Search Advertising - CIS

CIS

Highlights

Ad spending in the Search Advertising market in the country in Commonwealth of Independent States (CIS) is expected to reach US$3.58bn in 2024.
The market is forecasted to experience an annual growth rate (CAGR 2024-2030) of 7.64%, leading to a projected market volume of US$5.57bn by 2030.
When compared globally, the United States will account for the majority of ad spending, reaching US$137.00bn in 2024.
Within the Search Advertising market, 31% of total ad spending is anticipated to come from mobile devices in 2030.
The average ad spending per internet user in the Search Advertising market is expected to be US$16.45 in 2024.
In CIS, the Search Advertising market is experiencing rapid growth due to the increasing digitalization of businesses across the region.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in CIS is witnessing significant growth and development due to several factors. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors all contribute to the positive trajectory of this industry. Customer preferences in the CIS region are increasingly shifting towards online platforms for information and product searches. With the widespread availability of internet access and the growing popularity of smartphones, consumers are relying more on search engines to find relevant information and make purchasing decisions. This shift in consumer behavior has created a demand for search advertising, as businesses strive to reach their target audience through online platforms. Trends in the market further support the growth of search advertising in the CIS region. As businesses recognize the importance of online visibility, they are investing more in search engine optimization (SEO) and search advertising strategies. This trend is driven by the need to stay competitive in the digital landscape and reach potential customers effectively. Additionally, advancements in technology and data analytics have made it easier for businesses to track the performance of their search advertising campaigns and optimize their strategies accordingly. Local special circumstances also contribute to the development of the search advertising market in the CIS region. The region consists of multiple countries with diverse languages and cultural backgrounds. This diversity presents an opportunity for businesses to tailor their search advertising campaigns to specific local markets, ensuring relevance and effectiveness. Furthermore, the relatively lower cost of search advertising compared to traditional advertising channels makes it an attractive option for businesses with limited marketing budgets. Underlying macroeconomic factors play a crucial role in the growth of the search advertising market in the CIS region. As the region continues to experience economic growth and stability, businesses are more willing to allocate resources towards marketing and advertising activities. This provides a favorable environment for the expansion of the search advertising industry, as businesses seek to capitalize on the growing consumer base and increase their market share. In conclusion, the Search Advertising market in CIS is developing rapidly due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. The increasing reliance on online platforms for information and product searches, coupled with the growing importance of online visibility for businesses, has created a strong demand for search advertising. As businesses adapt to the digital landscape and invest in search advertising strategies, the market is expected to continue its upward trajectory in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.