CHALLENGE
- Improve the efficiency of mobile advertising
- Reduce app install cost (CPI)
- Increase the number of app downloads
ABOUT
Avito is Russia’s largest online classifieds platform, according to SimilarWeb. It ranks among the country’s most visited websites, alongside Yandex, Google, and Mail.ru.
SOLUTION
To meet Avito’s goals, we developed a universal template consisting of seven structured content parts. Each part had a specific function, purpose, and predefined duration.
For example, the Problem part aimed to capture the audience’s attention and establish a connection. It introduced the brand, logo, and product while presenting a specific challenge for a user—such as making sure a car’s history is clean or finding the right spare parts. Duration of this part was five seconds.
The Solution part showcased how the Avito app addressed the problem, focusing entirely on product capabilities within three to five seconds. Each subsequent content part followed the same structured approach, from feature highlights to a clear call to action.
BENEFITS OF TEMPLATED PRODUCTION OF DYNAMIC CREATIVES
Duration adjustments were possible without the need for additional shooting, significantly reducing costs.
With an overwhelming amount of content to produce and ever decreasing deadlines, creative production must be faster, more structured, and less «sacred». Every element of a creative should serve a clear purpose. Dynamic creatives (any asset that’s not static) add storytelling, facilitate engagement, and help build a connection with the audience.
Our Creative Adaptability Template, or C.A.T., ensures every necessary set of creatives is produced for proper campaign execution. Over time, this approach will become even more autonomous and automated, requiring minimal human intervention.
EVOLUTION OF CREATIVES PRODUCTION
A template-driven approach is not just about simplification. It helps to add system and structure to the elements of dynamic creatives while allowing flexibility in brand storytelling. It is brand’s nature and positioning that determine the sequence and content within a template.
At Arena, we employ eight narrative structures, selecting the best fit based on a brand’s mission, values, role in the life of a consumer, and communication style.
For Avito, we used the narrative an experience brand, which focuses on solving user challenges through the product’s unique advantages. Among Avito’s key features and differentiators are seller ratings and buyer reviews. They help users assess product quality and whether they can trust the seller or not.
The storyline followed a clear progression: presenting a problem, demonstrating product features as a solution, providing a step-by-step guide and adding an emotional response to the result. We also incorporated additional RTBs (Reasons to Believe)—trust-building elements that provided information about the Avito platform and improved credibility. Finally, the video concluded with a clear and concise call to action.
The campaign featuring templated video creatives was designed for brand image and awareness. The goal was to showcase Avito’s key advantages (seller ratings and customer reviews), guide users through a clear step-by-step journey, and build trust. At the same time, every video included a direct call to action: download the app and find the products you need on Avito. By leveraging a structured, templated approach to production of creative assets, we and our customer achieved results comparable to performance-driven ad placements.
Reduction in the average cost of creative production (including master versions, resizes, and different video lengths).
Decrease in cost per install (CPI), depending on the format.
CPI of videos for improving brand image and awareness was 30% lower than the benchmark for discount-driven ads.
Templating allowed for the creation of multiple ad formats, enabling us to test and identify the most efficient assets. The best performing ad in AdMob was a 15-second video with a 2×3 aspect ratio, confirming the hypothesis that optimal video length strikes a balance: they must be long enough to build awareness and short enough to keep the viewer engaged.
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