VTB and Rostelecom stocked up on advertising – Newspaper Kommersant No. 189 (7390) dated 12.10.
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VTB and Rostelecom, through their joint venture Platforma, received 50% in the MediaSniper platform. The parties agreed on the deal last year, but in the spring, according to Kommersant’s interlocutors, it was frozen due to MediaSniper’s loss of foreign advertisers’ budgets. Market participants estimate the purchase in the amount of up to 1 billion rubles. “taking into account the crisis.” After the departure of Google inventory from the Russian Federation, domestic platforms can hope for growth, but large advertisers are sometimes afraid to invest in them, preferring the products of large IT ecosystems, experts warn.
JV VTB and Rostelecom Platforma (Big Data Platform LLC, PBD) became the owner of 50% of Programmatic Ecosystems LLC, which manages the MediaSniper advertising platform, Kommersant was told in the companies. According to SPARK-Interfax, the remaining 50% belongs to MediaSniper founder Dmitry Turkevich. The amount of the transaction is not disclosed.
MediaSniper is one of the Russian programmatic platforms (they allow you to purchase advertising not directly from sites, but through a special system and taking into account the parameters of the target audience). The revenue of Programmatic Ecosystems LLC in 2021 amounted to 591 million rubles, net profit – 65.6 million rubles. Founded in March 2020, PBD is equally owned by Rostelecom’s subsidiary Commit Capital LLC and the VTB Digital Investments fund. PBD sells geoservices and other business products based on big data from VTB, Rostelecom, Tele2 and other partners, including developing advertising services. PBB revenue in 2021 amounted to 6 million rubles, net loss – 267 million rubles.
PBB expects to quickly take a significant share in the online advertising market through joint products with MediaSniper, promising to preserve the company’s brand.
The intention to acquire a stake in MediaSniper in PBB was discussed back in April 2021. According to Kommersant’s sources, in the spring VTB froze the deal, which was due, among other things, to the loss of a significant share of MediaSniper’s revenue due to the departure of international clients (Henkel, Bayer, Bosh, LG, etc.). Platforma clarifies that “the client portfolio has changed a lot, but MediaSniper’s turnover is higher than the same period in 2021.”
According to market participants, the loss of foreign budgets could affect the value of the asset. “The evaluation of a media agency is based on the formula 4–5 EBITDA. Under the current situation, a normal estimate would be 1–1.5 turnovers,” says Genius Group CEO Gennady Nagornov. But, if the losses were quickly compensated by the Russian budgets, the conditions, if they changed, then not much, he says. The founder of Segmento, Roman Nester, estimates the deal at up to 1 billion rubles.
According to the head of the research direction of the publication Irina Pustovit, Platforma has not been included in the AdIndex ratings of programmatic platforms until recently, but according to the results of the transaction, it can count on positions comparable to MediaSniper. The publication in June estimated the company’s share in the segment at 15.7%, which corresponded to 20th place. With the departure of Google inventory, large clients began to transfer budgets to sites that have functionality of a similar technological level, says Dmitry Fedoseev, managing director of Hybrid Russia. “If colleagues can create a similar product, it will be easier to get a significant share,” he notes.
According to AdIndex, based on Digital Budget data, in 2021 the programmatic purchasing market on the Internet amounted to at least 24.3 billion rubles. In 2022, due to the departure of DoubleClick (Google) and Criteo, it will fall by 15-25%, Irina Pustovit believes. Against the background of the departure of foreign platforms, domestic ones are becoming more attractive, Roman Nester notes. “The strongest programmatic was Google Ad Manager, all the major agencies worked on it. Now the demand for domestic platforms will increase dramatically,” he says. But Roistat co-founder German Gavrilov believes that large advertisers “are not inclined to trust local platforms”, preferring ecosystem products.
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