The volume of white online advertising in Russia from January to September 2023 exceeded 400 billion rubles, including VAT, RBC reports, citing data from Roskomnadzor. The number of unique active advertisers on Runet has reached 940 thousand.
Market participants surveyed by the publication believe that accounting covers only 40% to 50% of online advertising.
It should be noted that the amount of 400 billion rubles is significantly higher than, for example, the general estimate of the Association of Communication Agencies of Russia (AKAR) of the sector. According to the association, the entire advertising market during the first half of 2023 amounted to 315 billion rubles.
ERIR indicators (an accounting system managed by Roskomnadzor) also double the estimates of the Association for the Development of Internet Advertising (ARID). According to this organization, the volume of traditional segments of the online advertising market in January-June amounted to 191.7 billion rubles (excluding advertising in retail media, classified ads, instant messengers and influencer marketing).
The lowest activity of advertisers, Roskomnadzor notes, was recorded at the beginning of the year, in January and February. The volume of advertising budgets in the digital segment for other months ranges from 43 billion to 50 billion rubles per month.
In August-September 2023, before the introduction of fines for lack of marking on the network and immediately after, the number of new market participants registered with the ERIR doubled the total figures of the previous seven months.
To distribute advertising on the Internet, 49 thousand platforms were used: websites, mobile applications, accounts on social networks and instant messaging, smart television.
The most popular forms of advertising creativity are banners and blocks of text and graphics. Among advertising systems, according to ERIR, the main advertising platforms are Yandex and VK.
Author:
Anastasia Marina
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
