In 2017, the cost of advertisers for Internet promotion is equal to the cost of television advertising, Vedomosti writes with reference to the analytical report of BCS Global Markets investment bank.
According to BCS statistics, in 2016, online advertising accounted for 38% of the entire Russian advertising market, and in 2017 its share will increase to 41% and will be compared with TV advertising. And in 2018, the Internet will become the largest segment of the advertising market with a share of 43%.
The online advertising market will continue to grow, while the share of TV advertising will gradually decline, experts predict.
The basis for BCS Global Markets forecasts was the statistics of the Association of Communication Agencies of Russia (AKAR).
According to the results of 2016, AKAR issued a report according to which the volume of the TV advertising market in Russia in the first three quarters of 2016 was 150,8 billion rubles, while the volume of the online advertising market was 136 billion rubles.