Digital marketing in Kazakhstan is gaining momentum. The growth of the online audience, increasing investments in digital channels, and the active adoption of modern technologies are pushing the market forward.

According to DataReportal, as of early 2025, Kazakhstan had 19.2 million internet users — 92.9% of the country’s population. This figure reflects the country’s high level of digital engagement and the public’s readiness to interact with brands online.

This article outlines the key trends in Kazakhstan’s digital landscape, the development prospects of programmatic advertising, and expert insights from BYYD, Vostok Group, DASM Group, MCA CCAR, Okori Kazakhstan, and Initiative.

A study by Kazakhstan’s National Bureau of Statistics in 2024 confirmed high levels of digital activity among the population. Over 96% of residents use the internet.

The population’s digital literacy is also notable — 92% of users feel confident navigating the online environment.

Between 2024 and 2025, average mobile internet speed in Kazakhstan increased by 51.3%, making digital services even more accessible and convenient.

These factors form a solid foundation for the expansion of online advertising. They create favorable conditions for digital channels to become the most effective medium for brand promotion.

Dilafruz Zhiyranova, Digital Director at Vostok Group:

In the first six months of 2025, Kazakhstan's total advertising market grew by 17% and reached 27 billion KZT. Digital continues to be the fastest-growing segment. Internet advertising generated nearly 14 billion KZT (+29% compared to 2024)—and that’s only for the first half of the year. The reasons are clear: automation, personalization, and measurability make digital highly attractive for brands.

By early 2025, Kazakhstan had 15.7 million active social media users — 75.7% of the population. The audience grew by 11.2% over the past year.

Social platforms have become central to communication, content consumption, and brand interaction. Today, social media is not just about advertising — it’s a space for building trust and delivering fast, two-way communication.

Nurmukhamed Ibraev, Business Development Director at DASM Group:

We thought everything about social media was already clear and explored. But then Threads unexpectedly became the most 'Kazakh' social network.

Anton Ayrikh, Digital Director at Initiative:

Content has become the key entry point—not banners or videos, but short, clear, timely messages. On this wave, Threads had a surprising comeback. It was written off in 2023, but now it’s back in play. A single precise thought can now spread across the feeds of key market players in just a day. It may not be a mass platform, but it's highly effective—especially in niche markets and among personal brands.

According to PwC, Kazakhstan’s retail e-commerce market continues to grow steadily. In 2024, the total value of online sales reached KZT 3,439 billion (+42% YoY), equivalent to USD 6.5 billion.

The number of online transactions rose to 162 million — an 87% increase over the previous year. At the same time, the average check is decreasing while purchase frequency grows, showing that online shopping is becoming a routine part of daily life.

Anton Ayrikh, Digital Director at Initiative: 

E-commerce is growing, especially among large platforms, but strong cases are also emerging in niche projects. Growth relies on three factors: a deep understanding of your audience, quick feedback, and clear unit economics. The market has become tougher — but also more transparent. The winners are those who test and analyze instead of rushing.

Marketplaces dominate this space, accounting for 91% of all e-commerce activity. Kaspi.kz leads the market, building a comprehensive ecosystem including logistics, delivery, and online supermarkets.

Dilafruz Zhiyranova, Digital Director at Vostok Group: 

Marketplaces have become the main sales channel, making up 84.9% of all online purchases. Kaspi.kz confidently leads the top three in Kazakhstan and is evolving into a full ecosystem—investing heavily in logistics, online supermarkets, and delivery services. As a result, advertisers are looking for new ways to reach their audiences. Here, I would especially highlight Retail Media—ads within marketplaces and e-commerce platforms. This segment is growing at record speed because the ads are highly relevant and directly drive purchases.

Artificial intelligence makes information search easier, but it also reduces ad click-through rates.

Andrey Barabanshchikov, Digital Director at MCA CCAR:

First, there is a general trend of declining click-through rates (CTR) in search results. For the top position, the drop is 34.5%, and for organic results, it can be as much as 70%. This is because AI tools like Gemini and Copilot provide answers directly at the top of the results page — and often, that answer is enough for the user. Second, the number of zero-click searches is growing. Around 60% of searches end without a single click to a website, as AI Overviews push ads off the screen. Third, overall search traffic is shrinking due to a shift toward AI chat interfaces. Gartner predicts a 25% drop in traffic by 2026. Until advertising finds its place in AI chats, brands need to double down on contextual advertising and accept a new competitor in the search results — artificial intelligence.

Kazakhstan has a relatively young population, with an average age of 29.7, and 58.5% living in urban areas. Young urban users are the most active digital consumers and the most receptive to new formats of interaction.

Kazakh-language content is gaining traction, with 60–65% of users — especially younger ones — preferring it.

