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OPENING REMARKS AND PRESENTATION
OF THE RUSSIAN ADVERTISING MARKET
EGTA’S ANNUAL
MARKETING & SALES
MOSCOW, 5 OCTOBER 2006
SERGEY VASILIEV,
CEO – VIDEO INTERNATIONAL GROUP
VIDEO INTERNATIONAL GROUP
VIDEO INTERNATIONAL INCLUDES MEDIA-SELLING COMPANIES
THAT OCCUPY LEADING POSITIONS IN THE MAJOR ADVERTISING
MEDIA MARKET SEGMENTS
WE ARE DOING BUSINESS IN RUSSIA AND THE CIS COUNTRIES
FOUNDED IN 1987
VIDEO INTERNATIONAL IS A PRIVATELY OWNED COMPANY
ABOUT 3,000 STAFF IN 47 CITIES COVERING FIVE COUNTRIES
ANNUAL TRADE TURNOVER – MORE THAN $2 BILLION
MEDIA ADVERTISING MARKET IN RUSSIA
RUSSIAN ADVERTISING MARKET AT A GLANCE
ADVERTISING MARKET WAS EMERGED IN 1992
FOR RELATIVELY SHORT PERIOD THE AD MARKET EXPERIENCED SEVERAL
STAGES, BEGINNING EMBRYONIC TO WELL DEVELOPING IN TERMS
OF VOLUME, PLAYERS, SERVICES ETC.
ALMOST ALL MAJOR INTERNATIONAL ADVERTISERS AND LEADING
AD MEDIA NETWORKS ARE OPERATED IN RUSSIA CURRENTLY
FOR THE MOMENT RUSSIAN ADVERTISING MARKET IS ONE OF THE FAST
GROWING AD MARKETS IN THE WORLD
FOR THE LAST DECADE ADVERTISING HAS BECOME
TRANSFORMED INTO A SUBSTANTIAL SECTOR OF RUSSIAN
AND GLOBAL ECONOMY
DYNAMICS OF THE RUSSIAN MEDIA
ADVERTISING MARKET,1992-2005, $ MLN.
5000
4000
3000
2000
1000
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
0
ADVERTISING MARKET AND ECONOMIC CRISES
RUSSIAN ADVERTISING MARKET CRISIS, $ MLN
TITANIC DROP - AD MARKET
DECREASED MORE
THAN TWICE
1390
660
1997
1999
THE CURRENT MEDIA ADVERTISING
MARKET IN RUSSIA
DYNAMICS OF THE RUSSIAN MEDIA ADVERTISING MARKET,
2000-2006, $ MLN.
6400
5010
3910
2920
2240
940
2000
1510
2001
2002
2003
2004
2005
2006
DYNAMICS OF THE RUSSIAN TV ADVERTISING,
2000-2006, $ MLN.
3150
2 330
1 700
1 240
920
270
2000
510
2001
2002
2003
2004
2005
2006
MEDIA ADVERTISING SPENDING BY SEGMENTS
IN 2000-2006, %
OUTDOOR
ADS
18%
TV
29%
RADIO
6%
PRINT
48%
2000
OUTDOOR
ADS
18%
PRINT
25%
INTERNET
2%
TV
49%
RADIO
6%
2006
VARIATION IN TV PRICES FOR LARGE
AND MODEST ADVERISERS LESSENING
TOP 10 ADVERTISERS
х2.5
AVERAGE MARKET PRICE
х5
50 ADVERTISERS BUYING AIRTIME ON MAXIMUM PRICE
2000
2001
2002
2003
2004
2005
PRICE GAP ON WELL DEVELOPED WESTERN EUROPEAN MARKETS IS ABOUT 1.5 (50%).
RUSSIA HAS MOVING STEADILY IN THAT DIRECTION.
