Brand investments in video advertising on VK Video increased 1.7 times

In 2025, advertisers invested 6.5 billion rubles in VK Video promotion formats.

The top advertisers in video advertising in 2025 included brands from e-commerce, banking, FMCG and telecom. Marketplaces, transportation, soft drinks, bank cards, and mobile communications are most actively promoted through integrations into video content. The demand for placements from pharmaceutical brands has increased significantly — advertisers in this field have tripled their budgets for promoting videos on VK.

The most popular placement format is specially filmed minute integrations. At the same time, more and more companies are switching to short native integrations: the presenters or project participants voice the brand or test its products as the story progresses.

Businesses are increasingly demanding not only native integrations, but also the creation of special editions of shows or entire projects. Such solutions give advertisers a longer contact with the audience and build loyalty, as advertising becomes a full-fledged part of the content. In 2025, the largest show with native integrations on VK Video was "Being Dzhigan and Oksana": the project features Ozon branding, and the main character actively uses the app for orders during the project season.

In 2025, VK Video released more than 3.5 thousand units of exclusive content. The leaders in native video integration are flagship shows of VK Video's own production, which are highly popular with the service's audience, such as Natal Chart, Women's Forum, By the Way, Stars, and Quick Dates. Among the influencers in the top in terms of the number of native video ads are Kukoyaki, Ida Galich, Nansi&Sidorov, as well as projects by Sergey Minaev and Artemy Lebedev.