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Pandemic coronavirus has hit the Russian advertising market in the first quarter: growth in its largest segment — online advertising — halved, accelerated the decline of advertising in the press and on the radio. The TV advertising market in January—March have not yet managed to significantly respond to the pandemic because of the extent of contractual obligations and a low base 2019, but experts expect it to fall in the second quarter.The cost of advertising in Russia in the first quarter of 2020 rose 4% over the same period last year to 115 billion RUB without VAT, according to the Association of communication agencies of Russia (ACAR). In the first quarter of 2019, the market has shown the same dynamics, but in General, for 2019 rose 5%.According to RACA and IAB Russia, the volume of the segment of performance advertising (pay per action) increased by 11.8%, to 49.1 billion rubles, search advertising grew by 11%, to 24.8 billion rubles, and context — 12.4% to 24.3 billion RUB Volume of in-stream video advertising (in the video) fell by 6% to 2.3 billion rubles. Advertising on the Internet is one of the most flexible from the point of view of operational management of the budgets: if the first two months of the year showed a healthy growth momentum, in March advertisers are already partially removed and transferred to accommodation in later periods, the head of the Department of productivity and evaluation mediascope OMD OM Group Andrey Skorodumov. At the beginning of the year there was problems with the supply from China, in March there was a fall in oil prices and the ruble exchange rate, the business has already reacted to it, confirms the head of the “lab ADV” and “ADV Benchmark” Igor Carriers.In Dentsu Aegis Network do not agree with the assessment AKAR Internet advertising. “If a slowdown in performance, including search, looks reasonable, since they are highly dependent on investment small and medium business, with the fall in the segment of video is difficult to accept — a number of players, including dominant on the market online YouTube video still showed strong growth in the first quarter,”— said the managing Director of operations and development of Internet businesses Dentsu Aegis Network Andrew Molev. Assessment GroupM, the growth of online advertising in the first quarter as a whole was higher — 11-12%. “We consider it undervalued the segment, instream-video, which is not the observed reduction”,— said the head of procurement at GroupM Michael Yeliseykin.Television advertising, which accounts for 37% of budgets, according to AKAR, has returned to growth after falling by 6% by the end of 2019. In the first quarter, this segment grew by 3% to RUB 43 billion On television advertising effects COVID-crisis practically was not reflected in the first quarter due to technical factors or production dates it in the air and the rigors of contractual obligations, says Andrey Skorodumov. In the first quarter on TV was observed natural increase associated including low base 2019, adds the chief investment officer of Publicis Groupe Russia Ekaterina Alexeve. The results of the segment was also affected by the new sales system introduced National advertising Alliance in the end of 2019 (the advertiser pays for all the viewers who saw the movie, and not just spectators of cities with population over 100 thousand people), said Vice President of Media Direction Group Ilya Gertsev.The volume of advertising on radio and in the press in the first quarter accelerated the fall. The budgets of the advertisers on radio decreased in the first quarter by 17% to 2.9 billion rubles, the press — on 22%, to 2.8 billion rubles In the segment of outdoor advertising members of AKAR did not come to a consensus, but the Association decided that the volume of this market has not changed and amounted to RUB 11 billion In the first quarter of the fall also showed regional advertising in General: the total volume of placements on television, radio, press and outdoor advertising fell by 8% to RUB 10 billion In OMD OM Group expect a decrease in the online segment. “And performance and video ads in the second quarter will have been affected by the downward trend of budgets relative to last year”,— agrees Andrey Molev. The second and third quarters will be “very painful” for television advertising, the revival on TV can be expected only in the last quarter, says Andrey Skorodumov. It is obvious that in the second quarter the dynamics of your TV investment will be negative in response to falling sales in most segments, says Ekaterina Alekseeva. At Media Direction Group is waiting for the fall of TV advertising by 10% the slowdown in online advertising to zero. The fall of advertising in the press in the second quarter depending on the development of the situation may reach 40-50%, predicts Publicis Groupe Russia.Valeriy Lebedev