Yandex Media Platform for Smart TV

Main article: IPTV (Internet Protocol Television)

2025: Launch of tools to promote brands in video content

Yandex launches tools to promote brands in, video content SmartTV as well as a banner format - a TV billboard. Yandex technologies will help manage advertizing campaigns and analyze their effectiveness. The company announced this on April 24, 2025.

Advertisers of the Directive can run advertising campaigns in video content that users watch from smart TVs. The large image format and the included sound ensure high visibility of the advertising message.

The auction payment model allows you to more flexibly set up an advertising budget. The ability to set targets, optimize settings during the campaign and analyze the result helps to more accurately achieve business goals. In test mode, business now has research available to analyze the effectiveness of campaigns: how the number of search queries from users (Search Lift), the number of visits to the site (Visit Lift) changed after viewing the ad, how the brand perception changes during the campaign (Brand Lift).

In addition to video advertising, a banner format has become available to businesses in devices operating system YaOS with a TV billboard. The banner is displayed on the home page when turned on, TV under the search bar and on the TV channel selection page.

One of the qualities of a TV billboard is that the user can go to a page with a description of the brand's offer by clicking on a banner or through a QR code. Mechanics with a QR code are already being tested for video advertising. Research - Brand Lift, Search Lift, Visit Lift and Target Lift - will also help advertisers assess the effectiveness of placement.

Advertising in Smart TV allows the business to expand its reach, so it will be useful to attract a new audience, increase brand awareness and generate demand.

{{quote 'We see great potential in the development of the Smart TV direction. Already in April 2025, there are tens of millions of smart devices in Russia. Every year they become more affordable, their popularity is growing. For advertisers, this is an opportunity to interact with an audience that almost does not intersect with classic TV or switch from it to online viewing. In 2025, we plan to develop the Smart TV direction, responding to a market request: expand inventory and connect new partners, add new formats and mechanics of interaction with advertising, - said Elizaveta Smirnova, head of media projects at Yandex Advertising. }}

2022: Release of 6 models of Hiper smart TVs on the Yandex TV platform

On August 5, 2022, the HIPER brand, one of the manufacturers of consumer electronics in the Russian market, introduced smart TVs based on the Yandex platform. As of August 2022, the HIPER range has 6 models with diagonals from 24 to 65 inches, among which the user will be able to choose a TV for his requirements and budget. Read more here.

2020

Announcement of Hyundai Smart TV with Yandex multimedia platform

On November 23, 2020, the company Hyundai presented two series Smart TV with a multimedia platform Yandex and "." voice assistant Alice More. here

How Novex's Smart TV and 4K Platform

On August 3, 2020, the M.Video-Eldorado group announced the expansion of the production of equipment under its own trademarks. M.Video under the Novex brand begins selling TVs in the middle price segment with popular Smart TV and 4K functions at affordable prices on the Yandex multimedia platform. Read more here