Mobile advertising (Russian market)

Main article: Internet advertising (Russian market)

2024:10 largest agencies in Russia for advertising in mobile applications

In mid-May 2025, Go Mobile presented an annual rating of the largest mobile advertising agencies in Russia by revenue. According to the results of the study, in 2024 the mobile agency market showed growth of 21% compared to 2023, despite the continuing shortage of advertising equipment. The first three places in the ranking were taken by the following companies:

1. Go Mobile with revenue of ₽5,4 billion.
2. Rocket10 with revenue of ₽4,5 billion.
3. MobiAds with revenue of ₽3,5 billion, which was able to remove Visible from the third position.

Visible, which ranked third in 2023, dropped to sixth position in 2024. The remaining agencies included in the top ten market leaders were not listed in the presented material, but the overall rating includes the 24 largest mobile agencies in Russia.

Market analysis shows that the share of the top 3 mobile agencies is 49% of the entire market, increasing from 42% in 2023. This fact indicates the increasing consolidation of mobile advertising budgets among the largest players in the industry.

MobiAds Business Development Director Fedor Golubentsev explained the company's success as two key factors. Firstly, the cohesive work of internal teams at all stages - from attracting a new business to client service. Secondly, the presence of one of the largest media-banking resources in Russia, numbering more than 100 bars, which is especially in demand in the context of market transformation and the redistribution of media deposits in favor of more transparent traffic sources.

Borscht Commercial Director Georgy Tsomaev connects the company's revenue growth with a systematic approach to business, in which the result does not depend on specific people or channels, and the goal is always above the tools to achieve it.

The main drivers of the development of the mobile advertising market in 2024 was the growth of mobile e-commerce - 76% of all online sales in Russia are generated through mobile applications. Also an important factor is the low level of media inflation in the mobile segment, which in 2024 amounted to less than 5%, which is the lowest among all marketing channels.^[1]

2020: GPMD and Mediascope log on to Hyper mobile video network

On February 13, 2020, the company of the Russian video advertising market GPMD (Gazprom-Media Digital, a subsidiary of NSC) announced the sale of advertising equipment for a mobile video network, the coverage of which will be confirmed by Mediascope. From March 2020, Mediascope begins supplying data on the audience of the Hyper mobile advertising network (GPMD partner) in large cities of Russia. Read more here.

2019: Market growth 20% to $1.1 billion

Mobile online advertising Russia in 2019, according to PwC, increased by 20.2% compared to the previous year and amounted to $1.1 billion. USA The share of mobile advertising occupies 30% of the total market volume. In the forecast period until the end of 2024, it will grow at an accelerated pace compared to other segments. The market is expected to reach $1.9 billion by the end of 2024. The United States, a CAGR of 11.3%.

Further growth will be associated with an increase in the consumption of digital media from mobile devices and, in particular, video content. The rollout of networks 5G in the near future will also boost consumption of increasingly "heavy" content on mobile devices such as movies 4K in and video ads.

2016: GPMD unveils new ad format - interactive button

On August 15, 2016, Gazprom-Media Digital (GPMD) launched a new advertising format for mobile Internet and mobile applications. The interactive button located on top of the content of the application or the mobile version of the site (First Layer Interactive Button) was the first of the seller products in the line of solutions for mobile advertising.

The fundamental difference between an interactive button and existing mobile advertising formats is that it does not take up a certain, strictly fixed place on the site or in the application. The button is "layered" on the content of interest to the user, adapting to a specific mobile site or application. The area of ​ ​ the button does not exceed 30% of the screen area, which reduces the level of irritation of the user.

The advertiser can customize the appearance of an interactive button for any of the parameters that Gazprom-Media Digital already uses for all its other formats. Targeting is possible by the socio-demographic characteristics of users, their mobile provider, etc.

