2024-03-11 16:45:14
With the start of the Russian attack on Ukraine, many companies withdrew from Russia. Some are now placing more advertising there again – including Samsung.
After Russian troops invaded Ukraine in February 2022, more and more companies refused to deliver goods to Russia or advertise in the country. Now, however, the trend is said to have reversed, especially among electronics manufacturers from China and South Korea, reports the Russian medium Kommersant.
Last year, advertising activities on the Russian market rose again to pre-war levels or even higher. The portal refers to data from the Russian IT medium “TelecomDaily”. Foreign electrical companies that restricted their advertising at the start of the war or stopped their deliveries completely increased their advertising activity to 65 to 100 percent in 2023.
These are said to include Chinese companies such as Honor and Xiaomi, the South Korean Samsung and the Taiwanese Acer. According to TelecomDaily, no listed company advertised in Russia in 2022.
This tactic is not uncommon
However, according to the advertising holding NMi Group, one of the largest Russian associations of media groups, investments are now expected to exceed pre-war levels by two to five percent. However, the large companies do not place the advertising themselves. According to the report, they transfer the advertising budget to third parties, mostly marketplaces, retailers and wholesalers. According to the report, experts say that all promotional activities of manufacturers are carried out in this way if the devices are not officially delivered to Russia.
According to experts, it could still be difficult for companies to sell their goods. “Sometimes it happens that a store advertises a certain model of laptop or smartphone, but after a few days the stock runs out and the whole advertising strategy does not work,” one of the interlocutors told Kommersant. The reports do not say how much the electrical companies still deliver to Russia. However, in an article from last year, Meduza wrote that despite sanctions, Russia still receives all kinds of western-made goods.
At the end of 2022 alone, every fifth smartphone sold in Russia was manufactured by Samsung and every tenth by Apple. Russia imports most of its technology via China, Turkey, India, Thailand and the Arab Emirates.