M.Video Opens Retail Media Ads to Advertisers Outside Its Supplier Base

September 4, 2026 · AdIndex

M.Video's new format extends its retail media tools to companies with products outside the retailer's own shelves and website, the Russian electronics and appliance chain told AdIndex. Previously, only suppliers with items already listed in M.Video's retail or online channels could advertise, and every campaign carried a direct link back to M.Video. The new format detaches campaigns from those sales channels entirely, including their visual style, so advertisers can run omnichannel promotions independent of M.Video's own product pages. QR codes are one planned mechanic: a shopper scans a code inside an M.Video channel, lands on the advertiser's promotion page, and can activate a promo code, claim a bonus, join a loyalty program or enter a prize draw.

Brands without a supplier contract at M.Video gain a paid path into its retail audience, using the same QR-driven mechanics of promo codes, loyalty bonuses and prize draws that its suppliers already rely on. Alexander Semenkin, M.Video's monetization projects lead, said the format gives such advertisers "an opportunity to build communication with M.Video's audience across several channels at once and use different engagement mechanics, from QR codes and promo codes to bonus programs and special promotions." Retail media budgets that once required a supplier relationship with M.Video now compete for the same open ad inventory, extending the omnichannel retail media platform for brands and marketplace sellers that M.Video announced in March.