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)

Table of Contents

1.     Executive Summary

2.     Research Methodology

2.1.          Market Definitions

2.2.          Abbreviations

2.3.          Market Size And Modelling

3.     Ecosystem in Russia Online Advertisement Market

4.     Russia Online Advertising Market Overview

4.1.          Russia Online Advertisement Market Overview, Genesis and Business Cycle Graph

5.     Value Chain Analysis of Russia Online Advertising Market

5.1.          Top Advertisers In Russia Online Advertisement Market

6.     Russia Online Advertising Market Size, 2012-2018

6.1.          By Advertisement Expenditure, 2012-2018

7.     Russia Online Advertising Market Segmentation

7.1.          By Medium (Desktop and Mobile), 2018

7.2.          By Type of Online Advertisement (Performance and Branding), 2018

7.3.          By Type of Advertisement Buying and Selling (Programmatic and Non Programmatic), 2014-2018

7.4.          By Sectors, 2018

8.     SWOT Analysis of Russia Online Advertising Market

9.     Trends and Developments in Russia Online Advertising Market

9.1.          Common trends

9.2.          Technological trends

10.   Issues and Challenges in Russia Online Advertising Market

11.   Regulatory Scenario in Russia Online Advertising Market

12.   Decision Making Parameters for Advertisers

13.   Snapshot on Demand Side Platforms

14.   Snapshot on Supply Side Platforms

15.   Snapshot on Online Advertising Agencies

15.1.        Company Profiles of Major Agencies Operating in Russia Online Advertisement Market

16.   Competitive Landscape of Major Online Advertisement Platforms in Russia

17.   Company Profiles of Major Players in Russia Online Advertising Market

17.1.        Yandex

17.2.        Google

17.3.        Mail.ru

17.4.        Facebook Inc. and Instagram

18.   Russia Online Advertising Market Future Outlook, 2018-2023E

18.1.        Russia Online Advertisement Market Size, 2023E

18.2.        Future Outlook By Medium (Mobile and Desktop), 2023E

18.3.        Future Outlook By Type of Advertisement (Performance Advertising and Branding Advertising), 2023E

19.   Analyst Recommendations

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List of Figure

Figure 1‑1: Russia Online Advertisement Market Segmentation by Type of Advertisement on the Basis of Revenue in RUB Billion, 2018

Figure 3‑1: Russia Online Advertising Market Ecosystem, 2018

Figure 4‑1: Business Cycle of Russia Online Advertising Market, 2018

Figure 4‑2: Russia Spending on Advertisement on the Basis of Types of Medium in Terms of Advertisement Expenditure in Percentage (%), 2012-2018

Figure 5‑1: Russia Online Advertisement Market Working Model, 2018

Figure 5‑2: Russia Online Advertisement Market Major Players in the Value Chain, 2018

Figure 5‑3: Russia Online Advertisement Market Advertisement Expenditure on the Basis of (Banners, Mobile Buying, Programmatic, Lideogeneration, Context and Video) in Percentage (%), 2017

Figure 6‑1: Russia Online Advertising Market Size on the Basis of Advertising Expenditure in RUB Billion and Growth Rate in Percentage (%), 2012-2018

Figure 7‑1: Russia Online Advertisement Market Segmentation by Medium (Desktop and Mobile) on the Basis of Advertisement Expenditure in Percentage (%), 2018

Figure 7‑2: Russia Online Advertising Market Segmentation by Type (Performance and Branding) on the Basis of Advertisement Expenditure in Percentage (%), 2018

Figure 7‑3: Russia Online Advertisement Market Segmentation by Type of Performance (Search and CPx) on the Basis of Advertisement Expenditure in Percentage (%), 2018

Figure 7‑4: Russia Online Advertisement Market Segmentation by Type of Branding (Banners and Video) on the Basis of Advertisement Expenditure in Percentage (%), 2018

Figure 7‑5: Russia Online Advertising Market Segmentation by Type of Advertisement Buying and Selling (Programmatic and Non-Programmatic) on the Basis of Advertisement Expenditure in Percentage (%), 2014-2018

Figure 7‑6: Russia Online Advertising Market Segmentation by Type of Programmatic Advertisement (Open RTB, Mail, Programmatic Video, Private Deals, Retargeting, Programmatic Mobile, Banner Networks) on the Basis of Advertisement Expenditure in Percentage (%), 2014-2018

Figure 7‑7: Russia Online Advertisement Market Segmentation by Sectors (Retail including E-commerce, FMCG, Electronics, Automotive, Finance, Pharmaceuticals, Travel, Real Estate and Others) on the Basis of Advertisement Expenditure in Percentage (%), 2018

Figure 9‑1: Top 10 Internet User Countries on the Basis of Internet Using Population, as of Mar 2019.

