Assessment of Market Size for the Instagram Ad Market in Russia

Abstract

The article focuses on a methodological approach to assessing the market size of advertising placements for Instagram bloggers. It also analyses the data obtained while evaluating the market size for 2019 and 2020. We describe a step-by-step approach to collecting a database of all bloggers' publications, identifying advertising publications among them, as well as assessing the cost of their placing. We give comments on the distribution of budgets by publication format, the scale of bloggers, and also offer a description of the seasonal dynamics of expenses within a year.