Thousand Impressions
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1 поиск Hotel Segment 2 Hotels 3 Yandex Segmentdynamics 2011 data. Mar July, 2014 July, May Jul Sep Nov 2012 Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul CPC Advertisers Numberof AdSpending 4 Yandex Expendituredynamics 2011 data. Feb Mar July, 2014 July, Apr May Jun Jul Aug Sep Oct Nov Dec 2012 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul 5 Yandex Clickdynamics –Direct.Search 2011 data. Feb Mar July, 2014 July, Apr May Jun Jul Aug Sep Oct Nov Dec 2012 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul 6 Yandex Clickdynamics –Content sites 2011 data. Feb Mar July, 2014 July, Apr May Jun Jul Aug Sep Oct Nov Dec 2012 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul 7 Yandex CPC Average 2011 data. Feb Mar July, 2014 July, Apr May Jun Jul Aug Sep Oct Nov Dec 2012 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul 8 Click share – Search vs. Content 27% Clicks from Context Sites Clicks from Search Sites 73% Quarterly data: Q2’14. 9 Clicks distribution by regions 100% 80% Other Areas 60% 40% Saint Petersburg 20% Moscow 0% Feb Mar Apr May Jun Jul Yandex data. Jul, 2014 10 (Average) CPC by positions HOTELS(Premium placement) HOTELS (Guaranteed placement) 1.0 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0.0 Feb Mar Apr May Jun Jul Yandex data. Jul, 2014. 11 Segment Volumes 12 User Interest in Category Queries share related to traveling in total Queries share related to Hotels in overall amount of Yandex queries Travel category volume 1.8% 1.6% 4% Hotels 1.4% 31% 1.2% Air tickets 1.0% 0.8% 50% Package tours 0.6% 0.4% 15% Other 0.2% 0.0% 2011-12 2011-12 2012-02 2012-04 2012-06 2012-08 2012-10 2012-12 2013-02 2013-04 2013-06 2013-08 2013-10 2013-12 2014-02 2014-04 2014-06 Seasonal peak in July for “traveling” queries Queries on hotel booking made was less pronounced in 2014. approximately 31% of total amount queries. Yandex, Aug 2014; wordstat.yandex.ru 13 User Interest in Category: Hotels 25,000 Generic queries Oct 2012 – Jul 2013 Oct 2013 – Jul 2014 on hotels 20,000 +3% 15,000 Thousand Impressions 10,000 135,119,964 131,230,792 5,000 0 Nov 2013 Mar 1 May Jul Sep Nov 2014 2 Mar May Jul Yandex, Aug 2014; wordstat.yandex.ru 14 User Interest Growth Dynamics in the Category by Region Russia CIS Russia (regions excluling Moscow and Saint-Petersburg) 160% 140% 120% 100% 80% 60% 40% 20% 0% 2011 2012/2011 2013/2012 2014/2013 (Q2) Yandex, Aug 2014; wordstat.yandex.ru 15 Interest towards Category in the Regions: CIS, Russia 275% 250% Russia (regions 225% excluding Moscow and St Petersburg Number of queries !" 200% CIS on hotels increased 175% Moscow and by 5% in CIS during St Petersburg Q2 2014 (compared 150% to Q2 2013), by 8% 125% in Russian regions, % Hotel QueryGrowth, by 2% in central 100% regions of Russia. 75% 2012-11 2012-11 2013-11 2012-01 2012-03 2012-05 2012-07 2012-09 2013-01 2013-03 2013-05 2013-07 2013-09 2014-01 2014-03 2014-05 2014-07 Yandex, Aug 2014; wordstat.yandex.ru 16 Interest towards category in Russian Regions Moscow + St-Petersburg Russia (regions excluling Moscow and Saint-Petersburg) 100% Share of queries from users !" 