2. About company
p.3 – IAB world
p.4 – IAB Russia
p.5 – Philosophy and mission of IAB Russia
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3. IAB WORLD
International Assosiation
The Interactive Advertising Bureau (IAB)
Association of digital advertising market participants
•Foundation date: 1996
•Company headquarters: New York
USA: over 460 leading companies, with share 86% on the market
Europe: over 5500 companies, on more then 30 markets
Main purpose of IAB activity:
• to develop the market of digital advertising
• to enlarge a share of investments allocated to the budget
• promotion from advertisers
Further information you can find: www.iab.net www.iabeurope.eu
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4. IAB Russia
October, 2009:
Official representation of IAB Russia was opened to promote for development of the Russian
market of interactive advertising
July, 2010:
IAB Russia was organized (the legal name of the company: Non-commercial partnership interactive
advertising bureau)
Mart, 2011:
The beginning of operational activity
Подробная информация: www.iabrus.ru
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5. PHILOSOPHY of IAB RUSSIA
• Transparency and frankness of relations
• “Out of politics” atmosphere
• Balanced positioning of various market participants
• Focus on the industry needs
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MISSION of IAB RUSSIA
• Integration of Russian market into the world digital advertising market
• Two-way exchange of information and experience
• Distribution of digital advertising standards to Russia
• Provision of infrastructure for communication with foreign counterparts
• Launching IAB projects for demonstration of market potential in Russia
6. 2011, RESULTS of ACTIVITY
p.7 – Standards
p.10 – Researches
p.12 – Knowledge of IAB Russia brand
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8. STANDARDS
(DIGITAL VIDEO & MEASUREMENTS)
Adaptation of standards which was developed by IAB Global
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9. STANDARDS
(INDASTRIAL GLOSSARY)
The glossary was published after it was collected and coordinated with
players of the market.
The link of the Glossary: http://iabrus.ru/projects/glossary/default.aspx
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11. RESEARCHES
• Integration of the analytical data of Russian market in the IAB global reports
• Researches of volumes of the interactive advertising market by international technique of IAB
researches
Participation in Pan-European research - AdEx 2010.
(The data of volumes of the Russian interactive advertising market which has been integrated in
the general research NN of the Europe markets making by a uniform technique)
Read more about: http://iabrus.ru/File.ashx?ID=363
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12. KNOWLEDGE of IAB RUSSIA
BRAND
p.13 – Web site of IAB Russia
p.14 – PR
p.15 - Events
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13. KNOWLEDGE of IAB RUSSIA
BRAND
(WEB-SITE of IAB RUSSIA)
• Was launched the web-site of IAB Russia
• Was created the ecosystem of Russian digital market
Read more: http://www.iabrus.ru/ecosystem/
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14. KNOWLEDGE of IAB RUSSIAN BRAND
(PR)
• Information support of IAB Russia activity (more than 150 publications in mass-media)
• Informing of members of IAB and of the public about IAB Russia current activity
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15. KNOWLEDGE of IAB RUSSIA
BRAND (EVENTS)
p.16 - MIXX 2010
p.17 - MIXX 2011
p.18 – Brand day 2011
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16. MIXX 2010
About the festival:
Red Apple MIXX is the interactive advertising festival, also the largest international conference spending in the
most countries of the world.
Holding date: September 21th, 2010
Organizers: IAB Russia, Red Apple
Festival audience: Representatives of the key interactive agencies, the Internet platforms, and the companies .
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17. MIXX 2011
About the festival:
Events held during the festival:
International contest of works in digital advertising and marketing field – Red Apple
MIXX Awards 2011 (207 works accepted for the competition, a jury formed of IAB Russia
experts and market experts) .
