М.Видео
Результаты кейса
12.5
times higher income from the placement of smart banners vis-à-vis the budget
6.7
times less than the CPA of thematic advertising on YAN
3
times less than the CPA of search advertising
Клиент
The leader among retail chains selling electronics and home appliances in Russia M.Video www.mvideo.ru
В цифрах
founded in 1993, more than 350 stores in 150+ different Russian cities
Objectives
- Test the capabilities of smart banners, an experimental format of Yandex.Direct.
- Compare the results with other Yandex.Direct formats.
Used:
- Yandex.Direct: smart banner (closed beta testing)
Period: October 21 — November 4, 2015
Project stages
How smart banners work
A smart banner is a Yandex.Direct advertising format, a hybrid of context and media advertising with dynamic content and one-click payment.
Banner content is automatically adapted to the audience: the system inserts a product offer into the banner’s template that corresponds to the interests of the user visiting the page.
Results
The cost of clicks and conversions from the smart banner (attribution based on the last meaningful click) turned out to be lower than the ones with search and thematic advertising on YAN. Only the clicks and conversions of search advertising for “branded” searches (“mvideo”, “эм видео”, “vdbltj” etc.), which are used by an obviously loyal and ready-to-buy audience, turned out to be less expensive.
CPC
CPA
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