How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 8
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 9
For the banners, a single master creative was used with different products.
Videos
In video format, three videos were in rotation at the same time:
Branded
A vertical format specially made for youth advertising with trendy post-production. We decided to test it on an audience aged 18–24 and 25+.
The results were not obvious: the highest CTR was given by the vertical video made for the 18-24 audience, but in combination with the 25+ audience. And the best VTR was shown by the same video, but finland cell phone number list with the audience for which it was made - 18-24 years old. This is due to the fact that the AEG brand has a bias in knowledge towards an older audience. According to the results of Brand Lift, the 18-24 audience had the lowest level of knowledge.
However, it is worth remembering that vertical formats are only played on mobile devices, and if you compare the performance of all videos exclusively for mobile devices, the picture changes: the vertical video is no longer so far ahead of the others in terms of viewability (VTR), and the CTR is approximately the same for all three videos.
Results
The KPI for impressions and reach was achieved at 131% and 117%, respectively.
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 10
Brand awareness grew by 2% in May and 12% in June.
The first month indicator is significantly lower than that of INFORCE, with a similar work scheme. This is due to the fact that the initial recognition of the AEG brand was higher than that of INFORCE, so with a short advertising campaign period, the result for this parameter is not so noticeable. However, the longer the advertising campaign period, the more intense the growth.