OLV placement sites
The market has already come to the conclusion that the most important thing is not the platform we work with, but the audience we reach. Therefore, when choosing, you should proceed from where there are more relevant targetings and the ability to reach your target group. It is also worth paying attention to which platforms provide the opportunity to conduct Brand Lift research, which allows you to conduct in-depth analytics and see how the advertising campaign affected the growth of the brand or search queries in Yandex.
YouTube is a reach platform, but now you cannot launch advertising in Google if you are in the Russian Federation. There are loopholes for this, for example, you can do this through contractors located in another country. But you need to take into account that if we want to launch on an audience located in the Russian Federation, then the video will only be seen by those users who are currently using a VPN. And this target group is extremely small, since YouTube in Russia works without it, and therefore, such promotion will be ineffective.
Yandex can be considered a top platform, since it covers list of us mobile number database almost the entire RuNet audience. In addition, it regularly expands its partner network of sites. Yandex gives the best results in post-view and post-click conversions, and also allows you to conduct Brand Lift and Search Lift research and visually evaluate the results of an advertising campaign. These studies are not available on all sites and, as a rule, are available for use only with significant monthly budgets.
A certain trend today is promotion in online cinemas, especially before the holidays, for example, New Year's. But in online cinemas, only those users who do not have a paid subscription will see advertising. Therefore, for the greatest coverage, it is worth considering programmatic platforms, for example, Yandex, MediaSniper, Getintent and others.
How to improve the effectiveness of an advertising campaign?
OLV principles that help to increase its effectiveness:
Limited duration. The shorter the video, the more likely it is to be watched to the end. It is better when the recording is up to 20 seconds long.
Important information at the very beginning: brand name and key messages. It is important that the user immediately sees the name of the campaign and hears the USP before they click the "skip" button.
The presence of subtitles or text in the video itself. Often, videos are watched without sound and text information is needed so that people understand what is being said.
A dynamic, catchy opening that contains intrigue or mystery is needed to engage users from the first second and hold their attention.
Content that matches the interests of the target audience. The results of its research can be used both for creating the video itself and for setting up and targeting advertising campaigns.
Videos are one of the most promising areas in online advertising. The OLV format allows you to target your target audience and capture their attention, and also opens up opportunities for viral promotion and deep analytics based on campaign results.