You can now use interest and behavior-based targeting in unified performance campaigns for mobile apps. This option is only available in campaigns with the “Attract new users” goal and impressions in the Yandex Advertising Network.

Available audience segments

• Interests. Users with specific interests, identified based on their online behavior. For example, people interested in pet products, food delivery, or sports shoes.
• Organizations and places. Users who visit specific places in the city. For example, pet shops, clothing and footwear stores, and pizzerias.
• Look-alike sites. Users who visit sites that share a similar topic to the ones specified. For example, a site selling sneakers, a site for a pizzeria, or a site for a pet shop.
• Look-alike apps. Users who use apps that share a similar topic to the ones specified. For example, a specific bank’s app or the Yandex Music app.

What interests and habits to apply in specific industries

The updated targeting will help apps across a variety of industries find loyal users and future customers. Let’s look at some examples.

Online store or marketplace

Attract people who are interested in a specific product category, for example:

• Sports equipment: Target people who go to fitness clubs and yoga centers and love football, table tennis, or skiing
• Household goods: Use interests such as “Cottage and garden”, “Residential property”, “Gardening tools”, or target users who are planning repairs

Services and retailers offering delivery of groceries or ready-to-eat meals

Reach food lovers, families, or those mindful of their diet using the right targeting options:

• Food lovers: Target users who are interested in Chinese cuisine and use restaurant apps
• Families: Target people who are married and have children
• People who watch their weight: Target users who are interested in health, are mindful of their diets, and use workout apps.

Tour organizers

Attract outdoor enthusiasts and culture lovers to your app:

• Outdoor enthusiasts: Use interests such as “Hiking and sports tourism”, “Fishing”, and “Snowboarding”
• Fans of cultural events: Target users who visit theaters, museums, or those who visit sites with event guides

Entertainment apps

Online cinemas, video hosting platforms, and game publishers can attract users who are interested in mobile games, buy gaming products, visit streaming sites, go to the movies, or like comedy or fiction.

How to use the new targeting capabilities

Simply choose targeting options from the available list or enter a custom audience description Yandex Advertising neural algorithms will suggest suitable interests and habits, places frequented by potential leads, sites they may visit, and apps they may use.

For more information about this type of targeting and how it works, see Help.