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INTERACTIVE ADVERTISING BUREAU 2010-2011 overview & 2012 plans

The Interactive Advertising Bureau p 1

About companyp.3 – IAB world

p.4 – IAB Russia

p.5 – Philosophy and mission of IAB Russia


IAB WORLDInternational Assosiation

The Interactive Advertising Bureau (IAB)

Association of digital advertising market participants

•Foundation date: 1996

•Company headquarters: New York

USA: over 460 leading companies, with share 86% on the market

Europe: over 5500 companies, on more then 30 markets

Main purpose of IAB activity:

• to develop the market of digital advertising

• to enlarge a share of investments allocated to the budget

• promotion from advertisers

Further information you can find: www.iab.net www.iabeurope.eu


IAB Russia

October, 2009:

Official representation of IAB Russia was opened to promote for development of the Russian market of interactive advertising

July, 2010:

IAB Russia was organized (the legal name of the company: Non-commercial partnership interactive advertising bureau)

Mart, 2011:

The beginning of operational activity

Подробная информация: www.iabrus.ruThe Interactive Advertising Bureau p

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PHILOSOPHY of IAB RUSSIA• Transparency and frankness of relations

• “Out of politics” atmosphere

• Balanced positioning of various market participants

• Focus on the industry needs


MISSION of IAB RUSSIA• Integration of Russian market into the world digital advertising market

• Two-way exchange of information and experience

• Distribution of digital advertising standards to Russia

• Provision of infrastructure for communication with foreign counterparts

• Launching IAB projects for demonstration of market potential in Russia

2011, RESULTS of ACTIVITY p.7 – Standards

p.10 – Researches

p.12 – Knowledge of IAB Russia brand


STANDARDS


STANDARDS(DIGITAL VIDEO & MEASUREMENTS)

Adaptation of standards which was developed by IAB Global


STANDARDS(INDASTRIAL GLOSSARY) The glossary was published after it was collected and coordinated with players of the market.

The link of the Glossary: http://iabrus.ru/projects/glossary/default.aspx


RESEARCHES


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RESEARCHES• Integration of the analytical data of Russian market in the IAB global reports

• Researches of volumes of the interactive advertising market by international technique of IAB researches

Participation in Pan-European research - AdEx 2010.

(The data of volumes of the Russian interactive advertising market which has been integrated in the general research NN of the Europe markets making by a uniform technique)

Read more about: http://iabrus.ru/File.ashx?ID=363


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KNOWLEDGE of IAB RUSSIA BRANDp.13 – Web site of IAB Russia

p.14 – PR

p.15 - Events


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KNOWLEDGE of IAB RUSSIA BRAND(WEB-SITE of IAB RUSSIA)

• Was launched the web-site of IAB Russia

• Was created the ecosystem of Russian digital market

Read more: http://www.iabrus.ru/ecosystem/


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KNOWLEDGE of IAB RUSSIAN BRAND(PR)

• Information support of IAB Russia activity (more than 150 publications in mass-media)

• Informing of members of IAB and of the public about IAB Russia current activity


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KNOWLEDGE of IAB RUSSIA BRAND (EVENTS)

p.16 - MIXX 2010

p.17 - MIXX 2011

p.18 – Brand day 2011


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MIXX 2010About the festival:

Red Apple MIXX is the interactive advertising festival, also the largest international conference spending in the most countries of the world.

Holding date: September 21th, 2010

Organizers: IAB Russia, Red Apple

Festival audience: Representatives of the key interactive agencies, the Internet platforms, and the companies .


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MIXX 2011About the festival:

Events held during the festival:

International contest of works in digital advertising and marketing field – Red Apple MIXX Awards 2011 (207 works accepted for the competition, a jury formed of IAB Russia experts and market experts) .

