Media Systems Executive Director Yana Yanikyan and Business Development Director Bella Karapetyan recently gave an interview to Georgia Today, discussing the transformation of Armenia’s digital marketing industry and the future of data-driven advertising.
The conversation explored the rapid evolution of Armenia’s advertising ecosystem, the growing importance of measurable performance, audience targeting, AI integration, and the balance between creativity and analytics in modern campaigns.
During the interview, Yana Yanikyan spoke about the major shifts that have shaped the Armenian digital market over the past decade, highlighting the increasing demand for targeted advertising, transparent analytics, and performance-based strategies. She also shared Media Systems’ perspective on artificial intelligence, emphasizing that AI should enhance human creativity and strategic thinking rather than replace it.
Bella Karapetyan discussed how client expectations have evolved in recent years, with businesses now prioritizing strategic partnerships, flexibility, and full-service support over pricing alone. She also spoke about the advantages of combining global advertising platforms with Media Systems’ locally developed network to create campaigns that are both locally relevant and globally scalable.
The interview also touched on the future of digital marketing in Armenia, including the growing role of AI-driven optimization, predictive analytics, personalized communication, and advanced audience segmentation.
Since its founding in 2013, Media Systems has continuously contributed to the development of Armenia’s digital advertising industry by combining innovative advertising formats, strategic media planning, and data-driven solutions tailored to both local and international markets.
Read the full interview on Georgia Today.