Russia Online Advertising Market Outlook to 2023: Ken Research

The report titled “Russia Online Advertising Market Outlook to 2023 by Medium (Desktop and Mobile), By Type of Online Advertisement Buying and Selling (Non-Programmatic and Programmatic), by Type of Online Advertisement (Performance and Branding), by Sector (Retail and E-commerce, FMCG, Electronics, Automotive, Finance, Pharmaceuticals, Travel, Real Estate and others)” provides a comprehensive analysis of Russian Online Advertising market including market introduction, market ecosystem, value chain, market size, and market segmentation. The report also covers emerging growth drivers and trends; issues and challenges; decision making parameters; competitive the landscape of major players, future industry analysis, upcoming business models, government regulations and analyst recommendations. The report concludes with future market projection and analyst recommendations highlighting the major opportunities and cautions.

Russia Online Advertising Market Outlook

Market Overview

Russia online advertisement market is currently placed in the growth stage with strong possibility for further development at a faster pace with positive trends expected in the industry. Moreover, the market has witnessed a strong growth in the past six years owing to growth in the number of internets and mobile users, rising trends of social media use, growth in the e-commerce market, the surge in programmatic advertisements, new metrics development, growth in Smartphone market, and launch of various innovative products by various publishers. The online advertising expenditure witnessed by online advertising market in Russia registered a positive double-digit CAGR of around 20.7% during the period 2012-2018.

Market Segmentation:

By Medium (Desktop and Mobile): Online advertising majorly has two medium including desktop and mobile. Desktop contributed the majority expenditure share in 2018.This has been followed by mobile advertisements. Availability of client-side tracking such as number of clicks and impressions, the connection speed of fiber-optic broadband network, bigger screen size and other relevant factors have led desktop advertising in 2018 to be majorly dominant.

By Type of Online Advertisement: In 2018, performance-based advertisements have dominated the online advertisement market in Russia followed by branding advertisements. The performance-based advertisement market observed a shift from search performance advertisements to CPx advertisements during 2013-2018. The branding advertisement saw a decline in the study period of 2013-2018 due to the fall in demand for banner advertisements. Advertisers shifted their demand from traditional banner advertisements to more interactive advertisement options including video and CPx models.

By Type of Online Advertisement Buying and Selling: The Russian online advertisement saw a rise in the use of programmatic buying and selling of advertisements in 2018 as advertisers became aware of the reach and advantages of programmatic technology. However, The Russia online advertisement market was largely dominated by non-programmatic advertisements.The programmatic advertisement buying and selling has been gaining popularity due to the optimal and efficient placement of advertisements online.

By Sector: The major sectors of advertising online include Retail and E-commerce, FMCG,

Electronics, Automotive, Finance, Pharmaceuticals, Travel, Real Estate, and others.Retail contributed majority expenditure share in online advertising in 2018 followed by FMCG, electronics, automotive, finance, pharmaceuticals, travel, real estate, and others.The major segments including retail, FMCG, electronics and automotive have shifted to the programmatic advertisement.

Competitive Landscape in Russia Online Advertising Market: The Russia's online advertising market is highly concentrated with major advertising platforms in Russia belonging to companies with Russian origin. Yandex, Google, Mail.ru and Facebook are the major players in online advertising in Russia. The platforms compete on the basis of reach of their advertisements, insights, target audience, flexibility and cost.The major differentiating parameter amongst the competitors is their use of Russian-language morphology-based search capabilities.

Russia Online Advertising Market Future Outlook and Projections

Online the advertising market in Russia is rapidly growing, with expectations of online advertisement revenue surpassing other mediums of advertisement including television. In the future, it is anticipated that the online advertising expenditure will increase at a CAGR of 20.5% during the period 2018-2023E. The growth in the online advertisement market in Russia will be augmented by the increase in internet penetration in the country; increased use of smartphones to access the internet and rising social media usage. Advertisers from Banking, Automotive, and Real Estate is expected to increase the greatest share of its advertisement spend on online platforms. The advertisers in the market are expected to shift their mode of advertisements from the offline platforms to the online platforms as it facilitates an easy quantification of return on investments. The better and improved technology including programmatic advertisements, native advertisements, geo-targeting, hyper-localized targeting will augment the revenue generated in the market. The rise in the development of more creative and impactful advertisements by agencies is expected to increase the expenditure of advertisers online.

Key Segments Covered:-

By Medium

Desktop

Mobile

By Type of Online Advertisement Buying and Selling

Non-Programmatic

Programmatic

By Type of Online Advertisement

Performance

CPx

Branding

Video

Banners

By Sector

Retail and E-commerce

FMCG

Electronics

Automotive

Finance

Pharmaceuticals

Travel

Real Estate

Key Target Audience:-

Advertising Agencies

Social Networking Platforms

End User Industries Investing in Online Advertising

Private Equity Investors

Time Period Captured in the Report:-

Historical Period: 2013 - 2018

Forecast Period: 2019E – 2023E

Companies Covered (Major Ad Agencies):-

Isobar Russia

Media Instinct Group

ICON Group

Nectrain

Publicis Media

OMD Resolution

Media Direction Group

Major Online Platforms:-

Yandex

Google

Mail.ru

Facebook

Key Topics Covered in the Report:-

Executive Summary

Research Methodology

Russia Online Advertising Market Ecosystem

Russia Online Advertising Market Overview

Russia Online Advertising Market Value Chain Analysis

Russia Online Advertising Market Size (2013-2018)

Russia Online Advertising Market Segmentation by Medium (Desktop and Mobile)

Russia Online Advertising Market Segmentation by Type of Online Advertisement Buying and Selling (Non-Programmatic and Programmatic)

Russia Online Advertising Market Segmentation by Type of Online Advertisement (Performance and Branding)

Russia Online Advertising Market Segmentation by Sector (Retail and E-commerce, FMCG, Electronics, Automotive, Finance, Pharmaceuticals, Travel, Real Estate and others)

SWOT Analysis of Russia Online Advertising Market

Trends and Developments in Russia Online Advertising Market

Issues and Challenges in Russia Online Advertising Market

Regulatory Scenario in Russia Online Advertising Market

Decision Making Parameters for Advertisers in Russia Online Advertising Market

Snapshot on Demand Side Platforms in Russia Online Advertising Market

Snapshot on Supply Side Platforms in Russia Online Advertising Market

Snapshot on Online Advertising Agencies in Russia Online Advertising Market

Competitive Scenario of Russia Online Advertising Market

Russia Online Advertising Market Future Outlook, 2018-2023E

Analyst Recommendations

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