The KPI for impressions and reach

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The second video demonstrated a situation of use by the target audience:



Moreover, the voiceover and textual USPs in both videos were the same.

Both videos were tested on the audience "auto" + "business" (launched into rotation simultaneously) to evaluate the effectiveness of each and choose the optimal one. VTR and CTR of both videos were the same: VTR - 71%, CTR - 0.44%. This CTR is considered above average for this format - 0.2-0.3%. This speaks to the quality of the videos, correctly selected targeting and the effectiveness of the carousel format at the end of the video.

For the remaining audiences, we used only a video with a 3D product.

Due to the rather limited audiences at launch, the campaign did not reach the speed necessary for normal Brand Lift operation. Therefore, during the process, we added a segment of the audience interested in passing the MOT.

Of all the targeting, the segment based on transactional data worked best. As a rule, such segments work better if the category has a sufficient volume of receipts, since targeting is based on data on real purchases. The result of this campaign was 10-15% better in both CTR and post-view conversions than all thematic campaigns.

Results: was achieved at 128% and 118%, respectively.


How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 6
Brand awareness increased by 10% over the half-month of advertising (from 18.04 to 01.05).

Advertising memorability increased by 66% – the thailand telegram data creatives were remembered by the audience.

"Such growth in ad memorability certainly affects the growth of brand awareness. But in this case, we see that the brand itself is less memorable. Therefore, in the future, it is important to find a balance between the memorability of the video and the memorability of the brand.



One of our hypotheses is that the video was so overtly product-focused that it distracted users from the brand ."