Staying at my Russian friend’s place, I noticed that the first thing she did in the morning was logging in to vKontakte. Well, I guess I can’t compete with her 300+ friend list, and even less – with her mother when she checks up on her in Odnoklassniki. This behavior becomes quite common as she’s just one of those 45 million VK users and 30 million Odnoklassniki users who are getting social online every day.
By contrast, Facebook in Russia is not doing that well in the race (7.5 million users), so no wonder companies try to catch up and invest more into advertising on national platforms instead: according to Socintel360, in 2013 marketing campaigns in Odnoklassniki and vKontakte had $132.4 million and $83.7 million budgets respectively. And, in the coming years, brands are likely to spend on them even more.
ComScore recently released an interesting report on Russian social networks and their audiences, which, I thought, could be interesting for everyone buying advertising in VK (vKontakte), Odnoklassniki or on Russian Facebook.
* The numbers are shown in million users
One of the major Russian social networks, also known as the Russian Facebook-clone, vKontakte (aka VK) announced upcoming launch of two new advertizing products: their own ad network and retargeting platform.
vKontakte ad network
The ad network is said to be launched in mid-October. It will allow publishers to place blocks of vKontakte ads on their sites. Webmasters will receive 50% of advertising revenue, which is comparable with AdSense and Yandex Advertising Network. At the first stage, the ads will be shown only to logged in to vKontakte users. For those questioning the size of this audience size, VK opened up visitors stats on LiveInternet.ru – please got in and have a look. Nothing is said about targeting options or quality of the publishers in the network.
Monday, September 10: Russian social network vKontakte reported the highest number of visits in their history in one day – 38.4 million. This is 50% higher than the average daily number of visits in September last year. It is also about 7 million higher than yesterday’s visits of the second largest social network in Russia Odnoklassniki (31.6 million).
It seems vKontakte take pride in their visitors trends, because on the same day they opened up their traffic statistics for everyone. Metrics like pageviews , sessions , visitors, average visit duration (min) , pageviews/visitor and some other are now available at Liveinternet.com/stat/vkontakte.ru/.
Source: http://www.sostav.ru/news/2012/09/11/vkontakte_tns/ (in Russian)
Russians like Twitter, and the growth of Twitter usage in Russia has been astonishing. In February this year Semoicast reported that Russia is 20th country in the world in terms of Twitter account. Half a year later Russia climbed up to position 14:
See full report: http://semiocast.com/publications/2012_07_30_Twitter_reaches_half_a_billion_accounts_140m_in_the_US