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How do native ads Layfhaker
Edition / / December 27, 2019
This native ads (true native) - is content created by the publication in partnership with advertisers who corresponds to the editorial policy and style of publications, no secret of its commercial nature, and openly said to What is done. This native advertising solves business challenges of the advertiser and the consumer benefits.
We believe that advertising can benefit.
We are interested to work with those who have a product or service that's cool solve problems and simplify the reader's life.
12 years ago we started as a small amateur draft and did everything on pure enthusiasm: wrong, learn, grow. Much has changed over the years. Now we are one of the leaders in the field of native ads, and our team consists of experienced professionals who are able to solve any problem efficiently. But we are just as much love what we do.
Alex Sexton, publisher Layfhakera
Our principles
- We do not publish the finished materials. We know your audience and can create content better than anyone else.
- Commercial nature of the material must be clearly marked marked "The affiliate material".
- We have no standard solutions. We come up with ideas individually for each client, to solve it is his problem.
- The reader should be clear, in whose favor made material. This is indicated by the logo and the mention in the text.
- We keep the law on advertising: do not work with tobacco, microloans, binary options, financial pyramids and gambling games, be wary of Badam, check the medication on the proven effectiveness, do not write about politics and religion. We can refuse to work with a product that is questionable, not benefits or whose benefits have not been confirmed.
- We promise the result, which can guarantee and almost always overfulfils KPI.
In 2018 the average number of unique views on the text - 30 904.
Average transitions - 8.18%.
The average time on the page - 3:28.
Examples of partner materials →
How we are working
We do more than three hundred projects a year and a lot of attention to the construction and improvement of business processes. The commercial department is working for obvious algorithm, in which each does his own thing and knows the responsibilities of others.
Now commercial projects production process looks like.
the sale
Work with the client begins with the sales department. Our task - to understand the client's objectives and to offer him a solution to help them achieve.
Sales manager needs to understand marketing trends and to know what to advise the client. And yet, the manager - a true patriot. It is impossible to sell something that you do not love with all my heart. We know exactly what we are doing cool and efficient design, and that all parties involved are laid out to the maximum, regardless of the transaction amount.
Olga Makarova, commercial director
In the business may have different goals:
- get more product orders;
- talk about a new product;
- explain the advantages over its competitors;
- to create or improve your image.
We do not work on the CPA. We will tell you about the product so that the reader wanted to give it a try. What will happen next - it depends on the experience that he will get on your site.
The result of the negotiations - the brief with the most complete information about the product, audience, time and purpose of the campaign. To come up with cool ideas on this the brief - the problem of creativity.
The more information in the brief, the more relevant are the ideas for materials.
If you do not want to fill in the brief, ask our sales manager to do it with your words.
Creative
The starting point for the creative becomes insight - understanding the true reason that urges audiences to consume the client's product.
Creators come up with a few ideas to help customers to choose from. The result of their work - the presentation, which describes the task, the idea way to realization of the idea (formats and mechanics) and place the brand.
Distinguish a very good idea of not very good easy. Good idea loud clicks like Lemarshana box, and you podskakivash - here it is! matching puzzle mechanics is also quite simple: you just need to find the perfect metaphor for the client's product. Share it so that it was interesting and useful to readers, not to lie and not to promise too much. And since when you click the box Lemarshana usually come Cenobite, you need to roll out the metaphor of slides in the presentation. This process is almost painful, is like the anecdote about the burning bear explain. And so three or four times a day. Kaif!
Sergey Haber, head of the creative team
Better understand your expectations references of help: if you like our solutions or solutions of other publications, show them and explain what you think the best in each example.
The formats that we usually offer:
-
Article. The basic format Layfhakera, which shows the best results of conversion.
Example article → -
Test. Material that you want to share. Informative, fun, or all at once.
Test Example → -
Card. A detailed analysis of topics with study of fears and barriers that are associated with it. Suitable for integration of complex or new products, which in a few words can not tell.
EXAMPLE cards → -
Overview. Author testing gadgets, websites, apps, and honestly tells about his impressions from a user perspective. If the product is really good, the survey - the best way to show it.
Review example → -
Hyde. Suitable for the analysis of bulk. Spread everything on the shelves, make easy navigation and are set on a separate page.
