Online cinema ivi.ru – first among Russian platforms has launched the technology, which allows to use interactive – to communicate with users in mobile video advertising. Now it is possible not only use informational messages but more complicated scheme for communication with targeted audience.
Around 25% of all video views in online cinema are via smartphones and tablets, average time per unique viewer – over 2 hours, that is higher than the indicator on the site and is less only in comparison with Smart TV. The growth of audience on alternative screens by the end of 2014 - 22% more.
New technological solution offers advertisers some additional functions. Miktosite interface allows to find out more about product or service, leave review, connect to social group network, watch additional photo and video materials and not leave the app. Interactive helps to increase viewers’ loyalty and to increase contact time with a brand for 60%, stated by ivi.ru.