In 2017, large advertisers spent about 1.2 billion rubles to work with bloggers. This was the conclusion of PRT Edelman Affiliate, a communications agency that conducted a survey among top 100 Internet advertisers to identify changes in budgets for integrating brands into blogger content between 2016 and 2018.
A total of 52 companies were surveyed, included in the list of the largest Internet advertisers in 2017. The total volume of the market was revealed by the method of extrapolation taking into account the budgets allocated for Internet advertising.
“Obtaining accurate data was extremely difficult – the largest advertisers were reluctant to disclose exact figures. But we managed to convince the majority, because this is the only opportunity to understand the real volume of the market of blogger integrations, which is really interesting. Especially since many companies already allocate bloggers to a separate budget line item, “says Gleb Sahrai, CEO of PRT Edelman Affiliate. “To be able to talk about the whole market, we also interviewed the main producer centers and blog agencies and found out that about 100% of advertisers account for about 60% of their revenues.”
Compared to 2016, the volume of the market grew by 147%. In 2018 growth will slow down slightly and will be about 47%. Most of all budgets for blogger integration are allocated by banks, consumer goods companies and representatives of the beauty segment.