Foreign automakers now spend an average of 20% of their Russian ad budgets online, underscoring the huge preference media buyers now place on the Internet at the expense of traditional media, the report said.
Companies noted for their considerable online ad budgets are Ford Motor ($4.6m), General Motors ($2m), Peugeot Citron ($1.6m) and Nissan ($1.5m). Russia is predicted to be the #1 car market in Europe in 2008 with 3.3mln cars being sold.
Among the Russian companies beginning to spend heavily online are Russia’s top 3 mobile phone operators. mobile TeleSystems ($2.5m), MegaFon ($2.3m) and VimpelCom ($1.9m). Samsung, Honda and Procter & Gamble all plan to spend between $1.1m-$1.3m in 2008.
The number of Russian internet users is now reported by the Public Opinion Foundation at 37.7m or 29% of the population. With a daily audience of 15.7m or 14%.
According to Andrei Chernyshov, CEO Adwatch advertising agency, the roll out of cheap broadband has led to annual growth rate of 25% in the number of Russian users.
Advertisers are attracted by the Internet because the medium offers instant feedback, and it is easier to monitor how users behave. With the introduction of social networks such as Odnoklassniki and Vkontakte, the cost of advertising on the Internet has been halved.