Research into the effectiveness of online advertising

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To attract an audience, owners promote their sites, which is quite natural. But how do you know if the activities are effective and if they bring the desired effect? ​​The information and recommendations presented in this article will help you better understand the numerous advertising tools and understand how to increase the effectiveness of online advertising.

At the end of 2017, well-known agencies AKAR, Mediascope and IAB Russia calculated the effectiveness of online advertising, assessed the results of the work done and predicted how the architects email list advertising market will develop in 2018. Here are the data on the issue of the effectiveness of advertising on the Internet. The statistics here are as follows:

The online advertising segment increased by 22%.

Internet Advertising Effectiveness

According to the Association of Communication Agencies of Russia (ACAR), the domestic advertising market increased by 14% over the year to 417 billion rubles. Internet advertising was slightly inferior in volume to TV advertising, but its figures increased by 22% to 166.3 billion rubles.

The fastest growing were video advertising (+26% to 8.3 billion rubles) and search advertising (+25% to 73.1 billion rubles).

In the branding segment, the figure is 34.3 billion rubles with a growth of 24%, performance — 132 billion rubles with a growth of 22%, classifieds — 30 billion rubles with a growth of 20%. Within branding, banner advertising increased by 26% to 26 billion rubles, video — by 26% to 8.3 billion rubles.

Performance Search (advertising in Yandex and Google search results) and Performance CPx (contextual ads in social networks, applications and advertising networks, including MyTarget and Yandex and Google AdSense advertising networks) showed dynamics of +25% to 73.1 billion rubles and +19% to 58.9 billion rubles, respectively.

The world's leading advertisers choose the Internet when allocating their budgets.

It is noteworthy that in 2017, six out of 10 leading advertisers reduced their spending on media, outdoor, TV and radio advertising, according to Mediascope. As experts note, companies understand that today the most effective advertising platform is the Internet, and therefore they invest more money in it.

Costs for offline channels are growing, including thanks to mid-market advertisers.

About 80% of online advertising budgets go to performance advertising.

Internet advertising growth rates in 2017 remained roughly the same as in 2016 — 22% to 166.3 billion rubles. About 80% of online advertising budgets are allocated to performance advertising.

Alexey Belyaev, Head of the Industrial Research Committee of IAB Russia, believes that small and medium-sized advertisers are gaining ground on the Internet, as well as mobile and video advertising, which will develop even more rapidly from 2018 due to the large volume of technical media.