Online advertising (Russian market)

Main article: Advertising (Russian market)

Unified Internet Advertising Accounting System

Main article: UIS URI (Unified system of advertising accounting on the Internet)

Mobile advertising

Main article: Mobile advertising (Russian market)

Social advertising

Main article: Social advertising

2024

Russian President Vladimir Putin forbade taking into account advertising costs on the Internet when determining the tax base. Previously, companies could save on this

At the end of November 2024, Russian President Vladimir Putin signed a law on adjusting the taxation of IT organizations. The document, in particular, provides for a change in the procedure for accounting for advertising costs.

Putin forbade taking into account advertising costs on the Internet when determining the tax base

Before the amendments, advertising expenses were taken into account when determining the income tax base, which made it possible to reduce it. At the same time, from September 1, 2022, mandatory labeling and registration of all advertising on the Internet placed on the territory of the Russian Federation were introduced. The approved legislative changes are aimed at eliminating the possibility of accounting for the costs of unmarked advertising. In particular, the cost of distributing advertising on the Internet cannot be taken into account when determining the income tax base if:

• Information about such advertising was not submitted to the federal executive body exercising the functions of control and supervision in the field of media, mass communications, information technology and communications (Roskomnadzor), in accordance with the procedure established by Article 181 of the Federal Law of March 13, 2006 No. 38-FZ "On Advertising";
• Such advertising was distributed on an information resource on the Internet, access to which is limited in accordance with the legislation of the Russian Federation;
• Advertising was distributed on the information resource of a foreign person operating on the Internet on the territory of Russia, who did not fulfill the requirements, prohibitions and restrictions provided for by Federal Law of July 1, 2021 No. 236-FZ "On the activities of foreign persons in the information and telecommunication network" Internet "on the territory of the Russian Federation" and other legislation of the Russian Federation.

At the same time, advertisers, advertisers, operators of advertising systems and operators of advertising data are responsible for the completeness, reliability, relevance and timeliness of the provision of information to Roskomnadzor.^[1]

The Russian advertising market on online store sites grew to 163.6 billion rubles over the year

The profile committee of the Association for the Development of Interactive Advertising (ARIR) recorded a threefold growth in the retail media segment in Russia to ₽163,5 billion in 2023. As of November 15, 2024, this indicator continues to demonstrate steady growth.

According to Kommersant, the increase in advertising is due to the withdrawal from the Russian market of large foreign sites, including Google and Meta (recognized as an extremist organization in Russia). Experts expect the segment to grow to ₽285 billion by the end of 2024.

Domestic companies are actively exploring the vacant niche. Over the past year, a number of Russian online stores have expanded their advertising platforms. T-Bank has launched its own advertising system, Avito plans to do so in 2025, and Wildberries has joined forces with outdoor advertising operator Russ.

According to the international organization IAB Europe, the growth of the Russian retail media segment corresponds to pan-European indicators - 22% against 6% growth of the entire advertising market in 2023. Director of Avito Advertising Yakov Peisakhzon notes that some of the players left the Russian market, the other, on the contrary, focused on mastering the vacated niches.

E-commerce platforms take advantage of access to customer behavior data. The largest online retailer Ozon reported a 1.8-fold increase in the number of external advertisers in the third quarter of 2024, with their advertising budgets more than doubling.

In response to the growing demand, online stores are actively developing additional advertising tools. Digital and audiobook service Litres announced plans to increase the share of advertising revenue in revenue to 5% by 2027. Wildberries is expanding the click-out service, which allows advertising to brands that are not represented on the marketplace showcase.^[2]

The Roskomnadzor system "Robot" in three months revealed more than 30 facts of violations in advertising

Roskomnadzor detects violations in the field of placement and distribution advertizing on the network using a special software "." Robot Thanks to the work of the system, 32 administrative investigations have already been launched. This was announced on November 13, 2024 by State Duma of the Russian Federation Anton Nemkin the press service of a member of the committee on information policy, information technology and communications, citing information technology Larisa Ishchuk, deputy head of the department for organizational development and Roskomnadzor. More. here

Financing of the national project "Data Economics" will increase due to a new fee for Internet advertising and deductions from mobile operators

Financing of the national project "Data Economics and Digital Transformation of the State" is planned to be increased due to a new fee for the distribution of online advertising and an increase in the rates of existing deductions for mobile operators. This is stated in an explanatory note to the bill on the federal budget for 2025 and for the planning period 2026-2027, which was submitted to the State Duma of the Russian Federation on September 30, 2024. Read more here.

Russia adopted a law banning advertising on Instagram

On July 25, 2024, the State Duma of Russia adopted in the first reading a bill prohibiting advertising on the social network Instagram (owned by Meta, recognized as extremist and banned in the Russian Federation). This decision is part of a broader initiative to restrict advertising activities in social networks blocked in Russia.

According to "Право.ru," the bill was submitted for consideration by a group of deputies and senators on June 21, 2024. The head of the Duma committee on information policy, information technology and communications, Alexander Khinshtein, one of the authors of the initiative, described this step as "consistent in the field of protecting the country's information security."

Russia adopted a law prohibiting advertising on Instagram

The main goal of the bill is to suppress the receipt of advertising revenues by companies that own social networks blocked in Russia. Khinshtein noted that despite the blocking, Instagram and Facebook (owned by Meta, recognized as extremist and banned in the Russian Federation) retain a significant audience in Russia thanks to the use of VPN services.

Lawmakers emphasize that the funds received from advertising on the Russian market can be used to create and distribute content that they consider extremist.

The resources and platforms that have embarked on the path of the anti-Russian struggle should not and will not earn in our market, "Khinshtein said.

However, this initiative was criticized by representatives of the advertising industry. The Association of Experts in the Field of Training Provided through Internet Resources expressed concern that the ban could strike at Russian small and medium-sized businesses actively using Instagram (owned by Meta, recognized as extremist and banned in the Russian Federation) to promote their goods and services.

In this regard, industry experts proposed to postpone the introduction of a ban for three to five years, until the share of blocked social networks in the advertising services market of Russian small and medium-sized businesses decreases to 0.5-1%.

The bill provides for amendments to the federal laws "On countering extremist activities" and "On advertising." Its final adoption will require two more readings in the State Duma, approval by the Federation Council and signing by the President of Russia.^[3]

The State Duma adopted a bill banning advertising on the resources of foreign agents

The distribution advertizing of foreign agents on information resources will be banned in. Russia The corresponding bill was State Duma adopted in the third reading. This was announced on February 28, 2024 by the press service of the deputy. State Duma of the Russian Federation Anton Nemkin

In particular, the bill proposes to prohibit not only the distribution of advertising on the information resources of foreign agents, but also advertising of their sites on the Internet.

In information Ministry of Justice Russia 2023, more than 200 the Russian individuals and legal entities advertised their goods and services on the information resources of foreign agents, thereby bringing them income and enriching them. To counter such covert foreign interference in domestic political affairs states , amendments to the legislation were proposed.

According to the information that all participants in the advertising market since 2022 are transferred to the Unified Register of Internet Advertising of Roskomnadzor, in 2023, ERIR reflected information about the placement of advertising on Internet sites of 15 persons recognized as foreign agents in the Russian Federation. Previously, the total volume of such advertising reached 133 million rubles.

It is difficult to imagine, but almost the entire amount of these funds was received and actively used by those who are actively active against our country. And now, by the amendments to the legislation, this loophole for foreign agents is finally closed. As far as I know, a number of foreign agents have already announced the closure of their projects, which will not be able to exist without advertising feed from Russia. Thus, we simultaneously influence the cleaning of the information space from destructive and fakes, which they previously actively promoted actually at the expense of our companies, "said Anton Nemkin, a member of the State Duma Committee on Information Policy, Information Technology and Communications.

According to, to data MEDIA large advertising agencies have already begun to include in contracts with advertising service providers conditions for unilateral termination of contracts if the distributor of advertising is recognized as a foreign agent. In addition, the holdings noted that they will now carefully monitor the risks of entering certain bloggers into the register of foreign agents in order to avoid violations of the law. At the same time, the contracts will also spell out a line that the contractual relationship ends, all publications are deleted, and the company is paid a fine if the blogger is recognized as a foreign agent - for example, in the amount penalty imposed on the advertiser or agent for the corresponding violation.

So, according to RBC, OMD OM Group, as of February 2024, it already uses the appropriate wording in its contracts with advertising service providers - they are aimed at protecting advertisers from the negative effect associated with the inclusion of a person in the register of foreign agents, "including unexpected or occurring already in the process of providing advertising services." He is considering the possibility of including in the agreement a clause on its unilateral termination with a recognized foreign agent as a distributor of advertising and Digital Church.

