The expert commission of the Association of Communication Agencies of Russia (AKAR) has released the results [in Russian] of their quarterly analysis of development of advertising market in Russia. In Q1 of 2015 the total volume of advertising expenditures landed at about 63.5 billion rubles (approx. 1.1 billion Euro), which is 17 % lower than the same period 2014.
Advertising budgets were reduced in all channels, apart from online, which despite the economic crisis increased by 9%. Contextual advertising expenditures went up by 16%.
Generally, the crisis has positively affected performance marketing channels, especially PPC and video advertising. Up to 30% of marketing budgets today are being spent online, reports one of the major Russian newspapers Vedomosti [in Russian].
All industry experts agree that 2015 will be a year of decline for Russian advertising industry – for the first time since 2008 – but their expectations are very different. Goldman Sachs predicts a 15% decease in advertising spend, ZenithOptimedia – 17%, Carat – 7%, Aegis – up to 40%. All major players agree that in the second half of the year the situation on the market will start stabilising.
In 2014 the industry reached its highest point so far – the yearly volume of the market landed at 340 billion Russian rubles (5.9 billion Euro).