International conference Red Apple MIXX Conference 2011. Over 80 speakers and about 50 partners

Holding date: September 29th, 2011

Organizers: IAB Russia, Red Apple

Festival audience: over 800 representatives of key digital agencies, internet area and

advertisers


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BREND DAY 2011About the conference:

Leading annual conference in the marketing, branding and advertising field (over 50 speakers)

IAB Russia was granted by the festival:

Named as an Industrial Partner

The logo of IAB Russia was put in the POSM, on the festival’s tickets and on the web site of the festival

Full information in the information magazines of the festival

Holding date: December 1st, 2011

Organizers: RACA, RusBrand

Conference audience: over 650 representatives of key digital agencies, internet area, advertisers, tele- and radio- industry, professional ministries of Russian Federation


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2012 PLANSp.20 – Overview

p.21 – Education

p.24 – Researches

p.25 – Standards

p.26 – Formats of a dialogue with the industry

p.27 – Calendar of digital events


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STRATEGIC DERECTIONS FOR THE 2012Education:

•Master-classes

•Long-dated courses

•Professional standards

Researches:

•Mediascope Europe

•Ad Barometer

•ADEX

•Consumers Commers Barometer by Google


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Standards:

•Adaptation of standards which was developed by IAB Global

•Certification

Knowledge of IAB Russia brand:

•Calendar of digital events

•Formats of a dialogue with the industry

EDUCATION(MASTER-CLASSES, LONG-DATED COURSES)

Purpose: Development and adoption of profession standards of the interactive advertising area

Master-classes:

Target audients: Employees of companies which works in the interactive advertising area

Long-dated courses:

Target audients: Young specialists who are getting a professional education


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EDUCATION(PROFESSION STANDATDS)Purpose: forming of popular profession standards for the interactive advertising area

Potential partners:

Experience of industries:

• The advertising

RACA developed Advertising Industry standards Regulations of activity of players of the market

• IT

Professional standards of the IT industry was developed in 2006


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EDUCATION (TIME-LIMIT)• December 8th 2011 - Formation of a commission for this project

• December 2011 - Negotiations with partners

• December 2011 - Formation of a joint working group

• January 2012 - Development of project plan and budget calculations

• February 2012 - Search for a target financing of the project

• IV quarter 2012 - Implementation of the project - in accordance with the plan


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RESEARCHES• MediaScope Europe

The panel cross-media research of media consumption across European countries. Initiated by EIAA.

Purpose: Get the figures of the markets of Russia and Turkey

Format of a financing: target financing

Participants: Yandex, VCI

Artists: IAB Europe

• ADEX

A comprehensive guide of European online advertising sizes and scales . A comparative research of the digital advertising cost.

Purpose: Monitor of market dynamics

Format of a financing: clarifying

Participants: IAB Russia, RACA

Artists: IAB Europe


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• Ad Barometer

Timely snapshot of current trends and opinions of the advertising industry in Europe

Purpose: Following of market trends

Format of a financing: clarifying

Participants: IAB Russia

Artists: IAB Europe

• Consumers Commers Barometer by Google

Quantitative evaluation of the Internet market.

Purpose: Monitor of market dynamics

Format of a financing: opened

Participants: A. Belyaev, S. Kvon

Artists: Google

STANDARDS Industrial purpose: lead the market to the same standards.

•Adaptation:

Retransmission of standards developed in the IAB GlobalMart, 2012 – overviews of the standards iabrus.ru with active links toiab.net for download.

•Certification:

At the present there is no possibility for a certification Russian Internet-based products in Russia.

I quarter of 2012 - to develop a procedure of certification for Russian companies under the auspices of the IAB Russia

II quarter of 2012 - IAB Russia - official center of certification


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FORMATS OF DIALOGUE WITH THE INDUSTRY

• digest:

Expert’s content

January , 2012 – monitoring of capabilities

February, 2012 - choosing of format

April, 2012 - development of the service and organization of the work

May, 2012 - start of the project

• Do you CEE:

Key industry eventsFebruary, 2012 - elaboration of the formatMarch, 2012 - project implementationApril, 2012 - launch of the project


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•domestic notes:

"The Russian market of interactive advertising - 2011"

Key market data, figures, key events

January, 2012 - elaboration format

February, 2012 - collection of content

March, 2012 - start of the project

CONTACTS


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Official web-site:www.iabrus.ru

Boris [email protected]+7 916 1159349

Valentin [email protected]+7 916 5846909

Tatyana ShatalovaSenior [email protected]+7 967 2662333

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