Trends and innovations of the advertising market

The conference programme of Reklama 2025 features the RACA Conference, organised by the Russian Association of Communication Agencies (RACA). It is dedicated to trends and innovations of the advertising market, the digital advertising market, Out-of-Home formats and technologies, POSM, merchandising, and many other topics. The event consists of three sessions.

The conference opened with the session on how advertising works in 2025, from creativity to result: real cases, real figures. The session is designed for those who want not just to be on trend, but to get a real return on advertising investments. Experts are discussing which advertising formats currently produce the best results and how consumer behavior has changed in 2025, the role of AI, influencers, UGC and native advertising. In addition, specific examples show what brands are doing to stand out in an oversaturated information field.

The session is moderated by Ivan Paryshev, CEO and founder of AstraLab. Opening the discussion, he noted, “Today we will be able to look at trends from the point of view of creativity. We have been implementing AI in advertising technologies since 2018. Even then, we realized that AI would greatly change the advertising industry. As for creativity, it accounts for 10 times less innovative technologies than all other elements of advertising such as analytics, research, planning, coverage, and optimization. Therefore, today we have a great opportunity to analyze creative issues from several angles.”

Presentations at the session were made by several industry experts: Anton Melnikov, Managing Partner and Creative Director at emg (Effective Marketing Group), Anna Lokteva, Agency Relations Manager at VK, Anastasia Simonova, Head of Programmatic Technology Development at MTS AdTech, Irina Smirnova, Digital Director at ADV Communications Group, and Anna Topkova, Director of Strategic Planning at Okkam Creative.

The session on how to become a start of the advertising industry, a session for students: about CV, internships, and career development will reveal to future advertisers what career paths exist in advertising, how to choose their career course and where to look for the first internship, what is asked at an interview and how not to fail it, and what skills are really valued by employers.

The session on who the market needs, skills that university graduates lack will be useful for everyone who develops curricula and courses and trains a new generation of professionals in communications and marketing. Industry experts will talk about new professions, approaches and roles in the advertising market, what kind of professionals agencies and brands really lack today, what skills are critical, from data analysis to storytelling and creativity in vertical videos, and how to make university studies closer to the real challenges of the industry.

Press Service, EXPOCENTRE AO