How RTB advertising will develop in Russia: 3 forecasts

Published on August 14, 2014

How RTB advertising will develop in Russia: 3 forecasts

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    RTB technology is a very popular topic - there are fewer and fewer business representatives who would not have heard of the theoretical possibility of auction-based advertising. At the same time, despite significant hype, the volume of this market itself is small, which allows critics of the technology to declare its overvaluation . What are the real prospects for RTB in Russia, and what are the development trends in this area? Today we will try to answer this question.

    Current situation


    According to generally accepted data , the volume of the RTB¬ advertising market in Russia in 2013 amounted to 1.2 billion rubles - this is only 6% of the total cost of display advertising (20.1 billion in the same year). This does not prevent the emergence of a large number of players who work in the same “six percent niche”, today the market landscape looks something like this:

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    The RTB market is growing by several percent per year, more and more Internet resources are connected to advertising exchanges in order to sell their real-time auction technology traffic.

    According to forecasts, by the end of 2014, the market volume can reach 10% of all display advertising in RuNet. Several trends will contribute to this.

    The arrival of foreign players and partnerships with local leaders


    In 2014, the market blew up news of a partnership between eternal competitors in the online advertising field - Yandex and Google. In the framework of this cooperation, the systems of the two companies will be integrated (this process is still ongoing) with each other to exchange advertising displays. The partnership affects only the RTB segment - in the niche of contextual advertising, technological giants remain irreconcilable rivals. The purpose of cooperation is the development of the market in Russia.

    At the same time, Google is not the only foreign company interested in the Russian RTB (or programmatic, as it is also called) advertising market. However, the systems of foreign companies require refinement for the local market (which, in particular, is rather strictly regulated by law). Here Yandex comes to the aid of foreign players, which offers them cooperation and integration - similar relations have already been built with Criteo, Sociomatic and some others.

    This process will continue in the near future - according to Yandex representatives, the RTB market will grow, but so far it is not so large that companies seriously think about competition and do not integrate their systems.

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    Mobile segment development


    The development of mobile Internet in Russia is proceeding at a good pace - according to a study by Mail.Ru Group, the audience of mobile users in 2013 increased by 53% compared to the previous one and amounted to 25.5 million people.

    Despite this, accurate estimates of the mobile advertising market in the country do not exist - various experts cite not always consistent figures from 6-7 million dollars to 1.2-1.4 billion rubles. It’s profitable for some projects to show inflated numbers, but advertisers are still not very willing to go to the mobile environment. Many web projects still do not have mobile versions of sites, which makes it difficult to display ads to users coming from smartphones and tablets.

    Nevertheless, the situation is slowly but changing - there are more and more mobile versions of popular sites appearing, RTB market players are developing mobile platforms - all this suggests that in the next few years (maybe not in 2015, but later) the mobile online market -Advertising will take a step forward, and part of this market will certainly be occupied by RTB.

    Data Focus


    In a completely obvious way, the trend of the desire of advertisers and market players to obtain as complete data as possible about potential customers who can show ads will continue. Representatives of Yandex said that they will collect information about all devices used by humans for more accurate advertising targeting.

    In addition, the concept of programmatic direct is becoming more widespread - this technology involves the sale of traffic to a single buyer, outside the auction at a higher price. At the same time, this traffic is selected using data from a variety of suppliers, to which predetermined criteria of user value are applied.

    The more data players and advertisers can get, the more accurate the ads will be. It is not surprising that representatives of the advertising industry are increasingly starting to look towards companies that possess data, but do not yet sell them on an industrial scale - these include, for example, Internet providers .

    Conclusion


    All this will contribute to the fact that large Internet resources will continue to switch to the sale of advertising via RTB, followed by advertisers. RTB market players, in turn, will continue to refine their products in order to offer customers a higher level of service - for example, the integration of Russian traffic into Western exchanges, as well as the implementation of Brand Safety functionality, which eliminates the display of brand advertising on unwanted pages.

    Another factor that can force companies to switch to a new advertising tool for themselves is the general unsatisfactory financial situation in the Russian economy - the recession is deepening, which forces the business to look for cheaper options, including for advertising. RTB is much cheaper for the advertiser than banners bought directly from large media platforms and contextual advertising (although these two tools are incorrect to compare, but customers often do), despite the fact that the channel’s efficiency when set up correctly can be at a good level. In this regard, we can also expect increased migration of advertisers.

    In turn, recently there has been a trend towards the isolation of Runet from the global network, which is encouraged, including by the country's authorities. In the long run, this may create a threat to the business of foreign RTB players in Russia - nothing prevents the emergence of requirements for processing data from Russian users only by Russian companies. This, in turn, can play into the hands of domestic players in the short term.

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