The Hitchhiker’s Guide to the Advertising Galaxy with speakers of GPM Ads

Experts of GPM Ads (the sales house of Gazprom-Media Holding) spoke at the “space”-themed AdIndex City Conference.

On June 26, an “intergalactic gathering” of brands and advertising industry professionals took place during the AdIndex City Conference 2024. Market players highlighted changes across various segments and discussed which tools have already become a reality in the advertising universe and which still remain in the realm of science fiction.

Alexey Filia, Director of Strategy and Advertising Product Development Department at GPM Ads, participated in the “Traffic 2024: Accelerate Me if You Can” panel. The main topic of the panel was the discussion of problem areas related to combating fraud in the industry.

The expert stated that 50% of global internet traffic consists of bots. Two-thirds of them act against the interests of the industry, negatively impacting trust in the advertising market. This issue is also relevant for Russia. The speaker recommended working with trusted inventory suppliers and praised the purity of organic traffic, particularly in online broadcasting of TV channels, which is the largest legal video inventory.

In this context, Alexey Filia also emphasized the role of advertising and the importance of maintaining trust for advertisers.

Alexey Filia

Director of Strategy and Advertising Product Development Department, GPM Ads

I believe that advertising has two important functions: creating demand and maintaining sales levels. Our mission as the advertising industry is to support business effectively.

Additionally, Alexey Filia identified key trends when asked about the future of the market.

Alexey Filia

Director of Strategy and Advertising Product Development Department, GPM Ads

The first trend is the local shortage of quality inventory, which is where leads come from. TV inventory is sold out until the end of next year, give or take. Radio inventory is in a similar situation, and quality platforms are also well utilized. The second trend is consolidation. Big players are interested in acquiring smaller players that are developing new technologies and products. Advertisers are also tired of working with a large number of platforms. They cannot fully trust them, and so they prefer to choose multiple partners or sellers.

Ksenia Grek, Sales Development Team Manager at GPM Ads, Denis Shekhovets, Consumer Goods Licensing Manager at GPM Ads, and Vyacheslav Alexandrov, Brand Director at Etazhi, presented a joint project in “Case Library ‘220-22’ Part II”.

From their presentation, the audience learned about a large-scale campaign using sponsorship advertising on TNT and consumer licensing. The speakers explained how the GPM Ads team developed the concept and the image component of the project, conducted filming sessions featuring celebrities from a TV series, and analyzed its effectiveness.

As a result, a 360° licensing promo based on TNT’s sitcom “SashaTanya” allowed the Etazhi brand to improve its top-of-mind awareness by 2.2% and increase transactions by nearly 20%¹.

GPM Ads and the TNT TV channel are part of Gazprom-Media Holding.

¹Data based on internal research by Etazhi, March 2024 vs May 2024.