Interactive advertising expenditure in Russia 2022-2023, by segment

Performance advertising was the largest segment of interactive advertising in Russia. In 2023, the total spending on performance ads in the country reached around 353 billion Russian rubles. The expenditure on branding banners was measured at approximately 49 billion Russian rubles. 

The rise of digital advertising in Russia

Online or digital advertising is a form of marketing employed by brands to promote their products or services through channels such as web browsers, social media, blogs, and apps. With almost nine in ten Russians projected to be actively using the internet monthly in 2027, more and more options arise for companies to communicate with audiences online. In 2023, Russia was expected to rank seventh in the list of the fastest-growing digital advertising markets worldwide. With the year-over-year growth rate of over 13 percent, the country was to fall behind most Latin American countries and India but to outperform Indonesia, the United States, and Turkey.

Mobile advertising is the new face of digital

Between 2024 and 2028, ads communicated on mobile devices in Russia were forecast to increase their market share by 2.6 percentage points. According to a survey from 2021, much  fewer mobile device owners used programs blocking ads on websites and apps compared to those who owned a computer in Russia. More specifically, almost a third of Russians installed ad blocking software on their PC or laptop, while only 14 percent had it on their smartphone or tablet. As a result of such exposure, 15 percent of Russians confessed to proceeding from advertising on mobile apps to a website that sold a product or service in 2022.