UDC 659.1: 339.138
Authors
E. V. KULIKOVA,
Bachelor’s degree, Moscow State Institute
of International Relations of the Ministry of
Foreign Affairs of Russia, Moscow, Russia
M. V. SAFRONCHUK,
Candidate of Economic Sciences,
Associate professor, Moscow State
Institute of International Relations,
Ministry for Foreign Affairs
of the Russian Federation
(MGIMO University),
Moscow, Russia
Abstract
Relevance. There is a certain relationship between the advertising services market and the GDP of the developed
economies of the world, manifested in accordance with the growth of the advertising market and changes in GDP with a delay of a year. This suggests that large advertisers plan their advertising spending for the year ahead, assessing
the current macroeconomic situation. With a decrease in GDP, companies cut their advertising spending, and, as a
result, considering the time lag, the advertising market shrinks a year later by the same amount, and vice versa. This
«convergence» of the growth rates of the advertising market and GDP indicates its maturity.
Objective is to trace the patterns of expansion of the advertising services market in the Russian Federation, to
determine the degree of influence of the largest companies on the conjuncture of the Russian advertising services market.
Results. There is a competitive environment in the advertising market of the Russian Federation, and there is
practically no inequality between the participants. State regulation in the field of advertising in Russia is developed at a
high level, and the activities of the FAS ensure the suppression of unfair competition among advertisers and the receipt
of reliable information about the object of advertising by consumers. The Internet segment has the most noticeable
impact on the growth of the Russian advertising market, which is primarily due to global trends, an increase in the level of
penetration of consumers and companies into the virtual space, and a qualitative change in media consumption models.
Among the trends inherent in the domestic market, there are both global (digitalization, reduction of the shares of most
sub-markets (radio advertising, advertising in the press, etc.) in the conditions of the crisis and the dynamic growth of
the Internet segment) and meeting the requirements of the subjects of the Russian advertising market (diversification of
the activities of advertising agencies, the desire for concentration).
Keywords
advertising services market, Internet advertising, FAS, state regulation in the field of advertising, subjects of the advertising market.
