VK Advertising

The main articles are:

• Online advertising (Russian market)
• Online Advertising (Global Market)

2024

Image Quality and Resolution Tool

Launched in February 2024, the Ads VK tool improves the quality and resolution of images that cabinet users upload to promote content or business. The neural network automatically adapts creatives to all available advertising formats, improves picture quality and gets rid of noise. VK announced this in February 2024.

AI-auto quality improvement reduces the requirements for minimal image resolution to launch promotion in VK Advertising and adapt ads to available sizes. Without additional time and resources from the business, the tool will expand promotion coverage and help boost sales.

When setting up campaigns, the user of the ad cabinet can also select the desired area of ​ ​ the image. The neural network increases and frames it for all advertising formats - square, vertical, horizontal - and clears noise. This allows you to show the ad in high quality at more locations on VK projects and in the advertising network. The tool is built on the basis of a model trained on tens of thousands of VK Advertising creatives.

The neural network automatically determines the target audience of the business or author

Another VK Ads tool independently selects which users to show ads. The neural network takes into account the accumulated data on the audience and targeted actions on VK projects and in the advertising network. With automatic targeting, it is easier and more efficient for entrepreneurs and authors to attract users to applications, as well as customers and subscribers to VKontakte communities. VK announced this on January 24, 2024.

In VK Advertising, dozens of audience parameters are available for displaying ads to target users: gender, age, geography, interests, income and others. At the same time, each of us can simultaneously be interested in different topics, goods and services. It is difficult to take into account all impersonal characteristics and signals about the behavior of the online audience manually. The task of technologies is to simplify this process for any user of the advertising platform, increase the relevance of ads and increase the return on promotion for business and authors, "said VK Advertising Product Director Yakov Stinsky.

The tool independently analyzes tens of thousands of similar campaigns with high conversion rates and selects the current audience parameters. Algorithms show ads to those users who are more likely to subscribe to the author's or business community on the social network, write a message to him, respond to the publication or install the application.

You can automatically select an audience when you set up ad sets in the Ads VK cabinet. The tool is already open when promoting VKontakte communities and mobile applications. In the future, it will become available for all campaigns in the platform cabinet.

2023

Increase in the average monthly number of ads by 15 times

The average monthly number of ads in VK Advertising has grown 15 times year-on-year. In 2023, for each ruble invested in website promotion, the platform generated 2.6 times more purchases, additions of goods to the basket, applications and other targeted actions. The number of sales in mobile applications increased 3.6 times, and the revenue of online stores from advertising doubled. VK announced this on December 26, 2023.

Leaders in investment in promotion on the company's platform from e-commerce, in second place - finance. The third place is shared by recreation and entertainment, real estate and consumer goods. Businesses in the sports and real estate categories are increasing their advertising budgets faster than others.

The number of unique advertising campaigns of sites grew during the year by an average of 62% per month, business investment - by 82%. 70% more applications are promoted on the platform than a year ago. Budgets for their advertising increased by 88%. The number of installations increased most actively after the transition to the ads of the social network application - 5.2 times per year.

At the end of the year, the average revenue generated by online stores using VK Advertising almost doubled. It is highest in marketplaces - 8.5 rubles for each ruble invested in advertising.

One of the most popular formats on the platform is lead forms. With their help, users can leave contacts in the ad for a feedback request, and companies can get customers ready to buy. Over the year, the business increased the budget for the promotion of lead forms in VK Advertising by 90%. The average number of completed applications per ad campaign rose by 75%.

In February 2023, VK Advertising withdrew from beta testing and launched the promotion of VKontakte communities. The most popular promotion goals are the growth of subscribers and messages. In the dialog, users specify details about the product or service, place orders. The number of messages sent to business communities after a click on advertising doubled on average month to month.

In March, VK Advertising introduced tools to promote VKontakte content: video, live broadcasts and music. By improving the accuracy of algorithms, the average cost of watching a video ad was quadrupled in November compared to March. The average monthly number of likes to videos has grown eight times, and their price for business has more than tripled.

In the fall, VK Advertising launched media advertising tools to increase business reach and recognition, as well as promote groups in Odnoklassniki and content in Zen. For developers and publishers of applications, there are more places of promotion in RuStore: now ads can be shown in the search results of the store, in the sections "Interesting," "Games" and "Applications."

Visual Event Designer for Site Promotion

A visual event designer appeared in "VK Advertising" to promote sites. This was announced on December 5, 2023 by representatives of VK.

The visual designer in "VK Advertising" will help entrepreneurs adapt sites for promotion on the Internet. Without the help of developers and special code, users will be able to select the necessary targeted actions in a few clicks. The data allows platform algorithms to train and attract new customers, and advertisers to analyze the effectiveness of promotion.

To work with the tool, you must install the "VK Ads" pixel on the site. In the visual designer, it is enough to choose which actions and buttons on the site should be counted as target. For example, Buy, Add to Favorites, Sign Up, or go to specific pages.

Site markup will also allow you to form segments of the audience that has taken the desired action for re-communication. Beauty salons will be able to show a discount offer to those who signed up for services a month ago, and stores to users who have not completed the order.

Gallery of free images generated by the neural network

A gallery of free images generated by a neural network has appeared in VK Advertising. This was announced on November 30, 2023 by representatives of VK. Business, authors and media can choose the right creatives to advertise social media communities, sites and apps from more than 10,000 options. The tool will speed up the launch of ads and make it easier for users of the advertising platform to promote.

