Search Advertising - Russia

Russia

Highlights

Ad spending in the Search Advertising market in Russia is forecasted to reach US$3.02bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 7.29%, leading to a projected market volume of US$4.61bn by 2030.
When compared globally, the highest ad spending will originate from the United States (US$137.00bn in 2024).
Within the Search Advertising market in Russia, 32% of the total ad spending will be attributed to mobile in 2030.
The average ad spending per internet user in the Search Advertising market in Russia is estimated to be US$23.12 in 2024.
In Russia, Search Advertising is experiencing a surge in demand due to the growing digital market and increasing online consumer behavior.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Russia has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Russian customers have increasingly turned to online platforms and search engines to find information and make purchasing decisions. This shift in behavior has led to a growing demand for search advertising, as businesses seek to reach these customers at the right moment and in the right context. With the rise of e-commerce and the increasing popularity of online shopping, Russian consumers are becoming more comfortable with online advertising and are more likely to engage with search ads.

Trends in the market: One of the key trends in the Search Advertising market in Russia is the increasing use of mobile devices. With the widespread adoption of smartphones and tablets, more and more Russians are accessing the internet on the go. This has created new opportunities for advertisers to target consumers through mobile search ads. Additionally, the growing popularity of voice search has also impacted the market, as advertisers need to optimize their campaigns to capture voice-based queries. Another trend in the market is the growing importance of data-driven advertising. Advertisers are now able to leverage advanced analytics and machine learning algorithms to target their ads more effectively. This allows them to deliver personalized and relevant ads to consumers, increasing the chances of conversion. As a result, advertisers are investing more in data-driven search advertising strategies to maximize their return on investment.

Local special circumstances: One of the unique aspects of the Russian market is the dominance of Yandex, a Russian search engine. Yandex holds a significant market share in Russia and has developed its own advertising platform, Yandex. Direct. This platform offers advertisers a range of targeting options and tools to optimize their search advertising campaigns. As a result, many advertisers in Russia rely heavily on Yandex. Direct to reach their target audience.

Underlying macroeconomic factors: The growth of the Search Advertising market in Russia is also influenced by underlying macroeconomic factors. As the Russian economy continues to recover from a period of recession, businesses are increasing their advertising budgets to drive growth and attract customers. This has led to an increase in competition among advertisers, driving up the demand for search advertising. In conclusion, the Search Advertising market in Russia is experiencing growth due to changing customer preferences, such as the increasing use of mobile devices and the demand for personalized ads. The dominance of Yandex and the recovering Russian economy are also contributing factors to the market's development. Advertisers in Russia are investing more in data-driven advertising strategies to maximize their reach and engagement with consumers.

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.