Gazprom-Media Sales House launches new advertising product

The Streaming Ads solution introduces a new approach to placing ads within TV channel streams that leverages the fundamental capabilities of digital inventory.

We can identify several key stages in the evolution of television over the past twenty years. Initially, TV consumption was limited to traditional broadcasting. Then it was supplemented with digital content, which involved the presence of TV channels on social media platforms. This created a new system of TV consumption, which allowed Gazprom-Media Sales House to offer the market opportunities for expanding media platforms through the Holding’s digital TV resources and integrations with TV celebrities.

Today, the act of watching television has expanded far beyond the confines of the traditional TV set and has evolved into a multi-screen experience. For example, while linear TV viewing was previously limited to the “primary” screen, there has been a significant increase in the trend of consuming TV content in linear mode via the Internet. With the emergence of TV streaming, its audience has been growing at an incredible rate every year, along with its share of TV consumption.

Noting the advertising potential of streaming, Gazprom-Media Sales House has developed a new solution for brands: Streaming Ads. It will serve as a partial compensation for the gap in the industry caused by the current shortage of professional OLV inventory, which resulted from the withdrawal of Western platforms from the market.

Gazprom-Media Sales House regularly tracks where audiences are migrating, and designs advertising solutions in audience growth zones. The Streaming Ads product is built upon the viewers’ interest in linear TV consumption in a digital environment. At the same time, it meets the high demand by the advertisers for premium brand-safe content and provides digital inventory capabilities: measurement, targeting, verification, and frequency management.

It does not matter whether the viewer watches content in an online cinema on their computer, connects to a TV channel through a telecom operator’s app on a mobile device, or uses linear television on a Smart TV. All screens feature a Streaming Ads block. Advertisers can place video ads in-stream, integrating them into Gazprom-Media Holding’s channel content on any device: Desktop, Mobile, or Smart TV. There are two formats available for purchase:

Pre-roll, which is produced before the channel is turned on.

Mid-roll, which replaces the regional TV ad block.

Integration with channel streaming enables A/B testing of creative content and ad-hoc research.

Furthermore, the Streaming Ads technology can be used for assessing brand metrics growth (brand lift) throughout the campaign.

Guaranteed brand safety of TV content is another benefit of the product. The Streaming Ads product also has a lower entry threshold than traditional TV advertising, making it affordable to the SME segment.

Roman Saifutdinov

Senior expert at the Project Management Department, Gazprom-Media Sales House

Streaming services have been available to users for several years now, but until now, many viewers did not understand how to watch TV on their phones, laptops, and other devices. There was no advertising model for streaming either, until very recently. Which is why our task was to turn streaming into a holistic advertising product, and to expand Gazprom-Media’s video network. And that’s exactly what we did!

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