俄罗斯数字广告行业市场前景及投资研究报告-培训课件外文版2024.5

DIGITAL

&

TRENDSDigitaladvertisinginRussiaCHAPTER

01GlobalmarketoverviewDigitaladvertisingspendingworldwidefrom2021to2026(inbillionU.S.dollars)Digitaladvertisingspendingworldwide2021-2026900800700835.82765.98695.96626.866005004003002001000567.49522.520212022*2023*2024*2025*2026*4Description:Itwascalculatedthatthedigitaladvertisingspendingworldwideamountedto522.5billionU.S.dollarsin2021.Thesourceprojectedthatby2026,thespendingwouldreach836billiondollars.ReadmoreNote(s):Worldwide;2021;includesadvertisingthatappearsondesktopandlaptopcomputersaswellasmobilephonesandtabletsandotherinternet-connecteddevices,andincludesallthevariousformatsofadvertisingonthoseplatforms;*[...]

ReadmoreSource(s):eMarketer;PubMaticFastestgrowingdigitaladvertisingmarketsworldwidein2023Fastestgrowingdigitaladmarketsworldwide2023Year-on-yeargrowthrate0%5%10%15%20%20%19.2%PeruArgentinaChile17%16.5%16%IndiaColombiaMexico14.5%Russia13.3%IndonesiaUnitedStatesTurkey12.1%12%12%5Description:In2023,Peruwasexpectedtobethefastest-growingdigitaladvertisingmarketintheworld,withanannualgrowthrateofabout20percent.ArgentinaandChileroundedoutthetopthreewithannualincreasesofapproximately19and17percent,respectively.ReadmoreNote(s):Worldwide;October2022;forecast;includingallthevariousadvertisingformatsondesktopandlaptopcomputers,mobilephones,tablets,andotherinternet-connecteddevicesSource(s):eMarketer;InsiderIntelligenceLeadingmarketsworldwidein2023,bysocialmediaadvertisingspending(inmillionU.S.dollars)Largestsocialmediaadvertisingmarketsworldwide2023SpendinginmillionU.S.dollars30,000

40,000010,00020,00050,00060,00070,00080,000UnitedStatesChina72,33071,380UnitedKingdomJapan9,7597,775GermanyAustraliaCanada3,8443,7163,5432,9322,7662,3172,0451,8381,705FranceSouthKoreaBrazilItalyMexicoSpain6Description:In2023,itisestimatedthattheUnitedStatesmarketwasthelargestintermsofsocialmediaadvertisingexpenditure,with72billionU.S.dollars.ChinaandtheUnitedKingdomrankedsecondandthird,with71.38billionand9.7billionUSDinsocialmediaadspending.ReadmoreNote(s):WorldwideSource(s):DigitalMarketInsightsDigitaladvertisingspendinginEuropein2022,bycountry(inmillioneuros)LargestdigitaladvertisingmarketsinEurope2022Spendinginmillioneuros15,00005,00010,00020,00025,00030,00035,000UnitedKingdomGermanyFrance29,45212,3948,731SpainItaly4,5024,419NetherlandsSwitzerlandSwedenAustria3,5873,3803,2062,190TurkeyCzechia2,1672,158NorwayDenmark1,7361,5947Description:In2022,theUnitedKingdom(UK)wasthelargestdigitaladvertisingmarketinEurope,withaspendof19.45billioneuros.Germanyrankedsecondwithanexpenditureof12.39billioneuros.ReadmoreNote(s):Europe;2022Source(s):IABEuropeLeadingdigitalaudioadvertisingmarketsinEuropein2022,byspending(inmillioneuros)LargestdigitalaudioadmarketsinEurope2022Spendinginmillioneuros100050150200250UnitedKingdomGermanySpain209.7122.983.380.8FranceBelgiumSwedenNetherlandsSwitzerlandItaly41.931.428.427.424TurkeyIreland16.615.5PolandNorway9.47.48Description:In2022,theUnitedKingdomwasthelargestdigitalaudioadvertisingmarketinEurope,withaspendingof209.7millioneuros.GermanyandSpainfollowed,with123millionand83millioneuros,respectively.ReadmoreNote(s):Europe;2022Source(s):IABEuropeDigitaladvertisingspendinginCentralandEasternEurope(CEE)from2000to2024(inmillionU.S.dollars)OnlineadvertisingspendinginCentralandEasternEurope2000-202410,0009,0008,0007,0006,0005,0004,0003,0002,0001,00002000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022*2023*2024*9Description:In2021,onlineadspendinginCentralandEasternEurope(CEE)amountedtoapproximately9.5billionU.S.dollars.Thesegment`srevenuehassteadilyincreasedsince2000whenitstoodat10millionU.S.dollars.AccordingtoaforecastfromJune2022,thefigurewasexpectedtofallby29percentin2022.In2024,itwasforecasttoreachover7.8billionU.S.dollars.ReadmoreNote(s):CEE;2000to2021;*Forecast.Figuresrefertoadvertisingexpenditureatcurrentprices.ReadmoreSource(s):ZenithDigitaladvertisingspendinggrowthinCentralandEasternEurope(CEE)from2000to2024OnlineadspendgrowthinCEE2000-2024450%400%350%300%250%200%150%100%50%0%-50%-100%2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022*2023*2024*10Description:In2021,theonlineadspendinggrowthinCentralandEasternEuropereached33percent.TheinternetadvertisingexpenditureintheCEEregionwasforecasttolose29percentin2022,asadvertiserswereexpectedtodecreasetheirspendingduetothewarinUkraine.ReadmoreNote(s):CEE;2000to2021;*ForecastFiguresrefertogrowthinadvertisingexpenditureatcurrentprices.ReadmoreSource(s):ZenithDistributionofdigitaladvertisingspendinginCentralandEasternEurope(CEE)in2022,bycountryanddeviceDigitaladvertisingspendinginCEEin2022,bycountryanddeviceShareofexpensesDesktop

