The role of the professional community Interactive Advertising Bureau (IAB) in the development of the market. Interactive Advertising Trends 2014: Mobile Ad, Programmatic, Big Data, Digital Video Ad, Viewable Impressions (3MS), Multi Channels Communications and Automation. View from Russia to the Baltic region.
How consumers use technology and the impacts on their lives
English version: Interactive Advertising Trends 2014: USA, Europe, IAB Russia. 20141023 iLive Conference, Riga, Latvia
1. Interac(ve
Adver(sing
Trends
in
USA,
Europe
and
Russia
Boris
Omelnitskiy,
IAB
Russia
President
23.10.2014,
Riga,
Latvia,
iLiveConference
2. IAB – Interactive Advertising Bureau
• Global
public
organiza/on
uni/ng
par/cipants
of
the
interac/ve
adver/sing
industry
worldwide.
• IAB
works
in
42
countries
on
4
con/nents.
• The
na/onal
branch
of
the
IAB
are
independent
organiza/ons
and
are
managed
by
local
members.
3. IAB
Mission
is
Growth
Professional
community
of
IABs
works
for
interac/ve
adver/sing
market
development
• Standards
• Research
• Educa/on
• Events
• Self
Regula/on
• Interna/onal
Coopera/on
www.IAB.net
4. IAB
Russia
-‐
29
members
October,
2009:
IAB
Russia
was
established
March,
2011:
The
beginning
of
opera/on
ac/vity
www.IABRUS.ru
9. Mobile
Adver/sing
Defini/on
A
d
v
er/sing
tailored
to
and
delivered
through
wireless
mobile
devices
such
as
smartphones
(e.g.
Blackberry,
iPhone,
Android,
etc.),
feature
phones
(e.g.
lower-‐end
mobile
phones
capable
of
accessing
mobile
content),
and
media
tablets
(e.g.
iPad,
Samsung
Galaxy
Tablet,
etc.).
Typically
taking
the
form
of
sta/c
or
rich
media
display
ads,
text
messaging
ads,
search
ads,
or
audio/video
spots,
such
adver/sing
generally
appears
within
mobile
websites
(e.g.
websites
op/mized
for
viewing
on
mobile
devices),
mobile
apps
(e.g.
applica/ons
for
Smartphones
running
iOS,
Android,
Windows
Mobile
or
other
opera/ng
systems),
text
messaging
services
(i.e.
SMS,
MMS)
or
within
mobile
search
results
(i.e.,
411
lis/ngs,
directories,
mobile-‐op/mized
search
engines).
Mobile
adver/sing
formats
include:
Search,
Display
(banner
ads,
digital
video,
digital
audio,
sponsorships,
and
rich
media),
and
Other
adver/sing
served
to
mobile
devices.
Source:
IAB
internet
adver/sing
revenue
report
2014
H
1
15. Viewable
Impressions
(3MS)
Making
Measurement
Make
Sense
(3MS)
is
a
cross-‐industry
ini/a/ve
focused
on
five
areas:
1. defining
impressions;
2. establishing
audience
currency
–
viewable
impressions;
3. crea/ng
a
standard
classifica/on
of
ad
units;
4. defining
ad
performance
metrics,
5. establishing
brand
a`tudinal
measures
www.measurementnow.net/
Are
your
ad
is
viewable?
35. Share
by
media
in
Russia,
2013/2012
48%
2013
11%
5%
12%
22%
2%
TV
RADIO
PRINT
MEDIA
OUTDOOR
INTERNET
REST
of
media
48,1%
18,9%
13,8%
2012
4,9%
12,7%
1,6%
Source:
AKARussia.ru
36. Comparison
USA
and
Russia
Digital
Ad
markets
2008-‐2013
$45000000
000
$40000000
000
$35000000
000
$30000000
000
$25000000
000
$20000000
000
$15000000
000
$10000000
000
$5000000
000
$
0
Volume
US/Russia
2008
2009
2010
2011
2012
2013
Russia
US
50,00
45,00
40,00
35,00
30,00
25,00
20,00
15,00
10,00
5,00
0,00
Gap
US/Russia
2008
2009
2010
2011
2012
2013
Sources:
AKARussia.ru,
IAB
Global,
PwC
37. IAB Russia Digital Advertisers Barometer-2014
How
has
the
adver/sing
budget
of
your
brand
(converted
to
RF
rubles)
changed
in
2014
compared
to
2013?
Source:
2014,
IAB
Russia
Digital
Adver/sers
Barometer
In
2014,
65%
of
large
Internet
companies
going
to
increase
budget
for
online
adver/sing
by
more
than
10%
41. Links
and
Sources
1.
IAB
Global
Site
hmp://www.iab.net/
2.
IAB
Russia
Site
hmp://www.iabrus.ru/
3.
RACA
-‐
Russian
Adver/sing
Market
Report
hmp://www.akarussia.ru/knowledge/market_size/
4.
The
IAB
Internet
Adver/sing
Revenue
Report
hmp://www.iab.net/research/industry_data_and_landscape/adrevenuereport
5.
Digital
Ecosystem
of
Russian
Market
hmp://www.diges.ru/
6.
RAEC
overview
RuNet
economic
2012/2013
hmp://raec.ru/upload/files/131010.pdf
7.
IAB
Russia
Digital
Adver/sers
Barometer
–
2014
hmp://www.slideshare.net/Data_Insight/201409en-‐iab-‐russia-‐digital-‐adver/sers-‐barometer
hmp://iabrus.ru/docs/report_iab.pdf
8.
MIXX
Russia
Conference
Site
hmp://mixxrussia.ru/
9. Making
Measurement
Make
Sense
–
Viewable
Impressions
Ini/a/ve
hmp://www.measurementnow.net/
10.
Open
RTB
Specifica/on
2.2.
hmp://www.iab.net/media/file/OpenRTBAPISpecifica/onVersion2_2.pdf
42. 2.12.201
4,
Moscow
www.mixxrussia.ru
Thank
you
for
amen/on,
Boris
Omelnitskiy,
President
IAB
Russia,
bao@iabrus.ru
@baoizm