Digital Advertising Trends in Russia: Volga District in 2020

Ad traffic growth and top growing industries based on Yandex.Direct data

In this Russian Search Marketing post, we’re publishing a summary of a Yandex.Direct presentation covering digital advertising trends in the Volga Federal District (you can watch the recording of the event in Russian here). In addition to the Volga District, we covered the Ural, Siberian, and Far East Districts in previous articles.

Volga District: advertising traffic trends in 2020

  • 58% of ad traffic is from smartphone users
  • 57% of ad clicks go to websites of Yandex Advertising Network members
  • +22% YoY growth in Yandex.Direct advertising traffic

Advertising traffic trends in the Volga Federal District

According to the presentation by Dinara Zakiyeva, SMB Sales Manager for the Volga District, trends in this region are in line with digital advertising trends across Russia, from ad traffic growth (21% on average across Russia, 22% in the Volga District) to increasing smartphone usage (+51% across Russia on average, +54% in the district) and increasing share of smartphone ad traffic (57% on average in Russia, 58% in the district).

However, the topics Volga residents are interested in are slightly different from trends in other regions – and, as a result, the top industries are quite different as well.

Top industries by ad click growth in the Volga District regions: Republic of Tatarstan

Yandex.Direct data shows that the fastest-growing industries in the 2nd half of 2019 and the 1st half of 2020 were:

  • IT and telecommunications: +57%
  • Renovation services: +48%
  • Home and garden: +48%
  • Media and entertainment: +47%
  • Consumer services and restaurants: +46%
  • Education and job search: +46%
  • Medical services: +43%
  • Construction products: +41%
  • B2B: +40%
  • Legal services: +36%

Top industries by ad click growth in the Volga District regions: Nizhny Novgorod Oblast

In Nizhny Novgorod Oblast, the fastest-growing industries for the same period were as follows:

  • Renovation services: +60%
  • Legal services: +48%
  • IT and telecommunications: +47%
  • Home and garden: +47%
  • Medical services: +43%
  • Consumer services and restaurants: +42%
  • Construction products: +41%
  • Education and job search: +37%
  • Media and entertainment: +34%
  • B2B: +32%

Top industries by ad click growth in the Volga District regions: Samara Oblast

Samara Oblast’s fastest-growing industries in terms of advertising clicks were:

  • Renovation services: +36%
  • Consumer services and restaurants: +29%
  • Medical services: +29%
  • IT and telecommunications: +22%
  • Media and entertainment: +22%
  • Home and garden: +21%
  • Construction products: +17%
  • Education and job search: +17%
  • Legal services: +16%
  • B2B: +7%

Missed our previous posts? You can find out more about 2020 digital advertising trends in other Russian regions here:

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