Kh5 Media launches new video banner format at self-service checkouts in Pyaterochka

2025

Start Video Banner at Self-Service Desks

X5 Media continues to expand digital instore tools to promote goods and services in X5 Group retail chains. The number of self-service cash desks (CSR) in the Pyaterochka retail network, on which advertisers can post their messages, has increased to more than 50 thousand. X5 Media also launched an advertising format on them - a video banner on the main screen. Advertising on CSR will allow brands to reach more than 17.4 million buyers of the Pyaterochka network daily. X5 Group announced this on September 22, 2025.

The video banner is located at the top of the self-service ticket screen and is displayed before each session of using the device. The format allows you to place both still images and videos. Such advertising messages are more noticeable and organically fit into the purchase process. Advertising on the main screen of self-service ticket offices is available on 50,536 devices in more than 19 thousand outlets of the Pyaterochka network. Previously, this format appeared in Perekrestok supermarkets.

The number of self-service checkouts is constantly increasing: since the beginning of this year, Pyaterochki has increased by 30% throughout the country. The popularity of this advertising surface with partners is also growing. In the first half of 2025, the number of advertising placements at CSR increased by 64%. Advertising on the CSR main screen is displayed at the moment of maximum concentration of the buyer's attention and does not compete with other messages, which positively affects the recognition of the advertised brand and audience involvement, "said Natalia Pechenkina, head of digital instore inventory development at X5 Media.

Already in September 2025 in Pyaterochka, CSR accounts for about 42% of network traffic. CSRs are more actively used by young people under 29 and buyers aged 41 to 58. Also, cash registers are often used by adults with children under three years old, including to captivate the child with the purchase process.

X5 Media also offers a full-screen format for advertising, which is broadcast in standby mode of the CSR device. In addition, advertisers can advertise on digital screens in the cash zone in Pyaterochki in 14 million-plus cities or launch audio ads in chain stores throughout Russia. In total, X5 Media offers brands more than 15 communication channels in an offline and online environment. Digital instore inventory X5 Media covers 90% of the country's cities and includes almost 73 thousand digital surfaces in Pyaterochka and Perekrestok stores, as well as audio advertising in 28 thousand outlets Pyaterochka, Perekrestok and Chizhik.

Doubled the number of digital screens

Kh5 Media actively increases the volume of digital instore inventory and expands the geography of coverage in Kh5 retail chains. Now advertizing the formats of the "" retail network only Five allow brands to reach 20 million customers across the country daily. This was X5 Group announced on June 11, 2025.

Since the beginning of the year, the number of digital screens in the checkout area in Pyaterochki has doubled - today more than 5,850 surfaces are available for advertising in almost three thousand stores in 11 million-plus cities. This allows you to reach more than 5.5 million people per day. Recently, X5 Media advertisers - both suppliers of Kh5 retail chains and non-suppliers - have the opportunity to advertise in the Pyaterochek cash zone in Yekaterinburg, Krasnoyarsk, Kazan and Samara. Previously, digital screens were installed in chain stores in Moscow, St. Petersburg, Novosibirsk, Nizhny Novgorod, Krasnodar, Ufa and Omsk.

From January to May 2025, the number of Pyaterochka outlets with self-service cash desks at which advertisers can launch a campaign increased by 20% to 15,410. Also, the coverage of audio advertising on domestic radio in the retail network reached 100% - it is available in each of 23,363 stores throughout the country.

We are increasing our presence in all regions of Russia, including large cities, and offering new opportunities for advertisers. Thus, X5 Media provides video advertising on the Pyaterochka network on more than 44 thousand digital screens and self-service cash registers in 18,368 stores. At the same time, audio advertising is available at each outlet, - said Natalia Pechenkina, head of the development of advertising offline inventory X5 Media.

Kh5 Media is responsible for the development and monetization of digital instore advertising not only in Pyaterochka, but also in the Perekrestok and Chizhik retail chains, providing audience coverage in more than 90% of Russian cities.