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One of the fastest growing and most exciting sectors in Russian e-commerce - Women's Fashion (Shoes & Clothing). This market overview provides an introduction to the online advertising trends in the market.
Citation preview
Activity of advertisers in E-commerce group
( Clothes, shoes, accessories)
2
Yearly spend of the biggest advertisers in E-commerce group increased by 2.5 times in 2011
February 2012
26%
25%
24%
-‐10%
2%
-‐4%
-‐15%
Throughout the reviewed period the CPC indicator in E-commerce group did not exceed the level of 10 rubles.
3 January 2012
Advertising potential Categories capacity estimation. The dynamics of interest in competitors’ brands.
Research structure:
• The maximum potential quantity of impressions/clicks estimation:
Ø queries about clothes purchase
Ø queries about shoes purchase
Ø queries about bags purchase
Ø queries about brands: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino.
• Users’ interest in brands:
Ø The dynamics of interest in competitors’ brands.
5
Sources:
• wordstat.yandex.ru queries statistics, March ‘2010 - February ‘2012
• direct.yandex.ru budget forecast tool.
6
Estimation of maximum potential quantity of
impressions/clicks
Semantic groups used when estimating impressions/clicks quantity:
Queries about clothes purchase: купить/продажа/интернет/онлайн одежда/джинсы/блуза/блузка/шорты/топ/брюки/майка/бермуды/бриджи/свитер/кардиган/жакет/пиджак/сарафан/свитер/сорочка/рубашка/пуловер/платье/лосины/леггинсы/кофта/белье/купальник/жилет/жилетка/водолазка/джемпер.
Queries about shoes purchase: купить/продажа/интернет/онлайн туфли/босоножки/сапоги/сабо/балетки/вьетнамки/ботинки/сандалии.
Queries about bags purchase: купить/продажа/интернет/онлайн сумка/сумочка/клатч.
Queries about brands: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino + mistakes in naming, jargon, transliterations. Words with misprints and mistakes were included. Enclosed target queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases impressions were included. To characterize the whole group the most representative queries were chosen. Geo: Russia
8
The maximum quantity of impressions for queries considered:
9
The total potential of word groups considered – more than 12 mln. impressions in per month.
When defining the maximum possible quantity of impressions/clicks were included: купить/продажа/интернет/онлайн одежда/джинсы/блуза/блузка/шорты/топ/брюки/майка/бермуды/бриджи/свитер/кардиган/жакет/пиджак/сарафан/свитер/сорочка/рубашка/пуловер/платье/лосины/
леггинсы/кофта/белье/купальник/жилет/жилетка/водолазка/джемпер, купить/продажа/интернет/онлайн туфли/босоножки/сапоги/сабо/балетки/вьетнамки/ботинки/сандалии, купить/продажа/интернет/онлайн сумка/сумочка/клатч, Gucci, Alexander McQueen, Burberry, Dolce &
Gabbana, Valentino + other brands spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases impressions were included. Geo: Russia
7,231,647
2,509,010
746,633
1,554,670
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
clothes purchase queries shoes purchase queries bags purchase queries queries about brands
The maximum quantity of clicks for queries considered:
10
The total potential of word groups considered – more than 569 thsd. clicks per month.
When defining the maximum possible quantity of impressions/clicks were included: купить/продажа/интернет/онлайн одежда/джинсы/блуза/блузка/шорты/топ/брюки/майка/бермуды/бриджи/свитер/кардиган/жакет/пиджак/сарафан/свитер/сорочка/рубашка/пуловер/платье/лосины/
леггинсы/кофта/белье/купальник/жилет/жилетка/водолазка/джемпер, купить/продажа/интернет/онлайн туфли/босоножки/сапоги/сабо/балетки/вьетнамки/ботинки/сандалии, купить/продажа/интернет/онлайн сумка/сумочка/клатч, Gucci, Alexander McQueen, Burberry, Dolce &
Gabbana, Valentino + other brands spelling. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases impressions were included. Special placement» option on 28.03.2012 Geo: Russia
345,075
120,729
43,252 60,036
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
clothes purchase queries shoes purchase queries bags purchase queries queries about brands
Users’ interest in brands considered:
11
Gucci and Dolce&Gabbana are likely to get the largest amount of impressions/clicks.
When defining the maximum possible quantity of impressions/clicks were included: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino + other spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases
impressions are included. Geo: Russia
queries about Gucci 34%
queries about Dolce & Gabbana
30%
queries about Burberry
21%
queries about Valentino
11%
queries about Alexander McQueen
4%
The comparison of maximum quantity of impressions/clicks for queries about different brands
queries about Gucci
queries about Dolce & Gabbana
queries about Burberry
queries about Valentino
queries about Alexander McQueen
The maximum quantity of impressions for queries about brands:
12
The total potential of word groups considered – more than 1,55 mln. impressions in per month.
When defining the maximum possible quantity of impressions/clicks were included: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino + other spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases
impressions are included. Geo: Russia
463,270
331,293
174,111
65,538
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
queries about Dolce & Gabbana
queries about Burberry queries about Valentino queries about Alexander McQueen
The maximum quantity of clicks for queries about brands:
13
The total potential of word groups considered– more than 60 thsd. clicks per month.
When defining the maximum possible quantity of impressions/clicks were included: Gucci, Alexander McQueen, Burberry, Dolce & Gabbana, Valentino + other spellings. Target enclosed queries were included. Non-target enclosed queries were not included. YAN impressions and additional relevant phrases
impressions are included. «Special placement» option on 28.03.2012 Geo: Russia
17,185
12,737
6,317
2,188
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
queries about Dolce & Gabbana
queries about Burberry queries about Valentino queries about Alexander McQueen
The total possible quantity of impressions and clicks:
Impressions: • queries about clothes/shoes/bags purchase:
more than 10,4 mln. impressions per month; • queries about brands:
more than 1,55 mln. impressions per month; Total: more than 12 mln. impressions per month.
Clicks: • queries about clothes/shoes/bags purchase:
more than 509 thsd.* clicks per month; • queries about brands:
more than 60 thsd.* clicks per month; Total: more than 569 thsd.* clicks per month.
Forecast on 28.03.12. *«Special placement» option
YAN impressions and additional relevant phrases impressions are included. Geo: Russia 14
Users’ interest in competitors’ brands
Users’ interest in competitors’ brands
wordstat.yandex.ru statistics, March ‘2010 – February ‘2011 Geo: Russia
The majority of users are interested in Bonprix. Recently the interest for its brand has increased significantly.
16
0
50,000
100,000
150,000
200,000
Bonprix
Wildberries
Quelle
Boutique
La Redoute
wordstat.yandex.ru statistics, January 2011 Geo: Russia
The quantity of brands queries in Q4 ‘2010 and 2011 comparison:
17
In Q4 ‘2011 users’ interest in Bonprix, Wildberries and Boutique.ru increased.
41%
14%
30%
11% 4%
Q4'2010
Bonprix
Wildberries
Quelle
Boutique
La Redoute
42%
23%
18%
12% 5%
Q4'2011
18
Thank you! Preston Carey Director, Business Development 857.288.8762 [email protected] @prestoncarey