Display ads
Display advertising is a set of tools for running awareness ads that helps you communicate your brand and its offers in the most prominent positions, as well as address your business needs at all stages of the sales funnel. You can choose your preferred format: display banners, video ads, video banners, or premium formats like Banner under the search bar, Premium billboard, and display formats in Yandex Search.
Objectives achieved
Inform people about your brand
Display advertising helps you build awareness communication by creating an emotional link with your brand and increasing brand recognition. It also affects the purchase intention and other brand metrics.
Draw attention
Display advertising helps you showcase your product's features and increase its perceived value among potential buyers, as well as drive search interest and traffic to the advertised site.
Increase the number of conversions
Thanks to smart algorithms, display advertising helps you achieve better brand performance results and stimulates increases in purchases, requests, and other on-site user conversions.
Placement formats
Campaigns with auction-based model
Tools for running display campaigns
Display strategies
Questions and answers
What are display ads?
Image advertising is an approach to advertising designed to cultivate a positive brand image for the consumer. You can use ads to tell a wide range of users about a new product or service, introduce a brand, or improve brand recall.
Yandex Direct offers the following campaign types for such tasks:
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Display campaign: Serves display banners in the Yandex Advertising Network and video ads.
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Display campaign on a new Yandex Browser tab: display banners on a new Yandex Browser tab.
How much does it cost to place a display ad?
Display ads can be served through two models: an auction-based system and a fixed cost per thousand impressions (CPM).
The cost of advertising depends on your chosen format, business features, industry, competitor activity, targetings, and other factors. For example, for display campaigns with banners, videos, or video banners, CPM starts at 5 rubles. The Yandex Direct budget forecast will tell you the optimal bid amount. The cost of impressions is determined as a result of auctions between advertisers. It is a "Second Price Plus" auction: the winner pays the nearest competitor's bid + the bid increment.
For a banner placed under the search bar, price thresholds apply depending on the display region.
Premium formats are purchased under the fixed cost per thousand impressions (fixCPM) model. For more information about the requirements for each format, see the Yandex Ads portal: Banner under the Yandex search bar, Premium banner in search, Video banner in the search, Mini-banner in the search, Premium billboard.
Where ads are displayed
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Banner on a new Yandex Browser tab
This format appears in both the full and mobile versions of ya.ru, in new Yandex Browser tabs on desktop, and on Yandex Advertising Network sites. There is only one banner on this page. This is an exclusive product for our advertisers.
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Premium billboard
Reach up to 43 million users. This format is placed in Yandex services and in prominent positions on Yandex Advertising Network sites and occupies the full screen width.
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Mini banner, Premium banner, and Video banner in search results
Reach up to 85 million users. These are the only display formats available in search results. They appear to the right of the search output and don't compete with performance ads.
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Display banners
Display banners are placed on Yandex services and Yandex Advertising Network sites that are strictly moderated to screen out any adverse environment. Impressions on different screens (like smartphones, tablets, computers, and Smart TVs) help you amplify the impact on the target audience and improve your reach.
Read more about the Yandex Advertising Network
Russian agencies that have contracts with Yandex Direct are free to negotiate the placement of their banners with individual ADFOX sites.
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Video ads
Video ads are placed in the Yandex Video Network, which includes Kinopoisk and other video platforms run by Yandex and our partners. The total audience of the Yandex Video Network is more than 37 million people per month.
A video ad can be embedded into instream web, a website page, or a mobile app. It allows you to communicate the benefits of your brand to users across all stages of the funnel in the most size-efficient ad format.
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Video banners
This format combines the advantages of two formats and offers high-quality video impressions at the price of a banner. It helps to increase engagement through eye-catching autoplay videos.
Is it worth creating separate campaigns for display banners and video ads, or is it better to add different types of ad groups to the same campaign?
We recommend creating separate campaigns for different marketing activities with their own goals, advertising messages and budgets. If you are planning the same activity in different media and the total budget can be reallocated to the most profitable advertising medium, then it is optimal to create a single campaign.
In a single campaign, you can set bid adjustments for different types of inventory.
Can I continue communicating people who already watched my display ads?
You can accumulate segments of users who have seen your ads in order to build further communication scenarios, like targeting contextual ads or adjusting bids for that segment.
To accumulate a segment of users who have seen your display banner, create a pixel in Yandex Audience and specify it in your ad settings. To accumulate a segment of users who have watched your video ad, configure the ad group settings to specify how much of the video a user should watch to be included in the segment.
Read more about audience accumulation:
How display banners differ from image ads
Display campaigns target the top part of the marketing funnel, like improving brand awareness and driving demand. Display campaign settings allow you to reach a broad lead audience: target impressions at a user profile, or use coverage strategies such as Maximize impressions for lowest price or Lower cost for repeat impressions. For a segment of users who have watched a display banner, you can build different scenarios for further interaction.
How frequency capping is applied to a display campaign
You can limit the number of times your ad will be served to a given user over the course of your ad campaign or over a particular number of days (not more than 30).
This limitation applies to banners and videos on a cross-device basis. It ensures that the number of impressions per individual does not exceed the maximum.
Why is my frequency cap not met?
Make sure to review impression statistics over the period specified in the campaign settings. For example, if the frequency cap is 3 times in 7 days, you have to review 7-day statistics.
The statistics may display a slight increase in the limit due to the algorithm that determines what users are on different devices.
If you limit impressions for the entire period that your campaign is running, the limit may be exceeded if ads are served for longer than a month.
Is there any protection against fraudulent impressions?
Yandex takes ad placement security very seriously and applies multi-stage filters to eliminate fraudulent and erroneous impressions and clicks. Impressions that Yandex Direct identified as invalid are not included into statistical reports, and advertisers are not charged for them.
What are the options for placing audio and DOOH ads in Yandex?
At the moment, you can place audio banners in Yandex Navigator or display audio campaigns with a fixed CPM. Yandex Taxi is now running a special project for digital outdoor ads.
I don't have time to figure out all these details, is there anyone that can help me?
If you place ads in Yandex Direct by yourself, feel free to get assistance from our Customer Service Department at any time. We will answer your questions and give you recommendations on further placement.
You can also contact our partners. Yandex cooperates with numerous advertising agencies around the world.
Questions?
Alert
Our customer service department can only help you with the campaigns created under the same username you use to contact us. You can check your username by opening ya.ru in another browser tab. Our team can access your data only when processing your request.
