Admixer Media — Official Media Sales Representative of Google Ads in Kazakhstan: Opportunities and Prospects

On November 13, 2024, the Ritz Carlton Almaty hosted an exclusive event organized by Admixer Media with the participation of Google speakers. It was dedicated to the launch of the Google Ads Media Sales Representative program in Kazakhstan. The event brought together leading experts in digital marketing, business representatives, and industry leaders interested in expanding advertising opportunities and adapting to the rapidly evolving market. Attendees had a unique opportunity to explore the latest trends, insights, and tools to elevate their business to new heights.

“The digital advertising market in Kazakhstan holds immense growth potential, and the launch of the Google Ads Media Sales Representative Program is a significant milestone on this path. This program not only provides local companies access to advanced tools and technologies but also enables them to integrate Google’s global expertise into their business strategies. Kazakhstan is becoming a prime example of how modern tools can be used to build a sustainable and competitive digital ecosystem,” said Alexey Radivanovich, Country Manager at Admixer Media.

Speakers delved into the challenges and opportunities facing local businesses. Angelos Galanakis, Regional Head of Strategic Partnerships at Google, and Anna Tsoni, Strategic Partnerships Manager at Google, emphasized that for Kazakhstani companies to achieve sustainable growth, they must adapt to new technologies such as artificial intelligence and data analytics while investing in the development of digital skills. The importance of strategic partnerships was also highlighted, as they help businesses adopt cutting-edge solutions and maintain their competitive edge.

In 2024, the country’s GDP growth reached 5%, with $28 billion in direct foreign investments recorded in 2023, alongside a tenfold increase in IT service exports from 2020 to 2023. Small and medium-sized businesses, which generate around 4 million jobs and contribute 30% to the country’s GDP, play a pivotal role in this dynamic progress.

A great example of Google’s impactful initiatives is the Build with AI for Sustainable Growth program, which trains developers from Kazakhstan and neighboring countries to leverage AI for sustainable development. Google is also investing in Kazakhstan’s digital ecosystem, emphasizing educational initiatives and community support. The country is now home to 17 Google Developer Groups, 14 university-based student clubs, and the Women Techmaker program, which encourages greater involvement of women in IT.

Market Trends and Insights: Search Advertising, YouTube, and E-commerce

Vadim Li, Country Program Lead at Admixer Media, and Stanislav Rybolov, Product Specialist Lead at Admixer Media, presented key trends and analytical insights reflecting shifts in consumer behavior and the development of the digital market in Kazakhstan. The insights they shared serve as valuable benchmarks for businesses looking to adapt to the rapidly evolving digital marketing ecosystem.

The consumer journey has become increasingly complex. It is no longer a linear process but involves multiple stages, including research, comparison, deliberate planning, and decision-making. According to statistics globally:

• 2 out of 3 consumers report that making purchase decisions has become more challenging for them than ever before.¹
• 34% of shoppers spend more time planning their visits to stores.
• 40% of people worldwide are making fewer impulse purchases, favoring more conscious decision-making.²

This trend is particularly relevant for Kazakhstan, where e-commerce penetration is growing rapidly:

• In 2022, e-commerce accounted for 28% of total retail turnover (+5% year-over-year).
• The average revenue per user (ARPU) in the e-commerce sector will reach $577 in 2024 (+6% year-over-year).³

In 2023, YouTube reached a unique audience of 14.7 million people in Kazakhstan, establishing itself as a key platform for product discovery.⁴ Consumers are more likely to discover new products and brands on YouTube than on traditional social platforms. Furthermore, 86% of users take action after seeing ads on YouTube or Google, such as making a purchase or researching a product further.⁵

“Today’s digital marketing landscape demands a deeper understanding of audience behavior. Companies that invest in analytics and adapt their strategies to market changes gain a significant competitive advantage,” the speakers noted.

The Future of Advertising: The Role of AI in Optimization and Scaling

Digital Account Director at Admixer Media, Laura Aitmukhambetova, showcased the latest AI-powered tools in Google Ads. She emphasized that AI has already become an integral part of marketing strategies, enabling businesses to adapt to market changes and create personalized campaigns. AI is transforming the marketing landscape, shifting the process from linear to a dynamic cycle of growth and efficiency.

