Trends in the Media Market of the Russian Federation in 2018

The advertising industry in Russia is currently thriving, but it possesses unique characteristics and growth patterns. We have compiled valuable information to help you comprehend the specificities of the media advertising market in 2018.

Curious about the development trajectory of the Russian media market this year? Interested in the trends that will shape its growth? Explore our latest article on the Quarter Billion Agency Group blog for an in-depth forecast pertaining to media advertising in Russia.

Analysis of Russian Advertising Focus Areas: Achievements in 2017 and Projections for 2018

The year 2017 witnessed significant advancements in the Russian advertising market, with various advertising segments experiencing active development. This progress was driven by the introduction of new tools and technologies that enabled advertisers to explore innovative approaches, particularly in utilizing Big Data. Moreover, Russian search systems underwent changes in their search advertising principles, placing greater emphasis on behavioral factors.

Digital tools have presented advertisers with significant opportunities, empowering them to:

• Effectively manage media plans.
• Exercise real-time control over key performance indicators.
• Conduct detailed analysis of each advertising campaign’s performance.

The digital segment continues to experience rapid growth. By the end of 2017, the Internet had nearly surpassed TV advertising in terms of popularity. However, in 2018, the TV advertising market is expected to expand rather than stagnate. Analysts project a growth rate of over 10% for TV advertising this year. Although Internet advertising is anticipated to grow at a rate exceeding 25%, TV advertising will remain the most sought-after advertising segment.

Experts forecast these growth trends to continue throughout 2018.

In terms of other media advertising avenues such as radio, outdoor advertising, and ads in printed mass media, the year 2017 saw no significant increase in demand or the adoption of new technologies. These segments of the advertising market predominantly rely on traditional methods. It is reasonable to anticipate that these methods will continue in 2018. However, the effectiveness of their utilization will be contingent upon analyzing advertising opportunities within specific campaign periods and considering factors that can impact the advertising outcomes.

Key Trends and Events Shaping the Russian Advertising Market in 2018

As it is widely recognized, significant events have a notable influence on the advertising market. In 2018, Russia will be hosting the FIFA World Cup, a colossal event that garners immense attention from a diverse audience and fuels increased marketing activities. However, due to the unique nature of this event, foreign advertisers will need to consider various factors when placing ads during the FIFA World Cup in Russia. By doing so, they can effectively promote their goods and services to a larger audience during this global sporting event.

Furthermore, in March 2018, presidential elections will take place in the Russian Federation. This naturally piques the interest of the majority of Russians, who actively follow the latest developments and extensively utilize the Internet. Foreign companies should undoubtedly leverage this heightened engagement among Russian citizens, such as by intensifying search and television advertising campaigns on prominent Russian channels.

Advancements in Mobile Technologies and Online Promotion Tools

The progress of mobile technologies should be duly acknowledged. In 2018, the widespread adoption of 5G networks will significantly enhance data transmission speeds, leading to a surge in mobile users. Russians will increasingly rely on mobile devices for internet connectivity and listening to radio channels. Consequently, the utilization of corresponding advertising channels is poised for significant growth.

It is predicted that well-established internet promotion tools will continue to evolve in 2018. However, there will also be a rise in new technologies, particularly those that enable a deeper understanding of prospective buyers’ needs. This will not only facilitate the analysis of past trends and their impact on the target audience but also enable more accurate forecasts based on the obtained insights.

Advertising Visualization and Legal Restrictions

In the realm of organizing advertising campaigns, it is the innovative and creative decisions that will garner popularity. Conventional advertisements may yield a weaker impact, as Russian users have developed a defensive reaction towards TV, internet, and radio ads. To capture their attention, unconventional approaches need to be employed, taking into account the interests and unique perceptions within the Russian context.

In 2018, several legislative initiatives will be enforced, necessitating careful monitoring to avoid potential advertising restrictions. For instance, advancements in the field of medicine will introduce new requirements imposed by Russian lawmakers. Therefore, foreign pharmaceutical companies seeking entry into the Russian market must carefully consider these new regulations.

Intriguing Predictions by Media Experts for 2018

The Year of Messengers in 2018!

When examining insights from experts in the Russian advertising market, it becomes evident that there are additional noteworthy observations to be made. Based on their expertise, many experts believe that 2018 will be dominated by messengers, which have evolved into a significant channel for consuming advertising content. While messengers previously served as functional components within social networks and various service websites, we now witness their emergence as standalone tools. Notably, Facebook has already separated its main app from its messenger, and a similar trend is observed in Instagram.

The Rise of Internet Video Ads

Video advertisements on the internet are poised to be one of the most rapidly advancing trends in digital marketing. This conclusion is well-founded, considering the continuous growth in their relevance and their ability to generate desired outcomes. In 2017, YouTube and other prominent video platforms played a pivotal role in advertising budgets. Furthermore, the increasing popularity of visualized advertising strongly suggests that this trend will persist into 2018 and beyond.

Social Networks in 2018

Social networks continue to enjoy immense popularity among Russians. Experts predict that in 2018, the field of social media marketing (SMM) will witness active advancements in existing technologies, as well as the introduction of new tools. Facebook, for instance, has embarked on the active development of augmented reality (AR) technologies. Here are some key developments to anticipate in the near future:

• Introduction of an image search system: Similar to search engines, Facebook plans to implement a tool that allows users to search for images by uploading a relevant picture. The system will then find and display similar images for user reference, enhancing image-based interactions within the social network.
• Development of the Facebook Spaces platform: Facebook Spaces is a 3D version of social network communication, resembling the Oculus Rift network with Touch controllers. Currently in beta, it functions more like an animated game where real Facebook users can interact. Special VR devices, such as the Touch controllers, are utilized to navigate and control operations within this virtual space.

The data provided below illustrates the level of interest among Russians towards popular social networks.

In conclusion, considering the aforementioned points, it is evident that in 2018, the internet will serve as an increasingly expansive platform for advertising, driven by the growing activity of users. Modern-day Russians will rely more frequently on the World Wide Web to stay informed about new events, products, and services, among other things. As a result, the realm of the Russian advertising market, specifically in digital marketing, will witness significant growth. To achieve optimal advertising results, both established and emerging technologies will continue to evolve. However, it is essential to recognize the unique behavioral patterns of Russian internet users. Taking these nuances into account is crucial for foreign companies aiming for a successful entry into the Russian market. For those seeking to present their goods or services to consumers in Russia and the CIS region, the professional assistance of Quarter Billion Agency Group experts is highly recommended as the ideal solution in 2018.

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