Digital Video Advertising in Russia
RMAA helps international brands buy digital video in Russia: online cinemas, CTV, VK Video and the Yandex Video Network. One team runs your strategy, media buying, ERID registration and reporting
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Where Video Ads Can Run in Russia
There are four main types of video inventory you can buy in Russia. Most campaigns mix two or three of them, depending on what you are trying to achieve.
Online Cinemas
Russia's online cinemas (OTT streaming services) are paid platforms for films and series. They are the premium domain for pre-roll inventory. Their audiences are urban, premium and pay close attention to ads. Kinopoisk, Okko, IVI and KION lead this segment.
Video Hosting Platforms
This is where daily video consumption happens in Russia: bloggers, music, news, gaming, and user uploads. Reach is huge. Quality varies, so creative and contextual targeting matter. VK Video and RuTube dominate the local market.
Yandex & VK Ecosystems
Yandex and VK are Russia's largest digital ecosystems. Through Yandex Direct and VK Ads, you can run video across owned-and-operated properties and partner inventory from a single ad platform alongside your search and display activity.
CTV & Smart TV
CTV (Connected TV) is a television set connected to the internet. That usually means a Smart TV, a set-top box or a streaming stick. Russian streaming apps run on every major Smart TV brand, and inventory is bought programmatically against household reach.
Russian Video Audience: Reach, Subscriptions and Devices
Top Video Hosting Platforms
This table shows monthly active users of major video hosting platforms in Russia as of January 2026. VK Video and Rutube are fully bookable for advertising. YouTube is throttled and accessible only via VPN. Its 65.9M MAU figure reflects the VPN-using audience and is not bookable as ad inventory.
#
1
2
3
Platform
1
VK Video
2
YouTube
3
RuTube
Monthly Users (Jan 2026)
1
82.8 million
2
65.9 million
3
47.7 million
Availability in Russia
1
Fully available
2
Available via VPN
3
Fully available
Source: Mediascope, January 2026
Top Online Cinemas
This table shows subscription penetration of major Russian online cinemas among urban residents aged 16–55, Q1 2026. 'Total' covers all subscribers, including those with access bundled through Yandex Plus, Sber Prime, MTS Premium and similar parent-company subscriptions. 'Paid' covers those on a direct paid subscription to the cinema itself. The gap between total and direct paid subscriptions helps estimate the role of bundled, indirect or non-direct access models, which matters when planning AVOD and hybrid video campaigns. This matters for advertisers planning AVOD or hybrid campaigns.
#
1
2
3
4
5
6
7
Platform
1
Kinopoisk
2
Okko
3
IVI
4
Wink
5
KION
6
Premier
7
Start
Subscribers (% total)
1
27%
2
14%
3
11%
4
11%
5
9%
6
4%
7
3%
Subscribers (% paid)
1
22%
2
11%
3
9%
4
8%
5
7%
6
3%
7
2%
Smaller services each at ~1% subscriber share: Beeline TV, Tricolor, Smotreshka, Amediateka.
Source: AdIndex, Q1 2026
For ad-supported reach in Russia's premium video segment, Kinopoisk leads with the largest urban audience, followed by Okko and IVI. The Yandex Plus and Sber bundles make Kinopoisk and Okko especially dominant on subscription-attached devices
Market Share of Connected TV (CTV) and Smart TV Devices in Russia
This donut chart shows the market share distribution of active Connected TV (CTV) and Smart TV platforms in Russia. Android TV / Google TV dominates the market, while YaOS/Yandex TV, VIDAA/Hisense and Salyut TV hold smaller shares.
- Android TV / Google TV - 45%
- YaOS / Yandex TV - 16%
- VIDAA / Hisense - 8%
- Salyut TV - 7%
- Samsung Tizen - 5%
- LG webOS - 5%
- Other / Unspecified - 14%
Source: CNews, 2025 (based on M.Video retail sales).
Methodology: reflects share of newly-purchased Smart TVs, not total installed base.
"Other" includes BBK, Hyundai, KIVI, DEXP and other regional Smart TV brands.
