The volume of the Russian advertising and online promotion market in 2024 increased by 53%

By the end of 2024, the Russian interactive advertising and online promotion market showed positive dynamics. Its volume is estimated at 1.236 trillion rubles. This is 53% more than a year earlier, according to data from the Association for the Development of Interactive Advertising (ARIR), which was reviewed by Izvestia on April 17.

According to experts, investments in traditional segments increased by 27% and amounted to 542.7 billion rubles. Investments in innovative formats increased by 83% and exceeded 693 billion rubles.

"For the first time at the end of the year, the figure of 1 trillion rubles was exceeded. Let me remind you that in 2023 the market volume amounted to 807 billion," said Boris Omelnitsky, President of ARIR, Director of Strategic Market Development at Yandex's commercial department.

Alexey Belyaev, Vice President of ARIR, co-chairman of the Industrial Research Committee, Director of Analytics at VK's commercial department, added that the increase in the volume of the Russian advertising and online promotion market is a natural reflection of the general trend towards digitalization of advertising communications.

"It is significant that the growth dynamics in this segment outstrips the overall performance of the media advertising market. This once again confirms that interactive formats continue to increase their share in the media mix," he stressed.

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At the same time, the volume of performance advertising increased by 24% - experts estimated the segment at 437.7 billion rubles. Investments in Branding Video amounted to 32 billion rubles, which is 23% more than a year earlier. The cost of banner advertising increased by 50%, reaching 73 billion rubles.

Influence Marketing showed the greatest growth among innovative formats. Its volume increased by 161% and reached 47 billion rubles. The cost of E-Retail Media Ad amounted to 381 billion rubles — the segment continues to grow steadily, by 133% year on year.

On April 7, Russian President Vladimir Putin signed a law banning the distribution of advertising on the resources of undesirable organizations in the Russian Federation. Responsibility for violating the ban will be borne by both advertisers and distributors of information — the penalties for such offenses are specified in the Code of Administrative Offenses of the Russian Federation.