opening remarks and presentation of the russian advertising market sergey vasiliev, ceo – video...
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OPENING REMARKS AND PRESENTATION OF THE OPENING REMARKS AND PRESENTATION OF THE RUSSIAN ADVERTISING MARKETRUSSIAN ADVERTISING MARKET
SERGEY VASILIEV,SERGEY VASILIEV,CEO – VIDEO INTERNATIONAL GROUPCEO – VIDEO INTERNATIONAL GROUP
EGTA’S ANNUAL EGTA’S ANNUAL MARKETING & SALES MARKETING & SALES
MOSCOW, 5 OCTOBER 2006MOSCOW, 5 OCTOBER 2006
VIDEO INTERNATIONAL GROUPVIDEO INTERNATIONAL GROUP
VIDEO INTERNATIONAL INCLUDES MEDIA-SELLING COMPANIESMEDIA-SELLING COMPANIES
THAT OCCUPY LEADING POSITIONS IN THE MAJOR ADVERTISING MEDIA MARKET SEGMENTS
WE ARE DOING BUSINESS IN RUSSIA AND THE CIS COUNTRIESRUSSIA AND THE CIS COUNTRIES
FOUNDED IN 19871987
VIDEO INTERNATIONAL IS A PRIVATELY OWNEDPRIVATELY OWNED COMPANY
ABOUT 3,000 STAFF IN 47 CITIES COVERING FIVE COUNTRIES 47 CITIES COVERING FIVE COUNTRIES
ANNUAL TRADE TURNOVER – MORE THAN $2 BILLION $2 BILLION
MEDIA ADVERTISING MARKET IN RUSSIA MEDIA ADVERTISING MARKET IN RUSSIA
RUSSIAN ADVERTISING MARKET AT A GLANCERUSSIAN 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 FOR THE LAST DECADE ADVERTISING HAS BECOME TRANSFORMED INTO A SUBSTANTIAL SECTOR OF RUSSIAN TRANSFORMED INTO A SUBSTANTIAL SECTOR OF RUSSIAN
AND GLOBAL ECONOMYAND GLOBAL ECONOMY
0
1000
2000
3000
4000
5000
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
DYNAMICS OF THE RUSSIAN MEDIA ADVERTISING MARKET,1992-DYNAMICS OF THE RUSSIAN MEDIA ADVERTISING MARKET,1992-2005, $ MLN.2005, $ MLN.
ADVERTISING MARKET AND ECONOMIC CRISESADVERTISING MARKET AND ECONOMIC CRISES
1390
660
1997 1999
RUSSIAN ADVERTISING MARKET CRISIS, $ MLN
TITANIC DROP - AD MARKETTITANIC DROP - AD MARKETDECREASED MORE DECREASED MORE
THAN TWICETHAN TWICE
THE CURRENT MEDIA ADVERTISING THE CURRENT MEDIA ADVERTISING MARKET IN RUSSIAMARKET IN RUSSIA
DYNAMICS OF THE RUSSIAN MEDIA ADVERTISING MARKET, DYNAMICS OF THE RUSSIAN MEDIA ADVERTISING MARKET, 2000-2006, $ MLN.2000-2006, $ MLN.
9401510
22402920
3910
5010
6400
2000 2001 2002 2003 2004 2005 2006
DYNAMICS OF THE RUSSIAN TV ADVERTISING, DYNAMICS OF THE RUSSIAN TV ADVERTISING, 2000-2006, $ MLN.2000-2006, $ MLN.
510920
1 2401 700
2 330
3150
270
2000 2001 2002 2003 2004 2005 2006
MEDIA ADVERTISING SPENDING BY SEGMENTS MEDIA ADVERTISING SPENDING BY SEGMENTS IN 2000-2006, %IN 2000-2006, %
20002000
TV 29%
RADIO 6%PRINT
48%
OUTDOOR ADS 18%
20020066
TV 49%
RADIO 6%
PRINT 25%
OUTDOOR ADS 18%
INTERNET 2%
PRICE GAP ON WELL DEVELOPED WESTERN EUROPEAN MARKETS IS PRICE GAP ON WELL DEVELOPED WESTERN EUROPEAN MARKETS IS ABOUT 1.5 (50%).ABOUT 1.5 (50%). RUSSIA HAS MOVING STEADILY IN THAT DIRECTION. RUSSIA HAS MOVING STEADILY IN THAT DIRECTION.
PRICE GAP ON WELL DEVELOPED WESTERN EUROPEAN MARKETS IS PRICE GAP ON WELL DEVELOPED WESTERN EUROPEAN MARKETS IS ABOUT 1.5 (50%).ABOUT 1.5 (50%). RUSSIA HAS MOVING STEADILY IN THAT DIRECTION. RUSSIA HAS MOVING STEADILY IN THAT DIRECTION.
