ERIR: Results of the russian digital advertising market in 2023

  • Market Volumes. Roskomnadzor registered advertising budgets totaling 634.9 billion rubles including VAT in 2023.
  • Quarterly Dynamics. By the fourth quarter, the number of registrations in the system significantly increased to 650,000 companies registering advertising, reflecting market concerns about imposed fines.
  • Labeling and Transparency. The introduction of a labeling system contributed to increased market transparency, particularly noticeable in the regional segment.

The quarterly dynamics indicate a significant increase in the number of advertisers registered in the Unified Internet Advertising Registry (#ERIR) by the end of the year, especially after the introduction of fines. Thus, legislative changes stimulate the market towards greater responsibility and discipline in advertising material labeling.

State of the Internet Advertising Market According to Roskomnadzor

According to #information from Roskomnadzor, 1.2 million advertisers, more than 5.7 thousand advertising agencies, and over 48.1 thousand advertising system operators, including major market players, were entered into the system. The total number of active advertising creatives registered in ERIR reached 2 billion, with over 23 trillion impressions.

The average budget of an advertiser for internet advertising in the fourth quarter was 335 thousand rubles.

Market Analysis and Evaluations by AKAR

Experts from AKAR conducted a comparative analysis of ERIR data and their market assessments, confirming overall data alignment. They also noted a redistribution of internet budgets into new market segments and mentioned that some traditional media have expanded their presence through internet segments.

Contribution of Micro Enterprises and the Regional Aspect

According to the year-end results, a significant portion of advertising budgets was attributed to micro enterprises. Experts highlight the regional segment of internet advertising as particularly interesting for analysis, given its development and contribution to the overall market picture.

Future Development Prospects of the Internet Advertising Market

In the long term, ERIR data suggest an evolution of the market towards enhanced transparency and regulation. This, in turn, could lead to increased trust in the advertising industry and enhanced effectiveness in the digital ecosystem.

Implications for Publishers

Publishers will need to monitor labeling to avoid fines.

Forecast

The market may soon see even stricter internet regulation, including its advertising component.

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