Available targeting in Direct
There are more than 600 segments available for media and performance campaigns in Direct: from interests and behaviors to organizations visited and offline purchases.
General categories, such as «Finance,» are detailed to smaller categories, such as auto loans, consumer loans or installment loans. And «Home Appliances» — to appliances and deeper, to air conditioning equipment, vacuum cleaners and beauty equipment. Such detailing helps to better select the audience for advertising and better understand the content of the segment.
You can fully assess the content and depth of granularity on this page. All categories and segments that are available in Direct are listed here.
Audience
Male
Female
under 18 years old
18-24
25-34
35-44
45-54
от 55
Low
Average
High
Premium
Married
Not Married
Planning children
With children from 1 to 3 years old
With children from 3 to 6 years old
With children from 6 to 11 years old
With children from 11 to 16 years old
With children under 1 year
With children of any age
Upcoming birthday
Buyers, accountants, financiers
Couriers
Designers
Marketers
Frontend developers
HR managers
Lawyers
Marketers
Medics
ML developers
Mobile app developers
Pharmacists
Purchasing managers
Real estate agents, realtors
SEO specialists
Software developers
Taxi driver
Teachers
Truckers
Do not watch or rarely watch TV
Watch a lot of TV
Use Wi-Fi from mobile devices
Frequently use mobile internet
Spend a lot of time on the internet
Rarely spend time on internet
Frequently use internet on smartphone
Rarely use internet on smartphone
Active on social networks
Buying online
Electronic buyers
Beauty buyers
Buyers of goods for construction and repair
Children’s goods buyers
Auto buyers
Sport and recreation customers
Furniture buyers
Hobby and crafts buyers
Zoo and pet goods buyers
Smartphone buyers
Household goods buyers
Gamer buyers
Clothing and footwear buyers
Food buyers
Home and garden buyers
Buyers of education products
Buyers of computers and laptops
Buyers of household cleaning products
Use smartphones up to 15,000 RUB
Use smartphones 15-25,000 RUB
Use smartphones 25-35,000 RUB
Use smartphones 35-50,000 RUB
Use smartphones worth 50,000-100,000 rubles
Use Android smartphones
Use iOS smartphones
Use Windows smartphones
Use Android tablets
Use iOS tablets
Use Windows tablets
Use a Smart TV
Car owners
Bicyclists
Motorcyclists
Taxi passengers
Fast food
Cafes
Coffee shops
Pizzerias
Restaurants
Canteens
Japanese cuisine
Liquor stores
Household appliance and electronics stores
Stores of children's goods
Pet stores and veterinary services
Computer stores
Furniture and home decor stores
Clothing, footwear, and accessories stores
Real estate agency
Sales office for apartments in new buildings
Commercial real estate sales and rentals
Renovation, fishing, construction materials, design
Universities
Kindergartens
Additional education
Secondary special education
Schools
Baths and saunas
Bars
Zoos, dolphinariums, aquariums
Hookah bars
Cinemas
Museums
Night clubs
Parks
Amusement parks
Family entertainment and game centers
Entertainment centers
Theatres
Circuses
Aquatics
Sporting goods stores
Sports facilities
Fitness and yoga
Car services
Gas stations and parking lots
Spare parts stores
Car sales
Hotels
Health resorts and recreation centers
Hostels
Courts
Banks and ATMs
Postal and courier services
Beauty
Legal services
Shopping centers
Philharmonia
Music clubs
Conservatories
Concert halls
Tobacco shops
Microcredit organizations
Veterinary clinics
Beauty salons
Pharmacy
Jewelry stores
Grocery stores
Soft drinks
Toys for babies
Baby products
Baby food
Coffee
Budget cosmetics
Low-alcohol beverages
Juices
Cats products
Sweets
Dishwasher products
Snacks
Drinking water
Cheese
Tea
Energy drinks
Iced tea
Shaving products
Dog supplies
Juices over 80 ₽ per liter
Baby diapers
