yandex overview
DESCRIPTION
An overview of Yandex and the Russian internet market.TRANSCRIPT
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Our missionSearch
To help users solve their everyday problems by building people-centric products and services.
our mission
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Yandex globally
$9 Bln. capitalization on NASDAQ (YNDX)
One of the largest European internet-companies
Source: as of market close on August 15, 2014
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Offices around the world
16 offices:
Russia, Ukraine, Belarus, US, Switzerland, Turkey and Germany.
More than
Source: as of market close on August 15, 2014
6000 people
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World population:
Search engines:
7 BILLION
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Internet population:
2 BILLION
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One of 6 search technologies recognizedOver 20% market share
Korea, 1999
Czech Rep, 1996
China, 2001
Russia, 1997
US, 2009
US, 1998
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One of 3 global search engines
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Russia’s internet audience
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Russian is the 4th most spoken language globally. 250–300 millions speakers
Confucius
Source: SIL Internationaal (2002), George Weber (1997), Euromonitor (August 2010), Rosstat (2010), Company data, Morgan, Stanley Research.
Miguel de Cervantes William Shakespeare Leo Tolstoy
Mandarin Spanish English Russian
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Low penetration – high upside (%) !
Source: eMarketer, June 2014
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in 2013 Russia became the largest internet audience in EuropeBig
Top 10 Internet Countries in Europe, million
Russia
Germany
France
United Kingdom
Turkey
Italy
Spain
Poland
Netherlands
Ukraine
82,9
60,3
50,1
49,7
35,8
35,4
30,6
25,7
16,8
14,3
Source: eMarketer, Internetlivestats, July 2014
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Russia’s advertising market
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The Russia’s advertising market grows rapidlyThe largest contributors to the growth of the world’s ad market (bn., $)
Source: ZenithOptimedia, June 2014.
Country Growth
1 U.S.A. 23.66
2 China 15.73
3 Indonesia 6.02
4 Argentina 5.37
5 UK 4.80
6 Brazil 3.89
7 Japan 2.65
8 Russia 2.35
9 South Korea 2.15
10 Mexico 2.12
From 2013 to 2016 Russia’s ad market is expected to grow by $2.35 billion
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How the Russia’s ad market will look?Volume of ad market’s segments in dynamics (bn. rubles).
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150
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
Internet
Outdoor
Magazines
TV
Source: ZenithOptimedia, June 2013
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Bigger than any TV channel
1/1/08 1/1/09 1/1/10 1/1/11 1/1/12 1/1/13 1/1/140
3,000
6,000
9,000
12,000
15,000
18,000
21,000
24,000
27,000
Source: TNS TV Index, TNS Web Index, Russian daily audience aged 12-54, cities with population 100 000 and more , August 2013.
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Yandex is the first search engine in Russia
Source: LiveInternet.ru, July 2014
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Yandex is well-known in the rest of CIS-countries
Source: LiveInternet.ru, July, 2014
Ukraine32.4%
Belarus44.2%
Kazakhstan24.5%
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Russian e-commerce market
82.9 million
monthly users online of all population
30.6 million
users buy in e-shops
Growth is due to expansion of regional shoppers.
58%
Source: eMarketer, July 2014
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Yandex advertising solutions
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Goals of an advertising campaign can be different
Increase sales Sell goods, garments, electronics
Maximizing traffic / coverage
Bring new product or service to the market
Stimulating demand and niche branding
Goal 3Goal 2Goal 1
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Increase salesGoal 1
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Yandex is Russia’s leader in contextual advertising market
Source: eLama, 2014
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Yandex.DirectThe largest system for contextual advertising in Russia.
Cost-per-click, auction-based model. Advertisers choose how much they wish to pay for a click.
Show ads only to those web
users who are looking for
advertised products or services.
Shows ads to more than
70 million people every day.
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Direct Paid Search Features
The highest relevance. Keyword targeting, Geo targeting, Behavioral targeting.
Budget control. Pay per click, detailed statistics. Reporting at keyword level.
Timings control. You can start and stop the campaign whenever you want.
Clarity. Ability to track user behavior and conversion rates.
Technology. Automated options for large upload volumes, group editing. API.
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Where you can find your ads
Yandex Search
Yandex. Network
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Yandex Search Results Page
PremiumContextual
Banner
1st
Premium
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Yandex Search Results Page
Guaranteed Placement
Dynamic impressions
on 2d and further
pages
1st
Place
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YAN – Yandex Advertisement Network
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YAN partners sites can be 2 types:
Search sites (search targeting) Content sites (content targeting)
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Yandex Advertising Network provides advertisers access to a wider audience
Source: Yandex, April, 2014
Mill
ion
Yandex Network’s audience
Audience intersection
Yandex’s audience
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PPC interface available in English
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Bid management in English
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Goal 2
Sell goods, garments, electronics
Goal 2
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Yandex.Market №1 Comparison Shopping Tool
Monthly audience almost
13 million unique visitors,
daily audience – 1.9 million
More than 14,000
online stores with more than
50 million offers
Source: comScore MMX, Russia, Home and Work Location, Age 15+, May 2014.
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Maximizing traffic / coverage
Bring new product or service to the market
Stimulating demand and niche branding
Goal 3
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Display advertising on Yandex
Only one exclusive banner on the pageLarge eye – catching format 200 х 300 / 728 х 90
Advantageous position in terms of user attention on each service page
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Ban
ner
100
X 6
00 p
ixel
Yandex Main Page
Banner 728 X 90 pixel
The most visited page on the Russian Web. Monthly audience – over 49 000 000 people.
Huge image effect plus tens of thousands of visits to the advertised website.
Top 100 advertisers placed banners here: Honda, Nokia, Sony-Ericsson, Coca-Cola, Microsoft, Intel, etc.
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Wide range of Banner Ad options available
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Display advertising on Yandex: Thematic
Yandex.Weather
Yandex.Auto
Yandex.Fotki
Yandex.Timetables
Yandex.Afisha
Yandex.News
300 X 250
300 X 250240 X 400
240 X 400
728 X 90
240 X 400
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Media-Contextual BannerKeyword Targeting
Double hit – visual attention grabbing while targeting through keywords
Guaranteed contact with your target audience
Banner 200 X 300
pixel
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The last but not the least – Yandex.Metrica – our web analytics tool
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Yandex.MetricaFree web analytics tool in English
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Yandex.Metrica
Available in English free web analytics tool
Let monitor the key effectiveness indicators of website, and evaluate the efficiency of ad campaigns
All statistical information available in intuitive graphs, charts and even videos
First data reports will be available within 15 minutes after installation
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Yandex.Metrica
The Webvisor technology on Yandex.Metrica allows to analyze user’s behavior by recording and then playing as the video their actions on the website.
Available for free.
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Why try Yandex?
English-to-Russian translation, training and initial setup
Optimization and campaign/site feedback
English-speaking Account Manager
Web-based reporting, budgeting, etc.
Tools and interfaces are available in English
European sales office in Switzerland to deal with EU-payments (EUR/CHF/USD), post/pre-paid non-resident (RU) contracts
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Thank you!
