Transcript ICQ - MediaRevolution

ICQ in Russia
Innovative Online Advertising
Making the move – Advertising on IM - WHY?
Forrester Research: IM replaces Fix line phones in partnering
people’s every day life – IM is a personal communication tool
Serving advertisements to users Personal communication tool has
significant advantages: Its personal, its intimate, and has high
level of user attention
Advertisers can now reach millions of users through
their personal communication tool and have an
ongoing dialogue with Millions of young people in
Russia!
Intimate Media – What is it ?
The only personal media with high reach and rating
Personal / Intimate
ICQ – IM
High Reach /
Rating
Push SMS
Direct Mail
Web
Out Door
TV
Low Reach
/ Rating
Radio
Print
Mass media
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is a unique media provides you with the same benefits as
television, print and outdoor advertising – with better focus,
exposure, frequency and effective rating.
Through ICQ, advertisers can conduct a dialogue with a targeted
young, loyal & dedicated audience.
No other media can provide such benefits!
ICQ Presents:
Next Generation of Personal Communication Tool
From IM to CPCC – Cross Platform Communication Center
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Partnering audiences are looking for a glue product that will enable
easy connectivity between PC – Mobile – Landline – TV.
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ICQ is a personal communication center, where users keep their
personal friends list, express feelings, and share experiences every
day.
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CPCC nature drive users on a Daily Basis by offering communication of
PC to PC (text, voice, & video), PC to Mobile (text & voice), PC to
Landline, & PC to TV
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Therefore CPCC serves as the ideal platform for Premium Services,
Pushing Content, & Advertising
Cross Platform Communication Platform
(CPCC) Concept
Call (VoIP)
(SMS)
Write Text
IM – Very Effective Rating
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Broad reach of the coveted and the hard to reach Teen & Young
Adult audience
Instant Messaging is the dominated and fast growing
communication tool among this audience.. communicate to them
using their favorite communication tool!
Stickiness (very long sessions)
Effective rating (a combination of minimum Active/Daily viewers
+minimum exposures / impressions a day)
International exposure in 19 languages
A leading intimate media tool
ICQ - The best effective rating you can get in Russia –
3.5 million active viewers 1.6 million daily viewers
ICQ B2U (Broadcast-To-User)
A New Online Advertising Product
Traditionally , there are three main “periods “ that define the relations
between Media and Target Audience :
The “Optimistic period “ - Media companies expose the advertisement.
Hope the target audience is "out there" to receive the message (TV
campaigns, billboards, etc.)
The "Expectation period” - Media companies expose the
advertisement .Hope that target audience will react. (Examples –
Online banners sold through CPC, print advertisements with an invitation
to call a phone number, etc.)
The “Conditional period” ( B2U ) - Broadcasting only when the target
audience sends a signal indicating that they are present and available for
exposure. Advertisement will be broadcasted only
IF and AFTER user generates a signal.
The Conditional Media-Target Audience Relation is the foundation of
Effective & Real Rating!
ICQ B2U: Advertising That Matters
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Daily Unique Viewers Payment -> know what you pay for!
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Clickable format –> broadcasted directly to the Personal
Communication Tool of millions
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Unique placement – out of the frame –> part of user's
personal and friendly dialog
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Limited number of daily unique broadcasts -> high
level of viewer attention
With ICQ B2U advertisers get real and
effective exposure!
See How It Works…
ICQ in Russia
ICQ Worldwide
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The world’s first Internet-wide Instant Messaging service
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Founded in 1996, acquired by America Online in 1998
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200+ million registered users
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#1 most popular download the last 10 years on CNET – over
345,000,000 Downloads
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Available in 19 languages
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Users are connected to ICQ ~ 5 hours per day in average
ICQ Strategy in Russia
Russia is an important strategic market for ICQ with a
large and growing, young and loyal user base
To ensure continuing growth in Russia and support ICQ’s
localization strategy, ICQ has partnered with Rambler – a
strong local player. ICQ-Rambler launch took place on
Sept. 2005
Rambler / ICQ Partnership
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Combines ICQ’s international communication and community
experience with Rambler’s local portal services & content
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Complement Rambler’s value proposition to a full suite of
offerings that now includes Content, e-mail, Services and Instant
Messaging
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Strengthens the penetration of ICQ’s cutting edge technology
through Rambler’s distribution and marketing capabilities
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Build on ICQ’s renown expertise in communication tools through
Rambler’s local market know-how
ICQ version 5.1
The newly launched ICQ version 5.1 in English, will soon
be followed by a new Rambler/ICQ launch.
The new Client includes among other
features : tZers, improved Voice,
new emoticons transparent Xtraz
and status improvements
ICQ5.1 also introduces a new approach
to advertising – ICQ B2U
ICQ/Rambler Stats and Features
ICQ in Russia:
• Over 3.5M active users (last 30 days) in Russia*
• Over 1.6M daily online users*
Rambler/ICQ version:
• Over 1.2M Rambler-ICQ active users*
• Over 550K daily online users of Rambler-ICQ version*
Exciting Localized features on Rambler/ICQ in addition to the
original ICQ features:
• Rambler mail
• Two-Way SMS
• Rambler Audio – online radio
• Russian news and weather forecasts
• Rambler games – Sputnik & Chess
*ICQ Internal Data, May 2006
Monthly Active Users
Russia - Monthly Active Users
3600000
3400000
3200000
3000000
2800000
2600000
2400000
2200000
2000000
1800000
1600000
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Continuous High Growth
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Daily Active Users
Russia - Daily Active Users
2,000,000
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1,600,000
1,400,000
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600,000
400,000
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ICQ Demographics
13-17
18-22
40-49
3%
50-59 60+
1%
2%
13-17
14%
30-39
14%
23-29
30-39
40-49
50-59
60+
18-22
33%
23-29
33%
Young audience: 80% Under 30 Years Old
Internet Market Share
3.6MM
ICQ Users
16.3%
21.8MM
Online Users
(1)
(2)
21.8MM Online Users - information Technologies & Communications Minister (November 2005)
3.6MM ICQ Users - ICQ Monthly Active users – April 2006 (ICQ Internal Data)
Over 16% of Internet Users in Russia Use ICQ on a regular basis