On May 23, an international conference on media and video advertising on the Internet, Media Ads Conference , was held, organized by the AMDG agency. Speakers from Yandex, TikTok, Meta, Microsoft, VK Advertising and other representatives of the advertising market presented their reports at the event. In this material we will briefly explain what the experts were talking about.
Rustam Shakirzyanov, Yandex
Topic: The role of AI in advertising technologies
Rustam told how to use neural networks and Yandex tools to make advertising more effective.
Introduce work with neurotexts and images into daily marketing processes.
Based on information about your products and brand in the Campaign Wizard in Yandex Direct, you can create relevant texts and images for ads. The function is available thanks to the built-in YandexGPT 3 and YandexART v1.3.
Automate audience search and budget allocation using AI.
To search for the target audience, Yandex has the Crypt tool – a set of technologies that allows you to determine “What interests the user.” The crypt analyzes not only search queries and sites visited, but also anonymous data about the user from Yandex services.
Autotargeting technology is used to automate targeting. Autostrategies help you distribute your budget and achieve specified KPIs.
Personalize the display of ads.
Direct makes it possible to tailor an ad to a specific user in order to increase the likelihood of contact with the advertising message and conversion to the target action.
Measure full analytics from the use of AI and neural networks.
Rustam said that thanks to Yandex Direct tools (Brand Lift, Search Lift, Visit Lift, etc.), it is possible to analyze the effectiveness of advertising at each stage of the funnel.
Andrey Simonchik, AMDG
Topic: AI as the muse of marketing: how AI creatives conquered the target audience
At the beginning of his speech, Andrey presented analytics of advertising campaigns for the Kazakh FMCG market.
In banner advertising of FMCG products, the DV360 system provides the most impressions (54.4%) and clicks (70.7%) . It accounts for 48.7% of advertisers' budgets . For video advertising, the majority of budget (72.9%) and views (94.9%) come from YouTube. TikTok leads in impressions – 37.7% .
The core audience of FMCG brands on Yandex.Direct and DV360 are people aged 18 to 34 years . Instagram is popular among young audiences aged 18–24 .
After the analytical review, Andrey presented a case of promoting the Tesori d'Oriente cosmetics brand.
As part of the project, two advertising campaigns were launched: on the eve of the New Year and on March 8th.
New Year advertising campaign
The core audience for this flight was women aged 25–54 years living in Almaty and Astana . The period of the Republic of Kazakhstan is from November to December 2023 . The funnel for establishing contact with the audience included the stages “Attention – Interest – Loyalty” and was developed according to the following strategy:
- Analysis of competitors' activity.
- Determining the size of the audience and segmenting it into tribes.
- Formation of tactics to differentiate from competitors (frequency of display, creatives, USP).
- Determining the core target audience, as well as testing the male audience.
We tested the connection of men 25–54 years old in the “Self-Care” tribe at the “Attention” stage, as well as in targeting for an interested and loyal audience.
Formation of a split of instruments and formats.
The following systems were used:
TikTok – videos (In-Feed Ads and Top-feed formats).
DV360 and Instagram – banners (static and dynamic).
The emphasis was on TikTok , because… The platform is characterized by a low cost of purchasing advertising, wide coverage and higher engagement compared to Instagram.
Selecting landing pages for an advertising campaign.
Landing pages were placed on aggregator sites.
Development of USP and technical specifications for the designer and AI.
The creatives were developed both with a designer and with the help of AI. Tasks for AI were created in three ways:
- analysis of technical specifications and generation of prompts in Midjourney Prompt Generator;
- formation of a database of images on the basis of which the AI subsequently developed creatives;
- selection of a team “manually” based on a completed brief.
To improve image quality, input data for each new creative option was adjusted.
Since AI does not make it possible to place a client’s branded product on an image, the resulting visuals were finalized by designers.
results
The greatest coverage was obtained in DV360 ( 42.3% of the total). The banners used in the advertising campaign received 300 thousand more impressions than planned. In TikTok, the number of impressions amounted to 27.1% of the split and turned out to be 135 thousand higher than the planned value.
Andrey also shared insights from the advertising campaign.
— CTR across all platforms was higher among women , and the video view rate on TikTok (VTR) was higher among male audiences . Such data are explained by the characteristics of advertising materials, which presumably attracted the attention of men more.
— The highest VTR was shown by the audience 45–54 years old , despite the fact that the emphasis in the advertising campaign was on users 25–34 years old.
