Internet Marketing News for September 2021: 5 Key Events

Contents:

• Cyberattack on Yandex: a record-breaking threat in the RuNet
• Testing Google Performance Max: Advertisers' Opinions
• AI Technologies from Sber: the Future of Copywriting
• Conversion Analysis: Podcasts as a Powerful Marketing Tool
• How Russians Perceive Voice AI: Results of a Neuro.net Study
• New Features of Yandex.Vzglyad: Testing Commercials
• Users Are Increasingly Taking Data Privacy Seriously, According to a Study Google
• New opportunity for sellers on Ozon: express delivery of goods
• Brief news: new trends and events

Cyberattack on Yandex: Record-Scale Threat in RuNet

According to the press service of Yandex, it became the victim of one of the largest cyberattacks in its entire history. This information was also confirmed by the reputable service Cloudflare, which has established itself as an expert in cyberthreat protection. The cyberattack on Yandex highlights the importance of ensuring cybersecurity for large internet companies and their users.

Our specialists successfully repelled a cyberattack with a record load exceeding 20 million requests per second (RPS). This event became the largest cyberattack recorded in the history of the internet. However, this attack is only one of many targeting not only Yandex but also other large companies around the world. The threats have been ongoing for several weeks, and the scale of this situation is unprecedented. According to preliminary data, the source of the attacks is a new botnet, information about which is still limited. We continue to monitor and protect our systems from such threats.

Significant cyberthreats are becoming a serious problem not only for individual companies but for the entire internet infrastructure. Cybersecurity experts strongly recommend that organizations improve their level of protection. This includes regularly updating servers and implementing modern threat detection systems. Such measures will help minimize risks and protect data, which is especially important in the context of constantly evolving cyber threats. Ensuring reliable cybersecurity is an essential aspect for the stable operation of a business and the protection of information.

In 2023, studies recorded a 30% increase in the number of DDoS attacks compared to the previous year, which underscores the importance of proactive measures to protect data and information systems. Given the increase in cyber threats, organizations need to implement modern security solutions. For more detailed information on current cybersecurity trends and protection methods, it is recommended to refer to resources such as Krebs on Security and the Cybersecurity & Infrastructure Security Agency (CISA).

Google Performance Max Testing: Advertiser Opinions

In 2023, Google began beta testing a new feature called Performance Max. This modern format of automated advertising campaigns allows advertisers to focus on creating engaging ads and targeting. Machine-learning-based algorithms manage bidding and ad placement. Performance Max helps optimize advertising efforts, ensuring more efficient use of budgets and maximizing target audience reach.

Performance Max covers various platforms, such as Google Search, Discovery, YouTube, and Gmail. This makes it a versatile digital marketing tool, allowing advertisers to effectively reach their target audience across multiple channels. With integration across multiple platforms, Performance Max optimizes your ad campaigns for maximum visibility and engagement.

According to data provided by Sber in the publication Sostav, the use of the Performance Max tool led to a 75% decrease in the cost per lead for online business loans compared to forecasts. SberMarketing notes that Performance Max significantly increases the effectiveness of advertising campaigns, especially for goods and services aimed at a wide audience. This tool allows you to optimize advertising costs and achieve better results in attracting customers.

Ekaterina Lapina, Head of Performance Advertising Projects at SberMarketing, believes that this algorithm is ineffective for highly specialized products. It requires a significant amount of data for training, which limits its applicability in niche market segments. Therefore, to achieve maximum marketing effectiveness, it is necessary to consider the specifics of the product and the target audience.

