Yandex Ads sees strong growth from Chinese advertisers in 2025, anticipates further expansion with visa-free travel

Yandex Ads, the AdTech division of Yandex, announced remarkable growth in Chinese advertisers' activity on its platform during the first half of 2025 on Sept 16. The number of advertisers from China increased by 45 percent compared to 2024, with companies from a diverse range of industries deepening their presence in the Russian market.

Chinese advertisers invested more than 3 billion rubles (about $36 million) in Yandex Ads during the first half of 2025. The automotive sector led all categories in advertising budgets, while companies in gaming, household appliances, and electronics also ranked among the top spenders.

Other sectors demonstrated robust momentum as well: advertising investments from gaming companies nearly doubled, while fashion brands posted a 40 percent increase in ad spending. The medical and pharmaceutical sectors grew by 38 percent, and automakers expanded budgets by 29 percent.

Additionally, Chinese companies from the travel and tourism sector are showing rising interest in advertising in Russia, a trend expected to accelerate with the introduction of visa-free travel policies.

Sergey Ustinov, general manager of Yandex Ads Asia-Pacific, commented: "We foresee rapid growth in advertising from the tourism sector, driven by the newly introduced visa-free regime, and we are fully prepared to support Chinese businesses as they embark on cross-border growth."

Mobile advertising at the forefront

Chinese companies are increasingly focused on mobile platforms to reach Russian consumers. In the first half of 2025, Chinese advertisers' investments in mobile advertising more than doubled, accounting for one-fifth of their total advertising budgets. At the same time, the number of Chinese mobile apps connected to the Yandex Advertising Network (YAN) increased by 42 percent, reflecting a strong demand for Yandex's app monetization and promotion solutions.

Sergey Ustinov concluded: "Chinese companies are accelerating their expansion into the Russian market, and Yandex Ads is proud to be their trusted partner. The rapid growth in advertisers and budgets we have seen this year highlights the confidence Chinese brands place in our platform and our ability to deliver results. Chinese companies are choosing Yandex Ads to reach millions of Russian consumers through innovative technologies and effective mobile-first solutions. Looking ahead, we will continue to deepen our cooperation with Chinese businesses, supporting their growth and driving the shared development of the Chinese and Russian digital economies."