Figure 9‑2: Top 10 Countries on the Basis of Internet Penetration in Percentage (%), as of Dec 2017

Figure 9‑4: Internet Users in Russia in Million, 2012-2018.

Figure ‑9‑5: Russia Online Retail Market Turnover in RUB Billions for 2012-2018

Figure 9‑6: Russia Top six Advertisement Platforms on the Basis of Social Media Network Penetration by Percentage (%), 2017

Figure 10‑1: Digitalization in Different Regions of Russia in comparison to Moscow, 2017

Figure 13‑1: Functions of Demand Side Platforms.

Figure 13‑2: Flow Chart Process of Two-Stage Resale Pricing Model of DSP, 2018

Figure 13‑3: Flow Chart Process of Commission Pricing Model of DSP, 2018

Figure 14‑1: Russia Online Advertisement Market Share of Supply Side Platforms on the Basis of Number of Domains in Percentage (%), 2017

Figure 15‑1: Russia Online Advertising Market Financial Performance of Isobar Russia on the Basis of Revenue in RUB Million, 2016-2017

Figure 16‑1: Russia Online Advertisement Market Share Major Players on the Basis of Advertising Revenue in Percentage (%), 2018

Figure 16‑2: Russia Online Advertisement Market Share of Major Players by Desktop Search Engine, on the Basis of Advertising Revenue in Percentage (%), as of 31^st June 2019

Figure 16‑3: Russia Online Advertisement Market Share of Major Players by Tablet Search Engine, on the Basis of Advertising Revenue in Percentage (%), as of 31^st June 2019

Figure 16‑4: Russia Online Advertisement Market Share Major Players by Mobile Search Engine, on the Basis of Advertising Revenue in Percentage (%), as of 31^st June 2019

Figure 16‑5: Search Engine Market Share in Russia, 2012-2018

Figure 17‑1: Yandex’s Monthly Reach on the basis of Gender and Age in Percentage (%), 2015

Figure 17‑2: Yandex Market Share in Percentage (%), 2012-2018

Figure 17‑3: Yandex Total Revenue From Online Advertisement In RUB Million And Growth Rate In Percentage (%), 2012-2018

Figure 17‑4: Yandex’s Revenue by Segments, 2016

Figure 17‑5: Google Total Revenue from Online Advertisement In RUB Billion And Growth Rate In Percentage (%), 2017-2018

Figure 17‑6: Google Market Share in Percentage (%), 2017-2018

Figure 17‑7: Mail.ru Total Revenue from Online Advertisement in RUB Billion and Growth Rate in Percentage, 2012-2018

Figure 17‑8: Mail.ru Market Share in Percentage (%), 2012-2018

Figure 17‑9: Monthly Russian Users of VKontakte (VK) by Daily Active Users and Monthly Active Users in Million, (2017-2018)

Figure 17‑10: Monthly Russian Users of Odnoklassniki (OK) by Daily Active Users and Monthly Active Users in Million, (2017-2018)

Figure 17‑11: Monthly Russian Users of Mail.Ru by Daily Active Users and Monthly Active Users in Million, (2017-2018)

Figure 17‑12: Russia Online Advertisement Market Company Financials of Mail.RU Revenue Structure by Operating Segment in RUB Million, 1H 2016

Figure 17‑13: Russia Online Advertisement Market Company Financials of Mail.RU Revenue Structure by Reporting Segment in RUB Million, 1H 2016

Figure 17‑14: Russia Online Advertisement Market Company Financials of Mail.RU Monetization Momentum by Operating Segment in Percentage (%), 2014 - 2016

Figure 17‑15: Russia Online Advertisement Market Company Financials of Mail.RU Monetization Momentum by reporting segment in percentage (%), 2015-2016

