Mail.ru Group began to show ads in sync with television advertising

Over time, not only the habits of users change, but also the ways of interaction with the audience from major brands - Mail.ru Group began to show online advertising of brands synchronously with the release of video clips on television. This information was confirmed by the deputy general director of the Internet holding Dmitry Sergeyev to the Vedomosti edition. A partner in this project was the research company TNS, which at the same time deals with the monitoring of advertising videos on the air. It is noteworthy that TNS can launch similar services together with other partners.

“When there is a commercial on any federal channel -“ First ”,“ Russia 1 ”, STS, TNT, etc., we can show advertising of the same brand in the news feed of our social networks for five minutes.
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Studies show that more and more people are watching TV from computers and smartphones on the Internet, communicating in social networks, ”Dmitry Sergeev explained to the publication.

All interested advertisers can now use the new service provided at no additional charge. For Mail.ru Group, the development of the advertising business is strategically important - in 2015, for a total revenue of 39.3 billion rubles. nearly 14.6 billion accounted for advertising. The income of the Vkontakte division is growing faster than the entire holding - 44.2% against 10% of the holding.

Against the background of the latest information on the creation of a single seller of television advertising on the territory of Russia, this approach can significantly simplify the advertising of its own products and services for major brands. Gazprom-Media, All-Russian State Television and Radio Broadcasting Company and the National Media Group, which will be able to control about 90% of all advertising in this segment, will create the company specializing in the sale of TV advertising.

But even all this is unlikely to save the television advertising market - last year advertising expenditures in it decreased by 14% to 136.7 billion rubles, while in the network they grew by 15% to 97 billion rubles. However, it still remains particularly relevant for consumer goods, while for more specialized services advertisers increasingly prefer to use advertising on the network.