Advertising (Kazakhstan market)

Main article: Economy of Kazakhstan

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2024: Advertising market growth by 50% to ₸760,5 billion

The Kazakhstani advertising market in 2024 showed an increase of 50%, reaching ₸760,5 billion (₽136,9 billion). Compared to 2023, the volume of advertising services in the country has increased both in absolute values ​ ​ and in the structure of the domestic market. Such data were published by the statistical service of Kazakhstan on March 4, 2025.

According to Qazstat, the country's advertising agencies provided services for ₸642,8 billion (₽115,7 billion), up 43.8% from a year earlier. The media placed advertisements worth ₸51,5 billion (₽9,3 billion), which is 4.6 times more than the same period in 2023, when this figure was ₸11,1 billion (₽2 billion).

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Фото: Freepik

Services for market research and public opinion research also showed significant growth - by 35.4% compared to 2023, reaching a volume of ₸66,1 billion (₽11,9 billion).

In the regional context, Almaty remains the undisputed leader, where advertising services were provided for ₸663,3 billion (₽119,4 billion), which is more than 87% of the total market volume. This high concentration is explained by the fact that it is in this city that the head offices of most large advertising agencies and media companies are located.

FMCG companies (manufacturers of consumer goods) remain the leaders in advertising investments in Kazakhstan, which account for more than 35% of all promotion costs. The banking sector is in second place with a share of about 22%, which is explained by high competition in the financial services sector. The third position is shared by telecommunications companies and e-commerce enterprises.

Among advertising channels, the largest increase in 2024 was shown by contextual advertising, the share of which increased by 30%. This is due to the high efficiency and measurability of the results of this tool. The second most popular tool remains targeted advertising on social networks, despite changes in the algorithms of popular platforms and restrictions imposed on some advertising formats.^[1]

2023: The volume of the media market of Kazakhstan overcame the mark of 100 billion tenge

In recent years, digital has taken a strong position in the investment structure in Kazakhstan, demonstrating a regular increase in the share of investments. This is mainly due to the popularization of online consumption and the development of e-commerce. Such information in August 2024 was shared by representatives of the digital hub Wunder Digital.

The volume of the media market in 2020 showed a fall of 5% due to the pandemic. Advertisers cut budgets taking into account the change in consumption. Thus, advertising campaigns in outdoor advertising, radio, indoor have decreased. The whole of 2021 went to a slow but confident recovery. And already in the next year, 2022, the media market was marked by positive dynamics - the results exceeded forecasts by 2%. At the end of 2023, the volume of the media market in Kazakhstan overcame the mark of 100 billion tenge.

"The growth driver was digital with + 56% vs 2022 dynamics and became segment# 1 in 2023. In 2024, growth is predicted to be at least 30%, half of it will be inflation," said Dmitry Grigoriev, CBDO Wunder Digital.

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