Promoting Video and Performance in VK ADS 2025

Find out how VK Ads is changing the iGaming market through video content and what opportunities it offers for user engagement.

Last Updated: 10 september 2025

For iGaming funnels, video on VKontakte has long ceased to be just a “warm content.” VK transformed videos and clips into standalone placements with separate algorithms and, most importantly, a unified VK Ads cabinet. It covers reach, engagement and conversions — from native views to lead forms, Mini Apps, and product/service catalogs. On 3S.INFO, we delve deeply into what this is, why it’s important, and how to quickly launch it.

The History of VK Video: Where It All Began

The first embedded videos on VKontakte appeared back in the early 2000s as a “social video library” without advanced monetization options.

In 2020, VK Clips (vertical 9:16 format) were launched, giving the platform a new boost.
By 2023, the goal “Videos and Live Streams” was introduced in the advertising cabinet, making video promotion possible with one click directly from communities or profiles.
In 2024, VK Video was established as an independent service, introducing Revenue Share (50–80% for authors who meet certain thresholds and content requirements).
By 2025, videos/clips, Mini Apps, communities and external platforms are integrated within a coherent logic framework — from media coverage to performance optimization. The VK Ads system now includes automated creative generation, smart bidding strategies, and convenient compliance mechanisms aligned with legal regulations.

From Then to Now (Key Changes for Media Buying): VK Ads

What	2023	2025
Role of Videos	“Cheap Views,” Post Boosting	Separate Placements (VK Video/Clips) + Targeting and Optimization Based on Actions
Launch	Promotion of Posts/Broadcasts Directly from Communities	Full-fledged Objects: “Video Advertising,” “Post/Video/Clip,” Shoppable Videos, Dzen, External VK Ad Network
Algorithms	General Smart Feed	Separate Algorithms for Recommending Videos/Clips, Look-Alike, Behavioral Segments, Community-Based Targeting
Creatives	Manual Assembly	Automatic Generation of Videos from Static Assets, Intelligent Cropping/Scaling, Media Library
Legality	Basic Labeling	End-to-end Compliance: ERID/UIAR through VK ADO, Transparent Procurement Strategies and Reporting

Legal Aspects and Moderation: What Is Allowed and Prohibited in VK Ads

In Russia, there is a centralized accounting system for internet advertising known as Unified Internet Advertising Registry (UIAR). Any advertisement must be labeled with an Economic Relations Identification Number (ERID) and transmitted through an authorized Data Operator. VK Ads has built-in mechanisms for transferring data to the registry.

For iGaming campaigns, we rely on Article 27 of the Federal Law “On Advertising”: prohibitions include targeting minors, promises of easy earnings, exaggerating winning probabilities, etc. Direct offers from online casinos face strict restrictions. Bookmakers follow specific rules and licensing requirements.

A practical approach involves using content wrappers such as streams, reviews, guide videos, combined with strict age restriction (18+) and accurate disclaimers.

Starting September 2025, an additional ban will be imposed on placing advertisements on resources recognized as undesirable/prohibited in Russia. Ensure your media plan complies with these regulations.

Map of VK Ads’ Advertising Tools

All the most useful features for media buyers in VK ADS: Tools explained briefly and how to enable them.

Tool	Purpose (When to Use)	How to Launch, Summarized
Video Advertising (video placements: in-stream/in VK Video/in Clips)	Reach/Awareness, increasing views, warming audiences across different placements (“cross-placement”).	Create a campaign → “Awareness and Reach” → “Video Advertising” (separate object available) → upload video(s), choose placements; objectives — impressions/views, optimizations focused on video metrics.
Post/Video/Clip (Publication Boost)	Boost already published content in feeds/clips.	Campaign → “Awareness and Reach” → “Post, Video, or Clip” → Select “Video and Broadcast”/”Clip”. Convenient for quick tests of teasers and social proof.
Universal Ad (adaptive for multiple placements)	Quick performance start without extensive creative matrix setup.	Upload different assets (images/videos/texts); the system automatically distributes them across formats and platforms. Next step: set a goal along the funnel (traffic, conversions, leads).
Shoppable Ads (video + product carousel)	If you have a catalog/showcase: “watch-click-buy.”	Link your product catalog, record a video, assemble a shoppable scene. Works simultaneously for both content and conversion.
Adaptive Product Banners/Carousel	Feed dynamics: retargeting, upselling.	Connect your product catalog, configure dynamics/retargeting. Universally applicable for e-commerce offer integrations.
Lead Forms	Fast lead generation without redirecting to website.	Leads Section → Builder → Goal “Applications/Registrations,” auto-generated privacy policy; event-based optimization. Ideal for pre-registrations/support.
Community/Profile Promotion	Grow subscribers, reactions, messages (DM).	“Community/Profile” Object, optimized for “Join/Message.” Additionally targets similar audiences and subscribers of other communities.
Application/Mini Apps	App installs and in-app actions.	“Mobile Application” or “Mini Apps Launch” Object, Pixel/SDK Tracking, Event-Based Optimization.
Dzen Promotion Through VK Ads	Content funnel: read-throughs → clicks to website.	Integrate Dzen channel with VK Ads; pay per click or impression; features “scroll2site” functionality and automatic labeling via ADO.