х5х5
х5х5
х2.5
х2.5
х2.5
х2.5
VARIATION IN TV PRICES FOR LARGE VARIATION IN TV PRICES FOR LARGE AND MODEST ADVERISERS LESSENINGAND MODEST ADVERISERS LESSENING
2000 2001 2002 2003 2004 2005
LARGEST ADVERTISERS BUYING PREVIOUSLY HIGHEST POSSIBLE AIRTIME LARGEST ADVERTISERS BUYING PREVIOUSLY HIGHEST POSSIBLE AIRTIME VOLUMESVOLUMES
ON LOW PRICES DO NOT WANT TO LOSE DOMINANT MARKET POSITIONON LOW PRICES DO NOT WANT TO LOSE DOMINANT MARKET POSITION
TOP 10 ADVERTISERS
AVERAGE MARKET PRICE
50 ADVERTISERS BUYING AIRTIME ON MAXIMUM PRICE
RUSSIAN AD MARKET DYNAMIC GROWTHRUSSIAN 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 $5
FURTHER DYNAMIC GROWTH WAS DEPENDENT ALSO ON HIGH POTENTIAL OF CONSUMER MARKET AS WELL AS POSITIVE PERSPECTIVES OF ECONOMY IN GENERAL
MAJOR GLOBAL ADVERTISERS READILY REINFORCED ACTIVITIES USING AGGRESSIVE MARKETING STRATEGIES
LEADING RUSSIAN COMPANIES WERE ABLE TO CONDUCT LARGE-SCALE AD CAMPAIGNS, ESPECIALLY ON TV
RUSSIAN AD MARKET HAS BEEN WELL DEVELOPED IN TERMS OF PERSONNEL, ADVANCED CLIENT SERVICES, INTERNATIONALLY ADOPTED RESEARCH MEASUREMENT
LIBERAL MARKET POLICY AND GRADUAL IMPROVEMENT OF MACRO-ECONOMIC
INDICATORS INCREASE THE COUNTRY INVESTMENTS ATTRACTION
IT BRINGS ANNUAL 30-50% INCREASE OF ADVERTISING IT BRINGS ANNUAL 30-50% INCREASE OF ADVERTISING EFFECTIVE EFFECTIVE
DEMAND AND DYNAMIC GROWTH RATE OF THE MARKETDEMAND AND DYNAMIC GROWTH RATE OF THE MARKET
RUSSIAN ADVERTISING MEDIA MARKET IN INTERNATIONAL RUSSIAN ADVERTISING MEDIA MARKET IN INTERNATIONAL CONTEXT CONTEXT
RUSSIA AND THE EUROPEAN ADVERTISING MARKETRUSSIA AND THE EUROPEAN ADVERTISING MARKET
RANK COUNTRYADVERTISING EXPENDITURE (BILLION US$ AT CURRENT PRICES)
1991 1996 2001 2002 2003 2004 2005
1 GERMANY 14,3 18,2 20,8 19,0 18,0 18,5 19,0
2 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 5,07 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 MARKETRUSSIA AND THE WORLD ADVERTISING MARKET
SOURCE: ZENITHOPTIMEDIA - ADVERTISING EXPENDITURE FORECAST, * - THE RUSSIAN ASSOCIATION OF COMMUNICATION AGENCIES
RANK COUNTRYADVERTISING EXPENDITURE (BILLION US$ AT CURRENT PRICES)
1991 1996 2001 2002 2003 2004 20051 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 5,013 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
ADVERTISING EXPENDITURE PER CAPITA 2005, ADVERTISING EXPENDITURE PER CAPITA 2005, (US $, EXCL VAT)(US $, EXCL VAT)
RUSSIA EASTERN EUROPE
WESTERN EUROPE
JAPAN USA
OF THE COUNTRY POPULATION
OF THE URBAN POPULATION
90
250300
565
2943
RUSSIARUSSIA EASTERN EASTERN EUROPEEUROPE
WESTERN WESTERN EUROPEEUROPE
LATIN LATIN AMERICAAMERICA
CPT ON THE NATIONAL TELEVISION INCPT ON THE NATIONAL TELEVISION IN 2005, 2005, $$ ( (EXCL VATEXCL VAT))
1,31,3
7,0-9,07,0-9,0
2,5-3,02,5-3,02-2,52-2,5
RUSSIA AND LATIN AMERICA - THE URBAN POPULATION, RUSSIA AND LATIN AMERICA - THE URBAN POPULATION, WESTERN AND EASTERN EUROPE - THE COUNTRY POPULATIONWESTERN AND EASTERN EUROPE - THE COUNTRY POPULATION
RUSSIARUSSIA EASTERN EASTERN EUROPEEUROPE
USAUSALATIN LATIN AMERICAAMERICA
RATIO OF ADVERTISING BUDGETSRATIO OF ADVERTISING BUDGETSTO RETAIL SALES VOLUME IN TO RETAIL SALES VOLUME IN 20052005, %, %
22,,66
77.0.0
4-54-533--44
FORECAST OF THE RUSSIAN MEDIA ADVERTISING MARKET DEVELOPMENT FORECAST OF THE RUSSIAN MEDIA ADVERTISING MARKET DEVELOPMENT TOTO 2010 2010
THE FORECAST OF THE RETAIL SALES TURNOVER IN RUSSIA IN 2005-2010, $ BLN. THE FORECAST OF THE RETAIL SALES TURNOVER IN RUSSIA IN 2005-2010, $ BLN.
