Category: Banner advertising in short videos

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  Banner advertising in short videos: how to get CPM cheaper than 50 rubles?

  Forget about bloggers and multi-million budgets! A new player is entering the market, promising mass reach for pennies. The startup Telly, which gives away free smart TVs in exchange for data and ad display, is opening up programmatic banner placement on its home screens. This is real math for those looking for banner advertising in short videos and other short video formats.

  In a world where every click and view costs more and more, finding an effective yet budget-friendly channel for promotion becomes a real challenge. But what if there’s a way to get huge reach for pennies, using an innovative approach to advertising? Introducing Telly – a startup that could change your perception of advertising campaign costs and offer CPM cheaper than 50 rubles.

  A New Era of Overlay Advertising: Banners on the Second Screen

  Telly’s uniqueness lies in its dual-screen TVs. Below the main display, where the user watches content, there is an additional, narrower screen. This is where a constant stream of news and, most importantly for us, programmatic video banners are broadcast. This is an undisguised banner that is always in view.

  • Technology: Telly uses Magnite’s SpringServe ad server.
  • Demand sources: The Trade Desk, Teads, and other major platforms.
  • Advantage: The banner is constantly displayed without interrupting the main content.

  Why is this important for an arbitrageur?

  Mike Sheehan, Telly’s Chief Revenue Officer and former CEO of SpotX, emphasizes: for home screens to become an effective advertising channel, they need scale. And programmatic placement is precisely what provides this scale, allowing you to buy reach without creating a video.

  Industry Standards and Deep Targeting

  Telly actively collaborates with IAB Tech Lab to create standardized specifications for advertising on home screens. This will unify the process and attract more investment in this segment.

  Data is Everything: Precise Targeting of the Audience

  When a user receives a Telly TV, they fill out an extensive questionnaire. This questionnaire includes data on household income, number of residents, brand preferences, insurance companies, and even car makes. Sheehan notes:

  “The questionnaire goes very deep into demographics, lifestyle, and brand loyalty.”

  Combined with ACR (Automatic Content Recognition) data, which shows exactly what the user is watching, this provides unprecedented targeting.

  Imagine being able to show insurance ads only to households actively looking for new insurance. This is not just crypto project advertising or mobile app promotion, it’s a native banner in Shorts that hits the target precisely. Hypothesis testing for 1000 rubles becomes a reality when you know who you’re showing ads to.

  Long Banners: A New Format for Engagement

  In addition to standard programmatic banners, Telly offers longer ad placements – up to five minutes – through private marketplace (PMP) deals with Magnite. Sheehan claims that this duration, combined with the non-intrusive nature of the placement, significantly increases engagement.

  For example, one streaming service (name undisclosed) achieved five times more app opens using a five-minute banner compared to a two-minute one. Mike Trion, Head of CTV and Video Strategy at PMG, confirms the effectiveness:

  
  

  “The home screen has always been a powerful entry point for engaging viewers. Telly extends this opportunity by providing brands with a persistent presence that drives engagement.”

  This opens new horizons for brand integration without filming and banners for infobusiness, where not only reach but also depth of interaction is important.

  Conclusions and Call to Action

  Telly offers a unique opportunity for arbitrageurs and marketers to get cheap reach and mass reach for pennies. The ability to auto-place on hundreds of videos (or rather, on hundreds of thousands of home screens) with deep targeting and low CPM is exactly what’s needed in 2024.

  If you are looking for a way to place a banner in TikTok, advertise in Reels, or banner in YouTube Shorts, but are tired of high prices and opacity, then Telly could be your goldmine. Don’t pay an influencer when there are transparent statistics and the ability to order banner advertising at real prices.

  It’s time to rethink your strategy and try this channel. Stay tuned for updates, look for PMP deal opportunities, and test hypotheses. These pennies for a million can bring you real profit.

  Frequently Asked Questions

  What is Telly and how is it related to banner advertising?

  Telly is a startup that distributes smart TVs for free. The unique feature of these TVs is a second screen that constantly displays advertisements, including programmatic banners. This allows brands to place banner advertising in video formats without creating the video content itself.

  What CPM can be expected from advertising on Telly?

