Video and mass editing of campaigns in VKontakte
Personalized targeting is growing in popularity in video advertising
Saving time through automation
Supergeo = Supertargeting
Data-driven DOOH advertising
Data is King? Experiment is King
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"Data is the new oil" is a phrase that has become a telegram codes list cliche among marketers. Many have learned to collect and store huge amounts of data, but few still know how to get practical use out of it. We asked experts what data is especially important for targeted advertising, how to use it to improve business performance, what new things you can apply today, and what will take off tomorrow.
Alexander Lebedev, Marketing and Advertising Director, FSK
Now that basic "hygiene" of working with data has become a standard that almost everyone has, the market has moved to the next stage. Like, for example, with banner analytics 20 years ago. Now the question is no longer whether a business has end-to-end analytics and matching. The question is what is the quality of the data collected and the efficiency of working with it.
Video and mass editing of campaigns in VKontakte
VK launched a new advertising account — the design, reporting, and navigation have changed. Initially, it was announced that access to the updated account would be by invitation only at first. But we managed it right away, so go ahead. (If it doesn't work out, write in the comments, and we'll send you an invitation.
)Users who have already tried the new account note that working with advertising has become more convenient. Additional options have appeared, such as mass editing of campaigns and ads. Also, you can now add a video to the "Website Advertising" format ads, the maximum duration of which is 5 minutes. The new "Website Advertising" format became available in December 2018. The length of the title in the ad can be from 3 to 25 characters, the length of the description - from 3 to 90.
Personalized targeting is growing in popularity in video advertising
The share of ad impressions with personalized targeting types in the Yandex Video Network has grown 2.3 times since 2017, according to an internal study by the search engine company itself. Advertisers increasingly prefer search retargeting and targeting by audience interests to classic targeting of video ads by gender, age, and income level.
Among the formats, the most popular are instream formats (85% of advertising), outstream formats (15%), of which 14% are in-page and 1% are interstitial. Search retargeting is especially popular in the tourism, auto, finance, and retail industries. Targeting by audience interests is in the automotive and financial industries, telecom, and real estate.
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Saving time through automation
Performance marketers increasingly resort to the help of various services and automation tools. Using them, you can:
bulk edit RK;
segment the audience;
use additional targeting settings (for example, by time of day);
automatically configure various ad management scenarios;
track the required KPIs (up to sales);
keep detailed statistics for all advertising campaigns.
Dmitry Zhokhov, Commercial