November 16, 2023
TV
Digital
NAF
SME
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Digital trends, growing demand for TV advertising, and new technologies: what Gazprom-Media Holding speakers discussed on the first day of the NAF
Representatives of Gazprom-Media Holding companies participated in the business program of the first day of the National Advertising Forum (NAF 2023). This year’s National Advertising Forum is being held on November 15–17 under the auspices of the 145th anniversary of Russian advertising. The Gazprom-Media Sales House is the titular partner of the event.
Alexey Filia, Director of Strategy and Advertising Product Development Department at Gazprom-Media Sales House, spoke at the strategic digital session “Interactive Advertising: Ecosystems, Tools and Trends.” He also took part in sessions devoted to the development of the digital video advertising market and the trends in advertisers’ demand for various marketing tools.
We are seeing year-over-year growth in demand for TV advertising from the major e-commerce players. In 2017–2022, the aggregate budgets of online stores for TV increased several times, and this trend continues in 2023. If these investments were not returned as leads and other metrics common to the industry, this would likely not happen.
Ekaterina Makarenkova, CEO of Getintent (part of the Gazprom-Media Sales House ecosystem), spoke during the “Programmatic: Transformation” session, where participants talked about the latest changes in the field of digital advertising procurement and sales, as well as the development of domestic solutions in this area.
Alexey Krupenin, Director of Digital Advertising Sales Department at Gazprom-Media Sales House, took part in a session on the development of digital channels and advertising in mobile apps.
According to Mediascope data for 2022, 90% of all digital media are consumed on mobile devices. Then, the number of installations of the RUTUBE mobile app increased by 30%. In 2023, Mediascope estimates that users began to spend an average of 44 minutes on the platform.
In addition, on the first day of the NAF business program, Ekaterina Sivoratchenko, Head of Agency Group at Gazprom-Media Sales House, participated in a discussion on opportunities and obstacles for the development of small and medium-sized businesses in the digital environment. The speakers talked about support measures, educational projects, and advertising tools for SMEs.
Gazprom-Media Sales House and RUTUBE are part of Gazprom-Media Holding.
Gazprom-Media Sales House and RUTUBE are part of Gazprom-Media Holding.
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