GPM Ads and Qvant discuss the GPM Partner Network

One of the key advantages of this new AdTech product is the integrated acquisition of video ad inventory through a “one-stop” seller platform. GPM Ads and the Qvant (part of GPM Ads, the sales house of Gazprom-Media Holding), share the story of launching the GPM Partner Network. This product now unites more than 500 partner platforms and is in high demand, with over 400 brand case studies across various categories. The joint team told Sostav about the network’s unique features and how it works.

About the GPM Partner Network

Launched in 2023 by GPM Ads and Qvant, GPM Partner Network aims to maximize ad campaign reach. Today, it encompasses over 500 platforms: thematic websites with a broad and engaged audience. In Q3 2024 alone, the Partner Network delivered 450 million ad impressions¹. Since its launch, over 400 case studies across different formats and market segments were implemented.

The sales house experts highlight a major benefit of the GPM Partner Network: integrated acquisition of video ad inventory through the “one-stop” seller platform of GPM Ads. The seller offers multi-format and cross-platform placement on any platform within the network. Advertisers do not need to sign multiple contracts with publishers or communicate with the ADO.

Qvant acts as the network’s technology partner. Qvant is responsible for the development of engagement mechanisms and customized interactive creatives, as well as communication with the network platforms. In this way, Qvant streamlines communication with the client. This makes it possible to launch a campaign in the shortest possible time, the team notes.

Network highlights

One of the strengths of the GPM Partner Network, according to the experts of GPM Ads and Qvant, is its two flagship sub-products: the Smart TV package and a bundle of customizable interactive formats. Smart TV has been gaining momentum lately. J’son & Partners Consulting reports that in 2023, more than 80% of TV sales involved a “smart” unit. Game console owners are also using Smart TV digital services for family viewing.

The Smart TV package in the GPM Partner Network includes services such as the PREMIER online cinema (part of Gazprom-Media Holding), Sputnik 24, Peers TV, Showjet, Vintera.TV, CTV, Lime, and others. The advantage of the package is not only the reach² of over 23 million devices and 56 million users, but also the synergy of the traditional TV, i.e., large screens and high view-through rates, and digital TV with its targeting and verification capabilities. Advertisers can use both pre-roll and mid-roll formats.

Another key feature of the GPM Partner Network is the ability to customize creatives. Interactive elements that are natively integrated at the end of brand video ads allow advertisers to motivate viewers to scan QR codes. This is particularly important for boosting conversions in conventional, non-clickable formats. According to AdFox’s 2024 data, over 70% of advertisers return to place their ads via the Smart TV package. In turn, this high repeat rate serves as a key metric for assessing the effectiveness and demand for the product, notes the team of GPM Ads and Qvant.

[The GPM Partner Network also offers high-reach formats with an established multi-million audience, including content roll and instream. Content roll enables video ads on platforms lacking their own video content, while instream integrates ads as pre-roll, mid-roll, and post-roll options. Instream-based interactive formats include additional mechanics that allow to tailor creatives to client’s goals and engage the target audience more effectively. Additionally, platforms can include various campaign features such as a shared frequency caps, geo, sociodemographics, and other flexible settings for optimal targeting and budget optimization.

Alexey Krupenin

Director of Digital Advertising Sales Department of GPM Ads

In a market with highly limited advertising inventory, we pay special attention not only to fraud prevention and unscrupulous platforms, but also to scaling a sustainable base of trusted sites with quality audiences as a compelling alternative for demanding clients. The GPM Partner Network is our product response to the market demand for brand safety and return on advertising investment.

Vyacheslav Potepko

Chief Executive Officer of Qvant

With just over 10 years in the market, Qvant has built a base of reliable partners. And with that, we offer high-quality inventory to advertisers. Our technological expertise allows us to aggregate significant demand and easily scale and customize any request across platforms. Smart TV and interactive formats are now established as effective, high-reach formats on Gazprom-Media Holding’s inventory and partner platforms. Together with GPM Ads, we are responding to the needs and challenges of the market: advertisers get the wide-reaching, high-quality inventory, while platforms receive additional advertising budgets.

¹According to data from AdFox, Q3 2024

²AdFox data, 2024

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