MyTarget

Main articles:

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

myTarget - a platform for self-placement of targeted advertising on Mail.ru Group projects.

2022

Run the Shoppable Ads format to promote with video ads

On March 24, 2022, VK announced that it had launched a brandform format in myTarget for promotion using video ads - Shoppable Ads. Now advertisers can show up to 20 items in videos with links to their pages for quick checkout and at the same time solve brand image problems.

This format is suitable for any advertiser. It consists of an advertising video of the brand and cards with its products, when clicking on which customers get to the page of promoted products in the online store. This allows you to use video ads not only to increase brand recognition, but also to increase sales.

To start advance with Shoppable Ads, it is necessary to choose in an advertizing office of myTarget the campaign purpose - "Recognition", and then to pass into the Products of VK block. You can download products in two ways: by adding creatives and a link to a shopping cart with an item or to a page with it on the Internet store website or by downloading a product fid. It information will automatically add everything you need about your items to your campaign.

To reach the target audience, you can choose any targeting: from socio-demographic and geographical parameters to interest targeting and context targeting.

Advertisement Shoppable Ads is broadcast in in-stream format in videos in. social networks"" and VkontakteSchoolmates"," which are shown on the platform "" with VK Video a daily audience of more than 40 million users. At the current stage, the presented format works on the desktop. In the future, Shoppable Ads will be available for promotion on mobile devices.

One of the first Shoppable Ads tested the company. AliExpress Russia According to the information company, according to the results of tests in the desktop, the marketplace managed to increase the clickability of advertising (CTR) by almost seven times, ROI and by 300% compared to other video formats.

"It is important for us to develop such tools for brands that will allow them to natively build communication with potential and current customers and increase both image and performance indicators. The presented Shoppable Ads format allows users to go to the item page in the online store immediately from the commercial. This allows you to reduce the user's path to purchase, as well as increase the sales and profitability of brand investments in promotion, "- comments Stanislav Bonbin, VK Advertising Technology Product Director.

Enhancing Look-alike Targeted Ad Technology

On March 17, 2021, VK announced that it continues to develop performance advertising tools. Now, with the updated Look-alike technology, myTarget platform advertisers can find customers who are as similar as possible to users who responded to advertisements in completed and current campaigns, based on click and search data. This will increase profitability and show advertising to those users who will interact with it.

To create Look-alike, in the office you need to select the target events (clicks or searches) that users committed as part of past or current campaigns. Automated machine training independently identifies users who have switched to advertising or watched video ads by 50%, 75% or 100%, and then form a segment of a similar audience based on this data. You can only use campaigns that have at least one target event to create a Look-alike segment. The audience is formed on the basis of impersonal data and events committed no more than 60 days ago. To create a work segment, a sufficient amount of data is needed for completed and current campaigns - from 5 thousand events.

To reach the most relevant users, you must set the Look-alike building period that corresponds to time the purchase decision. goods The higher the cost of the product, the longer users decide to purchase it. For example, for advertisers who promote, an clothes interval of 7-14 days is suitable, furniture and - household appliances 14-30 days, and or car - real estate 30-60 days.

To use Look-alike in an ad campaign, an audience segment is automatically generated from the original sample.

A similar audience, formed on the basis of impersonal data about past or current advertising campaigns, is updated every four days. At the same time, users from the original sample of the advertiser will not be included in Look-alike - this will only reach a new audience.

The first tests showed that the updated technology allows you to increase knowledge about the brand, traffic to the site and the number of applications. So, when promoting products from the FMCG category, the CTR indicator was 12.5% higher than the plan, the CPC - lower by 7.4%, and the CPA - less by 2 times.

Previously, advertisers could create a Look-alike segment based on user lists, application events, and a counter top.mail.ru.

2021

Start selection of order of goods issue in ads with dynamic re-marketing

On November 29, 2021, VK announced that advertisers of e-commerce myTarget can now choose the optimal option for displaying goods in advertising campaigns with dynamic re-marketing. This will allow you to flexibly customize promotion on those who have already interacted with goods on the site or in the application, test different hypotheses and even more effectively motivate users for business-oriented actions.

With this tool, advertisers who promote their products and services will be able to select different sequences for displaying items from a product fid in advertisements. To do this, when you set up a campaign in myTarget, you must select one of five options in Order to Issue Items From A Photo. For each template in the office, you can see hints with which audience segments the approach will work more effectively. Algorithms will show in advertising those products that meet the chosen approach and are more likely to lead to targeted actions by users.

