brandformance and media mix: a selection of questions from the “Brand Day”
Posted: Tue Feb 18, 2025 8:19 am
The "How to spend... Brandformance and media mix 2023" section at the "Brand Day" business conference was memorable for its large amount of useful information from experts. Since time constraints did not allow the speakers to answer all the questions, the ArrowMedia team is publishing the answers in article format.
The event was moderated by colleagues from ArrowMedia: Commercial Director Ksenia Ponomareva and Communications Director Yulia Voronkina. The speakers included representatives of S7 Airlines, Lenta Online, Uncle Vanya Group, Pyaterochka Federal Tax Service, Dixy Group, and VseInstrumenty.ru.
Andrey Danilin, Head of Performance Advertising at S7 iran mobile database Airlines, gave a presentation on the specifics of brandformance 2022 and growth points. According to him, the focus is now on brand safety, since accompanying negative content can greatly change the perception of a brand. Therefore, it is important to approach the choice of placement sites, advertising formats, and creatives as carefully as possible.
Andrey Kalinov, Head of Marketing Communications at Lenta Online, spoke about the change in the approach to media strategy. Since the main communication task today is to increase brand recognition in certain locations, the Lenta Online team deepened and expanded geo-clustering, increased the number of creatives in brandformance, and also connected narrow targeting at the top of the funnel to work with a more "warmed up" audience.
Andrey Kalinov, Head of Marketing Communications at Lenta Online:
— Does the company use outdoor advertising? How has its weight changed in the split?
— Outdoor advertising was used in 2022 as a targeted reinforcement of a number of regions. The approach was flight-based — month on, month off in six focus regions. In 2023, there are plans to strengthen this direction and take on more regions: their number in each flight will already be more than twenty. The volume of outdoor advertising will grow significantly.
— What other tests did you conduct and what new channels are you using?
— Digital is constant testing. We test creatives, test platforms, test targeting. In general, this is a constant test-and-learn approach.
The event was moderated by colleagues from ArrowMedia: Commercial Director Ksenia Ponomareva and Communications Director Yulia Voronkina. The speakers included representatives of S7 Airlines, Lenta Online, Uncle Vanya Group, Pyaterochka Federal Tax Service, Dixy Group, and VseInstrumenty.ru.
Andrey Danilin, Head of Performance Advertising at S7 iran mobile database Airlines, gave a presentation on the specifics of brandformance 2022 and growth points. According to him, the focus is now on brand safety, since accompanying negative content can greatly change the perception of a brand. Therefore, it is important to approach the choice of placement sites, advertising formats, and creatives as carefully as possible.
Andrey Kalinov, Head of Marketing Communications at Lenta Online, spoke about the change in the approach to media strategy. Since the main communication task today is to increase brand recognition in certain locations, the Lenta Online team deepened and expanded geo-clustering, increased the number of creatives in brandformance, and also connected narrow targeting at the top of the funnel to work with a more "warmed up" audience.
Andrey Kalinov, Head of Marketing Communications at Lenta Online:
— Does the company use outdoor advertising? How has its weight changed in the split?
— Outdoor advertising was used in 2022 as a targeted reinforcement of a number of regions. The approach was flight-based — month on, month off in six focus regions. In 2023, there are plans to strengthen this direction and take on more regions: their number in each flight will already be more than twenty. The volume of outdoor advertising will grow significantly.
— What other tests did you conduct and what new channels are you using?
— Digital is constant testing. We test creatives, test platforms, test targeting. In general, this is a constant test-and-learn approach.