Digital BBDO Case: How We Promoted Rostelecom with Relap.io Native Advertising

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    This year Digital BBDO and I worked on Rostelecom's advertising campaigns. As a result, advertising efficiency increased by 10-20%. The article has a great comment from BBDO why b2c is needed for native advertising.

    Victoria Generalova, Senior Digital Manager Digital BBDO, talks about the preparation and results of the Rostelecom campaign.

    What problems and obstacles do B2C brands face when they want to advertise in the media and why do they need native advertising?


    The problems of the b2c sector are directly related to the consumer. His view is blurred, competition in the b2c segment is extremely high. Therefore, advertisers constantly need to look for new approaches to their consumers in order to get into their desires and make their offer as relevant as possible.

    The domestic user is becoming more and more savvy and educated on the part of the Internet, and begins to easily filter the content imposed on him. The solution in this situation is a competent symbiosis of the native format and the advertising communicative message integrated into it.

    Native formats allow you to use behavioral targeting by keywords, which also increases the chances of displaying a relevant message.

    A growing pool of customers is ready to consider the native format on a regular basis. Seeing the actual quality indicators, customers want to increase volumes.

    Promotion of Rostelecom services using native Relap advertising


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    Campaign Example

    Tasks


    Together with the main goals of building the image and knowledge of the brand, as well as its key products, we are faced with the task of increasing the client base of the client, which is expressed in attracting more new users.

    Together with colleagues from Relap.io, a test proposal was formed, based on the results of which we had to evaluate its conversion.

    Decision


    • Search for relevant audience by analyzing texts and behavior of media readers.
    • Placement of native advertising on large media platforms.
    • Geo-targeting to cities in Russia, where Rostelecom wants to attract new users.

    Result


    Advertising efficiency increased by 10% -20%, depending on the specifics of the campaign.

    Regarding the interaction and preparation of materials, no difficulties arose. Colleagues from Relap.io, processed our brief, gave their recommendations on the preparation of creatives, and we started to work.



    Comment by Relap.io

    How do we search for relevant media audiences?

    Media use Relap not only as an advertising platform, but also as a recommendation system. In total, more than 3,500 Russian media, including RIA Novosti, Izvestia, Life, Drive2, AdMe. The total audience of 60 million people.

    We know where and what articles users read and analyze the content of texts. Thanks to this, we can distinguish segments of the audience by interests.

    For Rostelecom, we found readers who have recently been interested in home Internet services and related topics.

    Relap advertising works cross-domain: for example, we can show Rostelecom ads on Izvestia to those who were previously interested in articles about the quality of home Internet on other sites.

    So, by analyzing user behavior, we were able to bring to the Rostelecom website people who were interested in its services and promotions.



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