Explore how to leverage programmatic advertising to maximize revenue, balance local and global strategies, and unlock new monetization opportunities.
The advertising market is rapidly evolving, with digital advancements reshaping the industry. While online advertising is now common across Armenian websites, the next frontier is programmatic advertising.
Online ads are displayed based on placements determined by media outlets, often through local or global networks. Media Systems operates both a local network and partnerships with global networks like Google and Yandex. Local networks simplify processes, while global networks pose challenges like limited content filtering and revenue deductions.
Programmatic advertising, on the other hand, automates ad placements using algorithms and user data. Advertisers bid for ad space in real-time auctions, ensuring precise targeting and maximum impact.
Yana Yanikyan, Head of Digital Marketing at Media Systems, highlights the importance of balancing local and global collaborations to ensure Armenian audiences are monetized within local media rather than foreign platforms.
Revenue depends on factors like unique users, ad positions, content filtering, and collaborations with ad networks. External influences, such as auction dynamics and currency rates, also play a role.
While Armenian audiences are monetized on foreign websites, local media must explore programmatic partnerships and innovations. Yanikyan encourages gradual adoption of advanced systems to unlock new monetization opportunities.
International networks are beginning to notice the Armenian market. Collaborative efforts can help local media integrate programmatic tools and compete effectively.
Armenian media should diversify monetization methods, combining online and programmatic advertising to ensure sustainability and growth. These approaches enable passive income while fostering innovation and development.
Yana Yanikyan shared more insights in the interview which you can find on media.am.