State of the advertising market in Armenia

For citation: Bagiyan K.G. State of the advertising market in Armenia // Mediascope. 2024. 4. Available at:  https://www.mediascope.ru/2881

© Jean G. Bagiyan

PhD, Associate Professor, Deputy Executive Director of Academic Affairs, Branch of Lomonosov Moscow State University in Yerevan (Yerevan, Armenia), zhanbaghiyan@gmail.com

Abstract

The author considers the state of the modern advertising market in Armenia from the point of view of the activity of sales-houses and features of sales on television, activity in the digital advertising market, as well as in the context of its legal regulation and historical development. There are such factors as the appearance of the first measurer and the transition from measurements in minutes to ratings, which have influenced the development of the advertising market and led to the appearance of major global brands, the fall of the monopoly of the single internet-provider that has contributed to the development of digital advertising in social networks. The work analyzes controversial aspects of the law «On advertising» due to the lack of a single authorized body and self-regulatory sphere. The author also conducted a content analysis of digital advertising placed on local Armenian sites in terms of content, types and forms of advertising, language characteristics, countries of production and identified the reasons for the absence of major global advertisers among partners of local Armenian internet resources.

Keywords: advertising market, sales house, measurer, rating, digital advertising

Notes

Armenia – country report Freedom on the Net 2024. Available at: https://freedomhouse.org/country/armenia/freedom-net/2024

Digital 2024: Armenia. Available at: https://datareportal.com/reports/digital-2024-armenia

https://take-profit.org/statistics/wages/armenia/(In Russian)

Medialandshafty stran vostochnogo partnerstva [Media landscapes of the Eastern Partnership countries]. 2011. Available at: http://ypc.am/upload/Media%20Landscapes%20of%20EaP%20Countries_rus.pdf(In Russian)

Onlayn platforma armyanskikh informatsionnykh internet-resursov [Online platform Of Armenian news internet resources]. Available at: https://kayqer.am/hy/(In Russian)

Razmer zarplat v Armenii [Salary in Armenia]. Available at:

Sotsial'nye seti v Armenii. Osnovnaya statistika [Social networks in Armenia. Main statistics (in Armenian)]. Available at https://media.am/hy/newsroom/2024/10/16/40737/(In Armenian)

Statisticheskiy komitet Respubliki Armeniya. Osnovnye itogi Perepisi naseleniya RA 2022 goda [Statistical Committee of the Republic of Armenia. Main results of the Census 2022]. Available at: https://www.armstat.am/ru/?nid=82&id=2623(In Russian)

Struktura «Admosfer Armeniya», zanimayushchayasya mezhdunarodnym auditom, ne sootvetstvuet mezhdunarodnym standartam. Rezul'taty mezhdunarodnogo audita [“Admospher Armenia”, the international audit department, does not meet the international standards. Results of the international audit]. Shant TV. 2022. 5 May. Available at: https://www.shantnews.am/news/view/1132434.html?fbclid=IwZXh0bgNhZW0CMTEAAR2ygDzfE5LmJuGFCRGqV1tH8xETIFiqXqdMaSeokysUGNEtvD5huWhMlWc_aem_ZmFrZWR1bW15MTZieXRlcw (In Armenian)

Zakon Respubliki Armeniya «O reklame» [Law “On advertising” of the Republic of Armenia]. Available at: https://geography.agency/zakon-armenii-o-reklame/ (In Russian)

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