Multiple increase in competition among customers of contextual ads

The Analytical Center of Begun Company has investigated the distribution of activity and popularity in advertising categories over recent years. The study showed that the segment of business products and services saw a twofold increase according to the results of 2012. Thus, the rate cost in popular categories has increased tenfold.

According to the results of 2012, the most popular categories are goods and services in the Business category, their growth totaled 67% compared to 2011. The data obtained suggest that the growth is likely to continue this year as well.

The B2C segment still makes the most active share in the contextual advertising market. At the same time, it remains the most unstable segment.
The most backward categories in B2C segment over the past year are the Employment category with its 67% fall, and Religion and mysticism category - a 48% fall in activity. Ads in the News category became less popular too. The volume of content advertising in this category has reduced by 65%.

Great changes are also in the sharp rise in the cost of the maximum rate. It was up in almost all categories. The rates in Business, Employment, House & Garden, Government and Personal Finances have increased by more than 1000% since the beginning of 2013. Unprecedented growth was also shown by other categories totaling more than 500% compared to previous years.

According to the advertising director Elena Klimanskaya, the situation in 2013 may change, and the B2C segment has been and remains the most flexible. The interest in this or that category is highly dependent on market conditions: B2B segment is another matter, it is the least flexible segment. Therefore, the growth observed in 2012 can be considered as a good sign signifying healthy economic situation. Speaking about the maximum rate - it has grown in almost all categories, which indicates strong competition.

The geographical distribution also undergoes certain changes from year to year. Over the past two years, the popularity of contextual advertising has increased in Russia’s regions and especially in the CIS countries and abroad. At the same time, the popularity of contextual advertising among Moscow customers has been gradually decreasing.