Amberfog case study
Goals
In 2017, mobile app developers for the company Amberfog entered the Russian market. Previously, Amberfog had worked with large overseas partners. When selecting a partner for the Russian market, they focused on available user coverage and advertising formats. myTarget offered a large relevant user base and, for the first time in Russia, a native advertising format that was new at the time.
Solution
They selected native advertising as their main format. In the first phase, they posted ads in native format on the Amberfog for VK app. The results were positive, so they immediately started deploying ads on a second app, Night VK (Nochnoy VK). The indicator results led them to move 100% of the Night VK traffic to myTarget.
In the Amberfog for VK and Night UK ad units today, 70% are ads published by myTarget advertisers.
Results
Over summer 2018, they brought in 32% more revenue compared to the same period in 2017 (taking into account that the number of Amberfog for VK users did not change).
In August 2018, they tested carousel in a native ad unit to increase CPM. The format has been well received by users: it increased the app's ad revenue by 12-15%.
CTR:
● before enabling carousel (July) - 0.63%
● after enabling carousel (September) - 0.66%
In September 2018, partner ad revenue in the Amberfog for VK app doubled compared to September 2017.
In 2017, mobile app developers for the company Amberfog entered the Russian market. Previously, Amberfog had worked with large overseas partners. When selecting a partner for the Russian market, they focused on available user coverage and advertising formats. myTarget offered a large relevant user base and, for the first time in Russia, a native advertising format that was new at the time.
Solution
They selected native advertising as their main format. In the first phase, they posted ads in native format on the Amberfog for VK app. The results were positive, so they immediately started deploying ads on a second app, Night VK (Nochnoy VK). The indicator results led them to move 100% of the Night VK traffic to myTarget.
In the Amberfog for VK and Night UK ad units today, 70% are ads published by myTarget advertisers.
Results
Over summer 2018, they brought in 32% more revenue compared to the same period in 2017 (taking into account that the number of Amberfog for VK users did not change).
In August 2018, they tested carousel in a native ad unit to increase CPM. The format has been well received by users: it increased the app's ad revenue by 12-15%.
CTR:
● before enabling carousel (July) - 0.63%
● after enabling carousel (September) - 0.66%
In September 2018, partner ad revenue in the Amberfog for VK app doubled compared to September 2017.
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