The tool for demonstration of targeted video advertizing on devices of Smart TV

2019: Start of the tool for demonstration of targeted video advertizing on devices of Smart TV

On April 23, 2019 Mail.ru Group reported that they together with ivi online movie theater started the tool for demonstration of targeted video advertizing on devices of Smart TV. With its help advertisers will be able to broadcast relevant advertizing filmlets to users who watch video content of ivi on "smart" TVs. The product was developed together with ADV the Lab, R&D-дивизионом the ADV advertizing group.

Especially for the Mail.ru Group project developed approach which allows to target with a high accuracy advertizing on relevant audience through the myTarget platform. On the basis of the depersonalized data in a system the profile of a household in which the number of its participants and their key characteristics – a sex, age and income level are reflected forms.

Development of digital-advertizing leads to synergy of Internet technologies and traditional communication channels. Together with partners we are glad to provide to players of the market the tool which allows to show online video advertizing on devices, usual for users, – TV screens. Advertizing on Smart TV has one of key advantages in comparison with traditional TV-rollers – transparent analytics. Thanks to it, brands have an opportunity to increase efficiency of cross-platform placements and to optimize advertizing campaigns in network so that to receive the best results from video advertizing. Irina Alekseeva, deputy commercial director of Mail.ru Group

Advertisers can configure demonstration of videos on those households in which there are representatives of target segments of audience. Using the tool it is also possible to regulate the advertizing demonstration frequency that clients could use most effectively video within the set terms and budgets.

The audience of ivi online movie theater covers up to 90% of users of Smart TV that gives the chance to show video advertizing to a wide range of potential consumers.

Synergy of the usual TV-screen with classroom data, the personalized communication in Wednesday, comfortable for the consumer, is what advertisers from online video wait for. Smart TV covers this requirement, allowing to create products on a joint of two canonical channels – TV and digital. The platform offers bonus stock and considers market demand for delivery of the personal message. As a result the advertiser receives budget optimization, maximizing advertizing efficiency for solving of tasks of a brand and transparent analytics. Aleksandra Strelkova, director of advertizing of ivi online movie theater

The Mediascope research company carried out test measurements and verification of advertizing placements on Smart TV together with Mail.ru Group. Results of the waged campaigns showed that the provided tool allows to cover target audience with an accuracy of 80%. For April, 2019 further cooperation and start of measurement on a permanent basis are discussed. Results will be able to contain information on quantity of exits of advertizing, a scope of resources among households and users, including on target groups and also targeting accuracy on target audience.

The ADV advertizing group already started video advertizing on devices of Smart TV for a number of clients. One of the first the tool was tested by Reckitt Benckiser company (the brands Nurofen, Strepsils, Finish, Air Wick, Vanish and others).

One of the most important features of traditional television is a high quality of contact with audience. Smart TV, having this characteristic in combination with a possibility of address interaction with the consumer, is the ideal communication channel in modern realities. And thanks to the product developed together with our partners we will be able to turn it into the full-fledged performance-tool. Igor Perevozchikov, head of ADV Lab and Benchmark