Neural networks for cartoons, special projects for the radio, and content for event marketing: Gazprom-Media Holding’s second day at the NAF

Representatives of Gazprom-Media Holding companies participated in the business program of the second day of the National Advertising Forum (NAF 2023). This year, the content and creativity day of the forum is part of the 33rd Red Apple Moscow International Advertising Festival. The Gazprom-Media Sales House is the titular partner of the NAF 2023.

Yulia Andryushova, Director of Business Communications and Analytics at GPM Radio, Gazprom-Media Sales House expert, and co-chair of the RACA Radio Committee, 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 for the advertising market.

Yulia Andryushova

Director of Business Communications and Analytics at GPM Radio, Gazprom-Media Sales House expert, and co-chair of the RACA Radio Committee

When promoting a brand, the main thing is to find an out-of-the-box idea that will become the basis of a special project and integrate it into the specific media format. Special projects on the radio are booming today, with a share of 12% and more depending on the specifics of the radio station.

Eduard Maas, Head of the digital laboratory D.lab, was one of the speakers at the session. He spoke about how the net-based production helps bring creative ideas to life and develop new formats. Among the first AIGC projects is a visualization of a Children’s Radio (Detskoe Radio) audio podcast dedicated to the adventures of Vesnushka and Kipyatosha.

Eduard Maas

Head of D.lab

We created a set of solutions that allowed us to reduce the cost of certain production processes by a factor of three and complete them many times faster. AIGC does more than just optimize media, it transforms it. The radio is no longer a small box with an antenna or a car stereo. This is modern multimedia, not limited by audio content and traditional platforms for its distribution. We decided to push the boundaries of radio even further.

Aleksandr Gritsenko, a Comedy Radio producer, also took part in the session “I’m an artist, I see it that way. The art of monetizing creative ideas on the radio.” He shared the experience of creating digital characters with the forum participants based on a Comedy Radio case. Mascots were used in the Yablopad project for giveaways, increasing audience loyalty, and attracting new listeners. The audience took a liking to the characters, which positively affected engagement figures and the click-through rate of the promotion.

Vladimir Neryuyev, Deputy CEO of the Aura communication agency, spoke during the session titled “Event as a driver of brand development.” He stressed the importance of the symbiosis of technology and original content in event marketing. Vladimir Neryuyev illustrated his point using the exhibition stand of Gazprom-Media Holding, presented at SPIEF 2023, as an example. The combination of a curved LED screen and a colorful wave constantly alternating with video graphics attracted a lot of attention during the event.

The day of content and creativity ended with an official ceremony where the winners of the 33rd Red Apple festival were announced. “Black Friday on Friday!” by the Friday TV channel and FUSE Media Direction Group for Xiaomi won five awards. The project placed 2nd in the Marketing Disciplines category (Best Use Of Sponsorship), and got the 3rd place in the Activation / B2C category (Best Sales Promotion Campaign). The project won the 1st place in the Channels category (Best Use of Screens) and the 2nd place in the Sectors category (Consumer Durables) of the media section. It has also received a special prize from the National Association of Advertising and Communications (NAAC) of Uzbekistan.

Friday TV channel, Gazprom-Media Sales House, D.lab digital laboratory, Comedy Radio and Detskoe Radio (part of GPM Radio), and Aura are part of Gazprom-Media Holding.

Friday!, Gazprom-Media Sales House, the digital laboratory D.lab, Comedy Radio, Destkoe Radio, Aura are part of Gazprom-Media Holding.

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