Advertising on Vkontakte: what’s new?
Vkontakte’s dynamic system is always growing, developing and changing its functionalities. To continue having success in the competitive digital market – with the continuous growth of Facebook and Instagram in Russia – more new and unique approaches need to be found.
RuNet users were afraid Vkontakte would become a new Odnoklassniki, due to a more aggressive advertising system after Pavel Durov, VK founder and ex-CEO, was removed from his position in April as a result of shareholders wars.
New adv formats
On 19th August, 2014 the third block of targeted advertisment on VK was announced (source: Siliconrus). As it was before, the targeted advertisment is placed on the left side of the VK page.
Instead of moving with the page scroll – as it happens on Odnoclassniki adv – on VK the ad block is fixed, making it less invasive. Yet, the third block is invisible to some browsers.
Also, the 4th block of advertising appeared, to promote VK applications.
VK managers believe that new block would facilitate the decrease of the price of advertising on VK; also, it would compensate the shift of VK users from desktop to mobile.
If you want to know more on the social network’s adv system: All you need to know about advertising on Vkontakte.
From 1st of June, 2014 the new format of advertisment ”Offers” became available on VK (source: vk.com). Now 3 formats of advertising are available on VK: targeted, paid marketplace and offers.
Offers are based on a series of tasks for VK users, such as joining a community, downloading an application and such, for which they are rewarded with ”votes” – virtual VK currency, which is equal to 23,6 rubles. Each action gives 2 “votes”; they can be used by users to pay in the applications on VK, to buy VK stickers, and to offer virtual VK gifts to their friends (although it is impossible to convert ”votes” into rubles).
Advertisers have the possibility to target their audience, therefore choosing which users will be asked to complete the tasks. The target settings allow to allocate the users by geography, age, sex, browsers they use and by the offers they already completed.
The advantages of such an easy way to attract the followers are obvious, yet there are some downsides too. Let’s have a closer look to the cons of using ”Offers”.
- Followers you attract this way may not be interested in your products.
- They are not loyal to your product (community, application), hence they would not stay with you for a long time, even if the policy of the ”Offers” is trying to protect you from the deviant users’ behaviour by monitoring early unsubscribing. So, in the long run many of the “easy” followers might leave the community. Of course, if interesting content is provided, the audience will be interested in the product and brand.
- ‘Offers” is legal format of VK advertising, yet overusing the ”Offers” system could cause issues with VK support.
Possible future features
Executive director of VK Dmitry Sergeev announced the plans to launch the mobile advertising on mobile version of VK during the summer 2014 (source: adindex.ru). He stated that the advertising would be focused only on promoting internal VK products such as VK applications and communities, and would not work with the external advertisers.
According to Siliconrus, the new feature will be rolled out on 15th September, 2014, with targeted ads available only to promote mobile applications.
The Number One social network in Russia is going to continue developing in order to protect their leading positions; satisfy the users needs and help the companies to communicate their audience more effectively. Let’s see how VKontakte would surprise us next time!