• Informing the audience and attracting them to the theaters
• In order to get to the target audience we not only used the socio-demographic characteristics, but also targeted the users by relevant interests such as family, children, family entertainment, movies, going out) and app categories
Premiere
The campaign has started on the day of the movie premiere
Banner
From the banner the users were directed to an interactive landing page where they could watch the movie trailer and buy tickets
Target Audience
In order to get to the target audience we used not only socio-demographic characteristics, but also targetings by the app categories and relevant interests such as family, kids, family entertainment, movies, going out.
Optimization
We performed daily optimization using BYYD platform's statistics together with Google Analytics. The apps that gave us the worst quality traffic were transferred to the black list and never used again.
The set of the measures and instruments used gave us a possibility to overfulfill the planned KPIs within the budget:
CTR: plan – 1.5%, fact – 1.53%
Clicks: plan – 38000, fact – 39115 (+3%)
The users saw the advertisement more than 2,5 million times
The average time on the website was 44 seconds
Amount of new users on the website was 99%
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