Finished images are available on the "Created by Neural Network" tab when setting up ads in VK Advertising. In the search bar, just enter the topic of business, goods or services. There are three styles to choose from: realism, animation and digital art.

Images are automatically adapted to the available ad formats on VK projects and in the advertising network. The platform will show a notification if the generated picture is already used for promotion by another business.

Add tools to increase business awareness

VK To advertizing Tools for growing business recognition have appeared in. Static ads and video ads will help reach as many target users as possible, effectively spending the promotion budget. VK announced this on November 15, 2023.

In VK Advertising, mostly performance instruments were available. Their algorithms take into account the advertiser's tasks and the specifics of campaigns in order to bring as many targeted results as possible here and now: sales, applications, application installations, and so on, "said VK Advertising Product Director Yakov Stinsky. - Now on the platform, business can solve long-term problems of building and developing a brand. Increasing recognition, loyalty, and ultimately, influencing conversions is even more effective.

The section "Recognition and Reach" is available in the VK Advertising office. To run the promotion, you need to add images, text and finished videos to the ad campaign. Algorithms adapt them to locations on VK projects with an audience of more than 98 million users per month and in an advertising network that unites hundreds of thousands of applications and sites. Advertising will seem both native on the platforms - out-stream, and inside the main video content - in-stream.

As of November 2023, payment for CPM is available in media campaigns - a thousand ads. The business can choose how to use the budget and compete with other campaigns in the auction. There are three options: set a fixed price for a thousand impressions, limit its top bar or enable algorithms to reach as many target users as possible within the budget.

At the stage of setting up promotion in the advertising office, you can additionally connect verification of the visibility of ads from external partners. The tool checks whether the display of ads meets international standards. At least 50% of the announcement must be broadcast to the user for at least one second for the banner, and two seconds for the video.

Business can also limit the frequency of ads per user - at the level of the entire campaign or individual ad sets. In the future, the scope of campaigns in VK Advertising will expand.

Launching a tool to help musicians find their audience among listeners of other artists

Launched on November 7, 2023, the VK Advertising tool will help musicians find their audience among listeners of other artists who are developing VKontakte. Artists will be able to attract more fans of the genre, and the audience will not miss the releases that are interesting to her.

VK Advertising algorithms analyze the author's content, as well as the interests of social network users to performers. This allows you to show ads to those who have already listened to the musician's works and are likely to open the artist's track or add it to the VKontakte page.

To launch an advertisement, the performer needs a VKontakte community and documents confirming copyright. Advertising can be shown to the audience of those musicians who have at least 300 listeners.

The tool is available in the VK Advertising office: you need to select the "Music" goal and target fans of the right artists. Announcements will be seen by listeners of selected musicians in the VKontakte feed. Algorithms independently allocate the budget in such a way as to bring more targeted actions at a minimum price.

Availability of tools for promoting personal pages on VKontakte

An office has become available to VK Advertising users, where they can use the tools for promoting personal pages on VKontakte. The proposed platform tools are designed to help attract new subscribers and increase their activity: increase the number of messages and reactions to publications. Representatives of VK reported this on October 24, 2023.

"The key tool for VKontakte authors and business is the community. It has the most opportunities for the development of author's content, creating an online store or a full-fledged platform for business presence on the Internet, "said Yakov Stinsky, Product Director of VK Advertising. - Some users are used to developing projects in their profiles. In order to make it easier and more convenient for them to find audiences and customers, we launched tools for promoting personal pages in VK Advertising. Compared to the VKontakte cabinet, users of the new platform need seven times less action to get the result from the promotion. "

In the VK Advertising office, select the "Community and Profile" goal and specify the current page. You can use an already published post or a new ad in a campaign, and the profile must be open to all users and comply with the rules. Algorithms will automatically show ads to those who are more likely to subscribe to the page, write a personal message, and leave a reaction to the post. Ads are shown in the mobile and web versions of the VKontakte social network feed.

Ability to assess delayed progress

VK To advertizing The business can evaluate what targeted actions users have taken after viewing ads, even if they have not clicked on the ad. This will allow you to take into account the chain of contacts of users with the business before the conversion and the impact of advertising on the result. VK announced this on October 5, 2023.

Users can see ads on the Internet, but do not go to the ad immediately and take a targeted action later. Evaluating post-view conversions will identify ads that have resulted in a targeted action - a claim, adding an item to a shopping cart, or buying.

The tool works on the basis of the VK Ad pixel - it impersonal transfers the actions that the audience performs on the site to the advertising platform. The business can take into account events committed by users within seven days of viewing ads.

In the future, the interval for post-view conversion analysis will increase, and the business will be able to choose the number of days to assess the deferred result from the promotion.

You can view the analytics in the VK Ads office. To do this, in the Pixel Events block of the statistics, select post-view as the attribution type.

Adding the Ideas Forum Tool

VK Advertising launched the "Forum of Ideas" - a tool for collecting proposals from platform users. They can offer changes or new functionality and vote for the best initiatives. The product team will take the most popular ideas that meet the platform development strategy into operation. VK (formerly Mail.ru Group) announced this on October 3, 2023.

More than 50% of ads on VK and ad network resources are campaigns from VK Ads. And the team continues to expand the platform's capabilities so that any business can effectively solve its problems on the Internet. To do this, we develop algorithms and tools, and also take into account feedback from the market. At the same time, it is important for us that the ideas meet the requirements of the platform and strategy for the development of our technologies, and also benefit the market, so we will be very attentive to their consideration, - comments Yakov Stinsky, Product Director of VK Advertising.

