Veselov S.V.National Research University Higher School of Economics, Moscow, Russian Federation sveselov@vi.ru
Nazarov M.M.National Research University Higher School of Economics, Moscow, Russian Federation mnazarov@hse.ru
Subject The study focuses on the analysis of ad investment strategies pursued by transnational advertising providers being the leading advertising market players. Objectives The aim is to extend our knowledge of ad investment strategies used by transnational advertisers and to show how they relate to overall economic situation. Methods The study rests on the comparison of market actors' behavior along the spatial and temporal dimensions. We present a comparative analysis of strategies pursued by leading transnational advertisers in Russian and Polish markets over 2006-2013. Results The study identifies a number of ad investment strategies followed by leading transnational companies in advertising markets of Russia and Poland. The strategies differ in different economic climates: the 2006-2007 pre-recession period, the 2008-2009 global crisis period, and the 2010-2013 post-crisis period. We show that in each period ad investment strategies are conditioned by both the internal logic of market development and the overall economic situation. Conclusions and Relevance Adequate forecast of the Russian advertising market requires considering the specifics of ad investment strategies of transnational companies. The reviewed strategies of transnational advertisers in the Polish market over 2010-2013 may be viewed as reference points to forecast the Russian ad market as the Russian economy enters recession phase.
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