Interview with Alexey Krupenin: The Market Wants to See SMBs

As part of Digital Avant-Garde, Group4Media’s summer conference, Alexey Krupenin, Director of Key Accounts and Chain Agencies at Gazprom-Media Sales House, spoke on the changes the advertiser profile is undergoing and on the developing cooperation with SMBs in the context of the new reality of the Russian market.

In his interview for AdIndex, Alexey Krupenin shared his views on the advertising market trends and described what digital advertising solutions are in demand by brands today. The expert pointed out the positive dynamics in the advertising market and said that all digital products in the Gazprom-Media Sales House (part of Gazprom-Media Holding) ecosystem showed growth.

According to Alexey, the advertiser profile has changed with the emergence of new Russian companies and the arrival of brands from India, Turkey, Iran and other countries. However, the teams of specialists who had previously worked with Western companies remained. Strong partnership relations with them and top-quality service for brands play the most significant role in the market.

Alexey Krupenin emphasized the readiness of the platforms to cooperate with SMBs, but noted that not all sellers currently have sufficient resources and capabilities to efficiently address the needs of small and medium-sized businesses.

Alexey Krupenin

Director of Key Accounts and Chain Agencies of Gazprom-Media Sales House

Working with SMBs means dealing with modest purchase sizes, and it’s worth noting that their numbers are substantial. You need a sizable team and the capacity to manage the transaction volume effectively. This is a hard and challenging task. It requires automation, many people, development efforts and more. Not everyone can afford it. We have long possessed special tools for working with SMBs. In addition to team automation, our products are very well suited to the segment. From an SMB’s viewpoint, the client’s basic desire is to get an immediate result, which means clear conversions and narrowly targeted advertising campaigns in terms of geography or specifically selected groups of people. Our tools can help achieve the results quickly and efficiently. In particular, this is Native Rent, our article rental marketplace, which is a great solution for SMB clients. Medium-to-large businesses want to draw up longer-term plans, like brand awareness. Our RUTUBE, bloggers and influencers can work well here.

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