According to a PwC study, despite the negative impact of COVID-19, by the end of 2020, the Russian online advertising market will demonstrate 5% growth, and in the next five years will reach $ 5.4 billion. Russia still has desktop advertising with a 69.1% share of the total market volume in 2020.
At the same time, mobile Internet advertising is also actively developing in Russia: in 2019, the increase compared to the previous year was 20.2% (total - $ 1.1 billion). Now the share of mobile advertising is 31% of the total market. By 2024, the share of mobile advertising in the Russian Federation may reach 36.5% of the market.
Display advertising accounts for 39% of the total online advertising market. Display advertising is expected to continue to grow at a CAGR of 9% over the 2019-2024 period.
The unique situation on the Russian market lies in the large representation of various players on the market, both standalone DSP and advertising purchase management platforms, which creates high competition and helps to develop the programmatic advertising market as a whole. Solution developers are developing the use of new advertising formats, including programmatic placement on TV and digital out-of-home advertising.