4 largest Russian media holdings will sell advertising together. And the Mail.Ru Group will experiment with advertising in social networks and on television.
As the “Vedomosti” informs, in the near future Russia will get a single TV advertising seller, set up by the country’s largest media holdings like “Gazprom-Media”, “NMG”, “Channel One” and VGTRK. Only the CTC Media stands aside.
The Mediasat previously informed about the plans of the largest media holdings to create the largest TV advertising seller in Russia, resulting in the significant fall of stocks of the CTC Media. The edition also reported that the sales house of the “Gazprom-Media” discarded direct TV advertising sales by passing this activity to the Vi Company. In January 2015, it became known that the largest Russian holdings postponed the establishment of a joint company for an indefinite period.
The company to be set up in the near future will assume control over the major share of TV advertising in Russia, i.e 90%.
The holdings-founders will own a 25% each, and the company’s management is not intended to hold stocks. The Vi will not be absorbed by the “Gazprom-Media”, as they are to be merged. For the time being, it is unknown who will head the newly formed single TV advertising seller. The “Vedomosti”’s informants suggest that it would be Hovhannes Sobolev, one of the Vi’s co-founders.
Another media company Mail.Ru Group announced in its press release the start of cooperation with the TNS Russia.
Based on monitoring data, the Mail.Ru Group is planning to place simultaneous advertising views on TV channels and in the news feed of “VKontakte” and “Odnoklassniki”. The project will be first launched in March or April.
Such a move of the company is due to the fact that while watching TV channels, many TV viewers are simultaneously checking the news in social networks on various other devices. Thus, the audience’s attention will be drawn to the advertising of the same brand both in “Odnoklassniki” or “VKontakte”, and on the Russian federal TV channels like TNT, Channel One, NTV, Russia 24, Russia 1 and CTC.
Information about clips’ going on the air will come from the stations that conduct monitoring in 29 regions of the Russian Federation.
