“Runner” goes to online media advertising
On July 31, Begun , announcing its entry into the online media advertising market, presented its new advertising solution. Its last product gives the opportunity to conduct media campaigns "in context".
The “Runner” service will be useful, first of all, for large and medium advertisers who want to increase the degree of brand awareness among the target audience. The company emphasizes: it is the target audience that will see media contextual advertising - this will be provided by the behavioral technologies in the Runner systems.
These technologies first reveal the current interests of the consumer, and then produce display ads that are relevant to everyone’s interest. The advertiser can customize the system as needed by selecting topics that match the interests of the consumer group. In addition, an advertising campaign can be targeted by geography, time, number of ad impressions, it is possible to limit the total and daily budget, as well as limit the impressions with accuracy to the site. There are no additional margins for detailed focusing.
Advertisers pay for displaying banners to unique viewers. The minimum cost of 1000 impressions is 280 rubles. In this case, they are carried out with a given frequency - the probability of display depends on the cost that the advertiser sets. Thus, the “Runner” brand model is extended to the new service: in addition to contextual communication, there is an auction price assignment.
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Banners loaded into the Runner contextual system will appear at the top of the pages. In addition, the ads will be broadcast in large formats - in the banners of the width of the full screen and a height of 90 pixels (in general, 1/8 of the screen area). The display of banner advertisements to each particular viewer is controlled, which, according to “Runner”, “allows, on the one hand, to avoid irritation from repetitive advertising, and on the other hand, guarantees the advertiser the necessary audience coverage for the predicted budget.”
“At present, the Russian Internet has developed a conditional division of advertising into media and context,” says Alexey Basov, general director of Begun. - Contextual advertising effectively converts existing demand into sales. Display advertising is effectively used by large companies for branding. The new product “Runner” combines the advantages of contextual and display advertising, making it possible for medium-sized companies to address the demand-side tasks. ”
Denis Friedman, deputy director of the promotion of Internet projects at RBC Soft , believes that the Runner’s proposal is still not new and “has been used for a long time by Rohrer - true, in the format 240 × 400”. In his opinion, the advantage of the media contextual tool is in the presence of focusing and contextual targeting. "This, in turn, adds a number of advantages, and it means that this type of advertising is more efficient and sells well."
According to Denis Friedman, a similar model is used in Google Adwords and its essence is in “the combination of the auction principle with the rotation of banners”: “In this case, the tradition of Direct and Runner continues: you want to be more visible - pay more. This does not always justify the costs, but if advertising is for sale, then it is in demand in the market. ”
The “Runner” service will be useful, first of all, for large and medium advertisers who want to increase the degree of brand awareness among the target audience. The company emphasizes: it is the target audience that will see media contextual advertising - this will be provided by the behavioral technologies in the Runner systems.
These technologies first reveal the current interests of the consumer, and then produce display ads that are relevant to everyone’s interest. The advertiser can customize the system as needed by selecting topics that match the interests of the consumer group. In addition, an advertising campaign can be targeted by geography, time, number of ad impressions, it is possible to limit the total and daily budget, as well as limit the impressions with accuracy to the site. There are no additional margins for detailed focusing.
Advertisers pay for displaying banners to unique viewers. The minimum cost of 1000 impressions is 280 rubles. In this case, they are carried out with a given frequency - the probability of display depends on the cost that the advertiser sets. Thus, the “Runner” brand model is extended to the new service: in addition to contextual communication, there is an auction price assignment.
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Banners loaded into the Runner contextual system will appear at the top of the pages. In addition, the ads will be broadcast in large formats - in the banners of the width of the full screen and a height of 90 pixels (in general, 1/8 of the screen area). The display of banner advertisements to each particular viewer is controlled, which, according to “Runner”, “allows, on the one hand, to avoid irritation from repetitive advertising, and on the other hand, guarantees the advertiser the necessary audience coverage for the predicted budget.”
“At present, the Russian Internet has developed a conditional division of advertising into media and context,” says Alexey Basov, general director of Begun. - Contextual advertising effectively converts existing demand into sales. Display advertising is effectively used by large companies for branding. The new product “Runner” combines the advantages of contextual and display advertising, making it possible for medium-sized companies to address the demand-side tasks. ”
Denis Friedman, deputy director of the promotion of Internet projects at RBC Soft , believes that the Runner’s proposal is still not new and “has been used for a long time by Rohrer - true, in the format 240 × 400”. In his opinion, the advantage of the media contextual tool is in the presence of focusing and contextual targeting. "This, in turn, adds a number of advantages, and it means that this type of advertising is more efficient and sells well."
According to Denis Friedman, a similar model is used in Google Adwords and its essence is in “the combination of the auction principle with the rotation of banners”: “In this case, the tradition of Direct and Runner continues: you want to be more visible - pay more. This does not always justify the costs, but if advertising is for sale, then it is in demand in the market. ”
Source: https://habr.com/ru/post/4219/
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