Dmitry Mozhaev: “The West slept through the Russian Internet advertising market”

Network global agencies and European structures have overslept the Russian market, clearly underestimating it at one time, said Dmitry Mozhayev, head of the advertising agency Index20 , in an interview with the magazine Advertising Industry .

According to Dmitry, Western games still underestimate the Internet advertising market in Russia: “I realized this during a trip to the European conference in Valencia, where I talked with all the key market participants, including Isobar (about opening Isobar in Russia in May, Aegis Group plc Global’s CEO Robert Lerwill (comment of R.R.) announced Aegis Group plc Global as part of the Aegis Group. It's funny, but they still think that Russia is developing the online media business lagging behind in Eastern Europe. The fact that our market is more developed than the market of England or Germany was and remains our little secret from Europe. The microscopic "expansion" of Europeans into the Russian market is determined by their Eastern European successes, on the one hand, and the underestimation of the Russian market, on the other. The Eastern European paradigm determines the vision of the scale of business and methods of action. And this scanty scale, and these actions cannot be applied in Russia. ”