network, that helps people stay in touch with their friends
and make new connection.VK is focused on delivering the highest quality communication experience at any given moment, being fast, good-looking and reliable.
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VK for advertisers Platform overview
Содержание
- 1. VK for advertisers Platform overview
- 2. Social network #1 in Russia and
- 3. 44 millions active users on VK and growing!Source: ComScore MMX, December 2012
- 4. 36 000 000active users aged 18-35Source: VK own data, active users
- 5. 70% of all online usersSource: ComScore MMX, December 2012
- 6. 70% of users are aged 25+Source: ComScore MMX, December 2012
- 7. 371989129390Source: ComScore MMX,
- 8. User behaviorSource: VK own data
- 9. Source: ComScore MMX, December 2012, Russia, all 15+, millions of usersCross-visiting
- 10. VK advertising principles
- 11. Use small formats
- 12. Do not overlap content
- 13. Be honest with user
- 14. Focus on your target group
- 15. Brand presence opportunities
- 16. CommunitiesCommunication with loyal customersAppears in users newsfeed FeedbackAny kind of content
- 17. ApplicationsInteraction with potential customersPolls, games or even online shopsWorks with your CRMAllows to send notifications
- 18. Putting branded element to popular applicationsReach –
- 19. OffersCost per finalized actionFixed priceUsers reward for
- 20. BannersPreloaders, active at social gamesGreat visibility InteractivityFlash or VideoBuying via IMHO VI
- 21. Only 2 ads per pageIntegrated into site
- 22. Header (community name) and image (avatar)Amount of
- 23. Header (community name) and image (avatar)Amount of
- 24. Showing ads for engaged users onlyIncreased interest (CTR) Higher conversion rateAvailable by requestCPO -50%Retargeting
- 25. Women, 20-35, largest cities5 300 000 users20-35Targeting opportunities
- 26. Women, 20-35, largest cities, healthcare groups500 000 users20-35Targeting opportunities
- 27. Women, 20-35, Moscow, travellers150 000 users25+Targeting opportunities
- 28. 18+, Moscow, birthdays Target group18+25 000 users
- 29. Data mining: on site optionsCommunity statistics includes
- 30. Data mining: third-party servicesVK grants open API
- 31. Data mining: third-party servicesHootsuite - already working,
- 32. Audience knowledge (Big data)Personal information InterestsTechnical data
- 33. Ads categoriesUsers' interests analytics
- 34. Behavior targetingРersonal dataWebsite visitingAd categories Like button activity analytics
- 35. Future looks alike Targeting users similar to existing advertisers customers Look alike remark eating technology
- 36. 14 brands5 bands8 brands4 brandsrandsHR ads campaigns on VK
- 37. 3 brands8 brand4 brands4 brandsTargeted adsCCTR: 0,025% - 0,04%СPC: 8 -12 rublesQuantity of clicks: 5.000-100.000.
- 38. Advertisers 2011 vs 2012
- 39. In touch with youtarg@corp.vk.comvk.com/adsnews
- 40. Скачать презентанцию
Social network #1 in Russia and CISVK is a social network, that helps people stay in touch with their friends and make new connection. VK is focused on delivering the
Слайды и текст этой презентации
Слайд 2Social network #1
in Russia and CIS
VK is a social
VK is focused on delivering the highest quality communication experience at any given moment, being fast, good-looking and reliable.
Слайд 7
371
98
91
29
390
Source: ComScore MMX, December 2012,
Russia, all 15+, minutes per user per month
User engagement
Слайд 16Communities
Communication with loyal customers
Appears in users newsfeed
Feedback
Any kind of
content
Слайд 17Applications
Interaction with potential customers
Polls, games or even online shops
Works with
your CRM
Allows to send notifications
Слайд 18Putting branded element to popular applications
Reach – access to numerous
players
Loyalty – branded elements are always positive for user
Engagement –
multiple communicationKPI – price may be set based on amount of actions
App integrations
Слайд 19Offers
Cost per finalized action
Fixed price
Users reward for brand actions
Community join,
app install (including mobile)
Site registrations
Entering promo-code, shop purchase
Слайд 20Banners
Preloaders, active at social games
Great visibility
Interactivity
Flash or Video
Buying via
IMHO VI
Слайд 21Only 2 ads per page
Integrated into site design
Price is set
by auction
Different formats: CPM, CPC, Exclusive ads, Videoads, Community ads
More
than 20 targeting optionsSocial ads
Слайд 22Header (community name) and image (avatar)
Amount of members or number
of friends
Interactive “Join” button
Available for groups, public pages and events
Community
promotion
Слайд 23Header (community name) and image (avatar)
Amount of members or number
of friends
Interactive “Join” button
Available for groups, public pages and events
Lay’s
Join
5
friends in groupCommunity promotion
Слайд 24Showing ads for engaged users only
Increased interest (CTR)
Higher conversion
rate
Available by request
CPO -50%
Retargeting
Слайд 29Data mining: on site options
Community statistics includes 3 sections and
gives overview of user activity available on daily and monthly
basisVisits: Visitors, Demographics, New and left, Ad efficiency, section views.
Reach: Posts coverage (community members and viral)
Activity: Total number of interactions (e.g. likes, comments and shares)
Advanced data is also available for social ads statistics
Слайд 30Data mining: third-party services
VK grants open API for data mining.
Using third party services like (e.g. MasterMind, JagaJam) you can
get specific user activity (e.g number of post liked by specific user, amount of users who liked at least 10 of your posts and more).API includes newsfeed search, providing data for listening companies, like Brandspotter, Youscan and others
Слайд 31Data mining: third-party services
Hootsuite - already working,
Social bakers -
to be launched in August
Radian6 - in development
Слайд 35Future looks alike
Targeting users similar to existing advertisers customers
Look alike remark eating technology
Слайд 373 brands
8 brand
4 brands
4 brands
Targeted ads
CCTR: 0,025% - 0,04%
СPC: 8
-12 rubles
Quantity of clicks: 5.000-100.000.
