Search Leads Digital Ad Spend in Russia - eMarketer
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Search Leads Digital Ad Spend in Russia

About a third of digital spending goes toward display

April 1, 2016 | Media Buying

Digital ad spending in Russia reached $1.40 billion by the end of 2015, eMarketer estimates. That’s well under half of total media spending in the country, and is due for just one more year of double-digit growth.

Digital Ad Spending in Russia, by Format, 2014-2020 (billions, % change and % of total)

The bulk of digital ad spending in Russai still goes toward search, which will take 61.0% of the total this year, down from 63.0% in 2014. Search’s share of digital ad spending in Eastern Europe’s largest country will continue to fall, dropping to 57.6% by the end of our forecast period—still a solid majority of spending.

Display, meanwhile, will attract a third of digital outlays this year, and will continue to grow its share through at least 2020.

By that point, digital ad spending in Russia will top $2 billion for the first time.

Russia has the largest paid media market in Central and Eastern Europe, with $4.61 billion in total ad spending projected for this year. That compares with $9.06 billion in paid media spending for the rest of the region. Russia also accounts for more than a third of digital ad spending in the region, and about a third of mobile internet ad spending. These shares are not expected to change significantly through the end of eMarketer’s forecast period.

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