05

Advertising on Smart TV: impact and effectiveness

5a

Reach and attitude towards advertising

Reach

76%

users paid attention to advertisements

Saw advertisements on Smart TV

(in the last month)

42%

Yes, often

34%

Yes, rarely

21%

No, did not see

Question: "Did you see any advertisements on Smart TV in the last month?" N=1686

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Engagement

Smart TV can function as a performance tool.

78% of users installed an app, purchased a product, or used a service after viewing an advertisement on Smart TV.

 

Moreover, young people are even more responsive to advertisements. This figure for the youth aged 18-25 is 88%.

78%

took action after viewing advertisements

Action after viewing advertisements

(in the last 6 months)

78%

Took action

+10% Youth 18-25

22%

Did not take action

Question: "In the last six months, did you install an app, purchase a product, or use a service after viewing an advertisement on Smart TV?" N=1287

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Advertising effectiveness

Advertising is most effective when the user is engaged with the content.

Almost every second respondent mentions the top three scenarios — series, TV, and video hosting services — which provide the highest level of recall.

Actions during which advertisements were seen on Smart TV (in the last month)

Watching movies/serieson online cinemas

Watching broadcast/cable TV channels

Watching videoson video hosting platforms

Listening tomusic/podcasts

Watching news/social media feeds

Watching downloadedmovies and series

11%

13%

16%

38%

42%

48%

Question: "During which actions on Smart TV did you see advertisements in the last month?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

48%

occasionally encounter useful advertisements

Does the advertising on Smart TV match your interests?

I often see advertisementswith interesting offers

Sometimes I come across

useful advertisements

No, it rarely matches

my interests

No, it does not match at all

I find it difficult toanswer

14%

11%

27%

40%

8%

Question: "Does advertising on Smart TV usually match your interests?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Attitude towards advertising on Smart TV

We observe a classic dependence on material status.

The higher the material status, the more positively viewers relate to advertising.

Attitude towards advertising on Smart TV

Definitely negative

Rather negative

Neutral

Rather positive

Positive

11%

25%

47%

10%

7%

+7%

Low income

+8%

Low income

+7%

High income

+8%

High

income

Question: "What is your attitude towards advertising on Smart TV?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Reasons for negative attitudes

Distracts from viewing

Annoying / Obtrusive

Long / Too much of it

The same ad repeatedly

A waste of time

Inaccurate information

3%

5%

6%

9%

25%

40%

Question: "Why do you have a negative attitude towards advertising on Smart TV?" N=354

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Reasons for positive attitudes

I learn useful information

I find out about new products

Beautiful visuals / Engaging video

There’s a chance to take a break from viewing

4%

8%

15%

35%

Question: "Why do you have a positive attitude towards advertising on Smart TV?" N=143

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

5b

User actions after viewing ads

Reaction to the appearance of ads on Smart TV

1 in 5 viewers consciously watches the ad.

We also see a pattern of switching to a second screen — during ad viewing, 32% of users distract themselves with their smartphones.

Reaction to the appearance of ads on Smart TV

I get distracted by my smartphone/tablet

I take a break from watching content

I do household chores

I use the ad skipping feature

I watch the advertisement

I talk with family or friends

I switch the channel

I mute the sound

I discuss the advertisement

I search for information about the advertised product/service

32%

+7%

Ages 18-25

31%

+9%

Ages 56-64

26%

+7%

Women

22%

+5%

Ages 18-35

20%

18%

16%

+5%

Men

13%

+6%

Ages 26-35

6%

6%

Question: "What do you usually do when you see ads while watching Smart TV?" N=1093

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Actions after watching ads on Smart TV

Smart TV can be an effective trigger for digital actions, especially when the ad is related to app installations.

Although the TV itself is not the primary download channel, it creates motivation that is realized on other devices.

 

Ads on Smart TV not only initiate the funnel but also complete it.

 

32% of users leave after watching an ad with a formed interest in searching for information and products.

 

About 20% take specific actions, such as app installations and purchases, indicating that purchase motivation scenarios work well.

Actions after watching ads on Smart TV

I was looking for additional information about the product

I browsed the product catalog from the advertisement

I watched reviews or videos about the product

I told friends or relatives about the product

I saved promo codes from the advertisement

I installed the mobile app from the advertisement

I purchased the product from the advertisement

I added the product to favorites or the cart but did not make a purchase

I installed the app on my Smart TV from the advertisement

I registered on the website from the advertisement

I participated in a promotion/contest offered in the advertisement

10%

10%

18%

19%

20%

20%

21%

23%

28%

28%

32%

Question: "In the last six months, have you installed an app, purchased a product, or used a service after watching an ad on Smart TV?" N=1287

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Actions after viewing the advertisement: Age

Youth (18–25 years) is the most active segment.