LARGEST ADVERTISERS BUYING PREVIOUSLY HIGHEST POSSIBLE AIRTIME VOLUMES
ON LOW PRICES DO NOT WANT TO LOSE DOMINANT MARKET POSITION
RUSSIAN AD MARKET DYNAMIC GROWTH
POST-CRISIS REVIVAL WAS INFLUENCED BY LOW STARTING LEVEL
OF THE AD MARKET. IN 1999 AD EXPENDITURES PER PERSON WAS ABOUT $5
FURTHER DYNAMIC GROWTH WAS DEPENDENT ALSO ON HIGH POTENTIAL
OF CONSUMER MARKET AS WELL AS POSITIVE PERSPECTIVES OF ECONOMY
IN GENERAL
MAJOR GLOBAL ADVERTISERS READILY REINFORCED ACTIVITIES
USING AGGRESSIVE MARKETING STRATEGIES
LEADING RUSSIAN COMPANIES WERE ABLE TO CONDUCT
LARGE-SCALE AD CAMPAIGNS, ESPECIALLY ON TV
RUSSIAN AD MARKET HAS BEEN WELL DEVELOPED IN TERMS
OF PERSONNEL, ADVANCED CLIENT SERVICES, INTERNATIONALLY
ADOPTED RESEARCH MEASUREMENT
LIBERAL MARKET POLICY AND GRADUAL IMPROVEMENT OF MACRO-ECONOMIC
INDICATORS INCREASE THE COUNTRY INVESTMENTS ATTRACTION
IT BRINGS ANNUAL 30-50% INCREASE OF ADVERTISING EFFECTIVE
DEMAND AND DYNAMIC GROWTH RATE OF THE MARKET
RUSSIAN ADVERTISING MEDIA MARKET IN
INTERNATIONAL CONTEXT
RUSSIA AND THE EUROPEAN ADVERTISING MARKET
RANK
COUNTRY
1
GERMANY
2
ADVERTISING EXPENDITURE (BILLION US$ AT CURRENT PRICES)
1991
1996
2001
2002
2003
2004
2005
14,3
18,2
20,8
19,0
18,0
18,5
19,0
UNITED KINGDOM
8,9
12,3
16,6
16,6
17,0
17,9
18,7
3
FRANCE
8,0
8,4
10,9
10,8
10,8
11,2
11,5
4
ITALY
5,0
5,8
8,8
8,5
8,8
9,4
10,0
5
SPAIN
5,3
4,1
6,2
6,1
6,3
6,6
6,9
6
RUSSIA*
…
1,0
1,5
2,2
2,9
3,9
5,0
7
NETHERLANDS
2,3
3,2
4,3
4,2
3,9
3,8
3,9
8
POLAND
2,0
0,6
2,5
2,7
2,9
3,1
3,3
9
BELGIUM
1,0
1,3
2,0
2,2
2,4
2,8
3,1
10
GREECE
0,33
1,0
2,1
2,3
2,5
2,8
2,9
11
SWITZERLAND
2,4
2,5
3,1
2,8
2,7
2,7
2,8
12
AUSTRIA
1,0
1,4
2,1
2,1
2,2
2,2
2,3
13
NORWAY
0,46
1,3
1,8
1,9
1,9
2,0
2,1
SOURCE: ZENITHOPTIMEDIA - ADVERTISING EXPENDITURE FORECAST, * - THE RUSSIAN ASSOCIATION OF COMMUNICATION AGENCIES
RUSSIA AND THE WORLD ADVERTISING MARKET
RANK
COUNTRY
1
ADVERTISING EXPENDITURE (BILLION US$ AT CURRENT PRICES)
1991
1996
2001
2002
2003
2004
2005
USA
82,2
104,9
147,2
149,8
152,3
161,5
168,0
2
JAPAN
37,2
37,7
38,9
36,3
36,2
37,9
38,7
3
GERMANY
14,3
18,2
20,8
19,0
18,0
18,5
19,0
4
UNITED KINGDOM
8,9
12,3
16,6
16,6
17,0
17,9
18,7
5
FRANCE
8,0
8,4
10,9
10,8
10,8
11,2
11,5
6
ITALY
5,0
5,8
8,8
8,5
8,8
9,4
10,0
7
CHINA
0,3
2,5
5,1
6,3
7,7
8,7
9,7
8
SOUTH KOREA
2,0
4,5
5,3
6,3
6,6
7,1
7,6
9
SPAIN
5,3
4,1
6,2
6,1
6,3
6,6
6,9
10
CANADA
3,7
4,2
5,6
5,8
6,0
6,3
6,5
11
AUSTRALIA
3,0
3,9
4,9
5,0
5,4
5,8
6,1
12
RUSSIA*
…
1,0
1,5
2,2
2,9
3,9
5,0
13
BRAZIL
2,5
6,0
4,0
3,3
3,7
3,9
4,2
14
NETHERLANDS
2,3
3,2
4,3
4,2
3,9
3,8
3,9
15
MEXICO
…
1,8
3,6
3,6
3,4
3,5
3,6
SOURCE: ZENITHOPTIMEDIA - ADVERTISING EXPENDITURE FORECAST, * - THE RUSSIAN ASSOCIATION OF COMMUNICATION AGENCIES
ADVERTISING EXPENDITURE PER CAPITA 2005,
(US $, EXCL VAT)
565
250
29
43
RUSSIA
300
90
EASTERN
EUROPE
WESTERN
EUROPE
OF THE COUNTRY POPULATION
OF THE URBAN POPULATION
JAPAN
USA
CPT ON THE NATIONAL TELEVISION IN 2005,
$ (EXCL VAT)
7,0-9,0
2-2,5
2,5-3,0
1,3
RUSSIA
LATIN
AMERICA
EASTERN
EUROPE
WESTERN
EUROPE
RUSSIA AND LATIN AMERICA - THE URBAN POPULATION,
WESTERN AND EASTERN EUROPE - THE COUNTRY POPULATION
RATIO OF ADVERTISING BUDGETS
TO RETAIL SALES VOLUME IN 2005, %
7.0
3-4
4-5
2,6
RUSSIA
LATIN
AMERICA
EASTERN
EUROPE
USA
FORECAST OF THE RUSSIAN MEDIA ADVERTISING
MARKET DEVELOPMENT TO 2010
THE FORECAST OF THE RETAIL SALES TURNOVER IN RUSSIA
IN 2005-2010, $ BLN.