Mobile40%

50%0%10%20%30%65%60%70%80%35%90%100%PolandCzechiaBulgaria60%59%59%40%41%41%RussiaHungaryRomaniaBelarus57%56%53%49%49%49%48%47%43%44%47%51%51%51%52%53%BosniaandHerzegovinaNorthMacedoniaUkraineSerbiaEstonia11Description:AccordingtoestimatesoftheDigitalMarketOutlook,in2022,Polandisexpectedtohavemostofitsexpensesfromthedigitaladvertisingmarketgoingtowardsadvertisementsondesktopdisplayswithapercentageofapproximately65percent.Theremaining35percent,weremobiledisplays.Lithuaniaisexpectedtohavemostofitsexpensesgoingtowardsadvertisementsonmobiledisplayswithadistributionpercentageofapproximately57percent.

ReadmoreNote(s):CEESource(s):DigitalMarketInsightsCHAPTER

02RussianmarketoverviewDistributionofadvertisingexpenditureinRussiafrom2000to2021,bymediumAdvertisingspendingdistributioninRussia2000-2021,bychannelInternetTelevisionOut-of-home(OOH)RadioPress100%90%80%70%60%50%40%30%20%10%0%2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

202113Description:ThemarketshareofpressadvertisinggraduallydecreasedinrecentyearsinRussia,accountingfor1.4percentofthetotaladspendingin2021.Theinternetadvertisingexpenditure,onthecontrary,steadilyincreasedeveryyear,havingoccupiedover54percentofthemarket.ReadmoreNote(s):Russia;2000to2021Source(s):RussianAssociationofCommunicationAgenciesDigitaladvertisingexpenditureinRussiafrom2019to2024(inbillionU.S.dollars)DigitaladspendingforecastinRussia2019-20245.04.54.04.313.53.02.52.01.51.00.50.03.263.082.932.592.232019202020212022*2023*2024*14Description:InternetadvertisingexpenditureinRussiareached4.3billionU.S.dollarsin2021.Themarketwasforecasttofallby48percentasaconsequenceofthewarinUkrainein2022,reachingapproximately2.2billionU.S.dollarsinthatyear.Onlineadvertisinginvolvescommunicationwithconsumersviatheinternet.Themostcommonformatsincludesearch,banner,socialmedia,classifieds,andvideoadvertising.ReadmoreNote(s):Russia;2019to2021;*Forecast.ThefiguresareadjustedtotheimpactoftheRussia-Ukrainewar.ReadmoreSource(s):eMarketer;LBBOnlineYear-over-yeargrowthrateofdigitaladvertisingspendinginRussiafrom2002to2022DigitaladvertisingmarketgrowthinRussia2002-2022140%116%120%100%80%60%40%20%0%111%102%85%73%

