В статье рассмотрены ключевые индикаторы, позволяющие оценить текущее состояние российского рекламного рынка: объем, темпы роста, сегментация. Установлено, что тенденция развития положительна, однако динамика снижается с каждым годом. Дополнительно произведен анализ рабочей силы, как ключевого элемента, формирующего конечный результат деятельности организаций данной отрасли.

Ключевые слова: рекламный рынок, темп роста, рабочая сила.

Advertising market is the social institute that influences cultural, psychological and economic characteristics of the modern society [1]. It includes all budgets that were invested into the promotion of goods and services and plays a significant role in a capitalist (free market) economy stimulating product sales using several techniques (SEO-optimization, e-mail and social-media marketing, outdoor advertising) to attract customers` attention and convince them to make a purchase [2, 3]. To do this effectively specialists of this sphere should clearly comprehend all steps that a person does to become a client of the company (or identify at what stage a potential customer stopped interacting with the brand), applying, for instance, AIDA-model (it allows to trace the consumer journey through awareness, interest, desire, and action), and key tendencies in the field of advertising [4].

Within the framework of this investigation, the statistical analysis of the Russian advertising market was conducted and its key trends were identified.

According to the industrial report of the Russian Association of Communication Agencies (RACA) the size of the market under study in 2025 was about 981,6 billion rubles. To estimate its dynamics the table 1 was created. It contains metrics of the market size over a eight-year period, as well as indicators of growth rates (to calculate them the following formula was used: (Current Value — Past Value) ×100 % / Past Value) [5, 6, 7].

Table 1

Size and dynamics of the Russian advertising market (2018–2024)

Submitted data illustrates that in 2025 the market size reached its maximum value, but growth rates has started to decline significantly (by 15,03 % relative to the previous year). Analytics assign the following reasons of it: cooling and instability of the economy, the transition of the industry from the post-crisis recovery phase to a period of stabilization, a decline in investment activity of small and medium-sized businesses [8].

Per-capita advertising expenditure in Russia is about 66,8 dollars. That is the seventh position in the world ranking.

The main segments of the marketing communications area in Russia are internet services, video (TV and online video), audio (radio and digital audio), publishing business (digital and print), and out of home advertising (transit media, indoor-advertising and so on). Dynamics of the all mentioned categories in relation to 2023 and 2024 are illustrated in the table 2 [3, 9].

Table 2

Dynamics of the main segments in the Russian marketing communications area

According to the provided data in 2025 the volume of the such segment as publishing business started to decrease (by 10,44 %). Audio doesn`t demonstrate any changes despite the fact that in the field of radio the positive trend continues to persist, however its growth rate slowed down significantly in comparison with the indicators of 2024 (by 21,58 %). Out of home advertising illustrates the highest growth rate in the framework of the analyzed period, especially in the area of transit media. The segments of video and Internet services proceed to develop but not so actively as in 2024.

To determine the dominant segment of the Russian advertising market the diagram 1 was created.

Fig. 1. The segmentation of the Russian advertising market in 2025

Based on the provided data 52 % of the advertising volume is related to the segment of Internet services. The second position belongs to video, the third to Out of Home advertising. Audio contributes the smallest share to the total value of the final indicator.

One of the main stages of market analysis is the assessment of its workforce. The investigation of the functionality and income of advertising agency employees was conducted by The Analytical Center for the Russian Advertising Industry in 2025. It contains information on 7 main segments of the advertising market (Media, Digital Media, Creative, Digital Creative, Marketing services, PR и Back Office), collected by HR specialists from the country's leading advertising agencies (sample size — 64 companies from Moscow). Respondents provide to the Analytical Center the data about new and existing positions (including information about job responsibilities), salaries and bonuses in the matrix format that is further combined and processed.

In accordance with this information, it was revealed that 6875 specialists work in 64 agencies in 1107 job roles (it is more than in 2024 by 385 units, 58,14 %). The segment ‘Back Office’ contains 322 positions (29,1 % of the total number) and takes the first place based on the quantity parameter. The sphere of ‘Digital Creative’ includes 65 positions. This is the lowest number by this criterion. The information on the remaining segments is provided in the table 3.

Table 3

Number of positions by segments of the Russian advertising market

The average monthly income of employees of the advertising and communication industry in all the considered segments in 2025 is 158 thousand rubles. The highest level of salary was fixed in the segment ‘Creative’ (180 thousand rubles), the lowest in the field of PR (101 thousand rubles).

In agencies there are more than 1300 junior-specialists (the segment ‘Digital Media’ accounts for 46,46 % of young professionals) and 1300 senior-specialists (60 % of which belongs to segments ‘Digital Media’ and ‘Media’).

Financial incentives remain the prevailing method of employees motivating in this sphere. 60 % of specialists got different kinds of bonuses for completing the KPI in 2025.

It should be noted that requirments to the junior- and middle-specialists in advertising sphere continue to grow because of widespread implementation of AI-tools [10].

Thus, the positive dynamics of the advertising market development remains in Russia, but the growth rate is slowing down due to the strong influence of foreign economic, political and social factors. The main segment here is Internet services and video, while the popularity of audio and publishing businesses is declining. The number of employees in the analyzed field is increasing significantly, but the requirements for applicants are becoming more stringent.

References:

1. Analysis of the state of the Russian advertising market and marketing communications / N. A. Belyaev, I. P. Saveleva, Yu. G. Kuzmenko, E. Yu. Trofimenko. — Text: direct // Vestnik YuUrGU. Series: Economics and Management. — 2020. — No. 4.
2. Strategies and Tools for Attracting Customers. — Text: electronic // mymarketing.io: [site]. — URL: https://mymarketing.io/strategies-and-tools-for-attracting-customers/ (accessed: 29.04.2026).
3. The volume of the marketing communications market in 2025. — Text: electronic // akarussia.ru: [site]. — URL: https://akarussia.ru/volumes/obem-rynka-marketingovyh-kommunikacij-v-2025-godu/ (accessed: 01.05.2026).
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9. The volume of the marketing communications market in 2024. — Text: electronic // akarussia.ru: [site]. — URL: https://akarussia.ru/volumes/obem-rynka-marketingovyh-kommunikacij-v-2024-godu/ (accessed: 01.05.2026).
10. Research on the functionality and income of advertising agency employees 2025. — Text: electronic // akarussia.ru: [site]. — URL: https://akarussia.ru/wp-content/uploads/2025/12/zpakarsummary10.12.2025.pdf (accessed: 01.05.2026).