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How Yandex Digital out-of-home helped relaunch a brand platform

In December of 2018, Lamoda placed ads on 40 billboards in Moscow using Yandex DOOH (Digital Out of Home) technology. To support the relaunch of their brand platform and their new company concept, the creatives focused primarily on the upcoming New Year holidays, not on discounts, in order to foster an emotional connection with their audience. In six days, their ads were seen by 4.8 million people, and for the period from December 25 to January 8, 3% of all visits to their site were users who had seen their outdoor ads. Users who saw outdoor ads showed lower bounce rates, a higher page depth and spent more time spent on the site than the control group. In addition, such visitors were more likely to place orders through the website — conversion rates for orders were 15% higher.
Lamoda
Case results
4.8M
4.8M
OTS
3%
3%
post-view impressions
+4%
+4%
branded queries
+15%
+15%
CR to orders
Client
Online clothing store lamoda.ru
Facts & figures
2011 company founded, 5 000 employees, 3 000 brands sold
Representative
Ekaterina Suvorova, Head of Media Services & Planning

Goals

Tools used

  • Digital out-of-home (DOOH)
  • Yandex.Metrica

Period: 6 days

Broad reach for a New Year and new brand

Lamoda had grown up, and it was time to change the brand’s concept from an “online store selling clothing, footwear and accessories” to “a platform offering solutions for your image and lifestyle every day.” Yandex DOOH campaigns supported the brand platform relaunch. This format allowed Lamoda to take advantage of Yandex’s cross-channel communication network: using Yandex data to plan DOOH placement schedules, gathering users who saw the billboards into segments and analyzing these users’ behavior on the Lamoda site (with post-view reports).

Step 1. Yandex data comes in handy when scheduling DOOH placements

40 DOOH billboards in Moscow selected

When choosing billboards, Lamoda considered their location and the characteristics of their audience — they were able to make a selection of neighborhoods with users interested in buying clothing and shoes.

Step 2. Setting up and launching the campaign

Yandex.Direct is now home to DOOH campaigns

In the Yandex.Direct interface, advertisers can choose their targeting settings, select specific billboards and add creatives. “Display campaign” format, “digital outdoor” ad type.

Screenshots from demo account. During the period described, Lamoda ran their DOOH campaigns in the Yandex.Display interface.

Lamoda uploaded two New Year-themed creatives

Lamoda uploaded two creatives with app store logos. In December, consumers show active interest in fashion — they choose outfits for New Year’s Eve and expect deals. Lamoda chose to focus on the holiday mood when making their creatives — this helped created an emotional connection to the new brand platform, showing that Lamoda is available every day to offer new styles for any situation.

1 of 2
2 of 2

Results: An audience of 4.8M consumers in Moscow over 6 days

Lamoda’s DOOH placements got 4 797 775 views. 67% of users in the segment identified in Yandex.Audience were men, 33% were women. The share of smartphones amounted to 66% — mainly users aged 25-45 from Moscow who like to travel, are interested in cars and make online purchases.
Cross-section of Yandex.Audience segment
Audience affinity

Those who saw DOOH ads searched for Lamoda 4% more often than the control group

Branded queries peaked from users saw the billboards at and began searching right after the end of the placement period. Growth was 1% higher on desktop devices, but there were 1.5X more overall branded queries from mobile devices.

3% of all visits came from users who saw ads on billboards, and the quality metrics for this segment were better

To assess performance, they compared site visitors who had seen ads on billboards (post-view) with the control group who hadn’t seen the DOOH placement. For audiences who saw digital outdoor ads, page depth and time spent on the site were higher, but the bounce rate was lower.

Users who saw the billboard ads placed orders on the site 15% more often than the control group

CR for orders amounted to 2% for the control group, whereas CR for users who saw the ads was 15% higher at 2.3%. CR increased most among users who came directly to the site.
Ekaterina Suvorova
Ekaterina Suvorova
Head of Media Services & Planning, Lamoda
At the end of last year, Lamoda launched a new brand platform, and we were tasked with reaching as broad of an audience as possible. Taking into account the available inventory, the timing of the launch, the digital billboards’ potential, the terms of purchase and the possibility of assessing the campaign’s performance, we decided to launch Yandex DOOH ad campaigns. Thanks to targeted placements and thorough planning, the campaign showed solid results. The users we attracted demonstrated strong interest in the brand, and page depth and the amount of time spent on the site rose as the bounce rate fell.
Marina Surygina
Marina Surygina
Group head, Indoor and outdoor advertising projects, Yandex
Advertisers can now launch cross-channel ad campaigns in the Yandex.Direct interface, allowing them to choose specific digital billboards, forecast OTS, and also set time and geo-targeting. Advertisers now automatically get a segment of users who saw their ads, that they can then apply to other ad types in Yandex.Direct to continue their online communication with potential customers.
How Yandex Digital out-of-home advertising helped Lamoda relaunch their brand platform
How Yandex Digital out-of-home advertising helped Lamoda relaunch their brand platform
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