Digital Advertising Trends in Russia: Far East in 2020

Ad traffic trends and top industries in 2020 in Primorsky Krai and Khabarovsk Krai

In our previous posts, we covered Yandex.Direct online events featuring digital advertising trends in Siberia and the Ural region. In this post, you can read about trends in the Far East in 2020 (the event recording in Russian is available here).

Far East: digital advertising traffic trends in 2020

Evgeniy Bozko, Yandex regional senior customer service manager, presented Yandex.Direct data on advertising trends and consumer behavior in the Far Eastern Federal District.

Residents of the Far East have been more active in reacting to advertising than the average Russian: ad traffic in the region grew by 23% from October 2019 to September 2020 compared to October 2018 to September 2019, higher than the average rate of 19%.

As in other regions, smartphone ad traffic has been growing especially fast. On average in Russia, mobile traffic constituted 57% of all ad traffic, and grew by 47% for the same time period (October 2019 to September 2020 versus October 2018 to September 2019). Far Eastern mobile traffic, meanwhile, made up 62% of all ad traffic and grew by 50%.

Across Russian regions, the Far East is in 4th place for smartphone ad traffic volume growth:

  • Siberia: +55%
  • Caucasus: +53%
  • Volga: +51%
  • Far East: +50%
  • Central: +47%
  • Ural: +46%
  • Moscow and Moscow region: +43%
  • North-West: +42%
  • South of Russia: +41%
  • Saint Petersburg and Leningrad region: +39%

Top industries by ad click growth across the Far East: Primorsky Krai

According to Yandex.Direct data, the top growing industries in this region are:

  • Legal services: +43%
  • Media and entertainment: +27%
  • Consumer services and restaurants: +25%
  • Renovation services: +23%
  • Automotive services: +17%
  • B2B: +17%
  • Medical services: +16%
  • Education and job search: +15%
  • IT and telecommunications: +14%
  • Construction products: +14%

Top industries by ad click growth across the Far East: Khabarovsk Krai

The high-growth industries around Khabarovsk are quite different from those for Primorsky Krai:

  • Medical services: +40%
  • Legal services: +36%
  • Education and job search: +29%
  • Renovation services: +28%
  • Automotive services: +28%
  • Consumer services and restaurants: +27%
  • Media and entertainment: +26%
  • B2B: +23%
  • Home and garden: +23%
  • IT and telecommunications: +19%

Far East digital advertising trends: e-commerce and retail

In this region, demand has been growing for watches, laptops, perfume, and domestic appliances, including luxury items.

Real estate queries continue to be popular as well, with both apartments and country living trending since summer 2020. Interest in real estate boosted demand for related products and services, primarily construction and renovation.

In our next post, we’ll be covering a Yandex.Direct online event covering trends in the Volga District.

If you missed our previous posts covering digital advertising trends in other Russian regions, you can find them here:

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