The New Adworld Order
The annual Dentsu Aegis Network conference, Autumn Sessions 2016, was held on the 14th of October in the center of Moscow, at the Four Seasons hotel.
The event is part of specialized business forums organized by Dentsu Aegis Network since 2008. A total of 13 conferences attracted thousands of advertising and media experts.
This autumn’s session focuses on the latest developments on the Russian TV advertising market – creation of a single TV advertising seller and a new industrial dimensions standard. These news items set the agenda for the event called New Adworld Order. Senior officials of the National Alliance of Advertisers, Gazprom Media, VGTRK and Dentsu Aegis Network focused on market trends and changes.
Dmitry Chernyshenko, General Director of Gazprom Media, gave the opening speech. The head of the country’s leading media holding spoke about the content competition among different media. “Though new content delivery platforms are emerging, the linear television retains a stable audience. Only the profile of consumption varies with age and life stage of viewers. The broadcast TV will remain the biggest segment in the next five years. We realize that we will have to share the viewership, especially young viewers, with the Internet, but we are confident enough. They also watch TV content, especially entertainment. The challenge for us is to learn how to monetize this environment as effectively as the television. In this a successful development of brands and characters helps us, as it is a part of our strategy,” said Mr. Chernyshenko. “Media consumption, the main driver of the advertising markets, will continue to grow.”
The Dentsu Aegis Network conference showed the first presentation of the Nation Alliance of Advertisers for the broad audience. The top managers of the NAA, Sergey Koptev and Alexander Liger, discussed the alliance’s strategy and key tendencies of the market. Mr. Liger spoke on new technologies of the TV market. Then Dmitry Mednikov from VGTRK/Digital Television talked about the television ecosystem and changes in the way people consume media content. The event ended with a speech held by Andrey Chernyshov of Dentsu Aegis Network. He thinks that “the Advertising Season 2017 at Dentsu Aegis Network is a new model of operations, specialization and products.
“The conference of our partners from Dentsu Aegis Network is always dedicated to key questions of the advertisement and media market. Representatives of leading advertisers had been invited to participate in Autumn Sessions 2016. The event brought together the best advertising experts to express their opinion of the market situation and top managers who define that situation. The Dentsu Aegis Network conferences are now solidly a top event in the industry and gather the most important players every year, enabling to exchange experience and successful brand development strategies,” comments the owner of the Maer Group media holding Konstantin Mayor.