Moreover, as Vladislav Linetsky, managing partner of WeLegal, notes, many market participants already prescribe clauses in contracts prohibiting, among other things, "discrediting actions" against the army or the country as a whole. Now, to reduce risks, agencies will also have to analyze the positions and statements of a blogger on political topics, as well as control his interaction with foreign companies and the media.

The adoption of the bill will not harm the advertising market and Russian companies, Anton Nemkin is sure.

2023

The volume of advertising from bloggers in Russia doubled to 32 billion rubles

The volume of advertising for bloggers in Russia in 2023 doubled in comparison with 2022 and amounted to 32 billion rubles. This is evidenced by the updated data of the Association of Bloggers and Agencies (ABA), which were released at the end of October 2024.

Maxim Perlin, general director of the Blacklight blogging agency and co-founder of ABA, was among the growth factors in the influence marketing market:

• active investments of Russian social networks and platforms in expanding the content line, which, in particular, were aimed at exclusive redemption of influencer projects;
• Launch new or update existing blogger sponsorship tools.

The volume of the Russian marketing market in social networks for the year reached 48.5 billion rubles

The volume of the Russian marketing market in social networks in 2023 amounted to about 48.5 billion rubles. This is evidenced by the data of the Ingate Group, released in October 2024.

According to analysts, the number of bloggers is increasing, and the number of sites on which to actually advertise is decreasing. Due to the fact that supply exceeds demand, the cost of integrations is decreasing, "the study says. Among the factors restraining this segment, experts also mention the bill banning advertising on blocked sites, as well as the regulation of "ten-thousander bloggers" that comes into force on November 1, 2024 (they will have to transfer data about themselves to Roskomnadzor).

Roskomnadzor estimated the market for white advertising on the Internet at 634.9 billion rubles at the end of the year

At the end of 2023, the volume of the white advertising market in Runet reached 634.9 billion rubles, and the total number of advertisers exceeded 1.2 million. Such data are reflected in the materials of Roskomnadzor, which TAdviser got acquainted with in early October 2024.

It is noted that by the end of 2023, 1 million 209 thousand advertisers, more than 5.7 thousand advertising agencies and over 48.1 thousand operators of advertising systems and advertising distributors were registered in the Unified Register of Internet Advertising (ERIR). The average cost per advertiser was fixed at 525 thousand rubles. In 2023, ERIR registered more than 28 billion advertising creatives, over 2 billion active (demonstrated on the Internet) advertising creatives and more than 23 trillion displays of advertising messages.

Roskomnadzor estimated the white advertising market on the Internet at 634.9 billion rubles

The top ten Russian regions in terms of advertising budgets on the Internet in 2023 included: Moscow, St. Petersburg, Moscow Region, Novosibirsk Region, Krasnodar Territory, Nizhny Novgorod Region, Sverdlovsk Region, Republic of Tatarstan, Samara Region and Rostov Region. According to Roskomnadzor estimates, their total share exceeded 83% of all registered advertising budgets.

In 2023, large advertisers provided 57.7% of registered advertising budgets on the Internet. Micro-enterprises accounted for 26.4%. The total number of large enterprises-advertisers amounted to 28 thousand, medium - a little more than 4.5 thousand, small - 40.3 thousand, micro-enterprises - 399.6 thousand. According to Roskomnadzor, large advertisers have average registered costs for Internet advertising in 2023 exceeded 13 million rubles per company. In the segment of medium-sized enterprises, this figure amounted to 3.5 million rubles, and for small companies - about 1.5 million rubles.^[4]

The largest online advertising agencies in Russia are named

At the end of 2023, the revenue of the 40 largest online advertising agencies in Russia reached 155.3 billion rubles. This is about 30% more compared to 2022. Moreover, 42% of the total market volume, or 64.7 billion rubles, falls on five leading players. Such data are given in a study by Vitamin.tools, the results of which were released on September 11, 2024.

It is noted that 2023 for the Russian market of Internet advertising agencies has become a year of significant changes. In the face of increasing competition, organizations and groups of companies that offer comprehensive and innovative solutions for their customers have been successful. They are able to adapt to constantly changing conditions, as well as offer advanced approaches.

The rating of the largest agencies in 2023 is headed by MGCom Group with revenue of 52.59 billion rubles: this is 42.3% more compared to 2022. In second place is the Okkam Group, which showed a result of 39.49 billion rubles: year-on-year growth was recorded at 137.3%. Closes the top three of the Realweb Group of Companies, whose revenue for the year rose by 25.6% - to 17.29 billion rubles. The top five also included iConText Group and Kokoc Group Performance with 12.11 billion rubles (an increase of 15.6% compared to 2022) and 8.46 billion rubles (plus 55.9%), respectively. It is emphasized that Kokoc Group Performance is the only participant in the rating who showed revenue not for his entire group, but only for one division.

The study also notes that at the end of 2023, the total net profit of agencies amounted to 6.3 billion rubles, rising by 41% on an annualized basis. The authors of the report say that several factors influenced the growth of the indicators of Russian online advertising agencies, including the entry of new brands into the market, the popularization of e-commerce and retail media, and revenue growth in the regions.^[5]

Growth of the online advertising market by 30.5% to 678.2 billion rubles

At the end of 2023, the turnover of the online advertising market in Russia reached approximately 678.2 billion rubles. This is 30.5% more than in the previous year, when costs were estimated at 519.7 billion rubles. The segment in question is experiencing steady growth, as reported in the BusinesStat report released on March 11, 2024.

Online advertising, the study said, can include a variety of online marketing techniques, such as contextual advertising, banner advertising, social media, email, video advertising, and affiliate marketing. In 2019, the volume of this industry was estimated at 303.6 billion rubles. A year later, the turnover rose to 330 billion rubles, showing an increase of 8.7%. In 2021, costs reached 432.3 billion rubles, which is 31% more compared to the previous year. And at the end of 2022, an increase of 20.2% was noted.

In general, in the period from 2019 to 2023, the turnover of the online advertising market in Russia rose 2.2 times. One of the key growth factors is the increase in the number of active Internet users. Against the background of the high popularity of social networks and instant messengers, companies are increasingly turning to Internet advertising to attract the attention of their target audience. During the COVID-19 pandemic, the self-isolation regime and the transition of employees to a remote work format gave a colossal impetus for the development of the Internet industry, which, in turn, led to an increase in demand for Internet advertising.

Other factors that stimulate the expansion of the online advertising market in the Russian Federation include personalization opportunities (allow you to more accurately target advertising messages to the audience), a variety of advertising formats, the relevance of offers with the ability to promptly update information and a wide range of tools for collecting data on user behavior.^[6]

Advertising sales on online retailers in Russia soared by 227% over the year. Leaders

Advertising sales on online retailers in Russia in 2023 increased by 227%, reaching 163.5 billion rubles. Such data were provided at the end of May 2024 by the Association for the Development of Interactive Advertising (ARIR). According to ARIR forecasts, growth rates will continue in 2024, although they will not be so high.

Ozon demonstrated the most significant growth among Russian marketplaces in 2023 - the company's advertising revenue increased by 168%, amounting to 70.4 billion rubles. It is followed by Wildberries, whose advertising revenue amounted to 45.9 billion rubles.

In 2023, Yandex became the largest advertising platform in Russia, whose advertising revenue increased by 49% and reached 337.5 billion rubles. VK, which ranks second, also showed significant growth - revenue from online advertising increased by 40%, amounting to 79.7 billion rubles.

According to the co-chairman of the eRetail Media committee, chief operating officer of Easy Commerce Andrei Volkov, the rapid growth of the advertising market on online retailers' websites is explained by the introduction of the Clickout model. This model allows you to advertise external resources, in which a banner or video leads the user to a third-party site. Volkov noted that an important factor was the expansion of analytics, as well as the admission of new customer categories to this model.

In 2023, the entire advertising market in Russia increased by 30%, reaching 731 billion rubles. Of this amount, more than half - 386 billion rubles - falls on Internet services, the growth of which amounted to 37% compared to the previous year.

Data Insight partner Fedor Virin predicted that online stores will become the largest advertising platforms in Russia by 2026-2027. "Online stores<...> in 2026, maybe in 2027 will become the largest advertising platforms, all this will be," he stressed.^[7]

Advertising sales in the Russian segment of Telegram for the year reached 3.7 billion rubles

Advertising sales in the Russian segment of Telegram in 2023 reached 3.7 billion rubles. This was reported in April 2024 in Roskomnadzor with reference to the data of the Unified Register of Internet Advertising, the operator of which is the department. Read more here.