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Send RequestDigital Video Ad Formats Available in Russia
In-Stream Video
In-stream video plays inside the player, before, during, or after content. It's the TV-style workhorse of Russian video. Use pre-roll for reach and mid-roll for premium stories
Out-Stream Video
Out-stream video plays outside the player, inside articles and news feeds. It starts when scrolled into view, extending video reach into editorial inventory without premium CPMs.
In-Feed Video in Russia
In-feed video sits in social and content feeds. It's native, vertical, autoplay, muted, 6 to 15 seconds. Built for mobile-first audiences, launches, app installs and creator-style content.
CTV / Smart TV in Russia
CTV and Smart TV ads run on internet-connected TVs via apps like Kinopoisk, Okko or Wink. It looks like a TV spot but is bought like digital, giving household reach and TV-level brand impact.
Mobile & In-App Video
Mobile and in-app video runs on phones and inside apps, outside social feeds. It covers interstitial, rewarded, and short in-game video for app installs and high completion.
Where It Runs
- Online cinemas: Kinopoisk, Okko, Wink
- Premier, IVI, KION, Start
- Video hosting: VK Video, Rutube
- Yandex Video Network
- Partner publisher sites
Specs
- Durations: 6s, 15s, 30s
- Premium positions: 45s, 60s
- 16:9 horizontal, 1080p
- Pre-, mid-, post-roll positions
- Non-skippable on most cinemas
Why It Works
- Closest format to a TV spot
- Reach at scale, fast
- Pre-roll = quick brand contact
- Mid-roll holds engaged viewers
- Premium cinema environments
Where It Runs
- Premium publishers: RBC, Kommersant, Vedomosti, Lenta
- News portals and content sites
- Russian display ad networks
- Programmatic video exchanges
Specs
- Durations: 6s, 15s, 30s
- Auto-plays muted, click to unmute
- 16:9 and 1:1 standard
- 9:16 vertical accepted
- Starts on scroll-into-view
Why It Works
- Extends reach beyond players
- Lower CPMs than in-stream
- Scalable frequency layer
- Video in editorial settings
- Beats banners on impact
Where It Runs
- VK feed and VK Clips
- Yandex content surfaces
- News-feed publishers
- Content recommendation networks
- Short-form vertical surfaces
Specs
- Vertical 9:16 or square 1:1
- 6s hook, 15s demo, 30s story
- Built for sound-off viewing
- Captions essential
- Autoplay, muted by default
Why It Works
- Native — blends into the feed
- Reaches mobile-first users
- High-frequency presence
- Short creative, longer message
- Strong for launches, installs
Where It Runs
- OTT apps on Smart TVs
- Samsung, LG, Sony, Hisense
- Sber's Salyut TV, set-top boxes
- Online cinemas: Kinopoisk, Okko
- Wink, IVI CTV inventory
Specs
- 15s and 30s standard
- 60s on premium inventory
- 1080p, platform premium specs
- Non-skippable in most cases
- Big-screen, sound-on format
Why It Works
- TV-level brand impact
- Reaches the household
- Premium, lean-back attention
- Extends linear TV campaigns
- Reaches cord-cutters
Where It Runs
- Mobile games and apps
- Utility, lifestyle, news, e-commerce
- Yandex Direct in-app placements
- VK Ads mobile-app inventory
- Mobile ad networks
Specs
- Vertical 9:16 dominant
- 1:1 and 16:9 also accepted
- 6–15s interstitials
- 15–30s rewarded video
- Sound-on for rewarded
Why It Works
- Built for app installs
- Reaches mobile-first users
- Opt-in, attention-locked
- Strong for performance KPIs
Video Advertising Platforms in Russia
Image
Kinopoisk
Kinopoisk campaign options: player video, page branding and Smart TV placements inside the Yandex Plus viewing environment, built for premium brand campaigns
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Okko
Okko campaign options: sponsorship of live sports broadcasts, brand collaborations, festival and event projects, plus video ads in the TV section of a service that keeps films ad-free.
Image
VK Video
VK Video campaign options: in-stream rolls, performance video through VK Ads, creator integrations and sponsorship of exclusive shows, covering everything from first contact to measurable action.