Completely abandoning traditional types of advertising campaigns in favor of Performance Max is not the optimal solution. Performance Max has a significant drawback: limited reporting. While Google is working to improve reporting for automated campaigns, the current capabilities remain fairly basic. Currently, it's impossible to accurately determine which creative delivers the best click-through rates. We hope for further improvements in this area, which will allow us to maximize the effectiveness of this advertising format," notes Vadim Zabeglov, CEO of the ZAMEDIA marketing agency. The advantages of this product lie in its high quality and reliability. It offers excellent functionality and ease of use, making it an ideal choice for users with a variety of needs. Thanks to modern technology, this product is durable and effective, saving time and resources. A user-friendly interface and the ability to customize it to individual preferences make it even more appealing. Furthermore, the availability of customer support ensures prompt resolution of any questions or issues. All these factors highlight the product's competitive advantages in the market. Disadvantages are an important aspect to consider when analyzing any product or service. They can significantly impact a consumer's purchasing decision. Some of the main disadvantages include low-quality materials, which can lead to rapid wear, and limited functionality that doesn't meet user needs. Furthermore, high prices can be a deterrent for many potential customers, especially if more affordable alternatives exist. Poor customer service is also a significant drawback, as a negative experience can reduce trust in the brand and affect its reputation. It is important to thoroughly research all the disadvantages to make an informed decision and choose the most suitable product or service.

Google Performance Max is an innovative advertising system designed to optimize advertising campaigns across various Google networks, including Search, YouTube, Gmail, and the Display Network. This platform uses machine learning to analyze data and automatically select the most effective advertising assets, allowing advertisers to achieve their business goals with minimal effort.

The main function of Google Performance Max is to combine all available advertising channels into a single campaign. Advertisers upload their creative assets, such as text, images, and videos, and the system automatically creates and tests various combinations of these assets. This allows us to find the most effective options for each target audience.

Furthermore, Google Performance Max uses user and behavioral data for targeting. The system analyzes which ads perform best for different audience segments and adjusts delivery in real time, significantly increasing the likelihood of conversions.

Google Performance Max thus offers advertisers the ability to spend their advertising budgets more efficiently by optimizing delivery and maximizing return on investment. Using this platform can lead to increased brand visibility and sales, making it an attractive tool for businesses of all sizes.

Performance Max uses machine learning algorithms to automatically manage bids and ad placement across various Google platforms. This tool allows you to optimize advertising campaigns, increasing their effectiveness through real-time data analysis. With the ability to cover a variety of channels, such as the search network, YouTube, and Gmail advertising, Performance Max provides wider access to your target audience. Using advanced technology, the system adapts to changes in user behavior and preferences, maximizing the results of your advertising investments.

Performance Max is suitable for various product types, including both physical goods and digital services. This advertising campaign is especially effective for businesses looking to increase reach and attract new customers. It works well with product catalogs, allowing for automatic optimization of impressions based on user behavior. Furthermore, Performance Max is suitable for brands looking to improve their performance in search engines, social media, and other Google platforms. Using Performance Max allows you to maximize ROI and increase your product's visibility online.

This tool is ideal for products aimed at a wide audience, as it requires a significant amount of data to function effectively.

AI technologies from Sber: the future of copywriting

Sber, in partnership with CopyMonkey.ai, recently introduced a new service that generates unique product descriptions based on their name and characteristics. This innovative technology uses a powerful generative neural network model, specially adapted for working with Russian-language content. The service significantly speeds up the process of creating descriptions and improves their quality, which is especially important for online stores and e-commerce platforms.

The system supports multiple languages ​​and successfully integrates with popular content management systems (CMS). It allows for bulk uploading of products, making it an ideal solution for online stores. The developers emphasize the creativity of artificial intelligence, offering users the ability to share interesting and unexpected results with friends. This not only improves customer interactions but also helps increase sales in your online store thanks to original and attractive offers.

Our team tested the new service by developing a description for a robot vacuum cleaner based on the characteristics of one of the models. The results are presented in the screenshot below. We strive to improve the quality of content and improve its visibility in search engines, which makes our descriptions more attractive to users and more effective from a SEO perspective.

The results of the testing showed the following conclusions.

• The system mentioned an arbitrary brand and model that were not listed in the specifications;
• Characteristics not declared by the manufacturer were added;
• According to Text.ru, the text was unique.

The tool shows promising results, but requires further development. The time spent editing generated texts can exceed the time required to create them from scratch. Eliminating the generation of non-existent characteristics and expanding the available tags is key. You should also consider implementing "stop words," which will help eliminate inappropriate phrases and improve content quality. Improving these aspects will increase the tool's efficiency and meet user requirements.

