Kyivstar operator and Ukrainian analytics platform Nexinsight have introduced a joint tool that allows you to evaluate the effectiveness of advertising campaigns even when the user does not click on the banner or video ad. The system analyzes a person’s behavior for two weeks after contact with the ad and shows whether they return to the site or application on their own.
Kyivstar operator and Ukrainian analytics platform Nexinsight have introduced a joint tool that allows you to evaluate the effectiveness of advertising campaigns even when the user does not click on the banner or video ad. The system analyzes a person’s behavior for two weeks after contact with the ad and shows whether they return to the site or application on their own.
According to Forbes Ukraine, Nexinsight records users who are guaranteed to have seen the ad, and Big Data Kyivstar uses mathematical models to track their further activity and divides them into segments. As a result, the business receives a report showing how different audience groups reacted to the campaign, how many people returned later, from which channels the traffic came, and what the offline results were.
The key idea behind the development is that the impact of advertising is not limited to the click at the moment of display. If a user saw a banner, but visited the site a few days later directly or from another source, the tool allows you to record this and take it into account when evaluating the results. This way, marketers can see real reach, deferred demand, and the share of the audience that returned without direct interaction with the ad.
Nexinsight explains that the tool allows you to compare the effectiveness of different channels, creatives and messages. Companies can assess which formats work best to attract new users and which ones to return those who were already familiar with the brand. The reports also highlight interaction between platforms, which is important for campaigns that are launched in multiple environments in parallel.
Technologically, the solution is based on Kyivstar telecom data arrays and Nexinsight trackers, which work with various traffic sources: local and international DSPs, sales houses and publishers. The only limitation is that the system does not integrate with Meta platforms. Despite this, the developers position the product as a universal tool for brands actively working in digital advertising.
For the Ukrainian market, this approach is important against the backdrop of a gradual shift away from classic metrics like CTR. Advertisers need to understand not only how many people clicked, but also how the ad affected their behavior in general and what real return on investment the campaign provides. Nexinsight already specializes in measuring the effectiveness of advertising activities and website audiences, so the partnership with the largest mobile operator strengthens its capabilities in working with big data.
Previously, dev.ua wrote about how the Ukrainian operator Kyivstar is starting preparations for nationwide testing of SpaceX’s innovative Starlink Direct to Cell technology. The second stage will cover all territories of Ukraine, except for border zones, areas of combat operations, and temporarily occupied territories.