For example, to attract users who were interested in certain items but did not add them to the cart, the Viewed Items template is suitable. If you select this format, the carousel slides will appear in the following sequence: "Viewed goods," "Recommended goods," "Top goods."

To return to a site or app customers who have added items to their shopping cart but have not bought them, it is better to use the Shopping Cart + Recommended Items or Shopping Cart + Viewed Items template.

To achieve the desired business results, it is important to try all five logics at the start using the A/B testing tool. This will help you find the optimal combination of template and audience segment. This approach will increase conversion rates (CR) and clicks (CTR), increase the return on investment in promotion and attract the audience most interested in buying.

The tool can be used if you have a product fid, as well as if you have installed dynamic re-marketing code or configured integration with mobile application trackers.

Run dynamic ads

On November 1, 2021, VK announced that another tool became available in MyTarget - dynamic advertisements, which are generated automatically based on a loaded grocery fid. It allows small and large online stores to attract additional audiences to the site and mobile application, as well as optimize the time to set up and launch campaigns.

The format not only allows you to find potential customers, but also simplifies work on campaigns: the advertiser no longer needs to independently create ads and monitor their relevance. The system generates advertisements automatically - just download a list of goods or services (grocery stock), choose the current format, purchasing model and targeting.

Computer-based training based on the user profile will itself select available products from the fid, which are most likely to interest a potential client. In this case, the listing will contain all the basic information: the image and name of the item, as well as its cost. By clicking, the user will get to the application page in the row. Dynamic advertisements can also be used with "Item Groups." This will allow the user to show only products of a certain category, brand, model, cost or within other available filters.

Dynamic advertisements help attract users from the target audience to sites and online store applications. Customers who have committed targeted activities within the last 90 days are automatically excluded from the ad targeting segment.

Campaigns with dynamic ads in MyTarget are available in two formats - carousel and multi-format. Advertising taking into account the interests of users will be shown in the applications "VKontakte," "Odnoklassniki," "Yula" and projects from the partner advertising network MyTarget.

When promoting the site and application, CPC (pay-per-click) and CPM (pay-per-show) purchasing models are available. You can also choose the oCPM model (price optimization) for advertising mobile applications.

To run the campaign and test the format, you need integration with the top.mail.ru counter, as well as with supported MyTarget mobile trackers (MyTracker, Appsflyer, Adjust). On the Create Campaign page, in the Campaign Target block, select Traffic or App Preferences, and in the ad formats, select Dynamic Carousel or Dynamic MultiFormat.

To reach target users, you also need to choose relevant audience parameters: socio-demographic characteristics, geography, interests and others. Using the Merchandise Groups tool, you must target leads for a selected category of products or services. This will reach the relevant audience and attract potential customers.

Launch Digital Outdoor Signage Customization Tool

Mail.ru Group On June 15, 2021, it announced that a tool for independently configuring the digital exterior was launched on the myTarget. advertizing Now both large and small companies will be able to customize advertising themselves on more than 900 digital media in, and To Moscow St. Petersburg 13 more major cities. Russia Now, through myTarget, you can launch omnikanalny marketing campaigns: both in, and in Internet supermarkets, and on digital exterior surfaces - billboards, super sites, citiboards and media facades. Among the first partners are, and Gallery MAER. Russ Outdoor

The solution allows you to broadcast ads on digital media both with the ability to maximize target coverage - advertising is shown when the share of the target audience of the advertiser near the design is higher - and without targeting. The portrait of the audience is determined on the basis of aggregated depersonal data on socio-demographic characteristics and interests.

{{quote 'It is important for us to develop an ecosystem of tools that will allow companies to solve key business tasks both online and offline. By launching this tool, any advertiser - whether a global corporation or a small coffee shop near the house - will be able to quickly and easily launch ads on digital outdoor media through the myTarget. Platform tools make the traditional promotion format more flexible and convenient, and detailed analytics allow you to evaluate the effectiveness of digital outdoor Signage. Thus, myTarget becomes a comprehensive platform for launching digital marketing O2O campaigns and end-to-end analytics of promotion results, "comments Maria Filina, head of DOOH Mail.ru Group. }}

To run a campaign in the myTarget room, you must select the Outdoor Ad target. You can reach the target audience by setting the targeting parameters: gender, age, interests and geography - accurate to the address of the location of the advertising structure. Advertising is paid for the number of advertising contacts (OTS - Opportunity to See).

