Advertising revenue of the social network of OK increased by 25%
Social network OK showed increased of advertising revenues by 25% in comparison with the year 2015, without increasing the amount of advertising. As reported in the official blog of the social network, increased revenues from mobile advertising formats. Mobile advertising increased by 29%.
So, income from video advertising for the year increased by 108%. The effectiveness of advertising placed through myTarget, one for resources Mail.Ru Group advertising platform, showed an increase of 86%. Such dynamics became possible due to the increase in mobile audience of the social network and the rapid increase in the popularity of the videos in OK, increase the effectiveness of advertising formats, new advertisers and successful projects on the site.
Elina Isagulova, commercial Director Mail.Ru Group:
The strengths of OK-- great coverage, very receptive to new formats, the audience and the rapid growth of video. For social networks with large and different age and preferences of the audience, it is important to seamlessly integrate native formats and effectively use what users pay the most attention. In the case of this video. During the year we were able to double the revenue from video advertising, and the figures speak for themselves.
The structure of income OK still consists of three parts: IVAS (paid services, gifts, invisible, stickers etc.), advertising and games (revenue share).
In 2017 OK will continue to develop promotional tools to increase efficiency, and increase opportunities for advertising in video formats. Plans to make a video not only a tool of building coverage, but also an effective tool for performance-advertisers.
The revenue of VK (social network, also owned by the holding company Mail.ru Group) at the end of 2016 increased by 43.4%, to 8.9 billion rubles. In addition, the monthly audience of the social network reached a record value of 95 million people.