AKAR statistics on Russian digital advertising
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According to the Association of Communication Agencies of Russia (AKAR), 417 billion rubles were spent on advertising in Russia in 2017, which is 14% more than in 2016. The Internet advertising market volume increased by 22% and reached 166.3 billion rubles. About 80% of advertising budgets are allocated for performance-based advertising. Medium and small advertisers, as well as mobile and video advertising, are gaining weight on the Internet.
The largest segment of the Internet advertising is paid search advertising. Its costs increased by 25% and reached 73 billion rubles. Companies spent 58.9 billion rubles on ads in social networks and mobile apps, it is 19% more than in 2016.
Yandex and Mail.Ru Group dominate the Russian internet advertising market. They have two-thirds of the total Internet advertising revenue in 2017. The Yandex’s share in the Internet advertising sector was 53%, and that of Mail.Ru – 14%. The companies follow the latest tendencies of the advertising business. Due to the growing importance of mobile advertising and advertising in social networks, they develop tools and formats for promoting products there and ensuring transparency in this sector.