— Static banners demonstrated a greater number of impressions and a higher CTR level compared to dynamic ones.
The number of brand requests has increased, which indicates an increase in recognition of Tesori d'Oriente. Sales volume also increased – by 213% on the Arbuz site and by 34% on Kaspi*.
* The large volume of sales on the Kaspi site in September–October is explained by discounts, which were later canceled.
You can learn about the results of the Tesori d'Oriente advertising campaign by March 8 from the conference recording or the speaker's presentation. Recording of the conference is here . The materials of the reports are available at the link .
Dmitry Haudur, Lerna
Topic: Using AI in marketing and sales. Practical cases and examples from Lerna
Dmitry noted that in the marketing and sales departments, AI can be used to solve problems such as:
- Market analysis.
- Forecasting demand and pricing.
- Automation of interaction with clients.
- Content generation.
- Service personalization.
Using AI saves a company time and money, improves the quality of customer service, optimizes analytics, and generates accurate forecasts. Taken together, all these factors will ensure income growth.
How to solve the problem of employee aversion to AI?
The speaker noted that despite the promise of AI, employees may be reluctant to accept new technologies. There are several ways to convince them of the need to implement AI.
- Deliver value through leaders. If the manager is interested and passionate about the renewal process, then employees will adapt to this trend.
- Launch challenges. Motivation through competitive game mechanics helps smoothly integrate AI into work life.
- Conduct QA meetings. Identify interesting and uninteresting tasks, transfer part of the routine to AI.
- Create an environment and news context. The manager can use internal marketing channels (social networks, email newsletters) to communicate with employees.
Dmitry Gavdur shared his practical experience of implementing AI in processes such as:
- Speech analytics in the sales department.
- Contact center work.
- Creating a blog.
- Creating creatives and optimizing their quality indicators.
- Creation of presentations.
You can learn more about cases of introducing AI into Lerna’s internal processes by watching the recording of the conference or studying the materials of the speaker’s report at the link .
Daniyar Ismailov, TikTok
Topic: GenAI solutions for creating for TikTok
According to TikTok research, the ROAS of advertising campaigns with 5-7 creatives is 1.5 times higher than other campaigns. These data reflect the need to generate more content.
What kind of content do TikTok users prefer?
75% of TikTok users respond more actively to content created specifically for the platform.
Lo-fi advertising * on TikTok is noticed 33% more often than high-quality videos with impeccable post-production.
*Lo-fi advertising is advertising that does not pretend to be ideal, but on the contrary, emphasizes its “impeccability” and “tame” character.
At least 3 remixes of existing content can improve the performance of the entire sales funnel.
Advertising with creators on TikTok increases brand loyalty by 24% among users of social and video platforms.
To create content using AI on TikTok, there is the TikTok Creative Center. The platform allows you to track current trends, get acquainted with the best cases and strategies.
TikTok Creative Center Tools
— Creative Assistant is an AI-based digital assistant. Allows you to generate ideas for videos, follow TikTok trends, etc.
— Script Generator — will help you create a video script based on brief introductory information.
— Creative Exchange is a TikTok creative platform that, based on a completed brief, selects creators to create free advertising videos.
— AI Music. Allows you to use AI to generate music for your TikTok ads.
— Creative Boost. AI solution for improving the quality of videos in accordance with TikTok requirements and recommendations.
– Events API, Pixel and Advanced Matching. Technologies for a deeper understanding of the target audience, collection and processing of user data. Based on the information received, TikTok algorithms are trained, advertising campaigns are optimized and their results are improved.
Michał Chełchowski, Meta; Diana Sano, SalesTube
Topic: Maximize your performance. Make best practices your competitive advantage with Performance 5 (case study included)
The speaker said that AI technologies in Meta today work in several directions:
Predicting results.
Algorithms predict trends based on user actions. Confidentiality of information is of high importance.
Creation of personalized advertising.
Using generative models, you can create multiple variations of content to resonate with your audience. AI algorithms also show users relevant advertising messages.
Continuous iterations.
The site uses an iterative approach to selecting bids, targeting, and creatives to maximize advertising effectiveness.
Listeners also received 5 recommendations for getting the maximum effect from implementing AI.
Account simplification
Simplifying the structure of advertising accounts speeds up the learning process of AI algorithms and allows you to get fast and high-quality results from advertising.
