Media advertising sales have undergone significant changes over the past decade — not in the sales technique itself, but in the volume of effort required to achieve results. Olesya Nagornaya, head of sales for TNT and TNT4 at GPM Advertising, has risen through the ranks from manager to director and launched her own interview project "Path to the Top." Her experience shows how to build brand partnerships instead of simple placements, why it's important to expand your sales funnel during crisis periods, and what role artificial intelligence plays in preparing for negotiations with brands.
How media advertising sales have changed over the past decade
The basic principles of sales have remained the same: meeting, presentation, deal closure. What has changed is the scale of effort required. The market has weathered several crises, and during difficult periods you need to expand your funnel — conduct more meetings, call more clients, actively search for entry points. The direct correlation of "more sales equals more earnings" forces sales managers to constantly stay sharp.
The structure of the advertising market has become more complex: it's now an ecosystem of sales houses, agencies, advertisers, and partners. Sponsorship projects increasingly use partnership logic rather than classic integrations. A brand doesn't simply appear in content — it becomes part of the project's concept and strengthens it.
Partnership instead of placement: the "Titans" project case study
One notable case is the collaboration between a major bank and the show "Titans." We managed to find several natural points of intersection: similar naming, the theme of artificial intelligence and high technology, which works organically for the show's concept and the partner's objectives. The brand isn't just present within the project — it strengthens the overall concept.
The partnership is now in its fourth season. This is an important indicator: the value of partnership doesn't diminish over time; the chosen approach works for long-term prospects. For marketers, this means integrations should be built not around logo placement, but around meaningful intersection between the brand and the content.
How artificial intelligence helps prepare for meetings
AI is primarily used in sales for speed. Before a meeting, you can ask AI to quickly gather information about the advertiser and their previous placements. It can suggest an initial point of intersection between the brand and the project or establish a starting creative framework.
However, AI cannot come up with a breakthrough idea or close the sale for you. After initial preparation, brainstorming is still required — either independently or with your team. Artificial intelligence saves time on routine tasks but doesn't replace strategic thinking and the ability to build client relationships.
"He who is happy is right" — this phrase from one interview helps avoid spending energy proving your point and instead focus on results.
Checklist: how to prepare a brand partnership integration in content
- Gather information about the brand's previous placements — use AI for initial analysis, then verify key case studies manually.
- Find points of intersection between the brand and content: similar naming, common themes, values, technologies.
- Define how the brand strengthens the project's concept rather than just appearing on screen — this is the foundation of partnership integration.
- Conduct a brainstorming session with your team: AI will suggest starting ideas, but humans create the major creative concept.
- Build in the potential for long-term collaboration — if the integration is organic, the partnership can continue for multiple seasons.
- Measure not just reach, but how the audience perceives the integration: surveys, comments, brand mentions associated with the project.
How to expand your sales funnel during a crisis
During difficult periods, the traditional funnel narrows: clients cut budgets, delay decisions, and demand more justification. The strategy of funnel expansion means increasing the number of meetings, calls, and potential entry points. It requires more time and effort, but it allows you to compensate for lower conversion rates at each stage.
For a sales manager, this means the need to constantly stay in top form. Sports, reading fiction before bed, and creative projects help restore resources. Olesya Nagornaya wakes up early and dedicates three to four hours before her workday starts to additional activities: sports, her interview project "Path to the Top," and video shoot preparation.
Beyond-the-horizon goals and team motivation
The concept of "beyond-the-horizon goals" — setting objectives that lie beyond your usual scope — helps you avoid limiting yourself to current capabilities. When you have a big goal, the determination to achieve it, and willingness to work hard for it, your chances of success become much higher.
For a sales department director, this means the ability to inspire your team to think on a larger scale. Goals should be ambitious yet backed by concrete actions: number of meetings, expanding your client base, finding new integration formats. In a challenging market year, the task is not just to meet targets but to maximize client budgets.
Frequently asked questions
How does artificial intelligence help with advertising sales?
AI gathers information about the advertiser and their previous placements, suggests initial points of intersection between brand and content, and establishes a starting creative framework. However, AI doesn't replace breakthrough ideas and sales — that requires brainstorming and client work.
How does partnership integration differ from classic placement?
Partnership integration is built around meaningful intersection between brand and content: the brand strengthens the project's concept rather than simply appearing on screen. Classic placement is displaying a logo or mentioning a product without deep connection to the format.
How do you expand your sales funnel during a crisis?
Increase the number of meetings, calls, and potential entry points — this compensates for lower conversion rates at each stage. It requires more effort, but it allows you to maintain deal volume even when client budgets are cut.
In brief
- The basic rules of sales haven't changed in ten years, but crisis periods require expanding your funnel: more meetings, calls, and searching for entry points.
- Partnership integrations are built around meaningful intersections between brand and content — such projects can run for multiple seasons, like the bank's collaboration with "Titans" (four seasons).
- AI helps gather information about advertisers and suggest initial integration ideas, but humans create the major creative concept through brainstorming.
- Beyond-the-horizon goals — ambitious objectives beyond your usual scope — help sales teams avoid limiting themselves to current capabilities and explore new formats of working with brands.
- To maintain resources, a sales manager should prioritize sports, reading fiction, and creative projects — this helps stay sharp under high pressure.
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