This document discusses how interactive media can help businesses communicate effectively during a crisis. It argues that interactive media is flexible, results-oriented, targeted, and provides good value for money. Specifically, online investments can be adjusted daily, provide analytics on ROI and consumer behavior, precisely target active internet users, and allow people to connect and express themselves during difficult times. It also notes that while the Russian ad market is projected to slow, internet use and social networks are growing as people seek information and support online.

1. Why your communication value for money
can be solved by interactive solutions
during the crisis ?

2. A changing context.
- The environment in the next few months won’t be the same
at all – restrictions, cut-downs, disappointment…
- Strong decisions will have to be made to move your business forward.
- A crisis is always a sudden change in the course of an event,
toward either improvement or deterioration.
It’s time for you to change the way you communicate
and the way you split your investment in media.
Moreover, you’ll have to talk differently to the consumers.

3. Interactive media is the perfect tool
to face those problems efficiently

4. And here are the reasons

5. 1/ Flexible.
Online investments are more flexible.
They can be adjusted daily, regarding what’s going on,
the messages delivered to the consumers can be
changed very quickly, social media is close to the news
and we can use it as well.

6. 2/ Result-oriented.
Online is the easiest media to track, to understand.
We can use a lot of tools to deliver precise analytics
on the market, on the ROI, on the behavior…If you
want to know why you spend your money, digital is
the best way to understand everything about it.

7. 3/ Targeted.
You can target precisely your consumers,
no waste of money.
And you know that Internet users are less touched by
the crisis than the majority. They’re younger and very
active, with bigger revenue, with more education.
Digital means are the best way to touch them.

8. 4/ Value for Money.
More and more people will use Internet
to look for the good opportunities, to compare for
the best products, to compare the prices and the
services, to use applications to simplify their lives.
In crisis times, Internet will be their best friends.

9. 5/ Dialogue.
In a tough moment,
people want to talk to trustful friends.
Just give them the opportunity to express themselves.
You’ll understand them better and will react
in consequence.

10. Hold on. What about Russia?

11. What about Russia?
• Russian Ad Market Growth claimed to drop from 25% to 22%.
• International Ad Market – from 6.6% to 4.8%.
• Runet forecast left untouched in its 75%.
• In 2010 BRIC is going to provide 65% of total market growth.
Social networks report growth of traffic right now. Yes, due to the crisis.
• LiveJournal Traffic in September–October’08 grew up to 20%.
People got conscious about what’s going on.
They are looking for advice and support.

14. Channel growth.
ZenithOptimedia
September 2008
2006 2007 2008 2009
Online Ad spending is growing 2 times faster than any other segment
of the Russian Ad market – one of the most dynamic in the world,
gradually climbing from 2,5% of overall budgets in 2005 to 10% in 2010.

15. Millions of users in Russia
ФОМ October 2008
34,4
27,2

16. For more information about
your interactive communication opportunities
Franck Vinchon
Managing Director in Victory
franck.vinchon@victory-sa.com
Kirill Smirnov
Creative and Strategic Director in Victory
kirill.smirnov@victory-sa.com