73%56%52%46%40%31%26%24%22%

22%21%20%19%16%4%-2%-20%2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

202215Description:DigitaladvertisingspendinginRussiadroppedbytwopercentandreachednearly325billionRussianrublesin2022.Overtheobservedperiod,onlineadssawthehighestgrowthratesin2004and2007,atover110percent.In2020,whentheinternetwastheonlyadvertisingchannelwhoseexpenditureincreasedinRussia.ReadmoreNote(s):Russia;2002to2022Source(s):RussianAssociationofCommunicationAgenciesShareofdigitaladvertisingspendinginRussiain2022,byindustryDigitaladvertisingspendingshareRussia2022,byindustryShareofadspending0%2%4%6%8%10%12%14%13.1%FinancialservicesMarketplacesofferingvariousproductsTelecommunications9.7%7.8%7.8%RealestateservicesHouseholdappliancesandelectronicsOnlinevideoplatformsandstreamingservicesApparelandshoes5.9%4.9%4.7%Beautyandhealthcare4%Bettingcompanies3.1%3%Tourism,sports,andrecreation16Description:FinancialservicesweretheleadingsegmentintheRussiandigitaladvertisingmarketbyspending,accountingforashareofover13percentin2022.Onlinemarketplacessellinggoodsandservicesindifferentcategoriesfollowed,occupyingnearly10percentofthetotalexpenditure.ReadmoreNote(s):Russia;2022Source(s):Adindex;DigitalBudgetGrowthincompanyspendingondigitaladvertisinginRussiafromJanuarytoSeptember2022,byindustryGrowthincompanyspendondigitaladvertisinginRussia2022,byindustrySpendinggrowth20%-60%Realestate-40%-20%0%40%60%80%100%120%140%125%HouseholdgoodsEducationandemploymentLeisureandentertainmentE-commerce64%53%50%41%AutomotiveindustryFMCG-13%-24%HomeandotherelectronicsDatingservices-33%-42%17Description:RealestatecompaniesincreasedtheirdigitaladvertisingbudgetinRussiaby125percentbetweenJanuaryandSeptember2022comparedtothesameperiodofthepreviousyear.Incontrast,datingservicesdecreasedtheirspendingby42percentoverthesametimeframe.Overall,digitaladvertisingexpenditureinRussiawasforecasttoreachnearly2.6billionU.S.dollarsin2023.ReadmoreNote(s):Russia;JanuarytoSeptember2022Source(s):Adindex;VKDistributionofdigitaladvertisingspendinginRussiafrom2017to2027,bydeviceDigitaladvertisingspendingshareinRussia2017-2027,bydeviceDigitalAdvertisingDesktopDigitalAdvertisingMobile120%100%80%60%40%20%0%30%32%34%37%38%40%41%42%43%44%45%70%68%66%63%62%60%59%58%57%56%55%2017201820192020202120222023202420252026202718Description:In2021,thetotalspendingoftheRussiandigitaladvertisingmarketamountedto4.50billionU.S.dollar.62percentofspendingwasfordesktopadvertisementandtheremaining38percentwasputtowardsmobileadvertisements.TheDigitalMarketOutlookestimatesthatthesharewillshiftfurthertowardsmobileadvertisementwhichisestimatedtoaccountfor45percentofthemarketin2027.ReadmoreNote(s):RussiaSource(s):DigitalMarketInsightsDigitaladvertisingexpenditureinRussiain2022,bysegment(inbillionRussianrubles)DigitaladvertisingexpenditureinRussia2022,bysegmentSpendinginbillionRussianrubles40

