The advertising market is transforming: digital screens, telegram exchanges, and AI tools — how the inventory and strategies of leading players are changing

The advertising industry continues its dynamic expansion, embracing new digital channels, offline contact points, and optimization tools. Against the background of growing competition and demands for transparency and personalization, major market players are launching innovative solutions that change the principles of interaction with the audience.

Yandex launches Telegram Channel Exchange

A key innovation was the integration of Telegram into the Yandex advertising cabinet. Advertisers can now select specific channels and place ads directly through the Yandex. Direct interface. The format works according to the fixed CPM model (price per thousand views) set by the channel owner. This is an alternative to traditional auctions, where the price is determined by demand. You can connect to the system via your merchant profile after passing moderation. All ads are automatically labeled with ads.

VK enhances AI functions and introduces audio formats

An AI editor for advertising texts has been launched in the VK Advertising ecosystem. It checks ads for compliance with moderation rules and grammatical norms, and offers automatic corrections and recommendations for improving performance. Also added the ability to compare ad performance with competitors-by CTR, CPA, and CR. Color scales show how much indicators deviate from the median values in the category.

Additionally, there are tools for creating and running audio ads. In the "Recognition and Reach" section, you can upload a video that lasts up to 30 seconds and add a visual creative that accompanies playback. If necessary, the video clip can be created using the voice assistant. Previously, audio formats were only available through third-party services.

Wildberries and DOOH advertising development

Sellers of the marketplace now have the opportunity to launch campaigns on screens placed at order collection points. In test mode, access is open to a part of WB users.Ads". Commercials are broadcast on vertical screens in 9:16 format, and placement is based on the auction model. You can use funds from your internal account to pay for campaigns.

In parallel with this, Wildberries and Russ are creating their own advertising data operator-RVB Platforma LLC. A new market participant must ensure that information is transferred to the Unified Register of Online Advertising (ERIR) and support the growing digital advertising traffic. The platform is scheduled to launch in the near future.

Admetrix reduces the time for receiving outdoor ad data

In the outdoor advertising segment, updates have been implemented in the Admetrix system. Now media metrics (including OTS, coverage, and frequencies) are available on the fourth day after posting, significantly reducing the previous 15-day period. This allows media planners to track results almost in real time, including taking into account the hourly traffic dynamics of digital structures.

With the expansion of the system by connecting Insight Media, coverage in Moscow and the Moscow region has significantly increased. Monitoring includes screens on key transport routes, shopping malls, and media carriers, including Digital Towers and two-way LED screens at airports.

Beeline installs screens in Lenta

Another major change in DOOH advertising is the installation of 2,000 digital screens in more than 400 Lenta stores. Until the end of the summer, inventory will be placed above cash registers: 50-inch screens — in hypermarkets, 42-inch screens - in supermarkets. This creates an additional point of contact with the audience at the time of purchase, increasing the effectiveness of campaigns aimed at impulse consumption and awareness.

The market is accelerating and segmenting

The advertising market shows several stable trends at once: the growth of investments in native and gamified formats, the development of DOOH with an emphasis on analytics and engagement, as well as the integration of instant messengers and gaming platforms into media strategies.

Digitalization of outdoor advertising, automated analysis and personalization of ads are becoming the standard. New tools allow businesses to quickly test hypotheses, scale successful practices, and increase contact with their target audience both online and offline.