Their actions are all above average. This makes them the primary target for interactive and e-commerce advertising. However, it is also important to note that the highest age segment's metrics align with the average. Lower metrics are more related to a lack of technical proficiency rather than a lack of desire.

Actions after viewing advertisements on Smart TV (age differences)

I was looking for additional information about the product

I browsed the product catalog from the advertisement

I watched reviews or videos about the product

I told friends or relatives about the product

I saved promo codes from the advertisement

I installed the mobile app from the advertisement

I purchased the product from the advertisement

I added the product to favorites or the cart but did not make a purchase

I installed the app on my Smart TV from the advertisement

I registered on the website from the advertisement

I participated in a promotion/contest offered in the advertisement

34%

38%

32%

25%

37%

28%

25%

44%

28%

24%

25%

23%

14%

33%

21%

13%

30%

20%

18%

23%

20%

14%

30%

19%

16%

24%

18%

6%

20%

10%

7%

20%

10%

Average value

18-25 years

55-64 years

Question: "In the last six months, have you installed an app, purchased a product, or used a service after viewing an advertisement on Smart TV?" N=1287

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Installing the mobile application

Smart TV users who see advertisements most often switch to mobile or desktop environments to complete the action.

Two-thirds of users prefer to search independently in familiar ecosystems (store, search engine).

Method of downloading the mobile application

App store

Search bar from a phone or computer

Through Smart TV

QR code or promo code from the screen

On the developer's website or store

8%

12%

15%

26%

37%

Question: "Earlier you indicated that in the last six months you installed a mobile application from an advertisement seen on Smart TV. How exactly did you do this?" N=218

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Purchase of a product or service

Every fifth viewer of CTV advertising demonstrates conversion to purchase.

However, the path to this purchase often lies outside the television itself: through familiar apps, search engines, and offline.

Method of purchasing a product or service

In the app / online store that I used before

Search bar from a phone or computer

In an offline store

QR code or promo code from the screen

I downloaded the mobile app of the store

Through Smart TV

NFC tag

2%

8%

9%

10%

14%

22%

34%

Question: "Earlier you indicated that in the last six months you purchased a product/service from an advertisement seen. How exactly did you do this?" N=227

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Brand recall

81% of those who saw advertisements in the last month on Smart TV recalled at least one brand advertised during this period.

Despite only 20% of the audience watching advertisements on Smart TV without distraction, most viewers can recall brands mentioned in the commercials.

Top 10 brands that Smart TV users saw advertised in the last month

Ozon

MTS

Yandex

Sberbank

Okko

VTB

Samsung

Wildberries

T-Bank

MegaFon

4%

4%

4%

5%

5%

5%

9%

12%

13%

18%

Question: "Which brands did you see advertised on Smart TV in the last month?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

5c

Triggers for target actions

Triggers for taking action

CTV is a channel not only for delayed impact but also for immediate response.

72%

decisions are made within the same day

Speed of decision-making

9%

15%

9%

10%

29%

16%

4%

8%

During the ad viewing

Immediately after viewing the ad

During content viewing

Immediately after viewing the content

Within the same day

After a few days

After a week or later

When the need arose

Question: "How quickly did you take the following actions after viewing ads on Smart TV in the last six months?" N=218

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Triggers for taking action

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchasing conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetically pleasing design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the advertisement

9%

9%

11%

15%

17%

18%

18%

20%

26%

29%

33%

Question: "What in the Smart TV advertising prompted you to take the following actions in the last six months?" N=218

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Triggers for installing mobile applications

CTV works as a performance tool.

This is especially relevant in the case of mobile applications, where the path from interest to action is minimal.

 

We observe statistically significant differences in the triggers "liked the product" and "previously recommended." This indicates that users' impulsive behavior is increasing, and advertising on CTV becomes the final link in the chain of contacts that prompts app installation.

