We’ve just returned from a trip to Moscow to visit our Russ­ian part­ner, iCon­Text, and wanted to share some excit­ing devel­op­ments for Effi­cient Fron­tier in the Russ­ian mar­ket.  ICon­Text (icon​text​.ru) have been an exclu­sive part­ner of Effi­cient Fron­tier since ear­lier this year and the growth we’ve seen so far has been fantastic. 

We had the oppor­tu­nity to present at an iCon­Text event on Fri­day talk­ing about the suc­cess of our part­ner­ship so far cov­er­ing both Search and Face­book.  Of par­tic­u­lar inter­est was the work we are doing inte­grat­ing Yan­dex cam­paigns into our plat­form.  Yan­dex is by far the most pop­u­lar search engine in Rus­sia con­trol­ling an esti­mated 65% of the search mar­ket leav­ing Google a dis­tant sec­ond.  Our plat­form has been inte­grated with Yan­dex for some time and we’re now work­ing on launch­ing our port­fo­lio bid opti­mi­sa­tion to the Yan­dex mar­ket­place to help adver­tis­ers get more returns for their campaigns.

Clients such as Dostavka, Wiki­mart and Biglion all spoke about the increased per­for­mance they have expe­ri­enced since migrat­ing to the Effi­cient Fron­tier plat­form.  Biglion, one of the largest daily deals sites in Rus­sia, referred an increase in sub­scrip­tions of more than 50% and Dostavka, a large e-commerce site, described how EF opti­mi­sa­tion has increased orders by over 100%!

In addi­tion to search there was a lot of inter­est in our Face­book plat­form.  The Social Net­work­ing scene in Rus­sia is dom­i­nated by local player Vkon­takte leav­ing Face­book with just 4.5 mil­lion users.   How­ever the lim­ited reach has done noth­ing to stop adver­tis­ers want­ing to launch adver­tis­ing cam­paigns on the net­work.  We expect access to our Face­book plat­form to accel­er­ate the efforts of Russ­ian adver­tis­ers who are start­ing to ramp up their social marketing. 

Rus­sia now has the sec­ond high­est num­ber of inter­net users in Europe and that num­ber is grow­ing at over 40% year on year.  With the Russ­ian online adver­tis­ing mar­ket set to grow at well over 30% next year to over $1 Bil­lion, 2012 promises to be a very excit­ing year for both iCon­Text and Effi­cient Frontier.

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Phil Dance — Direc­tor, Inter­na­tional Part­ner Development

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