The use of Digital TV tools in advertising strategies in the face of growing media inflation and a shortage of advertising inventory
https://doi.org/10.29030/2309-2076-2025-18-2-130-139
Abstract
The article examines the strategy of using Digital TV (DTV) in advertising campaigns in the context of growing media inflation and deficit of advertising inventory on the Russian Ads market. The article analyzes broadcasting in digital TV formats (IPTV and OTT), with the possibility of placing various formats of advertising messages (switch roll, patch roll, CTA banners), using targeting (geographical location, TV channels, socio-demographic parameters, interests). The article provides data on the DTV audience in Russia and its intersection with the audience of classic television. The applied use of DTV as an independent media resource and as a supplement to classic TV is assessed.
Keywords
TV,
Digital TV,
Classic TV,
Smart TV,
media inflation,
advertising inventory,
targeting,
audience,
media split
About the Authors
A. G. Golova
Russian State University for the Humanities
Russian Federation
Russian Federation
Anna G. Golova – Ph.D. in social sciences, associate professor, 22.00.08, Department of integrated communications and advertising
Moscow
V. A. Murtsov
Russian State University for the Humanities
Russian Federation
Russian Federation
Vladislav A. Murtsov – master degree student, Department of integrated communications and advertising; media planning specialist, Pattison Horswell Durden
Moscow
References
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Review
For citations:
Golova A.G., Murtsov V.A. The use of Digital TV tools in advertising strategies in the face of growing media inflation and a shortage of advertising inventory. Economic Systems. 2025;18(2):130-139. (In Russ.) https://doi.org/10.29030/2309-2076-2025-18-2-130-139
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