Multiscreen TV content consumption continues to equatorial guinea telemarketing database grow. 24% of viewers watch TV through alternative means (compared to 19% in 2022). This expands the reach of target audiences through high-quality content while minimizing irrelevant contact.
Most of the TV advertising for 2024 was sold out in the second half of 2023. Demand for inventory in 2025 is also high. The National Advertising Alliance is ready to conclude deals for 2025 with clients who already have them in 2024, but only in very limited quantities.
There is also a growing shift in linear television consumption toward the internet and Smart TV. Already, one-third of all TV viewers prefer alternative methods of viewing television content.
Russian Advertising Market 2024
Online cinemas are becoming a growing source of advertising inventory. The combined audience of video services already exceeds 65 million people: at least one in five households has a subscription.
OOH
Static (printed) media retains a dominant share (over 50%) in the outdoor advertising market. This is despite the high cost associated with printing, installation/dismantling, and logistics. For maximum efficiency, it's important to identify the optimal balance between static and digital media.
Data sources for measuring the effectiveness of outdoor advertising continue to evolve. Currently, the main tools include mobile operator data, WiFi scanners, sociological surveys, traffic measurement tools, cameras, and data from mobile apps and navigation devices.
The number of advertisers in the outdoor advertising segment is steadily growing, and major providers are feeling confident. This is due to renewed interest in this type of advertising among local businesses and a redistribution of players in 2022-2023. Market consolidation is leading to monopolization of terms, minimization, and the absence of discounts. At the same time, OOH technologies continue to evolve in synergy with content volatility and new approaches.
Radio
The channel's value continues to grow, but the rate will slow by the end of 2024: +15% versus +27% compared to 2023. Top holdings are maintaining a balance of large and niche stations to maintain audience interest. Radio is now an excellent medium for call-to-action, quick launches, and low-cost production.
Speaking of new technologies, digital audio is modernizing and developing, enriching the consumer experience and attracting new categories of advertisers. Artificial intelligence and neural networks are actively used for content generation, providing advertisers with a wide range of integration options. Smart speakers and voice assistants are becoming increasingly integrated into our daily lives. Radio listening through smart speakers has grown by 36% over two years.
E-commerce
The growth in online retail turnover is driven by real demand. While offline inflation has accelerated noticeably since the second half of 2022, online retailers are still experiencing slight deflation in the FMCG sector.