EXAMPLE → Gajda -
Special project. Anything. Crazy game horror story, historical interactive project, Video tour of the Moscow experiment refusal of mobile communications - we do it all for you and come up with something new and no less cool.
Interactive project about the history of real estate in Moscow: case "Layfhakera" and PIK →
Productions
While coming up with creative ideas, account manager prepares documents and calculates a media plan that describes the idea at a Glance: views, unique visitors, reach.
Account manager leads the project from the idea to the final report. He poses the problem of commercial edition, to control the timing, work with the revisions, the implementation of the KP and ensures that the client was satisfied.
Give feedback! Share your statistics to help us analyze the results of the placement and to understand how to improve it.
Commercial edition
Editorial works closely with the creative team. Often we think together how to screw the subject or to come up with a powerful header. The main task of wording - to develop a theme so that the material was interesting and useful, and the product was organic integration and efficient.
It so happens that I write an affiliate article and in the end she would like to buy something, what I write. So I had a map and Layfhakera "Tinkoff Bank", Simca of Yota, an iron with a steam generator and a cool vacuum cleaner. So now I am glad every month keshbeku, cuddle things two times faster and less energy spend on cleaning.
Elizabeth Platonov author
For commercial texts work the same strict quality standards as for the editorial.
We are between the editors and the client and should take into account the interests of both the others. My task - to monitor compliance with editorial and able to find the words to explain to the client why we have done so, and not otherwise. If, because of concessions to the client affected the quality of the text - is a bad impact on the efficiency of the placement.
Tatyana Nikitina, chief editor of special projects
Work on the text goes in stages. The author is preparing a draft, the editor looks and advises that you need to modify. Client show packed full text: title, lead, cover and illustration, banner, links to the product.
Again, give feedback! Tell us what you liked and what is not, and why. Operational and reasoned comments will help make the material better.
Illustrations are drawn when ready the first draft. The commercial papers, we try to create illustrations for each author's text.
Cover - this as a showcase: the brighter and more interesting it is, the more people will go to the text. A bad picture can hack to death a good article, and a vivid illustration can save not the most successful. More we make tests, and sometimes carry out non-standard tasks: for a partnership project I designed sticker!
Daniel Berkovskiy, illustrator
Video
To work on special projects, in which there is a video, connect video production department. Before you start filming, write a script: a sequence of scenes, voice-over, place the brand.
Making edits in the video - the most expensive process, so we put this script in maximum detail. Treat the scenario carefully to approve all the details before shooting. Video content works online and in social networks, but the main thing - it's a cool illustration for the project, which significantly increases the coverage.
Once we were engaged in an advertising project for Huawei. Shot very sharp characters, among which was Pasha Zanozin - sports commentator of the First Channel. I never thought I would sit in the commentator cabin. Advertising projects Layfhakera for me - it is an opportunity to implement their ideas, communicate with interesting people and visit new places that have never visited.
Irina Rogava leading
Our main video format - "Layfchek". In it we check on itself different life situations. For example, can live 7 days for 700 rubles. It is important to honestly tell you what happened in the end. For example, in the video for the project with Capcom Ira first tries to play computer games and share their experiences.
Vukolov Anton, head of video production department
Distribution
distribution team goal - to provide the maximum number of transitions in materials and coverage of publications. These indicators are related: the greater the coverage, the more chances to get a lot of transitions.
Native advertising is generally positively perceived by the audience and gets good coverage and transitions in social networks. But we have only a few seconds to catch the attention of the user, so the post must be succinct headline, clear eyeliner and bright cover.
Sergei Varlamov, head of distribution
To publish a blog, we use the service TargetingS. Comments "VKontakte" track via the bot, Facebook are monitoring through alerts. This helps to timely respond to user comments.
Each format corresponds to the standard package announcement. If you need additional announcement - please inform the sales manager.
As we consider the effectiveness of
We guarantee unique views, forecast shows and coverage.
We use the standard system - Google Analytics and Yandex metric - as well as editorial services analysts. To evaluate the effectiveness of advertising placement are looking for unique views, articles dochityvaniya, the average time on the page transitions in the client's site. If something goes wrong, we'll know about it and change the strategy announcement.
Elena Zeleneva analyst
Dates of training materials
- Creative - 1-3 days.
- Article, the test card - 3-5 days.
- Special project - 2-4 weeks.
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