Sbermarketing and Maer have developed a merch effectiveness calculator – Kommersant

SberMarketing and the Maer media holding have created a methodology for the effectiveness of merch (branded products), a company representative told Kommersant. The assessment was developed with the support of the research center of the Association of Communication Agencies of Russia (AKAR).

For the assessment, the main industrial methodologies and approaches that are used to calculate classic advertising tools, such as outdoor and indoor advertising, were used, a company representative clarified. First, experts estimate the number of people who could see the merch (OTS estimate); at the second stage, the frequency of viewing branded products is calculated. After this, the coverage of the number of people who saw the merch at least once is determined, and at the end the CPT indicator is calculated – the cost of 1 thousand impressions of branded products.

Companies will more actively use merch as a marketing tool, because now it has become possible to evaluate its effectiveness, says SberMarketing CEO Stanislav Andreev: “It has a number of undeniable advantages, including long-term and repeated contacts in a person’s immediate environment and a high level of trust.” Compared to other advertising channels, with a monthly assessment, merch has an inexpensive cost of impressions – 300 rubles.

According to a study by an advertising agency and Maer, 80% of Russians own merch, and 86% use what they have. In total, 1.5 thousand Russians aged 18 to 60 years living in cities with a population of more than 100 thousand people were surveyed. The average duration of use of merch, depending on its type, is two to four years, while branded tableware is used the longest: “It is in demand 247 days a year.”

Yulia Yurasova