Figure 17‑18: Facebook Total Revenue from Online Advertisement In RUB Billion And Growth Rate In Percentage (%), 2017-2018

Figure 17‑19: Facebook Market Share in Percentage (%), 2017-2018

Figure 18‑1: Future Outlook and Projection for Russia Online Advertisement Market Size on the Basis of Advertising Expenditure (Value) in RUB Billion and Growth Rate in Percentage (%), 2018-2023E

Figure 18‑2: Russia Online Advertising Market Segmentation by Medium (Desktop and Mobile) on the Basis of Advertising Expenditure in Percentage (%), 2023E

Figure 18‑3: Future Outlook and Projection for Russia Online Advertisement Market Segmentation on the Basis of Type of Advertisement (Performance and Branding) in terms of Advertising Expenditure in Percentage (%), 2023E

Figure 18‑4: Future Outlook and Projection for Russia Online Advertisement Market Segmentation on the Basis of Type of Performance Advertisement (Search and CPx) in terms of Advertising Expenditure in Percentage (%), 2023E

Figure 18‑5: Future Outlook and Projection for Russia Online Advertisement Market Segmentation on the Basis of Type of Branding Advertisement (Banners and Video) in terms of Advertising Expenditure in Percentage (%), 2023E

Figure 19‑1: Major Online Advertising Models in Russia with Their Description

List of Table

Table ‑2‑1: Correlation Matrix of Russia Online Advertisement Market

Table 2‑2: Regression Coefficients Output for Russia Online Advertising Market

Table 4‑1: Overview of the Russia Online Advertisement Market including Genesis, Market Stage and Barriers to Advertising Online

Table 4‑2: Russia Spending on Advertisement on the Basis of Types of Medium in Terms of Advertisement Expenditure in RUB Billion, 2012-2018

Table 5‑1: Step Wise Process for Online Programmatic Advertising System

Table 5‑2: Russia Online Advertisement Market Major Players in the Value Chain

Table 5‑3: Overview of Programmatic Layers on the Basis of Service (Ad Blocking, Advertiser Ad Serving, Management Service, Data/Targeting, Data Management Platform, Pre-Bid Decision, Publisher and Serving, Sell Side Platform and Verification), Description, cost models and the payer for the service

Table 5‑4: Russia Online Advertisement Market Top Advertisers on the Basis of Advertisement Expenditure (Banners, Video and Programmatic) in RUB Million, 2018

Table 5‑5: Russia Online Advertisement Market Top Advertisers on the Basis of Advertisement Expenditure (Mobile Buying, Lidogeneration and Context) in RUB Million, 2018

Table 5‑6: Russia Online Advertisement Market Top 3 (La Moda, Toyota and Ford Motors) Advertisers on the Basis of Expenditure on Advertisements in RUB Million, 2017

Table 5‑7: Russia Online Advertisement Market Top Advertisers on the Basis of Advertisement Expenditure (TV, Press, Radio, OOH and Internet) in RUB Million, 2018

Table 5‑8: Russia Online Advertisement Market Top 3 (Pepsi Co, Reckitt Benckiser and Nestle) Advertisers on the Basis of Expenditure on Advertisements in RUB Billion, 2018

Table 6‑1: Rationale and Description for Russia Online Advertisement Market Size on the Basis of Advertisement Expenditure in RUB Billion, 2012-2018

Table 7‑1: Rationale and Description for Russia Online Advertisement Market Segmentation by Medium (Desktop and Mobile) on the Basis of Advertisement Expenditure in RUB Billion, 2014-2017

Table 7‑2: Russia Online Advertisement Market Segmentation by Medium (Desktop and Mobile) on the Basis of Advertisement Expenditure in RUB Billion, 2018

Table 7‑3: Rationale and Description for Russia Online Advertising Market Segmentation by Type (Performance and Branding) on the Basis of Advertisement Expenditure in RUB Billion, 2018

Table 7‑4: Russia Online Advertising Market Segmentation by Type (Performance and Branding) on the Basis of Advertisement Expenditure in RUB Billion, 2018

Table 7‑5: Russia Online Advertisement Market Segmentation by Type of Performance (Search and CPx) on the Basis of Advertisement Expenditure in RUB Billion, 2018

Table 7‑6: CPA and CPC Used by Online Shops and Marketplaces in Russia

Table 7‑7: Russia Online Advertisement Market Segmentation by Type of Branding (Banners and Video) on the Basis of Advertisement Expenditure in RUB Billion, 2018

Table 7‑8: Rationale and Description for Russia Online Advertising Market Segmentation by Type of Advertisement Buying and Selling (Programmatic and Non-Programmatic) on the Basis of Advertisement Expenditure in RUB Billion, 2014-2018.

