Hybe Platform for launching Connected TV ads

The main articles are:

• IPTV (Internet Protocol Television)
• Mobile Advertising (Global Market)
• Mobile advertising (Russian market)

2025: Connected TV Platform Optimization

Hybe (part of Hybrid's AdTech ecosystem) has updated its own platform to launch Connected TV ads. The company has been developing the technology since 2023 based on the mobile DSP of the same name. As of April 2025, the coverage of the Russian audience in the platform is 13 million people, while the total coverage in Russia is 18 million people. The developer announced this on April 8, 2025.

Connected TV is a natural evolutionary step from standard TV advertising to mobile advertising. This technology allows you to broadcast advertising materials through Smart TV, as well as attribute installations on TV to screenings, as well as track targeted actions on mobile devices.

The Hybe team was one of the first to actively develop mobile CTV in Russia and provided the opportunity to advertise on TV and set-top boxes with the attribution of the advertised product to smartphones.

Hybe CTV advertising allows you to optimize performance and brandformance metrics based on your own AI stack and ML technologies that occupy high positions in the mobile advertising market. Among the advantages of the updated platform is working exclusively with the video format and only with official streaming applications installed on TVs and TV stations. As well as posting content on federal television, which viewers watch through applications on TVs and set-top boxes.

In addition, all the advantages of the Hybe platform are available: cross-platform identification and attribution, which allows you to track the user's path from Smart TV to a mobile device, reporting tools that provide detailed analytics of the effectiveness of advertising campaigns and an integrated AI assistant. Hybe Assist generates personalized recommendations for optimizing campaigns and makes it possible to apply them one click at a time, and also helps users quickly master the platform's functionality.

Cooperation with companies is possible according to the payment model dCPM (Dynamic Cost per mille). After initial testing, a transition to CPI (Cost per install) and CPA (Cost per action) payment models is also available.

Since 2023, more than 20 customers of the company have used the technology to launch CTV ads from Hybe.

We see TV screens conquering user time again. So, recently YouTube said that users give more preference to watching the service on TVs than on mobile devices. According to the company, the total time spent watching YouTube on TV exceeded 1 billion hours a day. Thus, CTV advertising becomes a must have tool in the portfolio of advertising inventory of brands. Hybe, for its part, is actively developing the technology, including constantly working on the quality of creatives and strategies for effective interaction with users. So, in partnership with the Go Mobile mobile agency for Avito, using CTV, we managed to expand our media presence, reach a new target audience of 2,845,000 people, and also reduce CPI (cost per installation of a mobile application) by 80%, "said Vladimir Khudyakov, co-founder and CEO of Hybe.

One of the important conditions for the effectiveness of CTV advertising is high-quality creative. We are proud of the advertising content that is posted by customers with our help, as it is high-quality and involving full-screen advertising. We take into account the best practices of CTV creatives, including foreign ones, such as safe zones and timing of the appearance of a QR code. We are also always ready to advise our clients and give them recommendations for the implementation of the most effective creative strategies for interacting with users, "said Alexander Sazanov, Product Manager at Hybe.

CTV is a nascent trend in the Russian market, we are organically moving towards a single ecosystem of Mobile + Smart TV. In addition to increasing knowledge of the brand and increasing the audience, this format helps to expand the performance strategy in the context of limited inventory in classical sources. At its core, the format seems purely media, but in fact it is great for solving performance problems due to the peculiarities of user interaction and tracking capabilities, - said Valeria Arzhilovskaya, Head of Mobile Performance Go Mobile.

Earlier, the Hybrid team said it had invested more than 500 million rubles in R&D and the development of its own ecosystem of advertising products based on artificial intelligence and machine learning. In 2024.