Executives of National Media Group (NMG) and the holding company assets took part in the business program of the National Advertising Forum-2019 (NAF). Olga Paskina, CEO of NMG, spoke at the main strategic session of the forum. Moreover, the NAF was participated by Alexey Yanchishin, Deputy CEO for Strategy and Investments, NMG, Dmitry Karmanov, Director for Digital Products, CTC Media, and Anton Savelyev, head of the transmedia projects department, CTC Media.
In her speech, Olga Paskina debunked the fundamental myths of media market, including the reduction of TV audience, the outflow of young people from TV, as well as decrease in the efficiency of TV advertising. According to Paskina, the largest Russian internet companies now serve as one of the key growth drivers for TV advertising, while the TV content audience with allowance for all platforms has increased considerably. The CEO of NMG said that a cornerstone of media holdings' success in the modern digital world is the leadership in all market segments and multiplatformity: if a media company works only in one segment, even a digital one, it is doomed to failure. Today, these are the media that serve as a core of any ecosystem, which holds the audience and allows working with them.
As part of the forum, Alexey Yanchishin, Deputy CEO for Strategy and Investments, NMG, talked about four areas in the holding company investments: content production, its distribution on various platforms, new technologies for distribution of advertising, and international sales. The holding company’s assets currently include eight film studios working in various areas, including animation. According to Yanchishin, NMG's short-term plans provide for the increase of this number.
Anton Savelyev, head of the transmedia projects department, CTC Media, presented a case of the MasterCard brand and talked about creating a cross-media advertising campaign and achieving impressive results on the basis of a successful TV product. And Dmitry Karmanov, Director for Digital Products, CTC Media, discussed the current situation in the Advanced TV market in Russia and its prospects as part of the session "MIXX: ADVANCED TV".