Online advertising.. A smart strategy for the crisis. - презентация

1 Online advertising.. A smart strategy for the crisis

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3 We have a philosophy and a strategy. When times are tough, you build share. Procter & Gamble CEO A.G. Lafley, May 2008

4 Brands that continue to spend in a downturn come out stronger

5 Past worldwide recessions The sales of companies who had kept advertising during the recession had risen 256% over those who had not* Early 1990s The companies who had cut their marketing budgets saw ROCE (return on capital employed) decline by 0.8% after the recession.Those who increased their marketing activity saw an increase of 4.3% *Source: McGraw-Hill research, 600 companies from ** Source: Hillier analysis, 1000 companies on the Profit Impact on Marketing Strategy database

6 And in Russia in 1998 Компании «Вимм-Билль-Данн» именно кризис 1998 года помог к 2000 году стать крупнейшим производителем сока и молока в России. В то время компания активизировала рекламную деятельность и на фоне молчания конкурентов увеличила узнаваемость бренда и продажи. В ВБД намерены оставаться на виду и сейчас: маркетинговый бюджет останется на уровне 5% от оборота компании, однако увеличится количество рекламы в местах продаж. Марина Каган, вице-президент «ВБД»

7 Its all about share of voice If other brands are cutting back, the marketing landscape is a little less cluttered and your ad $ will look and act bigger

8 Its all about share of voice Smart brands should take advantage as the cost of buying SOV over competitors will never be cheaper It will be much more expensive to re-build awareness & preference afterwards if you let it slip

9 Why you should keep spending online

10 Your consumers are online In the UK time online is now only 2nd to TV Source: BMRB Internet Monitor, Nov 2006; UK audience, utarget networks In Russia, media consumption is also changing fast – Broadband penetration accelerating – Sept 07: 11 days/month and 13.7 hrs/month – June 08:13 days/month and 16 hrs/month Source: comScore World Metrix

11 Online can deliver a clear & proven ROI All online spend can be monitored and made more effective Any consumer actions can be allocated to the advertising - you can track click throughs

12 Online can deliver a clear & proven ROI Ineffective spend can be reduced/removed and other spend upweighted Minimal lead times for copy, creative and placement changes Low production costs

13 Online pricing is competitive Average CPTs Source: «Media Net».

14 Rambler - an essential part of your media plan

15 Rambler delivers scale 40 million monthly visitors and over 5 million daily engaged visitors

16 Advertise on Homepage, Lenta, Autorambler and Rambler Finance and other properties Rambler can deliver a targeted audience For male car buyers 25-35…

17 For the youth market… Advertise on Rambler Friends, Rambler ICQ, Rambler Games and Rambler photo and other properties

18 We dont just create advertising clutter

19 Rambler takes a structured approach to ad placement Branded banner with a link to clients website Ad links to dealers web site Mark up with colour in catalogue list Select check-box «SALE» or «Special Offerе» Auto + advertising message 2 banners!!! And integration into content.

20 Scale brings creativity

21 Rambler is investing in our brand Our winter marketing campaign whats new today –Outdoor, press, TV, radio, online is reaching 72% of internet users across Russia (99% in Moscow)

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