75%

Users install the app within a day after seeing the ad

Speed of decision-making

8%

21%

13%

7%

26%

17%

6%

During the ad viewing

Immediately after viewing the ad

During content viewing

Immediately after viewing the content

Within the same day

A few days later

In a week or later

When the need arose

Question: "How quickly did you take the following actions after viewing the Smart TV advertisement in the last six months?" N=198

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Triggers for installing the mobile app

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchase conditions compared to other stores

I was already recommended this store or product before

A family member asked me to buy it

Creative or aesthetic design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the ad

7%

9%

11%

19%

24%

18%

15%

17%

24%

26%

39%

Above average

Question: "What in the Smart TV advertisement prompted you to take the following actions in the last six months?" N=198

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Triggers for purchasing a product or service

CTV advertising activates deferred demand.

The ad reminds people of what they already wanted: 27% bought because they "had wanted it for a long time" — this is 7% higher than average.

55%

Users make a purchase on the same day

Speed of decision-making

11%

9%

8%

24%

31%

6%

8%

While watching the ad

Immediately after watching the ad

While watching content

Immediately after watching content

Within the same day

After a few days

After a week or later

When the need arose

Question: "How quickly did you take the following actions after watching the Smart TV ad in the last six months?" N=227

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Triggers for purchasing a product

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchasing conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetic design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the ad

6%

11%

14%

16%

12%

18%

16%

27%

30%

33%

32%

Above average

Below average

Question: "What in the Smart TV ad prompted you to take the following actions in the last six months?" N=227

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Triggers for registration on the website

27% of users who registered on the site after watching the Smart TV ad indicated that the decisive factor was the welcome promo code.

 

This trigger is especially effective for registration — its impact is significantly higher than for purchases or app installations.

Speed of decision-making

9%

12%

8%

11%

34%

15%

8%

During the ad viewing

Immediately after viewing the ad

During content viewing

Immediately after viewing the content

Within the same day

After a few days

After a week or later

When the need arose

Question: "How quickly did you take the following actions after viewing the Smart TV ad in the last six months?" N=117

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Triggers for registration on the website

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchasing conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetic design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the ad

10%

12%

14%

16%

22%

19%

27%

16%

23%

26%

32%

Above average

Question: "What in the Smart TV ad prompted you to take the following actions in the last six months?" N=117

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

5d

Key findings

CTV triggers immediate and delayed responses

70% of actions occur on the day of ad viewing, while 30% of purchases happen a few days later—CTV works for both immediate reactions and delayed demand. 27% of buyers made a purchase because they "had wanted it for a long time"—this is 7 percentage points above average, confirming CTV's role in activating existing interest.

High effectiveness in mobile scenarios

75% of app installations occur on the day the ad is shown, and triggers like "liked the product" and "previously recommended" are particularly significant—this indicates the impulsive nature of the interaction. CTV becomes the final touchpoint before installation—the path from interest to action is minimal.

CTV initiates and completes the funnel

Users are more likely to complete actions outside of Smart TV—on mobile, desktop devices, or offline. 33% go to search for the product after viewing, and 25% take action (purchase, installation, application), making CTV a powerful tool within CPA/CPI/CPO campaigns.

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Contacts

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Contacts

00

Home

01

Introduction and Methodology

02

CTV Penetration and User Characteristics

03

User Behavior and Content Preferences

04

Context of Use

05

Advertising on Smart TV: impact and effectiveness

05

Advertising on Smart TV: impact and effectiveness

5a

Reach and attitude towards advertising

Reach

76%

users paid attention to advertisements

Saw advertisements on Smart TV

(in the last month)

42%

Yes, often

34%

Yes, rarely

21%

No, did not see

Question: "Did you see any advertisements on Smart TV in the last month?" N=1686

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Engagement

Smart TV can function as a performance tool.

78% of users installed an app, purchased a product, or used a service after viewing an advertisement on Smart TV.

 

Moreover, young people are even more responsive to advertisements. This figure for the youth aged 18-25 is 88%.

78%

took action after viewing advertisements

Action after viewing advertisements

(in the last 6 months)

78%

Took action

+10% Youth 18-25

22%

Did not take action

Question: "In the last six months, did you install an app, purchase a product, or use a service after viewing an advertisement on Smart TV?" N=1287

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Advertising effectiveness

Advertising is most effective when the user is engaged with the content.

Almost every second respondent mentions the top three scenarios — series, TV, and video hosting services — which provide the highest level of recall.

Actions during which advertisements were seen on Smart TV (in the last month)

Watching movies/serieson online cinemas

Watching broadcast/cable TV channels

Watching videoson video hosting platforms

Listening tomusic/podcasts

Watching news/social media feeds

Watching downloadedmovies and series

11%

13%

16%

38%

42%

48%

Question: "During which actions on Smart TV did you see advertisements in the last month?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

48%

occasionally encounter useful advertisements

Does the advertising on Smart TV match your interests?

