Russian adspend leapt last year to $1.1 billion from $700 million in 1999, according to a study by the Russian Association of Advertising Agencies.
Direct marketing led the way, with a 75% year-on-year jump in expenditure to $70m. Meanwhile, both print and TV spend climbed 42%, reaching $340m and $270m respectively.
A pleasantly surprised Sergey Krivonogov, head of Navigator DDB, commented: “We didn't expect the market would grow as quick as it did. Most of my clients increased their marketing budgets by 30% to 40% more than initially planned.”
Krivonogov added that the stimulus for much of the rise in adspend came from foreign marketers such as McDonald’s.
News source: Advertising Age - International Daily