iab russia overview v20160101en
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IAB RUSSIA2016
IAB RUSSIAIAB Russia is a non-profit partnership aimed at promoting the development of digital advertising, founded in Russia in 2009 as non-governmental organization. IAB Russia is a part of an international network of IAB associations, the primary goal of which is growth and development of digital advertising market.
The Interactive Advertising Bureau (IAB) is an international association of digital advertising market members all over the world. Independent professional organizations under the brand of IAB are successfully operating in more than 41 countries on 5 continents.
Founded in 1996 in New-York as American national organization, IAB unites in USA more than 650 leading media and technological companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns.. Together, they account for 86 percent of online advertising in the United States.. In Europe IAB Europe is the association of more than 5500 companies.
IAB is more than 200 industry events, the key are IAB MIXX, IAB ALM, IAB Global Summit and IAB MIXX Awards IAB is more than 50 research and analytical reports per year, among them are IAB Internet Advertising Revenue Report, IAB Europe AdEx Benchmark Report, IAB Russia Advertisers Barometer.
IAB is standards, guides, and best experiences in all formats and business-models of digital advertising. The Interactive Advertising Bureau (IAB) is considered to be "the Voice of Industry“:
Mission
• Market development of digital advertising in Russia
• Integration of Russian market into the world digital advertising market
• Two-way exchange of information and experience
• Distribution of digital advertising standards to Russia
• Provision of infrastructure for communication with foreign professional community
• Projects realization for demonstration of market potential in Russia
Philosophy
• Transparency of relations
• “Out of politics” atmosphere
• Balanced positioning of various market participants
• Focus on the industry needs
IAB RUSSIA MISSION AND PHILOSOPHY
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MEMBERS OF IAB RUSSIA – 49 COMPANIES (January 2016)
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STRUCTURE IAB RUSSIA
General meeting of IAB Russia members
The industrial standards committee
The board
The market research committee
The programmatic buying committee
The mobile advertising committee
The market education committee
The Digital Video committee
Executive direction
The HR section
The e-commerceadvertising committee
The performance marketing and related markets
committee
The Online Branding committee
The president
The Big Datacommittee
ПРАВЛЕНИЕ IAB RUSSIA
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The president of IAB Russia Boris Omelnitskiy ( Yandex)
The Vice-president, The chairman of the education committeeFedor Virin (Data Insight)
Vice-president, The chairman of the performance –marketing committee Maria Chernitskaya ( iConText Group)
The Vice-president,The chairman of the mobile advertising committee Mikhail Getmanov (Between Digital)
The Cochairman of the researching committeeAleksey Belyaev (Mail,ru Group)
The Cochairman of the Industrial standards and Programmatic Buying committee Alexey Arshinov (Google Russia)
The Cochairman of the Digital Video committee :Maxin Zenin
The Cochairman of the Big Data committeeDmitriy Egorov (Weborama)
ПРАВЛЕНИЕ IAB RUSSIA
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The Cochairman of the Online branding committee :Lubov Pshenichnikova (Weborama)
The Cochairman of the Big Data committee Ivan Lobov (DCA)
The Chairman of the e-commerce advertising committee Alexey Romanenkov
The Cochairman of the Programmatic Buying committee Vladimir Krivosheev (Rambler&Co)
The Cochairman of the Online branding committee Dmitriy Kharitonov
The Cochairman of the Big Data committeeDmitriy Shkolnikov(Avito)
The Cochairman of the Industrial standards and Digital Video committee Dmitriy Karmanov (СТС Media)
The Cochairman of the market education committeeEkaterina Rudykh (ИРИ)
MEMBERSHIP TYPESPersonal membership Format of membership for individualsAnnual charge: 10,000 rubles.Condition: Unanimous recognition by current members of IAB Russia Individuals as an expert in online advertising market
General membershipFormat of membership for legal entitiesAnnual charge: 200 000 rubles.Condition: Two recommendations from current members of the IAB Russia and approval of a candidate at the General Meeting of Members.
Advanced membership Format of membership for companies that are members of both ACAR and IAB Russia Annual charge: 250 000 rubles.Condition: Confirmation candidates at the General Meeting IAB Russia and the Board of ACAR.
