Translation. Region: Russian Federation –
Source: Gazprom – An important disclaimer is at the bottom of this article.
Television and digital platforms are reaching a turning point, with advertising becoming increasingly integrated into ecosystems and PR communications becoming a fully-fledged business tool. These and other trends defined the agenda of the "Digital Brand Day 2026" conference held in Moscow, which brought together over 170 industry representatives.
The event brought together advertisers, marketers, PR directors, and executives from leading media outlets. Over the course of 28 sessions across seven areas, participants sought answers to the key question: how to operate effectively in a new reality, where digital has become not just a fad, but a fundamental norm. Experts from Gazprom-Media Holding, among others, shared their perspectives and practical case studies. Key outcomes of the conference:
TV and Digital: From Competition to Unified Standards
Viewers increasingly notice the difference between television and the internet, consuming content wherever it's most convenient. However, this transition remains painful for market players. While the TV segment already operates according to transparent and established rules with verified, unified metrics, in digital, each platform still uses its own approaches to measurement and reporting. The main market demand voiced at the conference was the implementation of a unified measurement system in digital. This will allow advertisers, sellers, and platforms to reach a new level of efficiency and increase their investment in video without unnecessary risks.
Half of advertising will move to ecosystems by 2030
Advertising follows user attention, which is increasingly concentrated within ecosystems. According to Mediascope, the number of ecosystem users reached 105 million by the end of 2025, an increase of 1.2 million year-on-year. Ecosystems are becoming key habitats for consumers, offering them a seamless experience. For advertisers, this means a need to rethink their strategies: their share of total media consumption and, consequently, advertising budgets will only grow.
Trust and Reputation as a Business Tool for Gazprom-Media Holding
In a highly competitive environment, PR is no longer simply a support function and is increasingly being integrated directly into the business logic of our holding's product development. This trend was confirmed by Alexander Kormukhin, Head of Communications at Gazprom-Media Holding. He described the holding's PR function as a "single living organism," where a centralized strategy is combined with local flexibility.
"To handle such a large volume of brands and content, we've built a two-tier system. Product PR promotes specific projects for advertisers and is a tool for rapid monetization. Business PR focuses on the strategic outlook and capitalization of the entire holding company. The most striking example of the effectiveness of this approach is our key digital asset, RUTUBE. Last year, the platform's revenue quadrupled, and we directly attribute this to the growth in audience figures, which our communications contributed to."
Alexander Kormukhin, Head of Communications, Gazprom-Media Holding
Main vector
Summing up the results of Digital Brand Day 2026, participants agreed: the market is entering a phase of maturity, where growth is impossible without systemic change. The future belongs to those players willing to agree on unified and transparent measurement rules (both in TV and digital), explore new spaces and ecosystems for consumer communication, and rethink the role of PR, transforming it from a service function into a driver of strategic development and business growth. The ability to build long-term relationships with audiences based on trust and reputation is becoming a key asset.
Please note: This information is raw content obtained directly from the source. It represents an accurate account of the source's assertions and does not necessarily reflect the position of MIL-OSI or its clients.
