• Growth of brand awareness and memorability among the target audience, bringing it to the top of mind
Creative 1 / Creative 2 / Creative 3
• Fullscreen banners
• Optimization by Apps / SSP
• Optimization by Google Analytics
Optimization:
The main goal of the campaign was to attract the audience’s attention to the tours to Turkey by AnexTour and to present Rixos hotels: Tekirova, Sungate and The Land of Legends. In order to achieve the goal, a mix of video clips of 15 seconds duration, RichMedia creatives with animation mechanics and static Fullscreen banners was chosen.
While planning the advertising campaign, the target audience m/f 25-55 years old with geo-tags across Russia and relevant interests was selected:
| Frequent Flyers: • Luxury cars • Career advancement, careers • Career development efforts • Professional development courses • Donations for charity • Jewelry • Banking products with international banks for individuals • Travel, travel abroad • Finance • Skiing • Downhill skiing • Snowboarding • Spa |
High Income: • Travel abroad • Travel by air • Airplane (travel) • Hotels Eastern Europe / Europe • Mexico and Central America • Travel with children |
For the campaign the BYYD team promptly prepared 3 RichMedia creatives with animation mechanics as well as Fullscreen banners. During the advertising campaign, daily optimization was carried out according to the statistics of the BYYD platform. Daily analysis of the incoming traffic and optimization of the campaign according to media indicators was performed. In addition, the campaign’s post-click indicators were optimized according to Google Analytics data, which ensured the flow of interested users to the site.
At the end of the campaign we got the following results:
Video:
Clicks:
CTR:
Plan: – 4,50%
Fact: – 4,51%
For the entire period of the advertising campaign we managed to reach 142 537 unique users.
RichMedia:
Clicks:
CTR:
Plan: – 2,00%
Fact: – 2,12%
For the entire period of the advertising campaign we managed to reach 285 672 unique users.
Fullscreen:
Clicks:
CTR:
Plan: – 1,50%
Fact: – 1,54%
For the entire period of the advertising campaign we managed to reach 506 454 unique users.
Total:
Clicks:
CTR:
Plan: – 2,10%
Fact: – 2,17%
For the entire period of the advertising campaign we managed to reach 800 000 unique users.
Reaching the interested audience allowed to exceed the planned volume of clicks by 3.9%
Post-click performance:
Session depth – 1.3-1.8 pages
Time on site – 54 sec-1 min. 12 sec. (benchmark: 40 sec. and up)
Bounce rate – 35-44% (benchmark: 45-50%)
Conversion of clicks into sessions – 72%
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