TRANSFORMATION OF THE ADVERTISING MARKET IN RUSSIA DUE TO SANCTIONS

Abstract

The sanctions imposed in the first half of 2022 by "unfriendly" countries had a strong impact on many industries in Russia. The pressure on all market participants was growing and was moved to a deep structural transformation of the market. Advertising activity has a direct correlation with the general situation in the economy. The sanctions have affected both the structure of the advertising market built over decades and the business processes. The purpose of this work is to systematize the challenges taking place in the Russian advertising market and analyze the current situation. A deep and comprehensive understanding of the processes in the advertising market allows participants to make more founded and effective decisions under conditions of uncertainty.