作为俄语区领先的广告科技平台，Yandex Ads 依托 Yandex 搜索引擎 64% 的俄罗斯市场份额，以及覆盖 超 1.7 亿全球月活用户的生态优势，已成为连接中国企业与俄语区受众的核心桥梁。其业务覆盖搜索广 告、展示广告、应用营销等多元领域，尤其在俄罗斯数字广告市场深耕多年，见证并推动着联网电视 （CTV）等新兴领域的发展。 近年来，随着CTV在俄罗斯乃至全球的快速发展，Yandex Ads 持续加码视频广告与跨屏营销能力，助 力广告主在变革中的媒介环境中实现增长。近期，Yandex Ads 宣布升级跨平台移动应用推广功能，新 增CTV及桌面设备投放支持。通过此次升级，广告主可通过单一界面实现移动端、桌面端与智能电视屏 幕的全域覆盖，进一步拓展在俄罗斯数字市场中的用户触达场景。在此背景下，Yandex Ads全球业务发 展总监Ilya Marin分析了CTV在俄罗斯的发展逻辑、市场趋势，以及其对全球广告主，尤其是正加速出 海的中国企业所带来的启示与机遇。 以下为采访全文。 CTV 的独特魅力不仅在于屏幕尺寸，更在于它融合了电视级的用户关注度与数字级的测量及定向能 力。在完善的 CTV 体系中，广告主购 ...

Core Insights - Digital advertising has been a reliable growth engine for the business world over the past two decades, but it is now experiencing a slowdown after 16 years of double-digit growth, with future growth expected to remain in single digits [3][4][26] - The decline in search advertising is a significant factor contributing to this slowdown, as AI is disrupting the traditional search ad model, leading to reduced click-through rates and lower ad revenue for platforms like Google [4][10][27] - Retail media is capturing the traffic that search ads are losing, as e-commerce platforms like Amazon and Walmart optimize the shopping experience by integrating ads directly into their environments [7][19][24] Search Advertising Decline - Search advertising, once a reliable choice for digital marketing, is facing challenges due to AI's impact on user behavior, which reduces the need for clicks and diminishes the value of ad placements [4][8][27] - eMarketer predicts a compound annual growth rate (CAGR) of only 6.8% for search advertising in the coming years, which is lower than the overall digital advertising growth rate [4][19] Retail Media Growth - Retail media is becoming a significant player in the digital advertising landscape, with a projected growth rate of 22.3% in 2023, driven by its proximity to the point of purchase [19][20] - However, growth is expected to slow down to 10.2% by 2029, as inventory saturation and privacy concerns limit the effectiveness of external advertising [20][24] Display Advertising Resurgence - Display advertising is experiencing a revival, with a projected CAGR of 9.8% over the next four years, as its format evolves to include more integrated and engaging ad experiences [11][15] - The integration of AI in creative production is enhancing the effectiveness of display ads, allowing for real-time optimization and better targeting of audiences [15][18] Changing Budget Allocation - Advertisers are now required to be more flexible with their budget allocations, shifting funds to the most effective channels as traditional models become less reliable [26][29] - The competition among platforms is shifting from sheer traffic volume to providing a complete advertising solution that maximizes efficiency and return on investment [29]