Challenges and opportunities in Russia’s media industry discussed at the MediaForesight conference

On June 19, the MediaForesight conference hosted by the publishing house Kommersant took place at the Yermolinsky mansion in St. Petersburg.

The event focused on major trends and transformations in the media industry, the impact of digitalization, emerging advertising formats, and the evolving role of traditional channels in the era of technological changes. The session was moderated by Valentin Smolyakov, First Vice President and Executive Director of RACA.

Experts agreed that today’s media industry is experiencing a fast-paced transformation. Advertising budgets are being redistributed, consumer behavior is shifting, and digital platforms are becoming the primary drivers of audience engagement.

A significant part of the discussion centered on the role of television, which remains a key tool for brand-building. Alexey Filia, Director of Strategy and Advertising Product Development Department at GPM Ads, emphasized that TV has not only adapted to the digital environment, but has expanded its boundaries, integrating with online cinemas and mobile applications. This opportunity has introduced new tools for advertisers, including small and medium-sized businesses, which can now take full advantage of TV inventory with its flexible targeting solutions.

Key themes at the conference also included the market shift toward performance marketing and retail media. Participants noted that agencies must rethink their role and become solution integrators as industry continues to evolve.

At the same time, emotional connection with a brand remains critical: consumers are willing to pay more to those they trust. Television remains an effective instrument for building brand loyalty and reaching the “heart” of the target audience.

Retail media is expanding beyond digital into offline environments. Retailers are evolving into technological communication channels, as omnichannel becomes an integral part of every marketing strategy. A data-driven approach boosts efficiency, with real-time analytics allowing to eliminate distortions in decision-making.

Among emerging tools, generative AI already produces content, automates processes, and strengthens creative output. In the face of media inflation, creativity becomes a distinct competitive advantage.

Special attention was also given to challenges facing small and medium-sized businesses. New opportunities are opening up for SMEs. Thanks to aggregators and digital solutions, SMEs can now gain access to effective promotion tools and professional expertise, entering the market on par with major players.

MediaForesight has successfully demonstrated that the Russian media industry is evolving rapidly, consistently introducing new tools for businesses. Television, retail media, digital platforms and artificial intelligence — all these channels are merging into a unified ecosystem where creativity and technology go hand in hand.