We are confident in the potential for further development of our service, as the automation of unique content generation is a promising area. Creating original texts using modern technologies opens up new business opportunities and improves content quality.

Anastasia Shestova, an expert in search engine optimization and the head of this department at InterLabs, has extensive experience in SEO optimization. She successfully develops strategies aimed at increasing website visibility in search engines, which helps attract a target audience and increase conversions. Under her leadership, the InterLabs team achieves high results in promoting various projects, introducing modern techniques and tools to achieve maximum efficiency.

Conversion Analysis: Podcasts as A powerful marketing tool

According to research by NCSolutions, 42% of podcast listeners purchase products advertised in this format, and 34% of them return for repeat purchases. These figures highlight the high effectiveness of podcast advertising campaigns. Furthermore, 23% of respondents note that podcast advertising plays a significant role in their purchasing decisions. This makes podcasts an attractive platform for brands looking to grow their audience and drive sales.

Experts predict that by the end of 2021, advertising spending by major brands in the consumer goods segment on podcasts could reach one billion dollars. Lance Brothers, Chief Revenue Officer at NCSolutions, emphasizes that this year will be a landmark one for the podcast industry. Growing interest in audio content and its ability to effectively engage audiences makes podcasts a key tool in marketing strategies. With increased investment in advertising, podcasts are becoming an important platform for brands looking to increase their visibility and strengthen their connection with consumers.

Podcast advertising is most effective in the categories of "clothing," "food and drink," "beauty and personal care," "technology," and "health and wellness." This allows brands to precisely target their audience's interests and effectively engage customers, which increases conversions and boosts sales. Using podcasts as an advertising platform is becoming increasingly popular, as they provide an opportunity to interact with the target audience in a relaxed environment. This way, brands can not only promote their products but also build trusting relationships with potential buyers.

Podcasts can attract audiences outside of their target group. An example is the podcast "Vika Business Chika," where host Vika Moldavskaya, founder of the jewelry brand Viva La Vika, was able to attract a client from a different age group. This client made a purchase of 500,000 rubles based on her liking for the host. This case illustrates that podcasts can not only increase sales but also expand the customer base, allowing brands to go beyond traditional marketing strategies. Using podcasts as a tool for attracting new audiences can significantly increase brand awareness and loyalty.

According to Vlad Aganov, Creative Director of the podcast publishing house KULTBAZA and author of the YouTube project "Interesting Podcast," podcasts offer brands unique opportunities to expand their audience. The podcast format allows companies not only to convey their ideas to new listeners but also to establish a deeper connection with existing customers. Using podcasts, brands can effectively convey their values ​​and tell stories that leave a lasting impression on the audience.

How Russians perceive voice AI: results of a Neuro.net study

A study by Neuro.net provided new data on Russians' perception of voice artificial intelligence. The survey revealed that modern society actively uses digital assistants in everyday life. Study participants noted that voice technologies are becoming an important part of their interactions with digital devices, indicating a growing interest and trust in artificial intelligence. This opens up new opportunities for the development of technology and its integration into various areas of life.

According to the study, approximately 80% of respondents interact with voice assistants such as Siri, Alice, and Marusya. Moreover, 34% of respondents communicate with automated call center systems, and 27% hear voice assistants offering services over the phone. This demonstrates the growing popularity of voice technologies and their integration into users' daily lives. Voice assistants are becoming an important tool for interaction between people and technology, as well as for businesses seeking to improve customer service and increase the effectiveness of communication.

Russians are increasingly trusting robots to perform various tasks. The most popular functions are providing technical support in simple situations, supported by 48% of respondents, sending advertising messages, preferred by 45%, as well as providing information about product availability in stores and assistance in finding products. This demonstrates growing trust in automation and artificial intelligence in everyday life.

According to surveys, 30% of Russians are still unwilling to interact with robots. However, 43% of them would reconsider their attitude if the communication style and voice timbre of artificial intelligence resembled those of humans. This underscores the need to develop more natural and user-friendly voice interfaces that can improve the interaction between people and technology. The creation of such interfaces can significantly increase user trust and interest in robots and AI technologies in general.

