A case study by the Gazprom-Media Sales House and the Doctor Ost clinic chain: The pioneering regional advertising campaign on ITV

How the Gazprom Media Sales House, together with the Alliance Media Ural agency and the Doctor Ost international clinic chain, launched a region’s first targeted advertising campaign on interactive TV screens, which covered 47,000 local households. More details in this new case study.

Tasks

Attract new patients

Generate leads

Idea

To attract audience attention to the product, the region’s first interactive TV advertising campaign was launched using GetShop.TV platform technologies.

Mechanics

The campaign ran from July 15 to July 31, 2022 on Gazprom-Media Holding’s TNT and NTV TV channels. The advertising messages were targeted at residents of Tyumen Region over 30 years old. Creative informers offering a discount were shown during series and programs rather than appearing in the advertising block. This ensured the maximum involvement of the audience when the informers were shown. Clicking on Ok button on the remote control opened a microsite offering a 50% discount at Doctor Ost clinics. The viewer could leave a phone number to make an appointment at a medical center. There was also a QR code, which led to a page with the details of the promotional offer.

Results

The advertisement was shown 357,000 times.

The campaign reached 47,000 households in Tyumen Region.

The CTR was 1.7%, and the unique CTR was 8.0%.

The rate of conversions to call requests and transitions by the QR code was 0.47%.

Vera Proskurina

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

This year, we have impressed the regional market with a new advertising resource: interactive television technology. This format allows the user to interact with the advertisement directly from the TV screen, providing feedback for the advertiser. Interactive TV as an advertising tool is of great interest to our regional partners and to representatives of very different spheres of business. The advertising campaign for Doctor Ost is a successful example in the field of medicine.

Svetlana Tokareva

Marketing Director of Doctor Ost International Medical Center Chain

New advertising formats are always of interest, as they increase the outreach of the target audience and offer a higher level of potential customer involvement. The decreasing portfolio of digital advertisement offers and the noticeable reduction of the population aged 65+ has given rise to the need to reach the younger audience and to search for optimal ways of communicating with it. We believe the emergence of interactive television is now very relevant. We promptly responded to the opportunity to conduct an experiment. As a result, our 14-day campaign had outreach which was comparable to targeted advertisements with similar features. However, the conversion rate for opening the microsite turned out to be higher than the average achievable indicators and much higher than the current indicators, since some platforms are overloaded with advertising. Lead generation and the ability to track further conversion into sales via the phone numbers left in the requests is of particular interest with this new tool, as this is impossible with TV advertising.

Milana Ermakova

Commercial Director of Alliance Media Ural LLC

This advertising campaign format is a new experience for us and an expansion of our capabilities for our clients. It is a new opportunity to reach the target audience. This was the first advertising campaign in the region and, thanks to our partners, it launched perfectly!

Do you want to advertise?

Send us a message right now, and our managers will get back to you right away!

What type of advertising are you after?