Yandex uses only users who were shown ads in Yandex Media as respondents who "saw the ad". That is, you will not be able to do Search Lift and Brand Lift if you advertise on another platform. At the same time, when advertising on several platforms (not only in Yandex Media), Yandex studies will also not be reliable. This is due to the fact that the number of respondents who "did not see the ad" may include users who actually saw your ad through other platforms, to the data of which Yandex does not have access. We have even encountered cases when, when using several platforms, Brand Lift gave a negative result, because more budget was allocated to other platforms or a promotion was running on TV at the same time.
Therefore, if we want maximum reliability of the data, it is better ecuador cell phone number list to fulfill Yandex's conditions - conduct a measurement and then, having convinced ourselves of the effectiveness of media advertising, test other platforms. Which is what we did ."
Alina Sinelnikova, Project digital strategist Ingate Group
The second feature of the project was the mechanics of creating creatives. The production of videos and banners was carried out by the client himself, but in order to make the creatives effective, the VseInstrumenti.ru team created them according to our recommendations. We gave recommendations based on research data from Yahoo and Dynamic Logic: video timing, where to place the brand, in which part of the video to show it, etc. The result was excellent staged videos and a version based on 3D Motion Design, for which we are very grateful to the VseInstrumenti.ru production team.
Yandex Media: implementation and results
For the INFORCE and AEG brands we used html5 – for banners and videos in the non-skippable Instream Pre-roll format.
Banner and video advertising were launched simultaneously to optimize cost and contact frequency.
Video advertising is more expensive, but works better for brand and advertising memorability. We also used a product carousel at the end of the video to increase its clickability.