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俄罗斯成为发展速度最快的广告市场
http://www.sina.com.cn 2005/05/24 18:50  国际在线

  When advertising executives talk about the most promising global growth markets, the conversation usually starts with China or India and only later meanders around to Russia.

  But moves by Rupert Murdoch, head of the News Corp. conglomerate, and Martin Sorrell, chief executive of the marketing company WPP Group, to place big bets on Russia made it a conversation starter. By some measures, Russia is, in fact, the world's fastest-growing advertising market.

  Last month, WPP announced a link with Video International, one of the biggest advertising agencies in Russia, under which WPP businesses in that country will operate as joint ventures with Video. News Corp., meanwhile, has disclosed plans for a big expansion of its already sizable presence in the booming Russian billboard market.

  Both companies are seeking to tap into a bigger share of the roughly $5 billion that Zenith Optimedia, a media buying firm owned by Publicis Groupe, expects advertisers to spend in Russia this year. That represents a 32 percent increase from last year.

  But, as the shifting fortunes of Mikhail Khodorkovsky - the jailed founder of Yukos who is awaiting a verdict in his fraud and tax evasion trial - demonstrate, doing business in Russia can still be a roller-coaster ride, making some foreign investors wary about expanding their presence.

  "It's not an easy market to operate in," Sorrell said in a recent interview. "You need a lot of local knowledge."

  Unlike many subsidiaries of foreign advertising companies that opened up in Russia, Video International was founded locally, with support from Mikhail Lesin, a former press minister who now serves as an adviser to President Vladimir Putin.

  But competing agencies have also managed to grow rapidly. The Moscow office of Leo Burnett, part of Publicis Groupe, has expanded to about 120 people from about 10 when it opened for business a decade ago.

  Much else has changed in that time, noted Vladimir Novoselskiy, managing director of Leo Burnett in Russia. Last year, 61,000 brands were advertised in a country that 10 years ago had barely any. There is now more billboard advertising in Moscow alone than in all of Britain, he says.

  "Unfortunately, we call this the jungle," he said. "You have to be really creative to stand out."

  Indeed, Russian consumers have grown increasingly savvy and appreciate advertising that is as sophisticated, witty and subtle as the best work in the West, he said. Meanwhile, the Duma - the lower house of Parliament - has placed new restrictions on things like alcohol ads, allowing them on television only between 10 p.m. and 7 a.m., for instance.

  Behind the seemingly rosy numbers on ad spending, some constraints also become evident. More than two-thirds of the recent increases in spending, Novoselskiy said, was caused by "media inflation" - that is, a rise in the cost of time on television or space in newspapers, rather than growth in advertising volume.

  Television, in particular, suffers from this problem because of a limited number of channels with nationwide reach. Demand for billboards is also outstripping supply, he said.

  While that is good news for media owners, Novoselskiy also sees an upside for advertising agencies.

  "As the cost of media grows, the quality of what you put on the air is growing more important," he said. "There is a strong need for a better creative product."

俄罗斯成为发展速度最快的广告市场

  当广告业界的决策者们在讨论最被看好的全球市场时,他们把俄罗斯视为全球范围内增长速度最快的广告市场。

  据《国际先驱论坛报》5月23日报道,上个月,广告传媒公司WPP Group宣布与视频国际公司(Video International)达成协议,后者为俄罗斯最大的广告代理商之一。协议中WPP公司在俄罗斯境内的业务部门将与视频国际公司结成合资公司。与此同时,以世界著名的传媒巨头默多克为首的新闻集团也表示计划加快俄罗斯市场的开发力度。实际上,迄今新闻集团在俄罗斯境内的势力已经十分可观。两家公司都对俄罗斯广告市场表现出了浓厚的兴趣,希望进一步扩大市场占有率。据法国阳狮集团(Publicis Group)旗下的实力传媒预测,今年俄罗斯境内的广告开支将会达到50亿美元。自去年以来,上涨幅度达到了32%。

  来自海外的代理机构一直在努力发展壮大。法国阳狮集团旗下Leo Burnett公司俄罗斯总部的员工数量已经从十几年之前的10人扩展到现在的120人。同时,俄罗斯国内的广告市场也在发生着剧烈的变化。据Leo Burnett公司运营经理弗拉基米尔·诺沃谢利斯基透露,去年俄罗斯国内使用广告宣传的产品品牌数量达到了6.1万家,而这个数字在10年前还几乎为零。并且他进一步指出,如今莫斯科的路牌广告数量甚至已经超过了整个英国。

  在西方市场上,广告已经变得越来越复杂,越来越精巧和细致,而俄罗斯的广告也正在逐渐向国际化靠拢,国内消费者对于广告的喜好和品味也在提高。不过俄罗斯杜马却对广告作出了诸多限制,例如酒精饮料广告的播放时段有着严格的要求,为每天早上7点到晚上10点。

  在看似大幅增长的俄罗斯广告开支之下,一些桎梏也显得十分明显。诺沃谢利斯基表示,最近广告开支总增长中三分之二要来自于“媒体通货膨胀”。电视广告时间和报纸广告空间购买价格的上升最终导致了俄罗斯广告开支的飙升,而不是广告市场的整体发展。首先,电视媒体显得尤为突出。俄罗斯国内对于电视频道数量的限制最终造成了所谓的“媒体通货膨胀”。同时,市场对于广告牌的需求量已经明显超过了如今的供给数量。诺沃谢利斯基还指出了未来广告代理商发展的一个有利元素。“媒体价格攀升,因此内容的质量也就显得愈发重要。而对于产品创新也就提出了更高的要求。”(文/李远)


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