I often see advertisementswith interesting offers

Sometimes I come across

useful advertisements

No, it rarely matches

my interests

No, it does not match at all

I find it difficult toanswer

14%

11%

27%

40%

8%

Question: "Does advertising on Smart TV usually match your interests?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Attitude towards advertising on Smart TV

We observe a classic dependence on material status.

The higher the material status, the more positively viewers relate to advertising.

Attitude towards advertising on Smart TV

Definitely negative

Rather negative

Neutral

Rather positive

Positive

11%

25%

47%

10%

7%

+7%

Low income

+8%

Low income

+7%

High income

+8%

High

income

Question: "What is your attitude towards advertising on Smart TV?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Reasons for negative attitudes

Distracts from viewing

Annoying / Obtrusive

Long / Too much of it

The same ad repeatedly

A waste of time

Inaccurate information

3%

5%

6%

9%

25%

40%

Question: "Why do you have a negative attitude towards advertising on Smart TV?" N=354

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Reasons for positive attitudes

I learn useful information

I find out about new products

Beautiful visuals / Engaging video

There’s a chance to take a break from viewing

4%

8%

15%

35%

Question: "Why do you have a positive attitude towards advertising on Smart TV?" N=143

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

5b

User actions after viewing ads

Reaction to the appearance of ads on Smart TV

1 in 5 viewers consciously watches the ad.

We also see a pattern of switching to a second screen — during ad viewing, 32% of users distract themselves with their smartphones.

Reaction to the appearance of ads on Smart TV

I get distracted by my smartphone/tablet

I take a break from watching content

I do household chores

I use the ad skipping feature

I watch the advertisement

I talk with family or friends

I switch the channel

I mute the sound

I discuss the advertisement

I search for information about the advertised product/service

32%

+7%

Ages 18-25

31%

+9%

Ages 56-64

26%

+7%

Women

22%

+5%

Ages 18-35

20%

18%

16%

+5%

Men

13%

+6%

Ages 26-35

6%

6%

Question: "What do you usually do when you see ads while watching Smart TV?" N=1093

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Actions after watching ads on Smart TV

Smart TV can be an effective trigger for digital actions, especially when the ad is related to app installations.

Although the TV itself is not the primary download channel, it creates motivation that is realized on other devices.

 

Ads on Smart TV not only initiate the funnel but also complete it.

 

32% of users leave after watching an ad with a formed interest in searching for information and products.

 

About 20% take specific actions, such as app installations and purchases, indicating that purchase motivation scenarios work well.

Actions after watching ads on Smart TV

I was looking for additional information about the product

I browsed the product catalog from the advertisement

I watched reviews or videos about the product

I told friends or relatives about the product

I saved promo codes from the advertisement

I installed the mobile app from the advertisement

I purchased the product from the advertisement

I added the product to favorites or the cart but did not make a purchase

I installed the app on my Smart TV from the advertisement

I registered on the website from the advertisement

I participated in a promotion/contest offered in the advertisement

10%

10%

18%

19%

20%

20%

21%

23%

28%

28%

32%

Question: "In the last six months, have you installed an app, purchased a product, or used a service after watching an ad on Smart TV?" N=1287

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Actions after viewing the advertisement: Age

Youth (18–25 years) is the most active segment.

Their actions are all above average. This makes them the primary target for interactive and e-commerce advertising. However, it is also important to note that the highest age segment's metrics align with the average. Lower metrics are more related to a lack of technical proficiency rather than a lack of desire.

Actions after viewing advertisements on Smart TV (age differences)

I was looking for additional information about the product

I browsed the product catalog from the advertisement

I watched reviews or videos about the product

I told friends or relatives about the product

I saved promo codes from the advertisement

I installed the mobile app from the advertisement

I purchased the product from the advertisement

I added the product to favorites or the cart but did not make a purchase

I installed the app on my Smart TV from the advertisement

I registered on the website from the advertisement

I participated in a promotion/contest offered in the advertisement

34%

38%

32%

25%

37%

28%

25%

44%

28%

24%

25%

23%

14%

33%

21%

13%

30%

20%

18%

23%

20%

14%

30%

19%

16%

24%

18%

6%

20%

10%

7%

20%

10%

Average value

18-25 years

55-64 years

Question: "In the last six months, have you installed an app, purchased a product, or used a service after viewing an advertisement on Smart TV?" N=1287

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Installing the mobile application

Smart TV users who see advertisements most often switch to mobile or desktop environments to complete the action.

