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Overview of Tourism in Russia from Yandex
Citation preview
Etourism Seminar – Saimaa / Finland Search
May 2012
2
Russian Internet market
Yandex overview
Some facts about tourism
How to advertise on Yandex
Get Stare
Agenda
RUNET:
biggrowing potential global
BigRunet: to be the largest European internet population by 2013 (93,2 mln)*
*Source: Forester Research World Online Population
Forecast, 2010 to 2014 (Global)
**2011 23,9 50,3 52,7 67,4 61,5**Source: Internet World Stat 2011-2012
5
Low penetration – high upside !
% of Population
Growing
Source: FOM. Internet in Russia. Summer 2011.
< 40 41-45 46-50
51-5556 <
21 regions with internet penetration > 50 %
7.9
9.6
11.8
14.6
2010 2011e 2012e 2013e
2%
5%
10%11%
13%
15%
18%18%20%
29%
UK China GermanyFrance US Spain Russia Italy Brazil India
7
High potential in the AD Market
Market Overview
Russian Total Ad Market ($ Bn)
10-13e CAGR: 23%
Online as % of Total Ad Spend
Source: AKAR
Internet 2nd behind TV (in bln. rub.)
TV Radio Print Media Outdoor Advertising Online Advertising0
20
40
60
80
100
120
140
160
2008200920102011
Paid Search (66%)Display (26%)
Social (4%)
Video (4%)Mobile (1%)
Online advertising share
9
Mandarin Spanish English Russian
Confucius Miguel de Cervantes William Shakespeare Leo Tolstoy
Global
Source: SIL Internationaal (2002), George Weber (1997), Euromonitor (August 2010), Rosstat (2010), Company data, Morgan, Stanley Research
Russian is the 4th most spoken language globally. 250–300 mln speakers
11
Russian Internet market
Yandex overview
Some facts about tourism
How to advertise on Yandex
Get Stare
Agenda
12
Key Investment Highlights
Naver
Yandex
Baidu
(launched 1997) (launched 2001) (launched 1999)
1 2 3
1. As of March 2012 2. As of 2Q 20113. As of May 2011
Russia ChinaSouthKorea
Yandex
Others
Baidu
Others
Others Google
NHN
Source: Liveinternet.ru, comScore, Analysys International
Local Champions Can Win in Search
76%
19%
5%
65%
9,5%25,5%
14%
26%
60%
13
Introduction
Yandex is the Market Leader
#1 Internet Destination
45 million unique visitors per
month2
44% of Russian users’ homepages3
Search Leader
60% search market share in
Russia1
Leading Online Advertising
Platform
270,000+ advertisers in 20114
51% online ad market share5
Largest Russian Internet Business
FY 2011
$622m Revenues6 (60% yoy
growth)
$287m Adj. EBITDA7 (50% yoy
growth)1 Source: Liveinternet, January 20122 Source: comScore (December 2011)3 Source: TNS, January 20114 Source: Company Information, FY 2011
5 Source: AKAR 2011, as of Feb 22, 2012, adjusted for commissions6 Source: Company Information for the FY period 2011, using an exchange rate of RUR 32.1961 to $1.00 as of Dec 31, 20117 Source: Company Information for the FY period 2011, using an exchange rate of RUR 32.1961 to $1.00 as of Dec 31, 2011 Adjusted EBITDA is EBITDA before share-based compensation
14
Yandex is Search and Much More
15
The Gateway to the Russian Internet
News
Traffic Jams / Maps
Yandex.Money
Comparison Shopping
Russia’s Most Popular Homepage – 44% of All Russian Users
16
Key Investment Highlights
Source: Company information, Liveinternet.ru, iResearch, SearchEngineWatch.com, comScore
Continuous Focus on Innovation
1. Baidu News Service launch date based on being available as of the date of IPO
1998
1997 2000 2002 2004
2002 2004 2006
2001 2005 2008
1
Search
MapsShoppingNews
PaymentsLanguage
Understanding
1989
2005
1989
Yandex “in your pocket” : mobile apps
Yandex Raspissanie : Meta-search for transport
Yandex Maps : platform for tourism !
