Start from Home
Millions of users in Russia start their day on the Yandex Home page. The page has just one single banner, which does a great job with the oldest of advertising goals: getting an audience's attention. This banner helps brands fight back against seasonal drops in sales, stand out from their competitors and tell the maximum number of people online about new products. Here are just a few examples of successful campaigns on the Home page: a sharp increase in brand recognition and tripled offline sales.
Now, being a small- or medium-sized business no longer prevents you from starting your own success story with this popular display product: even a small budget is enough to launch your own display campaign on the Home page.
At the same time, larger brands will remain the main purchasers of the Home page banner and will continue to acquire these premium impressions in Yandex.Display with the best CPM and priority in impressions.
How it works
Display campaigns on the Yandex Home page are auction products in Yandex.Direct with CPM payment. These campaigns allow you to set both time and geotargeting, and choose the version of the Home page where your ads will appear: desktop or mobile. The branched geotargeting tree in Yandex.Direct allows you to pinpoint the cities whose users you want to reach. There are also strategies available for display campaigns in Yandex.Direct for flexible purchasing on your conditions:
A special price forecast right in the interface will help you get an idea of the audience you can reach with your budget.
Effective chains of communication
To continue interacting with users, who saw your display banner on the Home page, gather them into a segment and respond to demand using various retargeting scenarios:
How do Home page banners in Yandex.Direct differ from those in Yandex.Display?
Separate face control
Only the highest-quality banners make it to the Yandex home page. Whether they come from Yandex.Display or Yandex.Direct, banners must pass additional moderation with expanded criteria. We are conscientious of the content on any Yandex site, but the Home page especially. It is the face of Yandex, and each moderator works meticulously to maintain a high level of quality of the banners that appear there. That having been said, your banners can pass moderation quickly and easily if you follow the basic rules when preparing your creatives.
To maximize your reach (what this product is best for), it is best to create banners in three sizes right away: 728×90 and 1456×180 (for desktop impressions with higher resolutions) and 640×134 for mobile devices. You can start your impressions on the Home page, however, with any one of these formats.
Here's a very simple tip: keep your creatives simple. No matter how effective an ad format is on its own, the right creative makes all the difference. We've observed this in our client cases. We usually see the best results for those banners that get a key message across to their audience, e.g. announcing a new film or offering a new credit line. Ads with a clear message are much better than those that leave users wondering what's being advertised.
You can read more about display campaigns on the Home page in the corresponding Yandex.Direct Help section.
Prices and impressions
The main difference between display products in Yandex.Display and Yandex.Direct is in the pricing and priority of impressions. The best CPM goes for year-long placements in Yandex.Display. Regular buyers of Home page impressions have considerable advantages: their impressions get priority and they get each thousand impressions for at least 30% less than auction placements via Yandex.Direct. Yandex.Direct, however, makes the Yandex Home page accessible even to advertisers with smaller budgets. It takes a small amount of planning to get Home page banners going even for a short period.
Given that banners from Yandex.Display have priority on the Home page, focus on the price forecast when placing via Yandex.Direct — it will help you plan your display campaigns.
The arrival of video auctions and display campaigns to the Home page in Yandex.Direct highlights the expanding possibilities for the one-stop digital platform as a means for businesses to communicate with users.
Flexible result-oriented display tools show strong growth — this is visible in advertisers' decisions to reallocate their budgets in favor of them. So we will continue to develop products with auction-model pricing and various targeting types to respond to the demand for advertising products and technologies that help advertisers reach their goals in the most effective way possible.