Task Bank and Adventum launching 

The main focus of the performance campaign was on the OTP debit card with free service, cashback and interest accrual on the balance.

The task is to test a new format of placements to increase applications at an optimal cost of attraction (CAC). Before this tool, we used other formats in Yandex.Direct, successfully fulfilling KPIs.

Features of the format  Bank and Adventum launching 

• Creatives. Advertising messages can be text posts with an image or video. Thanks to the native design, they look like regular publications from the channel and are displayed to all users, including owners of Premium accounts.
• Targeting. Ads are automatically selected based on the subject and geography of channels, and are supplemented with settings for age, gender, and solvency. This approach increases the likelihood of attracting a relevant audience.
• Payment. The payment model allows you to choose the best option: per click (CPC) or per impression (CPM), which is convenient for different campaign goals.
• Analytics. Integration with Yandex.Metrica provides full access to campaign data: clicks, views, conversions and other metrics, which helps to accurately assess the effectiveness of advertising.

Solution Bank and Adventum launching 

To launch the campaign, we adapted the creatives previously agreed upon with the client for YAN. We added text information to the graphic banners, which made the ads more native for Telegram channels. In addition, the format of an advertising post with a video was used.

 

Technical limitations:

• Video: MP4 format, size up to 10 MB.
• Picture: 1280×1280, size up to 10 MB.
• Text: up to 764 characters, using only permitted emoji and limited punctuation.

Despite the habit of users to stay inside the messenger, the ability to go to an external site expands the options for interacting with the audience. For this campaign, we directed all traffic to the client’s site, which helped to maximize engagement and increase the conversion of applications.

Setting up targeting  Bank and Adventum launching 

Telegram channels in YAN are distributed according to the topics specified by their owners. 

For this campaign, the channels were divided into two groups:

1. Main : “News and media”, “Health, fitness, sports”, “Hobbies and self-development”, “Educational”, “Sales, promotions, discounts”. 
2. Additional : other topics.

All available topics were used, since the product (debit card) is designed for a mass audience, and the bank’s client can be a reader of channels of any direction.

 

Optimization process Bank and Adventum launching 

• The advertisement was launched across the entire thematic group.
• Based on the initial results, channels with low conversion were excluded from the campaign.
• OTP Bank’s strict brand safety requirements were taken into account. Channels with provocative names and “Humor” category content were excluded. 

 

Important: Excluding risky categories reduces the likelihood of conflict with content, but may limit access to a significant number of potential audiences.

We tested impressions first on specific regions, then expanded new caledonia business email list the campaign to all of Russia. When compared, targeting the entire country provided a larger volume of traffic and an increase in conversions.

Important:  in Telegram channels, geographic reference is not specified in the settings. When setting up geotargeting, the system determines geography conditionally – by the share of subscribers from certain cities or by the name of the channel. If the channel does not have an explicit georeference, the system has difficulty determining the location of the audience and can exclude such a channel from ad impressions.

 

Additional settings were applied at the ad group level. During beta testing, adjustments were added for gender, age, solvency, and other criteria. This feature is now available to all advertisers.

Results Bank and Adventum launching 

The testing was successful: as practice has shown, placing introduce a system of regular ads in Telegram channels via YAN helps to get additional leads. At the stage of the first launch, the cost of applications turned out to be higher than in the classic YAN, but the tool helped to expand the media split and cover new audience segments. In the future, it is planned to continue working with this source for the purpose of further optimization. We recommend it for inclusion in media splits.

 

Recommendations: how to work with the tool

• Define your target audience by considering parameters such as age, gender, geographic location and interests.
• Use channel topic targeting. Select channels europe email that match the interests of your potential customers. 
• Be careful with topics such as “Humor and Entertainment” – compare reputational risks with possible positive results. Regularly monitor the results of placements and exclude channels not only with low indicators, but also with “controversial” names. 
• Adapt existing creatives to the Telegram post format, making them as native as possible. Test different options — with an image, video, or just text. Based on statistics, leave the most effective formats.