The departure of Western companies gave impetus to the development of domestic businesses and also the marketing industry. This conclusion was reached by the participants of the plenary session “The Importance of Communication on the Economic Agenda of Russia Today”, held on the first day of the XXIII Advertising Forum.
During the event, experts discussed the results of the first half of the year, presented research results and evaluated the prospects of the advertising segment in the current situation. They agreed that Russian manufacturers are more interested than ever in bringing their products to market.
According to ACAR data cited by the association’s vice president Sergei Veselov, the advertising market reached record levels in the first half of the year. According to him, even the pre-crisis level has been exceeded. Factors such as last year’s underperformance and overall economic growth facilitated this, he noted.
“The biggest advance may be the emergence of a new market or the deregulation of part of the market. Here you can grow quickly for the same money, for which in a normal competitive environment the income would be less. “26 advertisers in the top 30 increased their actual advertising budgets by 30-40 percent,” he said.
In turn, AKAR’s first vice president, Valentin Smolyakov, noted that viewers are increasingly coming to the Internet for content, although TV remains the best tool for introducing new products and services to potential customers. He believes that digital platforms are a broad and promising area for marketers.
Digital Alliance Commercial Director Victoria Radetskaya said trends have led to the emergence of a new advertising niche. “These are people who watch live TV channels over the internet. There are already 15.5 million such people. The audience is growing and we are ready to offer advertisers a new product,” she said.
According to him, the TV+ online ecosystem is balanced and the viewing rates of advertisements in the digital environment are reaching high levels.
Let us remind you that the advertising forum in Nizhny Novgorod is one of the largest events in the industry. The discussion platform brings together industry players to find new ways to improve business communications and the media advertising market. More than 500 industry experts from more than 20 regions of Russia and the CIS countries attend the event every year.
Source: Gazeta
Barbara Dickson is a seasoned writer for “Social Bites”. She keeps readers informed on the latest news and trends, providing in-depth coverage and analysis on a variety of topics.