November 21, 2023
Radio
TV
Digital
SME
NAF
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Gazprom-Media Sales House participates in the seventh National Advertising Forum
This year’s National Advertising Forum was held under the auspices of the 145th anniversary of Russian advertising. The event brought together representatives of agencies, brands, media, and technology companies. Gazprom-Media Sales House was the titular partner of the Forum, held two panel discussions and integrated eight speakers in 11 Forum sections.
November 15
On the first day of NAF, which was dedicated to digital technologies, Alexey Filia, Director of Strategy and Advertising Product Development Department at Gazprom-Media Sales House, participated in the strategic digital session, as well as the sections on the evolution of the advertising industry and the development of video inventory in the era of performance. The expert pointed out the incredibly high demand for video content and added that premium video content is much more effective than short videos and is more likely to generate purchase intent. Additionally, the representative of the seller claimed that a rush toward lower prices contributes to the proliferation of fraud and leads to a decrease in the quality of advertising views.
Performance agencies and media agencies seem to represent two different establishments at two different locations, which the advertiser visits consecutively. Meeting at least once a week or once a month, or during annual planning, will strengthen and improve the brand’s health. All because in fact, the whole retail industry has long been utilizing TeleFormance, not TV advertising.
Ekaterina Sivoratchenko, Head of Agency Group at Gazprom-Media Sales House, shared her expertise in the development of small and medium-sized businesses in the digital environment. The speakers discussed advertising solutions for small and medium-sized businesses and talked about the opportunities they provide for advertisers. Ekaterina Sivoratchenko highlighted the growing presence of the SME sector on TV and radio, both in federal and regional advertising. She also emphasized that sellers are willing to collaborate with small and medium-sized businesses.
Alexey Krupenin, Director of Digital Advertising Sales Department at Gazprom-Media Sales House, took part in the session of the Association for the Development of Interactive Advertising (ex. IAB Russia) Mobile In-App Ad Committee. The expert provided statistics on the key indicators of the national video hosting service RUTUBE. 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.
The core role of technology in the advertising business was discussed during the “Programmatic: Transformation” session. Ekaterina Makarenkova, CEO of Getintent, talked about the development of ML models and the creation of a new visual editor for dynamic creative content, Creative Studio.
We continue to develop our own technologies that give our advertisers ample opportunities to solve problems at any level of the consumer funnel within a single interface. We are pleased to announce the launch of DCO 2.0 technology and an updated CPA predictor as part of DSP Getintent at this Forum. Now our clients can achieve their performance objectives and get РСС conversions, engage with their loyal audience, and not only expand their reach and obtain high-quality contacts at the initial stage of user acquisition.
November 16
On the second day of the Forum, Yulia Andryushova, Director of Business Communications and Analytics at GPM Radio and Gazprom-Media Sales House expert, acted as a discussion moderator of the session “I’m an artist, I see it that way. The art of monetizing creative ideas on the radio.” She emphasized the importance of special projects in the development of the advertising market. According to the expert’s estimates, their share is 12% and more.
November 17
On the last day of NAF, Gazprom-Media Sales House hosted its own session titled “Sponsorship is the brand’s best friend.” The session moderator, Ekaterina Veselkova, CEO of Gazprom-Media Sales House, discussed new sponsorship mechanics with leading market players and presented key results of the third wave of an industry survey dedicated to evaluating the efficiency of TV sponsorship. The participants in the discussion emphasized the growing interest and trust of advertisers in TV sponsorship. They also analyzed how the objectives of brands have changed in 2023.
The key criteria when choosing a TV channel are still the target audience, price, and creativity. However, the target audience now includes individuals up to 70 years old. The core is formed by viewers aged 31 to 40, but there has been significant growth among those aged 21 to 30 and 40 to 50.
Alexey Filia talked about sponsorship opportunities in the digital environment and noted that digital placement, combined with TV integration in the same show, contributes to a greater impact on brand metrics. The speaker also presented a new end-to-end advertising format developed by Gazprom-Media Sales House.
Ilya Popov, Deputy CEO of Regional Advertising at Gazprom-Media Sales House, shared his opinion on the regional advertising market. The expert commented on the development trends in different Russian regions and named the categories that invest most heavily in advertising. According to the expert, the main growth drivers are e-commerce and Internet services. Cumulatively, these categories account for 36% of regional TV sales.
Not only was the advertising market shaken, but the media market was also affected. The withdrawal of Western content producers had a great impact on that. Those who invested in the production of their own content and increased such investments year-over-year were the least affected. Gazprom-Media Holding is developing its own productions, resulting in leading TV series, comedy, and entertainment shows. According to Mediascope, these genres comprise nearly 50% of TV viewing time.
At the “FUSE MDG: Maximum from sponsorship” session, Svetlana Dorogonova, Head of Sales and Communications for the Friday, Saturday, TV-3, and 2x2 TV Channels at Gazprom-Media Sales House, emphasized the importance of applying innovative formats and utilizing gaming mechanics.
When the advertising landscape has changed, the ambition to make something new and cool becomes even more important. For a special project to be successful, it must have the potential to deliver results not only on TV but also in other environments and help brands achieve their objectives. And most importantly, a special project should lead to a conversion or action: a purchase or participation in a survey, something that the viewer must do “here and now.”
During the “Media mix as an effective split” session, experts of the advertising market discussed how to combine different promotional channels to maximize the synergistic effect of multiple types of media in one mix. Yulia Andryushova shared her perspective on the role of radio.
Radio is an integral part of companies that use a media mix, accounting for about 20%.
At the Forum, Aleksandr Zharov, CEO of Gazprom-Media Holding, spoke at the main strategic session “Role of advertisement in developing the nation’s new economy.” Eduard Maas, Head of D.lab, Aleksandr Gritsenko, Comedy Radio Producer, Vladimir Neryuyev, Director of PR and Special Projects Administration at the AURA communication agency, Viktor Privorotsky, Head of the Production Department of GPM Radio and Program Director of Detskoe Radio, as well as Valentina Amniashvili, Head of the Special Projects Administration, were the speakers at different sections of the Forum.
Gazprom-Media Sales House, Friday, Saturday, TV-3, 2x2, GPM Radio, D.lab, Comedy Radio, Detskoe Radio and Aura are part of Gazprom-Media Holding.
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