Users authorized in the VK Ads office will be able to create an initiative. In the "Forum of Ideas" you can track the status of the proposal consideration and discuss it with the platform team or other market specialists. VK Advertising users who spend at least 5 thousand rubles a month on promotion will be able to use the "Forum of Ideas."

You can get to the "Forum of Ideas" through the VK Advertising website or from the office: to do this, go to the "Help" section.

Ability Users to transfer the budget from the VKontakte office

Users of the VKontakte advertising cabinet registered as individuals can automatically transfer the budget to VK Advertising. This will simplify the process of moving small and medium-sized businesses to a single platform for promotion on VK projects and in the advertising network. VK announced this on September 29, 2023.

In the old office, you need to go to the "Budget" section and select "Transfer funds." The user will see a notification about the budget balance, and the Ad VK cabinet ID will appear in a special field automatically.

After the transfer of the budget, the old VKontakte office will be closed, but it will have access to statistics on completed campaigns.

VK launched VK Advertising in April 2022. Most objects can already be promoted on the platform: from mobile applications, sites to videos, broadcasts and VKontakte music. Gradually, VK Advertising will combine all the key advertising tools of the company.

The ability to add a carousel of goods to video ads

On July 27, 2023, VK (formerly Mail.ru Group) introduced an updated VK Advertising format - Shoppable Ads - will allow e-commerce companies to display cards in video ads on mobile devices and desktops. It works simultaneously to increase business recognition and sales growth. With it, you can automatically add a carousel of goods from the catalog to the company's video. Compared to other video formats, the number of transitions from the carousel in the video to the product page is doubled on average.

The carousel in the video consists of cards depicting goods, their description and price. It is shown at the top or bottom of the video, as well as on the side - depending on the platform and format for which the platform adapts advertising. When you click on the card, the user will immediately go to the page of the desired product. The format is suitable for online stores, marketplaces, as well as businesses that develop VKontakte stores or on other online sites.

You can launch a video with a carousel if at least three active goods or services are available in the catalog. The platform's algorithms show ads to the audience most likely to make a purchase. For example, if users are interested in travel, then they will see a carousel with hotels or air tickets.

To launch the campaign, you need to select the target "Product Catalog," as well as one of four promotion objects: site, mobile application, VKontakte community or store on the marketplace. Then you need to set basic settings and upload the video to the universal announcement. Item descriptions, images, and prices are automatically transferred from the catalog. The format allows you to show up to 20 cards in a video at the same time. If the composition of goods or services changes, the list of available items is updated without additional business action.

You can attract not only new users, but also those who have already made purchases, viewed goods from the catalog or were going to buy them, but did not have time to pay. The retargeting audience segment is built automatically on the basis of user actions with goods or services.

Add a tool to customize the appearance of lead forms

On July 10, 2023, VK (formerly Mail.ru Group) announced that VK Advertising had a tool for adjusting the appearance of lead forms for goals and visual style of business. It will help increase the recognition of the company, rebuild from competitors and increase the number of applications.

Advertising with lead forms attracts potential customers who are ready to interact with the business. Branded forms will make it easier to attract applications from users who are familiar with the company and trust it, which means they are more likely to leave contacts and purchase a product or service.

You can create a lead form and change its design in the VK Ad office. In the "Styles" field, just add a cover and select the color of the call-to-action button - the tool will select a color scheme for it. Before launching the campaign, you can check what the form will look like in applications and on web resources in light and dark design.

Availability of MyTracker Audience Tool Features

On June 9, 2023, the company VK (formerly Mail.ru Group) announced that extended features of the Audience tool became available for free for VK Advertising users. MyTracker It allows businesses to form impersonal user segments that have interacted with applications or a site from different devices and platforms, and re-communicate with customers. Based on the results of tests on, iOS retargeting campaigns on the audience created in MyTracker reduce the cost of the target action by up to 20%.

You can profile the audience on various grounds: geography, activity, information expenses in the application or on the site, outflow probability and other parameters. MyTracker works on the basis ML of -attribution and allows you to reach the maximum audience from the segment for retargeting, regardless of user devices.

After you add an audience to VK Ads, the segment is updated automatically. With its help, ads can be shown to those who installed the application or went to the site, but did not issue an order or did not renew their subscription to the service. Impersonal segments can also be excluded from advertising - for example, do not spend the advertising budget on those who already actively use the service.

In order to create segments in MyTracker, you need to connect the service to a mobile application or site. In the future, they can be used in VK Advertising campaigns: just customize the Audience tool in MyTracker and integrate your account with the advertising platform.

Accounting for Offline Sales in Analytics

On June 7, 2023, VK (formerly Mail.ru Group) introduced another VK Advertising tool that will increase the effectiveness of promotion for business. Transfer offline sales data to VK pixel Ads will attract more target customers and more accurately evaluate campaign results in all channels.

Users can go on advertising on the Internet to the business website, but purchase a product or service offline. Taking this indicator into account in statistics allows you to assess the complete picture of the client path and the impact of online promotion on key business metrics. This tool allows you to transfer data from CRM systems of companies offline to the VK Advertising platform via API, which simplifies the analytics of promotion on the Internet and increases its accuracy.

In addition, data on offline conversions are taken into account in the ML models of the platform. Based on them, algorithms learn faster to show ads to those users who are more likely to become business customers - both online and offline.

