The war has had a significant impact on the advertising market in Armenia. Yana Yanikyan, media director of the Media Systems advertising agency, notes that the media sector is now working under heavy pressure, often in a 24/7 mode, not only to disseminate information but also to combat disinformation.
As a result of the war, many companies halted their advertising activities, reasoning that “it’s not the right time,” which led to financial difficulties for both media companies and the market. However, a few companies continued their advertising efforts, adapting their campaigns to the situation.
Yana Yanikyan emphasizes that the absence of advertising can harm not only the economy but also the continuity of media operations. She urges Armenian companies to resume their advertising activities, highlighting the importance of social responsibility and the shared goal of victory. The active participation of market leaders can stimulate the recovery of other companies, which will help restore economic circulation and support community programs, such as the Hayastan All-Armenian Fund.
Lurer.com, asekose.am and aravot.am provide more information about the impact of the war on the advertising market in Armenia, sharing insights from the interview with media director of Media Systems Yana Yanikyan.