effective banner ads on the mobile version of the yandex home page
TRANSCRIPT
Часть
Effective banner ads onthe mobile version of the Yandex Home page
PJSC “Post Bank” (before January 2016 — PJSC “Leto Bank”)
founded2012Regina KorzhevaHead of Development, Online Channels
Retail bank, part of the international financial group VTB
Period:
Tools used:
7 — 13 December 2015
Increase brand awareness
› Banner on mobile version of Yandex Home page
Attract applications for credit
Objectives
New Year opportunities
The New Year holidays in Russia are a time for big purchases. At Post Bank, applicants can receive up to 500,000 ₽ with just two documents: a passport and another form of ID. Loan applications take from one hour to one working day to be considered.
When people use mobile devices, they are looking for quick solutions.
To tap into this audience of users, Post Bank decided to use a banner on the Yandex mobile Home page.
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Solution
Step 1 Step 2
Serve bannersPrepare creatives
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Step 1
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Comedian Semyon Slepakovserves as the bank’s brand ambassador.
The banner ad features his photo, well-known across Russia.
letobank.ru/services/loans
Preparing the creatives
Step 2
Serving the banner ad
The banner was displayed over one week on the Yandex mobile Home page to smartphone and tablet users across Russia.
The banner led to the loan application page. There were 17 fields on two pages that users needed to fill out, including passport data, their mobile phone numbers, and a confirmation code they received in a text message.
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Banner ad on Yandex mobile Home page
Loan application page
Results
Results
The mobile campaign had over 3 million impressions.
The campaign’s reach amounted to1.78 million unique users, and 339 loan applications.
› CTR 0.51%;
› CPC 30 ₽;
› CR 2.2%;
› The cost of attracting one application was 1392 ₽.
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CTR 0.51%CPC 30 ₽
CR 2.2%CPA 1392 ₽
Results
1.78 M
339
coverage by unique impressions
direct applications in one week
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Our experience shows that it pays off to add a mobile banner ad into your marketing mix – the mobile format can bring a high conversion rate. The audience eagerly interacts and is motivated enough to fill out a form with 17 fields.
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Regina KorzhevaHead of Development, Online Channels