Konstantin Oreshnikov, Head of Media Ingate Group

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How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 13
Brand awareness grew by 2% in May and 12% in June.
The first month indicator is significantly lower than that of INFORCE, with a similar work scheme. This is due to the fact that the initial recognition of the AEG brand was higher than that of INFORCE, so with a short advertising campaign period, the result for this parameter is not so noticeable. However, the longer the advertising campaign period, the more intense the growth.

Ad recall increased by 174% in May and 355% in June.
"Moreover, among the 45-54 age group, it was 260% already in May. It is worth considering that Brand awareness in this age group is also the highest - 33%. This may mean that the audience that was initially most familiar with the brand and had not seen its advertising for a long time turned out to be more receptive and loyal to its new advertising activities ."




How to increase average income by 24% in a 3-month albania telegram data media flight: Ingate Group and VseInstrumenty.ru case - image 14
Purchase intent increased by 6% in May (a good result) and by 25% in June. The largest increase was again shown by the 45-54 age category.
Search Lift provided excellent statistics: users who saw the ad were 194% more likely to search for the brand in search.
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 15
This is a high figure, which indicates that users are interested in the brand.

Interestingly, if we consider brand + category masks, Search Lift shows less growth. However, the result is still significant.

How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 16
How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 17
The dependence of demand on the number of impressions is visible on the graph:

How to increase average income by 24% in a 3-month media flight: Ingate Group and VseInstrumenty.ru case - image 18
Revenue from users who saw the ad compared to users who did not see it increased by 22%, and the number of purchases from visitors who saw the ad increased by 4%. Interestingly, the revenue growth was the same in both options: branded masks and brand+category masks.
Insights