"By the end of the year, the Internet will finally win TV in the Russian advertising market"

The Internet first overtook television in terms of advertising. Such data are given by the Association of Communication Agencies of Russia. For the first half of 2018, the volume of Internet advertising amounted to 90.5-91.5 billion rubles, which is 21% more than the same indicator last year. The TV segment also increased by 13%-it is approximately 90-91 billion rubles. 21-21.4 billion rubles. I had a share of the Out of Home segment (outdoor advertising, transit advertising, indoor advertising, advertising in cinemas), its income grew by 1%. The fourth place is occupied by the press, which has lost 9% of the market (8.9-9.1 billion rubles), and on the latter-radio from 7.5-7.7 billion rubles. (This segment also grew by 2%). The Insider asked the analysts of the advertising market whether the Internet leadership will retain in the near future and whether there is any chance of television to regain lost positions.

Mikhail Simonov, President of the Russian Association of Marketing Services, President of the Festival of Advertising and Marketing Communications "Silver Mercury"

What happened now in Russia happened in the European and American markets several years ago. Therefore, we simply confirm the trend of flowing budgets into the Internet.

In the film “Moscow doesn’t believe in tears,” there was a question that television appeared and there will never be a movie again, the theater will be closed and so on. Of course not. The appearance of television did not stop the movie, people still go to art exhibitions. The same on the Internet - people will not stop watching TV.

The most important thing is that each edition can do is create content. Those who know how to do this and attract readers, spectators - consumers of content. And this will be a cable television, a channel in Telegram, a site, some kind of mailings, this is already secondary. The editorial office receives money from advertising. I can read some edition on the site when there is time, open mailings in the mail, or the name of the letter will hook me. Or I can subscribe to the channel in Telegram. Therefore, the main thing is that money comes to you, because you have knowledge of how to create content.

According to my observations, videos are most clearly monetized on the Internet, which are very different from those produced by classic advertising agencies for the same television. They should interact an interactive, and this interactive should immediately lead either to the site or the page on Facebook or VKontakte. It is obvious that a new generation of advertisers is formed-it is mainly the same digitalists who have passed the school of classic advertising agencies and are now able to make sales videos that are placed on YouTube, in some other channels, on the same Facebook “virus” spread, but work quite well. And, of course, in terms of advertising, SMM is promising, because we all flow into social networks.

The future is behind large companies, because they create new services, but these new services are leading to their sites. And the services are comfortable for us as for consumers. There is ebay in America, there is Alibaba, AliExpress in China. And now Yandex and Sberbank have created a new site, which will unite Yandex.Market and Yandex.Money. And it will be very comfortable for us if everything is the way they promise, make purchases there. Instead of going to M. Video, to Eldorado or to some 003.ru, I will go to Yandex. Formally, I will buy at 003.ru, but to think that I am buying in this new Yandex project. In the same way, when you make an order for Yandex.Taxi, you do not understand that you actually ordered a taxi in one of the hundreds of taxi parking. There will be approximately the same situation: a large number of small online stores, a certain number of courier services for delivery of goods, and you will assume that you buy all this on Yandex.

Alexey Belyaev, Head of the IAB Russia Research Committee

I think that in the next year relative parity will remain, but by the end of the year the Internet separation will be a little more. Next, he will increase. Mega-corporations, such as Google and Facebook, are convenient for the advertiser in terms of the fact that, firstly, there are many different advertising products that they can offer. The second - large companies usually take up the development of these advertising products, and not just sell them. Well, the main factor is that such companies have quite large auditorial indicators.

I do not think that on the Russian market the future for Google, Facebook and Instagram. This would be strange if we consider that over the previous 20 years the Russian market just surprised the entire world community by the fact that we have our own national search, our own social network - Yandex and Mail.ru Group.

The time of mass advertising has long passed. The advertising is now the leader in the interests of the user, taking into account what he did, searched, etc. All advertising is now targeted and paid for the result.

Sergey Piskaryov, President of AKAR, Deputy General Directive of the National Rating Agency

For me, a comparison of the share of TV and the Internet has always been a stretch. TV is the largest video distribution platform. There are also such platforms on the Internet, only an order of magnitude less. TV does not spread text or audio content, does not search for other functions popular on the Internet. Therefore, to say that TV is an obsolete technology, at least strange, especially in the light of the fact that in Russia 95% of the consumed professional video content is distributed TV. In other countries, this figure varies from 75 to 98% - somehow it does not look like dying.

Of course, older people watch this TV more. It was always so. Young people and 20 years ago had other forms of leisure. Nevertheless, she consumes video content on TV at times more than on other platforms.

The Internet platforms that add target audiences that are difficult to catch on other media are especially good on the Internet, which is 7-8% of additional coverage. And, of course, services that ensure the interactive capabilities of communication.

In Russia, as you know, the strongest players in the advertising market - Mail.ru and Yandex. The time of mass advertising may once pass, but this will not happen earlier than the era of mass production passes. I do not think that at the moment we are present at the sunset of this era.