ConnectedTV Conference, my part of presentation

1. Russian Market
II Международный форум CONNECTED TV &
VIDEO
Internet TV. Smart TV. Mobile TV
Антон Мелехов
Москва, 06/02/2012

2. YouTube popularity in Europe and Russia
Охват YouTube в Дании, Венгрии, Польше и России
80% 74.79%
68.03%
70%
60% 56.59%
51.69% Greatest popular
50%
with service, Hungary - 74.79%
40% 11.2009
of the total Internet
11.2010
30% audience in the
11.2011
20% country, watching videos on
10% YouTube!
0%
Russia - a leader in the
13,407,200 number of visitors
Польша to YouTube, 21,985,953
Посетители 1,145,169
(Декабрь 2011) Белоруссия people visited
4,881,701
21,985,953 Украина theservice in
Россия December 2011
0.00 10,000,000.00 20,000,000.00
Источник данных: Megapanel PBI/Gemius, gemiusAudience fusion, gemius/Ipsos Audience Fusion 2

3. YouTube competitors in Russia, changes in Reach
RuTube
Smotri
11.2011 13.18% 11.2011 6.67%
11.2010 14.00% 11.2010 8.20%
11.2009 14.15% 11.2009 4.68%
Users of Smotri.com viewed in December 34,231,014 pages, while the users
arecommitted RuTube 28,403,936 views
Источник данных: gemiusAudience fusion
3

4. Possible trends on the Russian video market
• Further growth of VOD players and the introduction of new services (for users will be given a
choice - free access with advertising, or access to view, for a fee, but no ads
• In connection with reaching agreements with the owners to increase the number of
"closed", movie shows for VOD users that will contribute to the growth of their popularity
among users + implementation of the special buttons that allow you to watch favorite movie
online (for example, based on data from the portal www.kinopoisk.ru)
• Growth of Mobile TV - the demand for tablet PCs and smartphones in Russia increases, the cost
of access to the Internet through these devices is getting cheaper, and there are appearing more
and more applications on platforms iOS and Android through the key market players
• Further development of the technology of Smart-TV. Seizing the opportunity to watch films in
the mode of 3D, through applications Smart-TV, switching to online broadcast of cable TV
channels
4

5. Market problems:
• Pirated content interferes with the development of high-quality VOD segment - holders with
very great caution would be to agree on “close” shows of the new films )before official launch in
cinemas), through the Internet, because there are many options to copy the movie and put it on
the torrents
• The measurements of live broadcast - you need to understand how it can be monetized as well
as learn soc-dem of the audience
• Measurement of the effectiveness of advertising campaigns - are still rather vague notion of
how to track KPI of the campaign, and many continue to evaluate the effectiveness in CTR
• Not enough depth market data as a whole. There is a lack of detailed studies of the interaction
of users with video content portals and their understanding of the soc-dem profile
5

6. The opinion of the market (media houses):
• «One of the main and important problems in the placement of video ads is that not all sites can provide
information on the percentage of inspections video, someone does not have such resources, some are not
technically able to do it. For the customer is very important to understand what percentage of users watched
the ad to the end»
• «The low conversion of the video. Yes, a lot of clicks, CTR are good, but the direct conversion of site
usually does not occur. Not enough studies about the return to the site of people who have seen our
online video advertising. Maybe then the view of the low conversions with video ads will change»
• «We'd like to place non-standard pre-roll, with a departing or screenglide objects, etc. , But
then again - did not all sites are ready to place them and for us they are quite expensive to
create and they fit only for luxury brands»
Источник данных: Независимое мнение специалистов ряда крупнейших сетевых агентств России 6

7. The opinion of the market (media houses):
• «Currently, we urgently need statistics on which we could see the number of seconds of video
commercials, which looked at the user, where he pressed the button «play», where he made something with
sound, and in what place abandoned the video stream (on its own initiative or technical problem)"
• «In-banner video does not replace the In-stream, as is with no sound and the size of it is not full screen.
Although as a parallel format for TV campaign for the light TV viewers it work fine»
• «Streaming video has fairly heavy traffic has a video on the internet, but so far it's hard to
build the knowledge, scope and specific frequency, using only the TV as a replacement.
Typically, the In-stream video is only an addition. Since people are not regularly watching
videos in the internet on certain sites, such as watching their favorite TV channels. Sites
with video content is incomparably greater than the TV channels, and the user's attention
is scattered»
Источник данных: Независимое мнение специалистов ряда крупнейших сетевых агентств России 7

8. Спасибо!
Присоединяйтесь к нам @: Контакты:
Facebook.com/GemiusGroup Lauris Lietavietis Антон Мелехов
Twitter.com/Gemius Audience research product manager Директор по продажам и
Slideshare.net/Gemius_com (BY, EE, LT, LV, MD, RUS, UA) развитию, Россия
YouTube.com/WwwGemiusCom lauris.lietavietis@gemius.com anton.melekhov@gemius.com