Interactive buttons are already available in mobile versions of such platforms by this time as timeout.ru, onfit.ru, hi-fi.ru, vklybe.tv, ivi.ru, film.ru, cars.ru, imhonet.ru, newsland.ru. and dozens of others. According to GPMD, the coverage of partner sites already reaches 38% of all Runet users.

BrainRus is responsible for the development and support of the new format.

"In a situation where more and more users are switching to a mobile environment, standard advertising formats are not enough," said Alexey Lopatik, commercial director of Brainrus. "Our new format offers the user a fresh way of communication, while we reduce the intrusiveness of the format as much as possible due to relevant, thoughtful targeting."

The first advertiser to test the new mobile format was Unilever: interactive buttons were used in Cornetto, Magnat and Forest Balm campaigns.

"The mobile channel is one of the focal channels in our communication media. In this regard, we are open and always happy about innovations that meet not only trends and new opportunities for interaction with the audience, but also confirmed by their effectiveness. The first tests of the interactive button in comparison with standard mobile banners showed CTR 2 times higher, a low failure rate and a double increase in the time of presence on the brand's website, "commented Anton Afanasyev, senior digital manager of Unilever.

The proposal of the new format is one of the first steps of the GPMD as part of the development of the product line in the mobile advertising segment.

"This year, our main efforts are concentrated on the preparation and launch of new products in the segment of mobile advertising, the most promising and dynamically developing," recalls Sergey Korenkov, director of business development at Gazprom-Media Digital.

2015: eMarketer: Mobile advertising market in Russia to grow by 120% in 2015

The mobile advertising market in Russia in 2015 will grow by 120%, but the share of this segment in the overall Russian advertising market remains small compared to other countries of the world, according to a study by eMarketer^[2].

According to analysts, this year advertisers in Russia will spend $430 million on mobile advertising, which will amount to 19% of all digital advertising costs. And in 2019, most of the digital advertising expenses (55.3%) will go to the mobile direction.

Nevertheless, Russia lags behind in the growth of the share of mobile advertising in advertising costs on the Internet. For example, in South Korea this year 54.4% of all advertising budgets of the Internet segment will be spent on mobile devices, in the United States the share of mobile advertising will be 51.9%. The global average is 42.3%.

According to eMarketer's forecast, in 2015 the total advertising market in Russia will amount to $8.55 billion, and by 2019 it will grow to $10.78 billion. The Digital Signage market will grow from $2.27 in 2015 to $3.27 in 2019.

According to experts, Russia only by 2019 will exceed the threshold of 30% in the cost of Internet advertising from the total volume of advertising budgets, but in the world as a whole, 29.9% of advertising spending will go on Digital Signage in 2015.

2013

J'son & Partners Consulting: Market Size $97.3 Million

According to J'son & Partners Consulting experts, the Russian mobile advertising market will amount to $111.8 million in 2014, which is 15% higher than in 2013 - $97.3 million.

According to the agency's forecasts, the mobile advertising market in Russia has a positive trend and by 2017 it will be estimated at more than $243 million.

ZenithOptimedia forecast: $78 million in 2014

December 2013:

first time in the global forecast, we have separately affected mobile advertising. We expect this new channel to develop quickly enough. In the coming years, the new media will become the fastest growing in terms of growth in advertising investment, as it was with non-broadcast channels and the Internet a few years ago. The Internet, having the smallest share in the total media mix in the past, is now the second largest investment. We predict such rapid development for the mobile advertising segment in the Russian market. If in 2010 investments in mobile advertising in Russia amounted to $12 million, then already in 2014, according to our forecasts, they will amount to $78 million, and in 2016 they will reach $137 million. It is expected that advertisers' marketing strategies will pay more and more attention to the new communication channel, "said Rupert McPetrie, CEO of ZenithOptimedia Russia &^[3]

2012: J'son & Partners Consulting: Market Size $60.8 Million

According to experts of the analytical agency J'son & Partners Consulting (Jason & Partners Consulting), the volume of the Russian mobile advertising market in 2012 will amount to $60.8 million, and by 2015 the market will increase to $215.8 million.

