RWB Overtakes Sber in Offline Advertising Spend
Offline budget growth among the top 20 advertisers fell 2.5-fold. RWB spent 27 billion rubles and overtook Sber (20.6 billion rubles). Ozon is third with 16.5 billion rubles.
The growth rate of offline advertising spending by Russia's twenty largest advertisers slowed more than 2.5-fold in the first half of the year. For the first time in many years, the leader of the ranking is not Sber: the top spot went to RWB, the merger of Wildberries and Russ, according to the study's data.
RWB increased its budget by 64% year on year, to 27 billion rubles. Sber dropped to second place with 20.6 billion rubles — a growth of 18%. Ozon rounds out the top three: the marketplace moved up from fifth position, boosting its investment by 33% to 16.5 billion rubles.
Alfa-Bank took fourth place. The bank improved from sixth, with spending up 47% — to 14 billion rubles. VTB, which held third place a year ago, slipped to fifth: its budget fell 8% to 12.5 billion rubles.
Market participants attribute the reshuffle to the redistribution of budgets into digital channels and the overall economic situation.
Categories: who is investing, who is cutting
Sports goods advertisers increased their offline advertising investment the most — up 107%. They are followed by computer hardware and software (88%), internet services (65%), social projects (53%), and telecommunications services (52%).
The steepest cuts were seen in education services and employment — down 35%. Household appliances lost 34% of offline budgets, insurance services — 30%.
What is happening in the market
The slowdown in offline budget growth does not mean an abandonment of outdoor advertising. Static structures are being replaced by digital screens: layouts and campaigns on them can be changed without printing or installation. At the same time, the share of internet advertising continues to grow thanks to the better measurability and flexibility of digital formats. The redistribution of spending between channels is what is restraining the offline segment's growth.
There is also a nuance with RWB's result. The marketplace's advertising budget is not necessarily equal to the platform's own spending: the bulk of the budgets comes from the sellers offering goods on the platform. Therefore, RWB's result in the ranking also reflects sellers' demand for promoting their products.
In 2026, the advertising market's growth is further restrained by the increased tax burden and the contraction of the consumer market.
More details — in the article "Economy with Savings."
Source: Коммерсантъ
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