Philips paid careful attention to the quality of their creatives and contact at all levels of the sales funnel. They used CTR to assess the performance of their creatives, and brand contact by the quality of user visits — clicks on the “Buy” button and on retailer logos on the Philips.ru site. The Adobe Analytics analytics system helped with post-click tracking.

Ekaterina Benitsevich

Digital Performance Manager, Royal Philips

The large part of our sales take place offline, so we focus our ad campaigns on the quality of user visits and users' intention to make a purchase — a click on the “Buy” button that opens a window where they can choose a store. These are currently the only only more or less objective parameters that we can use to compare advertising channels at the stage when users are searching for and then viewing products.

Video extensions offer an additional format for impressions in ad networks

Yandex.Direct automatically took the ad copy and link for video extensions from Philips' Text & Image ads. Branded content was used as the video background.

Philips' video extensions appeared in two formats:

• InPage - interactive banners within pages, with sound that plays when the mouse hovers over the  banner.
• InStream - during video content in the Yandex Video Network.

They checked their video extensions' statistics using filters in Yandex.Direct.

Separate video ad campaign launch

In September 2018, a new tool was released in Yandex.Direct — video ads — a PPC format with a budget and bids that can be managed separately. Statistics for this format are gathered in the campaign cross-section.

Philips launched video ads for 11 categories including electric toothbrushes, blenders, razors, IPL hair removal, hair care, children's goods, vacuums, irons and steamers. It was important that the user saw the Philips brand logo and understood what they can find on the brand's site. As a result, Philips decided to use their own clips presenting their products and separate texts for their video ads.

Results: broad reach, flexible management, high-quality contact

Three weeks after launching, their video ads had received 7X more impressions and 9X more clicks than their video extensions in the same period.

Their video ads' average CTR was twice as high, and the conversion rate for clicks on the “Buy” button and retailer logos were 16% higher. At the same time, Philips saw their CPA optimize: CPC dropped by 31%, CPL by 40%.

Anastasiya Fedoseeva

Senior Digital Performance Manager, iProspect Russia 

The Yandex Advertising Network provided the flexible bid management needed for  Philips to reach their goals. We focused on this PPC format and now include video ads in the media-plans for all Philips products. Our plans include expanding our reach and post-click metrics for the format.

This table highlights the similarities and differences between the two formats.