Information Group (part of an investment holding company FINAM) held a conference on Mobile Advertising: New Opportunities. Its members believe that the share of mobile solutions in the total mass marketing still very low. However, the high efficiency of mobile advertising will stimulate activity in this segment.
Experts note that the mobile advertising market in Russia is extremely low. For example, in the assessment of the Director of Moscow representative office of the company Subscribe.ru Kirill Chistov, the SMS /MMS /Bluetooth /RSS and others accounted for only about 1% of the total volume of the country's electronic mailings. Such a view shared by the director of mobile solutions IC FINAM Konstantin Kamenev: The share of the mobile advertising market is now negligible.
slightly different approach to the evaluation of mobile advertising at the director of marketing and operations of the company i-Free Vyacheslav Ovchinnikov: There is a huge domestic demand, ie, mobile advertising, mobile services and the same services. For example, a portal operator /content provider /normal wap-site - a site, more than fully jammed mobile advertising. from memory, the order of 200-300 million dollars a year. If we consider only the mobile advertising non-mobile service, you can hardly get $ 5 million a year.
Similar assessment voiced the general director of Begun Alexey Basov: I think that the market itself does not have a field for experimentation, which operates a number of companies. To be able to talk about the size of the market, there is a need established players and transparent , market-based standards for products and infrastructure, independent meters - and the cash flows, any noticeable on the radar gun. It will take another couple of years, but it sure will. Similar processes I have seen many times in other areas. Until we can speak only for expert estimates. I think that in 2008 annual sales of advertising companies in the mobile Internet is not exceeded several million dollars, 3-4, for example.
crisis negatively affected the market of mobile advertising, but he has already started rehabilitation. In the segment of mobile advertising consumer brands, there really is a very serious recession in late 2008 - early 2009. But spring began the revival of interest, which is currently accelerating. Advertiser is looking for efficiency, and at a similar price level in the mobile advertising mediaprostranstve, especially outside GSA-traditional advertising may give enough opportunities, including the development of post-click communication with the consumer - as it often determines the outcome and economic impact for the advertiser, - told the General Director of Mobile Media Group David Vachadze.
At the same time the popularity of mobile advertising is likely to grow. Factor attracting advertisers, has a higher response rate of the target audience than traditional marketing tools. The measure of a CTR. In general, mobile advertising is higher than the Internet, and due to this target. Thus, we conducted an advertising campaign for ski tours of the subscribers, who in the questionnaire indicated that interest in tourism. CTR of this campaign was 11 %, almost half of these people bought things to do, - says the project manager of interactive services department of the corporate center MTS Svetlana Boldareva.
Among the sectors which in future may be the most active use of the mobile environment for its move, the general director of Promo Interactive Eugene ethynyl allocated the entire segment of B2C: If you need something to sell the person, the best way - this is a personalized effect a mobilephone is the most personal channel of communication. Of course, mobile advertising is more targeted at the youth audience, so the advertising works well for the film industry, FMSG goods, etc., but with the development of targeting range of industries will certainly grow.
The market of mobile advertising is emerging from crisis
Information Group (part of an investment holding company FINAM) held a conference on Mobile Advertising: New Opportunities. Its members believe that the share of mobile solutions in the total mass marketing still very low. However, the high efficiency of mobile advertising will stimulate activity in this segment.
Experts note that the mobile advertising market in Russia is extremely low. For example, in the assessment of the Director of Moscow representative office of the company Subscribe.ru Kirill Chistov, the SMS /MMS /Bluetooth /RSS and others accounted for only about 1% of the total volume of the country's electronic mailings. Such a view shared by the director of mobile solutions IC FINAM Konstantin Kamenev: The share of the mobile advertising market is now negligible.
slightly different approach to the evaluation of mobile advertising at the director of marketing and operations of the company i-Free Vyacheslav Ovchinnikov: There is a huge domestic demand, ie, mobile advertising, mobile services and the same services. For example, a portal operator /content provider /normal wap-site - a site, more than fully jammed mobile advertising. from memory, the order of 200-300 million dollars a year. If we consider only the mobile advertising non-mobile service, you can hardly get $ 5 million a year.
Similar assessment voiced the general director of Begun Alexey Basov: I think that the market itself does not have a field for experimentation, which operates a number of companies. To be able to talk about the size of the market, there is a need established players and transparent , market-based standards for products and infrastructure, independent meters - and the cash flows, any noticeable on the radar gun. It will take another couple of years, but it sure will. Similar processes I have seen many times in other areas. Until we can speak only for expert estimates. I think that in 2008 annual sales of advertising companies in the mobile Internet is not exceeded several million dollars, 3-4, for example.
crisis negatively affected the market of mobile advertising, but he has already started rehabilitation. In the segment of mobile advertising consumer brands, there really is a very serious recession in late 2008 - early 2009. But spring began the revival of interest, which is currently accelerating. Advertiser is looking for efficiency, and at a similar price level in the mobile advertising mediaprostranstve, especially outside GSA-traditional advertising may give enough opportunities, including the development of post-click communication with the consumer - as it often determines the outcome and economic impact for the advertiser, - told the General Director of Mobile Media Group David Vachadze.
At the same time the popularity of mobile advertising is likely to grow. Factor attracting advertisers, has a higher response rate of the target audience than traditional marketing tools. The measure of a CTR. In general, mobile advertising is higher than the Internet, and due to this target. Thus, we conducted an advertising campaign for ski tours of the subscribers, who in the questionnaire indicated that interest in tourism. CTR of this campaign was 11 %, almost half of these people bought things to do, - says the project manager of interactive services department of the corporate center MTS Svetlana Boldareva.
Among the sectors which in future may be the most active use of the mobile environment for its move, the general director of Promo Interactive Eugene ethynyl allocated the entire segment of B2C: If you need something to sell the person, the best way - this is a personalized effect a mobilephone is the most personal channel of communication. Of course, mobile advertising is more targeted at the youth audience, so the advertising works well for the film industry, FMSG goods, etc., but with the development of targeting range of industries will certainly grow.
Department of Public Relations and Media Investment Holdings FINAM.
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