In January-June 2023, the Russian advertising market showed high growth rates, increasing by 27% compared to the same period of the previous year, reaching 315 billion rubles. In the first half of 2021 before the crisis, the increase was 19%. This is evidenced by the data Union of Russian Communication Agencies (CAR).
Industry experts provide other estimates of market volume for the analyzed period. So, according to the calculations of OMD OM Group, the increase reached 289.4 billion rubles with 15%, and Group4Media believes that the growth reached 327-330 billion rubles with 30%. vedomosti.
All of the companies surveyed agree that the online advertising segment, where growth ranges from 20% to 46% according to estimates, shows the best dynamics. This is because ads in online stores and marketplaces are integrated into the overall rating.
In addition, the outdoor advertising and radio market grew at a high rate, from 18% to 30%. At the same time, the advertising volume in the print media, on the contrary, decreased by 19%. Estimates of TV ad volume range from 5% to 9%.
Experts attribute the dynamics of the advertising market to the increase in investments of domestic retailers, financial companies and other sectors and the increase in advertising prices. It is predicted that positive dynamics will continue at the level of 16-30% until the end of 2023.
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