Of all the targeting, the segment based on transactional data worked best. As a rule, such segments work better if the category has a sufficient volume of receipts, since targeting is based on data on real purchases. The result of this campaign was 10-15% better in both CTR and post-view conversions than all thematic campaigns.
Results:
The KPI for impressions and reach was achieved at 128% and 118%, respectively.
24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 3
Brand awareness increased by 10% over the half-month of advertising (from 18.04 to 01.05).
Advertising memorability increased by 66% – the creatives were remembered by the audience.
"Such growth in ad memorability certainly affects the growth of el salvador cell phone number list brand awareness. But in this case, we see that the brand itself is less memorable. Therefore, in the future, it is important to find a balance between the memorability of the video and the memorability of the brand.
One of our hypotheses is that the video was so overtly product-focused that it distracted users from the brand ."
Konstantin Oreshnikov, Head of Media Ingate
Search Lift showed a 95% increase, which is quite a high figure for such a budget and advertising period. It shows that users are more likely to search for a brand after viewing an ad.
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 4
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 5
Given the goal (increase in demand) within the current media budget, we recommended working only with video advertising in the future, as it has a greater impact on the client's goal. Banner advertising can be used as a residual - on users who have watched the video, in order to inexpensively increase the frequency of contact and additionally stimulate the audience.