Retail

IN-APP PROMOTION

Мобильная рекламная
byyd платформа
 We are BYYD team
and we take lead on Retail in-app promotion
1

Mobile team oversees: 2

effective in-app promo strategies production •
campaign running and analytics •
optimization •
selecting of pools with the highest •
possibilities to reach required KPIs
post-campaign formatting •

Production team oversees: 3

all the creatives and landing pages design if needed •
Source: Mediascope

MOBILE AUDIENCE IN THE WORLD

The number of people using mobile internet
within socio-demographic groups
 45+
20%

The main mobile

 

audience is young 50%
25-44
and solvent users
30%


45% 55%
12-24

Age
Mobile devices used to go online
12-17 95%

Mobile Internet 18-24 95% Smartphones Tablets Feature Phones

penetration
within the age 25-34 92%  
groups
35-44 84%
94% 33% 3%
45+ 40%
TARGETING TOOLS

 Gender  Age

 Geo-targeting  User interests

 App Categories  Display time and frequency

 Connection type  Mobile Provider

 Type of device/brand  Operation System

 Super GEO
Any specific locations with a radius from 800 meters (half mile)
Up to 500 spots per campaign

Retargeting
IP addresses

Device IDs

Our DSP is able to see and collect IDFAs and GAIDs

Walmart
that can be used for further retargeting in BYYD
or other advertising platforms (e.g. Facebook)

SUPER GEO Apple’s IDFA

HOW WE SELECT THE TARGET AUDIENCE?
 Apps We choose the interests which
• Shopping categories are relevant for your product:
• Coupons
• Comparison Interests Cosmetics and Perfumery
• Online shopping • Beauty
• Cosmetics
• Health and fitness

Clothes and shoes

• Fashion
We show the advertisement • Clothes
around the actual offline • Shoes
selling spots • Accessories

Electronics
• Home electronics
• Redecorating
SuperGeo
• Cooking

And other segments depending

on your products.
OUR CLIENTS IN THE SEGMENT
 Fullscreen banners
 The most comprehensive format,
help reaching the biggest amount of the target audience

.jpg — static image

.gif — several slides

 Ad formats
for high coverage strategy

Native ad format
The most user-friendly format, adapts to the context
and doesn’t irritate the user

logo
title
description
rating
Image
 
Premium
ad formats

Rich Media
High engagement rates. Allows showing
more information and interest users
Video
to engage with the advertisement Has more emotional and dynamic impact

Duration:
Due to html5 possibilities, the mechanics
up to 15 seconds (unskippable)
are nearly unlimited:
over 15 seconds (skippable)
Animation Slider
Cube 3D
Book Shaker
Game 360
Scratch Before-after
Кейсы
 Marks&Spencer
 Objectives
New collection announcement. Spring 2019

 Instruments
• Fullscreen interstitials
• Google analytics
• Optimization on apps, post-click user behavior in GA and CTR

 Targeting
To target the relevant audience we used the socio-demographic
targetings combination and a group of relevant interests:
Female 35+ who is interested in fashion, clothes, online shopping
and have income higher than average.

 Results
Due to the optimization, we could overfulfill the planned CTR
and the number of clicks by 5% as a bonus within the budget.
We could also get the good post-click results such as more than
3 minutes on the website (KPI 40 sec), CTR 1,57 (KPI 1.5), bounce
rate less than 40% (KPI 50%)
 LG OLED TV

 Objectives
Announcement and attracting the attention of users
to the new LG TV "New OLED TV"

 Instruments
• Fullscreen Banners
• Targeting by interests and social parameters
• Google Analytics

 Targeting
In order to reach the target audience, we targeted men and women
aged 28-55 years with relevant interests: household appliances,
electronics, cable TV, etc. Then we led the users to the landing page,
where they could learn more about the new product and build
a route to the nearest store to buy the new item.

 Results
Thanks to high-quality optimization, it was possible to reach
the planned CTR and exceed it by more than 2 times.
 Jewelry House “Pandora”

 Objectives
Promotion of a new collection of rose gold from Jewelry House “Pandora”

 Instruments
• Full set of banners
• Pricing model - CPC
• Google Analytics

 Targeting
There was targeting only on women interested in fashion, jewelry,
cosmetics, magazines. etc.

 Results
Due to the optimization we managed to achieve good results.

Overfulfillment on clicks — 16%

Overfulfilment on impressions — 14%
CTR — 2.05 %
 GEBERIT

 Objectives
Informing target audience about special offer. Customer awareness.

 Instruments
• Rich Media interactive banners
• Landing page
• Optimization on CTR
• Black list
• Google Analytics

 Results
Overfulfillment on impressions — 28%
Frequency cap — 1.46
CTR — 6%
 Work Process

          
BRIEFING STRATEGY MEDIA CREATIVES CAMPAIGN START POST CAMPAIGN
DEVELOPMENT PLANNING PRODUCTION AND OPTIMIZATION RESEARCH

Download the brief 

 
Thank you for your attention

byyd
Mobile advertising platfrom