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Post Show Report
Reklama 2024
31st edition of the International Exhibition for Advertising
21–24 October 2024
EXPOCENTRE Fairgrounds, Moscow, Russia
Reklama 2024 is Russia’s largest annual event for advertising industry professionals. The show demonstrated all key areas of advertising communications, covering both traditional forms, such as outdoor advertising and souvenir products, and current digital solutions, including LED screens, interactive panels and content management systems.
Dates: 21–24 October 2024
Venue: EXPOCENTRE Fairgrounds, Moscow, Russia
Organised by EXPOCENTRE AO
Supported by RACA – the Russian Association of Communication Agencies
Under auspices of the Russian Chamber of Commerce and Industry
Floor space: 4,000+ sq. m.
Attendance: 18,900+ visitors from 84 regions of Russia and other countries
Exhibitors: 200+ companies from Russia and China
Russian regional group stands: 26 regions and 8 federal districts including Kirov, Ryazan and Vladimir oblasts
Products on display: various types of equipment for printing, engraving, cutting and labelling, as well as equipment for embroidery and textile branding; solutions for the design of urban spaces and transport, technologies for the production of merchandise, packaging and advertising printing; digital technologies
General sponsor: Stankoprom
Partner of the conference programme: ForDA
Exhibition partner: RACA – the Russian Association of Communication Agencies
Sergey Katyrin, President of the Chamber of Commerce and Industry of the Russian Federation
“Reklama is one of the largest events in the advertising industry. It not only reflects the key market trends, but also sets the direction for its development, presenting a whole variety of innovative products and services that shape the future of the industry. Market participants are optimistic about the current situation and express confidence in a stable and uninterrupted supply of equipment and materials for advertising production. Advertising plays an increasingly important role in this country's economic development, promotion of domestic brands, decoration of cities and towns, and support for the mass media. Today, promotion of goods and services on the market is impossible without marketing communications and creation of recognisable brands. In this regard, I would like to emphasise that the main share of this year’s exhibitors is made up of Russian companies presenting the necessary developments and achievements.”
Sergey Pilatov, Board Chair at the Advertising Council Association, Member of the Public Council under the Federal Antimonopoly Service of Russia
“Russian advertising has not only survived the difficult economic times, overcoming the sanctions pressure and the withdrawal of major international advertisers from this country, but shows growth and gets a real chance to strengthen in the market in order to provide effective assistance to enterprises to bring their products to both domestic and foreign markets. This is confirmed by the 31st edition of the International Exhibition for Advertising – Reklama 2024 – at EXPOCENTRE Fairgrounds, Moscow. This show has always been a showcase of accomplishments and new capabilities and opportunities of the advertising industry.”
Conference programme
Reklama 2024 offered a rich conference programme.
On the show’s opening day, October 21, EXPOCENTRE and RACA – the Russian Association of Communication Agencies organised the Conference on the Advertising Business: Trends, Creative Input, Technology.
The event was moderated by Valentin Smolyakov, RACA Vice President, who noted that the Russian advertising market was showing unprecedented growth dynamics.
“In 2023, the growth dynamics of the advertising market in Russia was 30 per cent. The volume of media advertising purchases reached 730 billion roubles. Our advertising market cannot even remember such figures for a very long time, more than 20 years. At the same time, not only the federal and Moscow advertising markets are developing seriously. The regions are also showing good dynamics. More than 20 per cent. The volume of purchases in regional media in 2023 is 106 billion rubles. The first half of 2024 also shows growth, which is 28 per cent. It has reached 400 billion roubles. The regional advertising market has surpassed 50 billion, the growth is 17 per cent,” said Valentin Smolyakov.
Boris Omelnitsky, President at the Interactive Advertising Development Association (ARIR), in his speech pointed out the most dynamically growing segment of the advertising market. He said that over the past two years the landscape of the advertising market had started to change with the departure of major foreign players. If earlier the traditional segments were banners, video advertising, branded and contextual advertising, advertising in search engines, now the market is focused on new media, such as retail media, advertising by bloggers, and advertising in Telegram. Traditional segments on the Internet grew by 32 per cent in 2023, while innovative segments grew by almost 100 per cent. The fastest growing segment of online advertising last year in Russia was retail media. The growth was 227 per cent. And this dynamic is continuing.
During the conference, experts shared information about the volume and trends of the advertising market in 2024, discussed market challenges and opportunities to overcome them, new laws on advertising and their impact on the industry, as well as talked about a cultural code in brand advertising and discussed the tools, opportunities and prospects of AI in advertising.
The Session on Artificial Intelligence: Tools, Opportunities, Prospects was devoted to the professional use of AI (cinema/TV), the impact of innovation on the future of AI for professional use, mass use of AI, using AI on social networks and platforms, an author’s neural network scripts for blogging, the future of content using AI, neural networks tomorrow, and other topics.
The two-day 13th International Forum – Advertising Matrix 2024 started on the same day. It featured several conferences on Advertising Manufacturers 2025: Trends and Management, Out-of-Home, Merch and POSM: Prospects and Challenges, Branding Day, and Digital Marketing and AdTech. The main market experts presented strategic solutions for reorganising the activities and management of advertising and production companies in the conditions of market transformation, tools for creating effective advertising campaigns and promoting the customer's business, as well as held practical masterclasses on digital promotion and branding creation. Speakers included Ekaterina Timoshevskaya (ROMIR), Alexander Khramtsov (ForDA), Vyacheslav Kharlamov (Depot), Svetlana Erokhina (POPAI), Yulia Blynskaya (TexTerra), Andrey Kapitonov (Captain SMM), and others.
On October 22, the VISCOM Association held a panel with customers on pricing in tenders. The panel’s included representatives of VTB Bank, Sportmaster, and representatives of advertising and production companies.
On October 23, EXPOCENTRE organised the 6th Conference on Digital Printing and Textile Decoration with the support of the Digital Textile magazine. Leading industry experts will discuss new technologies, materials and equipment for printing on textiles and ready-made products, as well as share the advantages of working with Russian digital printing facilities.
On the same day, October 23, there was a panel on the specifics of the advertising business in the fashion industry and a foresight sessions on the increasing role of advertising in the development of market relations in modern Russia. The events were held with the support of Kosygin Russian State University of Design and Technology.
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Press Service, EXPOCENTRE AO