Recovery of tolerance for Internet advertising
Media consumption in Russia 2018
We are pleased to present the results of our fourth comprehensive study of media consumption in Russia. Every year we look at media consumption across nine key channels. Our figures show that the Internet usage is still growing. While the audience growth for this media channel has slowed down substantially, users demonstrate increasing engagement levels and the range of their activities continues to grow. For example, certain population groups consume TV and radio content entirely through the Internet, creating new challenges and opportunities for the media business. Companies have vastly boosted their activities online, especially in the area of advertising and SMM1. However, this trend has a negative effect: our respondents state that online ads are becoming more aggressive and concentrated.
Last year we noted a significant decline in tolerance towards advertisements from this media channel. This created a need to find a balance so that the users comfortably spend time online while content producers could still generate profits. As the result of these user-friendly programs and efforts, tolerance towards Internet advertising jumped by five percentage points in 2018.
At the same time, a certain improvement in sentiment is accompanied by extensive use of ad blockers, with one in three Russians using such programs. Accordingly, businesses now face an additional challenge of reaching their target audience while discouraging it from ad blocking.
In this study, we focused on the most annoying ad types, the reasons for using/not using ad blockers and the conditions for discontinuing ad blocking practices. We hope that the trends we have identified will be useful to businesses as they develop a strategy to work with their current and potential customers.