Yandex Taxi
Turkey – Our First International Market
Population of 76MM Internet users (‘11): 35MM (46%) 28 local portals Online ad market (‘13E): $300MM No established #2 player in search
1 Euromonitor; FOM; Global Insight; InternetWorldStats.com; ZenithOptimedia; Advertising Expenditure Forecasts, December 2011; Internet user penetration based on total population (source: Global Insight)
2 comScore, January 2012
Turkey at a Glance1 Yandex in Turkey
2.0MM users in January 20122
>1 MM daily users of the portal Local content & home page Exclusive content on Yandex.Maps
Maps and Map Based ServicesTurkish Market: Fast Growing and
Sizeable
130K downloads of Yandex Mobile
Maps
News
News
Image search
Image search
Video search
Video search
Search for
goods
Search for
goods
Weather
Weather
WidgetsWidgets
Expected to be among leading EMEA markets in terms of Ad Expenditure growth in 2011-2014
24
25
Russian Internet market
Yandex overview
Some facts about tourism
How to advertise on Yandex
Get Stare
Agenda
Total possible number of impressions and clicks in the considered groups of requestsImpressions:• Tourism and related requests: more than 48,4
million impressions per month• Tourism requests: more than 138’600
impressions per month
Clicks:• Tourism and related requests: more than 1,32
million* clicks per month• Tourism requests:more than 3,8 thousand*
clicks per month
**Source: Internet World Stat 2010-2011
* If the position choice is “special placement”
Maximum number of impressions by type of requests (Travel agency / tourism)
requests about travel agency/tour
general requests about tourism
0M
5M
10M
15M
20M
25M
20.2M
14.9M
Total capacity of considered groups of words – more than 35 million impressions per month
**Source: Internet World Stat 2010-2011
Maximum number of clicks by type fof requests related to tourism
Total capacity of considered groups of words – more than 806K clicks per month
requests about travel agency/tour
general requests about tourism
0K
100K
200K
300K
400K
500K
600K
700K
593K
213K
**Source: Internet World Stat 2010-2011
November is the Key season for tourism related requests in Russia
**Source: Internal Ressourse 2011-2012
Jan
-11
Fev-1
1
Mar-
11
Ap
r-1
1
May-1
1
Jun
-11
Jul-1
1
Au
g-1
1
Sep
-11
Oct
-11
Nov-1
1
Dec-
11
0
50
100
150
200
250
300
97 96108 113 118
129 128139
153
186
223
193
in season
Requests by theme : largest share goes to “Tours & Holidays”
**Source: Internet World Stat 2011-2012
Travel by bus
Fishing
Shopping tour
Ferry
Ski resort
Travel by car
Hotels
Cottage rent
Tours&Holidays
0% 10% 20% 30% 40% 50% 60%
1%
1%
4%
5%
5%
6%
9%
18%
51%
Key users interest in tourism products
In tourism seasonal fluctuations are observed: after New Year's holidays users are interested in “Holidays”, “Tour” and “Tour operator” more actively.
Jan-1
0
Mar
-10
May
-10
Jul-1
0
Sep-1
0
Nov-1
0
Jan-1
1
Mar
-11
May
-11
Jul-1
1
Sep-1
1
Nov-1
1
0M
1M
2M
3M
4M
5M
6M
7M
Holidays
Tour
Tour operator
Trip
Travel agency
**Source: Internet World Stat 2010-2011
Turkey and Egypt are most popular destinations, depending on season
User request of trip to the different countries has significant seasonal fluctuations and strongly depends on a season. In the summer the majority of users search information about tourism in Turkey, in the winter – in Egypt and Thailand.
**Source: Internet World Stat 2010-2011
Jan-1
0
Mar
-10
May
-10
Jul-1
0
Sep-1
0
Nov-1
0
Jan-1
1
Mar
-11
May
-11
Jul-1
1
Sep-1
1
Nov-1
1
0K
200K
400K
600K
800K
1000K
1200K
Egypt
Turkey
China
Thailand
UAE
Iceland
Denmark
Sweden
Norway
Finland
0K 20K 40K 60K 80K 100K 120K 140K 160K 180K 200K
3.0K
4.6K
15.3K
12.7K
87.2K
3,8K (2%)
5,4K (2%)
22,3K (10%)
14,8K (6%)
185,5K (80 %)
Nov-2011
Feb-2012
Finland leads amongst Scandinavian destinations requests
**Source: Internet World Stat 2011-2012
Most requests about Finland originates from Russia’s North-Western region
**Source: Internet World Stat 2011-2012
Others
Center
North-West
0% 10% 20% 30% 40% 50% 60% 70% 80%
10%
23%
67%
13%
38%
48%
Nov-2011
Feb-2012
Seasonality differs by category of requests
**Source: Internet World Stat 2011-2012
When and how it is better to place an advertisement?
• Use of tourism and related requests about trips, tours and air tickets will allow to attract more targeting users on a web-site.
• Use of tourism and related requests for advertising will make positive impact on a gain of visitors in a web-site.
• In period of active demand an advertising campaign by thematic requests will be particularly relevant.
• For the most effective budget allocation we recommend to start campaign of tourism requests in advance (or not to turn off in low demand), to accumulate high CTR.
37
Russian Internet market
Yandex overview
Some facts about tourism
How to advertise on Yandex
Get Stare
Agenda
Appropriate tools for each marketing objective
• Main page, Yandex.News, Yandex.Mail, Yandex.Direct
• Yandex.Traffic_Jams, Media-Contextual Banners, Yandex.Market, Yandex.Direct
• Yandex.Direct
Coverage Building
Niche Branding
Sales Push
Wide range of Banner Ad options available
39
Yandex.Direct: places
Yandex.Direct: interface
Keywords
Ad Text
CPC Your Bid
Yandex.Direct: advantages
Targeted audience
Adverts will be shown only to users who are looking for your products or services
Ads assist, not distract
Exact answer to the user questions. The main task: sales
Budget control
PPC model. Real time bid management.
Flexibility
Variety of options. Fast and flexible ad materials change.
Post-click Analysis
Access to real time statistics at any point over the course of the campaign. Variety
of reporting options and additional instruments for further analysis.
Bid management in English
44
Yandex.Metrica – web analytics tool
45
46
WebVisor
48
What problems occurred during the indexing process Which pages are included in the search index Who links to your website What searches people make to find your website How to protect your site from viruses How to improve the appearance of your site in the search results
Yandex Webmaster Tools tell you
49
Contact International Business Development team
Free translation, training and initial setup
Local optimization and campaign feedback
Dedicated English speaking Account Manager in Moscow
Web based reporting, budgeting, etc. available in English language interface
European Yandex entity available for simplified payment, invoicing &
contracting
EURO vs. Rubles
Post pay billing available
EU vs. Russian legal jurisdiction
Get Stare
Try it out !!
Bernard LukeyGeneral DirectorYandex Europe [email protected] +41 41 248 08 60
Tatiana Kalinina Head of direct foreign [email protected]: +7 495 739 22 22 ext 2430
Thank You!