FMCG ad share in social media in Russia and CIS 2020, by payment and product
In most FMCG categories, advertisers preferred to spend their budget on branding payment model on social media using the service myTarget in Russia and the CIS in the fourth quarter of 2020. In that model, revenues from advertising were calculated using cost-per-mille or cost-per-view bidding. When advertising retail stores, 23 percent of the expenditure was occupied by performance advertising models, such as cost-per-click or cost-per-install.
