# Compare AKAR and IAB video advertising definitions and separate media expenditure from production budgets when planning a film. Canonical: https://sharprod.com/en/journal/research-video-market-budget.html Language: en Route ID: route.521ec97e5fdf57ca4138 Page class: journal_article ## Research question Which video production decisions can industry statistics support, and which require campaign-specific evidence? We distinguish advertising placement expenditure, the cost of making assets and campaign outcomes. Confusing these objects can turn a market growth figure into an unsupported recommendation for a film budget or an expected return. Passage ID: passage.route.521ec97e5fdf57ca4138.budget_timeline.2f62d25f44fb6c8b ## Why placement growth does not set production cost A new caption and a newly filmed scene are different pieces of work. Another aspect ratio may be a straightforward crop or may require a redesigned composition. A market growth percentage cannot establish which situation applies to a project. Increasing a production estimate by that percentage would therefore be an unsupported calculation. Passage ID: passage.route.521ec97e5fdf57ca4138.budget_timeline.67b04b2c693fc8b3 ## Video advertising markets and production budgets: reading the 2025–2026 evidence Analysis of public sources; no original advertiser survey was conducted. Passage ID: passage.route.521ec97e5fdf57ca4138.budget_timeline.7043e8cb36cc1424 ## Method and comparability AKAR, Russia, 2025 . Reported figure: TV + online video: RUB 312 billion, up 10%. Status and scope: Estimate for a completed year; not a total for video production services. Passage ID: passage.route.521ec97e5fdf57ca4138.budget_timeline.809df48c192ed891 ## Why placement growth does not set production cost A company increasing its media budget could show an existing film more often, buy a different audience, enter another region or commission more creative versions. These choices have different production consequences. More advertising expenditure does not necessarily require more original footage. Passage ID: passage.route.521ec97e5fdf57ca4138.budget_timeline.a5623875e0848054 ## Why placement growth does not set production cost The opposite shortcut is equally weak: slower market growth does not automatically reduce the crew, scene complexity, rights or deliverables needed for a film. A useful budget revision starts with the work that can change while preserving the communication objective. Passage ID: passage.route.521ec97e5fdf57ca4138.budget_timeline.ad5970de34de781f ## Method and comparability AKAR, Russia, Q1 2026 . Reported figure: Video: RUB 67.5–68.5 billion, up 1% against Q1 2025. Status and scope: Quarterly estimate, not a full-year forecast. Passage ID: passage.route.521ec97e5fdf57ca4138.budget_timeline.e385d4b15a54bea2 ## Related planning guides IAB's 5 May 2026 digital video forecast IAB's 5 May 2026 digital video forecast Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.09384ab4824e28aa ## Three connected planning layers Production: which shots communicate those ideas and how they can be made through filming, CGI, AI, motion design or a combination. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.0cf3eb1b12429f0c ## Method and comparability We reviewed public AKAR and IAB publications available on the preparation date. Each figure is labelled by geography, period, segment definition and whether it describes a completed period or a forecast. We did not convert currencies or combine the Russian and US figures into a market ranking. Their segment boundaries are different. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.1c6000bd32d7efc3 ## Production implication Industry estimates provide context for channel planning. A production estimate needs shots, source materials, accuracy requirements, versions, timing and rights. An explicit chain of decisions should connect these levels; a percentage copied from a market report cannot do that work. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.1fa85338239bbcce ## Method and comparability These are different forecasting categories. They should not silently replace the May figure for the broader digital video segment. We retain each definition rather than manufacture a uniform time series from incompatible categories. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.254f1b93254da055 ## Production implication For commercial video production , provide the message and intended uses. Where precise product imagery and a stylised environment require different methods, consider hybrid production . When discussing the project , separate required deliverables from optional versions so proposals can be compared against the same scope. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.431ebb445a7269a1 ## Three connected planning layers Media: where the material will appear, who should see it, what action is expected and how that action will be assessed. This requires campaign and audience information. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.48f3787ed0199158 ## Method and comparability IAB, US, 5 May 2026 . Reported figure: Digital video projected to exceed USD 80 billion and grow 11% in 2026. Status and scope: Forecast covering CTV, online video and social video. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.58385784fd768502 ## Research question Our central conclusion is that market estimates help frame planning questions. They cannot replace a scoped production estimate or a test with the intended audience. A production decision needs an explicit connection between the message, placement, versions and measurement plan. