The falling man was a continuation of the campaign Rambler Bashny.Net

Rambler will invest a record for internet $ 5 million to the promotion of their projects on TV, radio and in the press that for the year to increase the daily audience doubled to 6 million people - about as much now "Yandex" and Mail.ru - paid the most for $ 2 for a new visitor to the most successful president rasklade.Vitse Rambler Media Jeanne Beletskaya told "Kommersant" that will start in October, a large-scale advertising campaign, aimed at creating a new image Rambler, which will last two months. The total budget for this period - $ 5 million. According to her, Rambler will use a variety of channels for promotion - outdoor advertising, TV, radio, press, internet and other. TV advertising is planned to spend a large part of the budget. "Next year we plan to significantly expand advertising activity - the annual advertising budget will increase by more than 50%", - explained Jeanne Beletskaya.











Photo: Anton Nossik

Alexander Kovalev, PR-director of Rambler Media, says that at the end of 2007, the company has identified the main strategic task Rambler - become a single point of entry to the Internet for the majority of Russian-speaking users. According to him, the changes in strategy Rambler reflected in the new design: "If earlier it was positioned as a search engine, it is now - as the media company and an open portal that provides the latest and most up to date information from around the web." Alexander Kovalev noted that in 2008 in the optimization of the product line holding company launched a number of new projects, the corresponding strategy of opening the portal, including «Rambler-Cinema», «Rambler-Friends" as well as the official website of the Russian Football Cup. The task of an extensive advertising campaign - to draw attention to the updated Rambler.

The tender, which resulted in the task of implementing a costly campaign fell on the shoulders of a group of companies BBDO. Will involve promotion channels such as outdoor advertising, TV, radio, print, Internet, nyumedia, promotional and PR. Outdoor advertising will cover the key million-plus cities, including Moscow, St. Petersburg, Novosibirsk and others. Advertising on TV and in the press will be nationwide. The total budget for October - November 2008 amounts to $ 5 million.

"After a two-month campaign advertising activity Rambler continue to promote its new positioning. Advertising portal will allow to increase for the year daily coverage in twice ", - said Alexander Kovalev.



According to Kommersant, the declared budget of $ 5 million in the two autumn months of the campaign will make a significant Rambler recognizes mediadirektor advertising agency Magic Box Leonid seals. Until now, the advertising activity of Internet resources on TV was very low, according to the agency. For example, in 2007 Loveplanet.ru (project of the holding RBC) spent on television advertising about $ 2, 6 million, Mail.ru - to $ 350 thousand., As "Yandex" was not present at all on television. In the first half of this year, the most actively advertised on TV RBC launched social network Vspomni.ru - its television advertising budget, according to the Magic Box, exceeded $ 2 million. The most is a major campaign on TV has promised to create a fund to launch Russian Media Ventures (RMV) portal Top4top. ru. Of the more than $ 10 million allocated for the project, on its progress RMV was willing to spend $ 4, 5 million. However, in reality Top4top.ru invested, according to the Magic Box, is not more than $ 350 thousand. Currently, the project does not work.

Jeanne Beletskaya of Rambler believes that advertising will allow portal "for the year to increase the daily coverage of the audience at least twice." According to TNS, the daily audience of Rambler in August this year amounted to 2, 9 million people, the corresponding figures for "Yandex" and Mail.ru - 6, 6 and 2 million, 3 million, respectively. Analyst IG "Troika Dialog" Anna Lepetukhina believes that the predicted increase in the audience is almost unreal. "There is no formula to predict the size of the audience. Of course, the ads will attract a certain number of new users to the portal, but whether Rambler keep them - is unknown, "- it is skeptical.

via / tv-spot / 2008/01/11/21544 /