Russian brands spent about 563 billion rubles on online advertising in 2023, according to data from the Unified Register of Internet Advertising (ERIR), maintained by the Main Radio Frequency Center of Roskomnadzor. Data is provided by RBC.

The brand budget for promotion on YouTube and other foreign platforms amounted to 11% of the total in 2023

Roskomnadzor does not disclose data on the largest advertisers, but it is noted that the total budget of the five largest reached 43 billion rubles, which is 7.6% of the entire market.

In total, about 970 thousand advertisers allocated budgets for online promotion in 2023. Of them, more than 357 thousand, or almost 37%, are small and medium-sized businesses, their expenses are estimated at 160 billion rubles, or 28 % of all funds spent on online advertising.

In addition, according to the results of 2023, ERIR received information on advertising integrations on foreign platforms in the total amount of 6.3 billion rubles, which is 11% of the total volume of the online advertising market.

Of this budget, more than half (3.3 billion rubles) went to YouTube, 2.4 billion rubles to Telegram and 597 million rubles to Instagram (owned by Meta, whose activities are recognized as extremist in the Russian Federation and are prohibited).

  • In YoutubeAccording to Roskomnadzor, they mainly advertised services from transport and leasing companies, banks, IT companies, as well as the sale of cars and offers of additional vocational training.
  • IN Telegram Banks and IT companies are also advertised. In addition, Roskomnadzor named bookmakers among the leaders in terms of budget.
  • IN instagram Advertising trends are distributed as follows: additional education, beauty industry, design and interior items.


Anastasia Marina

Source: RB

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