Advertising Agency: the Specific Features of Working in a Competitive Digital Environment

G. Deryabina, N. Trubnikova
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Abstract

The article is devoted to changes in the advertising market in the field of relationships between its main subjects. The author systematizes the problems that have intensified in connection with sanctions, restrictions and the global crisis caused by the global course of the pandemic 2020–2021. The research focuses on the advertising agency, its new role and functionality. Particular attention is paid to the agency’s work in the most dynamic segment of the advertising market – digital, and new tools, formats and technologies used in agency work. The study reveals a set of problems that arise in the digital environment and are associated, on the one hand, with man-made causes and features of information technologies 3.0, which are not so easy to adapt to solve marketing problems, and on the other hand, with the problems of communication management and updated agency functionality. Such a characteristic feature as transparency, which initially, at the dawn of the digital communication era, was a serious competitive advantage compared to classic advertising media, has now almost disappeared. This limits the possibilities for cooperation between advertisers, advertising distributors, and advertising producers. The movement towards transparency should be supported both at the macro-level of the industry and at the micro-scale of the individual agency, in order to help the agency business maintain its key role in the advertiser’s business and not push it to directly cooperate with advertising carriers, which will lead to a loss of content quality and media placement. In digital communications, the differentiation between the tasks of consistently strengthening the brand value and the tactics of quick advertising for immediate purchase is very serious, since these tasks are solved by completely different – not overlapping-tools. The authors consider integrated marketing in the digital environment as the implementation of the agency’s functions of planning, selecting promotion channels in accordance with the tasks set, budgeting, monitoring efficiency and building work with the subjects of the communication market.
广告代理:在竞争激烈的数字环境中工作的具体特征
本文主要论述了广告市场变化领域中其主体之间的关系。提交人对因制裁、限制和2020-2021年全球大流行进程造成的全球危机而加剧的问题进行了系统分析。研究的重点是广告代理,它的新角色和功能。特别关注该机构在广告市场最具活力的细分市场的工作-数字,以及在代理工作中使用的新工具,格式和技术。研究揭示了在数字环境中出现的一系列问题,这些问题一方面与信息技术3.0的人为原因和特征有关,这些因素不太容易适应解决营销问题,另一方面与传播管理问题和更新的代理功能有关。像透明度这样的特征,在数字通信时代初期,与传统广告媒体相比,最初是一种严重的竞争优势,现在几乎消失了。这限制了广告商、广告发布者和广告制作者之间合作的可能性。在行业的宏观层面和单个代理机构的微观层面都应该支持透明化的运动,以帮助代理业务保持其在广告客户业务中的关键作用,而不是迫使其直接与广告运营商合作,这将导致内容质量和媒体放置的损失。在数字通信中,持续加强品牌价值的任务和快速广告以立即购买的策略之间的区别非常严重,因为这些任务是由完全不同的——而不是重叠的——工具来解决的。笔者认为,数字环境下的整合营销是机构规划、根据设定的任务选择推广渠道、预算、监控效率以及与传播市场主体建立合作关系等职能的实施。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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