The growth of advertising income of opinion leaders is 2 times up to 30 billion rubles

Advertising revenues of opinion leaders in Russia in 2023 doubled and reached 30 billion rubles against 15 billion rubles in 2022, when this market sank by 5%. Such data are provided in a study conducted by the Association of Bloggers and Agencies (ABA) and the eLama Internet advertising management platform.

As Kommersant writes with reference to this report, in 2023 the Russian market for influence marketing (promotion through opinion leaders, including bloggers) stabilized and began to grow due to the "positive economic situation in the Russian Federation," the redistribution of advertisers' expenses from departed foreign platforms to other forms of marketing. In addition, the growing interest in this area affected: according to the survey, about 41% of advertisers who took advantage of the promotion of goods and services through opinion leaders in 2023 did so for the first time.

Advertising revenues of opinion leaders in Russia in 2023 doubled and reached 30 billion rubles

According to analysts, advertising revenues of opinion leaders in Russia will continue to grow. In 2024, the turnover of this market is expected at the level of 50 billion rubles, and the growth in the number of advertisers who will use this method of marketing is at the level of 33%.

As part of the study, experts interviewed more than 200 small, medium and large businesses and analyzed the requests of clients of agencies belonging to the ABA.

The Association of Bloggers and Agencies also reported that in 2023, the 10 largest bloggers recognized as foreign agents in the Russian Federation earned about 700 million rubles from advertising. Commenting on these figures, Oleg Savchenko, Deputy Chairman of the State Duma Committee on the Financial Market, noted that a whole industry has formed in the country that has social influence, including political. Also, the industry is a good business that can manage huge amounts, he added.^[8]

Advertising with foreign bloggers reached 133 million rubles

The volume of advertising from foreign bloggers in Russia in 2023 exceeded 133 million rubles. This is evidenced by the data of the Unified Register of Internet Advertising (ERIR), which is maintained by the Main Radio Frequency Center (GRCC) under Roskomnadzor. Statistics published in February 2023. Read more here.

Market growth by 22% to 478.8 billion rubles

The volume of the Russian online advertising and marketing market in 2023 reached 478.8 billion rubles, an increase of 22% compared to the previous year, when a decline of 10% was recorded. This is evidenced by the data of the Russian Association of Electronic Communications (RAEC), published in mid-December 2023.

In May [2023], we gave more conservative forecasts, but based on the results of the first three quarters, we revised the dynamics forecasts for the segments of Internet advertising and marketing, and digital content, - said RAEK Director Sergei Grebennikov.

According to him, the e-commerce segment is still the driver of the growth of the Internet industry, which will also grow more than predicted in May 2023.

According to a study prepared by Roskomnadzor together with the Association of Communication Agencies of Russia and the Association for the Development of Interactive Advertising, in 2023, advertisers engaged in retail and wholesale trade (25%), communications and information (19%), finance and insurance (9%), construction, real estate operations, health care and social services (3% each).

The smallest activity of advertisers was recorded at the beginning of the year (January-February 2023). The volume of advertising budgets sent to online advertising for the rest of the months varies in the range from 43 to 50 billion rubles. To distribute advertising, 49 thousand advertising platforms were used - sites on the Internet, mobile applications, accounts in social networks and instant messengers, smart TV.^[9]

The law on the rules for the use of recommendation algorithms on the Internet came into force

On October 1, 2023, legislative amendments came into force, according to which owners of Internet resources using advisory technologies are required to warn about their use, as well as publish the rules for their use.

In accordance with the law, recommended technologies mean information technologies for providing information based on the collection, systematization and analysis of information related to the preferences of online users located in the Russian Federation.

Owners of Internet sites on which such technologies are used will be obliged to comply with the requirements of the law, namely, RUSSIAN FEDERATION to prevent the use of advisory ones algorithms that violate the rights and legitimate interests of citizens and organizations. They should also not allow the use of such technologies to provide information in violation of Russian law. Site owners will be obliged to inform users about the application of recommendations, algorithms the requirements for the content of such information and its placement have been established. Roskomnadzor Thus, the rules for using recommendation technologies should include a description of processes and methods for collecting, systematizing, analyzing information related to user preferences, Internet methods for implementing such processes and methods, a list of information related to the preferences of Internet users that are used to provide information using recommendation technologies, as well as sources of obtaining such information.

At the same time, the requirements of the law do not apply to operators of state information systems, state bodies and local self-government bodies.

The law also gives Roskomnadzor the right to request information about their application from site owners who violate the legislation on the use of recommendation algorithms. This data must be provided within 10 days. Otherwise, Roskomnadzor will immediately send a demand to such persons to stop providing information using advisory technologies. Site owners must stop providing such information within 24 hours after receiving the requirement of Roskomnadzor. If the requirement is not met, the agency will send a requirement to telecom operators to take measures to restrict access to the information resource.

At the same time, the imposed advertising in the news feed will become significantly less. Thus, the law is designed to make the mechanisms of recommendations transparent, as well as prevent their use for illegal purposes, - added Anton Nemkin.

2022

Increase in the average cost of an advertising post in Russian Telegram channels by 341%

The average cost of advertising in Telegram news channels in Russia in 2022 amounted to 55,940 rubles, which is 341% more than a year earlier, when the figure was measured at 12,680 rubles. This is evidenced by data from the BeSeed native advertising platform, which was released at the end of May 2023. Read more here.

Market volume - 520 billion rubles

The volume of the Russian online advertising market in 2022 reached 520 billion rubles, the Interactive Advertising Development Association (ARIR) reported at the end of March 2023. At the same time, analysts did not specify the dynamics in comparison with 2021.

ARIR has allocated a separate segment of online advertising - innovative. In particular, it includes platforms for classifications, marketplaces, native advertising and product promotion through opinion leaders (Influencer Marketing), advertising in instant messengers, audio advertising, advertising of telecom operators and other areas. At the end of 2022, this segment accounted for 196 billion rubles, the association calculated.

The market size of the traditional segment consisting of performance marketing (search, context, performance video advertising) and brand marketing (traditional video advertising about the brand) did not change in 2022 and amounted to 323.7 billion rubles.

The performance segment increased by 0.4% and is now equal to 265.7 billion rubles. Search advertising (Yandex, Mail.Ru) spent 18% less - 113.2 billion rubles. The volume of investments in CPx (contextual ads in advertising networks, including the Yandex network, MyTarget, Ozon, advertising on social networks, mobile and performance networks) grew by 33% and amounted to 140.2 billion rubles.

The volume of the branding segment (brand promotion) fell by 1.6% and amounted to 58 billion rubles. Advertisers invested 34 billion rubles in promotion using banners (at RBC, Rambler, Ozon, in AdRiver networks) - 27% more.

The branding video category (brand promotion using video content) in 2022 showed negative dynamics by 26%, the amount of investments amounted to 24.1 billion rubles. The amount of costs for branding video instream (video that appears inside another video) decreased by 35% to 14.3 billion rubles. Branding video outside (videos that are posted on sites and in mobile applications, regardless of the presence of a player) showed a drop of 6% to 9.8 billion rubles.

Although traditional channels account for more than half of the total volume of the interactive advertising market, coverage and volumes in innovative media are growing at a faster pace, commented Aleksei Belyaev, Vice President of ARIR and Director of Analytics of the Commercial Department of VK.

Advertisers use both accessible and banned social networks in Russia to reach the maximum number of users. According to Anton Petukhov, chairman of the Influencer Marketing ARIR committee, Head of Influencer Marketing of MGCom, the budgets for promotion on social networks are distributed in this way:

VK and commercial posts on Telegram channels account for 40% of expenses. Advertisers are actively working with these platforms due to restrictions on other social networks. -Integrations, YouTube shorts, tie-ins/alt-rolls take 30% of budgets. Twitch Brands invest 10% of their funds in streaming platforms or Trovo. Instagram [owned by a company Meta whose activities in Russia are recognized as extremist and prohibited] "takes" 20% of the budget: despite the restrictions, many bloggers continue to post content on Instagram, and advertisers continue to buy ads from them, as they seek to gain access to a large and involved audience, he said.[10]

In turn, Roden Media CEO Denis Romanovsky noted that the online advertising market has undergone significant changes in 2022. According to him, the most significant was the reduction in annual volumes in the segment of automakers. To some extent, investments in Internet marketing of telecom operators have decreased. If real estate market participants reduced their investments in online advertising, then in annual terms the figures turned out to be similar to 2021.

As Romanovsky noted, on the other hand, some large players in the financial sector, on the contrary, increased their investments in online advertising to strengthen their position in the market.

The advertising market for bloggers in Russia decreased by 40%

The volume of Russian advertising among bloggers in 2022 reached 6.6 billion rubles, a decrease of 40% compared to the indicator of a year ago in 11 billion rubles. Such data at the end of December 2022 were cited by digital producer, founder of the music publishing house DNK Music and the Didenok Team communication agency Kirill Didenok.

