MegaFon. Target

2019: Change of the interface of service of management of promotion companies

Evolution of Megafon Target service is directed to expansion of use of technologies for improvement of targeted advertizing mailings.

Using a request using deep learning you get access to an opportunity "Megafon the Target" to use the aggregated depersonalized data on activities of the necessary target audience through tools of Big Data.

The list from 74 categories of interests is available to the choice: rest, entertainments, sport, car, business, cafe, services, children's goods, air flights, cars, delivery of food, taxi, banks, insurance and many others. There is an opportunity to send messages to visitors of the specific websites and to select target audiences on income level, to set targets on the geographical zone, the city which are in roaming. Geotargeting can be detailed: at the place of residence, work location, the territory of stay.

Experience of the first stage showed that "Megafon the Target" is relevant for the companies and institutions of local retail. Service allows to attract visitors effectively: supermarkets, drugstores, shops of cosmetics, books, goods for the house, restaurants, bars and cafe. The service is convenient for beauty shops, hairdressing salons, sports clubs, car services, repairs of footwear and the equipment. Messages only subscribers receive concordants to receive, and mechanisms of service localize among them the most highly motivated potential clients. For example, information on the real estate first of all is sent interested in a subject in the search systems studying the official sites of the builders contacting in other ways. Setup of time of mailing is specified.

Changes concerned not only IQ design of the application, but also the web interface. "the mailing purpose" is added to usual tools, and in process of adding of new selection criteria of receivers (targets) in service recalculation of cost of one message is automatically performed, updating of a preview of the message happens at each stage of formation of mailing now.

2018

MegaFon.target earned 200 million rubles

At the end of 2018 PJSC MegaFon earned Megafon.target of 200 million rubles due to advertizing service. The operator announced this digit at the Russian Internet forum REEF + KIB. According to the company, last year 18 thousand clients used service, they waged 270 thousand campaigns.

The greatest number of advertisers of MegaFon in service Megafon.target is concentrated in the field of services (2.3 thousand) and retail (2.1 thousand). In top-5 the companies of wholesale (more than 900 clients), HoReCa (more than 650 clients) and the sphere of industrial production (more than 600 clients) also enter.

MegaFon actively develops functionality of a product. In addition to the SMS and MMS starts new channels of customer acquisition - banner advertizing on the Internet, email mailing and advertizing in Viber. For efficiency evaluation of mailings in service we implemented analytics on transitions to the website and on the used promo codes. Further the analytics on perfect calls on phone from the SMS will be available, to the number of real sales. Also we are going to develop more difficult targets - calls on certain numbers, visit of the websites online, the preconfigured segments, such buyer categories as mothers, owners of a car, people whom purchase of the real estate and so forth interests", - the director of mobile advertizing MegaFon Kirill Samoshonkov told in a conversation with ComNews.

The most expensive average cost of an advertizing campaign at Megafon.target at the end of 2018 - in fitness - 13.8 thousand rubles, follows it medicine - 11.5 thousand rubles, a car - 8.4 thousand rubles. Also in top-5 the service industries - 7.8 thousand rubles and rest - 7.1 thousand rubles enter.

A half of revenue from service regions, 16% - St. Petersburg and area bring to MegaFon, 34% - Moscow and MO.

Simplification of connection of service

MegaFon. Target

On June 29, 2018 MegaFon stated that " Megafon.target " for subscribers of all operators – it possibly without the conclusion of the separate service agreement of mobile communication simplified now connection of service. It is easy to pay service using the bank card.

MegaFon does service " Megafon.target " more conveniently and improves quality of customer service. Earlier only subscribers of four branches of MegaFon could connect service without signing of the contract on mobile services. Now it is available to subscribers of other telecom operators and clients of the company through the whole country. To use service " Megafon.target " it is not necessary to address to office of the company – subscribers of MegaFon can connect it in two clicks using a special USSD command, and subscribers of other operators need to be registered only in the interface of service and to enter the contact information.

We are glad that the service " Megafon.target " is popular among our clients. Since launch in April, 2017 by June 1, 2018 used it and about 8000 clients made at least one mailing, and revenue from service in only 9 months made more than 118 million rubles. Now with service " Megafon.target " smart and effective solutions in the field of advertizing become available to all small companies interested in growth of the business without restrictions on the operator or a rate. Jan Kukhalsky, CEO of Megalabs company

Staff of the company accompanies and advises clients in the round-the-clock mode. Having called on uniform number of service, it is possible to learn how to create mailing what to select parameters of target audience, to receive recommendations of how it is better to make the text.

MegaFon constantly studies customer needs and, being guided by them, develops the product offers. According to forecasts of experts of Rosstat by 2024 the indicator of number occupied in the field of a small and medium entrepreneurship should grow from 19 to 22 million person.

For connection of service subscribers of MegaFon need to gather an USSD command * 105*1370#.

2017: Advanced functionality

On June 1, 2017 MegaFon provided advanced functionality of services " Megafon.target " and "Mobile informing": now it is possible to send advertizing messages using new categories "interests" and "roaming".

"MegaFon the Target" - the tool for the medium-sized and small companies which want to inform of the advertizing message the target audience – constantly develops. With the help of new categories it is possible to define receivers of mailing even more precisely.

Jan Kukhalsky, the director of new businesses and partnership, commented: "We perfectly understand how it is important for the small companies to receive the maximum return from the advertizing investments. Our opportunities according to the analysis of Big Data allow to integrate all new categories of targeting into the platform and to make setup of an advertizing campaign still easier and are more transparent, and its results - even more effective. More than one thousand companies already estimated advantage of our service, and their quantity constantly grows".

The category "interests" includes more than 30 options, including sports, cars, health, career, the real estate, children, various entertainments, business. In the solution MegaFon actively applies the opportunities for data analysis.

For example, news about opening of SPA salon can be sent to women of 25-45 years who live in borders of one area and are interested in the health. The offer on discounts for the car - to men from 18 to 35 who regularly read the automobile websites and reach daily work by the subway.

Targeting on roaming will allow to select precisely category of often traveling receivers for whom offers on services will be relevant for tourists.

To users "Megafon. A target" special knowledge is not required to create and start an advertizing campaign: management of service happens through automated and clear even to the beginner the interface. Even before start of a campaign the client will know how many people will receive his message, and following the results will be able to analyze efficiency. The price of a target will remain at the previous level - 40 kopeks.

Analytics on service "Megafon. Target"

• From January till July, 2017 more than 2500 clients used service and made at least one mailing.
• For the first half of the year 2017 the share of the companies of a SOHO/SME segment which used service makes nearly 87%. The share of the companies of a large segment made about 10%. The remained 3% were separated among themselves by the state clients and an operator segment.
• Since service launch in the first region (August, 2016) 9 million messages were sent.
• The greatest number of mailings was made in Capital branch. Further go – the Far East, Volga region, Northwest and Ural branches.
• The number of mailings increased by 38% in June in connection with the traditional growth of advertizing activity this month.
• In June the new target Interests became available (a hobby, sport, cinema, a car, etc.). The popularity of a target gradually grows.