Dilafruz Zhiyranova, Digital Director at Vostok Group:

A prominent trend today is the rising popularity of Kazakh-language content. This is a game-changer: the local language is no longer a niche option—it’s becoming a must-have for anyone who wants to speak to their audience. In this context, I’d highlight the emergence of the BIRGE TV online cinema, which now offers 180,000 hours of Kazakh-language content. Platforms like Alma+ and Qazaqstan are dubbing popular movies and creating original content in Kazakh.

Renat Rakhmetov, Managing Director at BYYD CA, APAC, Balkans:

Kazakhstan shows high mobile activity. Demand for mobile apps—especially in finance, e-commerce, and entertainment—is steadily growing. This lays strong ground for the development of programmatic advertising in the region. In 2025, interactive formats continue gaining momentum. Advertisers see that engaging banners are more appealing to users and help capture their attention for longer. Growth in this segment is also supported by advances in analytics, AI integration, and more behavioral data.

Nurmukhamed Ibraev, Business Development Director at DASM Group:

First, I’d point out the strong growth in e-commerce, a trend that will continue year after year. Agencies and clients alike are expecting more analytics and deeper access to consumption data. Second, we’re seeing a shift toward ecosystem products—a fusion of banking, ticketing, travel, taxis, maps, groceries, and more. Once users enter such ecosystems, they’re unlikely to seek alternatives. These habits are shaping a new consumer culture. Third, Kazakhstan has always been a mobile-first country, and this trend is accelerating. That’s why brands and digital marketers should prioritize in-app communication. Fourth, we’re observing exciting changes in the further digitization of out-of-home advertising. Soon, digital and DOOH campaigns will be planned from a single interface.

Dilafruz Zhiyranova, Digital Director at Vostok Group:

First, AI-generated creatives. Brands are actively using artificial intelligence to produce banners, videos, and texts. Second, automated campaigns. Algorithms now manage everything—from channel selection and targeting to creative generation, hypothesis testing, and budget reallocation. Third, AI-based behavior prediction. This improves both conversion rates and user loyalty. In 2024, we launched our proprietary DCO platform, LePont by Publicis, which adapts creatives based on users’ online behavior.

Andrey Barabanshchikov, Digital Director at MCA CCAR:

First, the growth of advertising in messengers. Telegram now covers 60% of Kazakhstan’s population, and new ad formats — ranging from search-based to in-video ads — have launched over the past year. I’m sure most advertisers will want to experiment with it. Second, in-app promotion is expanding. A mobile-first approach is key to successful strategies. According to our data, more than 86% of ad traffic is mobile. Third, we’re seeing a shift from brand vs. performance to brandformance. SMBs are building brands, while large players are pushing performance boundaries. Strategies are now more integrated and require end-to-end analytics and research.

Denis Molostov, Digital buying director Okori Kazakhstan (Partner of Dentsu):

A key trend is the OptiChannel approach in multichannel engagement strategies. It integrates traditional media (TV, radio, OOH) with digital tools into a single communication system, much like omnichannel strategies. This expands audience coverage and increases efficiency through precise segmentation. We’re also seeing the rise of AI platforms as search alternatives. Over 40% of U.S. users now get answers directly from AI systems. Kazakhstan is quickly following that trend. In parallel, demand for junior-level staff is decreasing—basic tasks like copywriting, analytics, and A/B testing are being handed over to AI. At Okori, we focus on AI Augmentation: minimizing routine tasks and strengthening the strategic role of senior-level specialists.

Anton Ayrikh, Digital Director at Initiative:

Digital in 2025 has matured—but also become more complex. Reach is no longer enough; brands are building funnels, calculating unit economics, and demanding concrete results. You have to offer more than just targeting. Telegram has evolved into a full ecosystem: channels, bots, mini-apps—it’s now the core of digital mechanics, not just a supporting platform. TikTok keeps growing, driven by local infotainment and short-form content. Meta and Google are losing ground in the performance mix. There’s growing demand for scenario-based campaigns, retention strategies, and leveraging owned channels.

According to DataReportal, 56% of Kazakhstan’s web traffic comes from mobile devices.

In-app advertising allows brands to reach users directly in the environments they frequent most — apps, social media, and mobile-optimized websites. This ensures high visibility, personalization, and engagement.

Key advantages of in-app and programmatic advertising:

• Precise targeting and personalization
• Interactive ad formats (e.g. Rich Media)
• Real-time campaign optimization
• Reduced waste through relevant impressions
• Scalable reach across mobile apps
• A wide variety of metrics for deep analysis

Programmatic has already established itself as a major, fast-growing segment in Kazakhstan’s digital ad market — and its share is expected to keep growing.

To learn more about mobile advertising or to launch an in-app campaign:

• Submit a request on our website 
• Email us at hello@byyd.me

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