According to him, in 2022, the level of earnings of bloggers varied depending on their status. For example, it did not decrease in microbloggers working according to the SRA model, in which the advertiser pays for specific actions of the influencer, and in bloggers of the middle segment. Also, the earnings of middle-segment bloggers, who work on a project basis, have not decreased so much, because the budgets for their work were planned by companies even before the February events.

However, the earnings of large bloggers have noticeably sagged. In this segment, there are cases of a drop in income by both 50% and 100% - in fact, 90% of companies that had such contracts with influencers left the Russian market, Didenok said.

The managing director of the communication group Twiga Russia , Sergei Oganjanyan, admitted that the reduction in the advertising market among bloggers in 2022 could reach 75%. According to him, many bloggers not only did not reduce advertising prices, but, on the contrary, increased, in particular, due to the introduction of the law on advertising labeling on the Internet. According to the law, all advertisements must be marked, and information about advertising promotion should be transferred to Roskomnadzor.

According to a study by Twiga, cited by TASS, 52% of bloggers surveyed have a negative attitude towards advertising labeling, 36% are neutral, and 6% are positive, the same number have not heard about the new law. Also, 42% admitted that they label advertising only when the customer requires it, and 34% want to start doing it in the near future. 10% are not going to comply with the new norms of the law.^[11]

The article "The Rise and Fall of Influencer Marketing" examines how the state of influencer marketing has changed and what challenges and potential problems arise from the use of influencers. Read more here.

Mediascope elected as the single counter of the Internet audience

In early February 2022, Roskomnadzor chose Mediascope as the single counter of the Internet audience. As stated in the department, uniform measurements and the presence of an authorized organization are designed to ensure the openness, comparability and reliability of data obtained as a result of research on the audience size of TV channels, online publications and other online platforms. Read more here.

2020

By 2024, in Russia, the gap between the advertising market on the Internet and the TV advertising market will amount to about 200 billion rubles.

By 2024 in Russia the gap between the market of advertizing on the Internet and the market of TV-advertizing will make about 200 billion rubles in favor of the Internet. Experts claim that the volume of the Russian market of advertizing will advance world within the next three years. This became known on December 7, 2021.

In 2021, the TV advertising market in Russia is 192 billion rubles, while the online advertising market is 303 billion rubles.

CEO of Zenith Russia Victoria Trukhanova notes that for the second year in a row, the growth in the volume of the Russian advertising market is ahead of the global one, while the dynamics of advertising investments significantly exceeds economic growth (GDP) both in our country and globally. And according to Zenith Worldwide's forecast, this trend will continue in the next three years.

The reasons for the higher growth rates in Russia are connected both with economic factors - in addition to the real growth of the economy, direct support of the population by the state leads to an increase in consumer demand and an increase in the money supply, which mainly continues to work within the country - and with the struggle for market share of super-growing sectors such as fintech and retail, especially e-com. Companies from these industries already make up a significant part of the top 20 advertisers, and we believe they will continue to rapidly increase media investments in 2022. However, from 2023, the growth rate of advertising investments of new players will decrease, this explains the decrease in the forecast of market dynamics from 17% in 2021 to 11% in 2023, "- said Victoria Trukhanova.

Zenith Worldwide expects an impressive 15% increase in advertising investment in 2022.

At the same time, if the projected 14% growth of the TV market against the background of the continuing fall in TV viewing, and, as a result, a decrease in inventory for which there is demand, is purely inflationary - mathematically, market inflation may exceed 20% - online advertising will increase volumes by 18%, both through an increase in prices for high-quality demanded formats, and due to the expansion of inventory, - said Victoria Trukhanova.

It is interesting to note, Victoria Trukhanova points out, that Zenith Worldwide's forecast looks less optimistic about outdoor advertising, press and radio compared to the estimates of key vendors. The fact is that in these media there is a pronounced process of concentration of sales, and the dynamics of recovery is very different in the regions. In these conditions, large players see a much more pleasant picture for them than the average according to media.

Vyacheslav Chernyakhovsky, academician of the Russian Academy of Advertising, emphasizes that, according to expert estimates, the Russian advertising market is growing faster than the world one.

There is still time before summing up the year, but the interim results confirm this trend. If an impressive 15% growth is predicted for the global advertising market only in 2022, then the Russian advertising market showed a growth dynamics of 25% compared to the same period in 2020 already in the three quarters of this year, according to AKAR, - said Vyacheslav Chernyakhovsky.

As of the end of 2021, this trend continues, it is likely that it will continue next year. The reasons for the growth of the Russian advertising market are multifactorial, but one can single out the change in the composition of the leading group of advertisers by strengthening the positions of such market segments as e-commerce, fintech, retail, increasing advertising budgets in the struggle for market shares and audience coverage. According to the results of nine months of 2021 (according to AKAR), the volume of the television advertising market in Russia amounted to 133-131 billion rubles, the volume of the online advertising market - 214-216 billion rubles. This ratio will remain or change, time will tell, - added Vyacheslav Chernyakhovsky.

Ivan Samoilenko, Managing Partner of the B&C Communication Agency, notes that the Russian online advertising market has been growing at a steady pace for the second year in a row.

At the end of 2020, this segment in Russia grew by 5%, while the global online advertising market decreased by 2.6%. At the end of 2021, there is no data yet, but the figures for nine months already show a certain trend. In the period from January to September 2021, the Russian online advertising market grew by 26% and amounted to 216 billion rubles. minus VAT, which became the highest figure in the history of advertising market research in the country - revenues from this advertising channel accounted for more than 50% of all advertising budgets, - Ivan Samoilov cited statistics.

The main reasons for this trend are that the pandemic gave a sharp impetus to the development of marketplaces, online sales channels for network retailers, and an increase in delivery services. In addition, consumer behavior is also changing: more and more Russians are using online platforms for buying goods, ordering services, various payments, watching news. It is clear that this trend, together with the universal digitalization of various spheres of life of the population, will lead to the fact that the share of television and other promotion channels will gradually decrease, - said Ivan Samoilov.

It is expected that within two years (2022-2023) the Russian online advertising market will grow by another 8% and amount to $5.4 billion, emphasizes Ivan Samoilov^[12].

Growth in the volume of the Russian online advertising market by 5% - PwC

The volume of the Russian online advertising market in 2020 increased by 5% compared to 2019. At the same time, the world figure decreased by 2.6%, according to PwC data. According to analysts, by 2024 the market vy­ras­tet by 8% and will reach $5.4 billion.

The study notes that video remains the most popular format of consumed content both in Russia and in the world. This is due to the rapid development of social networks and video services, as well as the growing availability of OTT platforms.

If advertising on mobile devices prevails on a global scale, then desktop advertising remains the largest segment on the Russian market with a share of 69.1% at the end of 2020.

According to the researchers, the unique situation in the Russian market lies in the large representation of various players in the market, both DSP platforms and advertising procurement management platforms, which creates high competition and helps to develop the programming advertising market as a whole. Solution developers are developing the use of new advertising formats, including programmatic placement on TV and digital out-of-home advertising.

According to the Association of Communication Agencies of Russia (AKAR), the Russian online advertising market in 2020 showed an increase of 4%. Vyacheslav Chernyakhovsky, academician of the Russian Academy of Advertising, says that sales of mobile advertising are also growing in the Russian Federation, but the dynamics do not correspond to the global one.

As for the conjuncture, it would be more correct to call it not unique, but specific, taking into account the specific, unparalleled format of the national economy, with its volatility and unpredictability. Competition and conjuncture are caused not only by the variety of factors in the market, but also by the heterogeneity of market development vectors, the lack of consistency, transparency, and the growing monopolization of individual market segments, he said in a conversation with ComNews.[13]

Public sector budgets - a significant share of revenues of foreign digital platforms in Russia

Partners of the analytical agency Prognosis Sergey Sbitnev and Oleg Mukovozov told about this on# BalticWeekend on the air @ izolentalive in September 2020.

The study examined all open procurement sites. The total advertising costs (according to AKAR) amounted to 468.7 billion rubles, of which 178 were spent on digital.

The amount of purchases by government agencies and state-owned companies of digital advertising tools amounted to 8.1 billion rubles according to the most modest estimates.

It is estimated that more than 50% of advertising purchases fell on foreign sites.

The study was commissioned by EMKO.

