05.06.2023, 15:15
The Russian advertising market grew by 8% in the first quarter
Source: OREANDA-NEWS
OREANDA-NEWS The Russian advertising market in the first quarter of 2023 increased by 8% compared to the same period last year, to 140-145 billion rubles, the Association of Communication Agencies of Russia (ACAR) reported.
ACAR experts note that according to quantitative indicators, the domestic advertising market has emerged from the crisis, demonstrating positive dynamics.
Starting from the middle of 2022, the regional market shows higher dynamics.
"And although this is not happening in all segments, in general, this trend is clearly visible. The volume of the domestic regional advertising market (excluding the Moscow market) in the means of its distribution across four media segments - television, radio, press and outdoor advertising - reached 9.5-9.7 billion rubles, which is about 12% more than a year earlier," the press release says.
AKAR, as before, did not disclose the dynamics and volumes of advertising in certain market segments: Internet, TV, press, etc.
"As a result of radical changes in the domestic advertising market, affecting both the structure of advertisers, the structure of advertising agencies, and the structure of advertising platforms, difficulties have arisen with assessing the volume of the advertising market, especially in terms of individual segments," the press release says. - This was influenced by two groups of factors. Firstly, the Russian advertising market has lost some important sources of information, which have not yet been fully replaced, and which takes time. Secondly, new sub-segments and directions are currently developing most rapidly in the market, for which there is no common understanding of how to take into account and verify their volumes. In all segments, the digital component continues to increase, and in some "traditional" segments and sub-segments of the market, it already reaches or even exceeds half of all advertising revenue."
In this regard, ACAR sees an objective need for a serious rethinking of the market structure, the allocation of new segments and subsegments, as well as the search for solutions for volume estimation technologies and their verification. Interested market participants have already started consultations in this direction.
ACAR experts note that according to quantitative indicators, the domestic advertising market has emerged from the crisis, demonstrating positive dynamics.
Starting from the middle of 2022, the regional market shows higher dynamics.
"And although this is not happening in all segments, in general, this trend is clearly visible. The volume of the domestic regional advertising market (excluding the Moscow market) in the means of its distribution across four media segments - television, radio, press and outdoor advertising - reached 9.5-9.7 billion rubles, which is about 12% more than a year earlier," the press release says.
AKAR, as before, did not disclose the dynamics and volumes of advertising in certain market segments: Internet, TV, press, etc.
"As a result of radical changes in the domestic advertising market, affecting both the structure of advertisers, the structure of advertising agencies, and the structure of advertising platforms, difficulties have arisen with assessing the volume of the advertising market, especially in terms of individual segments," the press release says. - This was influenced by two groups of factors. Firstly, the Russian advertising market has lost some important sources of information, which have not yet been fully replaced, and which takes time. Secondly, new sub-segments and directions are currently developing most rapidly in the market, for which there is no common understanding of how to take into account and verify their volumes. In all segments, the digital component continues to increase, and in some "traditional" segments and sub-segments of the market, it already reaches or even exceeds half of all advertising revenue."
In this regard, ACAR sees an objective need for a serious rethinking of the market structure, the allocation of new segments and subsegments, as well as the search for solutions for volume estimation technologies and their verification. Interested market participants have already started consultations in this direction.
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