A case study by Gazprom-Media Sales House and “32 Praktika” Dentistry Center: How to find customers for a small business through TV

Gazprom-Media Sales House (part of Gazprom-Media Holding) in partnership with Media Dvizheniye-Perm advertising agency launched a regional campaign for “32 Praktika” Dentistry Center. Learn how to turn views into leads with interactive TV technologies in the new case study.

Investments in marketing and advertising have a direct impact on business growth, especially the development of small and medium-sized enterprises. Brand performance tools are needed to simultaneously drive sales and build brand strength. Interactive TV is one of such tools. It helps reach a broader audience and guide potential consumers through the funnel to the target action.

Objectives

To increase the awareness of “32 Praktika” Dentistry Center.

To ensure the flow of target leads.

Idea

A personalized approach was used to increase efficiency. We made an individual discount offer for each audience segment of the brand and developed special creative assets.

Solution

The interactive campaign was launched via IPTV using GetShop.TV technology. Households in the Perm region saw the creative content on TNT and NTV. The programs with placements were aimed particularly at the brand’s target audience.

On TNT, an overlay ad with an advertisement for braces was broadcast, which was relevant for the young audience and parents. NTV promoted services such as “turnkey” teeth and implantation, which were relevant to an older audience. The advertising block was shown in parallel and did not interrupt the broadcast of TV content. This allowed us to keep viewers engaged during brand communication.

By pressing the “OK” button on the remote control, viewers could respond to the overlay ad and open a microsite with a special offer from the clinic. They could then leave their phone number to request a call back, or scan a QR code and visit a webpage with the details about the promotion.

Results

The advertising campaign reached 70,000 local households, for a total of approximately 170,000 people.

The advertisement was displayed 922,000 times and the unique CTR of the overlay ad was 9.85%. The conversion rate to call requests and transitions through the QR code was 0.51%¹.

IPTV technology and the popularity of TNT and NTV content ensured a wide reach and helped achieve high lead generation. Through brand performance promotion, the TV placement not only impacted brand awareness in the region, but also brought new customers to the clinic.

Vera Proskurina

Head of Department for Communication with Regional Partners at Gazprom-Media Sales House

IPTV capabilities are changing the concept of standard advertising. Interactive mechanics allow brands to communicate directly with viewers without distracting them from their favorite content. For a brand, this means a measurable advertising campaign on TV with subsequent conversion to sales. Together with our partner, Media Dvizheniye-Perm LLC, we have implemented a project for “32 Praktika” Dentistry Center in the Perm region. The objectives of the advertising campaign were achieved.

Natalya Stroganova

Commercial Director, Media Dvizheniye-Perm LLC advertising agency

Technology is constantly developing, and media consumption is changing with it. Media Dvizheniye-Perm, in cooperation with its partners, presents new marketing tools to the market in order to meet the business objectives of advertisers. Interactive TV is a modern way of interacting with the audience through an advertising message on TV. This is what our advertisers need.

Ekaterina Gorbunova

Head of the Marketing Department, “32 Praktika” Dentistry Center

Every commercial organization is constantly looking for new advertising platforms that will help it generate new leads. “32 Praktika” Dentistry Center is no exception. We were interested in an interactive TV channel as a TV performance communication platform that would allow us to attract patients from Perm and the Perm region. The advertising campaign lasted for almost three months, which further contributed to the increase of our clinic’s brand awareness. The results of the campaign can be considered satisfactory: the set objectives were achieved.

¹According to GetShop.TV data for the period from February to April 2023.

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