Yandex digital outdoor advertising (or DOOH, digital out of home) consists of image creatives uploaded to the Yandex.Direct interface and shown on special constructions (billboards and supersites) alongside roads or junctions.
Digital outdoor advertising involves payment for 1000 OTS (Opportunity To See — an assessment of the number of audience contacts with the ad). OTS is calculated in real time based on users' location, speed and direction using Yandex's patented traffic light model. The OTS for impressions vary, even for one surface, given that the stream of traffic in front of them also varies over time.
Auctions for outdoor ads are similar to those for online ads: the ad with the highest bid wins auctions more often and, as a result, appears more often.
How to launch outdoor ads
You can launch outdoor ad campaigns using your account in Yandex.Direct. When setting up the campaign, you will choose bids for impressions, set your budget and select the surfaces where your ads will appear. You can select surfaces either from the map or using the list of addresses, where you will also see the forecast OTS for the surfaces you've selected.
Bid adjustments for weather and time slots make it possible to show different creatives in different conditions, increasing your campaign's effectiveness. You can assess campaign performance and manage impressions in real time in the Yandex.Direct interface.
After the campaign launches, Yandex.Audience will begin gathering a separate segments of anonymized users who saw the outdoor ads you launched. The data gathered can be used for retargeting when planning other ad campaigns, allowing you to interact with users throughout the entire sales funnel.
Step-by-step instructions on how to set up outdoor advertising campaigns in Yandex.Direct are available in the corresponding Help section.