In 2025, artificial intelligence and automation are changing the Russian advertising market

12:09; 21 July 2025 year

In 2025, artificial intelligence and automation will transform the Russian advertising market. This is stated in the study "Key trends in the Russian advertising market 2024", published by TASS.

The research was conducted by the Analytical Center of the Russian Advertising Industry (ADC RIR) and the Committee of Media Agencies of the Association of Communication Agencies of Russia (ACAR).

42% of respondents believe that artificial intelligence and automation will greatly influence advertising. Another 40% expect the budgets of the largest digital platforms to grow. 28% identify a decrease in margins, increased regulation and an increase in the influence of influencers.

Online video was named the most effective media channel in 2024 (46%). 38% chose terrestrial television, while 26% chose outdoor advertising, banner ads, influencer marketing and social media. Search advertising was rated by 24%, and advertising on marketplaces by 20%./p>

Advertisers choose media channels based on reach (62%), contact cost (48%), and brand compliance (44%).

In 2024, advertisers were deterred from increasing investment in advertising by lack of transparency (34%) and economic instability (34%). 32% noted difficulties in justifying budgets.

60% of respondents believe that trust in the advertising market will increase access to independent research and analytics. 58% noted the importance of end-to-end reporting across all channels. 46% emphasized the importance of transparency of purchases on advertising platforms.

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