NONE: ONLINE-ADS>> Russia generates 100,000,000 banner exposures/month
ONLINE-ADS>> Russia generates 100,000,000 banner exposures/month
Leonid L. Delitsyne (delitsin_at_dungeon.techno.ru)
Wed, 23 Sep 1998 09:32:53 -0500 (CDT)
Dear Richard and online-ads subscribers,
I hope you would be interested to find out that on
September 11, Bizlink (www.bizlink.ru), which is Russia's
largest advertising network, announced exceeding 1,000,000
exposures per day.
Their press release is located at
http://autopsy.noc.teleport-tp.net/~gong/am/
Here are some excerpts and my comments:
>1,037,453 exposures on September 10, 1998. This is a breakthrough
>that none of Russian advertising agencies or stand-alone Web-sites had
>managed to achieve before.
Russia's Internet advertising history was very peculiar.
First advertising networks (sputnik.ru, that I founded, and
weblist.ru, founded by a provider from town of Izhevsk)
appeared in 1996. Both ot these died, facing strong
competiion in early 1998, while generating about 10M
exposures/month. The competitors have been either software
companies or large Web Design studios (such as AlterMedia,
that posesses Bizlink):
>Design Studio Altermedia (www.am.ru) emerged in April 1998 on the basis of
>Portal
>Internet service provision unit of the firm Teleport-TP. Altermedia
>specialises on the provision to its customers of a complete Web presence
>package from consultancy services to th e development and promotion of Web
>sites. Over 20 professionals in projects, customer support, design and data
>management of Altermedia are working to create corporate Web-sites,
>databases, catalogues and develop new media services. Altermedia's customer
>list includes around 20 international and Russian companies.
Teleport-TP is a subsidiary of PLDI. They possess their own
satellite and some optical lines. The financial backbones of
the current advertising networks are incomparably better
than what first Russian networks had in 1996. As a result,
the leading advertising networks today became about 5 times
larger than the biggest Russian sites (although some sites,
such as infoart.ru, claim comparable traffic).
>Interreklama's tremendous growth has been achieved due to its excellence
>in the campaigne management flexibility, according to the representatives of
>the agency. Standard for its management procedure are the capabilities for
>participants to chose the time, Web-site category and exposure volumes, as
>well as to receive detailed campaigne statistics.
InterReklama (another name for Bizlink) indeed developed
rather advanced software that includes geographic targeting,
targeting of bussiness and home users. They also do some
tracking of the user's behaviour using the data bases that
they have collected.
>Altermedia's research shows that Interreklama now controls over 25% of the
>Russian Web advertising market expressed in banner exposure amounts.
When I summed up the traffic 6 from largest Russian
advertsing networks, and added a couple of largest sites,
I came to the number of 3 millions of banner exposures
per day, or about 100,000,000 banner exposures per month.
As can be seen from AlterMedia's PR, their estimate of
the total traffic is slightly larger, i.e. 4 millions of
banner exposures per day, and 120 millions per month.
>quality growth on the same scale. Recently Interreklama merged with the
>Bannerpoint banner exchange network.
Indeed they bought a competitor. As far as I am aware, they
are going to buy more soon.
They have a nice graph of their growth on their site. I
expect the traffic of the largest networks to grow ten-fold
in one year. My estimate would be 10-30 millions of banner
exposures per day for the leading network (taking in account
anticipated mergers).
>Interreklama's new target to be reached in the end of 1998 is TWO MILLION
>advertisement exposures a day, as shown on the graph above.
I think, they will make 3 millions, and it is possible
that some of their competitors will follow closely. They are
currently struggling for the rights to represent the
largest sites (with 0.5-5 millions of the exposures per
month).
Sincerely yours,
Leonid Delitsyne
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