Digital ad spending forecast in Russia 2019-2024

Internet advertising expenditure in Russia reached 4.3 billion U.S. dollars in 2021. The market was forecast to fall by 48 percent as a consequence of the war in Ukraine in 2022, reaching approximately 2.2 billion U.S. dollars in that year. Online advertising involves communication with consumers via the internet. The most common formats include search, banner, social media, classifieds, and video advertising.

What share of Russian advertising is digital?

Digital advertising represented 55 percent of the total ad market in Russia in 2021. Furthermore, in the following year, the digital channel’s share was projected to increase by one percent. Over the past two decades, online ads saw a steady rise in the country, starting from a zero percent share in 2000, when the leading advertising medium by spending was television.

Programmatic advertising in Russia

Programmatic advertising refers to purchasing and managing ads using software, for example, in an automated bidding process on advertising exchanges. In 2022, programmatic was forecast to account for 85 percent of Russia’s digital ad spend. That share was expected to increase only slightly in the following four years. The total programmatic ad spend in the country was projected to reach nearly 1.3 billion U.S. dollars in 2021.