Infrastructure Bonuses of VK for Gambling and Betting Promotion

How to Save Budget and Money?

Automatic Creative Generation (including videos from static materials), intelligent cropping/scaling, media library. Greatly accelerates A/B iterations.
Purchasing Strategies: Lowest cost, Cost cap, Fixed Price, Maximum Impressions — choose according to your KPI for leads/views/reach.
VK Ads Pixel and Event Builder (in browser, no code changes required), automatic goal capturing, optimization for events like “added to cart/registration/purchase.”
Audience Import (from VK/myTarget), targeting by communities (subscribers of competitive pages and adjacent niches).
Special Formats for Reach: Teasers/banner ads/videos in “Clips” are accessible in the “Awareness and Reach” tab.

Targeting and Optimization: What’s Working Now

Behavior/Interests + Community Targeting (Subscribers of Relevant Pages) — Good Starting Mix for Cold Audiences.
Look-alike Based on Quality Micro-conversions (View Completion Rate ≥75%, ≥2 Interactions with Clips) — Improving Precision.
Buying Strategy: Start with Lowest Cost, then Transition to Cost Cap with Margin Over Desired eCPA to Avoid Delivery Suppression.
Creative Factory: Utilize Auto-generation of Videos from Static Assets — Quickly Provides 5–10 Variations for Initial Split Testing.

Organic Traffic and Advertising: How to Work Together?

Previously, emphasis was placed solely on paid advertising. Today, however, organic traffic is essential if you want to achieve significant results.

Channel	Benefits	Challenges
Organic traffic (VK Video, Clips)	Recommendation inclusion, trust building, retention improvement	Systematic content production, competition for attention
Advertising (VK Ads)	Rapid traffic acquisition, precise targeting, scalability control	High lead costs, strict moderation policies, risk of rejection

Best result comes from combination: first build organic reach through native videos (e.g., game reviews, streams, “how to play”), then enhance it with advertising targeted at look-alike audiences.

How to Integrate VK Videos into an iGaming Sales Funnel: Step-by-step Plan for Media Buying

Cold Reach — Video Ads (VK Video + Clips) with fast hypothesis testing focusing on hook in the first 0–5 seconds.
Social Proof — Boosting “Post/Video/Clip” from public page/profile to secure views and reactions.
Performance — Universal Ads for traffic/applications; lead forms for pre-registrations; adaptive banners/carousels/shoppable formats if product feed exists.
Remarketing — Pixel + Events (content viewing → driving towards Mini App/landing page).
Content Funnel (Optional) — Using Dzen via VK Ads for affordable touchpoints and SEO effect.

Quick Checklist for Launching in VK Ads

Choose a goal based on your sales funnel stage: reach (video ads), engagement/reactions (boost post/clip), leads (lead form/universal ad), Mini App/installs.
Install VK Ads Pixel, collect auto-events, finalize setup with builder (no code editing needed).
Audiences: interests+behavior, community targeting, LAL on quality micro-conversions; enable retargeting.
Bidding strategy: start with Lowest cost, then switch to Cost cap.
Creatives: generate 6–10 variations using autogeneration (videos from static images), focus on the first 3–5 seconds of the hook.
Tagging: obtain ERID, transmit data to UIAR via VK ADO; maintain records.
Comply with Article 27 of the Federal Law “On Advertising” (Federal Law No. 38): 18+, avoid promising income/”easy wins.” (for more details on legal aspects, see below).

Practice for Media Buyers

Don’t go direct — direct offers won’t pass moderation. Use content wrappers: reviews, gameplay footage, interviews with streamers.
Test formats: clips work well for attracting viewers, longer videos help warm them up.
Keep attention: the first 5–7 seconds determine whether the video makes it to the “For You” section.
Embed CTA: sign-up through Mini App, link to community, transition to store.
Pay attention to legal aspects: all ad campaigns must be recorded in the registry (Law No. 38). Better double-check than get blocked.

How to Choose a Channel for Video Promotion: Comparison with Alternatives

Platform	Usefulness for Media Buyers	Drawbacks
VK Video / Clips / VK Ads	Local audience, numerous placements, detailed targeting, audience imports, auto-creatives, ERID/UIAR out-of-the-box	Strict moderation for iGaming, cannot use direct promotions, requires compliance and wrapping.
YouTube	SEO-friendly content, long-form formats and live streaming	Limited advertising tools in Russia; often remains as organic/image-building tool.
Telegram	Native integrations, grey performance	No algorithmic video promotion; reach equals channel size.
RuTube	Regulatory safety, niche-specific reach	Low engagement rates, limited inventory compared to VK.
TikTok	Virality potential, rapid growth	Access issues in Russia, high probability of offer bans.

VK Video Formats in 2025: Why It’s Important for iGaming Media Buyers

In 2025, VK is not about “cheap views” anymore but rather an interconnected ecosystem: videos/clips + universal performance formats + Mini Apps + Dzen, equipped with smart buying strategies, pixel tracking, and auto-generated creatives. For iGaming media buyers, the winning scheme involves using content wrappers instead of direct offers, proper tagging, and legal compliance, followed by scaling through universal ads, lead forms, and remarketing. With these tools, you can build a stable funnel meeting KPIs, staying within legal boundaries and avoiding moderation risks.