Advertising guru on media business future

Advertising guru on media business future



and the Russian advertising market is expected to end 2014 worth some modest gains in the main driver of this growth this year has been online promotion and digital marketing earlier I spoke to John Rose founder of rose agency Russia's oldest advertising company about the prospects of the industry current situation of course puts a lot of challenges on the media and advertising business here in Russia and while many of the basic trends echo a lot of what's happening internationally in other words the reduction of print advertising and the increase in digital advertising there are a lot of stark challenges here and of course the current political and economic situation being the primary one and the market has now started to slow down rapidly the increase this year is probably going to be less than 2% over last year and of course there's some good news digital advertising is up about twenty-five percent but basically companies are now wondering what's going on how can we manage this new situation all this new legislation which is connected to media ownership of less than twenty percent or banning of advertising on on pay TV channels there's a lot of uncertainty in the market and that's causing a lot of a lot of anxiety and so most marketers put the brakes on and say let's wait and see what's happening apparently we're going to be waiting at least for another 10 the first quarter the first half year these are the predictions of some people until we started you know get back to accommodating to the new situation but what would you say in the current situation when the companies are cutting on their budgets what would be the best marketing tools to use what are the companies turning to right I think it's actually to be a little bit longer than that we've lived through as you mentioned we've been here a long time so we lived through more than one economic meltdown and it usually takes a couple of years to really work their way out I think next year the media market will be more or less flat if we're lucky and as far as what people are doing I think that this new situation is probably accelerated certain trends that are already taking place in other words the the movement more towards digital marketing public relations social media marketing those tactics I think are becoming much more apparent also there's a basic shift in the way advertisers look at the market now and that's accelerating and that is that instead of being interruptive in their advertising where I a commercial in the middle of a program and I interrupt you while you're watching whatever you're watching so that I can sell you something or I put an ad in a in a magazine now it's becoming more about brand storytelling and trying to integrate your message inside of a story that you may be conveying to the market in your sphere is the crisis also a window of opportunities for many or not really i think that well the current downturn and the ruble could be considered a buying opportunity with some of the international companies that market themselves here media will be cheap next year but i think that in the long run business doesn't like uncertainty you know it's it's not something that people know how to plan or maneuver around things need to to settle down and since most marketing managers haven't been through crises before they really don't know what to do and they don't know how long it's going to take do you think that with within the next couple of years as you say there is a chance that the traditional media will return to its advertising earning um I I think that after next year we may be able to see an upturn again in overall spending but I think it will be a slightly different landscape I don't think that I can see a world in three to five years from now where print exists the way it does now I think that that this is all really a matter of convergence really most media are going to have to make this transition to online and I think at the end of the day you know say five years out it's going to be much more difficult to distinguish between where a television station ends and at lifestyle media begins I think that if you look at what these brand entities are doing online now radio stations are running video content you know magazines online are now running all sorts of other interactive games and media really it's all sort of coming together to a digital platform and I think that's going to change the whole game so I'm not sure that it's ever going to come back the same way but I think that we're going to start to see some acceleration in spending starting sometime into 2016

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