Keyword: «advertising campaign»

The article considers the development of the recently appeared field for digital marketing — streaming-platform. The analysis of the statistical data demonstrating the relevance of promotion through broadcasts is carried out, for example Twitch.tv. Streaming channels are divided according to their attractiveness for advertisers. The ways of brand integration into the stream are determined and the steps of the most productive promotion are offered. The article suggests indicators to assess the profitability of the advertising campaign through streaming-platforms in order to be able to monitor. The strategies already implemented in the framework of the Twitch are considered.

Reflecting on the pressing issues of modern advertising, the author focuses on the essence of mass relationships culture and advertising as one of its components. The author considers advertising product as a phenomenon of mass culture, analyzes taglines that are verbalizing an advertising product, reduces the benefits Internet (in particular social networks) as spaces for distribution of advertising and evaluating its effectiveness on the example a number of advertising campaigns conducted at different times.

The relevance of this research topic is that in display advertising, in addition to metrics that are easy to calculate: reach, impressions, clicks, CTR, video views, etc., there are more important indicators that are less measurable, for example, brand recognition. This problem is solved by the Brand Lift tool, which allows you to automatically carry out large advertising platforms and evaluate the level of brand or product recognition for a specific target audience after an advertising campaign. Brand Lift research is a way to measure the impact of video campaigns on brand perception. The method of conducting it is a opinion poll, when during advertising users are asked questions with several answer options. As a result of using Brand Lift, companies can develop solutions to strengthen the overall brand position based on such metrics as: brand awareness, recall of creative creatives, brand loyalty. The article provides recommendations on optimizing advertising for those who plan to use Brand Lift research.