Dairy products
Household chemicals
Hair care products
Chips
Laundry detergents
Yogurt
Travel around the world
Travel around the country
Accounting services
Advertising
Business owners
Businesses
Creating sites and marketing
Franchising
Leasing
Legal support
Starting a business
Planning to open a business
Small and medium-sized businesses
Trucking and transport services
Built-in ovens
Kitchen worktop
Dishwashers
Kitchen hoods
Refrigerators
Stoves
Blenders
Coffee makers or coffee machines
Grinders, food processors and choppers
Juicers
Slow cookers
Steamers, convection ovens, mini ovens and toasters, breadmakers
Wall-mounted air conditioners and split systems
Vacuum cleaners
Washing machines
Hair styling appliances
Men's electric razors
Teeth cleaning appliances
Women's electric razors and epilators
Caucasian cuisine
Chinese cuisine
Coffee
Cooking
Fast food
Food delivery
Grocery delivery
Italian cuisine
Japanese cuisine
Organic food
Russian cuisine
Tea
Vegetarians and vegans
Water delivery
Rodents and reptiles
Bird food
Cat food
Dog food
Fish food
Small pet food
Birds
Cats
Dogs
Fish
Pet supplies
Office supplies
Decorative cosmetics for eyes
Decorative cosmetics for lips
Decorative cosmetics for nails
Decorative face cosmetics
Body care
Clinics
Nail service
Allergy medicines
Cold and flu medicines
Contact lenses
Diagnostic equipment
Orthopedics, orthopedic wares
Painkillers
Pharmacies and medicine
Sedative
Vitamins and dietary supplements
Men's perfume
Women's perfume
Professional body cosmetics
Professional facial cosmetics
Professional hair cosmetics
Healthy food
Hair care products
Hair coloring products
Hair shampoo
Hair styling
Dentistry
Facial care
Commercial rentals
Daily and hourly apartment rentals
Event space rentals
Long-term apartment and room rental
Vacation home rentals
Vacation home with daily rental
Commercial property
Country real estate
Luxury real estate
Recently moved
Residential property
Residential real estate in new bulidings
Advertising courses
Continuing education and courses
Learning languages
Learning programming
School
Study abroad
Supplementary courses for children
Universities
Bags and suitcases
Glasses
Watches
Diamond jewelry
Silver jewelry
Gold jewelry
Kids shoes
Men's shoes
Sports shoes
Women's shoes
Baby clothes
Children's clothing
Men's clothing
Outerwear
Sports wear
Women's clothing
Beachwear
Premium clothing, footwear and accessories
Second hand shops
Bus stations
Car rentals
Cruises
Hiking and sports tourism
Hotels
Recreation for children
Ski holidays
Tickets
Train tickets
Travel insurance
Vacation Australia and Oceania
Vacation in America
Vacation in the Murmansk region
Vacations in Africa
Vacations in Altai
Vacations in Asia
Vacations in Europe
Vacations in Kaliningrad region
Vacations in Kazan
Vacations in Moscow
Vacations in Russia and the CIS
Vacations in Saint Petersburg
Vacations in Sochi
Vacations in Yekaterinburg
Vacations in the Golden Ring of Russia
Vacations in the Lake Baikal area
Wedding guests
Gifts for men
Gifts for women
Flowers
Jobs in accounting and finance
Jobs in agriculture
Jobs in construction
Jobs in education
Jobs in health care
Jobs in IT
Internship
Job searches
Jobs in law
Jobs in management and administration
Jobs in manufacturing
Part-time work
Jobs in recreation and tourism
Jobs in retail sales
Jobs in sales and marketing
Jobs in transportation and utilities
Work abroad
Remote
Dancing
Computer games
Gaming console
Cybersport
Mobile games
Sony PlayStation, Xbox or Nintendo Switch
Action films
Adventure
Biographies
Children's movies
Comedy
Documentaries
Dramas
Family films and cartoons
Go to the cinema
Historical films
Horror
Melodramas
Movie tickets
Musicals
Mystery
Sci-fi
TV shows
Thrillers
Books: classical literature
Books: fantasy and science fiction
Books: comics and manga
Design
Concerts
Musical instruments
Fishing