According to the results of the promotion, advertisers will be able to receive daily statistics on the actual OTS indicator and the percentage of the daily plan implementation in the platform's office. In addition, advanced analytics is also available, which includes the following indicators: reach, contact frequency, OTS, affinity bias (an indicator of reach of the target audience of the advertising campaign relative to the share of this audience in the total traffic next to the selected designs), the amount of available segment for re-marketing.

The impersonal segment of users who could see the commercial on the external media is automatically added to the myTarget cabinet from the second day of promotion and updated daily until the end of the campaign. Thus, advertisers will be able to continue to communicate with the audience online using platform tools - for example, remind potential and current customers of themselves using re-marketing. Companies that work offline will be able to analyze the impact of promotion in outdoor advertising on the reach of trade points and conversion to site visitors. And advertisers - mobile applications evaluate the effectiveness of the campaign to attract installations.

We are pleased to cooperate with such a reliable partner as Mail.ru Group. Our common task is to make a media channel such as digital outdoor Signage simple, clear and accessible to every advertiser. That is why more than 600 of our digital screens are available on the platform, myTarget said Marina Surygina, director of digital strategy and marketing at Gallery.

We welcome the emergence of tools that allow businesses of any size to promote their products and services in outdoor advertising, "said Russ Outdoor.

{{quote 'We are pleased to introduce a channel to the business for self-placement of outdoor advertising. Thanks to the partnership of the MAER media holding with myTarget, customers will have access to the All-Russian network of high-tech media facades and supersites, will be able to run omnical campaigns, track the statistics of those who saw in real time, and also "catch up" in an online offline audience. Absolutely everything can be done remotely: set up a campaign, send content to moderation and monitor shows, "said Konstantin Mayor, CEO MAER. }}

Launch of the video advertising tool in the supermarket chain "Crossroads"

On April 1, 2021 Mail.ru Group , he announced that a tool for launching advertizing on media cranes in the supermarket chain "" appeared in myTarget. Intersection It will allow you to customize advertising at point of sale in more than 30 cities, Russia as well as motivate store visitors for purchases and evaluate the return on investment in promotion. In this way, you can use myTarget to run omnikanalny campaigns and evaluate their impact on marketing business key figures.

On the myTarget platform, you can set up advertising on more than 3.2 thousand media cranes in chain supermarkets in Moscow, St. Petersburg, Samara, Nizhny Novgorod and other cities. All media cranes are located at points with high passability, including near the cash desks. Commercials are shown on all video media in the store at the same time as the sound. The tool is available to both large and medium and small businesses.

To set up an ad campaign in the myTarget room, you must select "Indoor Ad" for your purposes. In the settings, the advertiser will be able to independently set up current stores to show videos. To do this, you can select relevant areas on the map or add supermarkets with a list. When you start a promotion in supermarkets, the advertiser pays for the shows, the campaign budget is calculated automatically depending on the available volume of shows in the selected stores.

The "Statistics" section of the advertising room shows analytics on the actual number of shows, the number of contacts with advertising in stores (OTS), the average contact frequency and audience coverage by city. Additionally, on request, you can get an estimate of the impact of promotion on sales in chain supermarkets (Sales Lift).

Advertisers will be able to continue communication with the audience reached in supermarkets in, Internet for example, by connecting campaigns with re-marketing in myTarget. Anonymized segments are automatically loaded into the advertising platform from the third day of the advertising campaign, data and in them they are updated daily until the end of the promotion. Thus, users who contacted videos in stores can show new offers on Mail.ru Group resources and on the advertising network.

Point-of-sale advertising significantly reduces the marketing funnel and motivates the consumer to buy right in the store. Thanks to our cooperation with X5 Retail Group, advertisers will now be able to run not only online advertising in one office, but also promotion in the Perekrestok supermarket chain. This will allow you to independently and with the help of one platform build omnichannel campaigns and evaluate their effectiveness, including the impact on real sales online and offline, "comments Maria Filina, head of the DOOH Mail.ru Group.

