We invite you to visit a practical conference entitled “Storytelling and Branded Content: Topical Global Trends in Advertising and Ukrainian Reality”, which will take place on September 20 at 4 PM under the aegis of KIEV MEDIA WEEK 2016 international forum in Hyatt Regency Kiev.
According to expert evaluations, the branded content segment is the fastest-growing in the Ukrainian media market. In 2016, its growth has amounted to about 80%, which is almost three times faster than media market growth in total. Besides, the growth of this segment is noted not just for those goods categories with legislative limits for direct advertising (e.g., alcohol). Today the promoters of other categories are also getting interested, having noted the efficiency of this communication means.
The main goal of the event is to show how to make advertising an integral part of the content the consumer is interested in and thus to increase its efficiency manifold.
Conference speakers include only experienced market practitioners aiming to develop the industry and harmonizing it with the global standards. They will share the glimpses of the forthcoming event:
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Andrey Partyka, StarLight Sales general manager:
“Due to the ban on Russian content in Ukrainian broadcasting, the proportions on the placement market have changed greatly. The production of video content is actively growing in Ukraine. Production companies have started to interact with advertisers in a friendlier way. Many Ukrainian brands are only beginning to look closer at these opportunities. But some very successful cases are already there. In my opinion, various brand presentations in films and series are the following stage for Ukrainian placement market development.”
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Denis Storozhuk, Zenith Ukraine communications agency managing director:
“The latest research on marketing efficiency confirms that emotional links with the consumer are more important than simple satisfaction of his/her needs. The advertisers have set out on an active stage in their search for marketing instruments allowing to build and manage emotional connection with their audience. My presentation will examine how it can be achieved using integrated brand content solutions on real examples.”
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Oksana Stekhina, Dentsu Aegis Network Ukraine director for development:
“Product placement and other advertising integrations differing from direct placement often scare the advertisers away due to complexity of their implementation. I’ll try to bust this myth and show that such projects can be not just something to be proud of in your portfolio but also pleasant and easy to fulfill.”
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Elena Martynova, 1+1 Media strategic marketing director:
“Digital is a great environment with incredible opportunities where there are no limits, almost no rules but there are trends of branded content development, which are not to be ignored in 2017. At the conference, I’ll tell about the activities of a TV market leader in digital.”
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Konstantin Kuznetsov, DIALLA Communications VP for marketing and strategy:
“The new story for branded content really started in 2001, when BMW launched a series of short films where the lead roles were played not by celebrities but by cars. It was even before YouTube. The campaign got over 100 million views in just several days on the car manufacturer’s website, and the sales have grown by double-digit figures practically overnight. Since then, lots of brands have appreciated the success of this experiment and set out on creating content which would attract and sell without irritating the consumer. At the conference I’ll talk about achieving campaign goals and the interaction chain from the client to the contractor. I’ll also briefly dwell on the evolution of formats using the best cases from CANNES LIONS.”
Polina Tolmachova, FILM.UA Group PR and marketing director:
“Leaving the screens: content as media platform. New content forms and new ways of its distribution grant us almost unlimited opportunities not just for precise audience targeting but also for establishing a strong emotional connection between the brand and the consumer. We have just started on this road but will readily share our cases, The Stronghold and The Stolen Princess, as examples of 360-degree communications.”
Each speaker will have a separate presentation.
The conference will take place on September 20, from 4 till 6 PM in Hyatt Regency Kiev (5 Alla Tarasova street, Kiev, Ukraine).
Conference participation is free of charge, with obligatory online registration: https://kievmediaweek.com/ru/kmw/2016/brandedcontent
We invite experts for a constructive dialogue!
The 6th international media forum KIEV MEDIA WEEK will take place from September 19 till September 23, 2016 in Hyatt Regency Kiev (Kiev, Ukraine). It is a unique international forum for TV, film and other media professionals, one of a kind for Central and Eastern Europe. During the five years of its existence, Kiev Media Week has combined 10 international conferences and events, having become a communication platform for more than 4 thousand professionals in all media formats from over 450 companies in 40 countries. BBC Worldwide, FremantleMedia, Televisa Internacional, Fox, Canal+ and other global media giants have long ago included this Kiev forum into their must-visit lists.
KMW full program is available on its official website www.kievmediaweek.com and Facebook page: www.facebook.com/kievmediaweek
If you have questions about participation, please call or email us at +380 044 459 46 10 or info@mrm.ua.
Denis Storozhuk, Zenith Ukraine communications agency managing director:
“The latest research on marketing efficiency confirms that emotional links with the consumer are more important than simple satisfaction of his/her needs. The advertisers have set out on an active stage in their search for marketing instruments allowing to build and manage emotional connection with their audience. My presentation will examine how it can be achieved using integrated brand content solutions on real examples.”
