Mobile marketing is about real users who downloaded the app through advertising, used the service and will come back again.
Ivan, hello! Thank you for participating in our project! The PAI format is worth Let’s start from afar – tell us about your path in marketing, what is your background?
Hi! I always knew that my life would be connected with advertising.
And if we consider that you are both a b2c and b2b product, what are the specifics that you have to deal with in promotion? And how do you balance the interests of these areas?
Yes, you are right, b2b occupies a special place for us. We have Ostrovok.ru Komandiki applications for easy organization of business trips at special rates, and last year we released an application for hoteliers to manage reservations Ostrovok! Extranet . However, our main focus is on b2c – after all, most mobile sources are not suitable for a narrow audience.
Everything related to travel is heavily influenced by seasonality. How do you adapt your communications strategy to these changes, and how do you plan campaigns to effectively manage demand during the off-season? The PAI format is worth
That’s right, seasonality has a very strong impact on us and is reflected in our metrics. So, in the summer we get much more targeted actions, the conversion from installation to booking is on average 1.5-2 times higher. But the average bill for such bookings is also lower than for winter ones – people often choose inexpensive hotels within Russia, in large cities with a population of over a million. In the cold season, travelers mainly prefer foreign countries with a warm climate, where the average bill is higher: the UAE, Turkey, Thailand, Egypt.
I would like to know more about what your traffic consists of. In the conditions contextual advertising, OEM or In-App for you? The PAI format is worth
2024 was the debut year for large-scale mobile advertising of the Ostrovok app — our task was to try all advertising sources and then form an effective media split. Now we are actively promoting in such channels as Yandex and VK Advertising, have signed contracts with large vendors: Xiaomi, Huawei and Oppo. We also purchase In-App — these are various DSPs, including Bidease and Liftoff. We tried Managed In-App, but are still looking for more or less trusted sources.
If we talk about efficiency, the most effective channels are search, they directly respond to the already formed user request. Then comes OEM – a very complex source, which has many placement formats. For example, Huawei has a search – it works great, Xiaomi has a format for placing banners inside MI applications. But most often they recommend installing the application by clicking on the banner in the form of an icon. And for this format to be effective, brand knowledge and media support are needed.
The PAI format is worth mentioning separately . We tried it, but so far the payback period for users is too long. In-App closes the list.
Buying airline tickets and booking hotels are often episodic needs (at least they are not services of daily demand). How do you work to ensure that users do not delete your The PAI format is worth
Yes, the need for the product is episodic, however, a service for booking hotels and apartments is a service that is hard to do without, so we do not see mass deletions of the application after the end of the season. On average, our user makes about 3-4 trips per year. And we are constantly working on improving retention and LTV: we have welcome and reactivating PUSH chains, and retargeting campaigns are also active for a segment of users who need a little “nudge” to complete the booking. Promo codes help with this, we actively use them in our creative campaigns.
Now you can get various privileges, such as breakfast fiji business email list or room upgrades, and at the highest level – a 40% discount. In this way, we encourage our users for choosing the service and returning to us regularly.
We also have the best travel blog in the world !
Now let’s move on to the creative component. You recently went through a rebranding. How difficult was it to restructure, and how quickly
We were “lucky” that the rebranding took place in April. It was at that time that we started purchasing more creative-dependent platforms, for example, VK Advertising. It was necessary to prepare many resizes for active sources, as well as develop new banners for sources that were about to launch. Of course, we did everything in advance and our materials were ready by the announced date. It was not easy, but we did it!
As for the effect of the rebranding, the event turned out when a user searches for your services on the web to be quite loud, since our brand has changed a lot in 14 years. At the moment, we saw that we interested new users, and I believe that in the long run there will be even more of them.
The visuals and elements have become more modern, fresher, more alive and easier to perceive. And our new brand color is called “Mojito”, which, in my opinion, conveys the feeling of a vacation in the best possible way.
What creative approaches and formats do you use to attract users not only through favorable prices for tickets or hotels?
We currently use several approaches. The first is the classic price approach, the most “performative” of the static
creative options. Here we show users a tourist destination or city with a price, or popular hotels with a cost and a city.
We also include creatives with a promo code here, where we often separately emphasize that the promo code is only
valid in the mobile app. This way we avoid overlapping with other devices.
This year we shot our first UGC content. It is not always humorous, but every now and then it plays out real-life travel
situations in which the heroes of the videos find themselves.
According to my observations, videos are often more canada cell numbers effective than static creatives — they receive an average of 15-20%
more clicks and are especially effective in video networks and video platforms (which is quite logical).
We also tested Playable creatives: the most successful of them asks the user to close the pop-up windows “Work”, “Alarm at 9 am” and other “troubles” by clicking on the “cross”. On the end card we display Call To Action with a promo code. We show such creatives in game networks, for example, in Unity.