The largest segment of the market is advertising in messages, which occupies 60% of the mobile advertising market. SMS mailings occupy the maximum share of all mobile advertising channels and in the structure of operators' income from mobile advertising, analysts say. However, according to J'son & Partners Consulting experts, this segment will lose market share, although it will remain the largest segment in the period until 2016.

At the same time, J'son & Partners Consulting experts predict a significant increase in advertising in applications, which implies the ability to integrate the advertising message according to the specified conditions of the advertiser.

The main feature of the Russian mobile advertising market, according to agency experts, is that mobile operators independently sell advertising to end customers. Analysts distinguish four types of participants in the Russian mobile advertising and marketing market:

• mobile operators,
• players of media and contextual online advertising,
• services and content providers, and
• mobile advertising agencies.

The main drivers of the mobile advertising market are the spread of 3G, LTE and the expansion of smartphones, analysts say. According to J'son & Partners Consulting, smartphones accounted for 27% of total mobile phone sales in the first half of 2012. At the end of 2012, Russia will have 27.2 million smartphone users, which is more than 2.7 times higher than in 2010.

2010: MTS forecast: RUB 2.85 billion in 2015

In May 2010, the vice president MTS of commercial affairs Gerchuk Mikhail spoke at the 42nd IAA World Congress. In his speech, he spoke about the prospects for the development of mobile advertising in the Russian Federation.

1. Due to high growth rates, the volume of the Russian mobile advertising market will increase to RUB 2.85 billion by 2013 from 0.2 billion in 2009 (for a realistic scenario, see below for more details on market development scenarios). Starting from 2011, the mobile advertising market in the Russian Federation will enter the phase of explosive development, which is characterized by a combined average annual growth rate (CAGR) until 2013 at the level of 70-100%.

The volume of the Russian mobile advertising market in 2009-2013 (realistic scenario, billion rubles) and the market structure in 2013

Source: Informa, MTS assessment.

At the first stage, until 2012, the market will grow mainly due to an increase in the volume of messaging (SMS/MMS advertising, system messages, etc.).

At the second stage, in 2012-2013, the market growth will occur mainly due to the development of the mobile Internet as the main delivery channel for mobile advertising. During this period, the share of tariff plans with unlimited mobile Internet access will reach about 30%.

2. Structure of the mobile advertising market: By 2013, Internet sites and other players will occupy about 60% of the market due to the development of mobile versions of their portals. The remaining 40% of the market will be accounted for by products of mobile operators (WAP portals, IVR, RBT, USSD requests, SMS, MMS, etc.).

3. Market Outlook:

• In 2011, due to clearly targeted mobile advertising, subscribers of mobile operators will receive advertising offers only in their areas of interest.
• By 2012, the response (CTR, click-through rate) on mobile advertising will more than 10 times exceed the response on other media channels: TV, outdoor advertising, press, radio, the Internet.
• By 2013, some tariff plans and services through advertising funds will be provided free of charge by mobile operators.

4. Advertising channels MTS today offer coverage of 10 million subscribers and include the following areas:

• SMS mailing to MMS portal users
• Sending SMS to users of the portal wap.mts.ru
• Sending SMS to GOOD'OK users
• OMLET Portal
• MTS WAP Portal

In the coming year, MTS will offer advertisers new promising channels:

• System messages (balance request, missed call reminder) - reach 50 million subscribers
• Web Download Ad - Mobile Pages - Reach up to 9 million subscribers

The market forecast in 2010-2013 is calculated in three scenarios with different average annual growth rates, depending both on the state of the Russian economy and on the development of new media channels competing with mobile advertising. As mentioned above, according to the realistic scenario According to the conservative scenario, by 2013 the market volume will increase to 1.90 billion rubles; under the optimistic scenario, the mobile advertising market could expand to 3.84 billion.

See also

• Mobile Advertising (Global Market)
• Advertising (Russian market)

Notes