Why Advertising Market Analysis Is Important for Business Strategy

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The volume of the online advertising market is growing. According to Statista, investments in digital promotion in the Russian Federation by the end of 2024 will amount to almost 520 billion rubles - this is 13% more than expected a year earlier. At the same time, ARID RF reported that in the first quarter of 2024, the volume of the digital advertising market significantly exceeded forecasts and reached 32% instead of 20% .

And while digital advertising remains one of the bangladesh telegram number database most flexible, effective, and personalized media, companies often see discrepancies in reports between ad providers and their own. In this article, we’ll cover how to avoid these complications and plan your marketing strategies more effectively.

Sometimes, when planning advertising, marketers act almost blindly. This is usually due to a lack of information, volatility of advertising platforms, or a lack of analytical tools. Let's look at each reason in more detail.

Limited statistics. There are few details about trends and tendencies in the advertising market in the public domain — usually research is ordered for this. But even here there are no guarantees that paid data will not lose relevance: new market conditions may appear, research methods may be updated, or user behavior may change.
For example, in 2023, AKAR completely transformed the procedure for analyzing advertising market volumes. The new procedure excluded television, the Internet, radio, the press, and outdoor advertising — now statistics are kept in the context of video, audio, publishing business, OOH advertising, and Internet platforms. All this complicated the analysis and planning of future business strategies.

Instability of advertising platforms. Since 2022, opportunities for communication have been shrinking: some social networks have become banned, TikTok has limited content, and YouTube has slowed down significantly. And although domestic platforms like VKontakte, Telegram, and Rutube have taken the lead, brands still had to adjust their budgets and strategies, some of which were planned months in advance.
Lack of advertising monitoring tools. In particular, marketers lack services for automatic tracking of clients' online activity in real time. Such systems provide detailed reports on online advertising placements taking into account all necessary metrics and allow for detailed analysis of user reactions at each stage of interaction with the brand.
If a company does not have precise information on the advertising market, it has to rely on intuition. This is especially problematic when audience behavior and competitors' actions change almost every day, and yesterday's strategies may become irrelevant today. In such conditions, the following risks arise:

difficulties in forecasting campaigns. Without advertising market analytics, marketers find it difficult to set realistic goals and objectively evaluate the success of advertising. For example, if a business does not have current benchmarks for what CTR or CPA is considered good, there is a risk of misjudging future results and continuing to invest in ineffective strategies that generate almost no leads.
Increased marketing costs. When the advertising market fluctuates, it is difficult to track the cost of clicks, conversion, user behavior across platforms, and other important metrics. Without updating this data, advertisers risk missing out on cheaper channels that will not only save budget, but will be more effective for some audiences and niches.
Loss of competitive advantages. If you don’t know what formats and channels your competitors use to communicate with their audience, you may lose some of your customers. For example, when other brands actively attract leads through VK Clips, static banners, and text ads may seem less interesting to users. As a result, some potential buyers will go to companies that offer more dynamic and modern content.
To avoid these difficulties, brands need to systematically analyze changes in the advertising market and, if necessary, adjust their marketing to them.