We are actively developing the infrastructure of indor channels on the territory of our supermarkets to improve the targeting and effectiveness of advertising campaigns of our advertising partners. This is especially relevant for local business, to optimize the costs for each attracted client. Also, a very important step for the network and its client-centricity is to rotate only advertising relevant to the client's preferences not only online, but now offline, "says Alyona Khetagurova, head of the department for working with partners and suppliers of the Perekrestok retail network.

2020

Launch the free Audience Portrait tool

On August 26, 2020, Mail.ru Group launched the free Audience Portrait tool in myTarget. With it, advertisers can quickly assess the main characteristics of the loaded audience segment and adjust campaigns to suit them.

The tool will give business the opportunity not only to increase the efficiency of promotion, but also to optimize costs, say the Mail.ru Group. Express assessment allows the brand to independently and promptly analyze the general characteristics of real and potential customers, without involving research specialists.

You can make a portrait by the segment of the audience uploaded to the advertising room - from your own client base or by the data of the counter top.mail.ru, if it is connected to an account in the myTarget. The system analyzes the impersonal data of users in the segment and displays important parameters - gender, age and geography. Affinitiveness is also indicated in the portrait of the segment: this index shows how characteristic certain long-term interests are for a given audience. The platform analyzes 20 categories of interests and distributes them in descending order - from the most relevant to the least suitable.

Based on this data, the advertiser can adjust the campaign settings - choose the most suitable key messages, targets and creatives, switch to another segment of the audience, and so on.

Thus, the tool will help advertisers not only evaluate important characteristics of the audience, but also optimize advertising campaigns.

Launch Outdoor Advertising Impact Assessment Technology on Mobile App Installations

On August 20, 2020, Mail.ru Group announced the launch of technology that calculates the effectiveness of promoting mobile applications using outdoor advertising. Now advertisers will be able to find out in real time how many users installed the application after they saw ads offline - on digital media.

The technology works at myTarget base and the systems of multiplatform analytics and attribution of myTracker. This is part of the Internet holding's strategy for the development of marketing tools in the field of digital outdoor Signage. The platform myTarget receives from partners - outdoor advertising operators - impersonal data about the audience that is next to digital billboards at the time of advertising. The data is transmitted to the myTracker, after which the system compares them with information about the installations of the application and the actions taken in it. myTracker automatically detects the conversion of billboard shows to installations and updates the campaign analytics in myTarget in real time.

Data on advertising shows and app installations will allow you to evaluate the effectiveness of offline promotion and change campaign settings at any time. For example, you can select billboards in another area, configure the parameters of the target audience, redistribute the budget or replace the video, the company explained.

"Digitalization is the main driver of outdoor advertising growth, and technology allows you to increase the efficiency of this channel. With the technology presented, the performance of offline applications can be calculated in the same way as for digital marketing tools. And most importantly, nothing else needs to be done manually: everything works automatically, in real time, from one window, "said Yegor Abramets, vice president of advertising technologies at Mail.ru Group.

The tool has already been tested by the Yula ad service team. More details here.

You can already access analytics on demand, and later - use it yourself through a single myTarget interface. This tool will complement existing Mail.ru Group solutions in digital outdoor Signage, which allow you to launch targeted promotion in more than 10 cities of Russia and evaluate the effectiveness of O2O campaigns.

Ability to assess the impact of marketing on sales in offline and online stores of the Detsky Mir network

On July 20, 2020, Detsky Mir Group of Companies (hereinafter - Detsky Mir or Company), a retail operator for the sale of children's goods, and Mail.ru Group, a holding in Russia by day audience, announced cooperation in the development of marketing O2O solutions. Companies will help advertisers launch conversion marketing campaigns and analyze their impact on real sales both online and offline.

Thanks to partner solutions, brands will be able to increase the efficiency of performance marketing on the Internet, as well as evaluate its impact on sales in offline and online stores of the Detsky Mir network. The collaboration expands opportunities for brands in two directions at once: targeting ads to anonymized segments of the retailer and launching co-marketing campaigns that allow you to analyze the impact of promotion on real sales in all channels.

In the marketplace of external audience segments of the myTarget platform (Data Marketplace myTarget), companies can target ads to unique segments of the audience of the Children's World network loyalty program. Segments are compiled based on the depersonal data of bonus card holders. Targeting customers of chain stores will allow brands to even more accurately get into the target audience and personalize communication with users, increasing the conversion of advertising campaigns.

