Pupa Milano and Realweb reached up to 90% of online audience with VTR up to 95%

August 28, 2026 · worldppc

NRA, the main seller of Russian TV airtime, raised its base rates by 40 to 58% in 2025, and more than 70% of the inventory sold in early deals to the top 20 advertisers. Pupa Milano needed to launch five new products that year and set a target of TV-level reach and frequency on a media budget outside TV. Realweb assembled a funnel spanning OLV, Smart TV, online cinema ads, static and interactive banners and point DOOH placements in shopping malls, then varied the exact platform mix from flight to flight: one launch ran video through Hybrid, another through RedDigital. Wink VOD multiroll placements hit 94% VTR, a Yandex Direct video format hit 91%, and RedDigital preroll delivered 82% VTR across 2.8 million views. Across five flights the approach produced VTR as high as 95% and contact frequency as high as 6.

Smart TV and online video inventory can now stand in for linear TV reach and frequency, letting brands reach up to 90% of an online audience without bidding against the largest advertisers for scarce TV airtime. The case also shows where budget should shift: influencer-led video beat studio production on VTR and CTR across every platform Realweb tested, static banners delivered the cheapest incremental reach alongside pricier video and rich media, and post-view brand search lift reached 83.04% among people exposed to the campaign. Agencies planning multi-product launches get a repeatable template: build one funnel, swap the platform mix flight to flight, and hold every launch to TV-grade targets such as SOV above 60% and VTR above 75%.