Ad formats that are integrated into mobile devices can help tackle this challenge, and Yandex’s partnerships with ad suppliers ensures access to such placements.
The Russian mobile device market is growing every year. For instance, in 2023, smartphone sales increased by 26% compared to 2022. Mobile brands, such as Xiaomi, Realme, Huawei and others, led the sales, accounting for 79% of the import market. These and other brands already collaborate with Yandex, providing access to new ad placements.
Each of these brands has built-in native formats within the smartphone interfaces and pre-installed apps. One such format, Icon Ads, is now available in App Campaigns in Yandex Direct.
What are Icon Ads?
Icon Ads are simply icons of advertised apps. These ads are integrated into the smartphone interface as preinstalled apps, and enable one-click app downloads. Such ads appear native, piquing interest and trust.
Icon Ads are used for app ad campaigns in Yandex Direct. Launch your app campaigns to attract new users with a new format.
The multiple reply feature is a mechanism that enables an SSP to retrieve multiple banners with a single request. In one of our tests, we managed to reduce the number of requests to the Yandex DSP by threefold. This significantly reduces the load on our servers and saves our partners’ resources.
For the Icon Ads format, the multiple reply capability was a mandatory prerequisite. Our SSP partners needed a fair auction to weigh five icons from one platform against five icons from another. Therefore, we made revisions to add a new mechanic to our DSP.
With Icon Ads, advertisers have gained access to a new placement type that the market has long awaited.
ICON Ads provides excellent performance for both new user acquisition and retargeting. Eagllwin uses ICON Ads to help advertisers reach targeted users and get activation within ONE simple click, using its unique application distribution capability.
The introduction of Icon Ads and the implementation of multi-impression are steps towards enhancing the effectiveness of advertising campaigns. Looking ahead, we plan to introduce additional solutions to boost our partners’ advertising revenue.
