The "Brand Day 2025" conference has ended in Moscow

On October 10, Moscow hosted the Brand Day, one of the key events in the advertising industry. The platform gathered more than 2,000 participants: representatives of agencies, media, brands and technology companies. The event is organized by the Rusbrand Association of Manufacturers of Branded Brands with the participation of AdIndex, Mediascope and the National Advertising Alliance.

Experts from the largest advertising ecosystems, agencies, and brands discussed how the market, consumers, and communication strategies are changing. The discussion focuses on audience attention, growth opportunities for brands and businesses. The conference included six parallel sections, in which more than 200 speakers spoke. We present the key theses of the experts of the first part of the plenary session "Brand Day: looking to the future":

The plenary session was opened by Olga Barskaya, Vice President of Development at OMD OM Group. According to the expert, the market continues to grow, but remains under the pressure of media inflation. The industry's growth in 2025 will be provided by the eRetail segment, which will increase by 50%. However, inflation remains a deterrent, remaining at the level of 19%.

Barskaya stressed that when planning campaigns, not only coverage and price become key, but also the attention of the audience, taking into account fraud and the visualizability of the content. At the same time, CAC (Customer Acquisition Cost) is becoming a crucial metric for business, especially in the context of generational change.

Alexey Bakhterov, president of Media Instinct Group, said that most of the revenues of the Russian media market — about 80% — are now concentrated by five players: Yandex, RWB Media, NRA, Ozon and VK. Their total revenue reaches 1.6 trillion rubles out of 2 trillion rubles of the total market. Yandex remains the leader (500 billion rubles), followed by RWB Media (450 billion rubles), NRA (300 billion rubles), Ozon (250 billion rubles) and VK (100 billion rubles). The main trend is the growth of new brands actively using digital, outdoor advertising and TV.

Tatiana Kashchenko, VK's Director of Customer and Agency Relations, spoke about the user experience, which is becoming a crucial competitive advantage. The modern consumer makes up to 35 thousand decisions per day. In order not to get lost in this flow, brands should become the first choice — those who are approached without hesitation. She emphasized that 85% of customers are more likely to make a purchase after offline interaction with a brand, and 91% share this experience on social networks. VK relies on new formats that integrate content and purchases.