Investments in the online advertising market in the first half of 2023 increased by 33% compared to the same period last year, ARIR research showed. In the period from January to June they amounted to 191.7 billion rubles.
In the first quarter, traditional segments showed an increase of 20% compared to the previous year: costs amounted to 91 billion rubles. In the second quarter, growth continued, investments almost doubled, 47% compared to the same period in 2022, to 100.7 billion rubles.
Performance
Most of the investments fell on the performance segment. Compared to last year’s results, the channel volume in the first quarter increased by 23%, in the second quarter – by 51%. Total investments are estimated at 158.3 billion rubles, 37% more than in the first half of last year.
performance video
The volume of performance videos began to actively grow in the first quarter (53%), but in the second it experienced a notable drop, down to 8%. At the end of the half year, the segment showed overall growth of 27% compared to 2022 data: budgets amounted to 5.6 billion rubles.
brand banners
This segment shows positive dynamics throughout the entire period compared to last year’s data. At the end of the first half of 2023, its volume doubled and amounted to 20.8 billion rubles.
Brand video
Investments in branded videos, on the other hand, decreased and amounted to 7 billion rubles according to the results of the first half of the year. In the first six months of 2022, the figure was 37% higher. A significant drop occurred in the first quarter of 2023, when branded video volume fell by more than half (54%). In the second quarter the situation stabilized and the decrease was 10%, up to 3.8 billion rubles.
As Andrey Grigoriev, co-chairman of the ARIR Digital Video Advertising Committee, CEO of GetShop.TV, points out, this dynamic is associated with the events of 2022, when many international advertisers left the Russian market.
“The drop in volumes at the end of the second quarter of 2023 compared to last year’s results was offset by the increase in budgets of domestic and new advertisers (for example, from China), which have high demand for video . I believe that the branding video segment at the end of 2023 will show results superior to those of last year,” explains the expert.
Author:
Natalia Gormaleva
Source: RB
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