.0 -36%
Print 32.6 57.6 -43%
Outdoor 27.3 45.8 -41%
Other 2.6 3.2 -19%
Internet 19.0 17.6 +8%
-Display ads 7.7 7.4* +4%
-Context ads 11.3 10.2 +11%
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2010Q1
First financial results for 2010 are even more impressive:
Display ads +16%
Context ads +42%
Total +31% (3,4 billion RUR)
Source: ACAR
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Result #2
Despite recession, we’ve got
more money in online ads (but not as much as we’d wish…)
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Online money go down the funnel
Interactive marketing requires activity from a recipient.
That’s why responsive and truly interactive ads are getting more and more popular. They are unique for the Internet (+mobile), they attract offline money.
user activity
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Recession is anything but a slowdown…
Internet is the last thing people cut from their budgets (personal or marketing)(In fact, Misha predicted it here in 2008)
Advertisers DO run online in tough time, but become much more demanding – so you better meet their expectations
New services and devices (mobile first) catch on faster than ever.
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PS. One slide of boasting
Or maybe it’s a lesson, not just boasting…
InternetCEE’08
40% -
60% -
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They say it may be a W-shaped one?
Okay, we’ll keep working!(Because we know it’s not all that bad, after all)
And dancing, of course ;)
Warsaw, yesterday ;)
