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MEDIA-KIT
Remarketing based on CRM dataRemarketing based on campaign clicks and viewsDynamic remarketingDeep linkingDMP
Advertising formats
Goals and solutionsAdvertising for websitesAdvertising for mobile applicationsFull-screen video Cross-platform carousels on OdnoklassnikiCross-platform video posts Odnoklassniki and VKPre-rollsPromo posts on OdnoklassnikiAdvertising games on Odnoklassniki
CPI platform
Advantages of bulk-purchasing traffic on a CPI platformThe process of connecting to a CPI platform
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Table of Contents
myTarget today
Who are we? myTarget’s audienceWorldwide audience of Mail.Ru Group’s social networks
Mobile audience
Mobile traffic shareMobile audience of social networksMobile OS’smyTarget’s cross-platform audience
Advertising tools
InterestsInterest refinementLocal advertisingAudience targeting [email protected]
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MYTARGETTODAY
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myTarget
A Mail.Ru Group advertising platform that
combines all major social networks and services
in Russia and CIS countries with a total coverage
of over 140 million people.*
*Based on data from comScore, desktop only, Wordwide, Mail.Ru Group, May 2016, 15+
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Who are we?
*Based on data from comScore, desktop only, Wordwide, Mail.Ru Group, May 2016, 15+
140 mil. 49 mil. myTarget’s monthly
audiencemyTarget’s daily
audience*Largest Russian-language social
networks
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myTarget’s audience
*Based on data from comScore, desktop, Russia, 6+, Mail.Ru Group, September 2016, MAU**Based on data from TNS Web Index, total mobile, Russia (cities of 700k+, 12-64), Mail.Ru Group, September 2016, MAU
96% 90%
desktop RuNet audience*
mobile RuNet audience**
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myTarget’s audience
*TNS Web Index, desktop, April 2016, Russia (0+, 12-64), MAU (% of total Mail.Ru audienceGroup)
Core audience
M/F 25-34
Male
52%Female
48%
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myTarget’s audience
*Mediascope Web Index, desktop, January 2017, Russia (0+, 12-64), MAU (% of total Mail.Ru Group audience)
Age groups of users
of myTarget projects
4% 6%
13%
11%
10%8%
5%7%
13%10%
8%5%
12-17 18-24 25-34 35-44 45-54 55-64
male
female
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Worldwide audience of Mail.Ru Group’s social networks
*Based on data from comScore, desktop only, worldwide, May 2016, 15+
VK
86.4 mil.Odnoklassniki
66.5 mil.
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MOBILEAUDIENCE
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Mobile traffic share
Based on data from Liveinternet, October 2016, average number of daily usersof RuNet websites from mobile OS’s
of users log onto
the internet from mobile devices
64%
13Data from Liveinternet, % of average daily website users on mobile OS’s
80
70
60
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40
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201 3 201 3 201 4 201 4 201 201 4 201 5 201 5 201 5 201 5 201 6 201 6 201 6 201 6
68.4%
64.1%
Odnoklassniki VK
Mobile audienceof social networks
summer autumn winter spring4
summer autumn winter spring summer autumn winter spring summer autumn
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Mobile OS’s
Data from Рейтинг@Mail.Ru, January 2017, Mail.Ru Group
Android
72%iOS
21%other
4%Windows Phone
3%
15TNS Web Index, desktop & total mobile, Russia (cities of 700k+, 12-64) September 2016, MAU (% of users on Mail.Ru Group projects
myTarget’scross-platform audience
desktop
28%mobile
19%desktop/mobile
53%
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ADVERTISINGTOOLS
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Interests
myTarget processes and segments audiences of massive sizes. Advertisers can create advertising campaigns for specific types of audiences, such as travelers who flyto other countries (interest: “foreign travel») or people who like to drink a cup of coffee in the morning(interest group: “coffee drinkers”).
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Interest refinement
Interest refinement allows you to select a more narrow target audience. For example, you can choose a refined interest such as «parents of children in grades K-6» for the interest «family and children».
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Local advertising
Local advertising allows you to show advertisements to users within a range of 500 meters to ten kilometers from any point on the map.
Targeting is especially effective for promoting stores, cafes, and restaurants, as well as other businesses associated with offline sales and services.
Local advertising includes several types of targeting: - People whoa are within a certain geographical area at a certain point in time or have been there recently.- People who are there on a regular basis — at any time, during work hours, during non-work hours, or on holidays.
%
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Audience targeting
Audience targeting allows you to independently generatea group of users based on email or phone number listsor subscriptions to VK and Odniklassniki communities.
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Audiences
Many users are members of topic-based communities on social networks. myTarget allows you to targetsubscribersto groups on Odnoklassniki and VK.
Advertisers can use their users’ contact information (phone numbers and email addresses) to perform segmentation on their end. myTarget makes it possible to address advertising message only to usersfrom the uploaded list.
Groups on Odnoklassnikiand VK
Email addresses and phone numbers (CRM targeting)
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Audiences
Search query targeting makes it possible to focuson an audience based on its search queries.The audience contains users who have searched for words and phrases from a list duringthe last 14 days.
Each user has their own ID in their social network profile. Loading a list of IDs makes it possible to prepare a unique advertising offer just for these users.
