Russian advertisers shift to SMS promotions amid mobile internet outages
By
Meduza
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Summary
As mobile internet outages spread across Russia, advertisers have increasingly turned to promotional SMS campaigns. MegaFon reported a 37% year-on-year increase in promotional SMS volume in April 2026, with advertising budgets growing by an average of 20%. Retail, financial sector companies, and clothing/footwear manufacturers were the most active buyers. MTS also confirmed strong growth in SMS advertising activity during the same period.
Key quotes
· 3 pulledMegaFon recorded the sharpest spike in April 2026, when the volume of promotional SMS messages rose 37% year-on-year and advertising budgets grew by an average of 20%.
Retail and financial sector companies were the most active buyers of SMS advertising, along with clothing and footwear manufacturers.
MTS also said April saw the strongest growth in SMS advertising activity.
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