No Match Found
Key trends in the Global and Russian markets
We are pleased to present the latest edition of Media Outlook 2018 (Russian industry version). In this report, you will find the key trends in the Russian and global advertising and entertainment markets, as well as interviews with leading Russian experts. You will also learn more about creative intelligence, the transformation of telecoms companies into entertainment operators, the triumph of big data and why eSports are becoming increasingly popular among viewers, gamers and businesses. Welcome to the new world of media and the new reality of the Russian market!
The worldwide explosion in mobile access is seeing mobile devices become the primary means of accessing content and services for consumers across virtually all markets. That’s why smartphones and tablets have become not only a convenient way to access information, but one of the most important channels for brands to reach potential customers. We expect that 2018 will be the first year when global revenue from mobile Internet advertising will surpass its traditional equivalent.
Today’s consumers are rejecting one-size-fits-all content experiences. Big data analytics tools are used to analyse customer behaviour and are becoming increasingly important for developing market insights, customising product offerings and remaining ahead of competitors. AI technologies for analysing and personalising products and services are increasingly in demand. Services are adapting to these technologies and to customer behaviour. For example, in August 2018, Netflix removed all customer-submitted reviews of content (they were not frequently used and could not be accounted for effectively in calculation algorithms), instead using ratings only to provide recommendations.
Social media and technology platforms are outpacing traditional content creators in capturing both the attention of consumers and, thanks to consumer insights, a rising share of their spending. That’s why content creators are forced to compete and build partnerships with existing platforms, and to connect end customers through their own distribution channels. For example, Time Warner is joining forces with telecoms giant AT&T (an M&A deal worth USD 85bn was recently approved by the US Department of Justice) while the Walt Disney Company, a major entertainment company, went through restructuring this year and opened a new direct-to-consumer unit that will include a video-on-demand service.