Adindex TV conference panel to tackle marketing ROI proof amid budget cuts
Andrei Alekseev, marketing and business development director at ON Media, will moderate a panel at Adindex's TV conference titled "Marketing effectiveness: how to prove business the value of investment in an era of total savings." Joining him are Anton Klimenko, marketing director at HONGQI Russia; Oksana Voloshchuk, commercial director of non-financial services at T-Reklama; Evgenia Davydova, co-founder and chief operating officer of ARDA; and Vyacheslav Masenkov, development director at OMI (Online Market Intelligence). The session is built around how marketers judge advertising effectiveness and the real return from media contractors once established metrics stop holding up.
Budget defense gets harder when finance teams cut discretionary spend first and demand measurable proof for every ruble spent on media. Planners increasingly lean on audience measurement and server-side attribution data to show TV budgets convert into sales. Reach and frequency numbers alone now draw sharper questions from finance teams focused on returns.