2019

ACAR, Mail.ru and Data Insight data

According to a study by AKAR, Mail.ru and Data Insight, at the end of 2019, in a third of advertising placements - 36% - advertising agencies chose programmatic procurement. The surveyed publishers earned the same from advertising on all types of placements - desktop, mobile and cross-platform. Basically, agencies invested in desktop advertising in online media - 44%. Agencies' costs for mobile and end-to-end advertising were 28% each. Banners, according to the results of the final survey, became the most popular advertising format in online media - 35%. They brought respondents, representatives of Internet media, half of the proceeds. Special projects are in third place among popular formats after video advertising. From them, publications receive 3.5 times more revenue than from videos - 21% of all revenue.

Banners, the authors of the study said, brought more money on all devices. "However, they are sold cross-platform less often (40%) than on a desktop (51%) or on mobile sites (57%). Publishers often sell special projects cross-platform (29%), and native advertising on mobile resources (23%) and on a desktop (20%), "the message says Mail.ru. Agencies often chose -29% banners last year. Video advertising accounted for 25%, audio advertising - 13%. In the latter, the authors of the study see the potential, since there is a demand from agencies for audio videos in media, moreover, on different devices.

Russia entered the top 5 largest online advertising markets in Europe

In 2019,  Russia entered the top 5 largest online advertising markets in Europe, taking fourth place. This is indicated in the research summary of AdEx Benchmark, which is maintained by the European Bureau of the Bureau of Interactive Advertising (IAB Europe). Read more here.

AKAR: Market growth by 20% to 244 billion rubles

According to the results of 2019, advertising costs on the Internet in Russia reached 244 billion rubles, an increase of 20% and making up half of all advertising budgets in the country. This is evidenced by the data of the Association of Communication Agencies of Russia (AKAR), which were published in mid-March 2020.

Throughout 2019, budgets for advertising on the Internet from quarter to quarter only grew. The sub-segment of video advertising grew at a high pace. The companies spent 103.7 billion rubles (+ 17%) on contextual advertising, 14.7 billion rubles (+ 23%) on video (in-stream), while experts estimated the "other" category at 125.6 billion rubles (+ 23%). Advertising budgets related to Internet services in 2019 increased by 21% compared to 2018, to 213 billion rubles.

PwC: Market growth 21% to $3.75 billion

According to PwC, in 2019 the Russian online advertising market reached $3.75 billion, USA which is 21% more than a year earlier. Unlike the global online advertising market, the largest segment Russia in remains the desktop advertising segment with a share of 69.1% of the total market. The prevailing position of the desktop advertising segment will remain at least until 2024, when it is expected that the share of desktop advertising will be 64% of the entire online advertising market.

The contextual advertising segment remains the largest segment of online advertising in Russia. In 2019, its volume reached $1.9 billion. US, which is 11.8% more than the previous year. According to the PwC forecast, by the end of 2024, the revenue of this segment will reach $2.5 billion. USA with a CAGR of 6%.

The automation of the creation of advertising campaigns and the subsequent automatic generation of analytical reports become noticeable trends in contextual advertising. Other trends include improving the personalization of advertising messages and targeting based on behavioral data, which provides more relevant advertising for potential audiences.

The development of smart speakers and voice assistants will lead to an increase in the segment of voice contextual advertising and the emergence of new channels for attracting audiences.

The volume of display advertising on desktops in 2019 amounted to $555 million. UNITED STATES. This segment is expected to reach $686 million by the end of 2024. US, and the CAGR in the forecast period will be 4.3%. In terms of volume, display advertising on desktops is much inferior to that on mobile devices due to more significant technological limitations and audience habits in consuming visual content from mobile devices.

At this time, it could be observed that for many large advertisers, for example FMCG players, it is not enough to evaluate the results of advertising campaigns only by the indicator of the number of contacts with the audience (impressions), which is widely used in display advertising. Advertisers want to see the effectiveness of advertising at all stages of the marketing funnel, especially the impact of advertising on sales conversion. This leads to brands becoming more performance-oriented and targeted at Marketing Investment Return Assessment (ROMI).

Advertising costs in online videos rose to 13 billion rubles. YouTube share over 30%

Advertisers' expenses on online videos are growing much faster than the entire advertising market, in 2019 they amounted to 13 billion rubles. "At the same time, the share of YouTube, according to our estimates, is at least 30% of advertising in online videos," said Daria Kurkina, CEO of Carat.

In Russia, they want to install state counters on sites under pain of advertising ban

On November 18, 2019, it became known that the Media and Communications Union, which includes large media companies and telecom operators, is preparing, with the participation of Roskomnadzor, amendments to Russian legislation that will introduce a state mechanism for measuring the audience of Internet resources.

The bill will oblige owners of Internet resources to establish an audience counter approved by Roskomnadzor, developed by an authorized organization. Audience data will be transferred to this organization. The innovation will affect, among other things, online cinemas and news aggregators. For refusing to install a meter, the owners of the resource will be forbidden to advertise it or advertise on it.

Amendments will be made to the laws "On Advertising," "On Information," "On the Media" and "On Personal Data." Maria Smelyanskaya, head of the legal department of Roskomnadzor, is listed as one of the authors of the initiative. The Media and Communications Union confirmed that it was instructed to form a working group to discuss the bill, and that changes are being made to the document based on incoming reviews. The discussion of the document takes place with the participation of large telecom operators, media companies, the Association of Communication Agencies of Russia (AKAR), Rusbrand, Yandex and VK (formerly Mail.ru Group).

The tender for the choice of an authorized organization should be held by Roskomnadzor. It should be a company with a foreign ownership share of no more than 20%. The company expressed its readiness to participate in the tender. Mediascope After similar rules were introduced in 2016 to account for television audiences, this company became a single meter in this area. In this regard, its owner - the British Kantar Media - sold 80% of the company to the state. To the All-Russian Public Opinion Research Center (ARPORC)

Experts note that data meters affect the behavior of advertisers, for whose attention the Internet and television are fighting. They attribute the emergence of YouTube the bill to the fact that television is actively moving in. Therefore, in order to take control of the revenues of the sites, amendments were proposed.

The daily reach of the Internet audience has become more than television in the first quarter of 2019, according to the same Mediascope. According to AKAR, at the end of 2018, advertisers spent 203 billion rubles on advertising on the Internet, and only 187 billion rubles on television. At the same time, there is no single meter, as Mediascope is for television, on the Internet. Audience data is taken from the sites themselves or from the counters of Yandex, Google and other companies.

Experts believe that the majority of the members of the Media and Communications Union will not support the initiative. Telecom operators are confused by the idea that an authorized organization will have access to large data from the Russian segment of the Internet, which it will be able to use for commercial purposes. If the amendments are adopted, the measurement industry will "go into the gray zone," and advertising sales will be carried out through foreign networks, experts say.

Cellular operator Tele2 notes that measurement data can benefit businesses if the methodology is reliable and does not discriminate in any way against resource owners. However, if resources ignore the requirement to install a meter, there is a possibility that operators will have to block them. Megafon believes that the state has the ability to count the audience of the Internet and monetize big data without an authorized organization.

Experts recall that the authorities tried to regulate the measurements of the Internet audience back in 2014, when the law on bloggers began to operate. As of November 2019, the initiative is tied to the bill on a single supplier of 20 public TV channels on the Internet and on the reporting of online cinemas. According to experts, officials simply combined several related ideas into the idea of ​ ​ a single state measuring system.

The bill State Duma on a single supplier of 20 channels was introduced in July 2019 by the chairman of the information policy committee Leonid Levin and his deputy Sergei Boyarsky. According to the document, by 2020, a Russia single supplier of 20 content TV channels for Internet resources should appear in. The supplier by tender will be chosen by Roskomnadzor. He will have immunity to antitrust regulations. The initiative aims to combat piracy, as well as control the size of the audience on the Internet. The Federal Antimonopoly Service () FAS opposes the initiative^[1]

2018

Advertising on the Internet for the first time bypassed TV advertising. Market growth by 22% to RUB 203 bln

Main article: Advertising (Russian market)

NSC forecast: Internet will bypass TV for the first time

The Internet will overtake television in terms of advertising for the first time in a whole year, follows from the forecast of the NSC (December 2017), serving the National Advertising Alliance of the largest Russian media holdings.

In 2018, the best dynamics will be shown by the online advertising segment, the costs of advertisers in which will increase by 17.9%, to 193.4 billion rubles. Thus, the share of the Internet in the advertising pie in 2018 will reach 42.1%, while television revenues will account for 40.7%, or 187.4 billion rubles. (an increase of 10.2%). For the first time, the Internet overtook TV in July - September 2017, follows from the data of the Association of Communication Agencies of Russia. At the same time, at the end of 2017, the Internet will still remain behind TV, NSC predicts: their shares will be 40.1% and 41.5%, respectively.

