Advertising on digital billboards is sold with payment per thousand OTS (opportunities to see – an assessment of the number of contacts an advertisement has with its audience). Yandex’s own technology makes it possible to not only measure the audience reached, but also to use anonymized data about this audience to create a segment for retargeting in Yandex.Direct. Advertisers also receive data about the profile of the audience they reach, including their interests and demographic characteristics.
Auctions for outdoor digital advertising will resemble those for online advertising. Advertisers set their bids and their budget, and Yandex’s algorithms determine which ads to show on which billboard at any given moment. There are about 100 billboards currently taking part in auctions. The higher an advertiser’s bid, the more likely it is for their ad to receive the maximum number of contacts. Advertisers can manage their campaigns in real time, choose start and end dates, assess the performance of their campaigns, and set the frequency of contact for retargeting ads in the internet.
“We are creating a one-stop platform where advertisers can work with different formats at all stages of the sales funnel. Currently Yandex.Direct offers contextual advertising, smart banners, video ads, and display advertising. Soon advertisers in Yandex.Direct will be able to run cross-media campaigns including outdoor advertising via the auction model,” said Leonid Savkov, commercial director at Yandex.
“Making it possible to place digital outdoor advertising via Yandex’s unified advertising platform is a significant step for out-of-home advertising. As the leader in the digital out-of-home segment, Gallery will be the first operator to implement this placement format for its inventory. In conditions of slowed economic growth and strong competition, advertisers are demanding a transparent system to assess the performance of their marketing investments. This became possible as a result of the contact-based model that Gallery and Yandex brought to the market in 2017. Now with the involvement of Yandex.Direct, advertisers will be able to carry out omni-channel communication and interact with their target audience both online and offline,” said Boris Peshnyak, commercial director at Gallery.
Yandex’s proprietary technology made it possible to place outdoor advertising with payment per contact. In 2016, Yandex developed a system that made it possible to measure the audience of billboards and determine their demographic characteristics. Gallery has been using this system for over a year.
To gain access to Yandex.Display and place outdoor advertising, send a request on the site display.yandex.com and contact your Yandex manager.
Yandex.Direct is a unified platform for managing all kinds of Yandex advertising campaigns. Whether the goal is to attract new customers or retain current ones, Yandex.Direct allows advertisers to place ads on Yandex search results pages and on sites in the Yandex Advertising Network. Potential customers can see these ads on desktop computers, smartphones, digital billboards, and Smart TV applications.