Advertising experts expect the business to leave Meta* social networks due to the recognition of the company as an extremist organization. According to them, most likely, the emphasis will be on Russian social networks and portals. Entrepreneurs will have to study the market in order to understand what services their potential audience is switching to.
According to experts, the advertising business expects a serious blow in the form of the loss of popular sites. It will take time for them to return all or at least part of their former audience. At the same time, some experts note the availability of the necessary tools for advertising in the remaining social networks, mainly Vkontakte and Telegram. Odnoklassniki, according to some experts, will be approached in order to hook an older audience. In any case, most likely, users are waiting for an increase in the flow of advertising on these sites.
Market representatives note that “there are alternatives, everyone knows this, but the functionality is not completely repeated.”
Anton SviridenkoHead of the Expert Center under the Commissioner for the Protection of the Rights of Entrepreneurs under the President of the Russian Federation
“That is, we need adaptation and the search for new practices of use. In any case, you will not quickly restore the database of contacts, subscribers and buyers. This is a matter of several months. Now in the country, in principle, there is a different supply and a different demand, much in business through social networks will have to be started all over again.”
As for ordinary users, Roskomnadzor clarified this issue to RBC:
"In accordance with the explanations of the Prosecutor General's Office, the lawsuit is not aimed at restricting the use of Meta software products by both individuals and legal entities not participating in activities prohibited by law."
At the same time, the purchase of advertising from Meta is assessed by many experts as a criminal offense and may threaten with consequences for legal entities and individuals. Companies that use banned social media logos in their promotions and materialso face legal consequences.
According to the Kommersant publication, by the end of 2022, the online advertising market may sink by 15–20% in monetary terms (in 2021 it amounted to 313.8 billion rubles). When calculating, in addition to the already indicated loss of sites, Google's ban on the sale of advertising in the Russian Federation, restrictions from TikTok, and the departure of foreign companies due to the geopolitical situation were taken into account as factors.
* recognized as an extremist organization, its activities are prohibited in Russia
bbabo.Net