The Russian advertising market has been under the influence of multifaceted factors for the last few years. The main challenge was the departure from various sectors of foreign companies, which accounted for a third of all advertising space sales. While television, where Western brands buy up to 50% of advertising, felt the impact of this factor most strongly, outdoor advertising was the least sensitive sector. But industry participants had to make significant efforts to stabilize the business and find new footholds.
SberCeller states that the transformation situation in the industry requires new solutions. There has also been a huge change in the media landscape due to the huge change in advertiser budgets. However, the business has managed to adapt to current realities and is ready to invest in new projects and advertising again. As the supply of advertising inventory decreases, searching for new contact points with the audience and creating tools for conducting reviews come to the fore. According to N. Dmitrieva, cooperation with Magnetto.pro is caused by the need to create new opportunities for companies and partners of the Sber Group, as well as external customers of SberCeller.
“Telegram Ads are a comprehensive alternative to legacy platforms. Natalya Dmitrieva stated that advertising on Telegram, which provides brands with traffic flow and coverage in the shortest time thanks to its diverse and wide audience, has become an integral part of marketing strategies.
Fight for coverage
The service allows marketers to bring together statistics of all existing projects in a single intuitive interface, with integrated segmentation into offices, creatives and objects.
SberCeller started by testing the platform’s capabilities in broad and narrow targeting. “Themes and interests were selected from broad targeting. It is built on narrow targeting, channel selections and partial selections (based on engagement and reach),” explained Dmitrieva.
SberCeller selected 100 channels in total. The tests allowed us to complete the task and attract Telegram viewers to the official client application. “The strategy chosen and preliminary tests before the start of the campaign made it possible to achieve a 30% conversion from app installation to purchase,” said Natalya Dmitrieva. According to their forecast, this vehicle will be in demand.
In general, 2023 forecasts for the advertising market look optimistic. Thus, according to estimates of Group4Media of the Association of Communications Agencies of Russia (AKAR), the total volume of advertising through distribution in the first half of 2023 exceeded 315 billion rubles; this is 27% more than during the same period. increased by 19% compared to the same period of the previous year and the first half of 2021. These figures strengthen the belief that the sector has overcome the crisis in terms of all basic indicators.