90% of the regions with the highest 80% internet penetration (Moscow 47% 48% 50% 52% 51% 52% 53% 53% 53% 53% 54% and Moscow region, St. 70% Petersburg and the Leningrad 60% region) is gradually reducing. 50% !" The audience is gradually 40% being reallocated in favor of 30% 53% 52% 50% the regions. 48% 49% 48% 47% 47% 47% 47% 46% 20% The total Moscow 10% and St. Petersburg share has 0% Autumn Winter Spring Summer Autumn Winter Spring Summer Autumn Winter Spring dropped from 47% to 46%. 2011 2011-2012 2012 2012 2012 2012-2013 2013 2013 2013 2013-2014 2014 Yandex, Aug 2014; wordstat.yandex.ru 17 Brand and category audience locations Queries on hotel booking, Queries on brand Hilton, TOP 20 cites TOP 20 cites Moscow 45.83% Moscow 56.42% Saint Petersburg 26.10% Saint Petersburg 22.44% 3.51% Yekaterinburg Yekaterinburg 3.32% 2.54% Rostov-na-Donu Kyiv 2.28% 2.38% Nizhny Novgorod Kaliningrad 2.01% 2.22% Kaliningrad Novosibirsk 1.75% 2.12% Novosibirsk Minsk 1.63% 1.78% Krasnodar Samara 1.56% 1.33% Vladivostok Voronezh 1.19% 1.32% Krasnoyarsk Perm 1.11% 1.27% Perm Krasnoyarsk 0.98% 1.26% Samara Istanbul 0.93% 1.23% Minsk Chelyabinsk 0.91% Kazan 1.14% Yaroslavl 0.91% Voronezh 1.03% Ufa 0.89% Omsk 1.01% Kazan 0.87% Tyumen 1.00% Rostov-na-Donu 0.27% Kyiv 0.99% Nizhny Novgorod 0.24% Khabarovsk 0.98% Krasnodar 0.22% Ufa 0.96% Saratov 0.08% 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 0 50,000 100,000 150,000 200,000 250,000 Yandex, Aug 2014; wordstat.yandex.ru 18 Brand Query Dynamics 19 Segment dynamics: Hotels 350,000 300,000 Impressions 250,000 Booking Tripadvisor 200,000 Trivago Roomguru.ru 150,000 Ostrovok.ru Agoda 100,000 Hotels.com Oktogo.ru 50,000 HRS Hros 0 Hotels-scanner.com Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul Yandex, Aug 2014; wordstat.yandex.ru 20 Variation of user interest 3,000 -42% Oct 2012 – Jul 2013 Oct 2013 – Jul 2014 2,500 2,000 1,500 Thousand Impressions 1,000 +36% 500 -13% +170% +100% +13% -7% +42% -32% -29% +194% 0 Yandex, Aug 2014; wordstat.yandex.ru 21 Destination popularity 22 The Most Popular Countries (Top-20, throughout the year) 30,000 Package and Non Package “Package” destinations 25,000 Other countries Thousands 20,000 15,000 10,000 5,000 0 Yandex, Aug 2014; wordstat.yandex.ru 23 Variation in Hotel Queries by Countries 25,000 +3% Oct 2012 – Jul 2013 20,000 Oct 2013 – Jul 2014 Thousands 15,000 +13% 10,000 +3% 5,000 -6% +5% -30% +6% -12% +3% -3% -19% -9% +743% -3% +12% +48% -8% +17% +2% +14% 0 Yandex, Aug 2014; wordstat.yandex.ru 24 Yandex (“Non-package”destinations except Russia) PopularTheMost Countries Thousands 1,000 1,500 2,000 2,500 500 , Aug2014; , 0 Ukraine wordstat.yandex.ru Italy Bulgaria Czech Republic Hungary France Vietnam Belarus India USA Abkhazia Germany China Dominican Republic United Arab Emirates Israel Finland Portugal Cuba Austria United Kingdom Mexico Estonia Poland Croatia Kazakhstan Latvia Netherlands Lithuania 25 Switzerland Seasonal Popularity of Destinations “Summer” Destinations “Off-season” Destinations 1,400 400 350 1,200 Thousands Thousands 300 1,000 Czech Republic 