During a year leading up to contentious elections, ad spending grew 21%
Ad spending in Russia crashed in 2009, rebounded slightly in 2010, and hit its stride in 2011, achieving a 21% growth rate to reach RUB263.4 billion ($8.96 billion) for the year, according to February 2012 report from the Russian Association of Communication Agencies (RACA).
Online spending, which in 2010 grew 40% to RUB26.8 billion ($91.2 million), led all media with growth of 56% in 2011 to RUB41.8 billion ($1.42 billion).
Online ads passed both outdoor advertising and print advertising (magazines, promotional materials and newspapers) to rank second behind TV in total spending.
Online spending in Russia, the most populous country in Eastern Europe and a bellwether for the region, was boosted as the government exerted control over commercial media in the lead up to elections, conducted in early 2012.
eMarketer expects the internet, which had 62 million users and a 45% penetration rate in 2011 and is forecast to increase to 67.9 million users and 49.2% penetration in 2012, will continue to account for a significant amount of growth in the market.
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Check out today’s other articles, “Can Marketers Optimize Branding Campaigns in Real Time?” and “Men Show Online-Shopping Savvy.”