Testing of Video Creatives Appeared in Yandex.Vzglyad (Vision)

Now in Yandex.Vision, you can not only quickly conduct market research and determine the interests of the audience, but also evaluate the creativity of the video, compare the results with industry indicators, and get recommendations for improving it.

It is easy to get feedback on your video creativity: you need to upload an ad video to the platform, indicate the brand, industry, and target audience. After that, hundreds of Yandex.Toloka respondents who match the given audience portrait will watch the video in a few minutes and answer pre-modeled questions. Then the system will aggregate the data, note the positives and shortcomings of the video, and give recommendations on how to improve it. This information will allow you to make the necessary changes and make an informed decision about launching the creative.

Advertisers will receive a ready-made report, which will reflect the overall assessment of the video relative to the market, as well as the assessment according to thirteen key criteria. The system will not only analyze the video sequence, evaluate the desire to purchase the advertised product, but also show whether it meets the needs of the modern consumer – how much it simplifies life and saves time. Analytics can be obtained only in Yandex.View. The service specialists selected the criteria based on international marketing research, including GfK and Euromonitor International.

Irina Karpova, the Head of Yandex.Vision has been quoted saying:

The task of the advertiser is to form associations with the product, create the right image, and inspire sympathy for the brand among consumers. At the center of video creativity is how it looks in the eyes of viewers, so it is important for a business to take into account the emotional response of the consumer and its values. After analyzing a huge amount of data, we learned how to choose the best video before starting a campaign – and are ready to share this expertise with the market. The combination of disparate ratings makes our tool versatile and useful for brand managers, analysts, and marketers.

The pilot version of the tool became available to Yandex.Vyaz customers last summer; about 400 tests were conducted during the closed period. Testing creatives is available to advertisers at no additional cost if they launch video campaigns in Yandex.Direct with pay-per-impression pay-per-impression starting at RUB 500,000 per month.

Dan Taylor
Dan Taylor is an experienced SEO consultant and has worked with brands and companies on optimizing for Russia (and Yandex) for a number of years. Winner of the inaugural 2018 TechSEO Boost competition, webmaster at HreflangChecker.com and Sloth.Cloud, and founder of RussianSearchNews.com.