Social advertising has gone up – Newspaper Kommersant No. 33 (7478) dated 27.02.2023
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At the end of last year, the advertising market of the Russian Federation retained the top 5 investment industries, the top five advertisers remained almost unchanged, only Ozon became a new face in it. At the same time, the top 15 saw a bigger reshuffling, with cars and soft drinks plummeting while government-funded social advertising surged. She rose from 37th to 15th place. Among the venues, as a result, radio won the most.
Kommersant got acquainted with the data of Twiga Data Solutions (part of Twiga Communication Group) on the costs of advertisers in 2022. Retail remained the leader in 2022 (82.4 billion rubles), but finance rose from third in 2021 to second place (49.5 billion rubles), while media, on the contrary, fell to third (48.4 billion rubles). ). Medicines (32.2 billion rubles) and foodstuffs (27.4 billion rubles) retained fourth and fifth places, respectively.
There are also changes in the composition of the largest advertisers. Sberbank retained the first place (16.1 billion rubles), VK (9.9 billion rubles) moved up to the second place from the third, having exchanged positions with Yandex (8.5 billion rubles). Immediately doubled the position of Ozon, rising from eighth to fourth place (7.6 billion rubles). VTB became fifth instead of sixth with 7.2 billion rubles.
Advertising budgets were estimated based on Mediascope data, taking into account the costs of TV (national and regional), radio, press, the Internet (including banners and video advertising, but without the cost of performance promotion on the Internet). Outdoor advertising costs are estimated based on “Agency Expertise”.
Significant changes are also observed in the lower lines of the rating. Thus, public catering rose from 12th to 8th place, the category “digital products and services” – from 16th to 11th, clothing and footwear – from 17th to 12th. But soft drinks fell from 10th to 13th place. Rounding out the top 15 is now the “social advertising” category, which has risen to this line from 51st in 2020 and 37th in 2021. Over the year, the volume of its placement increased by 3.7 times, to 4.9 billion rubles. As a result, “household appliances” (RUB 5.2 billion) that fell by 25.7% and “Auto” (RUB 4.7 billion) that immediately sank 3.7 times became comparable with this category.
Twiga clarified that the main government spending in 2020-2021 fell on the Stopcoronavirus campaign, and in 2022 the focus shifted to national projects – Demography, Ecology and others. The government did not respond to Kommersant’s request.
The growth of government spending on advertising is confirmed in other advertising groups. “In 2022, the volume and share of public media placements increased, which is explained by the crisis and the media silence of foreign companies,” explains Vladlen Zamorsky, Director of Sustainable Development at Okkam. According to Okkam, among all areas of social advertising in general in 2021, Stopcoronavirus was in the lead by a wide margin, the All-Russian Population Census was in second place, and the Demography national project was in third. In 2022, they specify in the group, the national project “Healthcare” was in the first place, the same “Stopcoronavirus” was in the second, and support for the “special military operation” was in the third.
The main factor in the growth of the category is “the desire of the state to support the industry against the backdrop of the departure of some advertisers,” says Nikita Pribylovsky, executive director of SA Media RA. In his opinion, the most pronounced was the influence on the radio. Mikhail Eliseikin, Director of Trading and Media Partnerships at Group4Media, agrees that investments in radio promotion turned out to be the most noticeable, which helped offset losses from the fall in advertising in the auto category.
The promotion of state projects on the radio has been observed for several years, 2022 “is marked by significant growth,” confirms Vadim Tereshchuk, CEO of GPM Radio: “National projects in the field of demography, small and medium-sized businesses, education and the digital economy were heard more often than others in the top 5 segments in terms of advertising budgets. The head of PR-development, Alla Aksenova, expects that in 2023 the growth of state investments in advertising will continue due to “elections in a number of cities and an important social agenda.”
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