  While exact CPM figures have not yet been disclosed, Telly’s approach to mass free device distribution and programmatic placement suggests the potential for extremely low CPM, possibly CPM cheaper than 50 rubles, making it an attractive alternative to traditional advertising platforms.

  Is it possible to place ads without creating a video?

  Yes, this is one of Telly’s key advantages. You can buy reach without creating a video, using static or animated banners that appear on the TV’s secondary screen. This is an ideal option for a banner without filming.

  How accurate is the targeting offered by Telly?

  Telly collects extensive user data through detailed questionnaires upon registration, and also uses ACR (automatic content recognition) data. This allows for deep targeting by demographics, interests, behavior, and even brand loyalty, making a banner for infobusiness and other niches as effective as possible.

  How to start advertising on Telly?

  To start collaborating with Telly, you need to work with their programmatic placement partners, such as Magnite, The Trade Desk, or Teads. It is recommended to contact representatives of these platforms for detailed information on how to order banner advertising on Telly.

  13.09.2026

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  Google’s Ad Business Will Stand: Court Rejects Asset Split

  A U.S. federal court has ruled that Google will not have to break up its advertising business, despite the company being declared a monopolist in April. Judge Leonie Brinkema rejected the Department of Justice’s demand to sell the AdX ad exchange and, potentially, the DFP ad server, both part of Google Ad Manager (GAM). This decision calls into question the ability of regulators to rein in giants like Google.

  Why did Google avoid a breakup of its advertising empire?

  Judge Brinkema found that a forced breakup of Google’s business could cause more harm to publishers than current anti-competitive practices. She pointed to potential negative consequences for small publishers who use DFP for free. Additionally, the acquisition of AdX by another party (e.g., Microsoft) could create new complexities.

  Google’s proposed measures and their impact

  Google had previously proposed a number of measures to enhance competition:

  • Providing competitors with real-time bid data for display advertising sold through AdX.
  • Abolishing “Unified Pricing Rules” and allowing publishers to set different minimum prices for individual bidders in GAM.
  • Refraining from using “first-look” and “last-look” privileges to adjust its bids. Google claims it stopped this practice several years ago.

  “What is a web publisher to do if they want to use a different ad server but still get demand from Google buyers?” asks Jay Friedman, co-founder of CartographAI and former CEO of Goodway Group.

  Market and expert reaction to the court’s decision

  While many Google critics are disappointed, some ad industry players are willing to see how the proposed measures will play out. For example, PubMatic, an AdX competitor, stated: “We expect the court’s adoption of behavioral remedies to create a level playing field for all market participants. The court’s focus on behavioral remedies will likely provide a faster path to addressing the current competitive harm from Google’s unlawful monopoly.”

  Behavioral remedies versus full divestiture: arguments from both sides

  The Department of Justice insisted that forced divestiture would be a “cleaner and less risky solution,” expressing distrust in Google’s ability to comply with prescribed behavioral measures. However, Google’s lawyers countered that “distrust is not a lever to circumvent established antitrust principles.”

  Previous rulings and the future of Big Tech regulation

  This is not the first time Google has been found to be a monopolist but avoided a breakup. In August 2024, Judge Amit Mehta found Google’s monopoly in online search but did not force the sale of Chrome or Android. Instead, Google was ordered to share search data with competitors.

  
  

  Such decisions make ad industry insiders doubt the ability of regulators to deal with Big Tech. One former media buyer anonymously remarked that even “trust-buster” Theodore Roosevelt would be astonished by the lack of courage in the judiciary today.

  Frequently Asked Questions

  What is Google Ad Manager (GAM)?

  Google Ad Manager (GAM) is an integrated ad management platform that combines the AdX ad exchange and the DFP ad server. It allows publishers to sell ad space and advertisers to buy it.

  Why did the U.S. Department of Justice want to break up Google?

  The U.S. Department of Justice accused Google of monopolizing the ad tech market and insisted on breaking up the company to restore competition and prevent anti-competitive practices.

  What behavioral measures did Google agree to take?

  Google agreed to a number of measures, including providing bid data to competitors, abolishing “Unified Pricing Rules” for publishers, and refraining from “first-look” and “last-look” privileges in bidding.

