Socio-Viral Buzz and Advertizing Opportunities in Russia

1. Advertising
Opportunities
in Russia
introduction

2. Major Advertising Options
Socio-Viral Buzz E-Reputation campaigns
TV Advertising Nationwide campaigns
Outdoor Advertising Wide coverage on selected territories
Print Media Advertising Audience-specific advertising
.

3. Socio-Viral Buzz

4. Socio-Viral Buzz
∙ New Media require new approach
∙ People trust internet more than TV
∙ Consequent publications in popular social
networks create and support online brand
image: E-Reputation
.

5. Engagement Cycle
Investigating
E-Reputation
Setting
BUZZ
Targets
.

6. New Media Metrics
Traditional Metrics Social Metrics
• Impressions • Q&A Participation
• Reach • Branded virtual
• Frequency goods interaction
• CTR • Generated
• eCPM conversation
threads
• Post-commentaries
actions
.

7. Socio-Viral Buzz Benefits
∙ Instant effect with long term visibility
∙ Better ROI performance than other media
∙ Engage in conversation with communities
where buying decisions happen
∙ Far reaching third party persuasion
.

8. Why Questa Media?
∙ Questa Media is an organization of
knowledgeable people
∙ Team includes professional writers,
journalists, bloggers and enthusiasts
∙ Modern software for social networks
investigations and analysis
∙ On-behalf and non-connected buzz
.

9. TV Advertising

10. TV Advertising Advantages
Accessibility 99% of population own TV-Sets
Popularity average watching time 230 minutes per day
Coverage wide audience in short time
Effectiveness visual and sound, dynamics and emotions
.

11. TV Channels
TV Channel 1: Coverage 99%
Audience: Male and Female, 18+
Average pie of base audience: 18,4%
TV Channel Russia 1: Coverage 98%
Audience: Male and Female, 18+
Average pie of base audience: 16,9%
TV Channel NTV: Coverage 85%
Audience: Male and Female, 18+
Average pie of base audience: 13,2%

12. TV Channels
TV Chanel CTC: Coverage 92%
Audience: Male and Female, 6-54
Average pie of base audience: 11,4%
TV Channel Domashniy: Coverage 78%
Audience: Female, 25-60
Average pie of base audience: 3,2%
TV Channel Russia 2: Coverage 80%
Audience: Male, 18+
Average pie of base audience: 3,2%
TV Channel TV3: Coverage 76%
Audience: Male and Female, 18-55
Average pie of base audience: 2,8%

13. TV Channels
TV Channel DTV: Coverage 71%
Audience: Male and Female, 25-54
Average pie of base audience: 2,0%
TV Channel 7: Coverage 58%
Audience: Male and Female, 18-54
Average pie of base audience: 1,3%
TV Channel REN: Coverage 86%
Audience: Male and Female, 25-54
Average pie of base audience: 5,0%
TV Channel 5: Coverage 79%
Audience: Male and Female, 18+
Average pie of base audience: 1,9%

14. TV Channels
TV Channel MTV: Coverage 66%
Audience: Male and Female, 11-34
Average pie of base audience: 2,3%
TV Channel MUZ-TV: Coverage 73%
Audience: Male and Female, 11-34
Average pie of base audience: 1,8%
TV Channel 2x2: Coverage 46%
Audience: Male and Female, 11-34
Average pie of base audience: 1,6%

15. Audience Profiles
Older
Россия11
Russia
16.3%
5 канал
TV 5 TV Channel 1
Первый канал
1.8% 18.4%
Russia 2 DTV
ДТВ Domashniy
Россия 2 Домашний
1.7% 1.8% 2.2%
Рен-ТВ
REN TV TTV
Men 4.4% Women
4 5 . 8
0 . 0 1
7ТВ
0.4% ТВ3
2.6% Muz-TV
МузТВ
0.8%
СТС
8.7%
2х2 MTV
0.7% 0.9%
Younger

16. Special Placements
Seasonal Projects
Movies
Sequels

17. Outdoor Advertising

18. Outdoor Advertising Options
City-format Billboards Supersites
Transport Brandmauer/ Video Screens
Roof Installation

19. City-Format
Size: 1,8m x 1,2m
Static Image
• Visible from pavement and
traffic side of streets
• Internal light makes better
visibility
• Installed in historical and
central locations
• 1000+ surfaces in Moscow

20. Billboards
Size: 6m x 3m
Static Image
• Traditional outdoor format
• Visible for both car traffic
and walkers
• Very effective format for
advertising new products
and services as reminding
advertising
• 2000+ installation locations
in Moscow and regions

21. Supersites
Size: 5m x 10m; 5m x 15m
Static Image
• Dominate on other formats
for drivers and passengers
• Usually used for brand
awareness campaigns
• Surfaces available in
Moscow and major highways

22. Brandmauer or
Roof Installation
Size: Custom size depending
on availability
• Horizontal and vertical
placement
• Non-standard size
• Best visibility
• Ability to make creative
advertising (for example car
riding on a wall)

23. Public Transport
Size: depending on public
transport availability
• Non-standard size
• Great visibility
• Dynamic place of
appearance
• Visible by passengers,
walkers and traffic
participants
• Very effective for
Automotive Industry products

24. Video Screens
Size: approximately 50 sq.m
Dynamic content
• Good visibility
• Ability to show any type of
video, text and animation
• Very bright
• Highly effective for short-
time campaigns
• Short execution period
• Effective for both walkers
and drivers/passengers

25. Print Media

26. Print Media in Russia
Women Men Universal Mass
Magazines Magazines TV Guides Newspapers
Industry Audience InFlight Pricing
Specific Specific Magazines Catalogs

27. Women Magazines
• Monthly full-color and usually
high-quality glossy magazines about fashion,
relations, beauty and psychology.
• Expensive way to reach female audience
of medium and higher income class
• Full page full color (FPFC) sole advertising
preferred or together with associated article

28. Men Magazines
• Monthly full-color and usually
high-quality glossy magazines about men’s
health, relations, fitness and men’s interests.
• Expensive way to reach male audience of
higher than medium income class
• Full page full color (FPFC) sole advertising
preferred or together with associated article

29. Universal & TV Guides
• Weekly full-color and usually
high-quality magazines for wide audience
with country wide distribution
• Affordable way to reach all types all age
audience of medium and higher income class
• Any size and any type of direct or indirect
advertising, articles etc. Depends on budget

30. Mass Newspapers
• Daily newspapers usually black-white
sometimes full-color is media about
everything: economics, politics, sport,
culture, etc
• Affordable way to reach all audience of all
types income class
• BW or FC advertising and/or associated
article

31. Industry Specific Media
• Weekly full-color and usually
high-quality magazines for specific industry
and/or audience: Automotive, Sport, Travel…
• Affordable and the most effective way to
reach specific audience of all income classes
• Any size and any type of advertising
articles, etc. Depends on budget

32. Audience Specific Media
• Weekly full-color and usually
high-quality magazines for specific industry
and/or audience: Finance, Economy,
• Affordable and the most effective way to
reach specific audience of all income classes
• Any size and any type of advertising
articles, etc. Depends on budget

33. InFlight Magazines
• Quarterly full-color and usually
high-quality magazines for free distribution
usually in Business Lounges and in flights
• Efficient way to reach audience of high and
top income classes
• Full page full color (FPFC) sole advertising
preferred or together with associated article

34. Pricing Catalogs
• Classified full-color and or BW
magazines for free distribution
• Efficient way to reach target audience of
low and medium income classes
• Bulletin, advertising, article. Depends on
budget

35. Promo Experience You Can Trust
There is always a chance
to reach target audience
Let us help
info@questamedia.com