GPM Radio: less noise, more action!
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August 08, 2025
TV
Gazprom-Media Holding
Lyudmila Smirnova: Online TV has transformed from a startup into a key industrial video inventory
The advertising market in Russia grew by 22% in the first half of 2025, reaching 692 billion rubles. Meanwhile, as noted in a comment for RBK by Lyudmila Smirnova, Deputy CEO of Gazprom-Media Holding, local video platforms firmly occupy their niche. Online TV is becoming a significant and rapidly growing advertising channel with more than 150 billion ad impressions per year.
In the first half of the year, the federal and regional deficit of television advertising inventory decreased, making it accessible to brands again. Media holdings have also entered the digital video advertising market in volume.
The expert also noted that the online sales market is gradually reaching its peak, and the retail media segment, although still a growth driver, is already showing signs of saturation.
Meanwhile, internet advertising remains the largest segment of the market, having grown by 14%. Outdoor advertising shows the highest growth in the first half of the year, while television remains the anchor media with a budget increase of +13%.
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