Two-thirds of users prefer to search independently in familiar ecosystems (store, search engine).

Method of downloading the mobile application

App store

Search bar from a phone or computer

Through Smart TV

QR code or promo code from the screen

On the developer's website or store

8%

12%

15%

26%

37%

Question: "Earlier you indicated that in the last six months you installed a mobile application from an advertisement seen on Smart TV. How exactly did you do this?" N=218

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Purchase of a product or service

Every fifth viewer of CTV advertising demonstrates conversion to purchase.

However, the path to this purchase often lies outside the television itself: through familiar apps, search engines, and offline.

Method of purchasing a product or service

In the app / online store that I used before

Search bar from a phone or computer

In an offline store

QR code or promo code from the screen

I downloaded the mobile app of the store

Through Smart TV

NFC tag

2%

8%

9%

10%

14%

22%

34%

Question: "Earlier you indicated that in the last six months you purchased a product/service from an advertisement seen. How exactly did you do this?" N=227

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Brand recall

81% of those who saw advertisements in the last month on Smart TV recalled at least one brand advertised during this period.

Despite only 20% of the audience watching advertisements on Smart TV without distraction, most viewers can recall brands mentioned in the commercials.

Top 10 brands that Smart TV users saw advertised in the last month

Ozon

MTS

Yandex

Sberbank

Okko

VTB

Samsung

Wildberries

T-Bank

MegaFon

4%

4%

4%

5%

5%

5%

9%

12%

13%

18%

Question: "Which brands did you see advertised on Smart TV in the last month?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

5c

Triggers for target actions

Triggers for taking action

CTV is a channel not only for delayed impact but also for immediate response.

72%

decisions are made within the same day

Triggers for taking action

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchasing conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetically pleasing design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the advertisement

9%

9%

11%

15%

17%

18%

18%

20%

26%

29%

33%

Question: "What in the Smart TV advertising prompted you to take the following actions in the last six months?" N=218

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Speed of decision-making

9%

15%

9%

10%

29%

16%

4%

8%

During the ad viewing

Immediately after viewing the ad

During content viewing

Immediately after viewing the content

Within the same day

After a few days

After a week or later

When the need arose

Question: "How quickly did you take the following actions after viewing ads on Smart TV in the last six months?" N=218

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Triggers for installing mobile applications

CTV works as a performance tool.

This is especially relevant in the case of mobile applications, where the path from interest to action is minimal.

 

We observe statistically significant differences in the triggers "liked the product" and "previously recommended." This indicates that users' impulsive behavior is increasing, and advertising on CTV becomes the final link in the chain of contacts that prompts app installation.

75%

Users install the app within a day after seeing the ad

Triggers for installing the mobile app

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchase conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetic design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the ad

7%

9%

11%

19%

24%

18%

15%

17%

24%

26%

39%

Above average

Question: "What in the Smart TV advertisement prompted you to take the following actions in the last six months?" N=198

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Speed of decision-making

8%

21%

13%

7%

26%

17%

6%

During the ad viewing

Immediately after viewing the ad

During content viewing

Immediately after viewing the content

Within the same day

A few days later

In a week or later

When the need arose

Question: "How quickly did you take the following actions after viewing the Smart TV advertisement in the last six months?" N=198

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Triggers for purchasing a product or service

CTV advertising activates deferred demand.

The ad reminds people of what they already wanted: 27% bought because they "had wanted it for a long time" — this is 7% higher than average.

55%

Users make a purchase on the same day

Triggers for purchasing a product

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchasing conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetic design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the ad

6%

11%

14%

16%

12%

18%

16%

27%

30%

33%

32%

Above average

Below average

Question: "What in the Smart TV ad prompted you to take the following actions in the last six months?" N=227

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Speed of decision-making

11%

9%

8%

24%

31%

6%

8%

While watching the ad

Immediately after watching the ad

While watching content

Immediately after watching content

Within the same day

After a few days

After a week or later

When the need arose

Question: "How quickly did you take the following actions after watching the Smart TV ad in the last six months?" N=227

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Triggers for registration on the website

27% of users who registered on the site after watching the Smart TV ad indicated that the decisive factor was the welcome promo code.

 

This trigger is especially effective for registration — its impact is significantly higher than for purchases or app installations.

