Investors are spending millions of dollars to purchase online social networks such as Odnoklassniki. ru or Moikrug. ru, although until now it was not clear how they can capitalize on these resources. Holding ' Yandex ' the first to suggest a way: he was going to enter into agreements with the networks access to the database users to display their ads in runet depending on age and sex (the service is so-called socio- demographic targeting for advertisers ). Holding is negotiating with Odnoklassniki. ru.
' Yandex ' he is investing in social networks - in March this year, gained the holding Moikrug. ru ( more than 1 million registered users) to -5,000,000, according to expert estimates. Odnoklassniki. ru ( 6,000,000 users) cost the Latvian company Forticom expensive - the fall of 2007, it acquired 30 % of the network about a million, analysts estimate. How will the investment pay off, and the buyers did not know, according to kommersant. ru.
The fact that the holding company is testing a system of socio- demographic targeting, online advertising, said yesterday the chief editor of ' Yandex ' Kolmanovskaya Helen: ' I can not say exactly when the testing is completed. I believe that by the spring of 2008 we will be able to offer advertisers distinct advertising product '. Targeting (from the English. target - ' target' ) allows you to advertise certain products potentially interested in these products groups. Targeting can be done by geographic location, gender, age, social status, etc. Socio- demographic targeting allows, for example, display advertising sports car only to adult men.
Commercial Director ' Yandex ' Alexei Tretiakov Brand Online at the conference said that the company is close to signing agreements with social networks on access to information of their users. Who is advertising system ' Yandex. Direct ' targetiruet ads on search queries (so-called contextual advertising: if you, for example, are often requested in the' Yandex ' information on the TV, then you will advertise this particular product), and using social networks will be - by sex and age.
To do this, computer users of social networks will be written to a file called cookie ( allows owners of other sites to identify a user when visiting their site), which will contain information on sex and age by. This file will transfer stored information to an advertising network ' Yandex '.
The representative of the social network Vkontakte. ru Durov Paul denies talks with ' by Yandex '. But the project manager Odnoklassniki. ru Albert Popkov confirmed their. Yandex '' ' offered to replace a system of contextual advertising Google AdSense, which we use. But while the Russian portal has not made an interesting proposal ... According to him, at the end of the year a massive target, based on gender, age, and users can begin to advertisements placed on the site Odnoklassniki. ru.
What is the price ' Yandex ' user information Odnoklassniki. ru, Mr. Popkov could not even imagine - unprecedented sale of such information has not yet been. To develop a system targeting ' Yandex ' could spend up to million, assumed CEO Happy Web Makers Stanislav Borissov. Even target my ads to users' requests are for sale on the ' Yandex ' twice as expensive as usual - from 75 thousand. rub. to 1.65 million rubles. per package, depending on the number of hits (at least - 5 million per day, maximum - 150 million per week).
Investment Director Venture Fund ABRT Mityushin Nicholas recalled that the U.S. Facebook. com also announced the creation of its own advertising network with the possibility of socio- demographic targeting. For whatever advertising model may go social networks, the demand for targeted advertising is growing rapidly, adds CEO Arsen Revazov IMHO VI. ' It is difficult to say how targeting will accelerate the growth of the content. We expect that next year the amount of content will increase by at least 50 % ', - said Mr. Revazov. According to Mindshare Interaction, the market for contextual advertising in 2007 will be about 0,000,000.
Internet. ru.
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