Use of interactive advertising tools by Russian companies in 2019

The most popular tool of interactive advertising among Russian companies in 2019 were targeted ads in social networks, which were named by approximately 86 percent of respondents. Digital video ads were used by over 50 percent of surveyed brands, while more than 40 percent employed mobile video adveritising to communicate with consumers.

Interactive advertising tools used by company brands in Russia in 2019*

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Sources

Release date

November 2019

Region

Russia

Survey time period

2019

Special properties

Advertisers**

Method of interview

Online survey

Supplementary notes

* The source specified the following information: "It has to be taken into account that part of respondents do not see a clear division between formats. For some respondents, "Programmatic/ RTB" falls into "Banner" category because the advertisement uses a banner, while "Native" can fall into "Special Projects/ Sponsorship" category since it is a relatively new format implying the ad's similarity to the website of placement."

** According to the source, participants were mostly employees responsible for ad budget allocation working for online and offline companies.

By profile, 65 percent of surveyed companies engaged in FMCG, cars, medicines, electronics, etc., five percent were retailers, primarily of clothing, footwear, and home appliances, and 13 percent were various service providers, such as communication, banking, insurance, etc.17 percent of respondents are real estate, entertainment, and media enterprises or state companies.

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