Display campaigns in Yandex.Direct
Display campaigns are an auction product designed to raise brand awareness, offering a wide range of targeting settings to reach your target audience — by keywords or user profile — and CPM payment.
Display ads are great for telling a large number of users about new products or services, raising brand awareness or getting back in contact with previous customers. Eye-catching banners with interactive elements grab users’ attention, help to create emotional links with your brand and strengthen customer loyalty.
Main advantages of display campaigns in Yandex.Direct
Flexible settings
Payment only for real impressions
Yandex strict antifraud protection
All-in-one Yandex.Direct interface
Effective cross-scenarios
High-quality audiences and environment
Grow your business with Display campaigns in Yandex.Direct
Formats of advertising materials
Banners appear in the following formats: 160×600, 240×400, 240×600, 300×250, 300×300, 300×500, 300×600, 320×50, 320×100, 320×480, 336×280, 480×320, 728×90, 970×250, 1000×120 pixels. Start serving smart banners in as many or as few formats as you wish.
Advertising materials should prepared in accordance with the technical requirements for advertising materials in Yandex.Direct.
Placement cost
| Product name | Ad type | Inventory type | Device type | Minimal CPM (rub.)* | Minimal CPV (rub.)** |
|---|---|---|---|---|---|
| Display campaigns on Yandex Direct | Banner | Banner formats : 300×250, 300×300, 240×400, 240×600, 300×500, 300×600, 320×50, 320×480, 336×280, 480×320, 1456×180, 1000×120 | Desktop, mobile, devices with Smart TV function | From 5 rub. | No |
| Display campaigns on Yandex Direct | Video | Streaming video (multi-roll), video in text content, video in applications, rewarded video: | Desktop, mobile, devices with Smart TV function | From 5 rub. | 0.1 rub. |
| Display campaigns on Yandex Direct | Connected TV | Streaming video (multi-roll) | Devices with Smart TV function | From 5 rub. | 0.1 rub. |
| Display campaigns on Yandex Direct | Video banner | Video banner formats: 300×250, 240×400, 240×600, 300×300, 300×500, 300×600, 320×480, 336×280, 970×250 | Desktop, mobile, devices with Smart TV function | From 5 rub. | No |
*CPM — payment per 1,000 impressions. It applies to the following strategies:
1) Maximum impressions at minimum price
2) Reduced price for repeat impressions
3) Growth of brand metrics
4) Growth of Search queries
5) Growth of website visits
6) Growth of target actions on the website
7) Manual bid management
**CPV — payment for watching the entire video, or watching the video up to the 30th second (if the video is > 30 seconds), or clicking through to the advertiser’s website. It applies to the following strategies:
Payment for views.
- The display of materials for ad types: “Banner,” “Video,” “Video Banner” is carried out in accordance with Targeting to advertising networks. Yandex does not give any warranties that Materials for ad types “Banner,” “Video,” “Video Banner” will be shown on all media platforms of the Yandex Advertising Network. The possibility of displaying materials also depends on the entry threshold established by the media platform.
- Different banner and video banner formats can be chosen for the “Banner” and “Video Banner” ad types.
- Various inventory types can be disabled for the “Video” ad type, including streaming video (multi-roll), video in text content, video in applications, and rewarded video
- Different device types — desktop, Smart TV-enabled devices, and mobile devices — can be disabled for the “Video” ad type.
- For the purposes of providing the service for “Banner” and “Video Banner” ad types, the customer is required to provide a banner/video banner of at least one format listed in Table 1 (Auction). Yandex does not give any warranties as the regards the display of materials in all formats listed in Table 1 (Auction). Materials must comply with the requirements set forth in the document “Technical Requirements for HTML5 Banner in Yandex Direct,” available on the Internet at: https://yandex.ru/support/direct/ru/products-cpm-campaign/requirements, https://yandex.ru/support/direct/ru/products-cpm-campaign-videobanner/builder.
- For the purposes of providing the service for the “Video” ad type, the customer is required to provide a video clip with a duration between 6 seconds and 60 seconds. Yandex does not guarantee the display of materials in all types of inventory listed in Table 1 (Auction). Materials must comply with the requirements set forth in the document “General Rules for Creating Materials for the Yandex Video Network,” available on the Internet at: https://yandex.ru/support/direct/ru/products-cpm-campaign-video/create
- Available settings:
a. Frequency capping per user
b. Geographic targeting
c. By user profile: socio-demographic targeting, audience interests, phrase targeting (only for banners and video banners), “Audiences” service segments, “Metrika” service segments and goals, behavioral attributes, marital status, children, profession
d. Settings specified in subparagraphs a, b, c or a, b, d may be applied simultaneously. However, simultaneous application of settings c and d is not possible.
Settings specified in subparagraphs a, b, c or a, b, d may be applied simultaneously. However, simultaneous application of settings c and d is not possible.
- The following rules govern how materials are displayed and how display costs are determined:
a. The auction takes place in real time. As a result of the auction, the customer’s material with the highest bid per 1000 impressions (CPM) will be displayed, taking into account the entry threshold (minimum CPM indicated in Table 1) and the settings provided in paragraphs 7-9 above.
b. The cost of displaying the material is determined by the second-price auction principle: if the customer’s bid is the highest, the material is displayed at a price sufficient to win (the second highest bid + auction increment), but no less than the entry threshold (minimum CPM indicated in Table 1 (Auction)).
c. The maximum CPM bid is 3000 rubles (excluding VAT).
d. The auction step is 10 (ten) kopecks per thousand impressions (excluding VAT).
- It is possible to select a viewability standard:
“MRC Standard” — an impression is registered when at least 50% of the video remains visible to the user for 2 consecutive seconds, or when at least 50% of a banner/video banner stays visible for 1 second.