Adding a Data Layer Events Block

On June 5, 2023, the company VK (formerly Mail.ru Group) announced that with the help of additional tools, VK Advertizing online stores and marketplaces can take into account more targeted user actions for sales growth.

In the VK Ad pixel, level support is now available data - dataLayer - from the tag manager. Google Thanks to this, you can automatically configure the transfer of impersonal events that users commit on the Internet store site to the advertising platform.

After connecting the transfer of target actions, the Data Layer Events block appears in the Events section of the VK Ad cabinet. They can be used as a promotion goal: algorithms will show ads to users similar to those who have done the right thing. For example, I looked at pages of certain items, added items to the cart, or made a purchase. Events can also be used to return users to the site and motivate them to purchase using dynamic retargeting.

In addition, another event to optimize advertising has become available to e-commerce companies - "Added to Favorites." You can select it as a target action when you launch campaigns, along with viewing the item page, adding it to the cart, and buying it. Based on this event, you can also form audiences for retargeting: a business can show users ads with items that they have added on the site or in the application to favorites, or related products.

Launching Smart Community Targeting on Social Media

On June 1, 2023, VK (formerly Mail.ru Group) introduced the VK Advertising tool, which will help businesses find a target audience among active subscribers of VKontakte communities and groups in OK. Platform models will not show ads to all public participants, but only to those who are more likely to perform the desired action. For example, write to the community, leave a request, install an application, add an item to the cart, or pay for a purchase.

Algorithms VK Advertisements analyze the interests and features of the behavior of the audience, as well as content business. The system shows ads to the most relevant users: active subscribers of communities that are interested in advertiser offers. In the future, platform tools will help expand the audience of the campaign to users most similar to subscribers of the selected publics.

Any business can use targeting by VKontakte communities and groups in OK. Ads will be seen by target users on VK projects. In the office, just select the current publics, and then click "Create Audience," after which the finished segment can be reused.

Every second ad show on all VK projects and advertising network falls on campaigns from VK Ads. Due to the higher accuracy of the models, users are 2.5 times more likely to respond positively to ads from the new platform compared to VKontakte and MyTarget advertising cabinets.

Launch of a comprehensive targeting program

On May 30, 2023, VK announced the creation of a comprehensive program for the support and development of targeting. Its goal is to help specialists in the industry increase expertise in working with advertising technologies in order to even more effectively develop customers' businesses.

The VK program will combine several vectors to support targeting at each stage. From practical courses on working with existing and new advertising tools to the formation of a professional community of specialists and assistance in finding new clients. An important part will be early access to testing the company's new technologies for business, exchange of expertise with the VK team, and the ability to influence the creation and development of new tools.

The first step of the program will be the launch of the basic level of certification for working with a single VK Advertising platform. You can go through it on the VK training platform for business.

Social networks are a key channel for business growth, the formation of a loyal audience and sales. The business has a large number of tasks, so often targetologists help entrepreneurs in promotion. Their contribution to the development of the market and advertising tools is difficult to overestimate, - said Maxim Ikonnikov, director of development and sales of SMB, VK. - Technologies of advertising platforms are constantly developing, new formats and channels of interaction with customers are emerging. To help professionals continue to work effectively with the business, we will support members at every stage. The program involves several levels and takes into account the experience and needs of targeted scientists.

One of the criteria for selection for the program will be certification of specialists in VK Advertising. With its help, independent targetologists and agency employees can confirm the basic level of skills in working with the platform. To do this, you need to log in using the VK ID, successfully pass the test of 60 questions and obtain a registered certificate.

If the test failed the first time, you can try again in 15 days. During this time, the materials of the VK training platform for business will further strengthen their knowledge and skills. At the first stage, advertisers will have access to a list of agencies that have passed the certification. In the future, certification will be expanded - it will have an advanced level and a list of individual specialists recommended by the VK team.

Dynamic promotion of goods and services

On May 26, 2023, VK (formerly Mail.ru Group) announced that VK Advertising has simplified the promotion of goods and services from VKontakte communities and added tools to increase sales on social networks.

Previously, to advertise VKontakte stores, it was necessary to launch a community promotion and select the targeted action "Purchase of goods and services." In a static carousel format, a maximum of six items could be promoted and updated manually to look for new customers.

Now this can be done easier: if there are at least three product or service cards in the community, just select the Product Catalog target and add a link to the community. The platform will automatically create a list of available items with description, images and prices, as well as a separate group for promotion. If the composition and quantity of goods or services in the community changes, the catalog is updated automatically.

With this dynamic advertising tool, entrepreneurs can attract and retain customers, return users to the community, and motivate them to buy, including repeat. For example, show ads to those who purchased goods or services before or viewed business offers in the public. ML models will additionally form personal recommendations and offer related products.

Thanks to the automatic transfer of the catalog and targeted actions from the community, businesses do not have to launch several advertising campaigns for different products and services. The system itself will show the proposals that are relevant for users and adapt the cards to the available locations on VKontakte and on other VK projects.

Business and developers can promote their VKontakte mini-applications

On April 20, 2023, VK (formerly Mail.ru Group) announced that business and developers can promote their VKontakte mini-applications in VK Advertising. The emerging tools will help companies attract more users, subscriptions to services, applications and sales. Users - to solve their daily tasks, learn, monitor their health and enjoy spending time in convenient services inside VKontakte. Compared to the advertising cabinet of the social network, VK Advertising algorithms increase the number of discoveries of mini-applications from ads by 56% and reduce their cost by 27%.

