the volume of white online advertising in 2023 reached 400 billion rubles. – Kommersant

Roskomnadzor for the first time disclosed data on the volume of advertising in the Russian segment of the Internet based on reports received under the law on advertising in the digital environment, it said RBC with reference to the Unified Register of Internet Advertising (ERIR). According to it, over the nine months of 2023, the number of advertisers placing ads on the Internet exceeded 940 thousand, and their advertising costs amounted to more than 400 billion rubles.

According to Roskomnadzor, advertisers were least active in January and February. The volume of advertising budgets for other months varies from 43 billion to 50 billion rubles. per month. In August-September, the number of new market participants registered in the ERIR doubled the total figures for the previous seven months.

49 thousand platforms were used to distribute advertising on the Internet. These include websites, mobile applications, accounts on social networks and instant messengers, smart TV. The most popular forms of advertising were banners and text and graphic blocks. Among advertising systems, Yandex and VK platforms remained the leaders.

According to RBC estimates, advertisers engaged in retail and wholesale trade allocated the most funds for online advertising: they accounted for a quarter of the budgets, or about 100 billion rubles. In second place are companies working in the field of communications and information (19%, or 76 billion rubles), in third place are advertisers from the field of finance and insurance (9%, or 36 billion rubles). Another 3% (approximately 12 billion rubles each) was accounted for by construction, real estate transactions, healthcare and social services.

As a Platforma survey showed, every third Russian business continues to promote itself on prohibited social networks. Most often, entrepreneurs place advertisements on Facebook (45%) and Instagram (about 40%) – both social networks belong to Meta, which is recognized as extremist in Russia and is banned. Just over a third of respondents named TikTok as their platform for promotion.

Details are in the Kommersant FM article. “Business does not leave the net”.

Laura Keffer