December 08, 2022
TV
Digital
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Daniil Ryazantsev details transformation of TV in blitz interview at NAF’6
Daniil Ryazantsev, Head of Sales at Gazprom-Media Sales House, reveals how the crisis has affected the opportunities of both classical and digital TV.
From a big business perspective, Daniil Ryazantsev identified two main revenue streams that have emerged after influential platforms exited the market:
- Performance (primarily programmatic advertising).
- And television.
The expert emphasized that the term “television” applies not only to classical broadcasting on the air, but also to TV content shared in the digital environment: the websites of TV channels, the RUTUBE video hosting, and various OTT services.
Without YouTube, the market is facing a shortage of video inventory. Advertisers are looking for alternative solutions and opportunities. This is why TV is the most sought-after inventory today. “Television remains one of the most post-effective tools even now,” Daniil Ryazantsev added.
The ideal split in the digital television circuit is the TV+Digital synergy. According to Gazprom-Media Sales House research, the overlap between the respective audiences is insignificant.
When we talk about advertising products, demand must be the starting point. We are seeing that advertisers are showing consistent interest specifically towards video advertising. And it seems that right now all the solutions from various businesses will be aimed at making the most out of this segment.
Daniil believes that many representatives will start creating their own content and partnering up with major video content creators. Market players will strive to enhance the quality of their advertising solutions, including through data enrichment.
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