Online cinemas in Russia serve as a lucrative platform for advertisers
Video advertising is a highly impactful and rapidly expanding method of online advertising. In today’s discussion, we will focus on online cinemas, where video advertising serves as the primary marketing tool. To gain a deeper understanding of the audience that online cinemas attract in Russia and how to effectively promote goods and services in this market, we invite you to explore the Quarter Billion Agency Group blog.
Russia’s Online Cinemas
In Russia, a multitude of online cinemas have emerged over the past seven years, offering access to an extensive collection of movies, cartoons, TV series, TV programs, and diverse video content. An important aspect of these online cinemas is the legality of their content. These services are continually enhancing their offerings, expanding their film archives, attracting a larger audience, and increasing advertising opportunities.
As of the beginning of 2017, the cumulative audience of online cinemas exceeds 40 million people. Recent trends indicate consistent growth, suggesting that this number will continue to rise in the future. While experts have observed a growing interest in ad-free subscription models in recent years, the majority of viewers still consume content for free, supported by advertisements. Considering the Russian mentality, which is inclined towards free access to online video content, it is evident that this situation is unlikely to change in the coming years.
The majority of online cinema viewers fall within the 24-35 age range, closely followed by slightly smaller groups aged 18-24 and 34-44. Together, these age groups account for over 70% of the audience. Therefore, the online cinema audience primarily consists of financially stable adults. Notably, this audience comprises active Internet users who typically do not rely on traditional television or radio for their entertainment.
While the primary audience for Russian online cinemas resides in Russia, they also enjoy popularity among the Russian-speaking population globally. This includes individuals in CIS countries and Russians living abroad.
The largest online cinemas in Russia that utilize advertisements
• ivi.ru
• zoomby.ru
• megogo.net
• kinogo.club
• baskino.club
• tvzavr.ru
• tvigle.ru
• now.ru
• divan.tv
• kinokrad.co
• kino-teatr.ru
Opportunities for advertising in online cinemas
Video advertising
Advertising opportunities in online cinemas predominantly utilize ad videos, which are commonly displayed before, during, or after film screenings, as well as during pauses in the film.
In terms of format, ad videos in online cinemas can range from standard video ads seen on various video hosting platforms to more innovative approaches. For instance, online cinemas can entertain viewers by showcasing videos with plot development during the movie, adding an enjoyable element to the viewing experience. Similarly, ads with plot development can be integrated into the episodes of a series, allowing viewers to engage with both the advertisement and the show. Notably, platforms like tvigle.ru have implemented original advertising concepts, such as mini-series utilizing product placement techniques, viral cartoons distributed across multiple video hosting services, and instructional videos with embedded advertisements.
An additional characteristic of video ads in online cinemas is their ability to be closely tied to specific scenes or episodes within a film or series. For example, an advertisement for cars can be placed after a racing scene, while an underwear advertisement can follow bedroom scenes, and food advertisements can be displayed during party or feast scenes. This targeted approach enhances the relevance and impact of the advertisements.
Targeting the audience and distinctive features
Advertising in online cinemas offers significant advantages compared to advertisements in traditional cinemas or on television, as it allows for precise audience targeting beyond simply selecting a film or TV series to watch. Targeting in online cinemas can be based on users’ interests, age, gender, and other factors, with the ability to incorporate geo-targeting down to the region and even specific street of the end user.
Key features and benefits include:
- Selective audience targeting: The ability to display ads to specific segments of the audience that align with advertisers’ interests and objectives.
- Control over ad frequency: The potential to regulate the number of times an ad is shown to the same user, ensuring an optimal balance and avoiding excessive repetition.
- Interacting with the target audience: Online cinemas offer the opportunity to engage with the target audience through interactive videos, enabling longer advertising exposure and fostering increased user engagement.
Alternative marketing instruments
Additional advertising options are available on online cinemas apart from video ads:
• Non-intrusive short ads placed in quiet parts of the video, ensuring uninterrupted movie playback.
• Text ads displayed on the screen during static moments, seamlessly integrated into the movie experience.
• Pop-up ads that appear while the movie is playing, capturing viewers’ attention.
• Ad banners showcased on the cinema’s website, increasing brand visibility.
• Custom branding of specific pages on the cinema’s site, along with advertising displayed in the site’s background.
Russia’s online cinema industry is experiencing rapid growth and has emerged as a promising advertising platform offering ample opportunities to promote products and services. The primary promotional method is video advertising, available in various formats, but there are also other tools that can be utilized. Experts at Quarter Billion Agency Group provide valuable recommendations on leveraging these advertising opportunities effectively to promote your offerings in Russia.