Leaders of the interactive advertising market identified new goals of industrial development
In the annual report meeting of the IAB Russia Association, the results of the work have been summed up and a «roadmap» for the development of the industry in 2018-2020 has been developed. Providing a balance of interests of all market players, focusing on its problems and needs, building effective and long-term communication with global and local players - such a vector of development was outlined by the IAB Russia President Boris Omelnitsky.
The annual report meeting of the non-profit partnership of development of interactive advertising IAB Russia took place on November 22, united representatives of the leading participants of the interactive advertising market in Russia. The experts noted the positive dynamics of the market and the increased intensity of the work of the IAB Russia profile committees. The favorable factors of the interactive advertising industry are evidenced by the results of the recently held Second National Advertising Forum 2017 and the Fifth Annual MIXX Russia Conference, which brought together opinion leaders, experts and representatives of the digital community. In the third quarter of 2017, Internet advertising took the first place in terms of the amount of allocated budgets among other media.
Over the past year, IAB Russia has held 36 events and seminars in the framework of internal activities. As an information partner, the association took part in the work of 40 major industrial events.
In 2018-2020 on the site of IAB Russia, the work on the development of the interactive advertising market will focus on the following areas:
- preparation of surveys / ecosystems / assessments of market segments and promotional tools (from major projects: Quarterly market volume research (in conjunction with ACAR), Annual IAB Russia Digital Advertisers Barometer survey);
- conducting problem-oriented seminars on general and specialized topics.
- holding events for the press - press conferences and briefings;
- launching of new working groups on actual and promising areas of digital communications;
- Implementation of new research projects: Medium-term forecast of the Russian Internet advertising market, Evaluation of the mobile advertising market, Creation of a knowledge base within IAB Russia using the example of IAB UK.
The key goal of the Association's work is the growth of the interactive advertising market in Russia.
The internal structure of the Association has been updated. In addition to the committees developing individual segments of the market, industrial committees have been set up that will work to develop the market infrastructure as a whole: Research Committee (Alexey Belyaev, Personal Membership), Education Committee(Fedor Virin, Personal Membership and Sergey Belyaev, MediaNation), Programmatic Media Buying Committee (Alexander Papkov, Media Direction Programmatic and Alexey Archinov, Google Russia),Tender Committee (Maria Chernitskaia, iConGroup), Better Ads Committee (Boris Omelnitskiy, Personal Membership), Big Data Committee (Dmitriy Egorov, Weborama and Alexander Logachev Rambler & Co).
The chairmen of the industrial committees acquired the status of vice-presidents of IAB Russia.
Boris Omelnitsky, Director of Development of the ADFOX service, Yandex will continue to work as the IAB Russia president in 2018-2020.
The Industrial Committees are called upon to combine the expertise of industry committees on similar segments of activity and launch cross-industry initiatives that are important for the industry. An important task will be the formation of knowledge banks in the specialized areas.
Heads of Department Committees for 2018 are:
Audio Advertising Committee - Mikhail Ilichev, Unisound
e-Commerce Advertising Committee - Alexey Romanenkov, CityAds
Influence Marketing Committee - Evgenii Safonov, Happy Monday Family
Media Advertising Committee - Natalia Samoilova, Personal Membership
Mobile Advertising Committee - Andrei Chernyshev, Dentsu Aegis Aegis Nerwork Russia
On-line Branding Committee - Liubov Pshenichnikova, Weborama
Video Advertising Committee - Nikolai Kiselev, IMHO
Perfomance Marketing Committee - Nadezhda Shilova, AdLabs and Aleksei Fedin, iConText
Creative technologies and production Committee - Aleksei Pavlov,Adluxe
Native Advertising Committee - Kirill Balakhtin, Buzzoola and Ksenia Sklyarova, MediaСom
Denis Romanovsky, Roden Media, was elected to the Audit Commission.
Valentin Smolyakov was reelected as the General Director of the Association for the period 2018-2020.