VK: real estate companies increased spending on digital investments by 125%
VK specialists analyzed and found out how business investments in digital promotion changed from January to September 2022 compared to the same period in 2021. The results of the study are described in a press release available to Lenta.ru.
According to the platform’s experts, real estate companies increased the most costs during this period (125 percent), while dating services, on the contrary, reduced investments the most (42 percent). The largest industries that invested in advertising were e-commerce – online stores, marketplaces and classifieds, as well as finance, leisure and entertainment.
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Not only the real estate sector showed high growth rates, but also household goods (64 percent), education and work (53 percent), leisure and entertainment (50 percent), and e-commerce (41 percent). The automotive business cut costs by 13 percent, FMCG by 24 percent, and home appliances and electronics by 33 percent.
Commenting on the report, company representative Stanislav Bonbin pointed out that advertisers are actively investing in tools and formats that bring the desired result. “Business needs clear, simple and effective tools that will help you get the maximum result for the ruble invested in promotion. In the development of marketing technologies, we rely on automation to help companies communicate effectively with their customers, and audiences to receive interesting content and relevant offers. To do this, we launched a single platform VK Advertising,” he stressed.
The press release states that over the past nine months, posts on social networks have become the main format for business. The second place was taken by ads that themselves adapt to available sites and placements, taking into account user preferences. In third place was the carousel, with which a business can show a whole series of products and services in one ad. The most notable growth compared to other formats was seen in social media story and clip ads (136 percent), as well as rewarded videos (71 percent) and digital outdoor ads (58 percent).
VK experts mentioned that most often business promotes communities on social networks, in which potential buyers and clients are offered goods and services, talk about work and the latest news. The cost of such advertising rose by 37 percent. Websites are in second place in popularity, and mobile applications are in third place, the investment in promotion of which is growing the fastest (84 percent).
Earlier, the Russian service of short videos “VK Clips” summed up the results of 2022 and named the most popular video of 2022.
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