VKontakte has opened access to the exchange of advertising in communities
Two weeks ago, VKontakte launched a closed testing of the functionality of the advertising community in communities. The test was attended by selected advertisers and some group owners. From today advertising has become available to all advertisers through the office - vk.com/exchange?act=office
Advertising is hosted by community administrators as a regular update. Under the terms of placement, advertising should be in the first place for one hour, then be in the tape for 24 hours.
The format of advertising is unique for the market. Advertisements are posted in updates to communities subscribed to by users. Advertising messages are not highlighted, but must comply with the rules of placement . Unlike FB, where advertisements in the tape are targeted to the user, VKontakte works only at the community level, providing perhaps more media advertising. Something like this could not curb Livejournal.com at one time. The market for such advertising has existed since 2011 and has long demanded the introduction of clear rules of the game.
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Pavel Durov in one of the comments mentioned that advertising in communities will also perform the role of advertising for mobile devices.
VKontakte commission is calculated on the price set by the community administrator - 45% + VAT. Prices for top sites can be seen in the screenshot. Pay attention to the community with the price of 65,000 rubles for one placement.
As in the case of targeted advertising, VKontakte does not plan to close access to third-party tools for working with advertising in communities. The task of the third-party service is to provide additional management tools, automation and reporting for large customers.
In general, sharing revenue from advertising with community administrators is a unique approach. Most likely, VK.com will be the largest (for comparison, only youtube.com comes to mind) with UGC and the possibility of monetization for authors.
PS According to our data, the average value of CPM for advertising in communities is from 15 to 90 rubles. depending on the subject. This is comparable to inexpensive banner advertising. Coverage reaches 300,000 people.
Advertising is hosted by community administrators as a regular update. Under the terms of placement, advertising should be in the first place for one hour, then be in the tape for 24 hours.
The format of advertising is unique for the market. Advertisements are posted in updates to communities subscribed to by users. Advertising messages are not highlighted, but must comply with the rules of placement . Unlike FB, where advertisements in the tape are targeted to the user, VKontakte works only at the community level, providing perhaps more media advertising. Something like this could not curb Livejournal.com at one time. The market for such advertising has existed since 2011 and has long demanded the introduction of clear rules of the game.
')
Pavel Durov in one of the comments mentioned that advertising in communities will also perform the role of advertising for mobile devices.
VKontakte commission is calculated on the price set by the community administrator - 45% + VAT. Prices for top sites can be seen in the screenshot. Pay attention to the community with the price of 65,000 rubles for one placement.
As in the case of targeted advertising, VKontakte does not plan to close access to third-party tools for working with advertising in communities. The task of the third-party service is to provide additional management tools, automation and reporting for large customers.
In general, sharing revenue from advertising with community administrators is a unique approach. Most likely, VK.com will be the largest (for comparison, only youtube.com comes to mind) with UGC and the possibility of monetization for authors.
PS According to our data, the average value of CPM for advertising in communities is from 15 to 90 rubles. depending on the subject. This is comparable to inexpensive banner advertising. Coverage reaches 300,000 people.
Source: https://habr.com/ru/post/200838/
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