Digital advertising spending in Russia has already exceeded updated 2024 mobile phone number data TV marketing budgets, with video and mobile advertising playing a major role in this.
What's next?
AR (augmented reality) advertising is becoming more accessible thanks to efforts by Apple, Facebook and Snapchat.
Vertical Video Format: YouTube has proven that vertical video helps increase brand awareness by 30+%.
Rewarded Video (RV): Has been successfully used not only in the online gaming industry.
The rise in popularity of extra-short videos (6 seconds) and branded web series: advertisers who came to the web from TV are setting the trend for television formats.
Mobile online shopping: 1 in 5 purchases are made from a smartphone, 36% have made a purchase from a mobile device at least once in their life.
Cross-device shopping has become the norm across all retail categories.
Chatbots: help reduce customer service costs by 30%.
The growth in popularity of voice search: it is already used by 21% of users in Russia.
It is not enough to understand trends - it is important to choose the right advertising format in accordance with the business KPI and analyze the results. This is what the students of the Digital Marketing course trained in under the guidance of Ekaterina Pogodina and Alexander Demaev.
— It is nice to realize that even those who have not yet become specialists in performance marketing already understand the importance of the mobile-first approach and want to understand the ecosystem of mobile advertising in Russia, the different approaches to developing websites and applications, — Ekaterina Pogodina comments on the classes at IHSBM. — To practice the theory in practice, we analyzed websites on smartphones, and also selected tools for two cases: an announcement of the opening of a store of one large Russian supermarket chain and user engagement in the application of a popular international trading platform.
Want to learn more about the nuances of video and mobile advertising? We wrote about this in the articles: