Advanced TV audience will keep expanding

Advertising products based on Advanced TV are a symbiosis of TV and digital solutions.

In terms of conversion and the technologies used, these products are digital, but at the same time, the ads are displayed on-screen in a professional content environment. Advertisers used to be wary of the duality inherent in this media channel: difficulties in determining the procurement model and the lack of association between a TV and a digital device led to limited use of this format. But after a while, Advanced TV became one of the most highly sought-after tools in the market.

Since the founding of the Advanced TV Committee, the growth rate of this media channel has exceeded 20% per year, with a segment volume of over 2 billion rubles. The tool has become sought-after thanks to the “big screen”, brand safety, and performance mechanics with a high engagement level.

Today, a major part of the market is occupied by targeted video advertising on Smart TV devices, with product development relying on new sources of audience data and measurement and validation technologies for the Smart TV environment.

Natalya Isangulova

Head of Advertising Products Department, Gazprom-Media Sales House

This year, the Advanced TV segment made progress thanks to the addition of digital monetization to the TV signal, which was ensured, among other things, by the capabilities of the Vitrina TV player and other project partners. Now ads are appearing within the TV signal in those environments and on those platforms where measurement and monetization were previously absent. We have already gauged the high demand and the powerful potential for further growth.

Interactive TV products continue to improve. After a slight dip in early 2021, interest in the product has increased, particularly among companies focused on conversion costs and cost-effectiveness. What sustains this interest is the high level of trust in advertising in a TV environment, which also affects the efficiency of this format, as it shows high CTR and conversion when using the advertising offer.

At present, the situation in the Advanced TV market is similar to that in the industry overall. Even though some advertisers have ceased ad placement, the recuperation dynamics are positive. There are new advertisers entering the Interactive TV segment, mostly major IT companies and banks, which value not only the media impact, but also conversion indicators. Regional advertisers and the SMB community are expressing interest as well. From their point of view, highly focused segmentation and regional targeting make the tool more accessible, opening up new opportunities.

The digital transformation of television is still ongoing in Russia. Old TV sets are being replaced by new Smart TVs. An increasing number of households are connecting their televisions to the Internet, leading to a rise in the subscriber base of telecom operators. The Advanced TV audience is experiencing stable growth and will only keep expanding over time.

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