As part of the cooperation, brands will also be able to launch co-marketing campaigns: Detsky Mir partners will have the opportunity to target campaigns to the retailer's audience segments when promoting in the myTarget, using the promoted product page or a display case with several brand products on the online store website as a landing. This will allow companies to contact their customers and attract an audience, as well as offer different products to potentially interested users on the same page.

Advertisers will be able to receive analytics about how the promotion has affected sales of goods in the online store and in offline points of the network, as well as create a portrait of active brand buyers and evaluate the return on marketing investments. With end-to-end analytics tools, campaign results will capture unique user statistics across all sales channels.

Launch Look-alike targeting based on mobile tracker data

On July 7, 2020 Mail.ru Group , it announced that users advertizing of the myTarget platform can now target mobile ads to Look-alike audiences formed by to data mobile trackers integrated with the platform. Algorithms machine learning will pick up the audience that is most similar to those users who recently installed or application committed targeted actions in it, for example, they added the item to the shopping cart. The option is created specifically for advertisers promoting mobile games and applications.

With Look-alike, advertisers can target campaigns to an audience that is highly likely to be interested in their product. The tool improves promotion efficiency: for example, if the advertiser's task is to quickly expand the audience of the application, then you can choose the audience that recently installed it as the starting sample for building Look-alike. If the main goal of the campaign is monetization, you can set the segment of users who made purchases in the application as the source audience.

The advertisers who connected in myTarget at least one mobile tracker integrated with the platform can use an option. Based on its data, you can form an initial sample for building a Look-alike audience and use it to attract users when launching advertising campaigns. Previously, it was possible to build Look-alike audiences in myTarget based on a list of users from the advertiser's CRM system and counter data top.mail.ru.

Look-alike is a technology that allows you to reach users who are similar to the original audience in terms of socio-demographic characteristics, interests and behavior on the network. This allows you to attract new users who are most likely to be interested in the promoted offer.

Start the synonym matching tool when setting up context targeting

On April 24, 2020, Mail.ru Group announced the launch of a tool for selecting synonyms when setting up context targeting in campaigns on the advertising platform myTarget. With it, advertisers will be able to not miss current contextual phrases and increase the reach of the relevant audience.

When you set up context-sensitive campaigns in myTarget, advertisers can now use a tool that generates synonyms of specified search phrases. The list of recommendations includes both individual words and phrases with the chosen word - both in Russian and in English, where applicable. For example, if an advertiser enters an iPhone request, the system will offer him several options, including "iphone," "iphone buy," "iphone 6 plus" and other phrases.

By default, up to ten main tooltips are displayed and up to five additional choices for each. By clicking the "download more" button, you can get an extended list of synonyms.

Users are increasingly looking for information about goods not in search engines, but on social networks, in marketplaces and on classifieds - at those sites where you can immediately make a purchase. Context targeting myTarget allows you to work with changing patterns of audience behavior, showing ads to relevant segments depending on search phrases that users set on Mail.ru Group resources, including on VKontakte and Odnoklassniki social networks, as well as on Yule.

With this feature, advertisers will myTarget be able not only to create campaigns with contextual targeting faster, but also to choose the most relevant phrases for promoted goods and services.

2019

Launch in-stream format in video content mobile application VKontakte

December 24, 2019 Mail.ru Group reported that as part of the development of advertizing tools and video inventory, it is expanding the list of sites for launching campaigns with prerolls in myTarget. Now customers of the advertising platform will be able to use the in-stream format in and video content mobile applications Vkontakte. iOS Android Previously, prerolls were myTarget shown in desktop versions of social networks VKontakte and, Schoolmates the OK mobile application and in other projects of the Mail.ru Group.

Due to the expansion of the inventory, the purchase of video ads is available according to the auction model as part of a single advertising network. Thus, advertisers will be able to reach an even wider, but relevant audience using multi-channel video campaigns.

Preroll - a short video up to 30 seconds, which is played in front of the main video content. Pay-per-view (CPM) or Full Video Scan (CPV) purchasing models are available to run campaigns with video ads. Three auction strategies will help to allocate the budget based on the advertiser's goals: the maximum number of shows, a fixed rate and a minimum expense.

The format solves not only brand, but also performance tasks aimed at increasing conversions. You can add a link to the site (the user will see the "Go to Site" call-to-action button) or to the mobile application (you will be prompted to install it from the App Store or Google Play). The link is active throughout the advertising, which additionally motivates users to make conversions - go to the site.

