June 30, 2023
TV
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Alina Efimova and market experts shared their views on the prospects of TV sponsorship in ORO’s article
Together with industry experts, ORO (ex. Kantar) posted a publication titled “How to Regain Optimism With the Use of Proven Tools and New Solutions.” Deputy CEO of Sales and Business Development at Gazprom-Media Sales House, Alina Efimova, and market players commented on how advertisers’ attitudes towards TV sponsorship are shifting.
How to Regain Optimism With the Use of Proven Tools and New Solutions
Svetlana Popova, Director of Key Accounts at ORO, talks about the opportunities available for advertisers and the tools that will help them keep their presence of mind.
Following the fundamental changes in the advertising market, such issues as compensating for lost opportunities and finding ways to optimize under the constraints of a limited budget have become more relevant than ever for Russian advertisers. Today, everyone needs to survive, regardless of company size or revenue.
Despite all this, just over a third of the advertisers surveyed have already increased their promotional budgets (according to Media Vision 2023* project, ORO data). Moreover, they plan to increase them next year, which means that optimistic forecasts are returning to the market.
In general, the budgets are expected to grow across many channels by 2024. It is projected that some channels, including E-com, TV sponsorship and bloggers, will experience a significant increase in comparison to the declared targets for the current year. In particular, the majority (83%) of advertisers will be using E-com in 2023, and 63% are already using it. Advertising through bloggers will also grow—with more than half of the companies surveyed willing to use this channel in the future.
If the interest in new opportunities such as marketplaces or DOOH, messengers and OLVs is understandable, the growing popularity of traditional TV formats (sponsorship, direct advertising and advertising on Smart TV) might come as a surprise to many. Almost 70% of advertisers plan to use TV sponsorship for promotion next year, and 65% will use TV and Smart TV for this purpose.
In such turbulent times, the already well-known channels of consumer communication become a guarantee of reliability for advertisers and agencies. Over the past two years, the confidence of market experts in direct advertising on TV, television sponsorship, outdoor and radio advertising has grown significantly.
Their success is greatly facilitated by transparent measurement tools, as most experts speak of the need to evaluate the results of the efforts invested here and now.
The challenges of recent years have boosted marketer‘s confidence: the overwhelming majority (88%) of respondents believe they already have an optimal media mix, and 82% are confident that they had found a balance between brand building and performance marketing. However, advertisers still need support from the platforms, including assistance in using the tools they provide.
An organized system built to evaluate the contribution of investing in communication channels to the ultimate effect on the brand, as well as the short-term objectives currently set by advertisers, can guarantee confidence in the choice of a suitable path and solution.
As a research company on the one hand, and, in a certain sense, as a direct participant of the Russian advertising market on the other hand, we actively monitor the reconstruction of the market and changing attitudes. We are delighted to see that Russian advertisers are not giving up; on the contrary, the market is actively changing, new platforms and opportunities are emerging, and there is growing confidence that the market will overcome the challenges, particularly with the help of tried-and-true means and tools.
This type of research is extremely important to the industry as it reflects the current sentiment and expectations of advertisers. For my part, I can say that as the largest seller of sponsorship inventory in Russia, we are witnessing an increasing demand from advertisers. Sponsorship is effective at all stages of business development: bringing new products to market, scaling small and mid-sized brands, and maintaining the awareness and loyalty for established brands.
We are glad to see the dynamic growth of advertiser interest in TV sponsorship. For us, this is a natural outcome of the great work that the whole market has accomplished. To be more specific, we are currently expanding the range of sponsor-intensive projects, including the development of effectiveness metrics for our clients. Right now, we are focused on ensuring that any campaign we run on television is carried over online.
*This research included 34 online interviews with a recruiter via email invitation. Respondents were representatives of the advertising industry (advertisers, media and advertising agencies, media companies) aged 16 to 65. Field collection period: March 28, 2023—March 31, 2023
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