60

80020100120140160PerformanceCPXPerformancesearchClassifieds140.2113.298RetailmediaadsBrandingbannersBrandingvideo503424.1Messengerads20PerformancevideoInfluencermarketing&nativeadsMobileoperatoradAudioad12.312100.6Other5.719Description:PerformanceadvertisingwasthelargestsegmentofdigitaladvertisinginRussia.In2022,thetotalspendingonperformancecostperX(CPX),search,andvideoadsinthecountryreachedroughly266billionRussianrubles.Theexpenditureonclassifiedswasmeasuredat98billionRussianrubles.ReadmoreNote(s):Russia;2022Source(s):InteractiveAdvertisingDevelopmentAssociation(Russia)Year-over-yeargrowthrateofdigitaladvertisingexpenditureinRussiain2022,bysegmentDigitaladvertisingmarketgrowthinRussia2022,bysegmentSpendinggrowth-3%-103%Retailmediaads-53%47%97%147%127%ClassifiedsPerformanceCPX40%33%27%BrandingbannersPerformance0.4%-1.6%BrandingPerformancevideo-OutstreamBrandingvideo-OutstreamPerformancesearchBrandingvideo-3%-6%-18%-26%Brandingvideo-InstreamPerformancevideo-35%-42%Performancevideo-Instream-76%20Description:ThedigitaladvertisingmarketinRussiaremainedonthesamelevelin2022comparedtothepreviousyear,recordingazeropercentgrowthrate.Thefastestgrowingsegmentswereperformanceretailmediaadsandclassifieds,whosespendingincreasedby127percentand40percent,respectively.Performanceinstreamvideoadsrecordedthemostsignificantdecrease,by76percentcomparedto2021.

ReadmoreNote(s):Russia;2022Source(s):InteractiveAdvertisingDevelopmentAssociation(Russia)Shareofprogrammaticandnon-programmaticdigitaladvertisinginRussiafrom2017to2027ProgrammaticdigitaladvertisingspendingshareinRussia2017-2027ProgrammaticNon-Programmatic100%90%80%70%60%50%40%30%20%10%0%89%89%88%88%87%87%86%84%83%81%80%20%19%17%16%14%13%13%12%12%11%11%2017201820192020202120222023202420252026202721Description:In2021,4.50billionU.S.dollarwerespentintheRussiandigitaladvertisingmarket.86percentofthisspendingwasinvestedinprogrammaticadvertisementandtheremaining14percentwasinvestedinnon-programmaticadvertisement.AccordingtoestimatesoftheNote(s):RussiaSource(s):DigitalMarketOutlook,theshareofprogrammaticadvertisementisexpectedtoincreaseslightlyoverthenextfewyearsto89percent.ReadmoreDigitalMarketInsightsProgrammaticadvertisingspendinginRussiafrom2017to2026(inbillionU.S.dollars)ProgrammaticadspendinRussia2017-20264.03.53.53.353.253.263.132.982.922.883.02.52.01.51.00.50.02.822.6201720182019202020212022*2023*2024*2025*2026*22Description:ProgrammaticadvertisingspendinginRussiareached3.5billionU.S.dollarsin2021andwasforecasttodecreasetonearly2.82billionU.S.dollarsin2022.Programmaticadvertisingaccountedfornearly73percentofthecountry'sdisplayadspendin2020.ReadmoreNote(s):Russia;2017to2021;*Forecast.ReadmoreSource(s):CHAPTER

03DisplayadvertisingRevenuefromdisplayadvertisinginRussiafrom2013to2022(inbillionRussianrubles)DisplayadvertisingrevenueinRussia2013-202240353033.633.632.932.626.723.9252015105232221.519.802013201420152016201720182019*20202021202224Description:ThedisplayadvertisingrevenueinRussiastoodatapproximately34billionRussianrublesin2022,remainingonthesamelevelasinthepreviousyear.Afterabriefdeclinein2015,thesegment'srevenuefollowedapositivetrend.