Hunting
Museums
Paid subscription to streaming services (movies, music, books or games)
Restaurants
TV
Theatres
Agricultural equipment and machinery
Baby food
Babysitters
Pregnancy and childbirth
Weddings
Baby carriages
Baby toys
Children's bicycles
Children's books
Children's scooters
Children's toys
Diapers
Shopping for school
Discounts
Basketball
Cycling
Diving
Figure skating
Fitness
Football
Hockey
Riding
Martial arts
Motosports
Power sports
Rock climbing and mountaineering
Roller skating
Sailing
Shooting
Skateboarding
Skiing
Snowboarding
Sporting goods
Sports nutrition
Swimming
Table tennis
Tennis
Volleyball
Yoga
"Smart home" systems
Gardening tools
Lawn care equipment
Plants and seeds
Interior design
Bathroom furniture
Bedroom furniture
Beds
Cabinets
Chairs
Entryway furniture
Nursery furniture
Kitchen furniture
Living room furniture
Mattresses
Office furniture
Tables
Upholstered furniture
Carpets
Home storage systems
Lighting
Tableware
Textiles
Interior design
People planning renovations
Building tools
Coating materials
Doors
Fences
Flooring
Gates
Plumbing
Power tools
Roofs and gutters
Siding and façade panels
Stretched ceilings
Tile
Wallpaper
Windows
Security systems and alarms
Internet access
Mobile communications
Satellite and cable TV
Audi
BMW
Chery
Chevrolet
Citroën
Ford
Geely
Haval
Honda
Hyundai
Infinity
Jeep
Kia
Lada
Land Rover
Lexus
Mazda
Mercedes-Benz
Mini
Mitsubishi
Nissan
Opel
Peugeot
Renault
Skoda
Subaru
Suzuki
Toyota
Volkswagen
Volvo
Automotive parts and accessories
Business class cers
CASCO automobile insurance
Car and heavy machinery leasing
Car insurance
Car maintenance
Car seats
Cars
Compact MPVs
Compact cars
Convertible cars
Crossovers
Driver training
Executive class cars
Family cars
Middle class cars
Minivans
Pickups
SUVs
Sports cars
Station wagons
Third-party liability insurance
Tires and wheels
Town cars
Tractor-trailers
Used cars
Vans
Engine oil
ATVs
Mopeds
Motorcycles
Scooters
Snowmobiles
Bank deposits
Car loans
Consumer credit
Credit cards
Debit card
Cash management services
Deposits for businesses
Loans for businesses
Forex
Installment buying
Investments
Loan refinancing
Loans
Microfinance organizations
Money transfers to CIS countries
Mortgages
Online banking
Payment technologies
Fixed audio
Headphones
Portable audio equipment
Televisions and plasma televisions
Game console
Keyboards and input devices
Desktop computers
Laptops
Monitors
Tablets
Mobile phones and smartphones for 15,000-25,000 rubles
Mobile phones and smartphones for 25,000-35,000 rubles
Mobile phones and smartphones for 35,000-50,000 rubles
Mobile phones and smartphones over 50,000 rubles
Mobile phones and smartphones under 15,000 rubles
Photo and video cameras
Printers and multifunctional devices
Smart watches and bracelets
Genres and subjects
Auto
Business
Interior
Household tips
cottage and garden
Cats
Dogs
Articles about animals
Cafes and fast food
Cooking
Healthy eating
Restaurants and bars
News and tips
Reviews
eSports
Online games
Art and entertainment
Children's literature
Domestic literature
Foreign literature
literature for study and rest
Computers and electronics
Adult content
Cosmetics
Fitness
Health
News and tips
Popular science
Scientific articles
Real estate
Education
Domestic tourism
Flights and hotels
Foreign tourism
News and tips
Content for children
Content for parents
Family life
Basketball
Bodybuilding
Hockey
Martial arts
Outdoor and extreme sports
Soccer
Sport news
Finance
Clothing
Groceries
Household goods
News and tips
Art and entertainment
Auto
Beauty and helth
Books and literature
Business
Computers and electronics
Education
Family and children
Finance
Food and drinks
Games
Home and garden
Pets
Real estate
Science
Shopping, buying
Sports
Travel
Adult content
Movie genres
Action
Animated
Comedy
Crime
Foreign
Horror
Romance
Russia
Science fiction
Soviet
Thriller