The authors of the study consider

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According to the study "Domestic and Foreign Social Networks/Online Platforms: Status, Comparative Analysis, and Prospects", the results of which were presented on December 22 by the Regional Public Organization "Center for Internet Technologies" (ROCIT), the Association of Communication Agencies of Russia (ACAR), and the Association for the Development of Interactive Advertising (ARID), the number of domestic social networks in 2023 exceeded the number of foreign ones, their share was 56%: in 2021, the total number of known social networks was 41 (of which 18 were Russian), and in 2023, the number of players in the market increased to 63, of which 35 were domestic social networks.

VKontakte, Telegram and finland whatsapp number database Odnoklassniki to be developed social networks, and online platforms such as LOOKY, Yappy, TenChat, Yandex Music, Zvuk (a platform for listening to music from Sber) have, according to the study, the potential for rapid development.

In addition, as noted by the President of the Association for the Development of Interactive Advertising (ARIA) Boris Omelnitsky, there is potential for advertising placement in the so-called retail media: "Advertisers in Russia are ready to allocate up to 25% of their budget for advertising experiments. The most interesting and growing segment is retail media, because people spend a lot of time in online stores and marketplaces, and leave reviews."

According to ARIR, the domestic market of social networks/online platforms can be considered established and self-sufficient in terms of advertising parameters and potential for further marketing development, but it is too early to consider it entirely Russian, since three foreign platforms occupy stable positions: YouTube, Instagram* and TikTok.

"The advertiser survey helped clarify the attitude of businesses to Russian social networks and online services: VKontakte has the widest range of advertisers - from SMEs to major companies. This platform offers a variety of placement formats, and content authors - monetization opportunities. Second place is occupied by Telegram and Odnoklassniki, which can offer high coverage of advertising campaigns designed for different audiences and geographies. Russian advertisers also actively use domestic music platforms Yandex Music and Zvuk. LOOKY and Yappy offer users and advertisers various technological services, are growing in audience size, have a good image according to user ratings, as well as all the necessary technical and legal basis for further active development," the authors of the study note.

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