Assessment of Penetration and Use of Geotargeting and Hyperlocal Targeting at Russian Media Market

For citation: Pershina E.D. (2019) Otsenka proniknoveniya i ispol'zovaniya geotargetinga i giperlokal'nogo targetinga na rossiyskom mediarynke [Assessment of Penetration and Use of Geotargeting and Hyperlocal Targeting at Russian Media Market]. Mediaskop1. (in Russian). Available at: http://www.mediascope.ru/2521

DOI: 10.30547/mediascope.1.2019.1

© Elena D. Pershina

PhD Student at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Manager at Yandex (Moscow, Russia), firstlena@mail.ru

Abstract

In this article, we will try to assess how much geotargeting, and in particular, hyperlocal targeting, has penetrated the Russian media market and much it affects. To do this, we selected the largest resources in Runet according to TNS Web Index mobile audience and studied their capabilities of this type of targeting. This topic is very relevant, in KPCB 2017 international research, the use of hyperlocal targeting stands out as one of the main trends. We found that a lot of large Russian content sites supported the trend of geotargeting in advertising. At the same time, the trend of hyperlocal advertising targeting by most players is not yet supported. We believe that such hyperfocal segmentation is often not justified due to limitations in the audience and is not yet repaid even for many of the largest resources. In addition, the market is still dominated by desktop traffic and desktop users, which are most difficult to target on the basis of hyperlocal. Although trends for the mobile audience can predict future changes.

Keywords: business model, geodata, geotargeting, hyperlocality, hyperlocal targeting.

Notes

Internet Trends 2017 – Code Conference, Mary Meeker, May 31, 2017. Available at: https://www.kleinerperkins.com/perspectives/internet-trends-report-2017

Introducing Live Location in Messenger. Available at: https://newsroom.fb.com/news/2017/03/introducing-live-location-in-messenger/

Proniknovenie Interneta v Rossii: itogi 2017 goda [Internet Penetration in Russia: Results of 2017]. GfK. January 2018 . Available at:
http://d-russia.ru/wp-content/uploads/2018/01/GfK_Rus_Internet_Penetration_in_Russia_2017-2018.pdf

TNS Web Index «Mobil'naya auditoriya, may 2017, Rossiya 700 000+» [TNS-Web-Index "Mobile Audience, May 2017, Russia 700 000+"]. Available at: https://mediascope.net/data/?FILTER_TYPE=internet

https://www.facebook.com/help/android-app/115298751894487

https://www.facebook.com/help/android-app/291236034364603

References

Hu Y., Farnham S.D., Monroy-Hernández A. (2013). Whoo. ly: Facilitating Information Seeking for Hyperlocal Communities Using Social Media. In: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, pp. 3481−3490.

Metzgar E.T., Kurpius D.D., Rowley K.M. (2011) Defining Hyperlocal Media: Proposing a Framework for Discussion. New Media & Society 13: 772−787. DOI: 10.1177/1461444810385095

Paulussen S., D'heer E. (2013) Using Citizens for Community Journalism. Findings from a Hyperlocal Media Project. Journalism Practice 7 (5): 588−603. DOI: 10.1080/17512786.2012.756667

Shaw D. (2007) Really Local: Gannett and Other Media Companies Are Embracing 'Hyperlocal' Web Sites as a New Way of Engaging Fleeing Readers. American Journalism Review 29 (2): 54. 

Vyugina D.M. (2016) Tsifrovye strategii mediabiznesa v usloviyakh izmenyayushchegosya mediapotrebleniya [Media Consumption as a Key to New Digital Strategies in Media]. Mediaskop 4. (in Russian). Available at: http://www.mediascope.ru/2233