Yandex tests shoppable advertising on smart TVs via QR-code product cards

August 26, 2026 · cablemanru

Advertisers can already attach shoppable product cards to CTV video ads through Yandex Direct, each carrying a QR code that sends viewers to the advertiser's site, Kommersant reports. Yandex is testing whether that flow can move further, letting purchases happen directly through the TV interface instead of requiring a phone scan. Early pricing estimates from market participants put the format at 10-15% above standard CTV rates, or roughly 250-400 rubles per thousand impressions. Every fifth TV in Russia already runs Yandex's own operating system, giving the company a built-in base for the experiment, Cableman previously reported.

Campaigns built around QR-code CTV ads add a screen-to-phone step that many viewers skip, which is why the format has stayed niche in Russia despite the underlying reach. Removing that step and letting checkout happen on the TV itself would turn a video placement into a point of sale, a shift most valuable to large retailers, e-commerce operators, and FMCG and fashion brands weighing performance budgets against Russia's 15.5 billion ruble CTV ad market, which analysts expect to grow 30-35% in 2026.