  Conclusion: pennies for a million or millions for pennies?

  So, banner advertising in video remains a battleground where Google is currently holding its ground. For us, arbitrageurs, this means one thing: CPM cheaper than 50 rubles in Shorts, Reels, and TikTok is still possible. Don’t wait for these “behavioral measures” to level the playing field. While the court deliberates, competition, however skewed, offers loopholes. Continue to test hypotheses, seek cheap reach, and scale mass reach for pennies. And remember, real math is always on our side if we know how to calculate and act quickly while the “big guys” are sorting things out in court. Forget about bloggers and their million-dollar price tags – buying reach without creating a video through programmatic platforms is our path to profit. Learn how to set up your first campaign and start earning right now!

  06.09.2026

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  CPM cheaper than 50: “Panorama” from Direct opens up reach to millions

  Banner advertising in video and on other top platforms has become more accessible. Yandex Direct has finally opened access to small and medium-sized businesses to the “Panorama” reach advertising tool. This means that now even small players can launch unified campaigns with reach across all key Yandex services: from Search and Market to Kinopoisk. Forget about influencers where CPM is off the charts. Now you can get mass reach for pennies.

  What is “Panorama” and why is it important for an arbitrageur?

  The “Panorama” tool is not just another banner in the Yandex Advertising Network. It is a real opportunity for small and medium-sized businesses to go beyond existing demand and increase reach using brand tools that were previously only available to large players with multi-million budgets.

  Key advantages for CPA marketing:

  • Unified campaign: Launch ads simultaneously on desktops, smartphones, and Connected TV. No more need to create separate campaigns for each format.
  • Reach of over 120 million unique users per month. This is 1.6 times more than on popular marketplaces. Imagine how much traffic you can collect.
  • Prime banner: Access to the most prominent ad placements in over 20 Yandex services, including Browser, Kinopoisk, Alice AI Studio. This is not some obscure corner of a website.
  • Accounting for audience overlaps and controlling ad frequency. No more burning through your budget on the same user.
  • Media video advertising: Ability to connect video in Yandex Video Network (200+ Yandex Advertising Network sites, including TV channels and online cinemas). This is ideal banner advertising in short videos, where CPM cheaper than 50 rubles – a dream for any arbitrageur.
  • The future is DOOH: Soon, Yandex’s digital out-of-home advertising screens will appear in “Panorama”. This means you will be able to buy reach without creating a video, simply by placing your banner.

  Real math: why “Panorama” is more profitable than influencers

  Many small and medium-sized companies still use only one media format, for example, banners in the Advertising Network. But “Panorama” combines all surfaces into one campaign, offering mass reach for pennies.

  “For small businesses, investing in a brand and their own sales channels is no longer a ‘pretty picture,’ but a way to go beyond current demand and tell a new audience about themselves,” — Alexey Shtokolov, Director of Products and Artificial Intelligence at Yandex Advertising.

  According to Yandex, in the first half of 2026, the number of SMEs using media advertising in Direct increased by 40%, and investments in such campaigns increased by 44%. Every second one launched image formats for the first time. This shows a trend: the market is moving towards transparent and effective reach, not blind faith in bloggers.

  How does “Panorama” simplify life?

  • No need for a large media team: Lowers the entry threshold for reach formats. No need to assemble a separate campaign for each service.
  • Large audience: Monthly reach of over 120 million unique users. This is not some micro-blogger who will gather a couple of thousand.
  • Presence where users spend time: Search, Mail, Kinopoisk, and other services.
  • Budget doesn’t matter: The cost of placement is not limited by an entry threshold. You can test hypotheses for 1000 rubles.
  • One setting for all devices: Desktop, phone, TV. Simple and effective.

  Geotargeting optimization: another plus

  Previously, Direct updated its geotargeting algorithms. Now the system analyzes not only the user’s current location, but also the context of their queries, changed geolocation, and previous user experience. This allows for more precise targeting of the audience, which is especially important for local businesses.

  
  

  Frequently asked questions

  How does “Panorama” work in Yandex Direct?

  “Panorama” allows you to launch unified media campaigns that are automatically optimized for display on various Yandex platforms – from Search to Kinopoisk and Video Network. The system manages ad frequency and takes into account audience overlaps to achieve maximum reach at optimal costs.

