Olga Paskina, CEO of National Media Group, opened an annual conference of the Everest sales house. Ms. Paskina talked about the advertising market trends and estimated the efficiency of advertising on media platforms. According to the CEO of the largest private media holding, the video content market dominates over other formats, and the demand for professional content on the web becomes higher and higher. At year-end 2018, the overall size of the video advertising market, including TV and AVOD, was RUB 201 billion, which surpasses the internet advertising market without AVOD.
"The world has become a multiplatform one. For us, as a media player, the video content market is uniform. Alongside with TV, internet is becoming one more channel for distribution of our content," said Olga Paskina, CEO of NMG. "Today, everyone can make content, its quality is very different, and the number of fake news is increasing. In this context, we see that the demand for professional content and high-quality journalism is increasing rapidly. Users now want to have trust in advertising, content, platforms, and this trend will only grow."
According to Paskina, the future lies in the competition between ecosystems. The competitive environment in the Russian market is changing rapidly — large companies move beyond conventional industries and create new ecosystems expanding their presence in all segments of economy.
Moreover, the conference included a discussion between Olga Paskina and Artem Yamanov, Senior Vice President for Business Development in Tinkoff. The top managers discussed the ecosystem trend and increase of the bank's investments in TV advertising, which — together with effective management — resulted in the increase of the bank's net profit more than twofold over the last 2-3 years.
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