Triggers for registration on the website

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchasing conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetic design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the ad

10%

12%

14%

16%

22%

19%

27%

16%

23%

26%

32%

Above average

Question: "What in the Smart TV ad prompted you to take the following actions in the last six months?" N=117

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Speed of decision-making

9%

12%

8%

11%

34%

15%

8%

During the ad viewing

Immediately after viewing the ad

During content viewing

Immediately after viewing the content

Within the same day

After a few days

After a week or later

When the need arose

Question: "How quickly did you take the following actions after viewing the Smart TV ad in the last six months?" N=117

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

5d

Key findings

CTV triggers immediate and delayed responses

70% of actions occur on the day of ad viewing, while 30% of purchases happen a few days later — CTV works for both immediate reactions and delayed demand. 27% of buyers made a purchase because they "had wanted it for a long time" — this is 7 percentage points above average, confirming CTV's role in activating existing interest.

High effectiveness in mobile scenarios

75% of app installations occur on the day the ad is shown, and triggers like "liked the product" and "previously recommended" are particularly significant — this indicates the impulsive nature of the interaction. CTV becomes the final touchpoint before installation — the path from interest to action is minimal.

CTV initiates and completes the funnel

Users are more likely to complete actions outside of Smart TV — on mobile, desktop devices, or offline. 33% go to search for the product after viewing, and 25% take action (purchase, installation, application), making CTV a powerful tool within CPA/CPI/CPO campaigns.

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Home

00

Introduction and Methodology

01

CTV Penetration and User Characteristics

02

User Behavior and Content Preferences

03

Context of Use

04

Advertising on Smart TV: impact and effectiveness

05

Contacts

05

Advertising on Smart TV: impact and effectiveness

5a

Reach and attitude towards advertising

Reach

76%

users paid attention to advertisements

Saw advertisements on Smart TV

(in the last month)

42%

Yes, often

34%

Yes, rarely

24%

No, did not see

Question: "Did you see any advertisements on Smart TV in the last month?" N=1686

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Engagement

Smart TV can function as a performance tool.

78% of users installed an app, purchased a product, or used a service after viewing an advertisement on Smart TV.

 

Moreover, young people are even more responsive to advertisements. This figure for the youth aged 18-25 is 88%.

78%

took action after viewing advertisements

Action after viewing advertisements

(in the last 6 months)

78%

Took action

+10% Youth 18-25

22%

Did not take action

Question: "In the last six months, did you install an app, purchase a product, or use a service after viewing an advertisement on Smart TV?" N=1287

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Advertising effectiveness

Advertising is most effective when the user is engaged with the content.

Almost every second respondent mentions the top three scenarios — series, TV, and video hosting services — which provide the highest level of recall.

Actions during which advertisements were seen on Smart TV (in the last month)

Watching movies/serieson online cinemas

Watching broadcast/cable TV channels

Watching videoson video hosting platforms

Listening tomusic/podcasts

Watching news/social media feeds

Watching downloadedmovies and series

11%

13%

16%

38%

42%

48%

Question: "During which actions on Smart TV did you see advertisements in the last month?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

48%

occasionally encounter useful advertisements

Does the advertising on Smart TV match your interests?

I often see advertisementswith interesting offers

Sometimes I come across

useful advertisements

No, it rarely matches

my interests

No, it does not match at all

I find it difficult toanswer

14%

11%

27%

40%

8%

Question: "Does advertising on Smart TV usually match your interests?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Attitude towards advertising on Smart TV

We observe a classic dependence on material status.

The higher the material status, the more positively viewers relate to advertising.

Attitude towards advertising on Smart TV

Definitely negative

Rather negative

Neutral

Rather positive

Positive

11%

25%

47%

10%

7%

+7%

Low income

+8%

Low income

+7%

High

income

+8%

High

income

Question: "What is your attitude towards advertising on Smart TV?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Reasons for negative attitudes

Distracts from viewing

Annoying / Obtrusive

Long / Too much of it

The same ad repeatedly

A waste of time

Inaccurate information

3%

5%

6%

9%

25%

40%

Question: "Why do you have a negative attitude towards advertising on Smart TV?" N=354

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Reasons for positive attitudes

I learn useful information

I find out about new products

Beautiful visuals / Engaging video

There’s a chance to take a break from viewing

4%

8%

15%

35%

Question: "Why do you have a positive attitude towards advertising on Smart TV?" N=143

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

5b

User actions after viewing ads

Reaction to the appearance of ads on Smart TV

1 in 5 viewers consciously watches the ad.

We also see a pattern of switching to a second screen — during ad viewing, 32% of users distract themselves with their smartphones.