International conference Red Apple MIXX Conference 2011. Over 80 speakers and about
50 partners
Holding date: September 29th
, 2011
Organizers: IAB Russia, Red Apple
Festival audience: over 800 representatives of key digital agencies, internet area and
advertisers
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18. BREND DAY 2011
About the conference:
Leading annual conference in the marketing, branding and advertising field (over 50 speakers)
IAB Russia was granted by the festival:
Named as an Industrial Partner
The logo of IAB Russia was put in the POSM, on the festival’s tickets and on the web site of the festival
Full information in the information magazines of the festival
Holding date: December 1st
, 2011
Organizers: RACA, RusBrand
Conference audience: over 650 representatives of key digital agencies, internet area,
advertisers, tele- and radio- industry, professional ministries of Russian Federation
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19. 2012 PLANS
p.20 – Overview
p.21 – Education
p.24 – Researches
p.25 – Standards
p.26 – Formats of a dialogue with the industry
p.27 – Calendar of digital events
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20. STRATEGIC DERECTIONS FOR
THE 2012
Education:
•Master-classes
•Long-dated courses
•Professional standards
Researches:
•Mediascope Europe
•Ad Barometer
•ADEX
•Consumers Commers Barometer by Google
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Standards:
•Adaptation of standards which was
developed by IAB Global
•Certification
Knowledge of IAB Russia brand:
•Calendar of digital events
•Formats of a dialogue with the industry
21. EDUCATION
(MASTER-CLASSES, LONG-DATED COURSES)
Purpose: Development and adoption of profession standards of the interactive advertising area
Master-classes:
Target audients: Employees of companies which works in the interactive advertising area
Long-dated courses:
Target audients: Young specialists who are getting a professional education
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22. EDUCATION
(PROFESSION STANDATDS)
Purpose: forming of popular profession standards for the interactive advertising area
Potential partners:
Experience of industries:
• The advertising
RACA developed Advertising Industry standards Regulations of activity of players of the market
• IT
Professional standards of the IT industry was developed in 2006
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23. EDUCATION
(TIME-LIMIT)
• December 8th 2011 - Formation of a commission for this project
• December 2011 - Negotiations with partners
• December 2011 - Formation of a joint working group
• January 2012 - Development of project plan and budget calculations
• February 2012 - Search for a target financing of the project
• IV quarter 2012 - Implementation of the project - in accordance with the plan
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24. RESEARCHES
• MediaScope Europe
The panel cross-media research of media consumption
across European countries. Initiated by EIAA.
Purpose: Get the figures of the markets of Russia and
Turkey
Format of a financing: target financing
Participants: Yandex, VCI
Artists: IAB Europe
• ADEX
A comprehensive guide of European online advertising
sizes and scales . A comparative research of the
digital advertising cost.
Purpose: Monitor of market dynamics
Format of a financing: clarifying
Participants: IAB Russia, RACA
Artists: IAB Europe
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• Ad Barometer
Timely snapshot of current trends and opinions of the
advertising industry in Europe
Purpose: Following of market trends
Format of a financing: clarifying
Participants: IAB Russia
Artists: IAB Europe
• Consumers Commers Barometer by Google
Quantitative evaluation of the Internet market.
Purpose: Monitor of market dynamics
Format of a financing: opened
Participants: A. Belyaev, S. Kvon
Artists: Google
25. STANDARDS
Industrial purpose: lead the market to the same standards.
•Adaptation:
Retransmission of standards developed in the IAB Global
Mart, 2012 – overviews of the standards iabrus.ru with active links toiab.net for download.
•Certification:
At the present there is no possibility for a certification Russian Internet-based products in Russia.
I quarter of 2012 - to develop a procedure of certification for Russian companies under the auspices of the IAB
Russia
II quarter of 2012 - IAB Russia - official center of certification
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26. FORMATS OF DIALOGUE WITH THE
INDUSTRY
• digest:
Expert’s content
January , 2012 – monitoring of capabilities
February, 2012 - choosing of format
April, 2012 - development of the service and organization of the work
May, 2012 - start of the project
• Do you CEE:
Key industry events
February, 2012 - elaboration of the format
March, 2012 - project implementation
April, 2012 - launch of the project
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•domestic notes:
"The Russian market of interactive advertising - 2011"
Key market data, figures, key events
January, 2012 - elaboration format
February, 2012 - collection of content
March, 2012 - start of the project
27. CONTACTS
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Official web-site:
www.iabrus.ru
Boris Omelnitskiy
President
bao@iabrus.ru
+7 916 1159349
Valentin Smolyakov
CEO
v.smolyakov@akarussia.ru
+7 916 5846909
Tatyana Shatalova
Senior coordinator
coordinator@iabrus.ru
+7 967 2662333
