Yandex and NTV signed a collaboration agreement. Now it is possible to buy video advertising on NTV through the Yandex Advertising Network, both on air and on the program recordings that appear on the website ntv.ru and other online platforms that hold an NTV player. These video ads were previously sold through Gazprom-Media Digital, but now NTV guarantees practically all of the expected volume to Yandex.
Advertising on the NTV website and other platforms of Yandex’s video networks can be placed through an auction or at a fixed price. It is not necessary to film and edit a clip. Instead it is possible to construct it as a video addition directly from the text ad.
Yandex technologies help to target ads and evaluate the effectiveness of their placement. For example, the advertiser can see how many users watched the video to the end or went to the advertiser’s website. It is also possible to find out if the viewers remembered the ad and whether the recognition of the brand increased as a result of the ad campaign - this is done through a separate study Brand Lift.
“We are very happy about this agreement. Our technologies will open the doors to NTV for the representatives of small and medium-sized businesses, which, unlike big advertisers, usually cannot afford advertising on TV. NTV, on the other hand, will receive new partners with diverse and high-quality ad content,” said Leonid Savkov, commercial director at Yandex.
“We are seeing an increase in interest among website visitors to video content and we are constantly increasing the content’s volume. There are 10 to 25 hours of video uploaded to the NTV website daily. Yandex technologies and their analysis of the behaviour of the users while viewing advertising most closely correspond to our expectations about the interaction with consumers of online video,” said Andrey Klass, director of NTV’s online department. “I am confident that the experience of NTV as a creator and distributor of video content will help Yandex to put up even more effective models of working with video materials. At the same time, Gazprom-Media Digital remains for us a strategic partner with which we have been finding various forms of cooperation for several years and continue to work on various platforms and services.”