Advertising of educational resources requires a special approach, and brand performance advertising, combining the creation of a brand image with the achievement of specific metrics, shows the greatest effectiveness. This approach not only strengthens the recognition of the educational institution, but also attracts a target audience interested in learning.

In our case, we describe in detail how mobile advertising has contributed to the successful promotion of Amity University, increasing its visibility and attracting targeted traffic to the site.

Tasks:

• Informing clients about education

• Attracting targeted traffic to the site

Tools:

• Rich Media

• Targeting by interests

• Targeting by socio-demographic characteristics

• BYYD platform optimization

Geo: Uzbekistan

To reach the target audience in Uzbekistan, an integrated targeting approach was used, including socio-demographic parameters and user interests.

Rich Media creatives were chosen as the format, which were placed in applications of various subjects. Social apps and games have shown the best results.

The optimization of the advertising campaign was carried out using the statistics of the BYYD platform. Applications with a low level of engagement in the advertising offer were excluded from the campaign and included in the Black List.

An advertising campaign for an educational institution in Uzbekistan has demonstrated the effectiveness of mobile advertising.

According to the results of the campaign, it was possible to reach 119,894 users and significantly exceed the plan for clicks and impressions. The achieved CTR was 2.06%.

Campaign metrics:

• Impressions: 357,366 (completion of the plan — 111.56%)
• Sessions: 5,238 (high percentage of clicks converted to sessions — 68%)
• Time on the site: 00:55 (significantly higher than the average for a mobile channel, which is about 30 seconds)
• Failures: 31.5% (optimization allowed to reduce the failure rate to 31.5%, with an average of 40-50%)

The comprehensive targeting and use of Rich Media creatives allowed us to attract the target audience and exceed the planned targets. The high CTR and long time spent on the site confirm the success of the campaign.

Brand advertising has demonstrated its effectiveness in the field of education, providing increased recognition and significant conversions.

The low bounce rate and high click-to-session conversion rate show that a carefully thought-out approach to mobile advertising can lead to outstanding results.

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