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RUTUBE
RUTUBE campaign options: in-stream video, integrations in RUTUBE Originals shows, creator placements and your own brand channel, with moderation and labeling handled for you.
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FAQ: Digital Video Advertising in Russia
Digital video advertising in Russia covers in-stream, out-stream, in-feed, mobile and CTV video ads served across domestic platforms such as VK Video and RuTube, online cinemas like Kinopoisk and Okko, and connected TV. It combines programmatic buying with platform native placements to reach Russian-speaking audiences across phones, desktops and television screens.
Brands can buy five main formats: in-stream video inside a player, out-stream video inside articles and feeds, in-feed video in social and content feeds, CTV video on connected television sets, and mobile in-app video. Most campaigns combine two or three of them.
The platform mix is different. Global tools like Google Ads and Meta are not bookable for ads in Russia, so demand has moved to Yandex, VK Ads, domestic video hosting and online cinemas. Buying also requires ERID ad labeling and cross-border payment handling that Western markets do not need.
Yes. International brands run video campaigns through Russian platforms and programmatic networks. The campaign is set up, funded and reported by a local agency partner, which removes the need for the brand to hold Russian accounts or transfer money into Russia directly.
RMAA covers strategy, platform selection, media buying, creative localization, ERID registration, campaign management and reporting. One team runs the full cycle so the brand works through a single English-speaking point of contact.
VK Video and RuTube are the leading domestic video hosting platforms and are fully bookable for ads. Online cinemas such as Kinopoisk, Okko, IVI and KION offer premium pre-roll inventory. The right mix depends on whether the goal is mass reach or premium environment.
VK Video is VK's video platform for short clips and long-form content, tied into the VK social graph. With 82.8 million monthly users (Mediascope, January 2026) it is the largest fully bookable video platform in Russia and a core surface for everyday viewing.
RuTube is a Russian video hosting platform owned by Gazprom-Media, with a mix of user uploads, professional shows and TV channels. It reached 47.7 million monthly users (Mediascope, January 2026) and has grown quickly since 2024 as a domestic alternative to YouTube. It is fully bookable for advertising.
Yes. Kinopoisk and Okko are premium online cinemas with high-income, ad-attentive audiences. Their reach is amplified by the Yandex Plus and SberPrime bundles, which makes them strong choices for brand campaigns that need a premium environment.
These are bookable online cinema and IPTV services with their own audiences and bundles. Wink comes from Rostelecom, KION from MTS, Premier and RuTube from Gazprom-Media, and IVI runs ad-supported and subscription tiers. A campaign can combine several of them for incremental premium reach.
CTV advertising runs on television sets connected to the internet, usually through a streaming app such as Kinopoisk, Okko or Wink, or through a Smart TV interface or set-top box. The ad looks like a television spot but is bought like digital media against household reach.
CTV inventory is bought programmatically through Russian SSPs and DSPs that integrate with smart-TV operating systems. Targeting is typically set by device, geography, time of day and content genre, and most placements are non-skippable.
Traditional TV is bought by daypart and program. CTV is bought by audience and household, with digital targeting and digital reporting. It carries broadcast-level production value while giving the precision and measurement of digital media.
CTV suits brand-building campaigns aimed at the household, especially when the goal is reach beyond linear television and the target is hard to reach on mobile alone, for example higher-income viewers aged 35 to 55. It also extends an existing TV campaign to the digital-only audience.
In-stream video plays inside a video player before, during or after the main content. It runs across online cinemas, VK Video, RuTube, the Yandex Video Network and partner publishers. It is the format closest in feel to a television spot.
Pre-roll plays before the main video and is the most common position. Mid-roll plays during a content break and earns higher attention because the viewer is already engaged. Post-roll plays after the video ends and works as a frequency layer alongside the other two.
Out-stream video plays outside a video player, inside articles, news feeds and editorial pages. It starts when the ad slot scrolls into view and pauses when it scrolls out. It extends video reach into editorial inventory at lower cost than premium in-stream.
In-feed video sits inside social and content feeds such as the VK feed, VK Clips and Yandex content surfaces. It is built to look native: vertical or square, autoplay, muted, usually 6 to 15 seconds. It works well for mobile-first audiences, product launches and app installs.
