Advertising City 2025: GPM Ads speakers participated in the AdIndex City Conference

On June 26, the annual flagship conference AdIndex City took place under the conceptual theme “Oh times, oh customs, oh knights of the advertising order”, serving as a symbolic reminder that in a rapidly changing world, advertising requires courage, intuition, and professional knighthood. The team of GPM Ads (Gazprom-Media Sales House) took part in the business program.

Yulia Andryushova, Director of Business Communications and Analytics at GPM Radio, GPM Ads expert, moderated the first part of the session ”Advertising Content is King!” Experts discussed how to create effective and relevant advertising content that can hold consumer attention, evoke emotions, and deliver real business results in the face of growing competition and decreasing contact time. Yulia paid special attention to audio advertising and explained how creating a full-fledged audio script with characters and a consistent story increases audience engagement and advertising effectiveness.

Yulia Andryushova

Director of Business Communications and Analytics at GPM Radio, GPM Ads expert

Advertising content is a business guide that makes products and services noticeable. It helps attract new customers, turns them into loyal brand fans, and establishes an emotional connection. Every day, a person encounters 6,000–10,000 advertising messages, with interaction time ranging from a second to several minutes. These factors dictate the conditions under which a brand can become either a “long-term king” or a “hype king”. But how to become the “king of advertising content”, and what needs to be done for this, we will discuss with the speakers.

Mikhail Postevoy, Head of Digital Sales for Friday!, Saturday!, 2x2, and TV-3 TV Channels at GPM Ads, spoke at the same session. He discussed the importance of emotion in advertising content, which helps build long-term and strong brand relationships, noting that successful projects are primarily built on a combination of creativity, emotion, and accumulated experience.

Mikhail Postevoy

Head of Digital Sales for Friday!, Saturday!, 2x2, and TV-3 TV Channels at GPM Ads

The success of GPM Ads cases is not a coincidence. It is the result of a powerful combination: creativity, emotions, and immense expertise. Our channels are a real content factory, operating 24/7. On one hand, it’s just their job, but on the other, it’s a huge journey where new cool projects, stars, meanings, emotions, and incredible cases are born, winning awards at various competitions. Behind this are dozens of cool specialists and years of expertise. And most importantly, it is a huge loyal audience open to new ideas and creative solutions.

Olga Otopkova, Head of New Business Sales at GPM Ads, moderated the session “One for all, and all for the shelf: how brands survive at the e-commerce court”. The session discussed how brands survive in today’s environment and effectively engage with customers through online platforms, offline stores, and personalized experiences.

Alexey Krupenin, CEO of Getintent, Director of Digital Advertising Sales Department at GPM Ads, spoke in the section “Digital Armor of 2025: What Works Today in MarTech and AdTech”. The programmatic market continues to change rapidly, and today the most in-demand tools include cookies In-App, self-service, and artificial intelligence.

Alexey paid special attention to the self-service format, which is becoming increasingly popular among advertisers. According to Getintent, in 2024, 76% of clients launched campaigns independently. This trend is explained by speed, transparency, flexibility, and the opportunity to grow expertise within teams. However, self-service is not about full automation, but about a balanced ecosystem where technology saves time, and human support provides confidence and helps in complex situations.

Alexey Krupenin

CEO of Getintent, Director of Digital Advertising Sales Department at GPM Ads

Ideal self-service is when a client can solve a task on their own but always knows they can get help at any moment.

Daniil Ryazantsev, Head of Digital Inventory Sales at GPM Ads, took part in a discussion on the topic “The Magic Pair: How Brandformance and Performance Marketing Work in 2025”. In his speech, the speaker emphasized the need for a balanced approach, highlighting the importance of conscious media planning and understanding consumer insights. Daniil also noted that television content remains an effective channel for engaging with the target audience and achieving advertisers’ marketing goals.

Daniil Ryazantsev

Head of Digital Inventory Sales at GPM Ads

We support the market’s pursuit of reliable solutions for scaling and implementing brand performance strategies and are ready to offer a proven tool — Streaming Ads in the digital TV segment, which has demonstrated proven effectiveness in solving such tasks.

The event became a focal point for the professional community and a platform for discussing the main trends in the advertising market.