In VK Advertising, special ML models are developed for each purpose and object of promotion. When promoting mini-applications algorithms , they analyze not only the impersonal interests and features of the behavior of social network users, but also content the specifics of the service. The system shows ads to those who are more likely to go to the mini-application of a specific advertiser: developers will find potential buyers of apartments, developers games and will increase the number of gamers.

To launch a campaign, you must select a promotion target, upload images and videos, add text, or create it automatically. Algorithms will form different options for ads and adapt them for the VKontakte feed. VK Advertising models are already trained on thousands of campaigns and allocate the budget themselves so as to bring as many target users as possible at the lowest price.

In the statistics of the advertising cabinet, it is convenient to monitor the number of transitions to the VKontakte mini-application and the targeted actions that users perform within services. At this stage, ads can be shown in the VKontakte feed, and in the future - on other VK projects and advertising network.

Create mini-applications VKontakte business and independent developers can independently using the open platform VK Mini Apps. Users do not need to install them on smartphones: you can go to the necessary services through the usual interface of the social network. More than 75 thousand mini-applications are already available on the platform, and their average monthly active audience exceeds 44.6 million users.

The ability to promote VKontakte music

On April 5, 2023, the company VK (formerly Mail.ru Group) announced that artists could promote their tracks Vkontakte with additional VK instruments. Advertizing Algorithms advertising platforms will help artists attract more listeners, and users will not social networks miss releases from their favorite authors and new musicians.

Algorithms VK Ads analyze the interests of users to different genres and show tracks to those who are more likely to listen to them. Popular artists can promote fresh releases or old hits, and new ones can draw attention to their work. In the statistics of the advertising cabinet, you can follow how many times users began to listen to the track from the ad, added it to their wall or in history.

You can promote music in VK Advertising without special knowledge. Algorithms manage the budget on their own to bring more listeners. To launch an advertisement, the artist needs a VKontakte community and documents confirming the rights to music. In one campaign, you can promote up to ten separate tracks, one album or playlist.

To launch track advertising, you need to register in VK Advertising using VK ID, in the near future the tool will be available to all users of the platform. Ads with individual tracks, playlists or albums will be shown in the VKontakte feed. In the future, it will be possible to promote tracks on other VK projects and in the advertising network.

The ability to promote VKontakte videos and live broadcasts

With the VK Ads tools that have emerged, authors and businesses can attract more viewers of videos and live streams. Vkontakte This will help users not to miss the interesting content in. social networks Tests showed that the cost of watching videos cost advertisers an average of 66% cheaper. The company VK (formerly Mail.ru Group) announced this on March 23, 2023.

Advertising videos and live broadcasts will help authors and businesses get more targeted actions - views - at a lower cost. For example, VKontakte bloggers can promote videos with life-style content, and business can promote a detailed video selection of goods or services.

To run video ads and broadcasts, an author or business needs to select a community and upload videos to the video section. Up to ten videos can be promoted at the same time: advertising platform technologies automatically adapt them for display in the VKontakte feed. VK Advertising algorithms analyze content in communities and videos and show ads to users who are more likely to watch them. This allows you to involve the maximum target audience in videos and broadcasts.

You do not need to understand the campaign settings yourself and monitor the results: VK Advertising algorithms monitor the promotion efficiency and automatically manage the budget.

To launch video and broadcast ads, you must register in VK Advertising using VK ID, and you can show ads in the VKontakte feed. In the near future, the tool will be available to all users of the platform, and it will be possible to promote videos on other projects of VK and the advertising network.

Opportunity for advertisers to motivate users to fill out applications using "VK Ads" tools

Advertisers can motivate users to fill applications with discounts and bonuses using tools. VK Advertizing The business will be able to provide additional value in exchange for contacts of potential customers and improve their experience. Reward ads, on average, increase the likelihood of filling out an application several times. VK announced this on March 17, 2023.

Lead forms with discounts or bonuses make it easier to collect applications from potential customers. For users, this is an additional reward from the company. A clothing store, for example, can offer a discount on the first purchase for the application, and a tutor - free access to the webinar. If it is important to describe the product in detail, you can add more text to the ad.

After creating the lead form, you can start promoting it. VK Advertising algorithms adapt ads for display in VKontakte and Odnoklassniki news feeds, as well as between videos in VK Clips. Advertising will be seen by an audience that is more likely to be interested in offering a business.

Clicking on the ad will open questions from the business to the user, and after answering them - a form for collecting contacts. You can fill it inside VKontakte, Odnoklassniki or VK Clips without switching to external sites. To automatically fill the fields with contacts, click on the "Fill from profile" button. The application is transmitted to the advertiser after the user agrees to process the data, and a notification about it will come to VK Messenger or by e-mail.

The ability to collect applications and contacts from customers in VK Clips

On February 28, 2023, VK (formerly Mail.ru Group) announced that it had expanded VK Advertising's application collection tool capabilities. Any business can collect contacts of potential buyers directly in VK Clips using lead forms.

In order to start receiving applications in the clips, you need a minimum of actions. You need to go to the VK Ads office, select the lead form for promotion and the current settings. When choosing sites for advertising, in addition to VKontakte and OK news feeds, Clips are now available.

The algorithms will do the rest of the work on their own: they will analyze the behavior of the VK Clips audience, adapt ads to be shown between videos and show them to the most interested users in the offer. Notifications of new applications will come by e-mail or to VK Messenger. You can show lead forms between videos in the mobile application and in the web version of VKontakte.

