Roadside billboards 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.
Roadside billboards are tags with a company logo that appear on Yandex.Navigator maps. Billboards fit into the app interface organically and attract the attention of potential customers passing by in their cars. Advertisers set the area or neighborhood where their billboard will appear.
How it works
“Call”
“Visit the site”
“Where?”
How to set up
Advertisers can set time and frequency for their billboards to appear, target them by interests and demographic characteristics and use them as part of their media mix in retargeting campaigns. Using Yandex.Audience, for example, they can gather a segment of users who already saw their outdoor ads or visited their site, and target this segment with ads in Navigator.
Start advertising in Yandex.Navigator now
Placement cost
| Product name | Format of advertising materials | Deployment of advertising materials | CPM (euro) |
|---|---|---|---|
| Billboards along the route | Billboards (image in the.cdr or.png format) +“Baloon” (image in the format 1200×400 png) with buttons “Call”, “Save”, “Where?” | Yandex.Navigator application | 0,75 |
- Billboards are reference marks of the advertiser’s ad on the map in the mobile app Yandex.Navigator that contains the image provided by the advertiser and shown to the user only if the billboard locus determined by the advertiser is at a distance of 50 m to 500 m from the user’s route. If the user presses the billboard, a balloon pops up.
- At every moment of time no more than 1 (one) billboard is displayed for the user to see; billboards are chosen at random.
- The balloon contains one, two or none of the buttons below:
a) “Call” (if this button is pressed the application suggests a phone number to be dialed.
b) “Save” (if this button is pressed the advertiser’s action bid is saved in the section “Discounts and offers” of the mobile app Yandex. Navigator
c) “Where?” – if you press this button, you thus send a Yandex.Directory search request, the result being companies included in this guide. - Dynamic placement
- The cost of CPM is found using the following formula: CPM = 0.75*T*R, where
T – targeting coefficient used by the advertiser as per Table A;
R – quotient of the section where the advertiser places advertising materials as per Table B; - For “Other sections” section from Table B and when several targeting from Table A are used, the coefficients indicated in Tables A and B are consecutively multiplied.
- When coefficients of the Property and Auto sections are used from Table B with the simultaneous use of several targeting from Table A, only the maximum targeting quotient indicated in Table A applies.
Table А
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 quotient) Name of the section 3 Property section* 2 Auto section** 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