How new formats work

• Premium Pin

Premium Pins are custom 3D markers in Yandex Navi&Maps that appear when a user is navigating near your business. When tapped, they reveal an advertising card with a call to action: users can build a route, visit your website, or call directly. This helps users find your organization, and learn about your special offers or promotions.

Unlike standard Pins, Premium Pins attract more attention with a distinctive 3D object (such as your brand’s logo or mascot), designed to stand out in the navigation interface. When a user clicks your Premium Pin, no other Pins or Billboards are shown at the same time — giving you exclusive, undivided attention, free from competitors.

63% of Yandex Navi users say Premium Pins feel natural and helpful, rather than disruptive, making them a seamless part of their journey.

• Branded Route

Brand the entire navigation route your potential customers are taking — and guide them to your business! Two targeting options are available:

• Route by category: reaches users searching for or navigating to any business in a specific category. For example, a flower shop can use Branded Route to show ads only to users looking for businesses in the “Flowers” or “Flowers and Gifts” categories. Targeting can include one or multiple categories.
• Route to organization: targets users who are heading directly to the brand’s location. For instance, a supermarket can use this option to inform users about promotions and special offers, encouraging additional purchases.

This format supports various visual components (Pins, Banners, Billboards), and works for both online and offline businesses. You can showcase your logo, highlight your message, promote limited-time offers, or even greet nearby users with exclusive deals as they pass by.

Branded Route is 100% competitor-free: only your brand elements appear along the user’s journey. Enjoy a flexible placement scenario with fixCPR (Cost per Route) pricing.

• Promo Object

Put your business on the map in a bold new way with a 3D Promo Object that’s impossible to miss. Visible to all users, this object expands into a full-screen interactive experience — such as a special offer or a gamified quiz.

This exclusive format is designed to be visually striking, engaging, and memorable — providing organic discovery for your brand and encouraging users to learn more about your current promotions.

Whether you’re promoting a new product, driving traffic to your store, or simply increasing brand awareness, the Promo Object ensures your business stands out.