37% of mobile advertising in Russia is placed by Chinese companies

Chinese mobile companies are beginning to play a dominant role in the Russian market of mobile applications and games.

Today, October 19, Mail.Ru The Group announced that the Chinese companies account for 37% of the advertisements of the myTarget platform.

For comparison, domestic companies buy up 39% of traffic. Europe and the USA share the remaining ads among themselves. They have 20% and 4% of the market, respectively.

This is not surprising, considering that last August, according to App Annie, four of the top ten free apps in the Russian Google Play were released in China. Moreover, six (!) games of the Russian box office Top 10 Google Play are made in China.

What will this lead to in the long run?

Most likely, to aggravate competition in the native market, to the fact that the Chinese will begin to increase their share of presence in the near future. It is quite natural that one of the consequences will be an increase in the cost of Russian mobile traffic.

At the moment, the Chinese in Russia are still strong only on the Android platform. Their positions on the domestic App Store are not so significant (for example, only games from Elex Technology and Tap4Fun are in the top ten so far). But, it seems to me, over time there will be more companies/products from China here too.

By the way, according to representatives Mail.Ru For example, a quarter of myTarget’s ads are for games.

A source: corp.mail.ru