In 2017 Russian advertising market grew by 14% to 417 billion rubles, according to Association of communication agencies of Russia (ACAR). It will gradually slow down in coming years, predict analysts of Zenith (part of the advertising group Publicis Media). However, with background of low dynamics of global advertising market, Russia together with other developing countries will form “backbone” of the world’s largest markets in terms of advertising money.

In 2018 Russian advertising market will show + 12%, in 2019 +8%, in 2020 +7%. Dynamics of TV segment will change from + 13% in 2017 to + 5.2% in 2020, Internet (search, banners, videos) from 22.3% to 10.2%, radio from +3% to 0%, outdoor advertising from +8% to 5%, press from -8% to -4%.

By 2020, share of Internet in advertising pie will increase from 40.6% to 44.4%. In 2019, it will become the largest media in Russia, surpassing budgets of television.

At the global level, change of leader in media took place in 2017 year, specify in Zenith. Internet has outpaced traditional TV, becoming the world’s largest advertising medium, accounting for 37.6% of all advertising costs. In 2018, advertisers will spend 40.2% of their budgets on Internet, in 2020 — 44.6%, expected in Zenith.

According to Zenith, in 2018 global advertising market will grow by 4.6% against + 4% by the end of 2017 and will develop more slowly than global economy as a whole until 2020. The largest advertising market in the world is still American, followed by China and then Japan.

By 2020, developing advertising markets (China, Indonesia, India, Philippines, Brazil, Russia and South Korea) will strengthen their positions in the top ten countries in terms of budgets. Russia will enter the TOP 10, taking ninth place.

SOURCE: SOSTAV