The post has been translated automatically. Original language: English
It is important for pharmaceutical brands not only to ensure a wide reach, but also to stand out in a rich information field where users encounter a large number of advertising messages on a daily basis. To promote the Odeston drug in Kazakhstan, it was necessary to increase brand awareness and convey the advertising message to a potentially relevant audience.
To solve the problem, the BYYD team used mobile programmatic advertising.
Tasks:
- Increase brand awareness
- Attracting targeted traffic to the website
Tools:
- Fullscreen (fullscreen banner)
- Site Optimization (SSP)
Geo: Kazakhstan
To accurately target ads, we combined socio-demographic parameters with relevant interests and behavioral signals from users.
The audience includes users who are interested in:
- medicine, health and folk remedies;
- information about liver health, cholesterol levels, and chronic conditions;
- proper nutrition, diets and weight control;
- weight loss and products for overweight people;
- various gastronomy directions, including American, Mexican and Italian cuisine, grilled dishes and barbecue;
- topics related to drinks and smoking cessation.
This approach allowed us to narrow down the broad audience to users whose interests and digital behavior potentially corresponded to the subject of advertising communication.
A full-screen banner was chosen as the main format. It occupies the main area of the smartphone screen, provides high brand visibility and allows you to focus the user's attention on the key message.
The creative listed the main functions of the drug and displayed the visual image of the brand.
Throughout the campaign, BYYD specialists analyzed the platform's statistics daily in terms of mobile applications and other available parameters.
Sites with low performance were gradually excluded from the placement, and the advertising volume was redistributed in favor of applications that demonstrated a higher audience response. Additionally, CTR dynamics, uniformity of spin-off, and the quality of available inventory were monitored.
Constant manual optimization allowed us to focus the budget on the most effective traffic sources and improve the quality of the target audience's contact with the brand.
The first flight
As part of the first flight, the campaign collected 1,973,981 impressions. Fullscreen banners attracted 30,421 clicks, and the actual CTR was 1.54% compared to the planned target of 1.50%. The ads reached more than 493,495 unique users.
The second flight
In the second flight, the results improved: 1,978,403 impressions were received. The CTR reached 1.61%. The reach was more than 495,487 unique users.
The campaign showed that the combination of full-screen format, relevant targeting and daily optimization allows a pharmaceutical brand to effectively attract the attention of an audience in a mobile environment.
Read more about the case on the website.
It is important for pharmaceutical brands not only to ensure a wide reach, but also to stand out in a rich information field where users encounter a large number of advertising messages on a daily basis. To promote the Odeston drug in Kazakhstan, it was necessary to increase brand awareness and convey the advertising message to a potentially relevant audience.
To solve the problem, the BYYD team used mobile programmatic advertising.
Tasks:
- Increase brand awareness
- Attracting targeted traffic to the website
Tools:
- Fullscreen (fullscreen banner)
- Site Optimization (SSP)
Geo: Kazakhstan
To accurately target ads, we combined socio-demographic parameters with relevant interests and behavioral signals from users.
The audience includes users who are interested in:
- medicine, health and folk remedies;
- information about liver health, cholesterol levels, and chronic conditions;
- proper nutrition, diets and weight control;
- weight loss and products for overweight people;
- various gastronomy directions, including American, Mexican and Italian cuisine, grilled dishes and barbecue;
- topics related to drinks and smoking cessation.
This approach allowed us to narrow down the broad audience to users whose interests and digital behavior potentially corresponded to the subject of advertising communication.
A full-screen banner was chosen as the main format. It occupies the main area of the smartphone screen, provides high brand visibility and allows you to focus the user's attention on the key message.
The creative listed the main functions of the drug and displayed the visual image of the brand.
Throughout the campaign, BYYD specialists analyzed the platform's statistics daily in terms of mobile applications and other available parameters.
Sites with low performance were gradually excluded from the placement, and the advertising volume was redistributed in favor of applications that demonstrated a higher audience response. Additionally, CTR dynamics, uniformity of spin-off, and the quality of available inventory were monitored.
Constant manual optimization allowed us to focus the budget on the most effective traffic sources and improve the quality of the target audience's contact with the brand.
The first flight
As part of the first flight, the campaign collected 1,973,981 impressions. Fullscreen banners attracted 30,421 clicks, and the actual CTR was 1.54% compared to the planned target of 1.50%. The ads reached more than 493,495 unique users.
The second flight
In the second flight, the results improved: 1,978,403 impressions were received. The CTR reached 1.61%. The reach was more than 495,487 unique users.
The campaign showed that the combination of full-screen format, relevant targeting and daily optimization allows a pharmaceutical brand to effectively attract the attention of an audience in a mobile environment.
Read more about the case on the website.
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