The global trends of media advertisement market: the Russian angle

Abstract

This article explores the modern post-crisis situation of the global advertisement scene. A number of universal indicators such as market volume, per capita advertisement spending etc. are investigated in terms of their applicability to comparative analysis of fundamental national markets including the Russian market. The author aims at revealing the correlation between the advertisement evolving rates and the general development of economy. The advertisement ‘pies’ showing the shares of different types of media in total advertisement spending characterize the marketing sphere, as well as the economic and social spheres of society. The article also deals with up-to-date trends in various kinds of media, such as TV, the Internet, OOH etc. in Russia in the light of global tendencies.

Keywords

• реклама
• медиарекламный рынок
• показатели рекламной активности
• коммуникационный бизнес
• рекламоносители