Digital advertising in Russia - statistics & facts

Digital advertising is the fastest-growing segment of the advertising market in Russia. Over the past decade, the internet has steadily increased its popularity as an advertising channel. Consequently, it has been attracting higher investment volumes than traditional formats, such as television and print media. Online ads accounted for over 54 percent of the total advertising expenditure in the country in 2021, a figure that was below 10 percent in 2009. In particular, financial services and marketplaces occupied the largest share in the Russian digital advertising market in 2022, at approximately 13 percent and 10 percent of the total, respectively. Nevertheless, the dominance of digital advertising began to decrease slightly, as the year-over-year growth rate of digital advertising spending dropped by two percent in 2022.

Leading online advertising formats in Russia

The largest segment of digital advertising in Russia is performance CPX, which refers to a pricing model in which an advertiser pays for specific results; for instance, clicks, leads, and orders triggered by the ad. In 2022, the total spending on performance CPX exceeded 140 billion Russian rubles. Furthermore, Russia witnessed a rapid growth in retail media advertisements, or ads run by a brand on a retailer's e-commerce site or app, with their budget rising by 127 percent in 2022 relative to the previous year. Digital classifieds were also projected a continuous growth between 2022 and 2027, surpassing 119 million U.S. dollars in the latest year. Online classifieds are most commonly sold by the number of lines or characters with additional rates for bold text or highlighted borders, and are used for advertisements relating to jobs, services, and real estate.

Impact of the war in Ukraine on digital advertising in Russia

Following Russia's invasion of Ukraine in February 2022, Google Ads stopped operating in Russia. Furthermore, as Meta platforms Facebook and Instagram were restricted in the country, advertisers could not place ads on them any longer. Equally important was a large number of foreign advertisers leaving Russia. Among selected international companies, Booking.com occupied the largest share in the country's digital advertising spending, at over one percent as of March 2022. Faced with these challenges, market players promoted on other social media networks, such as VK and Telegram, as well as used other formats, such as targeted SMS marketing. In April 2022, approximately one half of interactive advertising professionals in Russia expected the industry to shrink by 26 to 50 percent in that year.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Dec 21, 2023

Key insights

Digital advertising spending in Russia
392bn RUB
Russia's rank among fastest-growing digital ad markets worldwide
7th
Mobile share in digital ad spending in Russia
40%
Get more insights

Editor’s Picks Current statistics on this topic

Advertising expenditure in Russia from 2000 to 2022, by medium (in billion Russian rubles)

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The shape of the digital advertising industry
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Programmatic advertising in Europe
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Digital retail media advertising in Europe
Digital retail media advertising in Europe
Advertising in Czechia
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