Advertising - CIS | Statista Market Forecast

Ad spending in the Advertising market in CIS is forecasted to reach US$12.22bn in 2024.
The largest market within CIS is TV & Video Advertising with a market volume of US$3.67bn in 2024.
When compared globally, the United States is expected to lead in ad spending with US$425.90bn in 2024.
Within the Advertising market in CIS, 70% of total ad spending is anticipated to come from digital channels by 2030.
The average ad spending per capita in the TV & Video Advertising market is projected to be US$15.14 in 2024.
Moreover, within the Advertising market in CIS, Advertising market of 88% revenue is forecasted to be generated through programmatic advertising by 2030.
In the CIS Advertising market, there is a growing shift towards digital platforms, with a focus on targeted online advertising strategies to reach specific audiences effectively.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in CIS is experiencing significant growth and development in recent years. Customer preferences are shifting towards digital advertising platforms, driving the expansion of the market. Additionally, local special circumstances and underlying macroeconomic factors are contributing to the positive trend.

Customer preferences: Customers in the CIS region are increasingly favoring digital advertising platforms over traditional media channels. The widespread adoption of smartphones and internet access has led to a surge in online advertising. Consumers are spending more time on digital platforms, such as social media and streaming services, creating opportunities for advertisers to reach their target audience effectively. The convenience and personalization offered by digital advertising have made it a preferred choice for both businesses and consumers in the CIS region.

Trends in the market: One of the prominent trends in the CIS advertising market is the growth of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, optimizing targeting and efficiency. This trend is driven by the increasing availability of data and advanced analytics, enabling advertisers to deliver personalized and relevant ads to their audience. Programmatic advertising is particularly popular in the CIS region due to its cost-effectiveness and ability to reach a large number of potential customers. Another trend in the CIS advertising market is the rise of influencer marketing. Influencers, who have a significant following on social media platforms, are being utilized by brands to promote their products and services. This form of advertising is effective in reaching younger audiences, who are more likely to trust recommendations from influencers. The CIS region has seen a surge in the number of influencers and the partnerships between brands and influencers, leading to increased spending on influencer marketing campaigns.

Local special circumstances: The CIS region consists of multiple countries with diverse cultures and languages. This diversity poses a challenge for advertisers who need to tailor their campaigns to specific local markets. Advertisers need to consider the cultural nuances and language preferences of each country to ensure their messages resonate with the target audience. Localizing advertising content and collaborating with local agencies or influencers can help overcome these challenges and ensure the success of advertising campaigns in the CIS region.

Underlying macroeconomic factors: The CIS region has been experiencing economic growth, which has positively impacted the advertising market. As the economies of CIS countries continue to develop, businesses are investing more in advertising to promote their products and services. Increased consumer spending and rising purchasing power have created a favorable environment for advertisers to reach a larger audience. Furthermore, the growing middle class in the CIS region has led to an increase in consumer demand, driving the need for advertising to capture market share. In conclusion, the Advertising market in CIS is witnessing significant growth and development due to shifting customer preferences towards digital advertising platforms, the rise of programmatic advertising, and the increasing popularity of influencer marketing. Local special circumstances, such as cultural diversity, and underlying macroeconomic factors, including economic growth and increased consumer spending, are also contributing to the positive trend in the CIS advertising market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.