Konstantin Oreshnikov, Head of Media Ingate Group

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How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 14
Purchase intent increased by 6% in May (a good result) and by 25% in June. The largest increase was again shown by the 45-54 age category.
Search Lift provided excellent statistics: users who saw the ad were 194% more likely to search for the brand in search.
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 15
This is a high figure, which indicates that users are interested in the brand.

Interestingly, if we consider brand + category masks, Search Lift shows less growth. However, the result is still significant.

How to increase average income by 24% in a 3-month iceland telegram data media flight: Ingate Group and VseInstrumenty.ru case - image 16
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 17
The dependence of demand on the number of impressions is visible on the graph:

How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 18
Revenue from users who saw the ad compared to users who did not see it increased by 22%, and the number of purchases from visitors who saw the ad increased by 4%. Interestingly, the revenue growth was the same in both options: branded masks and brand+category masks.
Insights
The combination of the three key metrics (brand awareness, ad recall and purchase intent) in May and June clearly demonstrates that:
– the strategy where we reach users who have watched the video with banners works more effectively than launching video and banner ads in parallel to the same audience.

– the longer we interact with the audience through advertising, the more intense the growth.

Our colleagues from Yandex initially conducted an analysis of Search Lift using a general mask, and not a thematic trail that relates to tools. Interestingly, a repeated analysis using the required trail showed no dynamics. This suggests that users search using the AEG top-level mask, and not the ones we want. Since the brand's product line is wide and not limited to tools, users are not in the habit of specifying a query, since they do not associate the brand with any specific topic.