July 19, 2023
SPIEF
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On advertising opportunities for foreign and Russian brands: an interview with Alexey Filia at SPIEF 2023
In an interview with AdIndex at the St. Petersburg International Economic Forum 2023, Alexey Filia, Director of Strategy and Advertising Product Development Department at Gazprom-Media Sales House, talked about the structural transformation of Russia’s advertising market and the leading seller’s response to new challenges in the industry.
Alexey Filia attributes the surge in business activity and positive advertising sales results to two factors: domestic brands seeking to occupy vacant niches and major foreign platforms and players exiting the market, creating space for alternative competitive offers.
The expert noted that there is no significant difference in the requests of Russian brands and foreign brands that remain on the Russian market, as the distinction between them does not exist at present.
They all want cheap access to the audience in its entirety, preferably through video advertising, and we’ve been successful in this area. We’ve come up with some great video products and continue to enable each brand to reach its widest target audience. And so, we’re committed to delivering what we’ve always done best.
The speaker also commented on the SPIEF agenda for building partnerships with the BRICS countries and the Pacific region. Alexey believes that Russian sellers could offer new players expertise and recommendations on how to choose a target audience, as well as suggest the shortest path to increase reach and sales.
He notes the activity of Russian companies rushing to establish a presence while the “window of opportunity” for brand promotion and development is still open.
It’s obvious that the situation will eventually stabilize, and all those brands with trillions and billions of dollars in business in our country will find a way to make a comeback. Some have already done so, but 30–40% of the most cautious have yet to return, and their niches can still be filled. Local businesses were very quick to react and find workarounds: many brands are already in place, creatives are finished, and we will see many interesting cases in the nearest future.
In the interview, Alexey Filia spoke about the high demand for Gazprom-Media products on the market and the fact that their inventory is almost sold out until September 2023. The speaker’s key announcement was dedicated to the launch of a new advertising product.
The next tool we’re going to offer to the market and be proud of will allow advertisers to reach an enormous audience within a single 24-hour period. There are tons of challenges that brands must face when it’s important for them to get that massive reach within just one or a few days. Over the summer, we will do all the necessary testing, and will most likely present this product to the market in the fall.
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