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EuraMedia to Focus on Content Sales Between Russia and US Across New Mediums
|10 мая 2012|
In addition to providing a forum dedicated to media sales over new digital mediums during its exclusive Summit, EuraMedia will provide an expo with 150 booths that will be attended by media buyers, sellers, and specialists from related professions as well as institutional and private investors.Russia is poised, according to Price Waterhouse Coopers, to be the third largest market in the world as concerns consumption of internationally produced content and advertising by 2015. In the last three years, nearly all large entertainment conglomerates including Viacom, Disney, and FOX have rushed to launch ground operations in the country in order to create a more forceful sales presence, oversee local marketing and promotions, and, in the cases of SONY, Universal, and others even produce. More recently, the concept of selling content for social media, cellular, streaming media, HP, IP, and 3D TV has also become significant, with country has taken of immense importance, with the successful proliferation of streaming media sites like Tvigle.ru, developed by STS Media, and Ivy.ru, which announced last week that it has come to purchase agreements with Fox, Disney, Warner Brothers, Paramount Pictures, and Universal. Yet another trend concerns sales of media from Russia to the US and the proliferation of the concept of the Russia-conceived international publishing house, like Zhivi Media, owned by Mikhail Prokhorov, proprietor of the Snob brand, conceived by Moscow's brightest young writers, including Summit speaker Masha Gessen, which is now being distributed, offline, in the US. Highly successful and unique online Russian content provides, such as Lookatme.ru, are also seeking to feel out the possibility of branching across continents.
"Whenever I come across top media and social media executives as of late," said Director of IDEA MEDIA, the coordinator of the Summit, Matthew Goldstein, "They speak of Russia with an almost forced familiarity. For US conglomerate that want to stay in business, it has become necessary to know who is who in Moscow and an obligation to coax the stars of their projects to promote them in Russia. We are providing a means for all media companies, large and small, to interact and do business so as to satisfy Russian consumption with the largest choice and quality of content available and promote unique Russian brands seeking distributors and investors in the West."
As media broadcast and advertising are markets that are in many ways interdependent, the Summit will be hosting many ad and marketing execs and the creators of new age advertising technologies.
Among the new age advertising technologies on display are TimeSurf, 80/20 Brands, and EpiSphere Giving, all from newly launched Russian-American joint venture company EpiSphere, founded by Ani Nalbandian, from social search engine marketing giant iCrossing and banker Vsevolod Gavrilev. The technologies offer the possibility for consumers to demand the type and timing of their advertising via on-line time auctions directly between brands and consumers, reducing the power of the Web site or broadcaster, unless it decides to play along. Russia's O2 television, also speaking at the Summit, which is successfully trading in many major markets across the world, is currently implementing such technologies with the aim of providing its viewers with complete control when, how, and what type of ads they will watch. EpiSphere also offers an added value technology that extracts sums from monies saved via reduced expenditures on the brand side and lets the consumer target them to charities of choice. Other speakers on new advertising are Mark Slater, CEO of Getable, a VRM (Vendor Relationship Management) platform, which focuses on pull versus push marketing, encouraging businesses to reach out to consumers according to their profiles and preferences, and Paul Shaut, Chairman of Omnilink, which is launching a proprietary transaction capturing technology that integrates seamlessly with on and off-line points of sale in order to provide added value consumer data and the ability to execute extremely targeted loyalty campaigns. Such VRMs and transaction capturing tools are being used in both retail and media.