Accessible advertising platform technologies will help to reach the most relevant audience: from targeting on socio-demographic characteristics and interests to re-marketing. Advertisers can monitor the effectiveness of promotion in advertising cabinet statistics or in the report designer.

The video for the preroll must be a maximum of 10 MB and a resolution of 640x360, 1280x720, or 1920x1080. The platform supports MP4 (MPEG-4) format: video codecs - H.264, audio codec - AAC. Video content can only be uploaded to the myTarget if it meets key system requirements and policies.

Possibility of launching out-stream videos in news feeds of social networks VKontakte and Odnoklassniki

December 19, 2019 Mail.ru Group announced the expansion of video inventory advertizing platform myTarget. The update will allow you to run out-stream videos in news feeds social networks Vkontakte and when Schoolmates promoting sites, and not just. To mobile applications create campaigns in myTarget, you do not need to link to brand groups on social networks. Advertisers will be able to use one of the most interactive formats to increase brand recognition and increase conversions on their own resources by reaching an active audience of social networks.

Using the tool, you can run horizontal and square clips in tapes of mobile applications VK and OK, as well as in the web version of OK.

To launch out-stream video ads when promoting the site, customers need to select Traffic, Reach, or Visit Points of Sale goals when setting up campaigns in the myTarget. An expanded selection of video formats will allow you to adapt creatives to the relevant devices of users and launch even more native campaigns on two social networks at once.

Videos should not exceed 30 seconds, while the amount of downloaded file should not exceed 90 MB. Additional technical requirements for formats:

• Square video (1:1) - minimum width and height of 600x600 pixels;
• Horizontal video (16:9) - minimum width and height of 640x360 pixels.

Update integration with Adloox: Independent verification of campaigns in the office myTarget

On December 6, 2019, Mail.ru Group announced that as part of the strategy for developing tools for independent verification of advertising placements and increasing the transparency of the digital marketing market, integration with Adloox technology was updated. Now advertisers will be able to connect independent verification of campaigns in the office of the advertising platform myTarget. In addition to the validity of traffic and the quality of the audience, an additional assessment of the visibility of placements on the resources of the Internet holding and in the advertising network became available in the report.

Independent audit of advertising campaigns is the basis for effective and trusting cooperation of digital marketing market players. Together with key partners, we are constantly working to make independent verification tools more accurate and accessible to all advertisers. This approach helps to increase the transparency and reliability of the Internet advertising market, which means that it drives the development of the industry as a whole, commented by Elina Isagulova, Vice President and Commercial Director of Mail.ru Group

{{quote 'author = notes Roman Bellion, CEO Adloox'We believe that as detailed and transparent as possible data is the key to optimizing advertising spending and investment efficiency in digital marketing. That is why our methodologies and algorithms are continuously improved and are annually accredited according to MRC standards. We hope that cooperation with Mail.ru Group will raise the independent audit of advertising to a higher level, making it more accessible to advertisers in the Russian market, }}

For an ad to be visible, the screen must display at least 50% of the creative area for two seconds for the video and one second for the banner. External visibility assessment of advertising placements allows advertisers to make sure that they effectively invest budgets in digital promotion.

Advertisers Mail.ru Group will be able to independently connect independent verification of traffic validity, audience quality and visibility of advertising on Internet holding projects in the office of the advertising platform myTarget in the section "Visibility Audit." Payment is possible both through a representative of Adloox, Weborama, and directly through myTarget.

The quality assessment of advertising placements by the Adloox system complies with international standards of the digital advertising market: the advertising verification methodology is accredited by the American media industry association Media Rating Council (MRC).

The updated Adloox verification will be available to Mail.ru Group advertisers by the end of 2019.

Run Ad A/B Testing

On December 2, 2019, the company Mail.ru Group announced that as part of improving the efficiency of digital-marketing launched a tool for conducting A/B tests of campaigns on the advertizing myTarget platform. Using tests, advertisers will be able to test hypotheses, compare the effectiveness of creatives and settings of advertising campaigns. This will allow you to first understand which approach works best and optimize campaigns depending on the results.

A/B tests help:

• understand which creations are most effective, with the same target audience settings and bets;
• compare the effectiveness of payment models - CPC, oCPM, CPM - to solve business problems;
• Check whether the campaign results change if you change the budget allocation from fast to even or choose a different auction strategy.

