Internet is breathing down the neck of the TV

The advertising market is predicted to reach a record volume.
Association of Communication Agencies of Russia (AKAR) predicts an advertising market growth of 13-14% this year, to a record 400 billion rubles. At the same time, Internet advertising, which has the highest growth rates in the media, almost caught up to the television in terms of volume: in the network advertisers placed 75 billion rubles, on television - 80 billion rubles.

The advertising market in the first half of the year increased by 14%, to 190-192 billion rubles., Reported AKAR. And in the second quarter of the cost of advertising grew faster, by 15%, while in the first growth was 13%. "Unless something extraordinary happens, we will keep the dynamics at the level of 13-14% and by year we can reach the level above 400 billion rubles." - expects the director of marketing research at the analytical center of the New Service Company (NSC), Sergei Veselov.

The largest in terms of advertiser spending, television in the second quarter increased by one and a half times the growth rate compared to the first - from 9.5% to 14.5%. While the Internet, as well as radio and outdoor advertising grew more slowly compared to the first months of the year. Nevertheless, the growth of Internet advertising for the half-year was 23% higher than in 2016, says IAB Russia President Boris Omelnitsky. "The market has found new growth drivers, and advertisers continue to increase budgets for online advertising," he states.

The largest Internet companies have already reported their results: Yandex's revenue from Internet advertising in the first half of the year grew by 22%, to 40.4 billion rubles. Advertising revenue Group for this period increased by 27%, to 10.3 billion rubles. In 2017, advertisers are particularly interested in advertising in mobile devices, in social networks and video advertising, says Alexei Belyaev, head of the analytical department of the commercial department of Group. President of iConGroup Maria Chernitskaya sees the reason for the growth of Internet advertising in the activity of advertisers in social networks. "This is one of the drivers for the growth of the digital market, along with contextual advertising," she notes.

But the Internet is unlikely to quickly overtake the TV, suggested in a conversation with "Kommersant" director of television advertising large advertising network. "The Internet will be achieved if it equals to TV by January 2018," the interlocutor of Kommersant believes. The increase in costs for television advertising, he explains mainly by a monopoly - since 2017, its sales are in the hands of the NRA. Since the beginning of the year, the NRA announced an increase in prices for television advertising by 15% and is preparing a similar increase for the next year: indexation by 15% was not enough, at the beginning of the summer the autumn was oversold, a source in the alliance told Kommersant.

The press, which reduced the volume of advertising at double-digit rates, slowed the decline from -18% in the first quarter to -11% - in the second. "As a result of the second quarter, the drop in such already-written off by some experts sub-segments as newspapers (-2%) and magazines (-3%) almost stopped, which allows us to hope for a stabilization of the situation for them," says Sergei Veselov from the NRA. In the first half of the year, the volume of advertising in print media decreased by 14%, mainly due to the collapse of advertising publications, where revenue fell by 54% at once.

The segment out-of-home, which includes outdoor advertising, advertising on transport, in supermarkets, cinemas, etc., grew by 10%, to 21 billion rubles. Including 30%, up to 2.5 billion rubles., The volume of advertising in transport has skyrocketed, mainly due to the low base effect of advertising in the Moscow metro. It began to be sold in 2016 after a long break, and now these sales "came to the system level," explains co-chairman of the Committee on Outdoor Advertising AKAR Alexei Nesterenko.

Sergey Veselov also draws attention to the ongoing process of strengthening the positions of the leader segments - TV and the Internet. According to the results of the first half of the year, they account for 81% of all advertising budgets, while five years ago their total share did not exceed 67%, he concludes.