The volume of native advertising in VK Video doubled
The volume of business investment in native advertising VK Video for 2024 has doubled and exceeded 2.4 billion rubles. This was announced by VK itself in a press release on February 10.
The leaders in the placement of native advertising were VK Video's own shows: "Natal Map", "By the way", "Women's Forum", "Big Show", "Session", "Wild Kitchen". Integration into the platform's original projects is in demand in the financial sector, retail, e-commerce, beauty and for everyday goods, VK added.
According to the company, among bloggers the most native integrations were Ida Galich, Vlad A4, Sergey Minaev, Dani Craster, Kukoyaki, Nansi & Sidorov and Alexander Pushny.
It is noted that a total of more than 3 thousand units of original content were released on the platform over the past year.
"Content of popular bloggers, as well as original shows with influencers and stars of VK Video Originals naturally attract a lot of attention from the business. Integrating into such videos, brands not only grow knowledge about themselves, but also increase sales by interacting with the audience in a familiar channel," said Elina Isagulova, VK's Vice President of B2B Commerce and Operations Management.
In addition, as emphasized in the company, native advertising allows advertisers to present their products and services in an organic form for the user, and the viewer - to get acquainted with the proposals without taking a break from the content.
VK Video is the largest video platform in Russia, uniting all of VK's video services. It is used by tens of millions of people every day, with the service's daily record of 2.9 billion views in 2024.
Last year, the platform introduced new functionality and redesigned. Users received an updated subscriptions section, delayed viewing and notification management features, new speech recognition and subtitle synthesis algorithms. Finally, Android and iPad users got access to the VK Video app.
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