Online advertising totals 634.5 bln rubles in Russia in 2023 - regulator
MOSCOW. March 26 (Interfax) - Over 1.2 million advertisers were registered in the Unified Register of Online Advertising, and the overall spending on online advertisements neared 635 billion rubles in Russia in 2023, the press service for the Federal Service for Supervision of Communications, Information Technology and Mass Media (Roskomnadzor) told Interfax.
"The totality of budgets registered in the Unified Register of Online Advertising, which advertisers spent on online advertising, stood at 634.9 billion rubles, including VAT, in 2023," the press service said.
As many as 1.209 million advertisers, over 5,700 advertising agencies and more than 48,100 advertising system operators and advertising distributors were on the register in 2023, it said.
An average registered spending per advertiser amounted to 525,000 rubles.
In 2023, the Register contained more than 28 billion advertising creatives, of which more than 2 billion were active, that is, displayed on the Internet. According to the register, ads were displayed more than 23 trillion times last year.
Advertisers from the ten following regions had the largest advertising budgets in 2023: Moscow, St. Petersburg, the Moscow region, the Novosibirsk region, the Krasnodar Territory, the Nizhny Novgorod region, the Sverdlovsk region, the Republic of Tatarstan, the Samara region and the Rostov region. Their total share of data amounted to more than 83% of all registered advertising budgets, Roskomnadzor said.
According to Roskomnadzor, large advertisers accounted for 57.7% of registered advertising budgets in the online advertising market, the share of micro-enterprises was 26.4%, and the total share of registered advertising budgets for SMEs was 38.3%. The total number of large advertiser enterprises was 28,000, alongside just over 4,500 medium-sized enterprises, 40,300 small enterprises, 399,600 micro-enterprises, and individual entrepreneurs and individuals accounted for the rest.
The average annual registered spending of large online advertisers topped 13 million rubles per advertiser, versus approximately 3.5 million rubles per medium-sized advertiser, and 1.5 million rubles per small advertiser.
The total amount of registered advertising budgets neared 217 billion rubles, including VAT, in the fourth quarter of the year, Roskomnadzor said.
According to the register, almost 650,000 advertisers, more than 4,000 advertising agencies and about 40,000 advertising system operators and advertising distributors were active.
Over 1.8 trillion impressions of advertising messages and 700 million active advertising creatives were recorded.
The total share of large advertisers amounted to 60.7% of all advertising budgets of the online advertising market, the share of micro-enterprises was 25.7%. The total share of registered advertising budgets is 36.2% for SMEs.
In accordance with the amendments to the Law "On Advertising", all online advertisements are subject to accounting from September 1, 2022. Advertising market participants submit such information to the Unified Register of Online Advertising through advertising data operators.