Internet advertising and promotion market in 2024 is a towards digitalization of advertising communications. It is significant that the growth dynamics in this segment outpace the overall indicators of the advertising market in the media. This once again confirms that interactive formats continue to increase their share in the media mix.” said
ARIR Vice President Alexey Belyaev.
In traditional segments. the rcs data volume of performance advertising increased by 24%. ARIR experts estimated the segment at 437.7 billion rubles. Investments in Branding Video amounted to 32 billion rubles. which is 23% more than a year earlier. Costs for banner advertising increased by 50% – they reached 73 billion rubles.
Influence Marketing showed the greatest growth among
innovative formats. Its volume increased by 161% and reached 47 billion rubles. Expenditures on E-Retail Media Ad amounted to 381 billion rubles. The segment continues to grow steadily. by 133% year-on-year.
FG Finam analyst Leonid Delitsyn explained the reasons for the rapid growth of the interactive advertising market: “Thanks to the popularity of online stores. a new phenomenon has emerged – E-Retail Media. and fans datathanks to social networks. the influencer market has flourished. If offline retail chains simply charged manufacturers for shelf space. then marketplaces created an online promotion market – advertising on E-Retail Media. Its volume is 3.5 times larger than the image advertising market using banners and videos. This figure. thanks to a growth rate of 133%. is almost equal to the volume
“According to our forecasts. the online advertising
and promotion market will continue to grow in 2025. although the growth rate may slow down compared to 2024. This what types of developers you should look for is due to the fact that many companies have already completed the transition to digital channels. and the basic indicators are becoming higher. which makes it difficult to
maintain such high growth rates. By the end of 2025. the market volume may reach 1.6-1.8 trillion rubles. which will be an increase of 30-40% compared to 2024. The main driver of growth will be the development of local technologies. as Russian IT companies will continue to introduce innovations such as neural networks. AR/VR technologies and programmatic platforms. which will increase the effectiveness of advertising.” suggested Freedom Finance Global analyst Vladimir Chernov.