Over the past year, the market volume has fallen by a quarter and is now estimated at approximately $60 million (from here on, figures without separately indicated sources are given based on information from Wunder Digital research on the CIS markets. - Note RB.RU ).
But there's some good news:
the digital segment has suffered the least tunisia telemarketing database and continues to grow. Two years ago, the internet's share of advertising channels in Belarus was 46%; last year, it rose to 54%. The internet is actively displacing the second-most popular channel, television (23%), as well as radio and outdoor advertising (11% each).
Some foreign brands have abandoned outdoor and TV advertising and redirected their budgets to the internet, particularly YouTube. Domestic players are also increasingly choosing the internet over other advertising channels.
Users in Belarus also prefer the internet to traditional media. The average working-age Belarusian spends 2.5 hours a day on social media—40 minutes more than watching TV.
Promising digital directions
Last year, mobile internet speeds in the country increased by 13%, and experts predict rapid growth in the mobile advertising segment. Global experience shows that mobile advertising will account for 70% of the digital advertising budget by this year.
Advertisers are starting to pay attention to digital audio, particularly Spotify, which just a year ago was not even on the list of advertising platforms.
Belarusian businesses actively use paid advertising on Google, Yandex, and social media. Google accounts for the largest share of budgets. Among Google Ads tools, search still dominates, although advertising on the Display Network continues to grow.
Google (76%) and Yandex (24%) are the leading search engines in Belarus. It's worth noting that last year's top search queries didn't include commercial ones, but they did include names of marketplaces and online stores.
This is a sign of the trend toward ecosystems
Users find it more convenient to interact with a single platform, with a minimum number of clicks and transitions. Moreover, the role of search engines is declining: people are increasingly searching for information about products and services on social media and on marketplaces.