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DIGITAL TRANSFORMATIONS ON THE ADVERTISING MARKET IN RUSSIA

N. Trubnikova

Abstract

The article explores one of rapidly growing segments of the global as well as Russian economies - the advertising industry and its digital changes which lead to a transformation in its structure. The article deals with the system-forming character of digital drivers which change the media-landscape and the modern condition of communications on the media-advertising market. On the one hand, digital transformations introduce significant shifts to the development of the market of the Internet communications segment as a part of the advertising industry. On the other hand, digital drivers generate competitive environment for the offline media. In order to compete with the Internet, traditional players have to introduce new technologies that would be transparent and alluring for advertisers. Employed in the articles are materials based of the experience of Russia - a country with a dynamically growing advertising market. The research demonstrates that the communications industry in Russia and its digital market have been revived after the crisis caused by the economic instability, as well as the difficulties brought on by the economic sanctions. This has manifested in the rapid and stable growth of client activity and an increase in the general market volume. The collaboration between the advertisers and the communications agencies require new management approaches. In the modern conditions, new technologies can be used in favor of the advertisers as well as against them, concealing the true paid advertising coverage and discrediting digital communications. That is why, the advertising management should conduct the policy of openness towards the clients and improve evaluation instruments which will allow to control target application of the clients' budgets and their real spending. The absence of control systems on the part of communications structures on the macro-level of professional associations in online communications as well as corporate level may lead to the loss of interest in Internet advertising on the part of the key advertisers. That is why the main task of todayВ’s advertising management is achieving transparency and efficiency of digital communications.

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DOI resolver: doi.org/10.5593/sgemsocial2018/4.1/S16.019

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