Aviapark. Increasing Time Spent on Website by 86%

CHALLENGE

Explore the potential of Smart TV as a new communication channel by measuring post-click traffic data.
Drive quality traffic to the website through an expanded split of digital tools.

ABOUT

Aviapark is one of the biggest shopping malls in Russia with a total area of about 400,000 square meters. It hosts over 350 stores, 50 restaurants and 20 entertainment spots.

SOLUTION

Smart TV ads have evolved from reach-based to performance models, driving real engagement with the right audience.

Smart TV devices are highly personalized, delivering content tailored to their users. For advertisers, this opens up an abundance of opportunities:

Targeted ads, brand lift surveys

Additional conversions

Other things that make Smart TV a competitive and powerful communication channel compared to traditional methods.

This is why it was a perfect fit for our campaign goals.

MAXIM LAPCHUK

Marketing Director, Aviapark

Testing new formats keeps us aligned with the market and helps find effective ways to optimize cost and quality metrics. By running video ads on Sber smart devices, with VTR% comparable to classic OLV metrics, we successfully drove high-quality traffic to the website. This proves that the channel works and it has potential for future campaigns.

SBER SMART DEVICES

As part of Aviapark’s New Year campaign, we tested new advertising inventory on Sber smart devices that connect to displays and can redirect users to the advertiser’s website. Our key objective was to explore the capabilities of Smart TV as a new communication channel by measuring post-click traffic data. Users were shown video ads when watching content on Sber smart devices. The target audience included Moscow residents interested in shopping, gifts, fashion, clothing, footwear, and accessories.

For years, Arena and Aviapark have been developing and testing different strategies to attract audiences. This time, the focus was on driving quality website traffic through an expanded split of digital tools.

For video ad placements, we picked Sber smart devices equipped with Salyut voice assistant. These devices include SberBox TV set-top box, smart TVs powered by Salyut TV OS, SberPortal smart display, SberBox Top media center, and the 3-in-1 SberBox Time speaker.

KIRILL VOROBYOV

Commercial Director, SberDevices

The real advantage of running video ads on Sber smart devices instead of classic Smart TVs is the option to click out to the advertiser’s app or website via built-in browser, while still using other services in the Sber ecosystem. Smart TV ads are perfect for brands with large audiences in sectors like FMCG, Pharma, Retail, HoReCa, Education, and other domains where brands need to grab audience’s attention, deliver special offers within context, and collect analytics data to track customer journeys and understand consumer behavior patterns.

ANDREY SENATOROV

Head of Customer Relations, Arena

Working with Aviapark, we got excellent results, comparable to organic traffic. The multi-roll format inside the Sber TV app helped us get the best cost per contact with the target audience, improved the quality of interactions, and drove more website visits. Smart devices help users tackle everyday tasks quickly, which builds brand loyalty. For example, with Sber services, users could find directions to the mall or check the list of stores in the mall. This solves the usual problem that traditional Smart TVs have—lack of user engagement.

RESULTS

Post-click data allow you to understand exactly who visits the website and why, whether the traffic corresponds to the target audience, how effective the ads are, what trends are currently on the market, and also allow you to track the location and language of users, the number and depth of visits to the landing pages and other important information.

+86%

More time spent on the website (compared to campaign averages, similar to organic traffic).

+21%

More page views per session (compared to campaign averages, which is also similar to organic traffic).

-31%

We decreased the bounce rate by 31% (compared to campaign averages).

TAKEAWAYS:

By using data from the Sber ecosystem, we were able to target the right audience across all smart devices. This was the key advantage that helped us drive high-quality traffic to Aviapark’s website.

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