A case study by Samolet Plus and Qvant: How to choose an ad network and launch a campaign on quality OLV inventory

Learn how to improve metrics and get targeted traffic with the capabilities of the GPM Partner Network (part of the Gazprom-Media Sales House ecosystem) in this case study.

Objectives

The Samolet Plus apartment solutions service (part of the Samolet Group) had the goal of ensuring wide reach among the relevant audience, increasing brand and product awareness, and achieving high viewing rates for video ads.

Implementation

To optimize investments, the focus was placed on the right ad networks. In addition to platform reach, key metrics, and pricing, factors such as flexibility of settings and placement safety were taken into consideration. The GPM Partner Network stood out for its functionality and resources, encompassing more than 500 websites on various topics.

In collaboration with Qvant, a key segment was identified: a solvent audience interested in real estate, consisting of men and women aged 18 to 44. The campaign employed geotargeting across Russian regions based on the brand knowledge of the Samolet developer. Over five months, 15- and 30-second video ads were launched. These ads were integrated into the content in Instream format on the platforms of the GPM Partner Network. This allowed the team to find an affine audience with the desired behavior on the sites and achieve consistent reach.

Sergey Devyatov

Head of Media Promotion, Lead Generation, and CRM Marketing

Despite the goals of reach and brand awareness growth, we did not focus solely on media and cost metrics (CPM and CPV) when choosing our ad networks. CTR was chosen as an additional criterion for evaluation, as well as fraud and post-click metrics. This approach allowed us to identify the leading ad networks that provided optimal cost-per-contact and cost-per-video view, as well as high-quality site traffic. GPM’s network is one of these leaders. It is important to note that all impressions and clicks were verified, so our multifactor evaluation considered Viewability, Brand Safety, and Fraud Percentage metrics.

Results

The advertising campaign metrics confirmed the effectiveness of placements on OLV inventory within the GPM Partner Network. The team also achieved high video view rates.

Alexey Krupenin

Director of Digital Advertising Sales Department, Gazprom-Media Sales House

The Russian market today offers a vast number of platforms for advertisers to choose from. However, when conducting an ad campaign, it’s crucial not only to focus on primary ad metrics, but also to analyze post-campaign metrics.
At Gazprom-Media Sales House, we’ve built an extensive partner network of “transparent” websites with diverse content. The network’s monthly reach is over 60 million unique users. All platforms include features such as unified frequency, geo, sociodemographics, as well as many other campaign settings.
A big thank you to our colleagues from Samolet Plus and NMi agency for choosing us as their partner in implementing this case and for being able to appreciate the effectiveness of our collaboration.

Anna Planina

Director for Digital Technologies, NMi Group

What results can you expect from OLV campaigns? The focus is certainly on reach, metric growth, and Brand Safety. In addition, we have received non-trivial and media sources, which speaks to the quality of the contact and 100% targeting of the brand’s audience. We attribute this success to the high-quality traffic provided by the platforms selected by Qvant and Gazprom-Media Sales House.

Qvant as part of Gazprom-Media Sales House is part of Gazprom-Media Holding.

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