In the segment of online advertising, contextual and video advertising is growing most dynamically - by 19.5%. Their volumes in 2018 will amount to 158.4 billion rubles. and 9.8 billion rubles. respectively. The head of the video advertising department of IMHO Liubov Yachkova notes that the growth of the video advertising market is expected mainly due to the redistribution from other formats, in particular, from banners. Brainrus sees the growth points of video advertising in new mechanics and interactive advertising. Now it occupies 20-30% of the total revenue of video advertising, according to IMHO.

Zenith forecast: the Internet will remain the second (153.9 billion rubles) after TV

At the end of 2017, Zenith published its forecast for 2018. According to the agency's forecasts, in 2018 the Internet will remain the second largest media with an advertising budget of 153.9 billion rubles. against 189.2 billion for television.

2017

RAEC data

According to analysts, the segment marketing and advertising in 2017 amounts to 224 billion rubles.

The online advertising segment remains the fastest growing of all segments of the advertising market with 22% dynamics. This trend will intensify significantly over the next five years - in particular, thanks to the rapid growth in mobile advertising revenue. At the end of 2017, the Internet in Russia almost caught up with TV in terms of advertising. While maintaining growth rates, the Internet will overtake TV in terms of advertising by the 2nd half of 2018. 94% of the global advertising market growth will be provided by the Internet from 2017 to 2020. Market leaders include Google, Facebook, Baidu, Alibaba and Tencent. 83% of the market growth was provided by the total share of these companies in online advertising from 2014 to 2016.

Today, the advertising market is as follows: Contextual advertising (perfomance)

• RUB 115.4 bln in 2016
• RUB 140.2 bln in 2017 (+ 22%)

Web Development and Mobile Advertising

• RUB 25.6 bln in 2016
• RUB 28.1 bln in 2017 (+ 6%)

Media advertising (banners)

• RUB 21.5 bln in 2016
• RUB 23.9 bln in 2017 (+ 11%)

Video advertizing

• RUB 5.5 bln in 2016
• 8 billion rubles. in 2017 (+ 45%)

Content marketing (SMM, SMO, social media and analytics promotion, SEO, ASO)

• RUB 22.2 bln in 2016
• RUB 24.2 bln in 2017 (+ 9%)

'The video advertising segment is the leader in terms of growth. Unlike the contextual advertising segment, its growth accelerated relative to 2016. The growth of the video advertising market is a pan-European trend, along with a decrease in the banner advertising market for desktops and the growth of the mobile advertising market, "said Sergey Plugotarenko

.

Speaking about the business models used in the field of advertising and marketing, the following key indicators were noted:

• Banner remains the most used format.
• Banner advertising covers 93% of the audience, text advertising - 87%, video advertising - 76%.
• 12 seconds on average there is an advertisement in the area of ​ ​ visibility
• Mobile advertising is one of the necessary elements of digital strategy.
• The set of formats varies depending on the type and category of company.
• On average, companies use about 6 advertising formats.
• The most effective technologies: retargeting, algorithmized advertising purchases, systems for automatic optimization of advertising campaigns

Speaking about the third slice (Development, design, interfaces, usability) of the Marketing and Advertising hub, the RAEC director noted that 6% of Internet users in Russia use ad blockers, 60% of users agree that advertising on the Internet can be useful. The most annoying advertising formats for all devices contain:

• automatic start of video with sound
• Countdown to close button
• The volume of aggressive advertising in Runet decreased by 40% after its blocking in Yandex.Browser.

The fifth section (Mobile) of the Marketing and Advertising hub is notable for the fact that, according to analysts, the total expenses of Russian advertisers on mobile formats will increase by 43% by the end of 2017. 79.3 billion rubles. - the total volume of the mobile advertising market in 2017. 72% of Russian advertisers use at least one mobile solution in their advertising companies.

Speaking of the seventh cut (AI and Big Data) of the Marketing and Advertising hub, the marketing market is growing by 71% per year in Russia and by 34% per year in the world.

Marketing and Advertising Platform Metrics:

• Ad spending on AdWords, Facebook, Pinterest and Amazon search platforms increased by 24% compared to 2016
• 82% of all investments in paid advertising on social networks are in Facebook
• 67% of WhatsApp users plan to use the app more often to communicate with sellers over the next two years
• 3-5 billion rubles. per year is estimated by experts the volume of the influence marketing market in Russia
• about 10 million rubles amounted to the volume of advertising in the Russian-speaking segment of Telegram in August 2017, by the end of the year it is predicted to grow twice

IAB Russia: the volume of the interactive advertising market in Russia for the first half of 2017=74.5 billion rubles

Revenues of sites and sellers, as well as the volumes of advertising budgets in the Performance and Branding segments for the 1st and 2nd quarters of this year, increased significantly compared to the figures for the same period in 2016.

Volumes of the Russian Internet advertising market for the first half of 2017 (includes revenue from sites and technology sellers, excluding VAT):

In 2017, significant growth dynamics in the Internet segment remained. The evaluation was conducted in two key segments, Performance and Branding.

• The Perfomance segment includes revenue from the sale of advertising under the "payment for result" model, where two sub-segments stand out: Performance Search (advertising in Yandex and Google search results) and Performance CPx (contextual ads in social networks, applications and advertising networks, including MyTarget and advertising networks Yandex and Google AdSense).
• The Branding segment includes revenue from advertising sales under the "pay for advertising message" model (image tools: banner positions and a growing video advertising segment).

According to the results of a study by the Association of Communication Agencies of Russia for the first half of 2017, the total volume of advertising in its distribution, minus VAT, exceeded 190 billion rubles, which is 14% more than in the corresponding period last year. The segment of the online advertising market was estimated by IAB Russia experts at 74 billion rubles, the growth dynamics compared to the same period last year was 23%.

2016

In 2016, online advertising will show the worst growth dynamics since 2010

ZenithOptimedia predicts that by the end of 2016 the volume of the Russian advertising market will increase by 4% compared to the results of last year and will amount to 320 billion rubles. At the same time, online advertising will account for 32% (106.7 billion rubles). sostav.ru writes about this with reference to the forecast^[2].

Analysts note that despite the fact that online advertising, in theory, should be the driver of the advertising market as a whole, this segment will demonstrate the weakest growth dynamics (+ 10%), the lowest in the last six years. This is due to a decline in the contextual advertising market.

Nevertheless, Internet video advertising can compensate for the reduction in the growth rate of contextual advertising, which today occupies 80% of the entire Internet segment.

Earlier, the company's analysts predicted that the growth of the entire Russian advertising market would amount to 314 billion. However, later this forecast was revised to 320 billion. At the same time, 6 billion growth fell entirely on the television segment.

2015

Rating of advertising agencies by Internet advertising budgets

Map of the Internet marketing ecosystem in Russia presented

Click on the image on this page and on the next to increase it to the maximum size

2014

Yandex: Decline in media advertising due to the war in Ukraine

In the second quarter of 2014, Yandex for the first time recorded a drop in revenue from the sale of banners. In April - June 2014, Yandex's revenue from online media advertising (banners, pop-ups and other similar formats) on its own sites fell by 16% at once, to 674 million rubles.

Yandex's results in the media advertising segment are significantly better than those of many other Internet sites, believes Maxim Osipov, CEO of IMHO VI sales house (sells advertising, in particular, on Avito.ru, Rambler, VKontakte). According to Vadim Melnikov, Managing Director of Resolution Agency, total costs of media advertising decreased by 15% in the second quarter of 2014. Moreover, according to Melnikov, there was a decline in the segment of contextual advertising - by 5%.

Spending on media advertising is likely to decline further, Raiffeisen Bank analyst Sergei Libin does not exclude.

"Media advertising is chosen by large advertisers, often international," recalls Libin. "They cut advertising budgets or save money until the macroeconomic situation stabilizes."

J'son & Partners Consulting: Online Advertising Market Growth + 20%

For the period from 2013 to 2014, J'son & Partners Consulting experts estimated the growth rate of the online advertising market at more than 20%. J'son & Partners Consulting experts divide the online advertising market into two main segments: context and media. The volume of the contextual advertising market in Russia in 2014 amounted to about 64 billion rubles, according to analysts at J'son & Partners Consulting.

J'son & Partners Consulting estimates that media advertising has slowed its growth rate, and individual segments of it, such as banner advertising, are showing negative dynamics. In general, the volume of the media advertising market in 2014 was at the level of 17 billion rubles.

Internet video ads. For 2012-2014, the growth in the volume of this market in monetary terms increased almost 3 times, to 4.9 billion rubles. And experts estimate the growth for 2015 at about 20%.

The volume of the contextual advertising market in Russia in 2014 amounted to about 64 billion rubles, according to analysts at J'son & Partners Consulting. By its structure, the contextual advertising market is divided between the three largest players: Yandex (market share over 70%), Google (over 20%), and Mail.ru (about 6%).

