What do you do if you are a market leader in social networking? You will try to leverage your position and maximize revenues. The leading Russian social network, Vkontakte.ru, which has more than 25 million registered users and 7 million daily users, is going to launch its own contextual advertising service in summer 2009, reported business daily newspaper Kommersant. Vkontakte could generate some $7 million from contextual ads per year, the newspaper suggested. The context ad service shall have a demographical, geographical, and behavioral sorts of targeting.
The other leading Russian social network Odnoklassniki.ru uses Begun to power context ads on the site.
In July 2008, Vkontakte started selling display advertisements via an exclusive contract with Media Plus, a sales house that is owned by a Russian outfit of French radio and media group Lagardere. Among the visitors of top Russian web properties, Vkontakte.ru had the strongest engagement, according to comScore. The visitors of Vkontakte.ru spent an average 7.5 hours on the site, which is several times more than the visitors to any other site.
Vkontakte.ru was launched by the brothers Pavel and Nikolay Durov in fall 2006. The leading Russian internet investor Digital Sky Technologies (DST) owns a significant minority stake in Vkontakte.