Table 7‑9: Russia Online Advertising Market Segmentation by Type of Advertisement Buying and Selling (Programmatic and Non-Programmatic) on the Basis of Advertisement Expenditure in RUB Billion, 2014-2018

Table 7‑10: Russia Online Advertising Market Segmentation by Type of Programmatic Advertisement (Open RTB, Mail, Programmatic Video, Private Deals, Retargeting, Programmatic Mobile, Banner Networks) on the Basis of Advertisement Expenditure in RUB Billion, 2014-2018

Table 7‑11: Cross Comparison of Programmatic and Non- Programmatic Advertisement on the Basis of (Method of Buying and Selling, Purpose, Predictability of the Amount of Sales and Pricing)

Table 7‑12: Description and Rationale of Russia Online Advertisement Market Segmentation by Sectors (Retail including E-commerce, FMCG, Electronics, Automotive, Finance, Pharmaceuticals, Travel and Real Estate) on the Basis of Advertisement Expenditure in RUB Billion, 2018

Table 7‑13: Russia Online Advertisement Market Segmentation by Sectors (Retail including E-commerce, FMCG, Electronics, Automotive, Finance, Pharmaceuticals, Travel, Real Estate and Others) on the Basis of Advertisement Expenditure in RUB Billion, 2018

Table 7‑14: Preferred Advertisement Model by Different Sectors in Russia, 2018.

Table 8‑1: SWOT Analysis of Russia Online Advertising Market

Table 9‑1: The Share of Digital Marketing in Brand Marketing Budget in Russia, 2014-2016

Table 11‑1: Russia Online Advertisement Market Regulation Boards and Associations with Description

Table 11‑2: Russia Online Advertisement Market Regulations for Advertising Online in Russia.

Table 11‑3: Russia Online Advertisement Market Regulations on Product and Services Advertisements.

Table 12‑1: Decision Making Parameters for an Advertiser in Russia Online Advertisement Market

Table 13‑1: Role of Demand Side Platforms in Russia Online Advertisement Market including Definition and Role, Advantages of DSP, Pricing Model, Working Model and Buy Side Model, 2018

Table 13‑2: Major Demand Side Platforms (including Ad Sniper, Aitarget, Auditorious, Begun, Getintent, Double click Bid manager, Hybrid and Segmento) in Russia Online Advertisement Market, 2018.

Table 14‑1: Supply Side Platforms in Russia Online Advertisement Market including Definition and Role, Advantages, Major SSPs, Pricing Model, Sell Side Model and Market Size.

Table 14‑2: Major Supply Side Platforms including (AdFox, Between Digital, Republer and Soloway) in Russia Online Advertisement Market, 2018

Table 15‑1: Russia Online Advertisement Market Revenue of Internet Advertising Agencies in Russia on the Basis of Revenue in RUB Million, 2016-2017

Table 15‑2: Company Profile of Isobar Russia including Company Overview, Services Offered, USP, Major Clientele, Major Projects, Advertising Platforms and Partnership, Number of Employees and Recent Developments

Table 15‑3: Company Profile of Media Instinct Group including Company Overview, Services offered, USP, Major Clientele, Major Projects, Advertising Platforms and Partnership, Charges, Number of Employees and Recent Developments.

Table 15‑4: Company Profile of ICon Group including Company Overview, Services offered, USP, Major Clientele, Major Projects, Advertising Platforms and Partnership, Charges, Number of Employees and Recent Developments.

15‑5: Company Profile of Nectarin including Company Overview, Services offered, USP, Major Clientele, Major Projects, Charges, Number of Employees and Recent Developments.

15‑6: Company Profile of Publicis Media including Company Overview, Services offered, USP, Major Clientele, Major Projects, Advertising Platforms and Partnership, Charges, Number of Employees and Recent Developments.