Vadim Zabeglov, CEO of the ZAMEDIA marketing agency, emphasized the importance of time in the modern world and the role of voice assistants in optimizing it. Artificial intelligence is already capable of not only choosing restaurants but also reserving tables. However, according to Zabeglov, these are only the first steps in using technology. In the future, we can expect the emergence of more complex and useful functions that will significantly simplify our lives.

The study results confirm the growing popularity of artificial intelligence technologies in Russia. It is necessary to continue to develop and improve the interaction between humans and machines to make these technologies more accessible and useful for a wider range of users. The integration of artificial intelligence into various areas of life will help to increase the efficiency of processes and improve the quality of services.

New Yandex.Vzglyad Features: Testing Commercials

The Yandex.Vzglyad service has introduced a new tool for testing prototypes of commercials. Users can now upload sketches created using hand-drawn frames, which are accompanied by rough voiceover and music. This solution allows you to evaluate the reaction of the target audience to advertising ideas even before full-fledged video production begins, which significantly saves business time and resources. The ability to pre-test helps increase the effectiveness of advertising campaigns and improve the quality of the final product.

Mini-tests in Yandex.Vzglyad provide advertisers with the opportunity to effectively select actors, approve slogans, and select visual images for their advertising campaigns. Research can take from several hours to several days, depending on the selected target audience. This allows for a tailored approach to each project, ensuring maximum effectiveness of advertising materials and meeting consumer expectations. Thus, the use of mini-tests contributes to the creation of more targeted and successful advertising strategies.

Despite promising results, the tool still requires further refinement, notes Vadim Zabeglov, CEO of the marketing agency ZAMEDIA. He encourages creative agencies and video production studios to test the tool, but cautions against relying entirely on its findings. This tool can only roughly estimate the audience's reaction to a video after it is published, so it is important to use it in combination with other analysis methods.

Using prototype testing in Yandex.Vzglyad is a key stage in the preparation of advertising campaigns. This approach helps avoid unnecessary costs and better understand the needs of the target audience. Effective prototype testing allows you to identify user preferences, optimize advertising materials, and increase conversion. Incorporating this practice into the development of advertising strategies contributes to more accurate targeting and improves the overall effectiveness of campaigns.

Users are increasingly serious about data privacy, according to Google research

According to a recent Google study, more than 70% of European residents are actively concerned about their privacy online. Many of them regularly clear cookies and browser history, disable geolocation features when not in use, and choose services that provide reliable protection of personal data. This highlights the growing importance of security issues in the digital space and users' conscious approach to protecting their information. Given these trends, companies must focus on developing secure solutions to meet users' needs for privacy and security online.

This study highlights the importance of privacy in today's digital space. According to Google, users are becoming increasingly aware of the risks associated with personal data breaches and are taking active steps to protect it. With increasing digitalization, issues of personal information security are becoming more pressing. The topic of privacy is constantly growing in relevance, highlighting the need to inform users about ways to protect their data online.

Google provides guidelines for web developers and service owners regarding informing users about the collection of their data. It is important to ensure transparency by explaining what data is collected, how it will be used, and what measures are taken to protect it. This approach promotes user trust and respect for privacy, which is key to the successful operation of online services.

In today's digital world, where data breaches are commonplace, privacy issues are becoming not just relevant but vital. According to a Pew Research Center study, 79% of American users express concerns about how companies handle and use their personal data. This underscores the need for increased attention to protecting confidential information and transparency in how organizations handle user data. Given growing cybersecurity threats, companies must implement robust security measures and inform customers of their privacy policies.

New opportunity for Ozon sellers: express delivery of goods

Ozon is launching a new auction format for selecting suppliers, opening up the opportunity for sellers to offer their goods through the express delivery system. Auction winners will be able to place their products in Ozon Express warehouses, ensuring fast delivery and increasing the visibility of their products among buyers. This innovative approach not only helps to increase the product range, but also improves the quality of customer service on the Ozon platform.

The marketplace independently determines the categories of goods participating in the auction. The focus is on high-volume products that users require as quickly as possible. These products include cosmetics, electronics, household goods, pet supplies, and children's products. Participating in the auction allows buyers to obtain in-demand items at better prices, making the platform attractive to a wider audience.

