Roadside pins in Yandex.Navigator
Yandex.Navigator is the co-pilot and assistant for 17 million drivers in Russia: plans the best route in light of current traffic conditions and offers tips on how to reach their destinations as fast as possible. Navigator gives voice instructions about when to turn, where there are speed cameras, and how to avoid road works and traffic jams.
Branded pins appear on the map with the brand’s logo and caption on user routes. They help to increase brand recognition, provide valuable information about a store’s locations to potential customers and allow advertisers to tell them about special offers or promotions. With a tap on the pin, users can open the ad fully and adjust their route in order to make a stop at the company being advertised.
Format advantages
How it looks
The advertising message can contain:
- A logo and text or an image banner.
- A “Call” button allowing the user to make a call to find out more about the offer.
- A “Visit the site” button, redirecting the user to a page with detailed information about the product or service.
Placement cost
| Service package | Format of advertising materials | Deployment of advertising materials | СРМ (euro) |
|---|---|---|---|
| Pins along the route* | 1. Branded mark:
2. Pin card:
| Yandex.Navigator app | 0.75 |
- Pins along the route is a Branded company mark that includes a title and subtitle on the map in the Yandex.Navigator app. Pins are shown to the user only if the advertiser’s company is quartered on the user’s route, when the latter is roughly 1 km away from the company’s quarters. If the users presses Pin, the Pin Card pops up.
- Pin Card contains a company banner, title and address from Yandex.Directory, the button “drive in” and additional optional “call” button.
“Drive in” – when this button is pressed, a route to the company’s quarters is built with reference to the company’s coordinates from Yandex.Directory.
“Call” – when this button is pressed, the user is suggested an outgoing call to the phone number indicated by the advertiser, if the user’s gadget supports this function.
- Geotargeting – Russia.
- CPM cost is found using the following formula: CPM = 0,75*T*R, where
T is the targeting coefficient used by the advertiser, according to Table A;
R is a quotient of the section where the advertiser places advertising materials, according to Table B. - For ‘Other sections’ section from Table B and if several targetings are used from Table A, coefficients indicated in Tables A and B are consecutively multiplied.
- If coefficients from Property or Auto sections from Table B are used with simultaneous use of several targeting from Table A, only the maximum targeting quotient is used, the one indicated in Table A.
Table A
T (targeting coefficient) Targeting 1 Geotargeting 1 Segments of the Yandex.Audiences service 1,1 Social-demographic 1,25 Audience interests Table B
R (section coefficient) Section name 3 Property* 2 Auto** 1 Other sections*** * “Property” is advertising materials where the object of advertising is the sale and lease of residential real estate, developers, real estate agencies, information about commercial real estate, sale offices, etc.
** “Auto” is placement of advertising materials in the Automobile Dealerships section of the Yandex.Maps service – a guidebook of firms.
*** “Other sections” is other stuff, except for what is indicated under the footnotes “*” and “**”.
- When calculating the cost of services, the seasonal coefficient is not applied