ReadmoreNote(s):Russia;2013to2022;*Thefigurefor2019hasbeencalculatedmanually.Thesourcespecifiedthattherevenuein2020,measuredat32.9billionRussianrubles,markeda1percentincreasefromthepreviousyear.Thestatistichasbeen[...]

ReadmoreSource(s):RussianAssociationofElectronicCommunications(RAEC)DigitalvideoadvertisingmarketexpenditureinRussiafrom2017to2027(inbillionU.S.dollars)DigitalvideoadvertisingindustryspendinginRussia2017-20271.41.21.271.211.151.081.0411.00.820.790.80.580.60.430.40.20.282017201820192020202120222023202420252026202725Description:Theadspendinginthe'DigitalVideoAdvertising'segmentoftheadvertisingmarketinRussiawasforecasttocontinuouslyincreasebetween2023and2027byintotal0.3billionU.S.dollars(+30percent).Afterthefifthconsecutiveincreasingyear,theindicatorisestimatedtoreach1.27billionU.S.dollarsandthereforeanewpeakin2027.ReadmoreNote(s):Russia;2017to2027Source(s):Advertising&MediaInsightsDigitalvideoadvertisingspendinginRussiafrom2021to2022,bytype(inbillionRussianrubles)SpendingondigitalvideoadvertisinginRussia2021-2022,bytypeBrandingvideoinstreamBrandingvideooutstreamPerformancevideoinstreamPerformancevideooutstream60504030201009.811.310.49.52.89.821.914.32021202226Description:BrandingvideooutstreamwasthelargestsegmentofdigitalvideoadvertisingspendinginRussiain2022.Over14billionRussianrubleswerespentonthistypeofadsinthatyear,35percentlessthaninthepreviousyear.Allsegmentsofdigitalvideoadvertisingsawadecreaseinexpenditurein2022relativeto2021.ReadmoreNote(s):Russia;2021to2022;*Theforecastwasmadebasedonthemathematicalmodelconsideringthedigitalvideoadspendingfrom2013to2018.

ReadmoreSource(s):InteractiveAdvertisingDevelopmentAssociation(Russia)AdspendingofthedigitalbanneradvertisingmarketinRussiafrom2017to2027(inbillionU.S.dollars)AdspendingofthedigitalbanneradvertisingindustryinRussia2017-20271.41.31.21.281.211.151.081.071.11.00.90.80.70.60.990.930.820.810.740.652017201820192020202120222023202420252026202727Description:Theadspendinginthe'DigitalBannerAdvertising'segmentoftheadvertisingmarketinRussiawasforecasttocontinuouslyincreasebetween2023and2027byintotal0.3billionU.S.dollars(+30.3percent).Afterthefifthconsecutiveincreasingyear,theindicatorisestimatedtoreach1.28billionU.S.dollarsandthereforeanewpeakin2027.ReadmoreNote(s):Russia;2017to2027Source(s):Advertising&MediaInsightsShareofonlinebanneradvertisingviewsinRussiain2021,byproductcategoryBanneradvertisingshareinRussia2021,byproductcategoryShareofonlinebanneradvertisingbudget5%

10%0%Retailandtradeservices15%20%25%23%Financialservices16%TransportationandrelatedgoodsComputerhardwareandsoftwareMedicinesandbiologicallyactiveadditivesTelecommunications9%8%6%5%5%EducationandemploymentservicesCateringservices4%4%4%FoodproductsRealestateservices28Description:TheleadingproductcategoryintheonlinebanneradvertisingmarketinRussiawastheretailandtradesector,accountingfor23percentoftotalviewsin2021.Tocompare,adsofferingfinancialservicesreceived16percentofbanneradviewsacrossthecountry.ReadmoreNote(s):Russia;2021Source(s):Mediascope;RussianAssociationofCommunicationAgenciesDistributionofnativedigitaladvertisementsinRussiain2022,byformatNativeadvertisingshareinRussia2022,byformat90%77%80%70%60%50%40%30%20%10%0%12%6%4%2%ArticleSpecialprojectTestGameCards29Description:AroundthreequartersofanalyzednativeadsonRussian-languagemediawebsiteswerearticles,accordingtothestudyfromOctober2022.Thesecondmostpopularnativeadvertisingformatwasadedicateddigitalproject.

