IPM Research offers the review of TV advertising market in terms of advertising activity of microfinance organizations.

 

For the past four years, the field of microfinance companies has undergone serious changes. The process of expansion of microfinance sector started in 2014. Under the government initiative, in the end of 2016 definite regulations were set for online loan companies that requires a number of amendments to the legislation.

 

Regardless these factors, microfinance organizations still manage to operate on advertising market.

 

From 2013 till the end of 2016 advertising activity of online loan organizations and microfinance organizations is characterized by upward trend. On the one hand, this is conditioned by the fact that the number of financial organizations has doubled. They succeeded in leading advertising campaigns and covered almost all the segments. The awareness of these companies among potential consumers is quite high that is the result of their efficient advertising campaign.

 

The diagram below depicts the dynamics of the number of commercial videos of microfinance organizations that have been aired on TV for the past 4 years.