Yandex Ads全球业务发展总监Ilya Marin：CTV 如何重塑视频广告

Core Insights - Yandex Ads is a leading advertising technology platform in the Russian-speaking region, leveraging a 64% market share in Russia and over 170 million global monthly active users to connect Chinese enterprises with Russian-speaking audiences [1] - The platform has been focusing on video advertising and cross-screen marketing capabilities, particularly in the rapidly growing Connected TV (CTV) sector, which is becoming a vital area for advertisers [1][2] - Recent upgrades to Yandex Ads include enhanced cross-platform mobile app promotion features, allowing advertisers to reach users across mobile, desktop, and smart TV screens from a single interface [1] Group 1: CTV Market Dynamics - CTV is defined as a diverse set of scenarios where users can watch quality video content through connected devices, offering a blend of television-level engagement and digital measurement capabilities [2] - Russia is recognized as one of the most mature CTV markets, with a strong broadcasting tradition and an active online video ecosystem [3] - The emergence of a "single seller" model for CTV advertising inventory is being discussed, which could simplify media procurement for large advertisers but may also lead to reduced competition and innovation [3][4] Group 2: Advantages and Risks of Centralization - The advantages of a centralized sales model include simplified media procurement processes, accelerated standardization of measurement metrics, and predictable cross-channel advertising inventory packages [4] - However, risks include potential monopolization, leading to increased pricing power for sellers, reduced innovation, and a regression to less effective advertising practices [4][5] Group 3: Lessons for Chinese Advertisers - Key lessons from the Russian CTV market include maintaining competitive vitality in technology and creative innovation, investing early in measurement systems, and recognizing that advertisers have alternative options if CTV becomes too rigid or expensive [5][6] - A healthy CTV market requires transparency in pricing and operations, standardized and auditable measurement metrics, open APIs for data access, and space for experimentation with new formats and interactive experiences [6] Group 4: Recommendations for Chinese Brands - Chinese advertisers should view CTV as part of their performance marketing strategy, focusing on key performance indicators (KPIs) that link CTV exposure to actual results [8] - Collaborating with platforms that understand both the Chinese and local markets is crucial, as each region has unique ecosystems and user behaviors [8] - Testing should begin with clear hypotheses to guide creative content and measurement frameworks, rather than entering the market solely based on trends [8]