Associated membership Format of membership for advertisersAnnual charge* : FreeCondition: Annual spending on all media in Russia for the last year should be more than 40 millions rubles without VAT. Billing or verification of independent measurements is required.* - the size of membership charges for 2016 was confirmed on general meeting on 19 November 2015
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BENEFITS OF MEMBERSHIP• Influence on digital advertising market development in Russia by the leading industrial
organization
• Participation in the activities of all departments of the partnership (committee, working groups) and to launching new ways of market development
• Information about digital market situation from the first hands, participation in researches, made by IAB Russia (and its partners) and using researching results
• Access to international expertise, materials and contacts of IAB in a global level: professional community, advertisers, advertising agents and partners
• Growth of staff qualification of IAB Russia member companies via educational projects and providing information about relevant market events to all members of IAB Russia
• Special offers for participation in international events and initiatives of IAB on a global level and events of national digital market
• Participation in event as a speaker or expert
• Increasing of brand recognition on the digital market communication with IAB Russia resources
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INDUSTRY COOPERATION WITH ACAR• Since 2011, IAB Russia works in close cooperation with the largest Russian non-profit
organizations that brings together advertising agencies – ACAR
• These public organizations share all resources of executive direction and complete each other in vertical of advertising market.
• As a result of cooperation a new format of Advanced membership extended in both IAB Russia and ACAR for advertising agencies, which provide services of digital advertising.
• The members of ACAR interactive committee participate in IAB Russia committees.
• The expertize and assessment of digital market included in researching of ACAR.
• The education events which are held at the office of executive direction are opened to all members of partner organizations on special conditions.
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COMMITTEES AND WORKING GROUPSRESULTS AND PLANS
PROGRAMMATIC BUYING COMMITTEECochairmen: Alexey Arshinov (Google Russia), Vladimir Krivosheev (Rambler&Co)
The main goal is development of programmatic buying market in Russia by measurements of market and representation of expert base, which includes the last data and effective working methods in the segment.
Result of 2015 year:1. The programmatic market assessment by the results of 2014 year 2. Section during the event for advertisers «Digital at the moment»3. Data Insights course “Be Programmatic” seminars: “Ecosystem Programmatic Buying and effective building of procurements» (April) and “Trends of Programmatic Buying” (September)
Plans for 2016 year:1. Actualization of market ecosystem2. Representation of expert assessment of market volume3. Actualization of industrial glossary4. Course of educational seminars (minimum 5 seminars), sections in conferences (minimum 3
sections) and organization of working groups in the directions : PMP / direct deals; Inventory, viewability, transparency,brand-safety, adblocking; Rich-media programmatic; Native programmatic; Mobile web / apps
5. Report «IAB Russia: The Overview of Programmatic market in Russia 2015»
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Results of 2015 year:1.Data Insights course “USE DATA” seminars: “The main principals of collecting, processing and analysis of data», ”Trends and tendencies in BIG DATA” 2. The section during the event for advertisers Digital at the moment
Plans for 2016 year: 1. Creation of market ecosystem2. Development of recommendations for legislative regulation of law field at work with impersonal
users data3. Development of standard data qualificators4. Actualization of industrial glossary5. Methodology of assessment of market volume6. Coordination of recommendations for technical realization of cooperation of DMP, SSP, DSP in
ecosystem RTB on Russian programmatic market.7. Coordination of recommendations for commercial conditions of data sales in RTB conditions
and other technical systems as well.8. Revision of members content considering market specifics. Collaboration of 3 types of
participants: providers of raw data, platforms for buying data and DMP.
The main goal is development of data market in Russia. In the committee the market is being researched, structured and the educational content is represented.
THE BIG DATA COMMITTEE Cochairmen: Dmitriy Egorov (Weborama), Ivan Lobov (DCA), Dmitriy Shkolnikov (Avito)
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THE MOBILE ADVERTISING COMMITTEEChairman Mikhail Getmanov (BETWEEN DIGITAL)
Result of 2015 year:1. Release of mobile advertising market map2. Research of market volume of mobile advertising 2014 3. The Data Insight course “Touch Mobile” seminars: “Analytics of mobile apps» and
"Performance in mobile advertising»4. Section during the event for advertisers Digital at the moment
Plans for 2016 year: 1. Assessment of market volume 2. Measurement of auditory in mobile advertising3. Seminars about mobile advertising 4. Coperation with telecommunication operators5. Implementation of methods for effectiveness measurement of mobile advertising in Russia
Aim of the committee is development of mobile advertising market in Russia, popularization of modern effective methodologies of work in the segment and research of market conditions currently.
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Result of 2015 year:1. Data Insights course “Get Image” seminars: “Ecosystem Programmatic Buying and effective
building of auditorium buying”, “Metrics Brand Building campaigns в digital”, “Trends of Programmatic Buing: Premium programmatic and Programmatic rich media”
2. Section during the event for advertisers Digital at the moment3. Extended meeting about quality of advertising contact (October 2015)Plans for 2016 year: 4. Creation of Brand Safety and content quality criteria5. Preparation of document with recommendations for Viewabillity6. Adaptation of IAB Global documents for AdBlock standarts7. Creation of market ecosystem8. Representation of expert assessment of market volume 9. Preparation and release of WhitePaper10. Actualization of industrial glossary11. Start of educational course12. Recommendations for standards of effectiveness measurements of display advertising for
direct response and brand building for brand engagement and engagement with advertising message.