When you click on an ad, the user enters the contact collection form. You can fill it inside the familiar VK Clips interface without going to external sites. Contact information can be left automatically by clicking on the "Populate from profile" button. The request is sent to the advertiser only after the user agrees to process the data.

Availability of promotion tools to hotel and airline aggregators

In VK Advertising, travel market companies - aggregators of hotels and air tickets - have convenient tools for promotion. VK (formerly Mail.ru Group) announced this on February 27, 2023.

In the VK Advertising Commerce Center, a business can create and edit service catalogs, and then launch campaigns in the office. Accommodation and flight booking services can store information about all offers in one place, attract new buyers and return those who planned the trip, but did not make a purchase.

Creating a catalog of goods and services in VK Advertising is easy. You need to download a file with a list of offers and select the appropriate product category - "Flights" or "Hotels." If an error occurred while creating the directory, the system will immediately display it in the interface. For example, it will show that there are not enough photos of hotels or mandatory fields are not filled. You can update lists every hour so as not to show users booked items, or in real time through the API.

To launch a campaign in VK Advertising, you must select the Product Catalog target. You then set the campaign period, budget, and other settings. VK Advertising algorithms adapt product cards from the feed to available advertising formats and platforms for display, as well as show ads to those who are more likely to book a room or buy a plane ticket.

Tools to Promote Communities

On February 2, 2023, VK announced that VK Advertising is emerging from the beta period and opens up access to updated advertising tools for business and authors. These tools have already tested more than 6,000 businesses and authors.

Promotion in social networks has a feature. Each invested ruble is returned not only in the form of users and customers, but also works for a long-term result. A user who came to the community from an ad and subscribed to it buys goods or services again, reacts to posts and shares them with friends. comments Stanislav Bonbin, Product Director, VK Advertising Technology

According to the company, when promoting the community, you can choose one of four goals that you need to achieve:

• attract subscribers,
• receive messages from social network users,
• increase the number of likes and comments on posts,
• sell more goods and services.

VK Ads tools take into account the optimal parameters for each goal and show ads so as to bring the community the largest number of selected actions.

The user of the advertising cabinet does not need to understand complex settings, monitor the results and make changes. To run ads, you need three times less action, and all tools work automatically. VK Advertising itself analyzes how promotion works and manages budget expenditure. In this case, the advertiser can choose the maximum amount that he is ready to spend for a certain period of advertising or for achieving the goal specified in the settings.

There are no dozens of different formats on the advertising platform, universal ads work instead. It is enough to upload images and text - the system will automatically create ad options or make commercials out of them. Additionally, you can add ready-made videos to show them to even more users. VK Advertising itself adapts all materials to formats on VK projects and in the advertising network.

For February 2023, VK Advertising can promote VKontakte communities; in the future, tools will be available for business and content development in Odnoklassniki.

VK launched a beta version of VK Advertising - a single platform for advertisers - in April 2022. At the launch stage, only mobile applications could be promoted in the office. Within a few months, tools for advertising sites, online stores and lead forms appeared on the platform. Users can take part in closed tests of updated tools in the Beta Testing Center on the platform website.

Launch of promotion of lead forms in Odnoklassniki

January 31, 2023 in VK Advertising launched the promotion of lead forms in Odnoklassniki. The business can analyze the interests of customers and collect even more applications from potential buyers.

You can start collecting applications from customers simultaneously in Odnoklassniki and VKontakte in a few clicks by launching the promotion of lead forms in VK Advertising. If a business needs to quickly form a buyer base, forms with short questions and fields for filling out contact information are suitable. You can add open questions to analyze customer interests.

After the start of promotion, VK Advertising algorithms will automatically adapt ads for Odnoklassniki and VKontakte feeds and show them to those who are more likely to fill out the form. Business will not miss new applications on social networks - notification of them will come by e-mail or to VK Messenger.

When you click on the ad, the user will be on the list of short questions from the business. After answering them, the form for collecting contacts will immediately open. You can fill it inside the usual interface of social networks without switching to external sites. In order to make contacts automatically, you can click on the "Fill from profile" button: the system will add them from open information. The request is submitted only after the user agrees to process the data.

In the third quarter of 2022, the average monthly audience of Odnoklassniki reached 38 million people. The total number of business groups that publish content on social networks has also grown - by 44.5% year-on-year.

Launch a tool to increase audience activity and engagement

VK Advertising introduced a tool to increase audience activity and engagement. This was announced on January 24, 2023 by VK (formerly Mail.ru Group). Using retargeting, the business will be able to show ads to users who have already used the mobile application, but have not committed a targeted or repeated action. For example, they did not finish ordering on the marketplace, did not make an in-game purchase, or missed a new video on the content platform. According to the tests, mobile promotion with retargeting allows businesses to maintain the effectiveness of campaigns while reducing advertising costs by an average of 32%.

The tool allows businesses to motivate audiences to apply for services, subscribe to services and take other targeted actions. Using retargeting, you can promote related products that may be of interest to the audience, or tell about promotions to those who have the application installed. On the database from the mobile tracker about the behavior of the audience or the advertiser's CRM database, you can personalize advertising, improving the client experience.

You can optimize the promotion - effectively allocate the budget between ad sets - by the "In-App Events" goal. Ads will be seen by those users who are most likely to be interested in offering a business and are more likely to take the desired action in the application.

To launch a retargeting campaign, just configure the integration of the application with the mobile tracker. The tool is available to advertise apps on Android and iOS.

