Детерминанты спроса на рекламу: в чем отличие цифровых каналов?

Финансы и бизнес. 2023. Т. 19. № 4. С. 26–47.

Avdasheva S. B., Chesnokov V., Тимофеева А. О.

The study tests the hypothesis of a positive correlation between advertising expenditures and the concentration of social media and search engine users along with other determinants, as well as a comparison of digital advertising expenditures in Russia and other countries based on panel analysis. The effect of digital platform user concentration was assessed for the first time.

It was found that user concentration increases advertising expenditure on search engines but decreases it on social networks. The share of digital advertising expenditure in GDP shows a U-shaped dependence on GDP per capita and is significantly dependent on the level of ICT. The actual volume of digital advertising spending in Russia is significantly lower than predicted by the model, especially for social networks, which indicates relatively low market entry costs for sellers of consumer goods.

Keywords: социальные сети, конкуренция, поисковые системы, social media, search engines, цифровая реклама, multi-sided platforms, многосторонние платформы, competition, digital advertising

Publication based on the results of: Competition policy on the digital markets within de-globalization (2023)