Post by account_disabled on Feb 20, 2024 0:02:27 GMT -5
Can you give a general assessment of what is happening in the digital advertising market today? We gave a forecast for VRK. Our expectations for 2023 were presented on the hypothesis that the war would end in the first half of the following year. This year the market is falling, but next year there will be growth. What numbers do we see? What do we expect this year? -30% banner advertising and announcements in social networks; -50% digital video; -30% search. However, it is possible that the search in the hryvnia may be better than we forecast; -75% influence marketing. This is the most sensitive category; -50% lost SMM; -50% other digital, including strategy, creative and production. Interview with Anastasia Baydachenko, CEO of IAB Ukraine In general, the market lost 36% compared to last year. We expect a gradual recovery and growth of 23% for the next one.
This is my understanding of the situation if the war ends during at least the first half of the year. We have an optimistic outlook because the industry is quite elastic. Using the example of the COVID-19 pandemic, we saw how quickly categories were restored. Has the war changed the way business France Phone Number views or approaches advertising? Two important thoughts that dominate the market. The first is when there is a war, we don't care about advertising. This was especially noticeable on television in the first days of the war during the marathon of single news. There really wasn't any advertising and advertisers don't want to be associated with bad news content like that. Unless they are a sedative. At the end of March, small and medium-sized businesses returned to Facebook. According to my observations, these were things from the category of basic necessities (sports clothes, medical drugs).
The second thought - what message should advertising campaigns come out with when there is a war in the country? Google and Kantar research on creatives and audience attitudes towards them helped here. About 80% of people answered that advertising is necessary. Firstly, it simplifies the selection process, and secondly, it helps businesses to say which of them are socially responsible. When choosing, it is important for buyers to know that they are not just buying a product for themselves, but in this way they are helping the Armed Forces or humanitarian needs, etc. Advertising should be there, but advertisers need to be careful about content. For example, there was a lot of criticism of the phrase "Black Friday" this year, because Ukraine is constantly in blackouts and it is no longer funny. The war should teach us that this is an unusual year, creatives and messages should be adapted, taking into account the realities.
This is my understanding of the situation if the war ends during at least the first half of the year. We have an optimistic outlook because the industry is quite elastic. Using the example of the COVID-19 pandemic, we saw how quickly categories were restored. Has the war changed the way business France Phone Number views or approaches advertising? Two important thoughts that dominate the market. The first is when there is a war, we don't care about advertising. This was especially noticeable on television in the first days of the war during the marathon of single news. There really wasn't any advertising and advertisers don't want to be associated with bad news content like that. Unless they are a sedative. At the end of March, small and medium-sized businesses returned to Facebook. According to my observations, these were things from the category of basic necessities (sports clothes, medical drugs).
The second thought - what message should advertising campaigns come out with when there is a war in the country? Google and Kantar research on creatives and audience attitudes towards them helped here. About 80% of people answered that advertising is necessary. Firstly, it simplifies the selection process, and secondly, it helps businesses to say which of them are socially responsible. When choosing, it is important for buyers to know that they are not just buying a product for themselves, but in this way they are helping the Armed Forces or humanitarian needs, etc. Advertising should be there, but advertisers need to be careful about content. For example, there was a lot of criticism of the phrase "Black Friday" this year, because Ukraine is constantly in blackouts and it is no longer funny. The war should teach us that this is an unusual year, creatives and messages should be adapted, taking into account the realities.