The combination of the three key metrics (brand awareness, ad recall and purchase intent) in May and June clearly demonstrates that:
– the strategy where we reach users who have watched the video with banners works more effectively than launching video and banner ads in parallel to the same audience.
– the longer we interact with the audience through advertising, the more intense the growth.
Our colleagues from Yandex initially conducted an analysis of Search Lift using a general mask, and not a thematic trail that relates to tools. Interestingly, a repeated analysis using the required trail showed greece cell phone number list no dynamics. This suggests that users search using the AEG top-level mask, and not the ones we want. Since the brand's product line is wide and not limited to tools, users are not in the habit of specifying a query, since they do not
Also during the RK period, we noticed a discrepancy between the dynamics of brand demand and the dynamics of demand by category: at the moment when brand demand increased, demand for the industry fell sharply. This means that without advertising during this period, demand for the brand would have fallen comparable, and with the help of advertising, we managed not only to prevent the decline, but also to bring it to a slight increase.
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 16
At the same time, if you look at previous periods, the dynamics of demand for the brand fluctuates in sync with demand for the industry.
Conclusions
"Based on the results of the placements, it can be seen that even with a relatively short advertising campaign period, showing excellent dynamics and finding many insights is not an impossible task. You just need to analyze all available metrics, and not get hung up on one key one. This will help separate the results from external factors and make diverse conclusions."
Vitaly Agafonov, Project Manager, Ingate
“But the main conclusion we made for ourselves is that there is no need to overcomplicate everything in advance with cumbersome segmentations and separate messages/creatives for each segment. This will make the interpretation of the obtained results as difficult as possible. The surest way to work with media advertising in digital (especially with a small budget and the need to quickly show the result) is to test more and make cuts in all available ways, because the data can amaze you. And, of course, give a lot of food for thought, but these will no longer be hypotheses invented out of the head, but confirmed by real statistics.”