►To introduce the target audience to a new product from NTV-Plus and to warm up interest in it.

►Maximize coverage of the target audience of the product.

►Achieve VTR (video viewing ratio) above the average in the category "cinema/video services".

The development of the concept began with the study of the audience: experts analyzed the site visitors and identified the core of the target audience. They became generation X, family people with children, qualified specialists and active Internet users who pay special attention to the choice of content to watch.

For effective coverage, we have focused on:
- Targeting selection at different stages of the sales funnel;

- A creative concept based on the interests and needs of potential consumers.

Approach:
1) Surprise. The video begins with an atypical situation in a bus and taxi, so the viewer becomes curious: "What will happen next?"

2) Brightness and contrast. Heroes of movies and TV series make the picture colorful thanks to costumes and characters.

3) Fast pace. Even in a 20-second video, the dialogue is short and clear — there is no tightness.

4) Communication with the audience. At the end of the clips, the main character looks into the camera and appeals to the audience with a call to action.

5) Entertainment, not explanation. We talk about the benefits of online TV vividly and through humor, without focusing on problems.

When we analyzed the portrait of the target audience, we decided that an entertaining presentation would be best suited. Therefore, in the videos we combined humor and intrigue. This combination affects emotions, which means it increases memorability and brand loyalty. The creatives focus on the main advantage of the product: now you can watch broadcasts anywhere and on any device. We wanted not only to entertain the user, but also to keep his attention so that he watched the video to the end.

The specialists made two versions of the commercials, which changed at different stages of the advertising campaign. For a catchy plot, the recommendations from Google were taken into account when developing creatives:

Each creative is 6, 10 and 20 seconds long for different formats. The agency used two tools:

TrueView In-Stream preroll for videos in 10 and 20 seconds. The advantage of the format is that the user chooses whether to watch the commercial to the end or not. So you can understand whether the video is interesting to the audience who sees it.

Bumper Ads with non-stop 6-second clips before the start of the main video. The format affects recognition and memorability. At the same time, it is the least expensive among all formats on YouTube.

► 47% of the audience is covered from the available YouTube inventory (22.27 million unique users) in the Display&Video 360 system

►The TrueView video's visibility is 1.5 times higher in comparison with benchmarks in the "cinema/video services" category.

►The searchability on mobile devices for the TrueView format is 7% higher than on the desktop.

►The cost of full viewing (CPV) for TrueView format videos is 38% lower, compared to the optimal cost of purchasing benchmarks in the category "cinema/video services" (0.6 rubles).