Target and targeting: what is it? Targeting is a marketing term that means targeting advertising messages to a specific audience that moves within the specified parameters. Targeted advertising, or targeting, provides the ability to fine-tune advertising campaigns according to the specific demographic, interests, and behavioral characteristics of the target group. Targeting on Instagram and other social media Targeted advertising plays an important role in social media, in particular on popular platforms such as Instagram, Facebook, Twitter, and others. Due to the huge number of users, these platforms provide an opportunity for active advertisers to customize their campaigns to reach the exact audience that will be interested in their offers or products. Peculiarities of targeting on Instagram Demographic characteristics: Instagram allows you to set up targeting by age, gender, location, and language. Interests and Behavior: You can target your audience based...

The market has become tougher, more demanding, and competition has become faster. That's why we asked industry leaders a simple but important question: what three trends have they already incorporated into their strategy, what do they plan to completely rethink this year, and what are they willing to give up for the sake of growth? From crash games and dynamic personalization to ecosystem partnerships and global expertise. Only concrete decisions that are shaping 2026, right now. What three key trends for 2026 have you already incorporated into your strategy? Anastasia Ezehel, Head of PR NGM Game In 2026, we are not just following trends; we are shaping them, based on three fundamental shifts in player behavior: The era of crash games: this is no longer a trend, but a new reality. Crash games, which account for up to 35% of...

What worked yesterday is most likely dead today. It is more difficult to attract an audience, methods are outdated, and governments are introducing new restrictions. Artificial intelligence is also becoming both a competitor and an ally. So what should we do? Let's find out together! Audiences want video, not text Users are less likely to read long texts and more likely to consume short video content. This also applies to advertising: text teasers are losing out to dynamic videos on almost all platforms. TikTok, Reels, and YouTube Shorts are becoming the main sources of traffic. Classic landing pages with a “wall of text” are gradually being replaced by interactive formats — mini-games, quizzes, and storytelling in stories. Even in messengers, users are more likely to choose voice messages and video responses instead of text. Traffic has become fast, superficial, and...

Now mobile advertising takes up 75% of all digital budgets, as users spend more than 5 hours a day in mobile applications. Mobile advertising is no longer just a tool, but the basis of performance strategies for brands, companies and buyers. Below we will consider formats with real cases, the best mobile ads platform and effective tactics. Market status: why mobile advertising wins Mobile advertising in 2026 is an in-app ecosystem with 8 billion active devices. Also, regular banners can lose due to ad blockers. Currently, mobile advertising and its development prospects are closely tied to AI, which enables high-accuracy conversion predictions and targeted advertising that considers user privacy. For example, in Ukraine, TikTok Shops and Instagram Reels give vertical videos a conversion 4 times higher than horizontal formats. Therefore, mobile advertising is a must-have for performance campaigns. Top mobile...

Until recently, many people approached TikTok Ads with the same approach they used for Facebook or YouTube. Neat design, balanced graphics, corporate colors, perfectly matched fonts. Formally, everything is correct. But in the TikTok feed, such creatives often disappear in seconds, without even having time to convey the message. The problem is not with the algorithms or “poor presentation.” The problem is that TikTok reads videos differently. For the platform, it is not important how beautifully the video is designed, but whether it fits into the rhythm of the feed, whether it is convenient to watch on a phone, and whether it looks out of place among the usual content. TikTok does not have official lists of allowed colors or correct fonts. Instead, the platform constantly hints at how it evaluates creatives. Through format, dynamics, readability, and the first seconds...

Trustee Plus is a crypto wallet that has been in use since 2016, when not everyone knew what crypto was. This wallet has evolved into a financial hub for traders and affiliates. Its classic advantages speak for themselves, making it a must-have: Support for 30+ coins (TRC20, ERC20, SOL, NEAR); Ability to transfer crypto by phone number; Built-in card for crypto payments and IBAN withdrawals. However, the platform is not standing still: new features have been added that turn ordinary exchanges into points and cool cashback. The main stars we will be talking about are Trustee Points with prizes, Trustee Travel for savings, and improved gamification. Let's take a look at each of them with examples of benefits for users. Trustee Points: farm points for exchanges and leaderboard Each transaction in popular pairs BTC/ETH/USDC ↔ EUR (withdrawal to a card...

LinkedIn in 2025 is no longer just a social network for finding a job. It is a full-fledged market for attention, where everyone is fighting for a place in the feed: recruiters for candidates, marketers for leads, CEOs for recognition and trust. Competition has grown to the point where even good content can “fly by” the audience. The algorithm has become tougher and now coldly evaluates each publication: content is above all, reactions in the first minutes are critical, and empty posts do not get a second chance. In a world where thousands of the same thoughts and “wisdom” appear every day, authors return to the basic question: what works better in 2025, short posts or carousels? And this is where the most interesting part begins. How does the LinkedIn algorithm work now? The LinkedIn algorithm in 2025 stopped being...

Even the strongest prompt is only half the battle. In iGaming creatives, you can perfectly describe the style, camera angle, emotions, and offer... and still end up with a video that doesn't grab attention, doesn't hold attention, and doesn't convert. Because in real performance, the winners aren't those who write the "right" prompts, but those who know how to enhance them with small, almost invisible techniques. Mike Wiseman, a marketer, strategist, and creative who has worked his way from the chalkboard to the iGaming market, shows that the magic of conversion lies in the details. It's the micro-techniques of the first seconds, micro-emotions, a color palette tailored to the GEO, the effect of understatement, and social proof that make videos feel alive, human, and precisely attuned to the emotions. These nuances directly impact CTR, CR, and FTD, because viewers respond...

In today’s world, a brand doesn’t belong to a company, it belongs to search. Before someone buys your product, comes for an interview, or signs a contract, they open Google. And there, on the first page, everything is decided. One minute, ten results, a few clicks, and a person already has an opinion that is difficult, and sometimes impossible, to change. If the search results are filled with old forums, dubious reviews, or unverified news, the brand loses the battle before it even enters the field. That’s why SERM (Search Engine Reputation Management) has become not an option, but a mandatory part of digital hygiene. Its task is not to “remove negativity,” but to create an alternative, content that rises higher in search and builds trust. Because in a world where Google is the first interlocutor of every client, silence...