June 30, 2023
TV
Share:
Representatives of Gazprom-Media Holding spoke at AdIndex City Conference 2023
The AdIndex City conference was held on June 29 in Moscow. Participants discussed the current state of affairs in the advertising industry, media consumption dynamics, and growth drivers. They also presented analytics and shared forecasts for the future. The Gazprom-Media Sales House was the industry partner of this event.
Mikhail Postevoy, Head of Digital Group at Gazprom-Media Sales House, took part in the session titled “Recipes for Effective Communications.” He talked about the secrets and best practices of launching successful advertising campaigns.
In his opinion, television as an advertising tool has gone beyond conventional broadcasting. Consumers who keep up with the latest technology watch their favorite channels in a comfortable environment, creating new opportunities for advertisers to connect with their audiences. Mikhail Postevoy mentioned streaming services as an example.
The speaker noted that streaming as a product has been around for quite some time, but it has not been given the attention it deserves by advertisers. However, one-third of the Russian population currently consumes web content through streaming services.
This technology makes it possible to reach 11 million unique users per month and guarantees 160 million views.
Ksenia Telitzina, Digital Inventory Sales Manager at TNT/TNT4, and Aleksandr Borzov, Head of Attraction Marketing Department at Samokat, have also contributed to the traditional case session marathon at AdIndex City. The speakers presented a brand advertising campaign as part of the Picnic Battle show hosted by TNT.
The teams combined their efforts to develop a mechanic that allows viewers to choose dishes for the next episodes on the branded landing page. The opportunity to influence the live action and the chance to win prizes for participation have significantly increased audience engagement. While the campaign is still underway, the aggregate TV + digital reach is already 28 million viewers, and the estimated conversion is 5.5%.
Anna Godunova, Marketing Director of TNT and TNT4 and a speaker at the session titled “Who Offers Best Collabs? We Do...”, noted that brand collaboration is an effective way to increase brand awareness.
TNT does not do many offline collaborations, but each one is a large-scale and high-profile event. The most outstanding recent cases include the branding of the cabins on the “The Sun of Moscow” panoramic wheel at the VDNKh park, and a joint campaign with Pobeda Airlines as part of the promotion of a reality show called “Survive in Dubai.”
Gazprom-Media Sales House, TNT, and TNT4 are part of Gazprom-Media Holding.
Do you want to advertise?
Send us a message right now, and our managers will get back to you right away!
What type of advertising are you after?