The volume of the interactive advertising market in Russia last year is estimated at 520 billion rubles. These data are provided by the press service of the Association for the Development of Interactive Advertising (ARIR).
According to the vice president of the organization Alexey Belyaev, the traditional segments showed zero dynamics. The costs remained at about 323.7 billion rubles. At the same time, investments in innovative segments last year reached 196 billion rubles.
Innovative segments include classified advertising, retail media advertising, influencer marketing, as well as native advertising, messenger advertising.
ARIR President Boris Omelnitsky, in turn, called 2022 a time of “tectonic shifts in the landscape”, referring to the withdrawal of foreign players from Russia.
This led to changes in the infrastructure that had been forming for about 20 years. Customers looking for an alternative began to use new promotional tools. In this sense, ARIR changed its analysis methodology.
According to Belyaev, during the study, the experts assessed the size of the market and were able to separate the large players from the small and medium-sized companies. This made it possible to more accurately determine the share of large market participants in the volume of interactive advertising costs.
In November, the State Duma rejected a bill proposed in the summer that proposed the introduction of a single digital advertising operator, to be chosen by the government.
Author:
Natalia Gormaleva
Source: RB
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