Mobile Programmer is a technology for automated ad purchase on mobile devices using data, which helps companies find their target audience and provides users with personalized offers. This allows you to communicate product information faster and more accurately.

The Rich Media format is especially effective for cars, as it allows you to show the product in detail, emphasize its advantages and create an emotional connection with customers.

The JeTour brand used interactive formats on the BYYD platform, which significantly increased engagement and increased interest in the car.

Next, about the course of the campaign and the results.

Tasks:

• Attracting users to the landing page
• Increasing brand awareness
• Increasing awareness of the Jetour T2 and X70 Plus
• Expanding knowledge about the car model 
• Stimulating the target audience to buy

Tools:

• Rich Media, Rich Media, Rich Media
• Targeting by socio-demographic characteristics
• Targeting by interests
• Setting up relevant interests and application categories
• Optimization: SSP, categories, applications
• Yandex.Metrica

Geo: Almaty, Astana, Shymkent, Atyrau, Karaganda, Aktobe

The project was implemented jointly with the distributor Allur

The interests for targeting were selected based on the characteristics of the product so that the advertisement reaches the most suitable audience. This made it possible to accurately target users who are interested in cars and related topics such as buying, servicing and repairing cars.

The audience was divided into two age groups: M/W 25-55 years old and M/W 26-48 years old. Such segmentation made it possible to better reach target groups and adapt advertising to different age categories, which contributed to a higher response and effectiveness of the campaign.

Rich Media banners, which were developed by the platform team, were chosen as the advertising format. These banners demonstrated the advantages of the product, its characteristics and contained calls for further familiarization. A total of 3 interactive banners were used during the promotion period.

The optimization of the advertising campaign was carried out using the analytical tools of the BYYD platform and Yandex. Metrica. 

FLIGHT 1 (Jetour X70 Plus)

Following the results of the first advertising campaign for Jetour X70 Plus, the following indicators were achieved:

• Clicks: 175,030
• CTR: 2,11%
• Reach: 240,741 unique users

Behavioral indicators:

• Sessions: 13,205
• Time on the site: 00:00:59 (significantly higher than the average for a mobile channel, which is 30 seconds, indicating high user interest)
• Bounce rate: 31.7% (well below the average of 50%, which indicates high-quality targeted advertising)

The first flight showed good results in CTR and time on the site, which indicates a high level of user interest and engagement.

The low bounce rate confirms that the ads were targeted and users found the site useful and interesting.

FLIGHT 2

Following the results of the second flight, the following indicators were achieved:

• Clicks: 29,597
• CTR: 2,09%
• Reach: 487,570 unique users

Behavioral indicators:

• Sessions: 17,341
• Time on the site: 00:01:12 (above the average for a mobile channel, which indicates even greater user engagement)
• Bounce rate: 30.2% (below the average of 50%, which confirms the success of targeting and the attractiveness of content)

In the second flight, greater coverage was achieved with comparable CTR and even better time on the site compared to the first flight.

A decrease in the bounce rate indicates the high effectiveness of the advertising campaign and its relevance to the target audience. Optimization and scaling up of the campaign contributed to the improvement of key indicators.

Both flights showed outstanding results, confirming the effectiveness of the chosen strategy and the relevance of the targeting parameters.

In-app advertising has successfully attracted users to the landing page, increased brand awareness and increased awareness of the Jetour T2 and X70 Plus models.

Read more on the website.