Development of the methodology for researching the volume of mobile advertising market in Russia.
IMAGE ADVERTISING COMMITTEEChairmen: Lubov Pshenichnikova (Weborama), Dmitriy Kharitonov (РБК)
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Result of 2015 year:1. The committee is formed and the main directions of activity are formulated.
The plans for 2016 year: 2. Creation of market ecosystem3. Representation of expert assessment of market volume 4. Preparation and release of WhitePaper5. Actualization of industrial glossary6. Release of structured educational course.
The main task of committee is measurement of market and determination of equal standards for effectiveness count.
THE DIGITAL VIDEO COMMITTEEChairmen: Maxim Zenin (Mail Group), Dmitriy Karmanov (СТС Media)
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Result of 2015 year:1. The product line Performance was composed2. Assessment of market of context advertising was added to ACAR’s market volume assessment3. Criteria of assessment of work quality of Performance agencies was determined and the activity of
Recommended partners union by IAB Russia was started4. Performance agencies were included in Salaries research of ACAR5. The tenders regulating document was issued6. Press conference with presentation of projects of the Committee for advertiser and agencies7. The section during the event for advertisers Digital at the moment8. Speech on RIW: Conditions of tendering in context advertising. IAB RussiaPlans for 2016 year: 1. Creation of market ecosystem of Performance Marketing2. Representation of expert assessment of market volume of context advertising3. Creation of calculator of agencies commission4. Preparation and release of WhitePaper5. Actualization of industrial glossary6. Participation of agencies in Salaries Research of ACAR7. Release of structured educational course
THE PERFORMANCE MARKETING COMMITTEEChairman - Maria Chernitskaya (ICONTEXT)
The committee is working on market measurement, creation of regulation documents and representation of scientific base for training.
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Result of 2015 year:1. Synchronization of activity of e-commerce school Price.ru and IAB Russia;2. Section in event for advertisers Digital in a moment
Plans for 2016 year: 3. Development of recommendations for services and shops for their effective work in segment4. Creation of ecosystem of a market 5. Submitting of expert assessment of volume of the market6. Preparing and release of WhitePaper7. Actualization of the industrial glossary8. Start of educational course
THE E-COMMERCE COMMITTEEChairman: Alexey Romanenkov
The priority task of committee is development of advertising market in e-commerce through measurement of the market and development of existing tools and education
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Result of 2015 year:
1. List of specialties which need development of standards is defined. Thesaurus of professions which are interdependent is made up. Foreground professions are allocated.
2. Methodic of professional standards is defined and worked out. Method of primary description of professional standards is compiled. Cycle of discussing of professional standards is defined.
3. Working groups with members of association and market players. Professional standards are developed for specialist in context advertising
Internet marketer Traffic manager
THE COMMITTEE ON EDUCATIONThe chairman: Fedor Virin (Data Insight)
The major industrial project “Digital Insight” is created under the auspices of IAB Russia. It consists of educational courses covering each segment of the market of the interactive advertising: BE PROGRAMMATIC, DO E-COMMERCE, GET IMAGE, MAKE VIDEO, SHOW ME UR PERFORMANCE, TOUCH MOBILE и USE DATA.
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Plans for 2016 year:
1. Endorsement of three new standards by Ministry of Labor and submitting them to market participants:- specialist in context advertising- traffic manager- internet marketer
2. Development and agreement of 5 new standards from 2015 list 3. Pilot variant of specialists testing in field of digital advertising using developed standards4. Pilot variant of educational programms testing using developed standards5. Project of open monitoring of specialists salaries in field of digital advertising (with ACAR),
including data about difference in demand and supply
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4. Applications for endorsement of initiative for development of professional standards for specialties traffic managerinternet marketer were sent to the Ministry of Labor and social safety
5. Ministry of Labor and social employment has approved initiative of development of standardspecialist in context advertising on consideration of Ministry are : traffic managerinternet marketer
6. Final document about professional standard " Specialist in context advertising “ is ready for transference to resulting agreement and entry in the register of specialties in the Ministry of Labor in Russia.
Result of 2015 year:1.Actualization of online-advertising market ecosystem2.Second year of IAB Russia Advertisers Barometer research 3.Data submission for IAB Europe AdEx Benchmarck research on the partner conditions 4.Participation in universal research of IAB «Mobile Video Consumption»
Plans for 2016 year: 5.Actualization of online-advertising market ecosystem6.The third IAB Russia Advertisers Barometer research 7.Data submission for IAB Europe AdEx Benchmarck research on the partner conditions
THE MARKET RESEARCH COMMITTEE Chairman - Alexey Belayev (Mail.Ru Group)
The market research committee was created with the aim of letting essential researches and measurements of all interactive advertising market’s sections in Russia and all over the world.
