Kh5 Media Advertising Office

Main article: Business Process Management

2025: Friends & Family Format Ad Cabinet Launch

Kh5 Media launched its own advertizing cabinet in Friends & Family format for planning digital instore campaigns trade on Kh5 networks. Access to the platform is pointwise provided to partners - advertising agencies - for beta testing of functionality and collecting feedback from users. The company announced this on April 11, 2025.

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Фото: Х5 Media

X5 Media is actively working to create its own advertising platform. One of its key elements is the advertising cabinet: now users will be able to independently configure digital instore campaigns, as well as receive a calculation of key placement indicators, such as OTS (Opportunity To See), coverage and frequency of contact. You can place ads in more than 25.5 thousand stores Five"," "" and Intersection"" Siskin- on domestic radio and 50 thousand surfaces on digital screens and self-service cash desks. Thus, the Kh5 Media cabinet will optimize the process of planning and launching advertising campaigns, making it more autonomous and seamless.

When creating a campaign, the user can select an advertiser, brand, category, placement dates, retail chains and inventory type, determine the location geography by selecting specific cities or regions. In the detailed configuration step, you can adjust the parameters of commercials, for example, change their length and frequency, as well as determine the number of stores in each city. In the future, it will be possible to download address lists of outlets in which placement is required, and find the necessary stores of X5 Group chains in a certain location.

The X5 Media team is building a comprehensive platform that will be the basis for automating the management of all advertising capabilities of the X5 Group. In November 2024, we announced the launch of our own advertising cabinet - this is one of the most important stages in the technological development of the business. In 2024, we have already implemented almost 3,000 advertising placements in digital instore and ecom. Our goal is to combine work with offline and online inventory in one interface. This will allow clients from different fields to customize omnichannel advertising campaigns for the individual needs of the audience, relying on deep sales analytics and receiving high-quality performance statistics, "said Carolina Sokolova, Managing Director of Kh5 Media.