A study by AdWatch agency showed that in 2009, RuNet social network revenues from non-standard advertising grew 1.5× to 500 million roubles.

A survey of professionals from advertising agencies (Infox, Grape, Ksan, Nokia, Sup, Affekt, Mail.ru, Sterno) showed Russian advertisers spent 40% more on all types of non-standard internet advertising in 2009 than in 2008. Experts estimate 1.5 billion roubles went to non-standard advertising in RuNet overall. Of that amount, 15% is spent on PR, 55% on BTL, and 30% on social networks.

The study also covers popular placement methods for non-standard advertising. Creating branded apps is the most common approach (for example, PepsiCo and Uralsib promoted in the “Happy Farmer” game popular on VKontakte with 8 million fans in 2009).

Most Sochi Olympics sponsors ran campaigns supporting the national team in Vancouver, organising various contests and promotions on social networks. But the surveyed experts emphasise that display advertising brings social networks significantly more money than non-standard ads.

First, display advertising is more understandable to the average advertiser as a marketing tool. Second, social networks impose certain restrictions on platforms for non-standard ad campaigns to avoid negative user reaction.