On May 17, the Decree of the President of Ukraine on the imposition of sanctions against a number of Russian information sites, including the social networks “VKontakte” and “Odnoklassniki”, portals “Yandex” and “Mail.Ru”, came into force. Gemius has analyzed the audience and activity of advertisers on blocked resources before and after the imposition of sanctions. So, the audience of Vk.com and Ok.ru has fallen while of Facebook – has grown; the trends in advertising activity are similar.
The analysis includes data received from examination of online surveys of the audience of gemiusAudience (PC) and online monitoring of advertising campaigns of gemiusAdReal (video advertisement) a week before the imposition of sanctions on May 8-14 and a week after – May 22-28.
Vkontakte and Odnoklassniki lose their positions
The results of gemiusAudience research show that the share of users in blocked social networks has decreased: VKontakte has lost 3.7 million users on PC, Odnoklassniki – 2.6 million. Before the imposition of sanctions, Vkontakte had accounted for 50.5% of the Runet visitors (gemiusAudience, May 8-14), a week after the enactment this index fell to 30.8%. Earlier VK had occupied a leading position in the market and was the most visited social network of the country.
The audience of Odnoklassniki dropped from 22.3% to 8.5%.
The Facebook audience is growing
At the same time, the introduction of sanctions has increased a number of visits to the Western giant – Facebook. The network’s weekly audience before the ban on Russian networks was 5.3 million users (coverage 28.5%), and after the blockage it has grown by 2.2 million. From May 22 to 28, the social network was visited by 7.5 million people of the Uanet audience that equals 40% of all Internet users during the week.
Video advertisements on social networks
The activity of advertisers in blocked social networks has declined. The most noticeable decrease in audience coverage in video ads has occurred in Vkontakte – by 92% (2.17 million users). In Odnoklassniki from May 22 till May 28, video advertisements have reached 400,000 users, which is 77% less than a week before the ban of resources was enforced. Facebook video ads have attracted more users, but the dynamics of growth of advertisers’ activity is slower – the share of the audience reached is 30%.
Yandex.ua and Mail.Ru
The audience of Yandex.ua has dropped to 1.9 million users: before the site was banned, it covered 38.1% of all Uanet users per week, after the ban – 28.0%. Mail.Ru has lost more users – 2.5 million: from May 8 to 14 the portal was visited by 31.7% of the weekly audience of the Uanet, and from May 22 to 28 – 18.6%.
The audience of Yandex.ua reached by video ads has decreased by 72.8%, in case of Mail.Ru – by 34.3%.