If you compare the effectiveness of individual ad settings with two active campaigns with one different feature (for example, an ad), then campaigns will overlap across the target audience and influence each other. A/B tests allow you to show ads to disjoint audiences, so the results of the experiment will be more objective.

In the interface of the advertising room, the potential coverage can be conditionally divided into ten parts - 10% of the audience. To run a test in campaigns, you must select non-intersecting parts. By default, the campaign selects 100% of the audience. Using the A/B test, it is possible to conduct experiments with several campaigns at the same time.

Before starting testing, it is important to ensure that the projected campaign coverage is sufficient to produce statistically significant results. To effectively analyze ads for the test, it is better to take at least three days to minimize the influence of additional factors, such as the novelty of the announcement or fluctuations in audience activity during the week.

You can set up an A/B test in the "Audience Detail" block, which is available when you start a campaign in the advertising room. myTarget

Launch Mail.ru Group marketplace myTarget App Marketplace

On November 21, 2019, the company Mail.ru Group announced the launch myTarget App Marketplace of a store of external, expanding the applications functionality of advertizing the myTarget platform. AdTech companies and developers will be able to integrate infrastructure to myTarget their solutions and them. to monetize External services will allow you to castomize the system's tools for the individual tasks of different advertisers - from small medium-sized businesses to large customers and agencies. More. here

Appearance of multi-platform statistics

On October 7, 2019, it became known that users of the marketing platform myTracker gained access to multi-platform statistics. This was reported in the press service of the Mail.ru Group.

Now, along with statistics on mobile applications, data on user activity in the web is available. This will allow the business to see the full picture of the project, better understand the needs of the audience and increase the effectiveness of marketing activities.

By connecting myTracker not only to the mobile application, but also to the product site, managers will be able to build a complete picture of how users use the product, get a more accurate portrait of the user and analyze in one interface the actions performed on different types of devices by one user of the product. A wide range of metrics are available in Web project reports, including attendance, session duration and total page views, and more. All metrics can be tracked both multiplatform and on each platform (mobile and desktop web and mobile applications) separately.

To connect myTracker to a web resource, you must add the appropriate platform to the project in the system, generate and install the counter top.mail.ru on the site, if it was not previously installed. The transfer of data from top to myTracker will work automatically - and the manager will receive statistics for each user and visit separately, unlike the usual web analytics systems.

Statistics on the web will be available in the myTracker in the sections "Operational reports" and "Report designer^[1].

Add metrics to Report Builder

On October 3, 2019, it became known that as part of the strategy for the development advertizing of services and technologies, as well as increasing transparency analysts Mail.ru Group , she added metrics to the report designer of the advertising platform myTarget. Additional statistics on video metrics, conversions for each target based on the data top.mail.ru counter and events within applications became available to users. The report designer also doubled to 200,000 rows.

Statistics on commercials include several indicators: launch, viewing 25%, 50% and 75% of videos; inspections, proportion of inspections, cost of inspections; 10 seconds viewing, a percentage of views, and an average viewing depth. Thus, customers can estimate not only the number and cost of interactions with video ads, but also the quality and depth of viewing videos.

The Report Designer Conversions section now provides advanced analytics for users to achieve their site goals based on top.mail.ru counter data or events committed within applications. To upload conversion statistics, you must connect a counter or an application tracker integrated with the platform to the advertising platform cabinet.

Advanced metrics help you analyze how effectively advertising can achieve your goals, as well as optimize your creativity and campaigns. Detailed statistics can be added when creating a report in the advertising room of the platform^[2].

Increase your ability to purchase social media ads

On August 6, 2019 it became known that Mail.ru Group expanded available to advertisers on the myTarget platform stock for the Carousel and Multiformat formats. Now advertising sites will be shown, including in the Vkontakte news feed, in addition to previously available sites - the Odnoklassniki social network, Mail.ru Group projects and partner network resources. This will allow customers to reach additional target audiences in one advertising campaign.

The Carousel format allows you to show up to six food cards in one announcement. "Multi-format" automatically adapts banners depending on the advertising place and broadcasts ads on all available resources. In the Vkontakte news feed, Multi-format is displayed as "Site Advertising," allowing you to promote any landing formats, for example, desktop and mobile versions of the site or application.