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IAB RUSSIA RESEARCH
Russian digital market ecosystem is an open project, which describe the key sectors , processes and
players in the field of digital –marketing .
The ecosystem lets the advertisers to see existing alternatives scripts to use the service of digital
marketing market and make a decision to start working with that market, and as for professional
players – the potential partners , new places for business growth and to assess competitive situation.
Researching by: IAB Russia
For more information: http://iabrus.ru/projects/389
RUSSIAN DIGITAL MARKET ECOSYSTEM
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Annual survey of the advertising market in Europe carrying out the purpose to increase transparency
and attraction of Russian digital advertising market in contrast with another markets in Europe.
The Russian market data is officially included since 2012
Researching by: IAB Europe
For more information: http://iabrus.ru/projects/386
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ADEX BENCHMARK
Research was launched in 2014, it shows advertisers opinions about market of digital advertising, it’s
players and their technologies.
The main goal is to get representative picture of opinions, moods and expects of leading advertisers
about digital advertising market and its key segments. The current research shows actual advertisers
requirements and their principles of future budget planning.
Research by: IAB Russia
For more information: http://iabrus.ru/projects/506
IAB RUSSIA ADVERTISERS BAROMETER 2015
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Since 2014 IAB Russia is ACAR’s main partner for counting the Internet advertising market.
Nowadays there is activity about formation methodic to assess new segments digital advertising
market such as the Programmatic, Mobile Performance and Digital Video.
Research by: АКАР и IAB Russia
For more information: http://iabrus.ru/projects/390
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THE VOLUME OF ADVERTISING MARKET
Includes classic categories associated with advertising - places, networks, agencies, also categories associated with mobile apps promotion – CPI networks, apps shops, analytic and tracing systems. This map does not include mobile content & mobile games market.
Research by: IAB Russia и iProspect
For more information: http://iabrus.ru/projects/391
MOBILE ADVERTISING MAP
EDUCATION ACTIVITY
Since 2011 IAB Russia has been actively developing educational
direction and organizing various seminars with leading Russian
and foreign speakers. Events take place in IAB Russia
conference-hall and available for all players of market: advertisers,
advertising agencies, researching companies.
IAB Russia suggests hall for 70 people, outfitted with equipment
for educational activities of any format. Members of IAB Russia
can use that equipment for free.
CONFERENCE - HALL IAB Russia
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EVENTS AND INFORMATION RESOURCES
MIXX RUSSIA CONFERENCE & AWARDS, 27 May 2016, Moscow, Zubovsky blwd. 16
MIXX Conference & Awards is international conference and contest of digital advertising , which has been held by IAB Global in New York (USA) since 2004.
Mixx format events are held in 12 countries all over the world in local departments of IAB, where market is well developed. Russia is one of them.
MIXX Russia Conference is conference about trends in market development of digital advertising in Russia. It is two-ways exchange of opinions and expectations between the biggest advertisers and market players, which aim is to form a common view and agenda of future market development.
MIXX Russia Awards is Russian part of international contest of digital advertising MIXX Awards. The aim of contest is to develop a creative components in appliance of digital advertising, demonstration of opportunities and the best strategies of digital advertising to advertisers.
IAB Russia cooperates with the key industry events by providing market expertize, conferences content and educational programs.
THE PARTNERSHIP EVENTS
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Official site IAB Russia - www.iabrus.ru
2015 official site has been totally updated:
Personal account for employees of companies – members of IAB Russia gives an opportunity to communicate rapidly, working on different processes, to exchange and to save documentation during the process. First screen personal settings option.
DatabaseNew site has an opportunity of aggregation and sorting databases for companies-members, guests of events, activity of committees, etc.
Convenient calendar includes all industrial evens with the filtration for comfortable search.
The Knowledge Bank combines all IAB Russia released projects and key data of the whole market.
CommitteesCovers all the committee activities and core information: events, projects, news, content, protocols etc.
Automatic system of events registration
INFORMATION RESOURCES
INFORMATION RESOURCES
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IAB Russia NewsletterPeriodicity :monthly Content: overview of
external and internal and preview of upcoming market
events
IAB Russia Internet advertising Newsweek
Periodicity : weekly Content: short and capacious overview of key news on world
and Russian market.
IAB Russia Facebook page Periodicity – dailyContent: highlighting of events on digital-market online.
www.ibrus.ru - IAB Russiawww.iab.net - IAB Globalwww.iabeurope.eu - IAB Europewww.mixxrussia.ru - MIXX Russia Conference & AWARDS
www.facebook.com/IAB.Russia
Newsletters on request [email protected]
WEB RESOURCES OF IAB
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CONTACTS
Omelnitskiy Boris IAB Russia President
Shatalova TatyanaProject manager
Smolyakov Valentin Executive Director
Shpuntova Irina PR director
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