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Effective banner ads onthe mobile version of the Yandex Home page

PJSC “Post Bank” (before January 2016 — PJSC “Leto Bank”)

founded2012Regina KorzhevaHead of Development, Online Channels

Retail bank, part of the international financial group VTB

Period:

Tools used:

7 — 13 December 2015

Increase brand awareness

› Banner on mobile version of Yandex Home page

Attract applications for credit

Objectives

New Year opportunities

The New Year holidays in Russia are a time for big purchases. At Post Bank, applicants can receive up to 500,000 ₽ with just two documents: a passport and another form of ID. Loan applications take from one hour to one working day to be considered.

When people use mobile devices, they are looking for quick solutions.

To tap into this audience of users, Post Bank decided to use a banner on the Yandex mobile Home page.

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Solution

Step 1 Step 2

Serve bannersPrepare creatives

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Step 1

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Comedian Semyon Slepakovserves as the bank’s brand ambassador.

The banner ad features his photo, well-known across Russia.

letobank.ru/services/loans

Preparing the creatives

Step 2

Serving the banner ad

The banner was displayed over one week on the Yandex mobile Home page to smartphone and tablet users across Russia.

The banner led to the loan application page. There were 17 fields on two pages that users needed to fill out, including passport data, their mobile phone numbers, and a confirmation code they received in a text message.

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Banner ad on Yandex mobile Home page

Loan application page

Results

Results

The mobile campaign had over 3 million impressions.

The campaign’s reach amounted to1.78 million unique users, and 339 loan applications.

› CTR 0.51%;

› CPC 30 ₽;

› CR 2.2%;

› The cost of attracting one application was 1392 ₽.

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CTR 0.51%CPC 30 ₽

CR 2.2%CPA 1392 ₽

Results

1.78 M

339

coverage by unique impressions

direct applications in one week

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Our experience shows that it pays off to add a mobile banner ad into your marketing mix – the mobile format can bring a high conversion rate. The audience eagerly interacts and is motivated enough to fill out a form with 17 fields.

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Regina KorzhevaHead of Development, Online Channels