Sites and formats are selected by the myTarget system automatically depending on the platform on which the target audience is located at a particular time. This location determination makes it possible to increase conversion at a lower price per action (CPA). The ability to broadcast ads only "Vkontakte" remains available through the advertising room of the social network.

91% of Runet users use Mail.ru Group projects (company data for August 2019). Thanks to the additional capabilities of the platform, myTarget advertisers will be able to set up campaigns and convey key messages to the widest possible, but at the same time the relevant audience^[3]

Upgrade of the certification system for employees of advertising agencies

August 1, 2019 Mail.ru Group announced the update of the certification system advertizing platform myTarget. Specialists and Internetto marketing employees of advertising agencies will be able to obtain or update their certificate after passing two exams. Testing tasks meet key platform tools and technology requirements.

The updated certification format consists of theoretical and practical parts. The theoretical part includes 30 questions on various blocks of digital marketing and working with myTarget. The test run time is limited to 30 minutes. To pass the theory, you need to score at least 80 points out of 100.

After passing the test, you have access to the practical part of the certification. The user receives a product or service promotion task, as well as a training account with a bonus budget. It is important to comply with the conditions set out in the task in order to achieve the goals set. The system automatically analyzes the results before confirming that the test has passed.

If it was not possible to complete the tasks the first time, you can retake the theory the next day, and practice - five days after the previous attempt. An online course specially designed for updated requirements will help prepare for the certification. It covers in detail the full range of topics involved in certification - from general questions about targeted advertising to deep settings and optimization of campaigns on the platform. The materials will also be useful for those who want to improve their knowledge in working with tools, which is especially important in the context of the rapid development of advertising technologies.

After successfully completing the tasks, the user receives a certificate for email, which is valid for a year. At the end of this period, platform skills need to be confirmed again. Advertising agencies can also be certified myTarget. To do this, it is necessary that at least two employees of the agency receive platform certificates.

Attestation is an essential step for an Internet marketing specialist, who confirms a high level of tool ownership and is a sign of trust for customers and partners. The program was a logical continuation of the development of the myTarget advertising platform itself, on which more and more technologies and tools for promotion on Mail.ru Group projects and in the partner network appear.

Start the Direct Transactions tool

On May 15, 2019, Mail.ru Group announced the launch of the Direct Transactions tool, which will allow advertisers to redeem specific locations from publishers on the basis of direct agreements between the buyer and the site. Customization, optimization and evaluation of campaigns effectiveness are carried out in the advertising platform myTarget, which allows you to connect relevant system tools, including targeting to narrow segments of the audience. When concluding direct transactions, several advertising formats are available - prerolls, out-stream videos, html5 banners and multi-format - for display on different user devices. Thanks to this approach, advertising agencies and companies will be able to work directly with premium advertising platforms. Direct transactions will allow advertisers to place ads in advertising places, often inaccessible in the auction, including as a priority.

Direct transactions allow advertisers to use effective advertising formats at their most priority sites and places of accommodation at a predetermined price. This is a further development of our premium network: in the current product it is already possible to buy only affinitive sites, including with cross-frequency, but advertisers are still limited to a single format on all sites. With the advent of direct transactions, it becomes possible to use formats that are not available in the auction - for example, billboard 970x250 - with a specified priority.

Publishers, in turn, will have the opportunity to increase advertising revenue on their own resources, as well as find additional partners for long-term cooperation. Resource owners will be provided with real-time statistics on campaigns, advertisers, rates and budgets launched in their advertising places.

As part of direct transactions, two options for setting up inventory are available - guaranteed and non-guaranteed redemptions. With guaranteed redemption, the publisher sets the settings for targeting ads on resources. The following parameters are available to customers in the advertising room: rates, total budget and campaign dates. The non-guaranteed redemption provides the advertiser with access to all targeting settings on the advertising platform myTarget, the functionality of which allows you to purchase only those shows that meet the specified audience segments.

The following partners have already joined direct transactions:

• premium network of native video advertising NativeRoll,
• Buzzoola Native Advertising Platform,
• Hearst Shkulev Digital and Maxima Telecom,
• (as online cinema ivi part of the Addressable TV joint project).

Publishers Outfit7, ZeptoLab, Viber, Ask.fm and others also expressed interest in the product. The list of publishing partners will continue to expand.