Advertising

Gazprom Media is creating a new division for selling video advertising on the Internet - Gazprom Media Digital, which from 2012 will take over the functions of the sales house of the RuTube video portal controlled by the media holding. Spending on video advertising alone in RuNet this year will increase by almost a third and exceed 830 million rubles.

Since 2012, Gazprom Media Digital will offer advertisers to post videos on a number of large platforms, including on resources where video advertising is sold by the sales house RuTube - the Odnoklassniki network, the sites Kinopoisk.ru, Karaoke.ru, Tnt-online.ru, Dom2.ru. Also, the new division will become the exclusive seller of advertising opportunities for RuTube itself, a source close to Gazprom Media told Kommersant. The project will be headed by Natalya Dmitrieva (until 2010, director of marketing and sales at Milanor (portals WomanJournal.ru, Passion.ru, etc.)). Two Kommersant sources on the Internet market know about this. Ms. Dmitrieva declined to comment.

The projected advertising capacity, which will be managed by Gazprom Media Digital, will be 250 million monetized video impressions and 17 million unique users monthly, Kommersant’s interlocutor clarified. Now, he claims, the monthly reach of RuTube and the sites sold by the sales house is 15.5 million unique users and 139.5 million video views (according to TNS Russia for September, the monthly audience of RuTube videos in Russia is 13.22 million people, and the audience of Yandex videos is 7.53 million).

Gazprom Media's revenue in 2010 amounted to 39.219 billion rubles, 17% more than a year earlier. 100% of Gazprom-Media is controlled by Gazprombank. The holding includes television companies NTV, TNT and NTV Plus, radio stations (Echo of Moscow, First Popular Radio, etc.), the publishing house "Seven Days", the Internet portal RuTube, and the sales house Gazprom Media.

According to AKAR, the volume of the entire online advertising market in Russia amounted to 26.5-27.5 billion rubles based on the results of nine months of 2011. excluding VAT, which is 57% more than in the same period last year. After three quarters, Internet advertising is second in volume only to television advertising (88.1-89.1 billion rubles) and advertising in print media (28-28.2 billion rubles), although within the individual third quarter it overtook the latter: 10 .4-10.5 billion rubles. and 8.6 billion rubles. respectively. Spending on video advertising alone in RuNet this year will increase by 27% and exceed 830 million rubles, RuTube estimates. Taking into account the so-called InPage advertising, that is, video banners, this market segment can be valued approximately twice as much, says Andrey Chernyshov, CEO of AdWatch Isobar Russia.

Pavel Belavin

Gazprom-Media posted a video