Digital outdoor advertising

Digital outdoor advertising with an auction model and payment per thousand OTS* is the newest stage of development in the DOOH (Digital Out of Home) market.

DOOH provides a quick and easy way for you to reach your target audience, paying only for real contacts and then continuing to communicate online with those who have seen your ads. Yandex DOOH allows you to conduct a variety of cross-media campaigns and manage your campaigns in real time.

Ads appear on digital billboards belonging to Yandex partners — the main operators of indoor and outdoor panels.

Flexible
management

You can choose the duration of your campaign, and stop or start the campaign at any time.

Precise targeting
for Indoor

You only pay for the contacts you are looking for — Yandex.Direct recognizes the age and gender of people in front of each screen, and counts them accordingly.

Retargeting
for Outdoor

Use Yandex.Audience to target users who were in your ad’s visible area when it appeared

Outdoor performance analytics

1. Assess the brand lift of your digital outdoor advertising with Yandex.Surveys

Launch a campaign, create a segment of users located within the visible area when the ad appeared, and survey them about the memorability of your ad or slogan.

2. Conduct A/B testing of changes in consumer activity online

Use Yandex.Audience to create a segment of users similar to those who were in the visible area of your outdoor advertising. Determine the difference in search queries between the two segments.

3. Analyze the impact on conversion

If the site has a Yandex.Metrica tag, find out which users came into contact with your outdoor campaign, target them with display or contextual ads, and get conversion reports.

What is best: Outdoor, Indoor or both?

The answer depends on your goals. You can start out by serving ads on just one billboard or location. Once the ads and the media contract are ready, it takes us just two days to launch your campaign.

We recommend you combine Outdoor + Indoor if you want maximum coverage and the option to retarget online.

Buying Outdoor gives you the opportunity to assess the audience covered and address it in the future. Payment is on a CPM basis for 1000 OTS.

Buying Indoor is important if you need confirmed contacts with your ads among audiences with a certain demographic profile. Payment is for CPMV — 1000 confirmed contacts using computer vision technology.

Ready to start?

Contact your personal Manager or send a request.

Send a request

Placement cost

Table 1

Package	Ad format: banner (pixel size)	The minimum СРМ (RUB)
Auction product. Outdoor	Static content Animated content	From 100
Auction product. Indoor	Static content Animated content Video	From 100

Package information

Advertising materials are placed on the means of digital outdoor advertising: Outdoor* and / or Indoor**.

Means of digital outdoor advertising — special stationary structures for advertising materials placement, which include various media of advertising materials, in particular, electronic displays, projection and other designed for the projection of advertising materials on any surface equipment and other technical means of stable territorial placement, located in the open area, as well as on the outer surfaces of buildings, structures, elements of street equipment, over the roadway of streets and roads or on them.

* Outdoor — means of digital outdoor advertising, representing a multi-format design with an advertising field in the form of LED-panels with high resolution and capable of transmitting up to 4.4 billion colors and shades.

** Indoor — means of digital outdoor advertising, representing the video screens and displays in various formats, digital video walls, advertising TV in rooms (Indoor TV), multi-media promotion stands, advertising on payment terminals.

Advertising materials are placed on the means of digital outdoor advertising, determined by the operator (the owner of digital outdoor advertising means).

Advertising materials shall be provided to Yandex by the advertiser not later than 15 (fifteen) calendar days prior to the date of intended placement.

Products “Auction product. Outdoor” and “Auction product. Indoor.” they are located on the territory of Russia. It is possible to place in the regions of Russia, where there are means of digital outdoor advertising for the product “Auction product. Outdoor” and / or Indoor for product “Auction product. Indoor.”
Possible settings: social and demographic targeting for product “Auction product. Indoor.”
The advertising materials must comply with the requirements set forth in the document “General rules for creating advertising materials for the Yandex video network”, posted on the Internet at: https://yandex.com/adv/requirements/videowebreq
Display of advertising materials and determining the cost of display is carried out according to the following rules:
a. The auction takes place in real time. As a result of the auction, the advertiser’s advertising materials will be shown, which were offered the highest rate for 1000 impressions (CPM), taking into account the entry threshold (the minimum CPM specified in Table 1). The rate may not exceed 2000 rubles (excluding VAT).
b. The cost of displaying advertising materials is determined by the principle of the auction of the first price: if the advertiser’s bid is the highest, the display of advertising materials is carried out at the bid price, but not less than the entry threshold (the minimum CPM specified in Table 1).
c. Auction step = 1 (one) ruble per thousand impressions (excluding VAT)
When calculating the cost of services, the seasonal coefficient is not applied.

Services are provided on terms and conditions described above together with the General terms and conditions available at: https://yandex.com/adv/general-provisions

* OTS — opportunity to see — an estimate of the number of contacts with the advertisement, including repeated contacts.