  How does “Panorama” differ from regular banners in Direct?

  The main difference of “Panorama” is its omnichannel approach and automated management. Regular banners often require separate campaigns for different platforms, while “Panorama” combines them into one, providing comprehensive reach and control over the frequency of contact with the user on all available surfaces, including banner advertising in short videos and Prime banners.

  Why did Yandex Direct open “Panorama” to small and medium-sized businesses?

  Yandex aims to provide SMBs with access to image and reach advertising tools that were previously only available to large brands. This allows small and medium-sized businesses to go beyond existing demand, increase brand awareness, and attract new audiences using effective and transparent promotion channels.

  Conclusion: your chance for millions of views

  “Panorama” is not just a new tool, it’s a paradigm shift. Now banner advertising in TikTok, advertising in Reels, and banner in YouTube Shorts can be easily integrated into your strategy through programmatic video banners, getting the lowest CPM in shorts. This is your chance to get cheap reach and mass reach for pennies, without spending on bloggers and expensive shoots. Start testing hypotheses right now and grab your piece of traffic.

  03.09.2026

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  CPM cheaper than 50: How banner advertising in short videos kills influencers

  Tired of draining budgets on influencers who don’t deliver real returns? It’s time to rethink your video marketing approach. While competitors chase after “millionaires,” digital arbitrageurs have long since explored new horizons: <a href="/blog/banner-advertising-in-shorts-how-to-get-reach-for-pennies-and-not-pay-bloggers/" title="Banner advertising in short videos: reach for pennies without filming”>banner advertising in short videos. This isn’t just a trend; it’s real math where you can get reach for pennies, and a CPM cheaper than 50 rubles is not a myth, but a daily reality.

  I’ve tested dozens of hypotheses, and the conclusion is clear: programmatic video banners are a goldmine for those willing to think in numbers. No multi-million dollar productions, no endless approvals with “creative” teams. Just transparent statistics and massive reach that can be purchased without creating your own video. This is the ideal solution for promoting mobile apps, advertising crypto projects, infobusiness, and any other niche where results matter, not pretty words.

  Why don’t classic “best examples” work?

  Most articles about “best video marketing examples” resemble a Vimeo Staff Picks compilation — beautiful visuals without analysis. We approached the issue differently.

  Exactly. These “masterpieces” often cost millions, and their editing is a separate art form, inaccessible to the average business. We are interested not in “what succeeded,” but in “why it succeeded” and “how to replicate it for 1000 rubles.” We will analyze 5 key criteria that determine the success of a video campaign and show how to apply them to native banner advertising in Shorts, Reels, and TikTok.

  5 criteria for successful video advertising for arbitrageurs

  1. Goal and funnel stage: Advertising for awareness (TOFU) should not try to close a deal. A demo video (BOFU) is not the place for “heroic shots.” Each stage requires its own approach.
  2. Platform nativeness: The rhythm of TikTok differs from YouTube Pre-roll, which, in turn, is not like a 30-second TV spot. A banner in Shorts must be native.
  3. Hook in 3-5 seconds: For top-of-funnel (TOFU) stages — 3 seconds, for middle/bottom (MOFU/BOFU) — 5 seconds. If you hook them, half the battle is won.
  4. Measurable result: If a format has been working for two years and a brand continues to invest in it — that’s an indicator. We need specific metrics.
• Budget: We exclude $5 million Apple productions if their techniques cannot be replicated with minimal costs. Our goal is the lowest CPM in shorts.

Video: The Engine of the Sales Funnel

Short videos are not just a hype. They are a tool that allows you to guide a lead through all stages of the funnel much more effectively than static creatives. A short clip captures cold attention (TOFU), an explainer video answers the question “is this right for me?” (MOFU), and a testimonial closes the deal (BOFU).

According to HeyGen Community (2025), videos at the lower stages of the funnel “drive conversions, shorten sales cycles, and increase retention,” demonstrating functionality and results. And production costs? They’ve plummeted! Basic platforms are free or cost $0-50 per month; advanced ones are $50-100+ (Percify, 2026). What once required a six-figure agency fee is now done by a freelancer with a laptop.

