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BYYD and JAC case study: how to get high behavioral performance when advertising an automotive brand in mobile apps.

Car advertising is designed to showcase a vehicle's appearance, performance, safety and comfort. It also creates an emotional connection with the buyer, associating the car with the desired lifestyle through high-quality visuals and thoughtful storylines.

Mobile advertising complements this strategy by being a powerful tool for building consumer loyalty. Interactive elements drive engagement, and behavioral metrics help track effectiveness.

Using the Jac brand as an example, we'll show how in-app advertising can engage users, draw them to the site and keep their attention.

Tasks:

  • Attracting users to the landing page
  • Increasing brand awareness
  • Increasing awareness of Jac
  • Expanding knowledge about car models 
  • Stimulating the target audience to buy

Tools

  • Rich Media 1, 2, 3
  • Targeting by socio-demographic characteristics
  • Targeting by interests
  • Setting up relevant interests and application categories
  • Optimization: SSP, categories, applications
  • Yandex.Metrica

Geo: Kazakhstan

Targeting in the automotive industry is a complex process that requires a thorough analysis of the target audience. One of its main difficulties is the diversity of potential customers with different preferences and needs.

In this case, we focused on men and women between the ages of 26 and 48 who are interested in cars, travel, business and careers. This list of interests helped us find a paying audience and show ads to those who were interested.

To effectively attract attention, we used the Rich Media format. The creation of three banner variants allowed us to broadcast various aspects of the brand, and the interactivity of the format increased audience engagement and the effectiveness of the advertising campaign as a whole.

We optimized the advertising campaign based on a thorough analysis of BYYD platform statistics and data from Yandex.Metrica. When choosing applications to host, we prioritized those that showed the best post-click indicators, such as a low bounce rate, long sessions on the site, deep page browsing and achieving goals.

During the time of advertising, we were able to reach more than half a million unique users, exceeding the target for clicks, and reaching the final figure of 2.12%.

Behavioral metrics have confirmed the effectiveness of our placement. The time that users spent on the site exceeded one minute, surpassing the industry average. The failure rate and the number of sessions also exceeded the average values in this area.

These data confirm that mobile advertising is an effective tool for car brands. In a segment where attracting the attention of users plays a key role, in-app advertising performs perfectly, helping to increase loyalty, interest and attract attention to the offers of companies.

Read more on the website.

For consultation, you can contact us:

  1. via email hello@byyd.me 
  2. or through the form on the website.
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Olga Goncharova

May 29, 2024 03:15

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