When choosing an advertising platform, brands and agencies most often focus on three factors: coverage, targeting and advert formats. At the moment, the largest amount of mobile traffic is located on social media. The indisputable leaders on the RuNet are VKontakte and Odnoklassniki, in which the placement of advertisements takes place through the myTarget service. Thanks to this, myTarget advertisers can reach more than 90% of RuNet users, and more than 400 targeting options for effective allocation of the targeted audience. The advantage of myTarget targeting options not only in the fact that social networks serve as a huge source of knowledge about the audience, but also have synergy with many Mail.Ru projects, enriching the information about users. Another quality of VKontakte and Odnoklassniki is the presence of an event feed, from which it is possible to build an effective native inventory, including video formats and carousel. Thus, myTarget has tremendous advantages in user coverage, unique targeting options and diversity of formats in comparison to other platforms.
Sales Director at myTarget
If we talk only about performance marketing, excluding all branding-oriented campaigns, we roughly get the following breakdown:
Google (UAC) – 30%, Mobile Networks/CPI Networks – 40%, MT – 20%, Yandex – 5%, Facebook/Instagram/Twitter – 5%
Mobile traffic channels have their own nuances of media buying, as well as their own pros and cons. Therefore, we form our own list of placements for each client. The same source, depending on the specifics of the business / market segment in which the client operates, shows different results.
CPI Solutions Manager at Performics