SberMarketing and AdTech Solutions from Beeline Business Boost TV Ad Conversion

2021: Plan ad placement on TV with AdTech solutions from Beeline Business

On February 19, 2021, the company SberMarketing (part of the ecosystem) Sbera announced that it had begun planning placement on advertizing television with the help of aggregated data telecommunication companies. This will help to increase the conversion of shows to advertiser-targeted activities.

The agency has already implemented the first project with the involvement of AdTech-direction Beeline Business"" (advertising technologies Beeline"") for planning advertising campaigns on TV and recorded an increase in the conversion of shows to transitions to the advertiser's website.

Beeline provides aggregated statistical reports based on the analysis of data on the dynamics of communication services IPTV (interactive television) and anonymized user data. The tools TV analytics allow SberMarketing to evaluate audience groups by gender, age, region of residence and select the most affinitive TV channels and programs for advertisers, as well as the best time for shows. Beeline reports use a predictive mathematical model based on a set of specified targeting parameters and load analysis at base stations.

Based on Beeline reports, SberMarketing can measure the conversion of advertising shows to site visits for specific television programs. The agency will also predict the effectiveness of advertising based on data on views of past customer campaigns. TV analytics tools help to determine the quality of image promotion with high accuracy - to evaluate knowledge about a brand or product from the same audience before and after an advertising campaign. The number of users of Beeline IPTV exceeds 1.9 million households.

"It is important for us to guarantee the customer the result and transparency of marketing investments. Therefore, we are interested in partnering with telecom operators in the field of data-driven marketing for both television and the Internet, "said Yevgeny Batyashin, director of research and development at SberMarketing.

"Communication and audience analysis technologies are useful to any modern business, regardless of scale. Those companies that study the needs of their customers and offer them what correlates with the new norms remain to gain. To do this, we are actively developing new services and are glad that, together with SberMarketing, our technology will become available to a wide audience, "said Alexei Lee, commercial director for corporate clients in the Moscow region of PJSC VimpelCom.