Reaction to the appearance of ads on Smart TV

I get distracted by my smartphone/tablet

I take a break from watching content

I do household chores

I use the ad skipping feature

I watch the advertisement

I talk with family or friends

I switch the channel

I mute the sound

I discuss the advertisement

I search for information about the advertised product/service

32%

+7%

Ages 18-25

31%

+9%

Ages 56-64

26%

+7%

Women

22%

+5%

Ages 18-35

20%

18%

16%

+5%

Men

13%

+6%

Ages 26-35

6%

6%

Question: "What do you usually do when you see ads while watching Smart TV?" N=1093

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Actions after watching ads on Smart TV

Smart TV can be an effective trigger for digital actions, especially when the ad is related to app installations.

Although the TV itself is not the primary download channel, it creates motivation that is realized on other devices.

 

Ads on Smart TV not only initiate the funnel but also complete it.

 

32% of users leave after watching an ad with a formed interest in searching for information and products.

 

About 20% take specific actions, such as app installations and purchases, indicating that purchase motivation scenarios work well.

Actions after watching ads on Smart TV

I was looking for additional information about the product

I browsed the product catalog from the advertisement

I watched reviews or videos about the product

I told friends or relatives about the product

I saved promo codes from the advertisement

I installed the mobile app from the advertisement

I purchased the product from the advertisement

I added the product to favorites or the cart but did not make a purchase

I installed the app on my Smart TV from the advertisement

I registered on the website from the advertisement

I participated in a promotion/contest offered in the advertisement

10%

10%

18%

19%

20%

20%

21%

23%

28%

28%

32%

Question: "In the last six months, have you installed an app, purchased a product, or used a service after watching an ad on Smart TV?" N=1287

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Actions after viewing the advertisement: Age

Youth (18–25 years) is the most active segment.

Their actions are all above average. This makes them the primary target for interactive and e-commerce advertising. However, it is also important to note that the highest age segment's metrics align with the average. Lower metrics are more related to a lack of technical proficiency rather than a lack of desire.

Actions after viewing advertisements on Smart TV (age differences)

I was looking for additional information about the product

I browsed the product catalog from the advertisement

I watched reviews or videos about the product

I told friends or relatives about the product

I saved promo codes from the advertisement

I installed the mobile app from the advertisement

I purchased the product from the advertisement

I added the product to favorites or the cart but did not make a purchase

I installed the app on my Smart TV from the advertisement

I registered on the website from the advertisement

I participated in a promotion/contest offered in the advertisement

34%

38%

32%

25%

37%

28%

25%

44%

28%

24%

25%

23%

14%

33%

21%

13%

30%

20%

18%

23%

20%

14%

30%

19%

16%

24%

18%

6%

20%

10%

7%

20%

10%

Average value

18-25 years

55-64 years

Question: "In the last six months, have you installed an app, purchased a product, or used a service after viewing an advertisement on Smart TV?" N=1287

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Installing the mobile application

Smart TV users who see advertisements most often switch to mobile or desktop environments to complete the action.

Two-thirds of users prefer to search independently in familiar ecosystems (store, search engine).

Method of downloading the mobile application

App store

Search bar from a phone or computer

Through Smart TV

QR code or promo code from the screen

On the developer's website or store

8%

12%

15%

26%

37%

Question: "Earlier you indicated that in the last six months you installed a mobile application from an advertisement seen on Smart TV. How exactly did you do this?" N=218

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Purchase of a product or service

Every fifth viewer of CTV advertising demonstrates conversion to purchase.

However, the path to this purchase often lies outside the television itself: through familiar apps, search engines, and offline.

Method of purchasing a product or service

In the app / online store that I used before

Search bar from a phone or computer

In an offline store

QR code or promo code from the screen

I downloaded the mobile app of the store

Through Smart TV

NFC tag

2%

8%

9%

10%

14%

22%

34%

Question: "Earlier you indicated that in the last six months you purchased a product/service from an advertisement seen. How exactly did you do this?" N=227

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Brand recall

81% of those who saw advertisements in the last month on Smart TV recalled at least one brand advertised during this period.

Despite only 20% of the audience watching advertisements on Smart TV without distraction, most viewers can recall brands mentioned in the commercials.

Top 10 brands that Smart TV users saw advertised in the last month

Ozon

MTS

Yandex

Sberbank

Okko

VTB

Samsung

Wildberries

T-Bank

MegaFon

4%

4%

4%

5%

5%

5%

9%

12%

13%

18%

Question: "Which brands did you see advertised on Smart TV in the last month?" N=1093

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

5c

Triggers for target actions

Triggers for taking action

CTV is a channel not only for delayed impact but also for immediate response.