250 Belarus 800 France 200 USA Ukraine 600 Greece China 150 Bulgaria Israel 400 Cyprus Spain 100 Germany Tunisia Kazakhstan 200 Italy 50 Poland Montenegro Abkhazia 0 0 Summer Winter Summer Winter Summer Winter Summer Winter 2012 2012-2013 2013 2013-2014 2012 2012-2013 2013 2013-2014 User interest in category undergoes significant seasonal changes affecting its structure Wordstat.yandex.ru, data 2012 – 2014 26 Seasonal Popularity of Destinations “Winter” Destinations Leaders’ Dynamics 2,500 2,000 7,000 1,800 6,000 Thousands Thousands 2,000 1,600 Thousands Russia 1,400 5,000 1,500 1,200 UAE 4,000 Vietnam 1,000 India 3,000 1,000 800 Dominican Republic Finland 600 Turkey Egypt (rhs) 2,000 500 400 Thailand (rhs) 1,000 200 0 0 0 Summer Winter Summer Winter Summer 2012 Winter Summer 2013 Winter 2012 2012-2013 2013 2013-2014 2012-2013 2013-2014 User interest in category undergoes significant seasonal changes affecting its structure Wordstat.yandex.ru, data 2012 – 2014 27 Seasonal Popularity of Destinations Summer 2013 Autumn 2013 Winter 2013-2014 Spring 2014 Turkey Russia Turkey Turkey Russia Turkey Russia Russia Greece Egypt Egypt Egypt Egypt Thailand Thailand Greece Cyprus UAE UAE Hungary Spain Czech Republic Greece Thailand Ukraine Greece Spain Spain Bulgaria Cyprus Italy Cyprus Thailand Spain Czech Republic UAE Tunisia Ukraine India Italy Italy Italy Vietnam Ukraine UAE India Bulgaria Bulgaria Czech Republic Vietnam France Czech Republic Abkhazia France Ukraine Tunisia France Tunisia Cyprus France Montenegro United Arab Emirates USA Vietnam USA USA Dominican Republic USA Vietnam Dominican Republic United Arab Emirates Abkhazia Croatia Germany Tunisia Israel India China Germany Montenegro Yandex, Aug 2014; wordstat.yandex.ru 28 Top-20 Hotel Queries by Cities 5,000 “Package” destinations 4,500 Other countries 4,000 Thousands 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Side Sochi Belek Dubai Kazan Anapa Kemer Phuket Prague Pattaya Rhodes Sharjah Moscow Marmaris Budapest Hurghada Petersburg Gelendzhik Ekaterinburg Sharm-el-Sheikh Yandex, Aug 2014; wordstat.yandex.ru 29 Yandex (ClearIntention Bookto Online) Hotel Queries byCities Top-30 20,000 25,000 30,000 35,000 10,000 15,000 5,000 , Aug2014; , 0 Moscow wordstat.yandex.ru Saint-Petersburg Sochi Paris Prague Kazan Istanbul Pattaja Minsk Rome Barcelona Anapa Tallin Phuket Helsinki Yekaterinburg Kiev Vienna Dubai Berlin Riga Milan Munich Varadero countriesOther “Package” destinations Yalta Novosibirsk London Nizhny Novgorod Tenerife 30 Beijing Yandex Top-30 Hotel Queries byRussian Cities Top-30 Thousands 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 500 , Aug2014; , 0 Moscow wordstat.yandex.ru Petersburg Sochi Anapa Kazan Ekaterinburg Gelendzhik Nizhniy Krasnodar Rostov Yaroslavl Samara Novosibirsk Voronezh Rostov-na-Donu Volgograd Ufa Perm Krasnoyarsk Tyumen Chelyabinsk Vladimir Ryazan Kaliningrad Vladivostok Khabarovsk Saratov Irkutsk Omsk 31 Kostroma Yandex (Non-packagedestinations except Russian cities) Hotel Queries byCities Top-30 Thousands 100 200 300 400 500 600 700 800 900 , Aug2014; , 0 Budapest wordstat.yandex.ru Prague