The Rutube team is expanding advertising opportunities in the smart TV market by launching its own partner network. Now, ad placement is available not only within the video service but also on device home screens and in partner applications. This was announced by the press service of Digital Assets of Gazprom-Media Holding.
According to the company, connecting the partner network allows for an increase in the potential reach of advertising campaigns by up to 40%. Advertisers have access to several formats: video clips when switching TV channels, advertising in streaming and VOD content, banners on home screens, pop-up messages, and integration into content search and selection sections.
Rutube notes that this model makes it possible to interact with users at different stages of device use – from turning on the TV to watching video content. Some formats include QR codes for navigating to the advertiser's website or page.
The company considers the development of advertising inventory for smart TVs as one of its key directions. According to J'son & Partners Consulting, about 61 million of these devices are used in Russia, with over 7 million new TVs sold annually.