2022

Launch a tool to easily collect bids from prospects

Users of VK Ads will be able to receive applications even faster from the audience interested in the product or service. The first tests showed that this tool reduces the cost of the target lead by up to 68%. VK announced this on December 20, 2022.

Advertising with a lead form allows you to launch a promotion in a few clicks and start collecting applications from potential customers or quickly receive feedback. Depending on the business goals, you can create different versions of lead forms. For example, short forms will help quickly form a customer base and attract buyers, more detailed - determine how to improve the service, product or analyze the interests of potential buyers.

After launching the campaign, the system automatically adapts ads for display in the VKontakte feed, and the platform's algorithms will show ads to those who are more likely to fill out the form. You can receive notifications about a new application directly in the VK Messenger or by e-mail.

Advertising is shown in the VKontakte feed in both static and dynamic formats. Clicking on the ad will open questions to the user, and after answering them, a form for collecting contacts without going to third-party sites. Its fields are filled automatically on the basis of open information from the profile in the social network after clicking on a special button. You can edit the data as needed. The application is submitted only after the user agrees to the processing of the data.

In the future, this tool will be available for launching campaigns at other VK sites.

Launch additional tools to promote sites

In the beta version of VK Advertising, additional tools for promoting sites have appeared. Advertisers will be able to select promotion goals faster and easier, create audiences to return users, and run adaptive video ads. This was announced on December 14, 2022 by VK.

Autoevents

If a VK Ad squeaker is installed on the site, the Automatic Event Search tool will independently offer up-to-date promotion goals. For example, viewing product cards, clicks on a phone number, going to the messenger, adding products to the cart or shopping. Algorithms recognize code elements on the site and, based on impersonal data, analyze the behavior of the audience: for example, whether visitors click on the "Order Callback" button.

These data help solve two problems at once: it is faster and easier to set promotion goals and form audience segments of users. Without additional settings, the platform cabinet will automatically display available events to optimize promotion. VK Advertising models will show ads to those users who are more likely to perform the selected target action.

Retargeting Audiences

On the pixel database, you can form audience segments of users who visited the site but did not perform targeted actions. For example, those who went to the page of a certain item and left the site added the item to the cart, but did not complete the purchase or clicked on the call to the company, but did not contact the operator.

The advertiser can then select the relevant segments for retargeting. The tool will help return users to the site and motivate them to complete an order or call - depending on the goals of the business.

Adaptive Video Ads

In universal ads, you can now run not only static ads for sites, but also video movement. With the help of commercials, businesses can talk in more detail about the benefits of their goods and services, show them from different directions and more efficiently attract the attention of users.

It is enough to download all image options once: graphics, vertical, horizontal and square videos, as well as add text. The system itself will form the necessary options for all available sites and locations on mobile devices and on the desktop in order to reach 100% of the target business audience.

VK Advertising launched the promotion of sites in October 2022. According to the tests, the platform's algorithms increase the effectiveness of advertising campaigns by an average of 30%.

Launch of a commerce center to promote online stores

A commerce center has appeared in VK Advertising, which has combined tools and technologies to promote online stores. Advertisers can create catalogs of goods and manage them in the office, as well as launch advertising campaigns in a few clicks. According to the test results, the share of advertising expenses (DRR) in campaigns with these tools decreases by an average of 31%, and the cost of targeted action (CPA) - by 25%. This was announced on November 22, 2022 by VK.

More companies in e-commerce are increasing investment in advertising on our projects - in 2022, the number of such advertisers doubled. At the same time, we see how promotion is converted into sales: over the past year, the turnover of goods that generated our advertising technologies for online stores has grown by 90%. Launching additional tools in VK Advertising is a step towards automation. narrated by Stanislav Bonbin, Product Director, VK Advertising Technology

According to the company, in a special section, users of the advertising platform will be able to quickly download lists of their products and divide them into groups for promotion - this can be done automatically using filters or manually. If the system detects errors in the directory, it will immediately display them in the interface: for example, it will show where there are not enough images or the names are incorrectly indicated. You can update lists every hour to avoid showing users items that are no longer available. In addition, the integration of directories into the platform cabinet is available through the API.

To promote goods from stores in the platform office, the goal "Promotion of goods from the catalog" is available. Tools solve two problems at once: they find customers and motivate those who are already familiar with the business to buy. VK Advertising models study the assortment of the online store and show the products themselves that will lead to the target action. In addition to clicks and impressions in the campaign setup, you can set the goals "view item," "add to cart" and "purchase."

Dynamic retargeting scenarios based on machine learning adapt the campaign so as to show users the most relevant offers and motivate them to buy. In the cabinet interface itself, you can choose which of the store's visitors needs to show advertising: to the entire audience, to those who watched goods from the catalog or were interested in a specific group of goods. The segment is built automatically, for this it is enough to add a VK pixel. Advertising to the store's website or connect integration with the tracker in the mobile application.

The advertising format "Universal Ads" helps not to waste time creating dozens of creatives. Images, description of goods and prices are transferred automatically from the catalog. The system adapts ad elements to all available platforms. At the same time, at the stage of setting up the campaign, users will be able to see what ads will look like in different locations and adjust them, if necessary.

VK launched a beta version of a single platform for VK advertisers Advertising in April 2022. First, opportunities for promoting mobile applications became available in the office, which in June 2022 expanded with seamless integration with the RuStore store. From October 2022, any advertisers can promote their sites on the platform. Special algorithms show advertising in such a way as to optimize promotion and bring more targeted actions on the page - transitions, call requests or purchases.

