Online advertising expenditures in Russia keep growing at high year over year. The Association of Communication Agencies in Russia (ACAR) reported [in Russian] that companies spent 20% more on online advertising comparing to the first half of 2013. Contextual advertising (SEM) traditionally showed the highest growth – 28% comparing to the same period of 2013.
The total value of online advertising market in the first 6 months of 2014 reached 38 billion Russian rubles (approx. 1.06 billion US dollars).
Being at Mobile World Congress in Barcelona has been truly enlightening for me. I got to talk to amazing people and learn a lot of new things. What I learned passing by Yandex booth at MWC was probably the most shocking discovery for me. Apparently, the long-time rivals Google and Yandex are partnering up (!!!) to deliver more value to media buyers in Russia and CIS region.
Yandex launched its own Real-Time Bidding system for auctioning ad impressions to advertising systems in March 2012. Yandex.Direct and myThings were the first participants in the auction, which were later joined by Tinkoff Digital, the developer of Russia’s first RTB platform, and LaModa, one of the most popular fashion e-retailers in Russia. At the same time, lots of display inventory was available through Google’s DoubleClick.
Today Yandex.Direct announced [in Russian] the release of ad group structure in their system to enable better possibilities for ad testing.
I have been missing this feature for years, and even worked out a walk-around for my Russian SEM work: first I would launch Russian AdWords campaigns to test ad copy; then, 2-3 weeks after the launch of AdWords, when enough statistics is collected about ad copy performance, I would start Yandex.Direct campaigns and use winning ad copy from Google AdWords.
This process was clumsy and cumbersome, and didn’t really work for campaigns where timing was crucial (e.g. sales, limited offers, product launches, etc.). But hey, we all know how important ad copy is when it comes to SEM (and Yandex SEM is not an exception), so that was generally my way of creating campaigns whenever it was possible to wait.
Earlier today Yandex announced [in Russian] this long-awaited and really useful change in Yandex.Direct interface. In the nearest future Yandex will enable multiple currencies, namely Russian ruble, Ukrainian hryvnia, Kazakhstani tenge, Euro, US dollar, Turkish lira and Swiss franc, to chose from for billing, bidding and statistical analysis.
Until now, as I explained in one of my earlier posts, all financial metrics in Yandex.Direct were shown in “units” or “y.e.”, which are in reality the same thing — an abstract financial unit that is equal to 30 Russian rubles. This caused a lot of confusion for Russian, but even more for foreign advertisers due to fluctuating exchange rates and hence complexities of analyzing statistics. The possibility to chose currency will add much more clarity into Yandex.Direct billing, bidding and ROI calculations.
Yesterday (2013.07.25) Yandex released their Second Quarter 2013 Financial Results. The overall company revenue increased by 35% comparing to the same period of 2012.
The revenues from contextual advertising on Yandex own properties grew by 37% comparing to the same period of last year.