"In contact" plans to earn paid posts in the news feed

In July, the Vkontakte social network launches a new ad format - these are paid posts right on the social network user’s news feed. Promotional posts will look the same as usual ones, but they will be marked with a special mark, allowing to understand that this is an advertisement, Vedomosti reports . This kind of post can be a text entry with a picture, but it can be a video, survey or document.



Currently, promotional posts are available to advertisers only in the desktop version of the social network. In the future, the company plans to add this functionality in the mobile version, as well as in social network applications. The company's general director, Boris Dobrodeev, believes that in the future this advertising format will be cross-platform.



The sale of advertising posts will be carried out according to the payment model for a thousand people who viewed the advertisement. True, the social network plans to introduce other models of such advertising. This may be a payment for the transitions to the advertiser's site, and pay per view video.



A new advertising format was tested for a month; about 150 domestic and foreign advertisers participated in it. The average cost of a thousand views of an advertising post was about 60 rubles. The cost of the transition was about 6 rubles.

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Now the rival Vkontakte, the Odnoklassniki social network, earns twice as much. So, in 2014, the revenue of “Vkontakte” was 4.3 billion rubles, while at Odnoklassniki this figure is at least twice as large. At the same time, the Vkontakte audience is one and a half times larger than the audience of a competing social network.



“Records promotion is a native format that fits organically into the social network news feed, allowing the company’s message to reach a specific target audience, with unprecedented coverage that exceeds the coverage, for example, television advertising,” commented Dmitry Sergeyev, first deputy general director of Mail.ru Group .