ReadmoreNote(s):Russia;October1to31,2022Source(s):Lifehacker;MoscowStateUniversity;SaintPetersburgStateUniversity;Varioussources(GoogleDocs);vc.ruDistributionofnativedigitaladvertisementsinRussiainOctober2022,byproductcategoryNativeadvertisingshareinRussia2022,byproductcategoryShareofnativeads15%0%5%10%20%25%30%35%40%EntertainmentFinancialservices36.02%11.44%EducationandrecruitmentservicesPublicevents10.17%6.36%4.66%ApparelandfootwearTourism,sports,andrecreationWatchesandjewelry3.39%2.97%CommunicationandequipmentMedicinesandfoodsupplementsRealestate2.12%2.12%2.12%2.12%2.12%InternetservicesMedicalservices30Description:OveronethirdpercentofanalyzednativeadplacementsonRussian-languagemediawebsitespromotedentertainmentproducts,accordingtoastudyconductedinOctober2022.Financialserviceswerethesecondmostcommonproductcategoryinnativeadvertising.ReadmoreNote(s):Russia;October1-31,2022Source(s):Lifehacker;MoscowStateUniversity;SaintPetersburgStateUniversity;Varioussources(GoogleDocs);vc.ruCHAPTER

04SocialmediaadvertisingSocialmediaadvertisingspendinginRussiafrom2017to2027(inbillionU.S.dollars)SocialmediaadvertisingspendinginRussia2017-20271.21.11.00.91.090.980.940.90.870.850.850.770.80.70.60.50.40.760.610.52017201820192020202120222023202420252026202732Description:In2021,almost1.1billionU.S.dollarswasspentonsocialmediaadvertisinginRussia,andincreaseofaround0.24billionoverthepreviousyear,andover0.59billionsince2017.TheAdvertisingandMediaOutlookestimatesthatthemoneyspentonsocialmediaadvertisementinRussiaisexpectedtodecreasein2022,andbegintoincreasefrom2023reachingavalueof0.98billionU.S.dollarsin2027.

ReadmoreNote(s):Russia;*DataprovidedbyMarketOutlookareestimatesSocialMediaAdvertisingincludesalladrevenuegeneratedbysocialnetworksorbusinessnetworkssuchasFacebook,Twitter,and/orLinkedIn.Adsinsocialnetworkscan[...]

ReadmoreSource(s):Advertising&MediaInsightsRevenueofinfluencermarketinginRussiafrom2018to2022(inbillionRussianrubles)InfluencermarketingrevenueinRussia2018-20222018161412108181211.16.8642052018201920202021202233Description:TherevenueofinfluencermarketinginRussiafollowedanupwardandacceleratedtrendintheperiodfrom2018to2021.In2022,theearningsfellto12billionRussianrubles,markingadecreaseof33percentfromthepreviousyear.

ReadmoreNote(s):Russia;2018to2022Source(s):InteractiveAdvertisingDevelopmentAssociation(Russia);RussianAssociationofElectronicCommunications(RAEC)RevenueofRussian-languageadvertisinginTelegramchannelsfrom2020to1stquarter2022(inbillionRussianrubles)TelegramadvertisingrevenueinRussia2020-Q120222521.7201512.811.2105020202021Q12022*34Description:Russian-languageTelegramadvertisingspendingwasforecasttoexceed11billionRussianrublesinthefirstquarterof2022.In2021,therevenuewasmeasuredatnearly22billionRussianrubles.

