How Does the Media-Buying Market in Russia Work?

Since 2019, digital has accounted for over half of advertising budgets and remains the main market driver.

Overview of Internet Use

• 130.4M internet users, 90.4% of the population; 95.1% go online via mobile phones

Digital Is the Most-Reached Channel Among All Ages

• Internet annual reach of 98-100% in every age group from 12 to 64
• Top online activities: chat and messaging (93.1%), social networks (89.2%)

Attitude Towards Advertising

• 30.4% use ad blockers; 37.5% use a VPN for at least some online activities

Russia and the World: Key Variances in Digital Ecosystems

• Google does not show ads in Russia; Facebook and Instagram are blocked
• VK and Telegram became the popular platforms

Major Activities on the Internet

• Online video 20%, messengers 16%, social media 16%, online games 8%, e-com 4%

Multi-Platform Majority

• 95.1% use mobile phones, 77.1% laptops or desktops
• Top websites: Yandex.ru, Google.com, Youtube.com, Dzen.ru, Turbopages.org

Popular Social Networks in Russia

• Audience 2024: YouTube 96.1M, VK 90.1M, Telegram 85.3M, TikTok 58.59M
• Ad placement is not allowed on YouTube and Instagram

Summary: Digital reaches every age group, while platform restrictions reshape ad budgets.

TV

• 98% of Russians watch TV at least once a month; 3h 30m average daily viewing
• Top channels by audience share: Russia 1 (14.53%), NTV (9.72%), Channel One (7.43%)
• The share of thematic channels increased by 6% over the past year

Radio, Music Services and Podcasts

• Radio advertising grew by 35% in 2023, the biggest increase in 20 years
• 79% of Russians listen to radio weekly; Autoradio leads with 12.3% daily reach
• VK Music leads music streaming; 30% of Russians listen to podcasts

Media Press

• The only media sector with no signs of recovery in 2023
• Publishers shift to digital platforms, including Telegram and websites

Outdoor Advertising

• Outdoor advertising grew by 46% in 2023, mainly due to DOOH
• DOOH reached 55% of outdoor advertising costs in 2023
• Main formats: billboards, superboards, media facades, LED screens

E-Commerce

• Wildberries (58.7M) and Ozon (58.6M) lead by monthly reach
• >3.2B (+31%) search requests on marketplaces per month

Summary: TV stays strong, radio and DOOH grow, press moves online, and marketplaces boom.

Media buying in Russia 2024 follows three principles:

1. Know about media opportunities before your competitors
2. Buy advertising spots at the right price to keep the entire media plan efficient
3. Follow changes in the media audience and new media vehicles

Digital Media Buying

• Promotion via Yandex.Direct, VK Ads, and Telegram Ads
• Average daily reach 2024: Yandex 69.6M, Telegram 59.9M, VK 56.1M

Multi-Channel Advertising

• Ecosystems, data owners, DMPs, and DSPs compete in an open market

TV Media Buying in Russia

• Two ways to buy: a broadcast (minutes at a set time) or GRP
• Sales houses sell airtime: Everest, National Advertising Alliance, Gazprom-Media

Radio Media Buying

• Nationwide radio ads are sold by GRP, regional ads by the minute
• Leading holdings: Gazprom-Media, EMG, Russian Mediagroup

Outdoor Media Buying

• Top 5 operators hold 55.6% of advertising surfaces; Russ leads with 38.8%

Marketplaces Media Buying

• Media advertising plus promotion on category pages, product cards, and search results

Summary: Effective buying relies on sales houses, GRP, and the right channel mix.

Russian law restricts not only certain products but also certain advertising techniques.

Fair Practices and Credibility

• Defamation of honor, dignity, or business reputation
• Incitement to violence and cruelty
• Demonstration of smoking or drinking
• Use of foreign language words without translation

Goods Banned for Advertising in Russia

• Narcotic drugs, explosives, human organs and tissues
• Tobacco and smoking articles
• Services for writing theses, diploma papers, and dissertations

Goods Individually Regulated for Advertising

• Alcoholic products and pharmaceuticals
• Dietary supplements and baby foods
• Bets, gambles, and financial services

Protection of Children

• Every advertised product must have an age restriction: 0+, 12+, 16+, 18+
• Rules come from the Federal Law 'On Advertising' and the law on protecting children from harmful information

Digital Ad Labeling in Russia

• Mandatory since September 1, 2022; data goes to ERIR via an ADO
• Exceptions: social advertising and unchanged TV and radio ads placed online
• Yandex.Direct and VK Ads generate tokens automatically via API
• Telegram channel ads and Instagram reels require an external ADO
• RMAA Agency handles ad marking for its clients

Summary: Content rules, product bans, age ratings, and mandatory labeling apply to every campaign.

Advertisers planning a campaign in Russia choose between:

• Sales houses
• Media buying agencies
• Working with a sales house does not always guarantee the best price

Key facts to consider:

• Agencies receive a 10-15% commission from the sales house
• New brands are usually offered expensive terms at first
• Negotiating the purchase price in Russia is necessary
• A media agency's reputation can lower prices and help meet deadlines

Overall: The choice between a sales house and a media agency depends on the situation and business size.

Ready to launch? Work with a media buying agency in Russia.