Transformation of video advertising: trends and new opportunities main photo

July 23, 2025

Digital

Transformation of video advertising: trends and new opportunities

Alexey Krupenin, Director of Digital Advertising Sales Department at GPM Ads, CEO of Getintent, spoke about the key shifts currently taking place in the digital advertising market. Below are the main takeaways from his interview at Group4Media’s Summer Forum “Generations”.

RUTUBE as a growth driver

Alexey Krupenin

Director of Digital Advertising Sales Department, GPM Ads, CEO of Getintent

The shortage of video inventory observed in previous years has largely been mitigated. This is due in part to the rapid development of domestic platforms, including RUTUBE. Over the past year, the audience of this national video hosting platform has increased by 72%, reaching 80 million users. According to independent research, RUTUBE has already surpassed YouTube in terms of its share of views and now leads among other video platforms.

Alexey notes the following key success factors:

Content diversity: RUTUBE features both UGC and licensed projects.

User engagement: More than 4 million channels are registered on the platform, nearly three times more than a year ago.

Integration with other services: In 2026, RUTUBE, PREMIER, and Yappy are expected to merge into a unified video ecosystem for brand promotion.

Technological boost

Alexey Krupenin

Director of Digital Advertising Sales Department, GPM Ads, CEO of Getintent

The Russian market has entered a phase of stabilization, yet competition for consumer attention continues to intensify. While Western brands are attempting to return to Russia, their former market share has already been claimed by local players. In the current environment, advertising technologies—particularly the adoption of best-in-class global solutions—as well as market consolidation, are becoming increasingly important for strengthening market positions.

Efficiency and automation

Alexey emphasized that programmatic advertising is not a standalone solution, but rather a tool that must be used in combination with other media channels. Artificial intelligence plays a critical role here: 97% of advertising agencies in Russia already use AI-powered solutions. Getintent also sees strong potential in this field and has developed an AI assistant that provides improvement recommendations based on past campaigns.

The development of digital advertising is driven by the synergy of technology, high-quality content, and deep consumer insights. A focus on domestic platforms, the adoption of generative AI models, and adaptation to Gen Z’s preferences are expected to be the main growth drivers in the coming years.

GPM Ads, RUTUBE, PREMIER, Yappy are part of Gazprom-Media Holding.

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