MigCredit is one of the leaders of the Russian microfinance market. The company offers fast and convenient online loans, focusing on transparent terms, quick application, and user-friendly digital services. A key growth priority for the brand is expanding its audience and boosting engagement via modern digital channels, including CTV and Smart TV.
Increase brand awareness and acquire new customers on CPA through video ads in Connected TV apps.
Develop and launch a CTV campaign with 15–30 second video formats while ensuring measurability via AppsFlyer. Key metrics: installs, engagement, video completion (VTR), and target events (completed loan application).
The campaign was integrated via AppsFlyer MMP tracking with CTV attribution and post-view / post-click measurement.
Data was aggregated in the client’s CRM and BidRunner BI for daily analysis and optimization.
After the test period, we optimized frequency capping and creative rotation, which improved performance in the second half of the month.
You can embed video directly on the page (MP4/WebM with a poster and lazy-load) or use screenshots as placement examples (key frames, End Card, QR, CTA). A combined approach—poster + gallery of key frames + lightbox video—delivers maximum engagement with fast load times.
22,776 app installs
Average install-to-approved-loan application CR: 3.29%, with a peak of 6.52%
Average VTR: 93%, indicating strong video engagement
CTR of 0.48% for QR and End Card placements — outperforming market benchmarks CTV
After an adaptation period (1–2%), campaign efficiency consistently grew to 5–6% thanks to creative optimization, updated targeting, and frequency tuning.
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