Search queries IIDs of users of Odnoklassnikiand VK
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Audiences
App developers can upload IDFA lists for iOS and Google Advertising IDs for Android. The audience can also be used to exclude current users from an advertisement or retarget them. For example, you might want to retarget users who have made in-app purchases.
myTarget allows you to target Odnoklassniki users who play or use applications. It is possible to specify certain games and apps whose audienceshould be targeted
Mobile IDs
Games and appson Odnoklassniki
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[email protected] is Mail.Ru Group’s analytics system. It allows youto launch remarketing on the basis of targets in myTargetand analyze your existing audience. You can use this analysis to learn about this audience’s interests, income level, and other data that fully matches the targeting on myTarget. [email protected]’s built-in targets, you can create a «Look-alike»for the audience that is being targeted.
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Create a [email protected]
Install the codeon the website
Set targets
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Look-alike
Look-alike can be generated based on targets in the [email protected] counter or a list of phone numbers, email addresses, social network IDs, or mobile IDs. The list should contain between 5,000 and 5,000,000 unique entries.
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Remarketing
Remarketing allows you to interact
with users who have already visited a website
or performed a target action on that website. This kind
of advertising allows you to offer accompanying products
or additional services to existing customers
and interactwith the audience that has left
the website without performing a target action.
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Remarketing basedon CRM data
In addition to classical retargeting, you can upload your own dataand use it for targeting purposes. For example, let’s say you’re running an online store and have an extensive customer base.
You know them, so you can make special offers to your customers after uploading lists in the form of telephone numbers or email addresses.
It is also possible to upload lists of phone numbers and emailaddresses in encrypted form. To do this, just convert the phonenumbers and email addresses via the MD5 hash function. These lists can then be uploaded with their hashes to myTarget.
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Remarketing basedon campaign clicks and views
Remarketing to campaign clicks and views is a unique formof audience targeting. You can show advertisements to users who have already seen or clicked on (interacted with) ads from specific campaigns. This type of audience allows advertisers to target users, exclude users from a certain stream if they have already madecontact with other advertisements, and perform multi-stepcommunication with the target audience.
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Dynamic remarketing
Dynamic remarketing allows you to show users ads that have been generated based on the products or categories they have viewed in your store. This kind of advertising has a high probability of catching their interest because it analyzes the most popular products, purchase history, and content. This technology’s special feature is thatnotifications are generated automatically from the contentthe user has viewed.
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Dynamic remarketing
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The user views a product,but doesn’t buy it
They return to the website
They see an ad for the same producton Mail.Ru Group projects
And make a purchase
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Deep linking
Advertisers can now lead users to a target page
on a previously-installed application using deep
link technology. Deep linking increases the application’s
ease of use, as well as conversion to events within
the installed app.
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DMP
DMPs are third-party platforms for managing
the collection of user data. myTarget makes it possible
to download data from third-party DMPs
and use it in advertising campaigns.
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ADVERTSINGFORMATS
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Goals and solutions
*CPC - cost per click The amount you have selected for each click by a user on your ad will be deducted from your balance**CPM - cost per mille. Funds will be deducted from your balance every time an ad is shown to a user CPM - total cost for 1,000 views***CPI - cost per install Funds will be deducted from your balance for each real installation of the advertiser’s application
Advertising for websites
Advertising for mobile applications
Full-screen video
Dynamic remarketing
Cross-platform carousels on Odnoklassniki
Cross-platform video posts on Odnoklassniki and VK
Pre-rolls
Promoting promo posts on Odnoklassniki
Promoting video promo posts with auto-launch on Odnoklassniki
Promoting groups on Odnoklassniki
Advertising games on Odnoklassniki
Desktop Mobile CPI***CPC* CPM**
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Advertising for websites Dynamic remarketing and group promotion
for advertising websites
240x400banner
native size1080x607 90x75
teaser
native size1080x607
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Advertising for mobile applications
Full-screen Newsfeed Standard
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Full-screen video
Video resolutionDuration Size
no longer than30 seconds
630х360, 1280х720,or 1920х1080
10 MB
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Cross-platform carouselson Odnoklassniki
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Cross-platform video postson Odnoklassniki and VK
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Pre-rolls
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Promo posts on Odnoklassniki
Promo posts with video, GIFs, and surveys
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Advertising games on Odnoklassniki
128×128banner on OK
230×150banner on OK
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CPI PLATFORM
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CPI platform
Bulk-purchasing trafficfrom the platform basedon the CPI model
Work with localmedia-buying teams
Transparent systemfor bulk-purchasing traffic
Convenientdocument flow
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Advantages of bulk-purchasing traffic on a CPI platform
Fixed cost per install
Pay only for users who have installed the application
Minimize the risks of bulk-purchasing traffic basedon CPC/CPM models right from myTarget
Save time and resources for optimizing advertising campaigns
No middlemen in the traffic-purchasing chain
Test a larger number of more variedand fresher ideas and approaches with media-buying teams
Creative control
Utilize the expertise of experienced teamson the local market
Convenient document flow One agreement for working with a large number of media-buying teams
Unified profile for tracking the results of the PK campaign from the perspective of media-buying teamsand subsequent optimization
Simple payments The CPI platform takes on all functionsof allocating payments for end media-buying teams
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The process of connectingto a CPI platform
Launch the offeron the platform
Configure tracking
Prepare and coordinatewith creative
Coordinate starting detailsof the PK and generate the offer
Draw upthe agreement
