Avito Advertising has launched a new advertising account for legal entities. According to the company, this is the first service that combines Avito's key technologies to address the challenges of medium and large businesses.
The new advertising account operates on an auction model: algorithms take into account the advertiser's bid, the quality of the "creative," and the relevance of the advertising message to users. The starting cost per click is one ruble.
Avito stated:
The account combines the platform's recommendation technologies, tens of thousands of diverse targeting options, and anonymized data about audience interests. Algorithms use information about the interests and behavior of the audience and, based on this, show relevant ads to Avito visitors.
At the first stage, campaigns can be launched in three formats. These include: text and graphic block, video advertising, and dynamic HTML5 banner. The number of formats in the advertising account will increase this year. Two payment models are available in the advertising account: cost per mille (CPM) and cost per click (CPC). The price per thousand visible impressions or per click can be managed manually. The minimum budget for launching campaigns starts from 5,000 rubles.
The new platform features adaptive "creatives": algorithms automatically select banner sizes depending on the proportions of the ad space. This avoids the need to create multiple images for different ad formats. The advertiser only needs to upload headlines, texts, images, or videos to the account.
The "creatives" are marked automatically and do not affect the speed of campaign launch: the platform is seamlessly integrated with the advertising data operator.