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.688508aec3301e39 ## Designing a project-specific check Define a meaningful difference between versions, such as how the product is explained. Record the audience, placement and outcome being assessed. If the message, offer, runtime and targeting all change together, interpreting the result becomes difficult. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.6a159f27b2844bfa ## Designing a project-specific check For a B2B project, identify the video's role: introduction, mechanism explanation, presentation support or a response to a procurement question. A viewing metric does not fully describe all these roles. A clear use case helps avoid commissioning a supposedly universal film that tries to answer every audience at once. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.72a993433abccd30 ## Limitations This review does not estimate the Russian video production services market or its share of advertising spending. It does not forecast SHAR pricing, campaign results or demand for a specific format. Industry estimates can be revised; check the period and subsequent releases before using a figure in a presentation. A forecast must remain labelled as a forecast until the relevant observed result is available. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.83eba82a0495a9d5 ## Method and comparability Figures below come from the linked primary publications. We did not obtain their underlying microdata or independently reconstruct market totals. The production-planning recommendations are SHAR's interpretation, not findings attributed to the associations. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.8d568f90029b6648 ## Related planning guides IAB update published 10 September 2026 IAB update published 10 September 2026 Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.8f0ee8ff4d6d0cab ## Method and comparability The IAB update published 10 September 2026 projects 9.4% growth for digital video excluding CTV and 15.6% for CTV. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.946bb46ca7ad1cf3 ## A decision matrix for the brief One concept or several . Client evidence required: Whether the messages and audiences differ. Production agreement: What counts as a separate script or original shot. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.a0f2b0769ac3fe59 ## A decision matrix for the brief Refresh an existing film . Client evidence required: Changes to the product, offer or placements. Production agreement: Reusable material and work that needs replacing. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.b50be2aaf702c78d ## Method and comparability Sources: AKAR 2025 results , AKAR Q1 2026 , and IAB's 5 May 2026 digital video forecast . Accessed 27 September 2026. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.b58bc297889b436f ## Three connected planning layers The layers are connected but cannot substitute for one another. A new channel does not necessarily require a new production technology. Choosing AI does not establish the right message or audience. More exported files do not automatically mean more useful creative hypotheses. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.b788a7a0b38031cf ## Related planning guides AKAR 2025 results AKAR 2025 results Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.c26c8c86996dccbb ## A decision matrix for the brief Test a creative variation . Client evidence required: A defined hypothesis and assessment method. Production agreement: The smallest useful asset set, without a conversion promise. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.ca20eb5e082d39c1 ## Related planning guides Video Version Matrix: Formats and Scope . Define master edits, shorter versions, aspect ratios, languages and captions before AI/CGI production, with a matrix for estimates and delivery checks. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.da20ae5a29af11ad ## A decision matrix for the brief Filming, CGI or AI . Client evidence required: Product accuracy requirements and available inputs. Production agreement: Method and acceptance criteria for each difficult shot. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.dcca89d5e23dc45e ## A decision matrix for the brief Master and adaptations . Client evidence required: Actual placements and delivery requirements. Production agreement: Crops, text, languages, sound and runtimes. Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.f39fd9ee933680c3 ## Related planning guides AKAR Q1 2026 AKAR Q1 2026 Passage ID: passage.route.521ec97e5fdf57ca4138.main_answer.f784d7c89737605c ## Three connected planning layers Content: what the viewer needs to understand or believe, what supports the claim, what limitations matter and what the next step should be. Passage ID: passage.route.521ec97e5fdf57ca4138.next_step.b804c0046eb45e68 ## Designing a project-specific check Before launch, agree with the measurement owner which events are available and how enquiries, return visits and subsequent sales are handled. A production team can make the specified assets, but revenue, media buying and lead-quality data belong to other parts of the process. A change in sales should not be attributed solely to a film without a suitable measurement design. Passage ID: passage.route.521ec97e5fdf57ca4138.workflow.55f6f40bf1649322 ## A decision matrix for the brief This is an original working framework, not survey evidence. It does not establish that one production technology performs better than another. Its purpose is to make the purchase specific enough to evaluate before expensive production stages begin. Passage ID: passage.route.521ec97e5fdf57ca4138.workflow.9921049418b036f9