According to Anketolog, based on a survey of respondents, Telegram is the number one messenger in Russia. YouTube is the number one video hosting service, and VK is the number one social network.
Russian Advertising Market 2024
Telegram is the fastest-growing messaging best leads of 2025 | call list for b2b and b2c app in Russia. The platform's Russian traffic quadrupled from February 2022 to February 2024. Today, the messenger's monthly audience exceeds 85 million users.
The sources of such rapid growth were:
blocking of social networks and migration of authors to new platforms;
wide functionality (calls, chats, channels on any topic, voice messages, unlimited file sharing within the messenger, chatbots);
anonymity and encrypted chats.
Current Telegram trends include:
using messenger as a new media outlet;
using advertising opportunities to grow a loyal subscriber base;
a new opportunity to advertise not only on the brand's Telegram channel, but also on the website;
It is now possible to launch advertising through Yandex.
VK has emerged as the leader in digital migration since the Meta* ban. It boasts over 100 million users viewing 3.6 billion minutes of content per day. This growth was made possible, in part, by the ban on Russian content creators posting on TikTok and the inconvenience of using a VPN to post on Instagram*.
The platform is actively developing VK Ads capabilities:
You can now collect audiences who interacted with your lead form, even if they haven't shared their contact information.
The structure and logic of the Events section in Commerce Center has been updated to work more effectively with dynamic retargeting.
A new tool has been added that can be used to adapt images without additional resources: smart cropping and drawing.
A tool has been added that allows you to automatically generate three video versions from uploaded static creatives and text.
Digital tools
The main digital tools on the market are:
Contextual advertising (Yandex.Direct). In 2024, it will enable even tighter integration with marketplaces and data-driven decision-making through expanded analytics.
Social networks: VK Advertising, MTS, and Telegram have added or expanded advertising capabilities.
Programmatic: Yandex, VK, OTM, and others. BKP and SberAds platforms are attracting renewed attention, as are the expansion of AI-based targeting capabilities.
Affiliate networks: AdmitAd, CityAds, Perfluence, and others. Advertise, Sherry, and Yandex.Vygoda are also available this year.
Mobile advertising: Yandex, Mobile Advertising Platforms, VK Advertising, RuStore; Xapads, Petal (Huawei) Ads, and Bondaya have been added.