Ukrainian Advertising
Every week, Admixer monitors the most important publications and news of the Internet Reclama market and selects the most interesting points. This time, we publish excerpts from Anton Kotivov's interview, the new CEO GroupM, in the Commersanta Ukraine.
Market situation
The Ukrainian market, in terms of talent, is no substitute for the Russian market. But by the fact that much more money is being revolved in Russian, there is a higher level of technology and efficiency in the decisions. The Ukrainian market is more traditional, and it has lagged behind Russian technology for several years. In addition, in Russia, there is a higher level of business orientation, business impact, business impact, business and business. Promotions and media♪ This is probably due to the fact that the market has evolved rapidly and spontaneously for some time and that money has not been a compulsory practice.
In most of the internet campaigns conducted in 2012-2013, there was no proper production of KPIs media, tools were not collected correctly, tools were not fully used to measure and analyse performance. As a result, expectations and projections were not met. For example, many advertisers expected the direct impact of advertising in social networks on sales, forgetting that social media were primarily a tool for managing brand reputation and, through a very complex mechanism, affected long-term sales.
The same situation we see on other Internet channels. This points to market immaturity, the need to harmonize definations and dictionaries, standardize measurements, develop single currencies for planning, procurement and efficiency analysis.
The advertising budgets will not grow at the same pace as in the previous two to three years and as they are growing in other countries. Growth won't be uniform across the Internet.