Alfa-Bank Launches Full-Screen Video Ads in Its App
Alfa-Bank has added full-screen video ads for third-party brands to its mobile app: the video is shown immediately after login. The first partner was Okko with a trailer for the series "Half-Life".
Alfa-Bank has added a video full-screen banner for third-party brands to its mobile app: the video automatically takes up the entire smartphone screen immediately after the user logs in. The first partner in the launch was the Okko online streaming service, which adapted a fragment of the trailer for the series "Half-Life" to the new format.
The update expanded the ad inventory of the banking app, Alfa-Bank's press service said. In addition to the video itself, the format allows the placement of a link leading to the advertiser's website or app. The ads are available to users of all major mobile operating systems.
The bank expects the new tool to give advertisers the advantages of classic digital media: building image-driven communications, working with the emotional side of a brand, and using a video format with maximum audience engagement.
What the First Advertiser Says
Okko Media Director Andrey Ivashkevich explained the choice of the platform by the logic of promoting major content:
"To promote major content projects, it is important to find formats that allow you to quickly immerse the audience in the atmosphere of the story and draw attention to the premiere. The video full-screen format makes it possible to work with the emotional component of communication and use a video content format familiar to viewers in a new digital environment."
Put simply: the bank sold the streaming service not a click, but an emotion. This is exactly what Alfa-Bank is betting on.
Why the Bank Needs Image Advertising
Yulia Garbuzova, Commercial Director for Advertising at Alfa-Bank's e-commerce platform, admitted that the advertising market has long underestimated banking apps. According to her, they were mostly perceived as a channel for performance campaigns — direct response and sales tools. However, such platforms can also be used for image-driven promotion, she believes.
The launch of video advertising became part of the development of Alfa-Bank's advertising products and its entire e-commerce business. The company intends to expand the banking app's capabilities as an advertising platform for media tasks — alongside performance promotion.
Where the Fintech Media Market Is Heading
Media formats in banking apps are emerging as a separate segment of the advertising market. In late September, representatives of Alfa-Bank and other financial organizations discussed the prospects of fintech media: the potential of banking platforms for image campaigns and the need to develop unified approaches to measuring their effectiveness.
The discussion showed that banks are serious about positioning their apps as full-fledged media channels. The launch of full-screen video is the first concrete step in this direction.
Ekaterina Larina
Source: AdIndex
More from Екатерина Ларина
132 articles
Related articles
- Elvis Presley Song Rights Holders Demand $41.1 Million from Anthropic
- Pinduoduo and Anthropic paid Kazakhstan 8 billion tenge in taxes
- Disney Will Show Super Bowl 2027 Through the Eyes of Star Wars Characters
- Mom's Touch to Open 50 Restaurants in Kazakhstan with Shin-Line
- Prada answered AI slop with a pencil: 6 million views and mice in the style of Disney