Share this Post
On March 4, 2022, Roskomnadzor (Federal Service for Supervision in the Sphere of Telecom, Information Technologies and Mass Communications) blocked global social networks in Russia. A little bit later the Prosecutor General’s Office demanded to recognize Meta (that manages Facebook*, Instagram* and WhatsApp) as an extremist organization. What should companies do whose audience is located in Russia? First, you can look for domestic advertising systems, for example, myTarget.
UPD (August, 2023): Please, keep in mind that platform will stop working in the near future. Currently, the certification of MyTarget advertising specialists has already been finished.We advise to pay attention to the new service VK Ads from the developers, which combines all the useful features of MyTarget and PRO VKontakte. Check out the VK Ads Advertising Campaign Launch Tutorial and VK Ads Formats and Technical Requirements Overview.
myTarget is an advertising platform by Mail.ru, where you can configure an ad display on the company's services (VKontakte, Odnoklassniki, My World) and on partner resources. On myTarget, you can scale up an advertising campaign and launch it on multiple platforms at one and the same time.
Before blocking the Facebook/Instagram* audience slightly met the VKontakte audience and advertisers needed to be placed on both platforms to cover the audience. After the news about blocking of Meta platforms, some of the audience has already returned from Instagram to Vkontakte and Odnoklassniki, and the social networking sites reported a significant increase in new audience.
The algorithm for running ads on myTarget doesn't fundamentally differ from Facebook Ads. Below we'll go into the key peculiarities of customizing advertising campaigns.
Goals are divided into two main blocks: "Conversions" (with an option of Payment per action (CPV) and Payment per impressions (CPM)) and "Awareness" (CPM ONLY). There are 14 goals in total.
myTarget offers several ad formats depending on the chosen goal of an advertising campaign. Let's consider the main advertising formats.
It is a mini-gallery. Instead of one static ad, a user sees up to six banners that can be scrolled. The user scrolls the ads and stops at those that hooked him. It is convenient if you need to tell more about the product.
It is a standard ad with a image, text and a button. Information is minimized, the task is to capture attention and induce to click on the link. The multiformat is convenient to use everywhere — it is universal and suitable for all myTarget platforms.
The format of targeted advertising, that represents a graphic creative with a signature used to promote websites. It can be in the form of an image, video or HTML5. When clicking on the image, a user gets on the page with detailed description of a product, service or event.
A small-sized ad that includes an image and a brief description. It is usually displayed on pages to the right or left of the main content. This format is displayed only in the full version of websites.
A multiformat that combines all the features of myTarget video advertising, standardizes and simplifies work thanks to the automatic adaptation of advertising to different placement formats. The format allows you to broadcast ads on all VK sites and in the partner advertising network.
A vertical video is broadcast in the Odnoklassniki mobile application for iOS and Android and in the desktop version of the social networking site, as well as in the feed of the VKontakte application.
A short video clip (up to 30 seconds) that is broadcast to users before viewing the main video in the desktop and in the mobile version on the Odnoklassniki and VKontakte social networking sites, on VK projects and on the myTarget advertising network.
Audio advertising on social networks was launched on myTarget at the end of 2016 on VKontakte (VK), Odnoklassniki, My World sites, in the Boom application before audio content on desktops and mobile devices.
There are 4 payment models available in myTarget:
There is a section "Statistics "in the myTarget ad account that enables you to track the efficiency of advertising campaigns on the website. The report can be downloaded in a convenient Excel format for further data information and analysis.
The process of the ad efficiency analysis is the same as in other advertising systems:
Besides configuration of an advertising campaign and targeting parameters, you need to remember about other important components of its success:
*Blocked and recognized as extremist social networks in Russia
Ready to partner with the specialists in Russian marketing and advertising?
About the Author
Head of Digital, editor-in-chief of the RMAA Agency Blog