Yandex has been researching contextual advertising on the Russian Internet

4.07.07

Yandex has released a news bulletin entitled Contextual Advertising in Russia. The research is based on data from Yandex.Direct - the first and the largest system for placing contextual advertising on the Russian Internet. The data covers the period from January 2006 to June 2007. The full text of the results can be accessed here: http://download.yandex.ru/company/yandex_on_context_advertising_summer_2007.pdf .

According to the figures for June 2007, in the Yandex.Direct system alone, contextual advertisements are viewed more than 140 million times every working day, and more than 1.2 -1.3 million users click on the sites of advertisers.

Of the $210 million total turnover for Russian Internet advertising in 2006, the turnover for contextual advertising accounted for $110 million (a 145% increase on figures for 2005). This year, for the first time in the history of the Russian Internet, contextual advertising has overtaken banner advertising not only in terms of growth, but also in absolute value..

The number of companies commissioning contextual advertising, and the number of advertising campaigns commissioned by them, increased in 2006 by a factor of 60-70%. The number of clicks through contextual advertising to advertisers' sites practically quadrupled over the year (by 280%).

The main commissioners of contextual advertising in the Russian market are businesses with a high cost of attracting clients: manufactures and suppliers of industrial goods (the B2B segment), plus construction companies, automobile manufacturers, and players in the insurance and financial markets. Moreover, a significant part of the market's turnover is provided by retailers of home electronics, the tourist industry, and the realty market.

The biggest portion of turnover in the Russian market for contextual advertising comes through Moscow: Moscow advertisers and head offices of federal businesses located in the capital account for more than 70% of advertising turnover.

  Yandex News