Advertising trends in the Yandex Video Network

The Yandex Video Network includes core Yandex services such as Kinopoisk, Yandex Video, Lessy, Yandex Weather, and Yandex Games, along with partner platforms. These include major news outlets and their apps, like RBC, Zen, and Pikabu, as well as video hosting platforms such as Rutube, social networks, TV channel websites like NTV, STS, Domashny, and streaming services, including SmartTV platforms.

Video advertising has been popular not only with large brands, but also with small and medium-sized businesses, for a long time. In H1 2024, the number of new advertisers in this sector increased by 18% compared to the same period last year.

Advertisers are increasingly purchasing video ads on Yandex without inventory type restrictions, using both InStream and OutStream formats to manage brand metrics across all available platforms and in various formats.

Advertising results on the Yandex Video Network

Display videos help meet business challenges at all stages of the marketing funnel, from building awareness to driving conversions.

Awareness

On average, advertising on the Yandex Video Network increases brand awareness by 10% and ad recall by 20%.

Consideration

Our smart display advertising strategies can help increase the likelihood of purchase consideration:

• The “Growth of Search queries” strategy allows for an average increase of 59% in brand queries for the advertiser.
• The “Growth of site visits” strategy triples the traffic to the advertiser’s resources on average.

Purchase

By leveraging the “Increase website conversions” strategy, brands have attracted over 59 million conversions.

These are the results businesses can achieve under favorable conditions. In H1 2024, the CPM for all videos on the Yandex Video Network decreased by 13.5% compared to the same period last year.

Additional settings can make your display videos even more effective. Videos with additional elements like a call-to-action button, headers, or a carousel see 30% more clicks than those without these elements*. By using a carousel, you can double your conversion rate**. By leveraging subtitles automatically generated by Yandex Direct, you can boost user engagement. Nearly 50% of users watch videos without sound: thanks to subtitles, you can communicate your message to them at no extra cost.

* Source: An internal test by Yandex. The test compared display videos with and without additional elements.

** Source: Results from the Hoff case study

Benefits of advertising on the Yandex Video Network

Pay only for viewable impressions

We evaluate impression viewability based on the MRC international standard and only count an impression if no less than 50% of the video creative was in the user’s viewable area for two consecutive seconds.

We measure reach in users rather than their devices

Thanks to Crypta technology, we combine anonymized data about the user’s devices into a single profile. This makes your targeting more precise, ensuring high-quality ad reach.

Protection against fraud and unwanted content

The real-time anti-fraud system filters out bots, ensuring you only pay for real user interactions. With Brand Safety, ads displayed alongside unwanted content are automatically restricted. We have described how this works in Help.

Advanced effectiveness analytics

The Search Lift, Visit Lift, and Target Lift surveys in Yandex Direct enable detailed campaign performance analysis. Depending on the survey, you can discover how your ads influenced brand search interest, site traffic, or conversion rates.