How Indoor ads work
Advertising surfaces are located in areas where people typically stand and wait. They are equipped with video cameras that measure the flow of foot traffic in front of the panels (in a similar manner to the digital billboards used for digital out-of-home ads). The cameras determine the socio-demographic profile of the panel's audience when they are, for example, waiting in line at the supermarket. Then, using this information, Yandex.Direct selects the right ad, buys the impression via auction and then displays it on the digital panel. If there is no one in front of the screen, or if they are standing with their back to the screen, then no ad impression will take place.
Impressions for Indoor ads are sold via RTB auction with payment for 1000 OTS (Opportunity To See) — contacts between people and your advertisement.
There are currently over 3,500 surfaces available in supermarkets, pharmacies and beauty salons in Moscow and other cities.
Features of Indoor ads in Yandex.Direct
Flexible settings. In the Yandex.Direct interface, you set your own bids for panels in the retail outlets that interest you, serve ads on the screens of several operators simultaneously, and can start and stop your impressions at any time.
Precise targeting. You choose the age and gender characteristics and set bid adjustments for them.
Low cost of entry. Launch your campaigns quickly and easily with a budget of just 300 rubles per day (excluding VAT).
Indoor ads are already available in the Yandex.Direct interface. To launch your own campaigns, go to the "Display campaigns" section and then create an "Indoor advertising" ad group.