Between January and June 2023, Russia’s advertising market demonstrated robust growth, with overall activity rising by about 27 percent year over year and tallying roughly 315 billion rubles. By comparison, the first half of 2021, before the crisis, showed a 19 percent increase. These figures are reported by the Union of Russian Communication Agencies (CAR).
Other industry observers present alternative estimates for the same period. For instance, OMD OM Group calculates the market at around 289.4 billion rubles with a 15 percent rise, while Group4Media places growth at about 327-330 billion rubles, representing roughly a 30 percent expansion. These assessments are cited by Vedomosti (the business daily).
All the firms surveyed concur that online advertising is the standout segment in terms of momentum, with growth estimates ranging from 20 to 46 percent. The reason is straightforward: online ads are increasingly integrated into product ratings on e-commerce platforms and marketplaces, boosting visibility and performance across digital ecosystems.
Beyond the digital realm, the outdoor and radio sectors also reported notable expansion, with growth in the 18 to 30 percent band. In contrast, print advertising posted a decline, with volumes down by about 19 percent. Television ad volume projections sit in a modest range of 5 to 9 percent.
Experts attribute the market’s favorable trajectory to heightened investments from domestic retailers, financial firms, and other sectors, coupled with rising advertising prices. Analysts forecast that positive dynamics will persist through 2023, with growth continuing in the 16 to 30 percent range as the year progresses.
In a separate note, a well-known blogger highlighted a campaign in early August emphasizing systematic advertising for online casinos, illustrating a push toward regulated online entertainment sectors in the digital advertising mix. This example underscores how content strategies and platform rules influence budget allocation and media planning across the year.
Looking ahead, industry commentators discuss how creators and brands are navigating evolving consumer attention, shifts in media mix, and regulatory considerations. The central theme remains clear: advertising in the current environment is dynamic, with digital channels driving much of the expansion while traditional formats adjust to market realities and price movements. The overall takeaway is that the market benefits from intensified demand within key sectors and continued innovation in how messages reach audiences across screens and devices.