Contextual advertising today is the main driver of the development of online advertising, in contrast to the media segment, which was greatly affected by the unstable economic situation in the country. In this regard, large advertisers began to transfer most of their advertising budgets in favor of television advertising.

J'son & Partners Consulting estimates that media advertising has slowed its growth rate, and individual segments of it, such as banner advertising, are showing negative dynamics. In general, the volume of the media advertising market in 2014 was at the level of 17 billion rubles. The largest players in this segment are Mail.ru and Yandex with shares of 33% and 19%, respectively.

Internet video advertizing

For 2012-2014, the growth in the volume of this market in monetary terms increased almost 3 times, to 4.9 billion rubles. And experts estimate the growth for 2015 at about 20%.

According to J'son & Partners Consulting experts, according to preliminary results of 2014, video advertising on OTT video services reached the market volume in monetary terms of 4 billion rubles.

Thus, advertising on OTT video services occupies 82% of the total video advertising market in 2014, according to J'son & Partners Consulting estimates.

According to experts from J'son & Partners Consulting, the growth potential of the online advertising market due to rapid audience growth has already been almost exhausted, and in a situation of crisis and economic stagnation, advertisers who operate on large budgets translate them into television advertising, due to which the segment of media advertising falls.

2013

Yandex dominates the context Mail.ru Group in banners

According to the Vi/Video International forecast (October 2010), in 2013, advertisers' spending on Internet advertising for the first time will overtake outdoor advertising operators and amount to 48 versus 47 billion rubles. At the same time, the slowdown in the growth rate in the Internet segment will be the strongest. Until 2015, the annual growth of the advertising market will be 12-16%.

According to J'son & Partners Consulting forecasts, one of the main drivers of growth in the online advertising market in general was to be the development of online video advertising in Russia. Many advertisers were expected to slash TV advertising budgets in favor of online video, which could even lead to certain controversies within media holdings and advertising agencies.

In general, analysts highlighted the following trends in the advertising communication market in Russia until 2015:

• Increasing the share of online video advertising to 10-12% of the total market by 2015;
• Continued growth of contextual advertising, direct connection of the dynamics of this advertising segment with the dynamics of the audience and penetration of broadband access;
• A further fall in the market share of media advertising, an even greater decline in the efficiency of banners and rich media;
• The emergence of new formats of non-standard marketing promotion, greater attention of large advertisers to the possibilities of context, targeting in social media;
• Trend towards integration of advertising campaigns with mobile promotion channels, synergy of online advertising and mobile marketing.

RAEC assessment

The volume of the contextual advertising market in 2013 grew by 52% and amounted to 57 billion rubles. The volume of media advertising reached only 23 billion rubles, and experts predict a decrease in the growth of this segment by 13%. Data from October 2014.

2012: Internet companies catch up with TV channels in audience reach

The volume of the media advertising market amounted to 19.20 billion rubles, which is 21% more than in 2011. The expected growth in 2013 will be another 16%. Data from the Runet Economics 2012-2013 study conducted by RAEK and the Higher School of Economics.

Contextual advertising in 2012 gained 37.55 billion rubles, which amounted to an increase of 55%. The forecast for 2013 for the assessment of specialists will be another 28%. Video advertising for the current period of time increased by 118%, to 1.74 billion rubles, and the expected forecast for the current year is 72%. Search optimization over the past year gained 10.24 billion rubles, which in percentage terms was an increase of 20%. Almost the same growth in pp (19%) is expected in 2013. The market of marketing and communication in social networks was estimated for 2012 in the amount of 4.67 billion rubles, with growth prospects of 32%.

• According to the forecast of Goldman Sachs (May 2012), the online advertising market in Russia in 2012 will grow by 37%, which will lead to an increase in its share among European countries. At the same time, in general, the growth of the advertising Russian market in 2012 will be only 8.6%. It is expected that the share of online advertising in the total market volume will increase from 13.4% in 2011 to 16.9% in 2012.

• In April 2012, Restko Holding's specialists testified that the Russian online advertising market remains the fastest growing in the world. Analysts at Restko Holding believe that in 2012 this segment will show growth by more than one third.

• According to TNS (April 2012), in age groups under 45, the Internet surpasses all other media, including television, in average daily coverage. But overall, television still dominates among people under 54. From the TNS data, it follows that in the first place in terms of average daily coverage are:

• Media resources of Gazprom-Media (both TV channels and the Internet) with an indicator of 51.6% (growth over the year - 8%),
• in second place VGTRK - 48.2% (growth 4%),
• on the third "STS Media" - 47.5% (growth of 9%),
• in fourth place in terms of coverage of VK sites (formerly Mail.ru Group) - 44.7% (year-over-year growth 14%),
• on the fifth - Channel One from 43.2% (a drop of 2%),
• on the sixth - Yandex with an indicator of 42.9% (an increase of 10%)^[3].

• The number of search queries in Russia from August 2009 to August 2012 almost tripled.

2011: Sales growth by 56% to RUB 41 billion

Data of the Association of Communication Agencies of Russia

In 2011, the online advertising market reached 41.8 billion rubles. (about $1.4-1.5 billion), an increase of 56% at once compared to 2010. This is the highest growth rate among all advertising segments in Russia. According to the results of 2010, the growth of the online advertising market in Runet was 42%.

In 2011, online advertising for the first time overtook print media in terms of volumes and came in second place after television. The volume of advertising in the print media in 2011 amounted to 40.4 billion rubles. (an increase of 6%), while for television the figure amounted to 131 billion rubles. (an increase of 18%).

Contextual advertising is the leader in the online advertising segment: its volume in 2011 amounted to 26.5 billion rubles, and this market also showed the highest annual growth - 63%.

The volume of media advertising is 15.3 billion rubles, and the growth was 45%.

Q3: Online advertising bypasses print media

Advertisers spent 10.5 billion rubles on promotion in Runet in the third quarter of 2011. (Vedomosti's calculations on the basis of the Association of Communication Agencies of Russia, AKAR)^[4]For the first time, Runet overtook print media in revenue (earned 8.6 billion rubles) and is now second only to TV (27.2 billion rubles).

Advertising revenue from Internet companies has long been growing faster than that of other media, even during the crisis, Runet revenues continued to increase. In the fall of 2010, AdWatch Isobar Russia predicted that according to the optimistic scenario, the Internet will become the second most profitable media in Russia in the IV quarter of 2010, and pessimistic - in the second quarter of 2011. But at the end of 2010, AKAR experts, at the request of publishers, changed the methodology for calculating the income of print media, their income in the IV quarter of 2010 immediately doubled, and the revenue of Runet turned out to be less.

Interactive Advertising Bureau Data

The volume of the Russian online advertising market grew by 55.5% in 2011 and reached 1.12 billion euros, making it the sixth largest among European countries, Prime (Volgograd) reported, citing a report by the Interactive Advertising Bureau^[5].

2010: Up 37% to €687m

In 2010, the Russian market showed the highest growth rate among the European countries considered by IAB. It grew by 37.1% compared to 2009 and reached the seventh largest value in Europe - 687 million euros.

According to Plugotarenko, there is an increase in the advertising market on the Internet, which at the end of 2010 amounted to 40% (the total figure is 26.7 billion rubles). He emphasized that "high growth rates of media advertising remain."

• According to Video International, in the first six months of 2010, advertising expenses on the Russian Internet amounted to 11.1-11.3 billion rubles, which is 33% more than in the same period last year. Video International claims that by the end of 2010, total advertising spending will grow by 14% - to 232 billion rubles.

In the third quarter of 2010, Internet companies earned 7.3 billion rubles from advertising. ($240 million at the Central Bank rate), according to AKAR. The expenses of advertisers in Runet this quarter are slightly less than the volume of placement in outdoor advertising (8.1 billion rubles) and print media (7.8 billion rubles), but the growth rate of income from virtual advertising is higher. If the budgets for print media in the third quarter of this year compared to the same period in 2009 increased only by 8.3%, and outdoor advertising - by 28.6%, then on the Internet - by 40.4% (Vedomosti calculations based on AKAR data^[6].

The rapid growth of online advertising occurs primarily due to the growth of the number of Internet users, explains the representative of Yandex Ochir Manjikov. The Russian Internet audience grew from July 2009 to July 2010, according to Comscore estimates, by 31% and amounted to 43.3 million users. Yandex, the largest Runet portal, overtook the STS and REN TV channels, as well as the Europe Plus radio station (TNS data for the audience from 12 to 54 years old) in September 2010.

