Effective banner ads on the mobile version of the Yandex home page

1. Часть
Effective banner ads on
the mobile version of the
Yandex Home page

2. PJSC “Post Bank” (before January 2016 — PJSC “Leto Bank”)
founded
2012
Regina Korzheva
Head of Development, Online Channels
Retail bank, part of the international
financial group VTB

3. Period:
Tools used:
7 — 13 December 2015
Increase brand awareness
› Banner on mobile version of Yandex
Home page
Attract applications for credit
Objectives

4. 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.
4

5. Solution
Step 1 Step 2
Serve bannersPrepare creatives
5

6. Step 1

7. 7
Comedian Semyon Slepakov
serves as the bank’s brand
ambassador.
The banner ad features his
photo, well-known across
Russia.
letobank.ru/services/loans
Preparing the creatives

8. Step 2

9. 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.
9
Banner ad on Yandex mobile
Home page
Loan application page

10. Results

11. Results
The mobile campaign had over 3
million impressions.
The campaign’s reach amounted to
1.78 million unique users, and 339
loan applications.
› CTR 0.51%;
› CPC 30 ₽;
› CR 2.2%;
› The cost of attracting one
application was 1392 ₽.
11
CTR 0.51%
CPC 30 ₽
CR 2.2%
CPA 1392 ₽

12. Results
1.78 M
339
coverage by unique impressions
direct applications in one week
12

13. 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.
13
Regina Korzheva
Head of Development, Online Channels