Banner advertising, launched in the same segments and with retargeting for the audience that saw the video, provided greater coverage across sites and increased contact frequency. This allowed us to reduce the overall CPM and increase contact frequency across the entire advertising campaign.
Brand INFORCE
The period of the RK is April.
and we were interested in the audience of car owners - priority is given to those who service their cars themselves and those who run a business in the automotive industry.
Thus, the advertising campaign was launched on the segments of egypt cell phone number list car owners, buyers of spare parts and a mix of the segments "business" + "auto". Additionally, they used the audience of online buyers of auto goods, collected on the basis of electronic receipts.
Examples of banners:
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 1
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 2
Videos
We tested two versions of the video. One focused on the product:
The second video demonstrated a situation of use by the target audience:
Moreover, the voiceover and textual USPs in both videos were the same.
Both videos were tested on the audience "auto" + "business" (launched into rotation simultaneously) to evaluate the effectiveness of each and choose the optimal one. VTR and CTR of both videos were the same: VTR - 71%, CTR - 0.44%. This CTR is considered above average for this format - 0.2-0.3%. This speaks to the quality of the videos, correctly selected targeting and the effectiveness of the carousel format at the end of the video.
For the remaining audiences, we used only a video with a 3D product.
Due to the rather limited audiences at launch, the campaign did not reach the speed necessary for normal Brand Lift operation. Therefore, during the process, we added a segment of the audience interested in passing the MOT.