Contextual aggregators: a real alternative or the fifth leg?

I wrote a note right on the sections of KIBORIF , but it so happened that I could only post it now, after SPIKA =)

And so, in a relatively short period, several products were released one after the other, serious about helping advertisers to manage budgets. They are called "contextual advertising management systems," and they carefully provide the advertiser with all three of the "twists" of contextual advertising through a single window.


The main players in the market, we have shown in the past KIBoRIFe - Blondinka.Ru ( Ashmanov & Partners ), SmartContext ( iContext ) and launched on April 20 eLama.ru ( TRINET) An overview of all three systems was demonstrated by Roman Filippov in the RIFoKIBA section “Contextual Advertising in an Optimistic Context”.



If we talk about the potential of these systems as market participants, then the intersection of their audiences, if possible, is extremely insignificant due to the strong difference in ideologies.

And yet they are different: Blonde.Ru is aimed at those who have the task of launching an advertising campaign, but have no desire to delve into the intricacies of contextual advertising, and there is such a financial opportunity. SmartContext has a ton of options for setting up advertising campaigns - it is clearly aimed at advanced users. eLama plans to please everyone, including seoshniks, with its word selection service and detailed statistics (now the data is taken from Yandex.Wordstat, and then its own statistics engine is planned for word selection).

As for money- SmartContext takes 4.47% of the advertiser's budget, eLama.ru is declared as a free service for the advertiser, the Blonde business model remains in doubt.

As the speaker predicted, perhaps in the near future we should wait for the appearance of new players in this field. Will SCSECS (Centralized Contextual Announcement Management Systems in the terminology of the speaker Roman Filippov) compete with direct services?

To a question from the audience about Yandex’s attitude to STSUKO, Alexei Terentyev replied that the lack of relations is also a relationship, and in particular with the Blonde, they are absent.

I wonder how things are with the other systems and whether they will block the oxygen in the future ...

Of course, while contextual advertising management systems do not seriously eat anyone. But the current three players have already offered some really interesting concepts for working with the advertiser. Of interest to both the advertiser and the service owners.

We are waiting for the current new formation to become a real market, when real competition will appear on it.

Provided, of course, that Yandex.Direct, Google AdWords and Runner will be loyal to aggregators and will not bother to tighten policies.