DIGITAL MARKETING
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In 2022 VK developers managed to unite all useful features of russian targered services (myTarget and PRO VKontakte) into a single system of VK Ads, so that marketing experts could work with targeted ads easier, faster, and in a more efficient way. The VK Ads formats and technical requirements instruction below will be short and sweet as well. Read on and discover!
The main difference between VK Ads and PRO VKontakte (will stop working at 31 July) is the ability to use a versatile format of ad placing. Thanks to this, the service automatically selects the most attractive option of a publication for users and platforms.
Versatile ad placement has many options: feed, sidebar, fullscreen, in apps before downloading or when content changes (interstitial), native ads.
In-Stream versatile ad format
The principle of how the tool works is the following: at the “Ads” stage, the advertiser must upload all the options of images and videos within one advertising campaign, after which the system generates possible ad formats for websites (VKontakte, Odnoklassniki, projects and VK networks).
Additionally, other formats can be used for some purposes.
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This is a block of several products or services (from 3 to 6) that can be scrolled through within one ad. Such a block has a high clickability and conversion rate, as it gives the user the opportunity to choose a suitable product or service in the block.
Carousel for Alfa Bank sites (3 slides)
This is a popular media format with a large, eye-catching banner.
Media banners located to VK feed's left side
These are smart interactive dynamic ads based on the product catalog. Ads can be placed in all possible ad units on all VK project sites. This means that the ad itself adapts to the site and location in such a way as to show users product cards from your catalog. Depending on the place of placement in the ad can be from 2 to 12 product cards.
Gara Dome ads in adaptive banner format
This is a format consisting of several slides in one ad. It is used to advertise online stores: the user sees several offers and then can go directly to the page of the desired product or service.
This is a brand-format that combines a video and a product catalog. While watching an advertising video, users also see a clickable product carousel and can go straight to shopping. The carousel can contain from 3 to 20 products. In this way, the Shoppable Ads format helps to solve the image tasks of brands at the same time.
Shoppable Ads format in VK video
Article promotion in Dzen is a content marketing promotion format which works for the purpose of content marketing. Within the platform, the user sees an ad that leads them to an article published in the channel. The format can help solve image and content challenges a brand faces on Dzen.
Promotional articles in the Dzen feed
In the ad, the user will see the channel name, channel avatar and the necessary tags for advertising: “Promo” and age labeling. The ad is generated automatically from an article in Dzen. To launch an ad, a brand needs an active channel in Dzen and published articles meeting the content requirements of the platform.
Promotional channel in the Dzen feed
VK Ads has a large selection of advertising formats for any campaign purpose. The effectiveness of promotion will depend on competent targeting settings and well-developed creatives. We have written a special article about working with the advertising platform.
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About the Author
Digital Strategist. Head of one of the project groups at RMAA. Maria started her journey in digital marketing in 2009.
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