Examples that really work (and how to adapt them for banners)

TOFU: Capturing attention in 3 seconds. The hook is everything!

At this stage, we trade impressions for attention. The main thing is the density of hooks. Cut early, cut often. Priority is the first three seconds.

• Dove “Real Beauty Sketches” (Ogilvy): The gold standard of storytelling. A forensic artist draws women based on their descriptions and descriptions from strangers. Editor’s note: The secret is that the transitions between sketches are synchronized to a single rhythm, creating emotional engineering.
• Apple “Shot on iPhone”: A campaign that has worked for years. User footage becomes advertising. Editor’s note: Apple uses jump cuts between clips, creating a sense of authenticity. This can be replicated by using automatic banner placement on hundreds of videos with different content.
• Coca-Cola “Share a Coke”: Personalization across all channels. Editor’s note: Videos use close-ups of labels, then show an emotional reaction. This “close-up – wide shot” pattern is a reliable hook structure.
• Always “Like a Girl” (Leo Burnett): A documentary style that changes the meaning of the phrase. Editor’s note: The editing lingers on faces longer than usual, creating an awkward pause that makes the viewer feel the meaning.
• Orange Polska (Venture Videos): A less known but more reproducible example. Personalized videos for TOFU, created using stock footage and one editor. Personalization through name overlays and dynamic text. Ideal for a banner without filming.
• Liquid Death “Sell Your Soul”: Comedic absurdity in TikTok and Instagram. Fast pace, cuts every 0.7-1.2 seconds. Editor’s note: Liquid Death often starts with faces speaking in mid-sentence, which makes the algorithm and the viewer “listen in.”

Lesson from TOFU: The first three seconds do the main work. For banner advertising in short videos, this means: a bright, clear banner that is instantly readable, with an unconcealed banner that cannot be missed.

MOFU: Building Trust. Clarity is our main trump card.

Here we demonstrate how everything works. The main thing is clarity. Overlay advertising can be ideal for this.

• Adobe Creative Cloud: Tutorial library. Each video answers one question. Editor’s note: cursor effects (a soft circle on click) guide the viewer’s eye. A small detail, but important.
• FreshBooks: Small business testimonials. Sarah McGovern talks about accounting problems and how FreshBooks solved them. Editor’s note: visual interest (b-roll of her workspace) is maintained under the audio, keeping the focus on the words.
• HubSpot Academy: Explainer videos. First the concept, then examples from HubSpot. Editor’s note: 6-8 minute videos are optimal for retaining information.
• Mondu (B2B BNPL): Demo on a product page with animated visualizations, upbeat music, and clear steps. Editor’s note: consistent design eliminates confusion in B2B videos.
• Notion: Onboarding videos (60-90 seconds), one function each, embedded in the product. Editor’s note: some tutorials are made with on-screen text instead of voiceover, allowing them to be watched without sound.
• Slack “So yeah, we tried Slack” (Sandwich Video): A two-minute mock-documentary about how Slack works. Editor’s note: editing by movement (someone reaching for a mug, scrolling a phone) maintains a continuous flow of the story.

Lesson for MOFU: Value is in the second 30 seconds. Clarity is more important than polish. A banner for infobusiness or a mobile application should clearly convey the benefits.

BOFU: Closing the deal. Evidence is everything.

At this stage, the camera stops being “creative” and just works. The editor’s task: not to interfere with the evidence. Transparent statistics and hypothesis testing for 1000 rubles are appropriate here.

• Drift “This Won’t Scale”: Case study from the founder. David Cancel talks about client results with specific metrics. Editor’s note: intentionally “loose” editing (one shot, on-screen text, “umms” and “uh-huhs” are allowed).
• HubSpot: Onboarding video for upgrading from free to paid plan. Editor’s note: shorter versions (up to 90 seconds) convert better.
• Loom: Client comparison videos. Clients record videos directly in Loom, which becomes a marketing asset.
• Mailchimp: Customer stories. Mini-documentaries (2-4 minutes) about small businesses using Mailchimp. Editor’s note: a consistent visual style (natural lighting, handheld camera, ambient sound) ties all parts together.

