Golden Hundred Russian Digital 2015 and key market development trends

    Hello Megamind! We published our main rating this year - the Golden Hundred of the Russian Digital 2015 (and also revealed the trends of market development in a crisis). This is a rather non-standard chart that brings together studios and agencies from all market segments (development, advertising, promotion, mobile, etc.).

    One hundred out this year for the third time, this year's top headed GRAPE , in second place Ingate , and receives a bronze by Articul Media . The methodology is based on a rather complicated (but transparent) mechanism for analyzing all local ratings existing on the market (this time we analyzed the database immediately by 56 charts) - and a summary Hundred is built on them.

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    In addition to the rating itself, as part of a comprehensive study, we compiled a list of the most important factors / trends that affect the interactive communications market in times of crisis: The

    crisis year of 2015 became expectedly difficult for the Russian digital market. Active growth in volumes is observed only in the segment of mobile development and marketing, as well as in the direction of contextual advertising. The remaining market segments show a slight increase or a slight drop in volumes, and the online media advertising market showed a significant drop in the first months of 2015 (according to AKAR for January-March 2015).

    Based on the results of a number of our own market research, analytical data and surveys of the leaders of large agencies, we formulated a number of important trends / factors that have a significant impact on the market during 2015:

    • The sharp changes in the currency and stock markets, foreign economic and foreign policy risks form a high level of uncertainty in the digital communications market. The percentage of "refusal" of clients from work on current and new contracts that have just been signed is growing, budgets are flowing from one client industry to another, and agencies themselves often escalate the situation on an emotional level.

      If we talk about real indicators, then most of the agencies show stagnation or slight growth in turnover, and rather optimistically describe the prospects for the development of their business (at the same time, a number of agencies have already encountered really serious financial problems). What the majority of agency representatives agree almost unanimously is the fast growth of accounts receivable for already completed work, and this is probably the only statistically confirmed financial crisis factor.

    • The “average prices” for various channels of digital communications have already reached a certain level of growth and saturation, and are no longer clearly more attractive than similar channels of offline communications. Therefore, in comparison with the crisis of 2008-2009, one should not expect a massive overflow of client budgets from offline to online in 2015.

    • The key trend, which, one way or another, all market experts mention is “measurability”. The measurability of metrics across channels, the measurability of ROI and other KPIs, the measurability of the entire process of interaction between an agency and a client in the broad sense of the word.

    • Continuing the conversation about measurability, one of the most significant trends was the development of the Performance Based Marketing ideology and the emphasis on this scheme of working with large customers of many key market agencies. We also need to note the increased attention of large agencies to CRM / eCRM tools and the development of competencies in this area, as well as the active development of RTB tools and the ideology of Programmatic Buying.

    • The active M&A (mergers and acquisitions) process, which we described for the first time as an important trend last year, continues. The crisis only promotes the unification of complementary agencies (due to a possible reduction in costs), and the multidirectional growth and fall vectors of various agencies only fuel the attractiveness of acquisitions and acquisitions by large players of smaller agencies.

    • Like last year, the process of pressure on the segment of small agencies operating in the low price range from the part of SaaS services, which are rapidly gaining popularity in the SMB segment, is intensifying.

    • For several consecutive years, due to the constant rotation of personnel from agencies to clients, the level of competence of the end customer has been growing, and this is good news.

    • The list of the most acute problems of the agent market, unfortunately, remains almost unchanged. This is a low threshold for entering the market, a large rotation of “one-day agencies”, a finely dispersed distribution of players (more than 10,000 operating agencies in Russia), a low average level of customer service and support, a weak level of strategic expertise, a frequent lack of competencies in their own marketing aspect agencies. Unless staff shortages and the general level of overheating of wages are gradually declining.

    On Ruvard you can see the full Top 100 , the expanded Top 300 agencies of hundreds, as well as a number of all sorts of interesting comments.

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