December 06, 2023
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Alina Efimova participates in the Mediarkania conference
On December 6, advertising market experts gathered to review the main takeaways of 2024 and discussed the future of the media industry in Russia at the winter event of Group4Media.
Alina Efimova, Deputy CEO of Sales and Business Development at Gazprom-Media Sales House, joined the panel discussion “The Community of Mediarkania: Competition? Cooperation? Corporation?”
During the discussion, the speakers commented on media measurement and market transparency issues, assessed the contributions of leading players to industry growth, discussed the challenges brands face today, and emphasized the importance of partnerships and consolidated solutions.
According to Alina Efimova, the trajectory of Russian businesses has changed, especially for small and medium-sized enterprises. Emerging and smaller brands typically begin by launching on marketplaces and leveraging performance and digital advertising. However, as their products mature, they reach the level of broad-reach advertising, where TV and radio tools help grow the brand and scale the business.
Through creativity, building the right media mix, and creating a quality product, clients can achieve business growth on their end. In this process, we are merely a tool, a sort of showcase for advertisers. Collaborations and partnerships are an opportunity to provide the market with an effective product for brand promotion. The primary sales channel is secondary in this equation.
As an example of synergy between advertising opportunities in one product, Alina Efimova mentioned Masthead developed by Gazprom-Media Sales House. This is a new end-to-end format that combines inventory from the TV channels, radio stations, and digital platforms of Gazprom-Media Holding and its partner platforms.
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