ADV Benchmark

The ADV Benchmark division is a buying structure that forms a centralized media-buying ecosystem (TV, Digital, OOH, press and radio) for all clients of the ADV group. The division’s activities are based on a transparent and technologically advanced system that meets the requirements of the market and is created on the basis of modern technologies. The digital department purchases and places programmatic advertising, contextual and targeted advertising in social networks. ADV Benchmark also includes the performance marketing agency ADLABS, which specializes in contextual advertising, e-commerce, SEO-optimization and WEB-analytics services.

Agencies

A platform for automatic advertising inventory procurement in
TV and Internet. Aizek helps companies investing in media to promote their brands by solving the three key tasks of modern marketing:

– Target consumers of various product categories and products across all media;
– Gather disaggregated data on media consumption and audience buying preferences within a single source;
– Highlight the link between media investment and sales. More

Strategic partnership

The mobile operator PJSC VimpelCom (Beeline) and ADV Group announced their strategic partnership aimed at increasing the efficiency of advertising campaigns during SPIEF-2019. The partnership offers great opportunities for advertising messages personalization and deeper targeting, and also involves joint research on consumer behavior. More

One of the most important projects of the two companies is TV advertising attribution. By building a predictive conversion model based on Beeline TV data we open up opportunities for a detailed analysis of connection between consumers’ contacts with TV ads and their purchases in offline stores, which in turn allows us to optimize subsequent advertising campaigns and increase ROI by 15-20%.

iTV

A project that allows you to plan and place video ads in the single “TRP currency” – on TV, Smart TV and the Internet, create a perfect split of these channels depending on the media consumption of a specific audience and thereby reach the consumer in the right place and at the right time.

Addressable TV

ADV Benchmark solution, which allows you to customize the display of Smart TV ads for specific households, as well as purchase Smart TV advertising inventory based on ratings points (CPP model).

Incremental Mobile

The solution has been developed in partnership with Mail.Ru Group and Tiburon. The main goal is to minimize possible overlap between desktop and mobile audiences. Analysis of advertising campaigns based on Incremental Mobile shows that the tool reduces advertising costs in all cases.

The team

Sergey Shuskov

Offline Media Buying Director

Sergey graduated from the Bauman Moscow State Technical University in 2007. During his last year at the university, Sergey started his career in the advertising market by joining MPG Agency (presently Havas Media) in 2006 as Junior TV Buyer. In 2014, he became Director of Broadcasting Media Buying; in 2017, Sergey joined the new division of ADV Lab & Benchmark as TV Director.

Aleksandr Mayzelis

Head of Negotiations and Partnerships

Graduated from the Moscow State V.I. Lenin Pedagogical University in 2002. In the same year, he joined Mindshare Digital Advertising Agency as a Media Buying Manager. From 2006 to 2011, he worked as the Head of Digital Buying. Since September 2013, he has joined the ADV team.

Tatiana Khokhlova

CEO of Adlabs, Chief Digital Officer

Tatiana Khokhlova has worked at ADV for more than 10 years. She began her career with the group as a junior manager for media planning, and was developing programmatic media buying as Head of Programmatic Division of Havas from 2016 until 2019 when she joined the ADV Lab and Benchmark team as Director of Product Strategy. In 2024, she was appointed as Chief Digital Officer.

Evgeny Navolochny

Programmatic & Mobile Director

Graduated from the Bauman Moscow State Technical University in 2007; worked at IMHO VI, then at SmartNewSolutions. In 2013, he joined Initiative where he made his way from Senior Media Planner to Account Director. Since 2016, he has been involved in the development and implementation of media products at ADV Lab & Benchmark.

Svetlana Vorobyeva

TV Director

She graduated from Bauman Moscow State Technical University. Has been working in advertising industry for more than 15 years. In different periods she coordinated special projects, headed the research department, and led the client relations team. Since 2015 she has been working in the TV division of ADV Benchmark.

Elena Dolgopolova

TV Planning & Buying Director

She graduated from the State University of Management with a degree in film and TV management. In the 4th year of study, Elena entered an internship at an advertising agency. After graduating, she began working for Video International. For 10 years she has gone from junior manager to head of sales department. Since 2017, he has been working as a TV director at ADV Benchmark.

Ludmila Sapronova

OOH Department Director

Ludmila has been working in advertising industry for more than 20 years. Since 2008 she has been working in Posterscope Russia, for the last 8 years in the position of project director of OOH advertising buying. She has wide experience working with many categories and clients such as "Gazprom Media Holding", "Lenta", "M.Video-Eldorado", "Gals-Development", "Avito" and others.

Ekaterina Rybakova

Head of Press and Radio Advertising

Ekaterina started her media career as a student at J. Walter Thompson. In 2002, she joined the team of Initiative Agency as a Planning Director of Press Advertising Campaigns. In 2005 shea took the lead of ADV’s press department, as well as ADV’s radio department in 2013. From autumn 2017 to the present day, she has taken a position of Head of Press and Radio Advertising at ADV Lab & Benchmark.

Kamil Khadzhiakhmetov

Head of Audit and Analytics

Graduated from the Moscow Aviation Institute in 1998. In 1999, he joined the TV buying team at Initiative. He headed the TV advertising department at Initiative from 2001 to 2017 and at UM from 2014. In 2017, he became Director of Audit and Analysis at ADV Lab & Benchmark.

Careers
at ADV Benchmark

Are you inspired by unlimited potential of technologies? Do you want to help create products that change the Russian advertising market? Join the team at ADV Benchmark.

Current vacancies:

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