AI helped Tape to increase efficiency of advertizing campaigns by two and a half times

2020: Setup of targeted advertizing using AI

On October 30, 2020 Tape, one of retail networks of Russia, announced completion of piloting of the Singapore startup on setup of targeted advertizing.

The service of digital marketing of Tape with assistance of the Center of innovations of the company tested the project on the advertizing platform in Instagram within a month. The platform on the basis of artificial intelligence processed data from social networks and defined preferences of users. As a result the efficiency of targeted advertizing increased by two and a half times in comparison with use of classical instruments of start of advertizing campaigns. It was initially planned that this indicator will grow by 20 percent.

During testing we paid attention not only to click cost, but also to an indicator of failures. Qualitative traffic is important for us. The startup really identified users for whom our advertizing was relevant, – the head of department of digital marketing of Tape Boris Evdokimov noted.

Thanks to artificial intelligence the company will be able to reduce twice costs for start of advertizing campaigns in Instagram and to increase the number of conversion in shops by 37 percent.

"Tape" conducts negotiations with the agency on connection of a startup to advertizing campaigns.