16.03.2026
On March 13, the annual business conference for leaders of the advertising market, “Digital Brand Day 2026,” took place in Moscow. This year's theme was "Architecture and efficiency of advertising systems". Experts from the Mediascope group participated in five sessions across the event.
Ruslan Tagiev, CEO of Mediascope, spoke at the opening session and presented our video content measurement tools for the digital environment.
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- The media market is evolving rapidly, and so are the rules that govern it. In response to these changes, we at Mediascope assembled a wide range of tools that allow us to measure content and advertising across different environments — regardless of screen, device, or format.
- We support the industry's commitment to collaboration and transparency by labeling all advertising placements. This helps ensure comprehensive and effective measurement.
- Market transparency requires both advertisers' willingness to understand what's happening and publishers' readiness to cooperate.
The full presentation of the report is available via the link.
Anton Chestnykh, Product Manager at Mediascope, spoke at the session “E-commerce and Retail Media in the Era of Maturity” and explained how the audience for e-commerce services is changing.
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- E-com activity is increasing due to increased time and frequency of use, while the influx of new audiences is gradually slowing down. 7% of the total time spent on Internet consumption by Russians is accounted for by e-resources (+18% compared to February last year). At least once a month, electronic commerce services are used by 82% of Russians, average daily coverage is 60%. The average user spends 29 minutes per day on e-com resources.
- There was a strong growth of the e-com audience in older age groups: among Russians aged 55-64, the coverage of e-commerce services increased by 18% during the year, and by 15% at 65+.
- Marketplaces remain the most popular category in e-commerce, with a daily reach of 50% and a monthly reach of 78%. Other top categories are: groceries, pharmacies, electronics and appliances, and clothing, shoes, and accessories.
- Search activity in e-com is growing: 78% of mobile users have made search queries to such resources. On average, there are 43 searches per person per month, 7 search categories and 3 search platforms.
- In February 2026, AI services reached 32% of Russians aged 12 and older. The numbers are even higher among younger audiences: 59% of teens aged 12–17 use neural networks on a monthly basis, along with 54% of those aged 18–24. Among e-commerce users, 34% also use AI services. What's more, AI users generate a third more search queries on e-commerce platforms than those who don't use AI.
See more facts in the full presentation at the link.
Julia Nikolaeva, Head of BrandPulse at Mediascope, moderated the session "Digital Shoppers: How to Sell Your Brand and Products Online" and presented new research on the evolution of online shopping in Russia.
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- Online shopping has become mainstream: according to our survey, nearly all Internet users aged 12–64 make purchases online. Over the past five years, the share of online shoppers in this age group has increased by 1.3 times.
- The degree of penetration of online purchases varies by product category. In some segments, such as cosmetics, clothing, and electronics, digital channels are already playing a major role, with some shoppers abandoning offline shopping altogether.
Julia’s full presentation is available on the website. You can also watch a video interview with her via the link.
Andrey Boyarinov, CEO of MediaHills (part of the Mediascope group of companies), spoke in two sections: "Connected TV 2026: transparency, technology, efficiency" and "Home not alone". He noted CTV has become a fully established advertising channel and outlined new CTV measurement solutions launched in collaboration with sellers.
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- The rapid development of Connected TV attracted new advertising budgets to this market segment and stimulated the emergence of new platforms. This, in turn, has led to an increase in demand for real, understandable, transparent figures comparable with TV measurements.
- At the end of 2025, a unified CTV measurement system for unified metrics was launched with the participation of sellers, primarily the Digital Alliance.
More details are available in the full presentation of the report via the link.
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