A business conference was held in Moscow. AdIndex City

A business conference was held in Moscow on June 26. AdIndex City has gathered more than 2,000 knights of the marketing and advertising industry. How it went, what were the topics of discussion and where to look for all the content — read in the material

This year, the conference was divided into six simultaneous streams, during which the masters of the advertising craft shared their experiences: from launch to post-campaign analysis, from ideas to sales schedules that take them beyond the horizon of bold expectations.

Alexey Bakhterov, president of Media Instinct Group, said that the top 50 advertisers are buying about 80% of their TV inventory in 2025. In the next 5-7 years, the most promising segment of the target audience will be people aged 45-55, as they have great finances, brand loyalty, and contact with them is cheaper.

According to Yandex estimates, AI anti-fraud technologies have saved advertisers 10 billion rubles. The growth points for the market are small and medium-sized businesses, the emergence of new inventory (mobile applications, telegram channels, bloggers, retail media), the development of media such as Smart TV and outdoor advertising, as well as collaborations and partnerships.

Oleg Tembotov, CEO of Mediasystem (Group4Media), shared that there are a lot of ecosystems. Billions of rubles are still being invested in them. Ecosystem subscriptions continue to grow. Next year, an important psychological milestone will be passed: the growth rate of ecosystems will decrease from double digits to single digits.

Tatiana Kashchenko, Director of Customer Relations and Agencies at VK, spoke about trends and patterns of the silver generation. The Russian population is getting older. By 2030, people over the age of 45 will make up half of the population. The silver generation has money: already, the average monthly spending of the 45-55 segment is one and a half times higher than that of citizens aged 20-30. There are two strategies for communicating with the silver generation: inclusivity and communication for all, or focus on the target audience. For them, communication should be life-affirming.

At the AdIndex City Conference, 180 speakers presented new pages of the advertising timeline: from creative solutions to systemic changes in the funnel. All the content of the conference is presented in the special project of the event. There you can find a photo report, video interviews, recordings of sections and presentations by speakers.