350
300
250
200
150
100
50
0
2005
2006
2007
2008
nonfood commodity sales
2009
2010
food commodity sales
SOURCE: ‘RENAISSANCE CAPITAL’ IC
126%
SALES VOLUME WILL DOUBLE
BY 2010, THE RETAIL SALES TURNOVER WILL INCREASE BY
BY 2010, THE FOOD COMMODITY
27,15
26,50
26,00
25,50
25,00
2007
2008
2009
2010
28,29
2005
2006
28,81
30,69
2003
2004
31,32
29,17
28,12
2002
2001
2000
VARIATION OF ROUBLE
/ US DOLLAR EXCHANE RATE
FORECAST OF THE RUSSIAN MEDIA ADVERTISING
MARKET DEVELOPMENT TO 2010, $ MLN.
ANNUAL GROWTH
+28%
+28%
+21%
+17%
+15%
+13%
11700
10300
7700
9000
6400
5 000
2005 FACT
2006
2007
2008
2009
2010
FORECAST OF THE RUSSIAN MEDIA ADVERTISING MARKET
BY SEGMENTS TO 2010, $ MLN.
2005
2006
2007
2008
2330
3 150
3 950
4 850
5 750
6 650
RADIO
300
370
440
500
550
600
PRINT
1390
1 600
1 800
1 950
2 070
2 210
OUTDOOR
910
1 150
1 300
1 370
1 440
1 510
INTERNET
60
100
160
250
370
550
OTHERS
20
30
50
80
120
180
5 010
6 400
7 700
9 000
10 300
11 700
MEDIA
2009
2010
fact
TELEVISION
TOTAL
MEDIA ADVERTISING SPENDING BY SEGMENTS
IN 2005-2010, %
OUTDOOR
ADS
18%
INTERNET
1%
TV
47%
INTERNET
5%
OUTDOOR
ADS
14%
PRINT
19%
PRINT
28%
RADIO
6%
2005 FACT
TV
57%
RADIO
5%
2010 FORECAST
FORECAST OF THE TELEVISION ADVERTISING
EFFECTIVE DEMAND GROWTH TO 2010,
$ MLN. (INCL VAT), %
ANNUAL GROWTH
+37%
+35%
+25%
+23%
+19%
+16%
6650
5750
4850
3950
3150
2 330
2005 FACT
2006
2007
2008
2009
2010
RUSSIAN BROADCASTING STRUCTURE
STRUCTURE OF AD BLOCKS ON FEDERAL TV CHANNELS
COMMERCIAL
FILM, SHOW, ETC.
COMMERCIAL
PROGRAM
COMMERCIAL
FILM, SHOW, ETC..
COMMERCIAL
CUTOFF
MOSCOW
AD SPOTS
PROGRAM
A BLOCK OF ADS
COMMERCIAL
CITY N
PROGRAM
NATIONAL
AD SPOTS
NATIONAL
AD SPOTS
CUTOFF
PROGRAM
COMMERCIAL
MOSCOW
REGIONAL
AD SPOTS
BROADCASTING IS DISTRIBUTED BY TIME ZONES
BROADCASTING IN EACH CITY IS CARRIED OUT THROUGH
A CITY’S TELEVISION RELAY
TV CHANNEL BROADCASTING IN DIFFERENT CITIES INCLUDES ‘REGIONAL
WINDOWS’ TO BROADCAST LOCAL PROGRAMS AND ADS
MAJOR TRENDS IN 2006-2010
DRAMATIC INCREASE IN PRICES FOR TELEVISION ADVERTISING
ADVERTISERS WILL OPTIMIZE THEIR EXPENDITURE TO GET THE BEST RETURN
OF INVESTMENT. ADS PURCHASE SCHEMES WILL BECOME MORE COMPLICATED
THROUGH THE USE OF MORE IMPACTFUL CREATIVE MESSAGES AND SELECTIVE
TARGETTING ADVERTISERS WILL ATTEMPT TO BE MORE COMPETITIVE
INTERNET ADVERTISING WILL SKYROCKET
TV AD MARKET BECOMES MORE COMPLICATED. ADVERTISERS STRIVE
TO ENHANCE IMPACT THROUGH THE OPTIMISATION OF NATIONAL
AND REGIONAL TV CAMPAIGN TARGETTING
THANK YOU
FOR ATTENTION!
25, AKADEMIKA PAVLOVA ST., 121359 MOSCOW, RUSSIA TEL.: +7 (495) 234-4400, FAX: +7 (495) 737-5006, E-MAIL: [email protected]
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