The Russian Internet advertising market has surpassed 1 trillion rubles for the first time in 2024, reaching 1.2 trillion rubles, a 53% increase compared to 2023. This milestone, reported by the Association for the Development of Interactive Advertising (ARIR), encompasses both traditional and innovative advertising formats.

Retail media, or advertising on e-commerce platforms, significantly contributed to this market surge. Spending in the E-Retail Media Ad segment reached 381 billion rubles, marking a 133% growth compared to the previous year. Analysts attribute this boom to the development of enhanced advertising tools within e-commerce.

Industry players are increasingly offering diverse options for sellers to enhance product visibility on online platforms. Avito, for example, recently introduced a new service allowing legal entities to independently launch advertising campaigns with a minimum budget of 5,000 rubles. This initiative aligns with Avito’s long-term strategy to advance advertising technologies and broaden access for small businesses.

In the first quarter, advertisers increased their investment in image campaigns on Avito by 56% compared to the same period last year. Avito Advertising leverages recommendation technologies and anonymized user data to display relevant ads based on individual preferences and behavior.

Analysts at Easy Commerce and Okkam project that the retail media market will reach 891 billion rubles this year, representing a 73% growth. Optimistic forecasts suggest that the entire advertising market, including retail media, will grow by 30-38%, while a negative scenario predicts a growth of 17-19%.