April 25, 2007 at 15:49Arton Consulting: Contextual Advertising Research '2007
The Arton Consulting Agency announced the results of a study of contextual advertising in Runet conducted in March. We analyzed data on advertising campaigns of 12 Russian businesses engaged in real estate and car sales (Moscow, Moscow region). According to the authors of the report, the identified trends are characteristic of most users of Russian contextual advertising systems.
One of the trends indicated by Arton is a decrease in the share of search advertising. So, in “Runner” this share was reduced to 36% (was 48%). The share of search advertising in Yandex.Directequal to 67% (taking into account traffic from Yandex search, Mail.ru, Yandex.Catalog). It is noted at the same time that the quality of the audience of search advertising, on average, is slightly better than that of the other components of the "context" - advertising on the topic of pages and behavioral advertising.
Another conclusion of Arton is that the quality of the Yandex.Direct audience is higher than that of the Runner. This is determined by two indicators - viewing depth and return to the site. It turned out that, on average, users of Yandex.Direct had 15% more visitors viewed 4 or more pages on the site. Returned to the site after the first visit - by 3.5% more visitors. “The account in favor of Direct is by no means devastating,” says Denis Korneev, head of the contextual advertising department at Arton. He believes that "Runner" is definitely worth using to achieve greater audience reach. At the same time, the cost for a “quality visitor” is likely to be quite close.
Other results of "Arton"
One of the trends indicated by Arton is a decrease in the share of search advertising. So, in “Runner” this share was reduced to 36% (was 48%). The share of search advertising in Yandex.Directequal to 67% (taking into account traffic from Yandex search, Mail.ru, Yandex.Catalog). It is noted at the same time that the quality of the audience of search advertising, on average, is slightly better than that of the other components of the "context" - advertising on the topic of pages and behavioral advertising.
Another conclusion of Arton is that the quality of the Yandex.Direct audience is higher than that of the Runner. This is determined by two indicators - viewing depth and return to the site. It turned out that, on average, users of Yandex.Direct had 15% more visitors viewed 4 or more pages on the site. Returned to the site after the first visit - by 3.5% more visitors. “The account in favor of Direct is by no means devastating,” says Denis Korneev, head of the contextual advertising department at Arton. He believes that "Runner" is definitely worth using to achieve greater audience reach. At the same time, the cost for a “quality visitor” is likely to be quite close.
Other results of "Arton"