Instant Messaging Advertising - Russia

Ad spending in the Instant Messaging Advertising market in Russia is forecasted to reach US$1.93m in 2024.
The sector is expected to exhibit an annual growth rate (CAGR 2024-2030) of 4.04%, leading to an estimated market volume of US$2.44m by 2030.
When compared globally, the United States will contribute the most to ad spending, reaching US$74.28m in 2024.
The projected average ad spending per internet user in the Instant Messaging Advertising market is US$0.01 in 2024.
In Russia, the Instant Messaging Advertising market is rapidly expanding as businesses leverage popular platforms like VKontakte and Telegram for targeted ad campaigns.

Definition:

Instant Messaging Advertising refers to advertising that delivers promotional messages to potential customers through online chat platforms or applications. This type of ad spending covers various ad formats that appear within or alongside instant messaging conversations, such as instant messaging on Facebook messenger or applications such as WhatsApp, Line, and WeChat.

Additional information:

Instant Messaging Advertising comprises advertising spending and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

The advertising budget used for instant messaging advertisements
Software fees for creating and distributing instant messaging advertisements

Service agencies
Consultant fees
Production costs
Design services

The Instant Messaging Advertising market in Russia has been experiencing significant growth in recent years, driven by customer preferences for mobile communication and the increasing popularity of instant messaging platforms.

Customer preferences: Russian consumers are increasingly relying on mobile devices for communication, with instant messaging platforms becoming the preferred method of staying connected. This shift in customer behavior has created a lucrative opportunity for advertisers to reach their target audience through these platforms. With the ability to reach a large number of users in real-time, instant messaging advertising offers a highly effective way to engage with consumers.

Trends in the market: One of the key trends in the instant messaging advertising market in Russia is the integration of advertising within the messaging experience. Rather than being disruptive, advertisements are seamlessly integrated into the user interface, ensuring a more positive user experience. This trend is driven by the desire to create a non-intrusive advertising environment that resonates with users and encourages them to engage with the content. Another trend in the market is the use of personalized and targeted advertising. Instant messaging platforms in Russia have access to a wealth of user data, allowing advertisers to deliver highly targeted and relevant advertisements. By tailoring advertisements to individual users based on their demographics, interests, and behavior, advertisers can maximize the impact of their campaigns and increase engagement rates.

Local special circumstances: One of the unique aspects of the instant messaging advertising market in Russia is the dominance of local platforms. While global platforms such as WhatsApp and Facebook Messenger are popular in other countries, Russian consumers prefer platforms such as VKontakte and Telegram. These local platforms have a deep understanding of the Russian market and are able to provide advertisers with valuable insights and tools to optimize their campaigns.

Underlying macroeconomic factors: The growth of the instant messaging advertising market in Russia is also influenced by underlying macroeconomic factors. The Russian economy has been recovering from a period of recession, leading to increased consumer spending and confidence. As a result, advertisers are investing more in marketing and advertising strategies, including instant messaging advertising, to capitalize on the growing consumer demand. In conclusion, the Instant Messaging Advertising market in Russia is experiencing significant growth due to customer preferences for mobile communication and the popularity of instant messaging platforms. Advertisers are leveraging this trend by integrating advertisements within the messaging experience and delivering personalized and targeted content. The dominance of local platforms and the recovering Russian economy also contribute to the growth of the market.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. 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 relevant 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. The main drivers are GDP per capita, consumer spending per capita, and internet users.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a 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). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.

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.