Lesson for BOFU: Trust > polish. If you earn trust from the first second, polish will matter in the second. If not, polish will look like marketing. Perfect for crypto project advertising, where trust is a key factor.

Performance Marketing: Iterations, not awards.

Build a process for iterations, not for awards. Choose a hook format and test variables. Quickly discard unsuccessful options.

• Ridge Wallet: Hundreds of UGC ads using the same three-part format: hook (problem); demonstration (product solves problem); close (offer). Editor’s note: ads are usually no longer than 30 seconds, with a price call-to-action in the last 3 seconds.
• Ag1: Podcaster reads. Long sponsored integrations broken into 30-60 second segments. Editor’s note: retaining the host’s filler words (e.g., “um,” “uh”) indicates they were reading from a script.
• Manscaped: Ads from TikTok creators. Creators use one script template but with different faces. Editor’s note: intentional use of a handheld, shaky camera mimics native TikTok creative, eliminating “this is an ad.”
• Hims & Hers: Explainer ads (60-90 seconds) that are also direct response ads. Editor’s note: using kinetic typography instead of lower thirds maintains visual flow with the script.
• Olipop: Ads from founder Ben Goodwin. Discusses gut health while looking directly into the camera. Editor’s note: limited editing (usually shot in one take with a few zooms) maintains trust.
• Magic Spoon: Over 100 creative variations produced in the first year. Editor’s note: winning hooks were almost always close-up “food porn” in the first two seconds.

Overall lesson: Create for iterations, not for awards. Choose a hook format and test variables. Quickly discard unsuccessful options. For short-video banner ads, this means the ability to auto-place on hundreds of videos and instantly collect performance statistics.

Common Success Patterns

• Motion-based editing outperforms dialogue-bit editing for attention retention.
• Calls to action (CTAs) in the last 15% of the runtime work better than in the middle.
• On-screen subtitles are essential for soundless platforms (Meta, TikTok, LinkedIn).
• Most viral videos contain one emotional turning point, not three.

Don’t try to “do like Dove.” Emulate the structure of funnel-format compliance, not specific creative. Planning sequence:

1. Choose a funnel stage.
2. Choose a primary platform (it determines aspect ratio, timing, pace).
3. Find an example that matches both points.
4. Write a one-line hook (if it doesn’t work in Slack, it won’t work anywhere).
5. Script and cast around the hook, not the product.
6. Carefully consider the first 3 and last 3 seconds.
7. Shoot two versions of the hook. Always.

Metrics and Pitfalls

• TOFU: 3-second view, completion rate, CPM. If completion is less than 25% after 15 seconds, the hook isn’t working. Change only the beginning.
• MOFU: Average watch time, CTR to next content, repeat visit frequency. If a 90-second explainer video is watched for less than 40 seconds, the problem is clarity, not the hook.
• BOFU: Conversion rate, associated conversions, sales cycle length. This is the most complex but most important metric.

Pitfalls: Low-targeted placements lead to “vanity metrics.” Last-click attribution often undervalues MOFU videos. Use multi-touch models.

First 30 days: Define the funnel stage, choose a platform, create 3 video versions. Run for 2 weeks, discard the worst, iterate on the best. Internal teams often have problems with editing, not ideas. That’s why many hire external editors.

Tools:

• TOFU: Smartphone, tripod, light.
• MOFU: Adobe Premiere or DaVinci Resolve (free), screen recording tool.
• BOFU: Professional camera, microphone, real interview.

Don’t overinvest in tools in the early stages and don’t underinvest in the later stages.

Frequently Asked Questions

What should be the video length for banner ads in short videos?

For TOFU videos on social media, the optimal length is from 6 to 15 seconds. For MOFU and BOFU, you can go up to 60-90 seconds, but remember about CPM cheaper than 50 and mass reach for pennies.

Is it possible to get cheap reach without creating your own video?

Yes, this is a key advantage of banner advertising in short videos. You can use auto-placement on hundreds of videos, which allows you to buy reach without creating a video and get transparent statistics.

How to test hypotheses with a minimal budget?

Start by testing hypotheses for 1000 rubles. Create several versions of banners without shooting, use programmatic video banners and track