Research on the Russian internet advertising market in 2023: ecosystem growth

  • Sustainable Growth. Since 2008, the internet advertising market has shown consistent growth in investment volumes, achieving significant growth in 2023 compared to previous years.
  • Ecosystem Leaders. Major positions in the market are held by large ecosystems, reinforcing the trend towards ecosystem transformation of the market.
  • Consequences of the Crisis. Despite the crisis year of 2022 and the departure of significant foreign platforms, the market leaders' structure remained stable, with an increase in budgets of domestic companies.

The internet advertising market in #Russia, following global trends, is experiencing significant transformations. Over the last 15 years, it has shown noticeable growth and structural change, though the last two years have brought their own adjustments. #Research by #AdIndex and Digital Budget reveals interesting figures and dynamics.

Advertising Market Volume and Its Drivers

The market volume reached 266 billion rubles and almost doubled compared to the crisis year of 2022 and even pre-crisis 2021. In 2018, the market volume reached a "plateau" fluctuating between 120-160 billion rubles and 2023 showed very significant growth. When assessing growth, fluctuations in the ruble exchange rate in 2023 and the overall economic situation should be considered.

According to research, financial services and universal marketplaces are key drivers of the market. Major players like Sber, Ozon, and Wildberries have demonstrated ecosystem transformation.

Market Consolidation

Market consolidation continues to intensify, with the share of internet advertising among the largest players slightly lagging behind similar figures in television advertising but higher than on the radio.

Implications for Publishers

Platforms should consider their opportunities for collaboration with #Retail Media and how to attract relevant audiences.

Future Forecasts

It is anticipated that the positions of ecosystems will strengthen in the future, and advertising budgets will grow.

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