📺 Yandex to Launch In-App Shopping on Smart TVs

At this stage, advertisers can attach product cards to auction-based video ads via Yandex Direct. By pressing a button on the TV remote, users are directed to a landing page with product details, completing the purchase via a QR code on their smartphone. Looking ahead, Yandex plans to make the process fully autonomous: viewers will be able to finalize transactions in just a few clicks using only the remote control, leveraging seamless integration with the Yandex ecosystem, where payment details and delivery addresses are already saved.

Market participants estimate the base CPM (cost per thousand impressions) for this ad inventory at 250–400 rubles. The tool holds the highest potential value for major retailers, e-commerce marketplaces, FMCG brands, and fashion retailers.

Industry experts note that the intermediate QR-code step remains a friction point, as it requires an additional action from the viewer. However, transitioning the entire purchase journey directly to the TV interface could establish an entirely new media consumption habit.

At launch, pricing for Shoppable ad placements may run 10–15% higher than standard CTV formats. Even so, the Connected TV segment is experiencing outsized growth: forecasts project the Russian CTV ad market to expand by 30–35% year-over-year in 2026, even as traditional TV growth decelerates. By the end of 2025, the Russian CTV market had reached 15.5 billion rubles.