Mobile and in-app video runs on phones and inside apps outside of social feeds. It includes full-screen interstitials, opt-in rewarded video and short in-game video. Rewarded video delivers near complete view rates because the user chooses to watch in exchange for an in-app reward.
Video reach is large. VK Video alone has 82.8 million monthly users and RuTube has 47.7 million (Mediascope, January 2026). Campaigns that combine VK Video and Kinopoisk premieres can reach over 130 million monthly viewers across the country.
Targeting on Russian platforms uses geography, device, demographics, interests, content genre and first-party platform data. Yandex and VK provide audience targeting at the campaign level, while CTV is targeted by household, region and content.
Yes. Russian-speaking audiences in Kazakhstan, Uzbekistan, Kyrgyzstan and other CIS markets can be targeted by language and geography. Platform availability differs by country, so the plan is built per market rather than assuming the same setup as Russia.
For in-stream and online cinema video, targeting is set by content, genre, geography and device. For in-feed and mobile, audience targeting is set inside Yandex Direct and VK Ads. For CTV, targeting is based on household, region, time of day and content type.
ERID is the unique identifier assigned when online advertising is registered with the Russian ad labeling system. Most paid digital placements, including video, must be registered and labeled. RMAA handles ERID registration as part of campaign setup.
Online video ads must carry the advertising label and the advertiser identifier, and they must be registered to receive an ERID token. The label and token are applied during trafficking, so the brand does not manage this directly.
Yes. Many categories require an age mark on the creative, for example 16+ or 18+ on visuals. Some platforms apply the mark automatically and others require it on the asset, so creatives are checked for compliance before launch.
Paid advertising on platforms restricted in Russia, such as Meta services, is not run as bookable inventory. Campaigns are built on lawful platforms like VK, RuTube, online cinemas, Yandex and CTV, which keeps the contract and the placements compliant.
Premium online cinemas and CTV provide brand-safe, non-skippable environments with high view-through and viewability. For programmatic buys, brand safety, viewability and fraud controls are applied through the buying platforms and verified in reporting.
Video is measured with impressions, view-through rate, completion rate, viewability and reach and frequency, plus platform first-party data. View-through pixels can connect video exposure to later outcomes where the setup allows it.
Performance on Russian platforms is best measured with Yandex Metrica, which integrates natively with Yandex inventory. Google Analytics can still receive traffic data through UTM tags, but some platform signals are only available inside Metrica, so a combined setup is usually recommended.
Attribution combines platform reporting, UTM tracking and, where relevant, view-through measurement. For app installs and some closed platforms, post-click data can be limited, so KPIs are agreed in advance to match what each platform can actually report.
Reporting cadence is agreed at the start, commonly weekly with fixed reporting dates, plus a summary at the end of each flight. Reports reconcile delivery against the media plan so spend and results are transparent.
Realistic KPIs include reach, completed views, view-through rate, viewability and frequency for brand campaigns, and click-through and on-site actions for lower-funnel video. The exact targets depend on the format and platform mix and are set before launch.
The brand usually provides master assets and RMAA handles localization. This includes Russian-language copy, captions for sound-off viewing, age marks, format resizing for each platform and UTM and tracking setup.
For Yandex and most video campaigns a Russian-language landing page is strongly recommended. Russian-language pages perform better in moderation and in conversion, and they match the expectations of the local audience.
Short hooks in the first seconds work best, with vertical or square formats for feeds and 16:9 for in-stream and CTV. Because much mobile and feed viewing is muted, captions and clear visual storytelling matter as much as audio.
The process starts with a short brief covering product, goals, target market and timing. RMAA then proposes a platform mix and plan, handles setup, ERID registration and localization, and launches and reports on the campaign.
Timelines depend on creative readiness and platform setup. Programmatic and self-serve placements can move quickly once assets and labeling are ready, while premium online cinema and CTV deals need more lead time, so launch dates are confirmed in planning.
Yes. Beyond video buying, RMAA supports market entry with channel strategy, platform selection, creative localization and reporting. This suits brands that are new to Russia and want guidance on where to start rather than only execution.