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)
August 2019
160
About the Report
About the Report
Market Overview
Market Segmentation:
By Medium (Desktop and Mobile): Online advertising majorly has two medium including desktop and mobile. Desktop contributed 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 has 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 the 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 optimal and efficient placement of advertisements online.
By Sector: The major sectors advertising online include Retail and E-commerce, FMCG,
Competitive Landscape in Russia Online Advertising Market: The Russia online advertisement 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
Products
Products
By Medium
- Desktop
- Mobile
By Type of Online Advertisement Buying and Selling
- Non-Programmatic
- Programmatic
By Type of Online Advertisement
- Performance
- Search
- CPx
- Video
- Banners
- Branding
By Sector
- Retail and E-commerce
- FMCG
- Electronics
- Automotive
- Finance
- Pharmaceuticals
- Travel
- Real Estate
Companies
Companies Covered (Major Ad Agencies):
- Isobar Russia
- Media Instinct Group
- ICON Group
- Nectrain
- Publicis Media
- OMD Resolution
- Media Direction Group
Major Online Platforms
- Yandex
- Mail.ru
Table of Contents
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
Disclaimer
Contact Us
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 31st 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 31st 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 31st 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
Why Buy From US?
What makes us stand out is that our consultants follows Robust, Refine and Result (RRR) methodology. i.e. Robust for clear definitions, approaches and sanity checking, Refine for differentiating respondents facts and opinions and Result for presenting data with story
We have set a benchmark in the industry by offering our clients with syndicated and customized market research reports featuring coverage of entire market as well as meticulous research and analyst insights.
While we don't replace traditional research, we flip the method upside down. Our dual approach of Top Bottom & Bottom Top ensures quality deliverable by not just verifying company fundamentals but also looking at the sector and macroeconomic factors.
With one step in the future, our research team constantly tries to show you the bigger picture. We help with some of the tough questions you may encounter along the way: How is the industry positioned? Best marketing channel? KPI's of competitors? By aligning every element, we help maximize success.
Our report gives you instant access to the answers and sources that other companies might choose to hide. We elaborate each steps of research methodology we have used and showcase you the sample size to earn your trust.
If you need any support, we are here! We pride ourselves on universe strength, data quality, and quick, friendly, and professional service.