With AI, creative production takes mere hours instead of months. Every ad becomes highly relevant, seamlessly aligning with the context and mood of your audience.

AI eliminates the trade-off between precise targeting and scale, offering tools to create campaigns that deliver real results. Real-time measurement allows you to launch a campaign in the morning and adjust your strategy by midday based on initial insights. Google is paving the way for a new era of marketing, where speed, personalization, and instant analytics work together to achieve your goals.

“Google AI allows us to move beyond traditional approaches in advertising. It not only analyzes data but also enables personalization, reaching the right audience at the right time. This strategic functionality opens up unique opportunities for businesses to grow and achieve their goals. It automates processes, optimizes costs, and builds deeper connections with audiences. Companies integrating AI into their strategies are already a step ahead,” said Laura Aitmukhambetova.

In her presentation, Laura provided compelling examples of the impact of Demand Gen campaigns within Google Ads. Advertisers who uploaded both video and image assets to Demand Gen saw 20% more conversions at the same cost per action than those who uploaded video assets only.⁶ Advertisers who added Demand Gen to their Search and/or Performance Max campaigns saw a 14% increase in conversions.⁷

Laura also highlighted the pivotal role of AI in creative development. AI enables the production of high-quality ad materials with minimal time and resources. For example, it allows for the quick creation of vertical video content, which significantly boosts audience engagement.

These examples demonstrate that Google Ads powered by AI is a robust tool enabling businesses not only to enhance advertising efficiency but also to scale results in record time.

In marketing, AI allows for budget optimization, personalized customer experiences, and faster campaign activation by leveraging data. Spyros emphasized that companies ready to adapt their strategies to new technologies gain a competitive edge and unlock new opportunities for growth. AI is becoming the foundation for improved productivity and leadership in the industry.

A highlight of the event was the panel discussion, “Measurement as a Key Driver of Advertising Effectiveness in Google Ads,” featuring Nazhmeddin Kozha-Akhmet Nurkhozhauuly, CMO Central Asia & Caucasus at 1Fit; Arai Zhakanova, Head of Digital at Freedom Holding Corp.; and Alexander Degtyarev, Senior Managing Consultant at Mastercard Data & Services. Experts discussed key topics such as how data and analytics enhance ROI, the role of 1st party data in modern strategies, and the implementation of advanced AI algorithms to improve campaign performance.

Particular attention was drawn to the participation of artificial intelligence, represented by the Gemini, Google’s latest and most capable AI model . For the first time in the history of such events in Kazakhstan, AI became a full-fledged participant in the discussion. Gemini not only addressed questions about current trends in measurement and advertising effectiveness but also showcased the practical value of AI for marketers—demonstrating how its capabilities can assist in developing marketing strategies.

After the official program, participants continued their conversations in an informal setting, sharing experiences, discussing opportunities, and exploring potential collaborations.

The launch of the Google Ads Media Sales Representative program opens vast opportunities for Kazakhstani businesses, strengthening their position in the global digital ecosystem. The trends and innovations presented during the event clearly indicate that companies ready to adapt to change, leverage data, and integrate artificial intelligence into their processes will not only stay competitive but also become market leaders.

Start transforming your business today—connect with the experts on the Admixer Media website.

Sources:

1. Google/Ipsos, Фактор Релевантности, Март 2024, n=18,003, онлайн покупатели в возрасте 18+ US, UK, AU, BR, CA, FR, DE, IN, IT, JP, MX, NL, SG, KR, ES, TW, TH, VN.
2. Заказанное Google исследование, проведенное Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, AR, CO, BE, CL, PE, SE, NL, DK, FI, NO, PL. Опрошено ~n=500-1000 онлайн покупателей в возрасте 18+ на каждом рынке. Январь 2-8, 2024.
3. Бюро национальной статистики Агентства по стратегическому планированию и реформам Республики Казахстан, Statista; Statista Digital Market Insights
4. Внутренние данные Google (TrV In-stream, Video View Campaigns, In-feed, VAS) 2023; Datareportal, Казахстан, январь 2024.
5. Google/Ipsos, Video & Social Ad Impact Study, July 2023-August 2023.
6. Google internal data, Global, Jan 2024 through Feb 2024.
7. Google Internal Data, April – May 2024.