Using online video ads to reach your audience in Russia: Yandex Video Network creates new opportunities
This post is a summary of a Yandex.Direct presentation Brand awareness and performance-based campaigns in the Yandex Video Network on using digital video ads to increase brand awareness and gain new customers on the Russian market.
New opportunities for reaching & converting Russian buyers via online video ads
While TV video ads continue to be leading in terms of market share in Russia, online video ads are quickly catching up.
For advertisers interested in effectively reaching specific target audiences across Russia, it’s worthwhile to consider using them instead of TV ads.
There are several reasons to do so.
First of all, millennials in Russia tend to watch less TV – so if you want to reach them, you should be online.
Second, more and more people start watching videos:
- 61% of the population and 85% of the internet audience watch videos on desktop
- 50% of the population and 71% of the internet audience watch videos on mobile devices.
According to e-Marketer data, the number of digital video viewers in Russia is expected to rise.
These are the reasons why video ads are an excellent option for brand awareness and performance-based campaigns.
For Philips, a video clip has helped increase brand awareness by 14%, brand memorability by 71% and ad memorability by 55%.
For M-Video, a Russian e-commerce electronics store, Yandex Video Network has proven to be a full-fledged conversion channel with 42% post-impression conversions and 66% post-click conversions from all online video campaigns.
What Yandex Video Network offers to advertisers targeting Russian buyers
- Yandex services
- TV channels
- Sites and cinemas
Machine learning for smart targeting:
Crypta machine learning allows to target buyers by type of device and demographics, as well as by user categories and interests (read more here).
In addition to that, Yandex allows targeting of groups of devices within a specific household, whether for apartments or for single-family homes.
Antifraud technology includes real-time anti-bot protection, online checks, and offline analysis of user behavior.
- target by whether or not users were shown your clip
- target by how much of your video they watched
Post-campaign reports offering information on your target audience & conversions
For additional insights on your target audience, post-campaign reports provide a breakdown on a variety of metrics, including:
- audience portrait
- breakdown of impressions and views
- TV-watching habits of your audience
In addition to that, you’ll have access to the data on conversions of users watching your digital video ads:
- conversions during/after your ad campaign
- data on conversion costs and rates