Russian Internet services significantly increased their advertising investment in March and April. “Kommersan”citing sources from the advertising market.
According to the addressees of the publication, this category of advertisers increased their purchases by seven times compared to the same period last year.
The material notes that in the first two months of spring, about 80% of investments by Internet companies fell on federal television, and outdoor advertising – 15%. In monetary terms, domestic Internet services investments in TV advertising increased sixfold, in outdoor advertising – 18 times. VK Music became a leader in acquisitions.
According to experts, this is how streaming services want to attract viewers of foreign competitors leaving Russia. But, according to experts, the increase in advertising purchases of Russian services does not compensate for the withdrawal of large foreign advertisers, and the trend may be short-term.
VK, Gazprom Media (runs Rutube) and Yandex (Yandex.Music, Kinopoisk, etc.) refused to comment.
Formerly music companies and online movie theaters warned Russian authorities on the risks of settlement for rubles with content copyright holders.