Context
Business challenge
After scaling back Telegram Ads, we needed to maintain media reach while keeping acquisition costs within plan.
Edtech · programming courses
Smart TV in place of Telegram Ads
Replacing reduced Telegram Ads activity with video advertising through Yandex Direct on smart TVs, using a QR code.
Objective
What needed to change
Find a replacement channel, keep the ad spend-to-revenue ratio at the planned 30% and improve the quality of leads for programming courses.
What we did
Changed the media channel
Moved part of the reach objective to smart TV advertising through Yandex Direct.
Produced a one-minute video
Used a video featuring the product's founder to explain the course's value in their own voice.
Added a tracked QR code
Made visits measurable and linked views to subsequent applications.
Results
Media reach was maintained, lead quality improved by 30%, and the ad spend-to-revenue ratio stayed at the planned 30%.
- +30%
- lead quality
- 30%
- planned ad spend-to-revenue ratio
- 1 min
- video featuring the founder
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