Russian online ad market growth slows to 28% in 2025

Growth in Russia’s online advertising and promotion market slowed sharply, dropping from 53% in 2024 to 28% in 2025, according to the Interactive Advertising Development Association (ARIR).

The industry generated a total of 1.569 trillion rubles ($20 billion), Russian media reports.

ARIR Vice President Alexey Belyaev said the key driver of growth was the e-retail media segment, which exceeded one-third of the total market, growing 58% year-on-year to 580 billion rubles.

He added that to maintain growth momentum in 2026, the industry hopes for a reduction in the central bank’s key rate, eased tax pressure, and regulatory stability.

Belyaev also noted that market segmentation between traditional and innovative segments has been deemed outdated and suspended this year.

Among ad formats, clickout banners in e-retail media grew the fastest in 2025, surging 180% to 42 billion rubles ($538 million), while total banner advertising rose 36% to 122.6 billion rubles ($1.5 billion).

Video advertising increased 24.4% to 39.3 billion rubles ($1.7 billion).

Advertising in messaging apps grew 20% to 24 billion rubles ($307 thousand), and mobile operator ads reached 38 billion rubles ($ 487 thousand), up 15%.

The performance advertising segment saw the slowest growth, rising just 8% to 471.1 billion rubles ($ 6 billion).

By Bakhtiyar Abbasov