0
50
100
150
200
250
300
350
2005 2006 2007 2008 2009 2010
nonfood commodity sales food commodity sales
SOURCE: ‘RENAISSANCE CAPITAL’ IC
BY 2010, THE RETAIL SALES TURNOVER WILL INCREASE BY 126% 126%BY 2010, THE FOOD COMMODITY SALES VOLUME WILL DOUBLE DOUBLE
28,1
2
29,1
7
31,3
2
30,6
9
28,8
1
28,2
9
27,1
5
26,5
0
26,0
0
25,5
0
25,0
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
VARIATION OF ROUBLE / US DOLLAR EXCHANE RATEVARIATION OF ROUBLE / US DOLLAR EXCHANE RATE
FORECAST OF THE RUSSIAN MEDIA ADVERTISING MARKET DEVELOPMENT FORECAST OF THE RUSSIAN MEDIA ADVERTISING MARKET DEVELOPMENT TOTO 20 201100, , $$ MLN.MLN.
5 0006400
77009000
10300
11700
2005 FACT 2006 2007 2008 2009 2010
+28+28%%
+15+15%%
+28+28%%
+21%+21% +17+17%%
+13+13%%
ANNUAL GROWTHANNUAL GROWTH
FORECAST OF THE RUSSIAN MEDIA ADVERTISING MARKET BY SEGMENTS TOFORECAST OF THE RUSSIAN MEDIA ADVERTISING MARKET BY SEGMENTS TO 20 201100,, $$ MLN.MLN.
MEDIAMEDIA 20052005 factfact
20062006 20072007 20082008 20092009 20102010
TELEVISIOTELEVISIONN
2330 3 150 3 950 4 850 5 750 6 650
RADIORADIO 300 370 440 500 550 600
PRINTPRINT 1390 1 600 1 800 1 950 2 070 2 210
OUTDOOROUTDOOR 910 1 150 1 300 1 370 1 440 1 510
INTERNETINTERNET 60 100 160 250 370 550
OTHERSOTHERS 20 30 50 80 120 180
TOTALTOTAL 5 0105 010 6 4006 400 7 7007 700 9 0009 000 10 30010 300 11 70011 700
MEDIA ADVERTISING SPENDING BY SEGMENTS MEDIA ADVERTISING SPENDING BY SEGMENTS IN 2005-2010, %IN 2005-2010, %
202010 FORECAST10 FORECAST2002005 FACT5 FACT
TV 47%
RADIO 6%
PRINT 28%
OUTDOOR ADS 18%
INTERNET 1%
TV 57%
RADIO 5%
PRINT 19%
OUTDOOR ADS 14%
INTERNET 5%
FORECAST OF THE TELEVISION ADVERTISING FORECAST OF THE TELEVISION ADVERTISING EFFECTIVE DEMAND GROWTH TO 2010, EFFECTIVE DEMAND GROWTH TO 2010,
$ MLN. (INCL$ MLN. (INCL VAT), % VAT), %
6650
5750
48503950
31502 330
2005 FACT 2006 2007 2008 2009 2010
+37+37%%
+19+19%%
+35+35%%
+25%+25% +23+23%%
+16+16%%
ANNUAL GROWTHANNUAL GROWTH
RUSSIAN BROADCASTING STRUCTURERUSSIAN BROADCASTING STRUCTURE
STRUCTURE OF AD BLOCKS ON FEDERAL TV CHANNELSSTRUCTURE OF AD BLOCKS ON FEDERAL TV CHANNELS
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
MOSCOW
CITY NA BLOCK OF ADS
PROGRAM PROGRAMFILM, SHOW, ETC.NATIONALAD SPOTS
MOSCOWAD SPOTS
CO
MM
ER
CIA
L
CO
MM
ER
CIA
L
CO
MM
ER
CIA
L
CU
TO
FF
PROGRAM PROGRAMFILM, SHOW, ETC..NATIONALAD SPOTS
REGIONALAD SPOTS
CO
MM
ER
CIA
L
CO
MM
ER
CIA
L
CO
MM
ER
CIA
L
CU
TO
FF
MAJOR TRENDS INMAJOR TRENDS IN 2006-20 2006-201100
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 THANK YOU FOR ATTENTION!FOR ATTENTION!
25, AKADEMIKA PAVLOVA ST., 121359 MOSCOW, RUSSIA TEL.: +7 (495) 234-4400, FAX: +7 (495) 737-5006, E-MAIL: [email protected]