Meta Description – Armenia’s ad market evolves with traditional media adapting to trends. Insights from Media Systems’ director Yana Yanikyan on challenges and innovations. Over the past four years, Armenia’s advertising market has faced significant changes.
By the end of 2024, professionals observe signs of stability, marking a shift toward more efficient practices.
The COVID-19 pandemic disrupted traditional advertising platforms, with outdoor billboards left vacant and television stations cutting costs. Digital advertising emerged as a dominant force, claiming 50-70% of budgets due to its measurability and efficiency.
“Advertisers prefer digital platforms for their ability to target specific audiences and deliver measurable results,” says Yana Yanikyan, Executive Director of Media Systems.
Traditional platforms must innovate to stay relevant. Television faces declining ad revenue due to high production costs and reruns, while outdoor advertising has been reshaped by new regulations. News websites, struggling post-pandemic, have scaled back on original content, focusing on daily updates.
Budget allocation depends on company goals and audience size. Digital platforms are cost-effective for smaller campaigns, while broader objectives require larger investments.
“The choice depends on the company’s area of operation and marketing objectives,” Yanikyan explains.
Aligning strategies with modern trends and advertiser feedback is essential. Media Systems is committed to delivering innovative, efficient solutions that navigate Armenia’s evolving advertising landscape.
Yana Yanikyan shared more information about the advertising market in Armenia in an interview with jamnews.am.