VKontakte has opened access to the advertising exchange in the communities

    Two weeks ago, VK launched a closed testing of the functionality of the advertising exchange in communities. The test was attended by selected advertisers and some group owners. Starting today, advertising has become available to all advertisers through the office - vk.com/exchange?act=office

    Advertising is placed by community administrators as a regular update. According to the terms of placement, advertising should be in first place for one hour, then 24 hours in the feed.



    Advertising format - unique to the market. Promotional posts are posted in community updates that users follow. Advertising messages are not highlighted, but must comply with the placement rules. Unlike FB, where the advertising in the feed is targeted to the user, VKontakte works only at the community level, providing, possibly, more display advertising. Something like this could not curb Livejournal.com at the time. The market for such advertising has existed since 2011 and has long demanded the introduction of understandable game rules.

    Pavel Durov in one of the comments mentioned that advertising in communities will also serve as advertising for mobile devices.

    VKontakte commission is calculated from the price set by the community administrator - 45% + VAT. The prices for the top sites can be seen in the screenshot. Pay attention to a community with a price of 65,000 rubles per placement.

    As in the case of targeted advertising, VKontakte does not plan to block access to third-party tools for working with advertising in communities. The task of third-party services is to provide additional management, automation and reporting tools for large customers.

    In general, sharing ad revenue with community administrators is a unique approach. Most likely, VK.com will become the largest (only youtube.com comes to mind) service with UGC and the possibility of monetization for authors.

    PS According to our data, the average CPM value for advertising in communities is from 15 to 90 rubles. depending on the subject. This is comparable to inexpensive banner ads. Coverage reaches 300,000 people.

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