The emergence of a tool for promoting sites

VK announced on October 20, 2022 the emergence of a tool to promote sites in the beta version of VK Advertising. Advertisers who work with the platform will be able to attract visitors to their pages and receive more targeted actions at a given budget - for example, purchases or registrations. The first tests showed that the tools increase the efficiency of site promotion by an average of 30%.

You can launch ads for the site simply and quickly thanks to automation tools. Just add a VK pixel to the promoted page. Advertising is easy to do in a few clicks. It will help to anonymously evaluate the audience and targeted actions of users on the site. The algorithms of the advertising platform will independently show ads to those who are more likely to perform a targeted action - go to the site, leave a request for a call, add the product to the cart or make a purchase.

The Universal Ads format will create all possible advertising options for different sites and locations. It is enough for the advertiser to upload images and texts, after which the system itself will generate ads so that the campaign brings the maximum number of targeted actions.

Automatic rate control is available for effective budget allocation in the cabinet. Advertisers can choose one of two strategies - to set the marginal or minimum price they are willing to pay for promotion. The first helps to limit the cost of the target action, the second - to get the maximum number of conversions on the site at a given budget.

To start the campaign, just select a date, replenish the budget and set the necessary settings. Announcements are shown on all VK resources, including social networks Vkontakte in and, Schoolmates as well as in the partner network. You can evaluate the promotion results in the "Campaigns" section of the statistics block.

Launch promotion of applications from RuStore

The company VK on June 3, 2022 announced that it was providing advertisers with the opportunity to promote on the VK Advertisement mobile applications platform for from Android Russian the store. RuStore Advertisers can increase application installations by integrating stora with VK Advertising and analyzing results without additional services analysts and attribution.

To launch the promotion, you need to add a link to the application in the store in the advertising office. VK Advertising algorithms take into account data on application page views and installations. This helps optimize the promotion so that the ads are seen by those users who are more likely to install the application. The first tests showed that the integration of platform tools reduces the cost of installation from RuStore users by an average of 20%.

In 2022, VK will expand the ability to promote applications from RuStore. Advertisers will be able to attract more installations and increase the number of targeted actions within applications - for example, subscriptions, applications or purchases. Analytics tools will help assess how promotion has affected business objectives.

In VK Advertising, users can also promote applications from the RuStore, in which external mobile trackers are connected, in order to receive more installations and increase conversion to a target action within the application.

Earlier, VK, with the support of the Ministry of Digital Development, launched a beta version of the Russian RuStore for users of mobile devices running the Android operating system. The site already presents applications for IT companies, banks, mobile operators, marketplaces and other players. You can download RuStore to your smartphone or add your application to the site on the official store page. At the beta stage, downloading applications to the store is available for legal entities, and private developers will also have access by the end of the year.

Launch a single platform for advertisers

On April 27, 2022, VK announced that the VK Advertising platform was available to advertisers. It will combine key myTarget and VKontakte technologies, improved algorithms and additional tools. The platform will provide advertisers with access to a multi-million audience of the VK ecosystem and advertising network. VK Ads beta is available to promote mobile applications. In the future, the platform's capabilities will expand and combine all the company's solutions for advertisers, including simple tools to promote small and medium-sized businesses.

Thanks to automation tools, advertisers will be able to launch campaigns faster and easier. At the same time, you do not have to waste time on deep analytics and optimization of settings - the algorithms themselves will show advertising to those who are more likely to perform the desired action. For example, install the application or order the delivery of the item. This is especially true when the advertiser works with a large number of campaigns, formats and creatives.

"When developing VK Ads, we relied on the simplicity of tools for any advertisers - both professional and those who do not have special skills. The platform is based on smart algorithms that during the test period showed effectiveness in attracting installations and actions within applications. We are providing access to the VK Advertising beta for a wide audience and will quickly refine the cabinet tools based on feedback from our partners. In the future, we plan to combine all advertising tools and formats on the platform, " comments Stanislav Bonbin, VK Advertising Technology Product Director

VK Advertising has a simple structure for setting up and running promotion. Each ad campaign is divided into ad sets, and they are divided into separate creatives. This allows you to conveniently manage promotion, test hypotheses and distribute the budget between ad sets, and not individual creatives, which can be very many. For this, simple navigation is available in the platform interface.

The key feature of the platform is the optimization of promotion based on machine learning. Algorithms independently analyze indicators by ad sets and individual creatives and distribute funds so that the campaign achieves a better result. With the same budget, you can get more targeted actions without wasting time on analytics and manually changing campaigns.

In the beta version of the platform, application promotion can be optimized by two targeted actions - "Application Installs" and "In-App Events." Advertisers will be able to choose for themselves what to prioritize budget expenditure: get more installations or increase the number of targeted actions within the application - applications, subscriptions, sales. Automatic rate control will help you manage your budget through two strategies to choose from - the price cap and the minimum price. The first allows you to limit the cost of the target action that the advertiser is willing to pay. The second is to get the maximum number of targeted actions with the selected budget. For example, when you need to quickly increase the number of application installations.

Universal ads independently adapt ad elements to all available platforms. It is enough for the advertiser to upload various versions of titles, texts, images or videos to the office. The system itself will create all possible formats for different resources to maximize the coverage of target users. Or he will advise you to add additional elements so that ads see more potential customers. In VK Advertising, you can use one of two advertising cabinets: for those who independently launch a promotion, and for agencies.