Costs of advertising in traditional media will decrease

Photo: Z. Milyavskaya / Vedomosti

Analytical agency IAB Russia has published the results of the study "Prospects for interactive advertising in Russia: advertisers view". The results of the study show that large advertisers expect a reduction in advertising budgets in traditional media (including TV, outdoor advertising, the press), Vedomosti reports. This opinion is shared by about half of the advertisers surveyed. Thus, 37% of companies expect a reduction in advertising budgets for all media, including digital. 27% believe that advertising budgets will not change, plus another 25% expect growth in budgets for all media resources.

The study presents the results of a survey of 169 managers of large advertisers, with budgets exceeding 1 million rubles. per month. It is worth noting that last year the expectations of the companies were more optimistic. Then about 17% of surveyed companies expected a reduction in advertising budgets, while 48% and 31% of respondents expected growth in budgets or the maintenance of current volumes.

Now advertisers are redistributing the remaining budgets in favor of interactive advertising. This implies contextual, banner advertising, targeted advertising on social networks, plus video advertising and advertising on mobile devices. About 45% of respondents believe that the cost of such advertising this year will grow. 25% of respondents expect cost reductions for this type of advertising.
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The data of the Association of Communication Agencies of Russia (ACAR) show a decrease in the Russian advertising market in the first quarter of 2015 by 17% compared to the same period in 2014. The reduction affected all segments of the media, except for the Internet, where advertising costs grew by 9% (to 18.1 billion rubles).