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2019 FINALIST MEDIA/MEDIA INNOVATION AND MEDIA IDEA RUSSIAN FEDERATION
Tarifishe context pre-rolls
RAN IN: Russia
Audience: An advanced audience (20-35 years), with an average income, prefers online content to classic TV. They watch movies and TV serials online. This audience is tired from advertising, tries to avoid or skip it. They are not affected by classic promotional mechanics anymore.
Objectives: Business objective To achieve the share of Tarifishe sales in the overall MTS tariffs sales not less than 25%. Tarifishe - high-value tariff in terms of ARPU (average revenue per subscriber). Marketing objective To form knowledge about Tarifishe among the selected audience segment. Communication objective To form knowledge "You can watch online content without thinking about traffic with Tarifishe". KPI - the amount of views of pre-rolls should be not lower than the benchmarks of the platform, selected for placement.
Language: English, Russian