The Ozon Express model is similar to the FBO (Fulfillment by Operator) system, in which goods are stored in Ozon warehouses. However, the main difference is that the initiative to submit delivery requests comes not from sellers, but from the express delivery service itself. This allows Ozon Express to more effectively manage the delivery process and ensure a rapid response to customer requests. This approach improves logistics and increases customer satisfaction, as it optimizes inventory and speeds up delivery times.

This model brings significant benefits to all parties involved. For Ozon, this means increased traffic and increased customer loyalty. Sellers have the opportunity to increase sales and revenue, since a large proportion of orders are placed impulsively. Users, in turn, get the opportunity to promptly receive their orders, which improves their shopping experience.

Anton Larin, CEO of the XWAY service, claims that this approach provides retail companies with unique opportunities and significantly improves the quality of the user experience. The implementation of modern technologies and innovative solutions helps improve interaction with customers, which, in turn, contributes to increased sales and a stronger market position.

Brief news: new trends and events

Yandex Corporation announced its intention to acquire Uber's stakes in strategically important areas. The total value of the deal is US$1 billion. As part of this agreement, Yandex will receive stakes in such segments as Food, Shop, Delivery, and self-driving cars. This acquisition underscores Yandex's commitment to expanding its market presence and strengthening its position in key areas of digital services and technology.

According to a Google report, older Russians spend an average of 2.5 hours a day online. This time is significantly less than the amount they spend watching television, indicating a shift in digital habits among the older generation. These data highlight the growing importance of the online space for older adults, opening up new opportunities for businesses and marketing targeting this audience. Given the growing interest in the internet among older Russians, it is important to consider their needs and preferences when developing content and services to effectively engage with this target group.

Government authorities will allocate 41 million rubles to develop a system for monitoring personal data violations. A tender for the creation of this system was announced by a subsidiary of Roskomnadzor and posted on the public procurement platform. This project aims to strengthen compliance with personal data protection laws and improve the security of citizens' information.

According to research by AudioMob, 75% of mobile gamers prefer audio advertising, which is 10 times more effective than traditional banners. Audio advertising is becoming a key tool for reaching target audiences in mobile games, ensuring higher levels of engagement and brand recall. This makes it an essential element of advertising strategies for game developers and marketers seeking to improve their effectiveness in today's market.

The advertising market in Russia has again reached pre-pandemic levels. According to information from the Association of Communication Agencies of Russia, approximately 90% of advertising budgets are invested in television and online platforms. This indicates a growing interest in digital channels and traditional media, underscoring the importance of an integrated approach to advertising strategies.

Roskomnadzor is initiating a new project to filter photos and videos using artificial intelligence technologies. The system, dubbed "Oculus," is designed to detect and remove illegal content. A tender with a budget of 15 million rubles was announced for the development of this system. The new technology is aimed at improving online security and protecting users from inappropriate content.

In Russia, as part of the fight against tax evasion, a digital tax is planned for foreign IT companies. According to PwC forecasts, the introduction of this tax could generate over $100 million in revenue for the country's budget. This initiative is aimed at increasing tax revenue and creating a fair playing field for all market participants.

The annual Gemius rating has identified the best advertising videos on the RuNet. This list includes works by such brands as KinoPoisk, PepsiCo, HeadHunter, Mondelēz, Okko, and the TASS news agency. The rating reflects current trends in video advertising and highlights companies' creative approaches to attracting audiences. Gemius' findings provide important guidance for advertisers and marketers looking to improve the effectiveness of their video campaigns in the digital space.

A recent CMO Survey found that 66% of marketers forecast budget growth for 2023. The most positive sentiment comes from those in the Food & Beverage category, where 85% expect increased investment, and from those in the financial sector, where 72% are confident of budget growth. These data highlight the optimism surrounding marketing strategies and companies' willingness to invest in the development and promotion of their products.

The Russian State Duma is considering tightening legislation in response to Google's actions, which were perceived as ignoring Roskomnadzor's requirements. This could lead to significant changes in the regulation of Internet companies operating in Russia and increase the responsibility of foreign services for compliance with local laws.