Table 16‑1: Competitive Overview of Russia Online Advertising Platforms, 2018

Table 16‑2: Strength and Weakness Analysis of Yandex, Google, Mail.ru, Facebook and Instagram in Russia Online Advertisement Market

Table 16‑3: Russia Online Advertisement Market Share of Major Players (Yandex, Mail.ru, Google, Facebook/Instagram and others) on the Basis of Revenue in RUB Billion, 2018

Table 16‑4: Search Engine Market Share in Russia 2012-2018

Table 17‑1: Company Profile of Yandex Russia including Company Overview, USP, Business Model, Recent Developments, Share in Online Advertisement Expenditure, Cost per advertisement, Major Clients, Subsidiaries, Number of Users and Number of Unique Visitors, Average number of Impressions, Website Ranking, Bounce Rate, Search Queries, Page Views Recent Developments and Future Plans

Table 17‑2: Yandex Homepage Advertising Cost, July 2018

Table 17‑3: Advertising Cost at Yandex.Travel, July 2018

Table 17‑4: Advertising Cost at Yandex.Afisha, July 2018.

Table 17‑5: Advertising Cost at Yandex.TV, July 2018.

Table 17‑6: Advertising Cost at Cost of Advertising on Yandex.Afisha, Yandex.TV Program, Yandex.Music and Kino Poisk, July 2018.

Table 17‑7: Advertising Cost on Kino Poisk, July 2018

Table 17‑8: Advertising Cost on Multi-rolls on Kino Poisk, July 2018.

Table 17‑9: Advertising Cost on Yandex.Radio and Yandex.Music, July 2018

Table 17‑10: Advertising Cost for Audience package with segments of the data providers (DMP), July 2018

Table 17‑11: Advertising Cost on Yandex Video Network, July 2018

Table 17‑12: Company Profile of Google Russia including Company Overview, USP, Business Strategies, Products/Services offered, Share in Online Advertisement Expenditure, Cost per advertisement, Major Clients, Number of Users and Number of Unique Visitors, Average number of Impressions, Website Ranking, Bounce Rate, Page Views and Recent Developments

Table 17‑13: Company Profile of Mail.ru including Company Overview, USP, Business Strategies, Products/Services offered, Share in Online Advertisement Expenditure, Cost per advertisement, Major Clients, Number of Users and Number of Unique Visitors, Average number of Impressions, Website Ranking, Bounce Rate, Page Views and Recent Developments

Table 17‑14: Key Statistics of Mail.Ru, 2014-2017

Table 17‑15: Services provided by Mail.ru along with Number of Active Accounts as of July 2018.

Table 17‑16: Advertising Cost in Mail.ru

Table 17‑17: Advertising Cost in Mail.ru Display

Table 17‑18: Advertising Cost in Mail.ru Media Kits

Table 17‑19: Advertising Costs in Maps.me

Table 17‑20: Seasonal Rates used for Calculation of Advertisement Costs by Mail.ru as of July 2018

Table 17‑21: Advertising Costs Terms and Conditions of Mail.ru as in July 2017

Table 17‑22: Company Profile of Facebook Inc. and Instagram including Company Overview, USP, Video Ad formats, Business Strategies, Share in Online Advertisement Expenditure, Cost per advertisement, Advantages, Cost per advertisement, Brands, Average number of Interactions and Recent Developments

Table 18‑1: Future Outlook and Projection for Russia Online Advertisement Market Size on the Basis of Advertising Expenditure (Value) in RUB Billion, 2023E

Table 18‑2: Future Outlook and Projection for Russia Online Advertisement Market Segmentation on the Basis of Medium (Mobile and Desktop) in RUB Billion, 2023E

Table 18‑3: Future Outlook and Projection for Russia Online Advertisement Market Segmentation on the Basis of Type of Advertisement (Performance and Branding) in terms of Advertising Expenditure in RUB Billion, 2023E

Table 18‑4: Future Outlook and Projection for Russia Online Advertisement Market Segmentation on the Basis of Type of Performance Advertisement (Search and CPx) in terms of Advertising Expenditure in RUB Billion, 2023E

Table 18‑5: Russia Online Advertising Market Segmentation by Type of Advertising (Search, CPx, Video and Banners) Future Projections on the Basis of Advertising Expenditure in RUB Billion, 2023E

Table 19‑1: Analyst Recommendations for Russia Online Advertising Market

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