E-com, finance and trade occupy more than a third of the Russian advertising market
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The share of the three largest categories in the Russian advertising market – e-com, finance and trade – reached 38% in 2023. Alexander Sirovatsky, vice president for strategy at Media Instinct Group, spoke about this at the conference “Media space 2023: content of the future”organized by the Kommersant Publishing House.
According to him, the total volume of the media market in the past year amounted to 746 billion rubles. against 578 billion rubles. in 2021 and 494 billion rubles. in 2019. For the fifth year now, e-com has remained the leader among the categories, whose share during this time has increased from 10% to 15%. Finance came in second place (growth from 6% to 13%), although previously the “silver” was taken by pharmacology (in 2019 – 10%, in 2021 – 12%, in 2023 – 8%). Finally, trade took third place (growth from 8% to 10%).
Thus, the combined share of the three largest advertising categories in 2023 reached 38%. In 2021 it was 27% (market volume – 578 billion rubles), and in 2019 – 24% (494 billion rubles). E-com, finance and trade will continue to be the main driver of the advertising market in Russia in the future, Mr. Sirovatsky predicted.
He also provided data on the structure of the media market in 2023. Thus, half of advertising is on the Internet: search (17%, 128 billion rubles), video (5%, 38 billion rubles) and other formats (28%, 209 billion rubles). Television occupies 27% (198 billion rubles), e-com – 10% (75 billion rubles), outdoor advertising – 8% (60 billion rubles), bloggers and radio – 2% each (18 billion and 16 billion rubles respectively).
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