The coronavirus pandemic shook up the advertising market of Kazakhstan: in the early days of the lockdown, advertisers were panicking, outdoor advertising suffered serious losses, and many players in the market decided to cut their budgets. According to the forecast of the Minister of Information and Social Development, Aida Balayeva, in 2020 Kazakh media will lose
between 30 and 60% of their income from advertising.
The aftermath of the pandemic was not entirely negative: digital advertising that was easier to adapt to the new working conditions received a golden opportunity for development. CEO of the high-end Internet advertising network VI Kazakhstan
Ilmurad Jumaev thinks that the advertising market of Kazakhstan will continue to grow despite the coronavirus crisis. Before the pandemic, the company predicted that the advertising market would grow 7—10% by the end of the year.
In the latter half of July, industry conference AdTribune
was held in Kazakhstan. The organizer, Advertising Association of Central Asia
, aimed to discuss how the reality of 2020 — world economic downfall and the coronavirus crisis — will reflect on the advertising and media markets of Kazakhstan and Central Asia.
The largest advertisers, publishers, and other players of the Kazakh advertising market participated in the conference. Adsider gave insights about the consequences of the pandemic for separate players and the market in general, and also about the development perspectives for 2020—2021. Experts from VI Kazakhstan, Publicis Groupe Kazakhstan
, and TVMedia Advertising Agency
took part in the discussion.