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Digital advertising in Russia - statistics & facts

Digital advertising is the fastest-growing segment of the advertising market in Russia. Over the past decade, the internet has steadily increased its popularity as an advertising channel; consequently, it has been attracting higher investment volumes than traditional formats, such as television and print media. Online ads accounted for over 53 percent of the total advertising expenditure in the country in 2020, a figure that was below 10 percent in 2009. Moreover, the dominance of digital advertising is forecast to continue, as the Russian advertisers' spending on digital ads is predicted to increase from 3.9 billion U.S. dollars in 2020 to 5.4 billion U.S. dollars in 2024. As the market expands, new methods of online ad fraud emerge; for example, click fraud and hidden ads. In 2020, economic losses from ad fraud in Russia reached 0.32 billion U.S. dollars.

Leading online advertising formats in Russia

The highest-grossing digital advertising and marketing segment in Russia is performance-based advertising, which refers to a pricing model in which an advertiser pays for specific results; for instance, clicks, leads, registrations, and other user actions triggered by the ad. The segment covers formats such as search and targeted social media ads. In 2020, performance-based advertising generated a revenue of 218 billion Russian rubles. Furthermore, Russia witnesses a growth in display advertising spending, which is forecast to reach 1.75 billion U.S. dollars in 2021. Display ads are most often placed in the form of banners and other content types on websites and mobile apps. The highest revenue growth rates among digital ad segments were recorded for outstream video advertising and influencer marketing, at over 60 percent each in 2020.

Mobile advertising in Russia

Mobile advertising is a growing trend in the Russian and global advertising industry. Between 2020 and 2025, ads communicated on mobile devices are forecast to increase their revenue share from 30 to 39 percent. Examples of mobile ads include SMS (Short Message Service) and in-app advertising. According to a survey conducted in 2020, one-third of Russian company brands placed ads in mobile apps for performance purposes, while almost 30 percent used them for branding. Furthermore, when asked which ad technologies they would like to experiment with in 2020, approximately one-quarter of businesses named advertising in messenger apps.

Key figures

The most important key figures provide you with a compact summary of the topic of "Digital advertising in Russia" and take you straight to the corresponding statistics.

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Digital advertising in Russia

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Digital advertising in Russia - statistics & facts

Digital advertising is the fastest-growing segment of the advertising market in Russia. Over the past decade, the internet has steadily increased its popularity as an advertising channel; consequently, it has been attracting higher investment volumes than traditional formats, such as television and print media. Online ads accounted for over 53 percent of the total advertising expenditure in the country in 2020, a figure that was below 10 percent in 2009. Moreover, the dominance of digital advertising is forecast to continue, as the Russian advertisers' spending on digital ads is predicted to increase from 3.9 billion U.S. dollars in 2020 to 5.4 billion U.S. dollars in 2024. As the market expands, new methods of online ad fraud emerge; for example, click fraud and hidden ads. In 2020, economic losses from ad fraud in Russia reached 0.32 billion U.S. dollars.

Leading online advertising formats in Russia

The highest-grossing digital advertising and marketing segment in Russia is performance-based advertising, which refers to a pricing model in which an advertiser pays for specific results; for instance, clicks, leads, registrations, and other user actions triggered by the ad. The segment covers formats such as search and targeted social media ads. In 2020, performance-based advertising generated a revenue of 218 billion Russian rubles. Furthermore, Russia witnesses a growth in display advertising spending, which is forecast to reach 1.75 billion U.S. dollars in 2021. Display ads are most often placed in the form of banners and other content types on websites and mobile apps. The highest revenue growth rates among digital ad segments were recorded for outstream video advertising and influencer marketing, at over 60 percent each in 2020.

Mobile advertising in Russia

Mobile advertising is a growing trend in the Russian and global advertising industry. Between 2020 and 2025, ads communicated on mobile devices are forecast to increase their revenue share from 30 to 39 percent. Examples of mobile ads include SMS (Short Message Service) and in-app advertising. According to a survey conducted in 2020, one-third of Russian company brands placed ads in mobile apps for performance purposes, while almost 30 percent used them for branding. Furthermore, when asked which ad technologies they would like to experiment with in 2020, approximately one-quarter of businesses named advertising in messenger apps.

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