Automation
Campaigns like Advantage+ help advertisers optimize ad targeting and results using AI technology. The speaker emphasized that campaigns of this type lead to a decrease in CPC by 17% and an increase in ROAS by 32%.
Diversification of creatives
Creatives with different incentives for different types of consumers increase advertising effectiveness by 32% and advertising reach by 9%.
Data quality
The conversion API allows you to track the direct relationship between marketing data and technology across all channels. Data quality can be improved by using information about customers’ offline actions.
Checking the results
A/B testing will reveal the winning strategy for running a successful campaign. Using the Conversion Lift tool, you can understand which marketing activities provide the greatest ROI.
James Murray, Microsoft; Katarzyna Zadróżna-Paszt, SalesTube
Topic: Copilot and AI in Microsoft Advertising and what it means for you with case study
According to James, in 2024, AI will integrate into people's daily lives and increase their productivity and creativity. The speaker talked about what options Copilot, a tool that expands the capabilities of traditional search, offers to simplify the advertising process.
Customers who use Copilot and Search simultaneously see 30% higher ad engagement than those who use Search alone.
Microsoft Advertising Features
Advertising on Copilot. Copilot's tools include built-in text boxes, feed-based advertising, and rich media advertising.
Conversational chatbot Copilot . Built into the Microsoft Advertising platform, advises on setting up an advertising campaign on the site.
Recommendations for creating advertising assets. They will help you develop promotional materials upon request from scratch or improve existing ones.
Creating images. Based on the product, Copilot will create the necessary graphic materials that can be immediately used in advertising.
Adelina Khusainova, SalesTube
Topic: Why DV360 is the Key to Automated Media Buying Success
Adeline told how to centrally manage advertising campaigns and analyze their effectiveness on different platforms using the Google Marketing Platform (GMP).
Benefits of Google Marketing Platform
- Centralization. The system simplifies the analysis and achievement of goals through the use of centralized methods for assessing media indicators.
- Data quality. Centralization reduces the likelihood of data loss and increases its reliability.
- Integration. The effectiveness of advertising technologies is growing thanks to the integration of advertising systems.
- Collection and use of First party data. It is carried out using different methods on a single platform, taking into account confidentiality standards.
Which GMP tools help you achieve your business goals?
Adeline described the tools of the DV360 technology and focused on the unique capabilities and advantages of the site.
Each technology has its own role. Depending on the stage of the Customer Journey the user is in, different combinations of technologies can be used.
Features of DV360
- High quality instruments from leading placements. DV360 provides access to exclusive advertising platforms through an integrated DSP (Demand-Side Platform). It is the only DSP on the market with access to YouTube ad slots.
- Targeting. It is possible to create a wide range of target audiences and integrate with other GMP tools, making it easier to create and manage audience lists.
- Automation and optimization algorithms. You can manage reach, frequency, and other ad metrics based on intersectionality. Built-in auto strategies allow you to optimize advertising costs while achieving target KPIs.
Evgeniya Aleynikova, VK Advertising
Topic: Increasing brand metrics: review of tools for media promotion on VK resources
Evgenia shared strategies and insights for creating an effective brand community on VKontakte. Listeners learned how to introduce an audience to their product and convey its values to consumers, and Evgenia also spoke about the role neural networks play in this process.
What is the business community?
The business community on VKontakte is the main point of communication between the brand and the audience, which allows you to disseminate information about products and services. The business community solves problems such as:
- building a brand image;
- product promotion;
- promptly receiving feedback from the audience;
- improving the quality of service and products.
A special feature of communities on VKontakte is the availability of free promotion tools. The functionality of the site allows you to create an online store in a community or web pages using a website builder, integrate mini-applications, etc.
The speaker explained how AI helps in creating and adapting content for different platforms. Evgeniya noted that generative neural networks reduce the amount of routine work of a marketer, improve content personalization and the quality of creatives.
Neural networks allow:
- create a content plan;
- look for topics for posts;
- adapt existing content for VKontakte;
- analyze data;
- create visuals;
- generate analytics and reporting.
Evgenia also shared information about VK media projects and media advertising formats on VK Advertising resources. More details about this can be found in the conference recording .
Speakers from the GoAhead agency and the SegmentStream marketing analytics system also presented their reports. They talked about the AI technologies they use for conversion attribution and how to use predictive models to optimize ROI. You can view the full versions of the reports in the recording by following the link . You can study materials from the speakers' presentations here .
