Video

Videos in ads are short videos ranging from 5 to 60 seconds. Shoot your video and upload it when creating an ad. Videos can appear in combinatorial ads instead of images on eligible platforms and across the Yandex Video Network. Just like with any combinatorial ads in Yandex Direct, you only pay for clicks.

Besides in-banner videos, an ad can be served in other formats:

• InStream (multi-roll): The ad is embedded in the video stream to be played back at the start, in the middle, or at the end of the main video.
• OutStream: Video ads are embedded into web pages.
• Interstitial: Video ads play in a mobile app before content loads or changes.
• Rewarded video: Video ads play in mobile games. Users receive a reward or in-game currency for watching them.

For more information about performance video formats, see How to make your performance ads stand out and drive more conversions with video.

Advantages

Visibility

By using video, you can enhance the appeal of your ads and clearly showcase the benefits of your product or service. A colorful ad with a video attracts more attention than a static text ad.

Brand awareness

Ads containing the brand's own unique videos help users develop brand awareness and create relevant associations with the company or product.

Counting impressions using IAB and MRC

Yandex uses strict viewability criteria: video impressions count after two seconds, provided that at least 50% of the video player area* is continuously present in the viewable area of the screen.

How do I add a video?

You can add a video when creating or editing an ad in a unified performance campaign, in the Campaign Wizard, or with a Quick start. Upload a new video, select a previously added video from the gallery, or use an AI-generated video.

Keep in mind that videos must comply with our advertising policies and technical requirements.

Technical requirements for videos

Format	MP4, WebM, MOV, QT, FLV, AVI
Size	no larger than 100 MB
Duration	between 5 and 60 sec
Recommended aspect ratio	16 : 9; 1 : 1; 9 : 16
Minimum resolution	360p
Recommended resolution	1080p
Video frame rate	from 20 fps
Video codecs	H.264, VP6F, VP8, Theora
Number of video tracks	1
Minimum quality	44 kHz, 16 Kbit/s, stereo
Audio codecs	AAC, MP3, Vorbis
Number of audio tracks	no more than 1
File codec	avc1, F4V, isom, M4A, M4V, mmp4, mp41, mp42, qt
Cover	No

For the in-banner video format, the video is automatically adjusted to fit into the allotted size. If it's not possible to adjust the video accordingly, users will see an image instead. Please add an appropriate image in the Image section. To ensure the maximum reach for your campaign, create several video creatives with different aspect ratios in your ad group. Yandex algorithms select the most suitable format for a specific placement.

When serving ads on relevant sites in the Yandex Advertising Network, the ad title, text, and link will be added to the video automatically.

In the Yandex Video Network, the title and text of the ad are displayed as follows:

• For InStream format, the player interface shows the ad title, an icon with your domain, and a button.
• For OutStream format, the ad title and text can be placed in the header above the video or in the player interface.

You can add only one video per ad.

Recommendations for preparing the video

• Show the advantages of your product or services in the video: it should not look like an abstract sequence of shots.

• Brand your videos: make sure the company's logo is visible.

• Don't make your videos too short or too long: the duration should be enough to contain a clear and succinct message. You can also use short videos lasting up to 15 seconds. You should try to communicate the key idea in the first 6–10 seconds of the video.

• If possible, add videos with sound. This will increase the conversion rate.

• Your video might be watched without sound. For this reason, highlight the key advantages of your offer using text or subtitles when possible.

• Keep the player layout in mind when creating your video, specifically the position and design of the button that takes users to your website. The button is fixed in the lower-left corner of the video. You can't change its color or position.

  • We recommend placing your main content in the center, leaving a 25% margin at the bottom of the video.
  • If your video needs a notice, put it in the lower 10% of the screen so that the buttons don't block the notice.

Impression statistics

The statistics can help you evaluate the effectiveness of your ads with videos. Compare the overall campaign data to find out how videos affected your conversion rate and how your goal cost and CPC changed when you added the new creative. Compare the performance of your videos across different sites using the Platform name dimension in the Report Wizard.

On various ad network sites, your ad may be served in different formats: with a video or with an image. In the Report Wizard, you can use the Format dimension to compare CTR, cost per acquisition, cost per engagement, and other ad performance metrics in various formats.

The system will register an impression for an ad with a video as soon as the first frame of the video displays. Clicks are registered when the title or button is clicked. To see ads where users clicked on the video:

1. For dimensions, select Ad ID and Click type.
2. For metrics, select Clicks.
3. Filter by Display format → Video and Click type → Title and click link, Button.

You can also see how well a particular video performs using the Video preview or Video ID dimensions.

Learn more about evaluating campaign performance.

Bid adjustments

You can set bid adjustments to raise or lower your bid when serving ads with videos. The minimum bid with a coefficient is 50% less than the original bid. The maximum bid is equal to the original bid plus 1200%

Bid adjustments can be set in the campaign settings or on the ad group editing page. More information about bid adjustments.

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