The spring of the velvet revolution also influenced the online advertising market. Industry professionals distinguish changes in both quality and prices thanks to the growth of interest towards online content.

Arsen Sultnyan, founder of Caramel advertising agency which specializes in the internet platform, says that many advertisers have stopped their campaigns in the middle of April through the end of May. There was an atmosphere of waiting.

Many online news groups covering the revolution did not have platforms to advertise, and were not giving the opportunity to apply new advertising styles.

The rest of local websites and Facebook started to use a format, which is comparatively new and has a tendency to develop. “A short advertisement was placed right before a video” said Sultanyan.

In fact, according to him, there were no major changes in the market of online advertising, however it’s too soon to give an estimation, the figures can be summed up in September-October.

“The level of activeness that you see now is conditioned by the games in the world of football. There are many ads in sports newsletters or in other news outlet sports sections. There is a topic of advertising, taking advantage of the interest towards the world games, beer, bookmaker organizations etc.,” adds the expert.

Tereza Tokmajyan is the Head of the SMM Department at IP Marketing. During the revolution, she noticed that people’s perception of social media and online tools has changed.

“I can clearly state that the customers and clients in the Armenian advertising marketplace are quite adequate. If not during the entire revolution, then in the time period between April 23-May 8 the number of ads placed was reduced by almost 60%,” said Tereza.

During the first days of the revolution, when everything was just beginning, our interlocutor said that many people used the opportunity professionally, which had both negative and positive manifestations. Tereza pointed out some examples of situation marketing.

According to her, new advertising formats are being used in the Armenian market: “The priority is given to banners, video ads or nodes, or native/in article on the banner platforms on the the tops and bottoms of websites.”

There are digital marketing companies, who approach the issue more creatively. Tereza explained that these organizations do not place banners on websites, but buttons containing thematic CTAs (call to action).

In social networks the advertisement format is whatever that particular platform provides, but in order to have successful advertising campaigns here, according to the expert, you need to have some savvy.

“Advertising on social networks succeeds in attracting bloggers, using social influencers or other resources, and why not, placing advertisements under Nikol Pashinyan’s live broadcasts,” she adds laughing.

 

Experts are confident that gradually the volume of advertising on social networks will increase, as there already is a tendency for growth and interest when compared to previous years. The most crucial reason is that the effectiveness of placing advertisements on this platform is measurable.

Gayane Asryan