iab russia digital advertisers barometerFedor Virin
油
The following is the key results and conclusions of the IAB Russia Digital Advertisers Barometer
research, which is a study of opinions of advertisers regarding market, tools and players in
this market. This research is primarily a direction indicator of sorts, which shows changes in the
market sentiment, their transformation depending on the situation inside the market (inventory,
advertising tools, analytics etc.), and the economic situation in the country and in the world.
Based on this research, we can draw conclusions about how the situation will change in the
future.
iab russia digital advertisers barometerFedor Virin
油
The following is the key results and conclusions of the IAB Russia Digital Advertisers Barometer
research, which is a study of opinions of advertisers regarding market, tools and players in
this market. This research is primarily a direction indicator of sorts, which shows changes in the
market sentiment, their transformation depending on the situation inside the market (inventory,
advertising tools, analytics etc.), and the economic situation in the country and in the world.
Based on this research, we can draw conclusions about how the situation will change in the
future.
How Mobile Is Transforming the Path to PurchaseFedor Virin
油
This document summarizes a presentation about how mobile is transforming the path to purchase. It discusses eMarketer's outlook for mobile commerce growth driven by increasing smartphone and tablet adoption. It defines today's mobile shopper as using multiple devices throughout the shopping process. It also discusses challenges for brands in meeting mobile-enabled shoppers, like showrooming, and examples of brands effectively dealing with this like Apple, Nordstrom, and Walgreens through experiences, services and seamless shopping.
Mobile devices enable seamless digital lives. A survey found that smartphones and tablets impact traditional media consumption, with tablets having a larger effect. Usage and receptiveness to ads varies by time of day, location, and device. Tablet users are more engaged with content and ads compared to smartphone users.
The e-commerce market in Russia reached $8 billion in 2010, accounting for 1.6% of total retail sales. Moscow and St. Petersburg account for 60% of e-commerce volume despite only 30% of internet users. E-commerce is more developed in the capitals due to higher incomes, more internet experience, and better infrastructure compared to regions. The top product categories purchased online are tickets and electronics. The market is forecast to grow 145% in the next 5 years to $18.5 billion, driven primarily by growth in regions as internet access and experience expand.