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Internet-advertisement market will grow 40 percent in Kazakhstan in 2012

14 june 2012, 10:28
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Photo courtesy of compulenta.ru
Photo courtesy of compulenta.ru
Interactive Media Group (IMG) is forecasting a 40-percent growth at the Internet-advertisement market in Kazakhstan in 2012, Interfax-Kazakhstan writes.

"According to our sales-house, the growth of the Internet-advertisement market in 2012 will make around 30-40 percent versus 2011," Director General of IMG Arman Alzhanov told Interfax-Kazakhstan. According to him, the volume of the web-advertisement market is currently $10 million in Kazakhstan. Its major part, around 70 percent, falls on the banners and 15 percent on context ads.

Alzhanov believes that growth in 2012 will be heavy in the banner part. The costs for banners will make around $9 million in the end of the year. Less than 5 percent of the overall advertisement costs fall on the web-advertisement. "The share of Internet-advertisement reached 4.5-5 percent of the total advertisement costs. This allows us to forecast a sustainable growth in the sector not only in the nearest year, but also in the medium-term perspective of 3-5 years," Alzhanov noted.

The growth of the sector, according to him, is limited by such factors as penetration of the Internet, lack of a research tools to be used by advertisers to plan the web-advertisement budgets and a relatively low level of understanding of the advantages of this media among local advertisers. He stressed that the impact of all these factors weakens every year and that enables Internet to be the most fast-growing (in relative values) media.

Alzhanov tagged the points of future growth the "good indicators": growth of Internet penetration in major cities of the country, construction of trunk networks by major ground communication operators, including in remote regions, development of mobile Internet, growing competition between Internet access operators that leads to rates decrease and also promotes growth of monthly Internet audience.

He expressed hope that understanding the advantages of this sector will grow, as "Internet gives an opportunity to target the ads to different target groups, which is not possible through other advertisement channels". "Besides targeting, Internet gives an opportunity of a deep analysis and audit of advertisement contacts, which also cannot be done in any of the offline-channels. All that clearly speaks for the Internet as the most fast-growing media both in terms of coverage and budgets," he said.

IMG head added that "there is still a reason to speak of certain underestimation of this media because of a quite limited presence of major advertisers in the Internet". IMG is one of the biggest sales-houses in Kazakhstan Internet-advertisement market, an exclusive representative and a seller of the advertisements of such platforms as Mail.Ru, Odnoklassniki.ru, VKontakte, Rambler, RuTube, All.Biz, Yahoo.com, etc.

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