The Russian advertising market has grown by 14%, to 400 billion rubles, and online advertising has almost caught up with television, ”writes Kommersant with reference to the Association of Communication Agencies of Russia (AKAR).
According to AKAR, Internet advertising, which has the highest growth rates in the media, almost caught up with television advertising in terms of volume in the first half of the year: advertisers placed 75 billion rubles on the network, and 80 billion rubles on television.
In the first half of 2017, the advertising market grew by 14% to RUB 190-192 billion. “If something extraordinary does not happen, we will keep the dynamics at the level of 13-14% and in a year we can reach the level above 400 billion rubles.”, - experts comment.
The growth of online advertising over the half year was 23% higher than in the 2016 year.
Yandex's revenue from online advertising in the first half of the year grew by 22% to RUB 40,4 billion. Mail.ru Group's advertising revenue for this period increased by 27% to RUB 10,3 billion. In 2017, advertisers are especially interested in advertising on mobile devices, in social networks and video ads, says Alexey Belyaev, head of the analytical department of the commercial department of Mail.ru Group. IConGroup President Maria Chernitskaya sees the reason for the growth of online advertising in the activity of advertisers in social networks. “This is one of the growth drivers for the digital market along with contextual advertising,” she notes.
In the first half of the year, the volume of advertising in print media decreased by 14%, mainly due to the collapse of advertising publications, where revenue fell immediately by 54%.
The out-of-home segment, which includes outdoor advertising, advertising in transport, in supermarkets, cinemas, etc., grew by 10% to RUB 21 billion. Including by 30%, up to 2,5 billion rubles, the volume of advertising on transport, including in the Moscow Metropolitan, which began to be sold in 2016 after a long break, increased.