ReadmoreNote(s):Russia;2020to2021;*Forecast.Thedatafor2020and2021wereobtainedfromTelega.io.ReadmoreSource(s):TASS;Telega.ioAveragecost-per-mille(CPM)ofTelegramadsinRussiain3rdquarter2022,byproductcategory(ineuros)TelegramadCPMinRussia2022,byproductcategoryCPMineuros1.5

2.00.00.51.02.53.03.54.04.55.0CryptocurrencyInvestmentandfinanceEducation4.553.623.6Foodandcooking3Games2.152.14ApparelChildren,pregnancy,andmotherhood235Description:Inthethirdquarterof2022,thehighestcost-per-mille(CPM)onRussianTelegramconcernedcryptocurrenciesat4.55euros.Inotherwords,advertisershadtopaythismuchtohavetheiradviewedbyonethousandpeople.Rankingsecondwereadvertisementsintheinvestmentandfinancecategory,withtheCPMof3.62eurosoverthesameperiod.ReadmoreNote(s):Russia;Q32022Source(s):RBC.ru;RealwebDistributionofofficialTelegramadvertisementsinRussiain3rdquarter2022,byproductcategory*TelegramadvertisingshareinRussia2022,byproductcategoryShareofofficialadvertising*4%

6%0%2%8%10%12%14%16%ServicesFinance,accounting,banking,andtradingMarketing,advertising,andPRConstruction,houserepair,anddesignMobileapps,games,anddatingAutomobiles14.3%12.5%10.7%1.8%1.8%1.8%1.8%1.8%OnlinecinemasFast-movingconsumergoods(FMCG)36Description:Over14percentofofficialadvertisementplacementsonTelegraminRussiapromotedservices,accordingtoastudyconductedinthethirdquarterof2022.Finance,accounting,banking,andtradingwerethesecondmostcommoncategoryofsponsoredadsplacedbyTelegramincommercialchannels.ReadmoreNote(s):Russia;Q32022;*OfficialadvertisingisdefinedbythesourceasbeingplacedbyTelegramitselfincommercialchannelswithanaudienceofmorethan1,000peopleandmarkedas"sponsored."Themessagecannotcontainvisualsor[...]

ReadmoreSource(s):RBC.ru;RealwebUservolumereachedbyadvertisementsonSnapchat,Twitter,andTikTokinRussiaasofJanuary2023(inmillions)UserreachofSnapchat,Twitter,andTikTokadsinRussia2023Numberofusersinmillions3001020405060TikTokSnapchatTwitter54.867.80.7737/statistics/1110395/snapchat-twitter-tiktok-user-volume-reached-by-ads-russiaAmongthelistedsocialmediaplatforms,TikTokaccountedforthelargestuservolumereachedbyadverts,measuringat54.9millionactiveuserscountrywideasofJanuary2023.Snapchatrankedsecondwithnearlyeightmillionregisteredusers.

ReadmoreNote(s):Russia;January2023Source(s):DataReportal;Meltwater;WeAreSocialDistributionofMetaPlatformsInc.'sadvertisingaudienceinRussiainFebruary2022,byagegroupandgenderDistributionofMeta'sadaudienceinRussiain2022,byageandgenderFemaleMale20%18%16%14%12%10%8%17.7%14.9%13.8%10.6%10.4%10%6.4%6%4.3%4%3%2.5%2.3%2%2%1.2%0.9%0%13-17years18-24years25-34years35-44years45-54years55-64yearsOver65years38Description:ThelargestshareofMeta'sadvertisingaudience,formerlyknownasFacebookInc.,inRussiaasofFebruary2022wasagedbetween25and34years,amountingtoabout30percentifbothgenderscountedtogether.Inaggregateterms,thefemaleaudienceoutnumbereditsmalecounterpartacrossalltheagegroups.ReadmoreNote(s):Russia;February2022;13yearsandolderSource(s):DataReportal;Hootsuite;MetaPlatforms;WeAreSocialCHAPTER

05OtherformatsAnnualnetrevenuefromcontentmarketinginRussiafrom2018to2021(inbillionRussianrubles)RevenuefromsocialmediaandcontentmarketinginRussia2018-202160504054.440.336.330.53020100201820192020202140Description:TheRussianmarketofsocialmediaandcontentmarketingcontinuouslygrewyear-on-yearsince2018.In2021,themarketgeneratedarevenueof54.4billionRussianrubles,beinganincreaseofove