72%

decisions are made within the same day

Triggers for taking action

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchasing conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetically pleasing design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the advertisement

9%

9%

11%

15%

17%

18%

18%

20%

26%

29%

33%

Question: "What in the Smart TV advertising prompted you to take the following actions in the last six months?" N=218

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Speed of decision-making

9%

15%

9%

10%

29%

16%

4%

8%

During the ad viewing

Immediately after viewing the ad

During content viewing

Immediately after viewing the content

Within the same day

After a few days

After a week or later

When the need arose

Question: "How quickly did you take the following actions after viewing ads on Smart TV in the last six months?" N=218

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Triggers for installing mobile applications

CTV works as a performance tool.

This is especially relevant in the case of mobile applications, where the path from interest to action is minimal.

 

We observe statistically significant differences in the triggers "liked the product" and "previously recommended." This indicates that users' impulsive behavior is increasing, and advertising on CTV becomes the final link in the chain of contacts that prompts app installation.

75%

Users install the app within a day after seeing the ad

Triggers for installing the mobile app

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchase conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetic design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the ad

7%

9%

11%

19%

24%

18%

15%

17%

24%

26%

39%

Above average

Question: "What in the Smart TV advertisement prompted you to take the following actions in the last six months?" N=198

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Speed of decision-making

8%

21%

13%

7%

26%

17%

6%

During the ad viewing

Immediately after viewing the ad

During content viewing

Immediately after viewing the content

Within the same day

A few days later

In a week or later

When the need arose

Question: "How quickly did you take the following actions after viewing the Smart TV advertisement in the last six months?" N=198

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Triggers for purchasing a product or service

CTV advertising activates deferred demand.

The ad reminds people of what they already wanted: 27% bought because they "had wanted it for a long time" — this is 7% higher than average.

55%

Users make a purchase on the same day

Triggers for purchasing a product

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchasing conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetic design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the ad

6%

11%

14%

16%

12%

18%

16%

27%

30%

33%

32%

Above average

Below average

Question: "What in the Smart TV ad prompted you to take the following actions in the last six months?" N=227

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Speed of decision-making

11%

9%

8%

24%

31%

6%

8%

While watching the ad

Immediately after watching the ad

While watching content

Immediately after watching content

Within the same day

After a few days

After a week or later

When the need arose

Question: "How quickly did you take the following actions after watching the Smart TV ad in the last six months?" N=227

Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025

Triggers for registration on the website

27% of users who registered on the site after watching the Smart TV ad indicated that the decisive factor was the welcome promo code.

 

This trigger is especially effective for registration — its impact is significantly higher than for purchases or app installations.

Triggers for registration on the website

Liked the product or store

The product is relevant at the moment

Limited-time special offer

I've wanted to buy this for a long time

Promo code

Convenience of purchasing conditions compared to other stores

This store or product was recommended to me before

A family member asked me to buy it

Creative or aesthetic design of the advertisement

Money-back guarantee

Recommendation from a blogger/celebrity in the ad

10%

12%

14%

16%

22%

19%

27%

16%

23%

26%

32%

Above average

Question: "What in the Smart TV ad prompted you to take the following actions in the last six months?" N=117

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

Speed of decision-making

9%

12%

8%

11%

34%

15%

8%

During the ad viewing

Immediately after viewing the ad

During content viewing

Immediately after viewing the content

Within the same day

After a few days

After a week or later

When the need arose

Question: "How quickly did you take the following actions after viewing the Smart TV ad in the last six months?" N=117

Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025

5d

Key findings

CTV triggers immediate and delayed responses

70% of actions occur on the day of ad viewing, while 30% of purchases happen a few days later—CTV works for both immediate reactions and delayed demand. 27% of buyers made a purchase because they "had wanted it for a long time"—this is 7 percentage points above average, confirming CTV's role in activating existing interest.

High effectiveness in mobile scenarios

75% of app installations occur on the day the ad is shown, and triggers like "liked the product" and "previously recommended" are particularly significant—this indicates the impulsive nature of the interaction. CTV becomes the final touchpoint before installation—the path from interest to action is minimal.

CTV initiates and completes the funnel

Users are more likely to complete actions outside of Smart TV—on mobile, desktop devices, or offline. 33% go to search for the product after viewing, and 25% take action (purchase, installation, application), making CTV a powerful tool within CPA/CPI/CPO campaigns.

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