The Problematics of Digital Driver Classification and Measurement Standards in the Russian Advertising Market

Abstract

Purpose. The purpose of this study is to analyse one of the most rapidly growing segments of the media industry – the digital market and the drivers of its growth – as well as to identify the best ways of managing it. The authors use the example of Russia: a country with a dynamically growing advertising market.

Design/methodology/approach. Analysis of the relevant content-based Internet advertising classifications constitutes the methodological importance of this work. The study includes a survey conducted by the authors.

Findings. The authors identify how the recent transformations intensify the development of Internet communications by spanning all the traditional segments of the communications industry: television, radio, print press and outdoor communications. The study includes an analysis of relations among the key market players (advertisers, media companies, communication agencies and research companies), accompanying these changes as evidence of their transforming impact.

Practical implications. The absence of clear control systems in Internet communications might lead to the loss of interest in Internet advertising among key advertisers. Only coordinated actions of all the interested market participants will allow for achieving transparency of new communication formats. Thus, consensus becomes an important task for modern Russian communications management.

Originality/value. This study is important in terms of the transforming impact of digital drivers under the influence of social and economic factors. Efficient digital communication requires complex managerial action.