In addition, the number of advertisers themselves is rapidly increasing, Manjikov continues: the number of only regional companies that place contextual ads (ads thematically related to page content or search query), according to Yandex, increased by 80% from June 2009 to June this year. "On the one hand, the Internet is penetrating the minds of more and more people, including those who distribute advertising budgets," says the head of a large Internet company, on the other hand, the Internet advertising market in Russia is controlled by several of the largest players who "disperse" it by joint efforts.

According to Chernyshov, the fact that the CPT indicator (the cost of a thousand contacts) on the Internet is lower than that of the main Russian media - TV also affects. As Aegis Media calculated for the Kommersant newspaper, in the first half of this year, CPT on TV was 106 rubles, and in Runet - 86 rubles.

In the budgets of many advertisers - mobile operators, car brands - the Internet is already in second place after television, says Mikhail Ilyichev, general director of the RuTube video portal: "Internet media has become truly massive and, in addition to interactivity, they also provide more tools for solving specific marketing problems."

Representative MTS Irina Osadchaya disagrees with this: in the budget of this operator, outdoor advertising occupies a larger share than the Internet, and this proportion is unlikely to change in the near future.

Traditional media on the Internet

• ID Kommersant"" earned 7-8% of income on online advertising in the first half of 2010,
• "Business News Media" - more than 15%,
• News Media Rus (publishes the newspaper Life, owns life.ru and marker.ru resources) - 20-25%, representatives of these publishing houses told Vedomosti.

2009: Online ads overtake radio ads

Internet advertising spending, according to the Association of Communication Agencies of Russia (AKAR), exceeded the income of broadcasters. In 2009, Internet sites earned 19 billion rubles, while the income of broadcasters amounted to 9 billion rubles. According to the results of the first half of 2009, the volume of online advertising added 5% and amounted to 3-3.2 billion rubles. (ACAR)

According to Mindshare Interaction, in 2009 the volume of the Russian online advertising market grew by 6% compared to 2008 and amounted to 15.6 billion rubles. This indicator includes the cost of placing media and contextual advertising excluding VAT. Earlier, Dmitry Ashmanov, general director of the Mindshare Interaction advertising agency, predicted that the online advertising market would grow in 2009 by 40% in rubles and by 5-7% in dollars.

In May 2010, Sergey Plugotarenko (ROCIT - Regional Public Center for Internet Technologies) announced data on the state of the Internet market today. According to him, the crisis almost did not affect the industry: for example, the advertising market is the most indicative - according to the results of 2009, the volume of advertising on the Internet increased by 8% - and this is against the background of a general 35% drop in the advertising market in Russia.

Media advertising

According to the Mindshare report, in the media advertising segment, the composition of the leading categories in terms of expenses has not changed much. The automotive sector is in the lead, the share of which amounted to 29% of all costs for the "media." In second place is the telecommunications sector - it grew to 19% from 13% in 2008. The FMCG segment (fast-moving consumer goods or consumer goods) accounted for 17% of the market. The financial sector took 5%, and in the second half of the year there was an increase in banking campaigns on the Web.

The authors of the study also note an increase in advertising for the entertainment industry - films, TV series, TV projects, musical events - indicators of this category reached 7% of the entire market, while a year earlier they amounted to 4%.

"The

online media advertising market in 2009 met and even slightly exceeded our initial forecast of 5% growth. The telecommunications sector showed the most significant growth: if in 2008 it was achieved only due to the big three operators, now we see a significant increase in activity among mobile device manufacturers and providers. The FMCG sector, which accounted for 22% of the media market in 2008, somewhat lost its position, "said Dmitry Ashmanov

.

The companies spent 6.1 billion rubles on online media advertising, which indicates an increase of 6% compared to the previous year. The volume of contextual advertising in Runet increased by 7% to 9.5 billion rubles. Mindshare Interaction Data

Contextual advertising

According to the Association of Communication Agencies Russia (ACAR), the volume of sales of contextual advertising RuNet in 2009 amounted to 11.3 billion rubles. ($356.7 million). Less - VAT 9.27 billion rubles. ($292.5 million). This is less than the amount of income of the three largest players in this market - "" (Yandex earned 86% of US GAAP revenue on contextual advertising, net of VAT - 7.6 billion rubles), LLC "" (Google 2.2 billion rubles) and owned Rambler by the company "" (Begun 774 million rubles). AKAR does not officially comment on this discrepancy. And a source close to the association explains: the ACAR data are based on the assessments of the surveyed experts, which cannot always coincide with the real reports of market participants.

First Public Assessment of the Media Advertising Market

In May 2009, Runet first received a public assessment of the position of players in the media advertising market. In the first quarter, Internet companies earned the same amount from the sale of banners as in the same quarter of 2008 - 1.2 billion rubles, said Alexey Borisovich, commercial director of Mail.ruKatkov. This contradicts the data of the Association of Communication Agencies of Russia: according to its estimates, quarterly revenues from the sale of media advertising decreased by 15% over the year to 1 billion rubles. Katkov believes that only a part of the players lose their income. Mail.ru also earned more (about 360 million rubles) and increased market share from about 25% (2008) to 30% in the first quarter. According to her estimates, Digital Alliance (formerly IMHO) (taking into account the Index20, the advertising agency Rambler Media) has the same income, which reduced revenues and share (from about 40% in 2008). IMHO VI CEO Svetlana Gorokhova "categorically disagrees" with this: "Last year we sold at least half of the media advertising in Runet, and although our revenues fell in the first quarter, we did not lose share, because the volume of the entire market decreased by 15%."

According to Mail.ru, RBC's share also decreased in three months: in the first quarter, this holding controlled about 10% of the market, that is, it earned about 120 million rubles.

"Our income is growing this year," says RBC spokesman Pavel Mironov, "and we sell at least half of the banners in Runet."

The third major player in the first quarter, according to Mail.ru, was social networks: Vkontakte and Odnoklassniki (Mail.ru have a common shareholder with them - Digital Sky Technologies) together control 13%. Vkontakte's revenues, according to Mail.ru, amounted to about 60 million rubles, Odnoklassniki - almost 96 million rubles. The earnings of the advertising agency + Sol (part of Sup Fabrik) are the same 60 million rubles, according to Mail.ru. Representatives of Vkontakte and Odnoklassniki declined to comment, SUP Fabrik Operations Director Lilia Omasheva did not disclose the + Sol performance.

Finam analyst Delitsyn Leonid does not see anything outrageous in these figures, the market will creak and accept them. " The shares of IMHO VI and Mail.ru are indeed almost equal, agrees the manager of a large Internet company. Another company anonymously confirmed: Mail.ru estimated its income correctly.

2008

14.7 billion rubles. before payment, VAT or $592.5 million (based on the average annual rate of 24.81 rubles/$), data from the agency. Mindshare Interaction Over the year, the market grew by 55%.

• About 40% of the market - 5.8 billion rubles. ($233.7 million) in 2008 - sales of media advertising (banners, etc.); a year earlier, this market segment amounted to $159 million. AdWatch advertising agency, which sells media advertising, estimates the volume of this market for 2008 at 5.59 billion rubles, or $225.3 million.

• 60% - 8.9 billion rubles. ($358.7 million) - sales of contextual advertising. Mindshare Interaction estimated a similar figure for 2007 at $210 million. Contextual advertising accounts for 60% of the market, despite the fact that most large advertisers prefer media, notes Dmitry Ashmanov, CEO of Mindshare Interaction. The Internet and Business Association (AIB), which unites 20 Russian Internet companies, estimates the contextual advertising market for the past year at $330-350 million (after VAT payment; about 60% growth for the year). It is difficult to give a more accurate assessment: the market is opaque, and in 2008 many newcomers appeared on it, explains the president of the association Aleksei Belyaev.

According to AIB, more than 90% of the contextual advertising market is divided Yandex between "" and Begun"." According to Yandex's own data, it earns about 85% of all revenue from this advertisement (last year 85% amounted to about $255 million). The revenue Rambler Media from contextual advertising (the lion's share of which is formed by the Runner controlled by this company) amounted to $62 million in 2008 (unaudited data,, IFRS before VAT payment). Google does not Russia disclose its data on. According to the estimate of the advertising agency, iContext Google earned RuNet $25-30 million on contextual advertising (in 2007 - $10 million).

The "clickability" of ads based on the results of requests from the largest search engines ranges from 9.6% to 16% ^[4].

Ad Blockers

Main article: Ad blockers in Russia

What can not be advertised on the Internet

Main article: What can not be advertised on the Internet

See also

• Online Advertising (Global Market)
• Video advertising on the Internet (Russian market)
• Advertising (Russian market)
• Online Advertising (US Market)
• Online Advertising (European Market)
• Influence Marketing

Notes