eTourism Seminar – Saimaa / Finland

Presentation given by Bernard Lukey who is the General Director of
Yandex Europe

Transcript

1. eTourism Seminar – Saimaa / Finland Search May 2012
2. 2 Russian Internet market Yandex overview Some facts about tourism How to advertise on Yandex Get Stare Agenda
3. RUNET: big growing potential global
4. Big Runet: 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. 5 Low penetration – high upside ! % of Population
6. Growing Source: FOM. Internet in Russia. Summer 2011. < 40 41-45 46-50 51-55 56 < 21 regions with internet penetration > 50 %
7. 7.9 9.6 11.8 14.6 2010 2011e 2012e 2013e 2% 5% 10% 11% 13% 15% 18% 18% 20% 29% UK China Germany France US Spain Russia Italy Brazil India 7 High potential in the AD Market Market Overview Russian Total Ad Market ($ Bn) Online as % of Total Ad Spend
8. Source: AKAR Internet 2nd behind TV (in bln. rub.) 0 20 40 60 80 100 120 140 160 TV Radio Print Media Outdoor Advertising Online Advertising 2008 2009 2010 2011
9. Paid Search (66%) Display (26%) Social (4%) Video (4%) Mobile (1%) Online advertising share 9
10. 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. 11 Russian Internet market Yandex overview Some facts about tourism How to advertise on Yandex Get Stare Agenda
12. 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 2011 3. As of May 2011 Russia China South Korea Yandex Google Others Baidu Google 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. 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 2012 2 Source: comScore (December 2011) 3 Source: TNS, January 2011 4 Source: Company Information, FY 2011 5 Source: AKAR 2011, as of Feb 22, 2012, adjusted for commissions 6 Source: Company Information for the FY period 2011, using an exchange rate of RUR 32.1961 to $1.00 as of Dec 31, 2011 7 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. 14 Yandex is Search and Much More
15. 15 The Gateway to the Russian Internet News Traffic Jams / Maps Yandex.Money Comparison Shopping Mail Russia’s Most Popular Homepage – 44% of All Russian Users
16. 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 Mail Maps Shopping News Payments Language Understanding 1989 2005 1989
17. Yandex “in your pocket” : mobile apps
18. Yandex Raspissanie : Meta-search for transport
19. Yandex Maps : platform for tourism !
20. Yandex Taxi
21. 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 Services Turkish Market: Fast Growing and Sizeable 130K downloads of Yandex Mobile Maps News Image search Video search Search for goods Mail Weather Widgets Expected to be among leading EMEA markets in terms of Ad Expenditure growth in 2011-2014 24
22. 25 Russian Internet market Yandex overview Some facts about tourism How to advertise on Yandex Get Stare Agenda
23. Total possible number of impressions and clicks in the considered groups of requests Impressions: • 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”
24. Maximum number of impressions by type of requests (Travel agency / tourism) 20,2M 14,9M 0M 5M 10M 15M 20M 25M requests about travel agency/tour general requests about tourism Total capacity of considered groups of words – more than 35 million impressions per month **Source: Internet World Stat 2010-2011
25. Maximum number of clicks by type fof requests related to tourism Total capacity of considered groups of words – more than 806K clicks per month 593K 213K 0K 100K 200K 300K 400K 500K 600K 700K requests about travel agency/tour general requests about tourism **Source: Internet World Stat 2010-2011
26. November is the Key season for tourism related requests in Russia **Source: Internal Ressourse 2011-2012 97 96 108 113 118 129 128 139 153 186 223 193 0 50 100 150 200 250 300 Jan-11 Fev-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 in season
27. Requests by theme : largest share goes to “Tours & Holidays” **Source: Internet World Stat 2011-2012 1% 1% 4% 5% 5% 6% 9% 18% 51% Travel by bus Fishing Shopping tour Ferry Ski resort Travel by car Hotels Cottage rent Tours&Holidays 0% 10% 20% 30% 40% 50% 60%
28. 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. 0M 1M 2M 3M 4M 5M 6M 7M Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Holidays Tour Tour operator Trip Travel agency **Source: Internet World Stat 2010-2011
29. 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 0K 200K 400K 600K 800K 1000K 1200K Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Egypt Turkey China Thailand UAE
30. 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 %) 0K 20K 40K 60K 80K 100K 120K 140K 160K 180K 200K Iceland Denmark Sweden Norway Finland Nov-2011 Feb-2012 Finland leads amongst Scandinavian destinations requests **Source: Internet World Stat 2011-2012
31. Most requests about Finland originates from Russia’s North- Western region **Source: Internet World Stat 2011-2012 10% 23% 67% 13% 38% 48% 0% 20% 40% 60% 80% Others Center North-West Nov-2011 Feb-2012
32. Seasonality differs by category of requests **Source: Internet World Stat 2011-2012
33. 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.
34. 37 Russian Internet market Yandex overview Some facts about tourism How to advertise on Yandex Get Stare Agenda
35. 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
36. Wide range of Banner Ad options available 39
37. Yandex.Direct: places
38. Yandex.Direct: interface Keywords Ad Text CPC Your Bid
39. 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.
40. Bid management in English 44
41. Yandex.Metrica – web analytics tool 45
42. 46 WebVisor
43. 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
44. 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 !!
45. Bernard Lukey General Director Yandex Europe AG Saleseurope@yandex-team.ru Tel +41 41 248 08 60 Tatiana Kalinina Head of direct foreign accounts kalinina@yandex-team.ru tel: +7 495 739 22 22 ext 2430 Thank You!