Everyone knows that measure the effectiveness of advertising campaigns on the Internet is easier than to assess the impact of television, outdoor advertising and advertising in the media. Then perhaps Russia’s advertisers is to spend the entire advertising budget on the Net? - Asking «Official». Despite the fact that at the moment of Internet users in Russia is several times smaller than the TV, Internet advertising is indeed effective television in terms of investment.
According to the think tank «Video International», in 2007, Russian companies spent on the internet about 2% of advertising budgets, but by 2012 the proportion of spending on online advertising will reach 6%. However, a number of corporations left in RuNet much more - 15-20% of advertising budgets, but some - not even half. Without progress in the Network, argues the president of the board of directors IMHO VI Arsen Revazov, no cost, no advertising campaign, except for those that focus exclusively on the housewives.
First of all, advertisers are responding to the growing Internet audience. In March this year, according to TNS Gallup, Runeta monthly audience of about 24 million people, or 39.1% of the Russian population over 12 years. In early 2005, Internet users were 2.5 times less.
Audience Yandex in Moscow and the Internet advertising market in the country - TNS data
Audience 1st channel in Moscow - the data TNS But viewers in Russia, of course, in times greater than Internet users. For example, the first television service in April saw 33.4 million people, and all sites «Yandex» in the same month daily visited 8.2 million users.
Internet audience for advertisers like much more than the audience. First of all - at the expense of their youth. When comparing the same «Yandex» and the first channel, the two-thirds of TV viewers in the capital over 40 years, but the portal, their share does not exceed one third of all visitors. And in regions where the penetration of Internet access less users even younger. In addition, the online audience is easier to segment. If thematic channels in Russia until the unit is on the Internet you can find a site for every taste. But the company attract advertisers on the Net, not only «correct» audience, but also an opportunity to get an immediate reaction to the proposal.
The most common way to assess the effectiveness of advertising on the Internet - to measure the ratio of clicks on a banner ad or on search results and the number of impressions (click through rate, CTR). Now, says director of marketing MindShare Interaction Julia Udovenko, on average Runetu CTR - about 0.2%. That is, if the banner saw 1 million users, it is believed that click on it to go to the advertiser’s site 2000 people. With saturation advertising sites CTR is falling - even two years ago it was 0.4%, said Udovenko.
But by itself CTR is not too revealing, many believe the Russian advertising agencies. It is important to understand not only how many users have moved to the site, but then, how many people there late to see a few more pages. This really shows the potential client’s interest: it can click on the banner accidentally.
As an example, Udovenko led the campaign to move the car in RuNet middle class, which spent $ 150 000. During the four-week advertising saw 7 million people clicked on it 65 200 times, and moved to the site of the manufacturer 57 400 times. Thus, obtaining almost 60 000 potential customers (assuming that the site each time went different people).
Advertising manager IBM Tamara Meshcheryakova indicates that the use of specialized IT-CTR sites, and can reach 0.3%. If used to advance the business of the massive portals, the figure is reduced down to 0.16%.
You can track not only the number of referrals to the site, but the so-called «action» visitors to the site. For example - the number of orders online. «Step» could also be filling out a questionnaire on the site, write to test-drive a car, etc. According to Udovenko, the real «action», reflecting the desire of the client to buy or order the service, commits an average of 3-4% of visitors to the site .
But all these methods of evaluating the effectiveness of working only if the advertiser is aimed at promoting a specific product or service and expects a potential client’s immediate reaction. If the purpose of advertising - to improve the image of the company or to raise awareness of the brand, the CTR is not so printsipialen, said Meshcheryakova from IBM. That is why IBM is using to advance not only specialized sites, which are collected aytishniki, but also the sites of news agencies, portals, etc. CTR there will be lower, because the banner will see a lot of casual visitors, but «correct» image of the site positively affects the image of the company .
About the same said marketing director «Komkora» Vadim Vankov: «Our placement on the front page rbc.ru little impact on sales, because there is little clicks, but increases brand awareness». Yet, Meshcheryakova continues to maintain the image more suitable specialist and business media: «People are still more confidence in the paper the press than sites». Therefore, IBM, which spends this year in RuNet nearly half the advertising budget, the remaining money to distribute among the print media and naruzhkoy. But oflaynovoy verify the effectiveness of advertising is far more complex than the Internet. There are only indirect ways to do this - focus groups and surveys.
However, the benefit to advertisers, television or Internet advertising?
According to Arsen Revazov of IMHO VI, the Internet slightly more expensive television advertising, but better in terms of investment. Marketing Director «Academy of capital» Igor Tarasenko also notes that the movie showing on TV per each of the spectators will always be cheaper. But in terms of exposure to a specific target audience is less expensive online advertising.
In addition, said Tarasenko, on TV, there «threshold clipping» advertising costs: if a company spends at least slightly less than the position, she did not receive anything, but if spends correct amount - will receive a guaranteed outcome. In the same Internet, he said, can be wisely invested $ 100 000-200 000, funny television money, make a nice campaign and get a massive flow of customers.