Mail.ru Group and Maer Group start sale of Digital outdoor advertizing in ten cities of Russia

2019: Start of sale of Digital outdoor advertizing in ten cities of Russia

On December 23, 2019 the Mail.ru Group company announced expansion of the list of the available formats and regions of placement of Digital outdoor advertizing (DOOH – Digital out-of-home) after successful entry into the market of digital offline - advertizing at the end of summer. Internet holding together with MAER GROUP company start sale of DOOH on bonus carriers – digital media facades and the superwebsites – in ten cities of Russia: Moscow, Volgograd, Yekaterinburg, Samara, Nizhny Novgorod, Novosibirsk, Chelyabinsk, Perm, Ufa and Tyumen.

Advertisers will be able to use programmatic-purchase and targeting in real time for the maximum scope of target audience. The companies in different regions of the country will have an opportunity to show advertizing on large-format DOOH carriers for increase in image indicators and start of omnichannel performance-campaigns.

"Mail.ru Group entered the market digital offline - advertizing in August, 2019. Together with partners we provide to advertisers effective technological solutions not only in DOOH, but also in the adjacent market of indoor-advertizing. In cooperation with MAER GROUP we offered to clients new prospects of work with bonus digital formats and displaid programmatic-purchase of outdoor advertizing to regions", 'Elina Isagulova, the vice president and the commercial director of Mail.ru Group noted'

Integration of Maer Group technologies with an ecosystem of the marketing Mail.ru Group tools allows to target Digital outdoor advertizing on target audience in real time. The audience portrait near the advertizing structures is analyzed according to the open depersonalized data for fractions of a second. A system automatically shows a relevant roller depending on the structure of audience near a media facade or the superwebsite.

"Since the beginning of 2019 we connected our digital advertizing media already to several programmatic-platforms. An opportunity to give advertizing on bonus carriers, "without leaving office", in the beginning appeared at advertisers of Moscow and the Moscow region. And this service gains popularity: it is clear to business and is convenient in work. With our partner of Mail.ru Group we connected ten key regions of the country to advanced technologies. As owners of digital stock, we are interested in programmatic-sales of outdoor advertizing, they give us new clients. In 2020 we will increase our regional network of media facades, and the service of programmatic-placement will become available to a bigger number of advertisers", 'Konstantin Mayor, the founder and SEO of MAER GROUP company noted'

Digital outdoor advertizing allows advertisers not only to use new approaches to promotion in the classical advertizing channel, but also to start effective O2O-campaigns. Based on the depersonalized data the segment with which clients can continue communication on other digital-platforms forms. For example, according to the results of a campaign it is possible to start the advertizing targetted on the audience which is earlier covered by outdoor advertizing in myTarget.

The end-to-end analytics will allow to estimate influence of campaigns and on offline - business indicators. Thanks to work with the MAC addresses advertisers can analyze percent of a dokhodimost of users to outlet. Connection of own CRM base of the client will give the chance to estimate conversion of demonstrations of advertizing in offline - actions of users.

Further the tool will be transferred for independent setup to myTarget.