The volume of the interactive advertising market in the Russian Federation has reached more than 417 billion rubles

In Russia, the volume of interactive advertising in January–September 2025 amounted to 417.1 billion rubles, excluding value added tax (VAT), which is 9% higher than in the same period of 2024. This was announced on November 14 by Boris Omelnitsky, President of the Association for the Development of Interactive Advertising (ARIR).

"Now I want to present the assessment of the Association for the Development of Interactive Advertising for the first nine months of 2025. As you can see, the overall dynamics coincides with the ACAR estimate of 9%. We are talking about traditional market segments: branding and performance (a type of online advertising where they pay only for a specific measurable result, not for impressions)," he said during a session of the National Advertising Forum.

According to ARIR data presented at the forum's plenary session, the online advertising market totaled approximately 417 billion rubles in the first nine months of 2025. It is specified that among these values, Performance advertising took the main part — 338 billion rubles, which is 81% of the total market. Branding advertising, in turn, reached 79.1 billion rubles, occupying 19% of the market.

According to ARIR, if we consider only the third quarter of 2025, the total amount of investments in online advertising amounted to 150.4 billion rubles.

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On November 11, it was reported that a survey of Russian viewers showed that 44% of them are ready to watch ads between movies and TV series if they are interesting and involve in the plot of the commercial from the first seconds. The three most attractive elements in advertising for Russians are humor (43%), useful information (36%) and a fascinating plot (31%).

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