Russia Gets a Unified Tool for Measuring Advertising Effectiveness
MTS AdTech has introduced a new analytics platform designed to measure advertising performance across multiple media channels, giving brands a consolidated view of how campaigns perform across television, digital platforms, outdoor advertising and influencer integrations.
The new product, called Multi-Touch Attribution, or MTA, gives advertisers access to a single report combining performance data from multiple channels, including outdoor advertising, digital campaigns, blogger integrations and television.
How the Platform Measures Campaign Performance
The system is built around MTS’s capabilities as a telecom operator to connect disparate audience interaction signals through a single persistent identifier. Reports become available roughly two months after a campaign ends.
To validate results, the platform uses data from industry measurement providers including Adriver, Weborama and Mediascope. Data collection methods vary depending on the media channel involved. Contacts with outdoor advertising are tracked using mobile base station data. Digital campaigns rely on verification pixels and counters placed on advertiser-owned resources. Television viewership data is generated using the OTT/IPTV at media platform KION in combination with Mediascope analytics. OTT, or Over-the-Top delivery, refers to streaming video and audio content directly over the internet, while IPTV distributes television content through internet protocols. Data for influencer integrations comes from partner datasets provided by Who Is Blogger.
Advertising Was Measured As in the Olden Days
Until now, advertisers typically measured reach and campaign effectiveness separately for each media category. That fragmented approach made it difficult to understand the overall impact of a campaign or determine which channel actually drove the strongest business result.
“Historically, every participant in the advertising market measured effectiveness only within the boundaries of its own platform. Television focused on reach and GRP, or Gross Rating Point, digital platforms tracked clicks and impressions, while outdoor advertising relied on OTS, or Opportunity To See, metrics,” says Irina Fominova, Director of Strategic Marketing and Research at MTS AdTech.
“These metrics are not directly comparable and do not answer the question of how different channels collectively contribute to business outcomes. Multi-touch attribution makes it possible to combine data about the customer journey across different media channels using audience identifiers and independent verification.”
Real-World Testing Across Multiple Campaigns
MTS has already tested the tool on its own advertising campaigns. The MTS AdTech analytics and research center conducted a large-scale analysis of an omnichannel MTS campaign that included all four media categories: outdoor advertising, television, digital platforms and influencer integrations. The study helped determine the real contribution of each channel to conversions and identify the most effective audience touchpoints.
In parallel, the platform was tested with external clients, including jewelry brand MIUZ Diamonds in partnership with advertising agency ADV. Researchers evaluated the effectiveness of digital advertising placements and DOOH, or digital out-of-home, advertising structures.
Using MTS big data infrastructure allowed analysts to connect contacts with outdoor advertising to later audience actions. MIUZ Diamonds Head of Digital Marketing Communications Olga Semenova described the practical value of the system.
“For us, it was critically important to understand how media channel synergy, as well as each channel individually, contributed to business outcomes and translated into brand sales. Multi-touch attribution allowed us to make media impact measurable and adapt future advertising campaigns based on the results we received,” she says.
Toward a More Mature Advertising Market
The launch of Multi-Touch Attribution marks another step toward a more mature advertising measurement ecosystem in Russia. The market is gradually moving away from evaluating campaigns channel by channel and toward models focused on the user journey as a whole and the real contribution each interaction makes to the final outcome.
In practice, MTS AdTech is offering advertisers a way to stitch together television, outdoor advertising, digital platforms and influencer campaigns into a unified measurement framework. That capability is particularly important for large brands investing simultaneously across multiple media channels while trying to understand which media mix actually produces results.
Industry analysts expect demand for cross-media analytics, omnichannel reporting and tools connecting advertising exposure to sales performance to continue growing in Russia over the next several years. Those systems could help companies spend advertising budgets more efficiently by directing investments toward channels that generate measurable business results and revenue. At the same time, they may establish a new standard for transparency in advertising investments.
