Display advertising in Russia with Yandex

Display advertising

Yandex serves display ads to over 48 million users daily, accounting for 47% of the Russian internet audience (Source: TNS Web Index, July, 2018). Using images, video and audio content, and all sorts of special effects, advertisers can tap into this audience, appeal to users, and increase brand awareness.

High viewability standards

Display advertising is not just about visual features. Behind the scenes, there a powerful technological base provides coverage of your target audience while guaranteeing that you pay only for real impressions. The advantages of payment only for real impressions are complemented by the possibility of selecting your audience using various types of targeting — practically any characteristic important for your campaign’s success.

Geotargeting for Russian regions

Define which subjects and cities in the Russian Federation are part of your target audience.

Demographic targeting

Use categories like “gender,” “gender and age,” “gender, age, and income level” to filter out users unlikely to be interested in your ads.

Behavioral retargeting

Show ads to users who have previously visited your site or certain Yandex services.

Search retargeting

Focus on users with specific Yandex search queries.

Targeting by user category

Allows you to select an audience with a certain lifestyle, e.g. top managers, travelers or housewives.

Audience interests

Serve ads to users based on their interests.

Light TV viewers (LTV)

Targeting for users who watch less than 1 hour of TV a day — reach those users unlikely to see your TV ads

Segments from Yandex.Audience

Targets users from the advertiser’s client base. With the option to expand their reach to segments with similar audiences.

Select a platform

Place ads on the pages of Yandex services and partner sites for desktop computers or mobile platforms.

Desktop

Yandex media services and YAN partner sites

Mobile

Mobile-friendly sites of Yandex services and the YAN

Choosing a format

There are various forms of display ads: traditional banners, video clips, audio clips in between tracks on internet radio, as well as format specialized for mobile audiences.

Banner advertising

Yandex banners are not just classic 240×400, but also include branded backgrounds, full-width banners, and other eye-grabbing options. You can place banner ads on the pages of a network of 14 Yandex services and over 20,000 partner sites.

Video advertising

The Yandex Video Network features KinoPoisk, the largest film service in Russia, as well as the video resources of YAN partner sites.
On these sites, you can place a multi-roll — a promotional video which plays before or after film trailers or other online videos.

Audio ads

Place ads in the form of audio clips up to 30 seconds in length on Yandex.Radio, playing between tracks and at the end of playlists.

Choosing a purchase method

Yandex offers various purchase methods for display advertising, including fixed prices for a thousand impressions (CPM), package offerings, or by setting your own bids in the Media Auction in Yandex.Direct. Available options depend on the specific product.