Publicis Media Moldova, under the global umbrella of Publicis Groupe, is redefining the digital advertising landscape in Moldova through innovative approaches and a relentless pursuit of excellence.

Dorel Samoila, Acceleration Partner at Publicis Media Moldova, offers an in-depth look into how the agency is navigating the evolving market dynamics, overcoming challenges, and setting new standards in programmatic advertising with the help of Eskimi.

Creating a Sustainable Future

"At Publicis Media in Moldova, we aim to create a sustainable, long-term business model," begins Dorel. This strategy responds to the changing economic order, especially highlighted by the challenges from 2020 onwards.

Unlike the past decade's focus on minimizing supply chain costs, Publicis Media is now spearheading a growth system that adds value and efficiency to businesses under any circumstances.

"We are globally and locally building a system that will unlock growth," Mr. Samoila asserts, highlighting the agency's forward-thinking approach to combining media, creative, content, and data.

Digital Milestones and Innovations

Proudly reflecting on Publicis Media's journey, Dorel notes, "We launched the first digital campaigns in 2008, marking us as pioneers in digital development in Moldova." The agency was crucial in introducing internet measurement in Moldova that led to  Gemius launch on the market.

Beyond just adopting existing technologies, Publicis Media has been at the forefront of programmatic advertising, experimenting with platforms like DV360 and Admixer ahead of the market curve.

"We understand where and what kind of traffic to find... This helps us solve the problems of advertisers more efficiently," Mr. Samoila explains, underlining the agency's commitment to innovation and excellence.

Overcoming Industry Challenges

Despite their successes, Publicis Media Moldova faces several challenges, particularly ad monitoring at the market level and video inventory limitations.

In Moldova, television advertising is declining significantly, with its effectiveness dropping by 30-40% annually over the past two years, outpacing the global trend of a 2-3% yearly decrease. As a result, advertisers are shifting their budgets towards digital platforms, especially when traditional TV ad slots become scarce or too costly.

This shift includes investing in digital video inventory, where platforms like Eskimi offer valuable alternatives. Despite a stagnant market influenced by regional instability and economic factors, our digital ad purchases have grown by 30% in the last year, thanks to the opportunities provided by Eskimi.

This growth has allowed us to maintain and even increase business volumes despite declining TV advertising, supporting our goals to expand and enhance programmatic advertising in Moldova.

“We mainly use video because it was a discovery and a salvation for the problems we solved last year. And we actively used the display - HTML5, experimenting with approaches, periods, creatives,” explains Dorel.

A Methodical Approach to Campaign Success

Publicis Media Moldova employs a strategic methodology for evaluating internet coverage and audience profiles using the Gemius pixel to address these challenges. This innovative approach allows for better campaign reach calculations and targeting strategies, particularly leveraging video inventory through partnerships with platforms like Eskimi and Teads.

"We try to find inventory on different platforms," Mr. Samoila states, emphasizing the agency's adaptability and resourcefulness in campaign execution.

Choosing the Right Programmatic Partner

Publicis Media highlights the importance of working technology and user experience when selecting a programmatic partner. Eskimi, in particular, stands out for its influential audience targeting and convenient user interface.

“We monitor campaigns with Gemius, and according to the social demographic report on the campaigns, we look at how much of the audience we targeted was covered in the campaign using the Gemius methodology. There, we see the audience composition and the percentage of our audience in the total volume of what we reached across platforms. So in Eskimi, this indicator for a mobile display audience composition of a young audience of 18-45 can reach 70-75%, which is very accurate.”

Leveraging Eskimi for Breakthrough Achievements

Through the strategic use of Eskimi and other platforms, Publicis Media Moldova has seen significant achievements, including maintaining and increasing digital investment volumes despite market challenges.

"The opportunities that appeared with Eskimi can compensate for the decrease of advertising on television," Mr. Samoila points out, highlighting the crucial role of programmatic advertising in sustaining business growth.

Impressive Results with Eskimi

Publicis Media Moldova's collaboration with Eskimi has yielded impressive results, notably in a test campaign for a telecom operator that matched the performance levels of other global platforms in use.

Another example is a White Label project. As Mr. Samoila describes, “We organized a White Label with Eskimi, and we have a branded account under Publicis Media’s name and display our logo on the ad formats on the Internet. Considering that we know where this banner was launched, we understand how well Eskimi works as we see the logo. In terms of performance, audience composition was high. We received access to the amount of inventory we had demand for.”

Publicis Media Moldova's journey, articulated by Dorel Samoila, illustrates a transformative approach to digital advertising driven by innovation, strategic partnerships, and a deep understanding of market dynamics.

As the agency continues to pioneer digital acceleration in Moldova, its commitment to adding value and efficiency to its clients' businesses remains unwavering, setting a benchmark for the industry at large.