Paid Media

Display advertising is vital for building brand awareness and shaping brand perception. It helps deliver your key message to consumers through video, banner, and audio formats. The main goal of display advertising is to spark interest and generate demand.

There are several possible reasons:

• You’re not in the target audience. For example, the campaign may target people aged 18–34 in major cities, and the system identifies you as a different age or location.
• Advertising budget. Reaching 100% of the target audience with high frequency requires significant investment. There will always be a portion of the audience that doesn’t see the ad.
• Other factors: a user might have skipped the video, stepped away from the screen, not paid attention, or used an ad blocker.

Yes, you can — but a combined approach is more effective.

Video is great for storytelling and demonstrating your product or service in action. It’s the most memorable format.

Banners are an effective tool for increasing brand exposure, reaching audiences who missed the video, or reinforcing a message when brand awareness is already high.

The best results come from combining video and banner formats — they work best when used together.

The set of KPIs depends on your campaign objectives.

• Media KPIs: reach, impressions, frequency, viewability, VTR (View Through Rate), CTR (Click Through Rate), TRP (Target Rating Points).
• Brand KPIs (supported by media): brand awareness, product consideration, brand favorability, purchase intent.
• Cost-related KPIs: CPR (Cost Per Reach), CPM (Cost Per Mille), CPV (Cost Per View).

The budget is calculated individually based on the following:

• campaign goals;
• target audience;
• duration and placement period;
• competition level in your category.

A media plan is a detailed document that outlines how, where, and when your ads will be placed to achieve marketing goals. It includes:

• channels — where the ads will appear;
• formats — video, banners, text ads, etc.;
• timeline — campaign duration;
• budget — investment level;
• KPIs — reach, frequency, cost per contact, and other metrics for evaluating results.

Optimal frequency strikes a balance between memorability and avoiding audience fatigue. There’s no universal number — it depends on:

• goal: brand awareness campaigns require higher frequency than promotional messages;
• format: video usually requires fewer impressions than banners;
• audience: oversaturated audiences need more exposure;
• competition: in crowded markets, higher frequency is needed for visibility.

Our experts consider all these factors to tailor the optimal frequency for your goals.

There’s no one-size-fits-all rule. Watch the creative’s performance:

• if engagement drops or the video completion rate decreases — it’s time to refresh the creatives;
• monitor performance through analytics or brand research, such as YouTube Brand Lift surveys.

The lifespan of creatives depends on the brand, product, audience, and campaign — the best timing is often revealed during the campaign.

Yes, it is. According to independent data as of early 2025:

• only about 20% of YouTube users have a premium subscription that turns off ads;
• AdBlock is not widespread and is less effective on mobile apps, where most users are active;
• OTT platforms and YouTube channels with brand integrations don’t block ads.

Bottom line: Subscriptions and AdBlock pose challenges, but experienced professionals know how to overcome them — with the right channel mix, formats, and placement strategy.