Digital advertising market growth in Russia 2022, by segment

The digital advertising market in Russia remained on the same level in 2022 compared to the previous year, recording a zero percent growth rate. The fastest growing segments were performance retail media ads and classifieds, whose spending increased by 127 percent and 40 percent, respectively. Performance instream video ads recorded the most significant decrease, by 76 percent compared to 2021.

How much is spent on digital advertising in Russia?

In 2021, Russian advertisers spent over four billion U.S. dollars on digital advertising. After having nearly halved in 2022, the expenditure was forecast to increase in the following years and reach around 2.9 billion U.S. dollars in 2024. In general, online advertising spend in Central and Eastern Europe was significantly lower compared to North America, Asia-Pacific, and Western Europe. The total CEE spending on internet ads exceeded 9.5 billion U.S. dollars in 2021.

Influencer marketing in Russia

Influencer marketing is steadily developing in Russia. In 2020, Russian Instagram influencers had a total revenue of seven billion Russian rubles. To compare, YouTube influencer earnings exceeded four billion Russian rubles.