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Create: 2025-05-21 Update: 2025-06-30 03:46:47

Sostav и АКАР выпустили рейтинг агентств по объему медиазакупок за 2024 год

Совокупный оборот 98 медиаагентств составил 628,2 млрд рублей (+29,8%).

В диджитал топ-3 не изменился, но лидером по закупкам стал Сбермаркетинг. На втором месте MGCom, на третьем OOM. Еще удивляет отсутствие в рейтинге Realweb и Go Mobile.

ТОП-5 агентств по закупкам в диджитал:
1. Сбермаркетинг - 23,7 млрд руб (14,7 млрд руб у adindex)
2. MGCom - 18.8 млрд руб (18,7 млрд руб у adindex)
3. OOM - 17.8 млрд руб (14,5 млрд руб у adindex)
4. Media Instinct - 16,8 млрд руб (6,8 млрд руб у adindex)
5. OMD OM - 11,4 млрд руб (4,4 млрд руб у adindex)

Интересно, что Sostav оценил диджитал бюджеты MediaInstinct и OMD OM почти в 3 раза больше, чем adindex. Но если посмотреть на методологию, то увидим, что оценка диджитал состоит из двух блоков:
- медийная реклама - оценка на базе оффлайн биллингов (!?). По сути просто пальцем в небо.
- performance - оценка на базе Digital Budget (тут тоже без комментариев)

Если смотреть на все медиа, то топ-3 выглядит так:
1. Сбермаркетинг - 64,4 млрд руб (+60,7%)
2. Media Instinct 53,5 млрд руб (+31,9%)
3. Mera - 45 млрд руб (+7,9%)

Полный рейтинг: https://www.sostav.ru/ratings/mediarating2025

@dmcrus

Digital Marketing Club Russia

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Sostav и АКАР выпустили рейтинг агентств по объему медиазакупок за 2024 год

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