Online ad effectiveness evaluation methods in Russian firms 2019

The most common method to assess the effectiveness of online advertisements in Russia as of 2019 was by looking at the website traffic, as per 78 percent of surveyed company representatives. Approximately 60 percent measured it by frequency of search queries related to their brands. Nearly one half of participants said their enterprises evaluated success of online ads by checking the number of orders or sales.

Methods of evaluation of online advertising effectiveness 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

* 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.

** Indicator of financial profit from the customer.

Respondents could submit several answers.

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