Pyaterochka has implemented a digital solution for broadcasting targeted audio ads

2022: Implementation of a digital solution to broadcast targeted audio ads

On October 17, 2022, Pyaterochka (part of the X5 Group) announced a joint implementation with VK of a digital solution for broadcasting targeted audio advertising in more than 15 thousand stores in most cities of Russia. As a result of the promotion, advertisers will receive expanded analytics and an assessment of the impact of advertising in the network's stores on sales.

According to the company, the solution is integrated into the Unified Media Content Management System (ESUM) of Pyaterochki and complements it with algorithms using predictive analytics tools of Instore Dialog X5 platforms. Models take into account many parameters: the history of purchases of loyalty program participants, preferred stores and even the period of purchases. With this data, advertisers can customize audio advertising as accurately as possible by selecting suitable outlets, display times, socio-demographic characteristics of customers and purchases in a certain category. For example, you can run ads when there are more buyers of dairy products, children's products or animal products in the store. Thus, advertisers will be able to reach more customers who are more likely to be interested in the offer with audio advertising.

As a result of the promotion, advertisers will receive analytics on how digital audio advertising has affected sales of goods presented in stores and a general portrait of customers. Companies can also continue to communicate with Pyaterochka visitors who have heard advertising, but already in. Internet For this, an impersonal segment will be formed, which can be shown advertising on the network through a platform (myTarget project). VK

Pyaterochka launched ESUM two years ago, and as of October 2022, the solution allows you to cover all stores of the chain with audio advertising. We actively work with both our own suppliers and companies providing various demanded services - banking, medical, announce TV shows and TV shows of TV channels, forming content that will coincide with the interests and needs of our guests. Since the beginning of 2022 , we have provided advertising opportunities for 50 brands. According to the results of evaluating the effectiveness of supplier campaigns, we observe an average growth rate of brand sales by about 20 pp. I am sure that cooperation with VK will allow us to additionally attract partners. " commented Mikhail Yartsev, Director of Strategic Marketing of the Pyaterochka retail chain

The mix of advertising technologies and data tools optimizes promotion efficiency in digital indoor advertising. Modern solutions allow you to change not only marketing metrics, but also optimize the key indicators for any business - sales and brand share in the commodity category. The partnership with X5 Group expands offline promotion opportunities for our advertisers. Now they can attract customers and stimulate impulse purchases in more than 15 thousand Pyaterochek, and after the campaign, build communications with store guests on the Internet. told Maria Filina, Head of DOOH, VK

With the help of ESUM, all media carriers in Pyaterochka stores are combined into a common network and are managed centrally. The system allows you to use both all media in retail outlets and select certain locations for different communication tasks. A single network allows you to receive complete broadcast analytics of each device, set up a schedule for different formats and stores, and constantly monitor the performance of each media. The Dialog.X5 platform provides analytics for targeting and a detailed assessment of the effectiveness of such placements.