Advertising - Russia | Statista Market Forecast

In 2024, in Russia is projected to reach an ad spending of US$10.14bn in the Advertising market.
The largest market in the country is TV & Video Advertising, with a market volume of US$3.21bn in the same year.
When compared globally, the United States is expected to lead in ad spending, reaching US$425.90bn in 2024.
By 2030, 69% of total ad spending in Russia's Advertising market will come from digital advertising.
The average ad spending per capita in the TV & Video Advertising market is forecasted to be US$22.30 in 2024.
Moreover, in 2030, Advertising market of Russia's 91% revenue will be generated through programmatic advertising.
In Russia, the Advertising market is seeing a shift towards digital platforms, with online ad spending surpassing traditional media channels.

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 Russia has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in Russia have shifted towards digital advertising, with an increasing number of people accessing the internet and using social media platforms. This has led to a rise in online advertising, as businesses seek to reach their target audience through digital channels. Additionally, there is a growing demand for personalized and targeted advertising, as consumers become more discerning and selective in their choices. This has prompted advertisers to invest in data analytics and technology to better understand consumer behavior and deliver tailored advertising messages. Trends in the market indicate a shift towards mobile advertising, as more Russians own smartphones and spend a significant amount of time on mobile apps and websites. Advertisers are capitalizing on this trend by developing mobile-friendly ads and optimizing their campaigns for mobile devices. Furthermore, influencer marketing has gained traction in Russia, as social media influencers have a strong following and can effectively promote products and services to their audience. This form of advertising allows brands to reach a wider audience and generate buzz around their offerings. Local special circumstances in Russia have also contributed to the development of the Advertising market. The country has a large population with diverse interests and preferences, creating opportunities for advertisers to target specific segments of the market. Additionally, Russia has a strong creative industry, with talented designers, photographers, and filmmakers who can produce high-quality advertising content. This has led to the production of visually appealing and engaging advertisements that capture the attention of consumers. Underlying macroeconomic factors have also played a role in the growth of the Advertising market in Russia. The country's economy has been recovering from a period of recession, leading to increased consumer spending and business investment. This has created a favorable environment for advertisers, as companies allocate more resources towards marketing and advertising to gain a competitive edge. Furthermore, Russia has a large and diverse media landscape, with a wide range of TV channels, radio stations, newspapers, and online platforms. This provides advertisers with multiple channels to reach their target audience and maximize their reach. In conclusion, the Advertising market in Russia is developing due to changing customer preferences towards digital advertising, the rise of mobile and influencer marketing, local special circumstances, and underlying macroeconomic factors. Advertisers in Russia are adapting to these trends and leveraging the opportunities presented by the market to effectively promote their products and services.

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.