Inotex 2024 train reached its final station. On the last day of this exhibition, a panel was held under the title of digital advertising according to agencies, in continuation of the national conference of digital advertising at the Inotex stage. In this panel, “Hamid Ghanbari”, the marketing manager of Saman Insurance, was present as the moderator of the panel, “Ahmadali Farhoudi”, the CEO of Deema Agency, “Mohammed Hosseinpour”, the CEO of Magnet Company, “Behrang Tonekaboni”, the customer success manager of Tapsell were present.
According to Iran digital economy annotation, according to the Inotex 2024 news headquarters, at the beginning of this panel, Ahmadali Farhoudi, the CEO of Deema advertising agency, said about the digital share in the advertising market: “Digital advertising has not been able to take its market share in these ten years.” Nationally, the share of digital advertising has been 10-15% of the advertising market. However, I think that big things will happen this year.”
In the continuation of the panel, Mohammad Hosseinpour, the CEO of Magnet Company, said about the advertising industry: “The story that always exists in this industry is the reality of the market. In recent years, the advertising industry has been oppressed and there are different reasons for this. On the other hand, the media has not developed for various reasons and we have entered the production of video content very late. Of course, in this market, we are facing the challenge of the customer’s view of advertising. On the other hand, there has been space limitation in the market, our activity is dependent on technology and we have many limitations in tools.
In the continuation of this event, the challenges of the advertising industry with the regulator were also mentioned. Hamidreza Mahmoudi, CEO of Fast Click, said: “The concern of businesses and brands is to operate in the space where their customers are.” We have to accept that many customers operate on filtered platforms. And this issue has caused a lot of damage to small and large businesses.”
In the continuation of the panel, Behrang Tonekaboni, the customer success manager at Tapsell, said: “Digital agencies were able to take a good share of the digital economy ecosystem. But a large share of the advertising market is a part that is not related to the digital industry. The industries that have a large part of the market do mostly environmental advertising.
Social networks were a good opportunity, but advertising agencies faced the phenomenon of filtering and sanctions, these events and some tax challenges made us unable to use the facilities of social networks.
However, due to the expansion of communication spaces in the digital space, there is a promise of a bright future and a leap in the advertising industry.”
Following this event, Ahmadali Farhoudi, CEO of Deema agency, said about the problem of quality media: “Lack of quality media has always been a serious issue in Iran’s digital advertising market. When new media is added, ad monetization is the first thing that comes to the minds of their teams. However, selling ads is something that requires focus.”
Hosseinpour also announced in the continuation of this meeting: “Anything that will cause high-quality content to be added to the advertising industry. I welcome it. Advertising is the growth engine of content.”
In the years that we have been working in the media, the media that focuses on content production is more successful than the one that sells advertisements.
Mahmoudi continued: “Today, the media game has changed compared to 20 years ago. Today, there is a competitive war between the agencies. Today’s media determines the war between those who want the media. The expenses are going up and the media is looking to maximize its income, so if it cannot pay the media’s income, the media agency advertises.
The CEO of Deema Agency further said about the future of advertising industry: “Several important things are happening. Currently there are many challenges. The cost of environmental advertising has increased drastically, except for filtering, there are also a number of other strictures, which have greatly affected the advertising market. There are also opportunities, one of which is retail media. Another event is the discussion of affiliate marketing, although there is still a lot of time left for something important to happen in the field of affiliate marketing. This area has taken its share in the world and it will take its share in Iran as well. Hosseinpour, the CEO of Magnet Company, said about the future of the advertising market: “We always try to see the future.
Currently, the video industry is growing with increasing audience visits. New media will also be introduced to show advertisements intelligently and to the target audience. “In general, digital advertising agencies will play a big role in the growth of businesses.”
Mahmoudi, the CEO of Fast Click, said about the impact of technology: “Soon we will see the presence of artificial intelligence in digital platforms and we will definitely move in a direction so that those who use the platforms will get better results. We will definitely see more digital billboards in the environment next year.”
Next, Behrang Tonekaboni said about the future of this industry: “There will be a possibility of unlocking targeted advertisements for local businesses. In the past, they introduced themselves with small ads, and it is possible that they will be introduced in a larger platform. In general, thanks to artificial intelligence and some solutions, this market can witness a fundamental change.”
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