Outdoor advertisingβ
Outdoor advertising is a way to target consumers outside their homes. For example, you can place ads on storefronts or on taxi roofs. Located in high-traffic spots, these placements increase your chances of connecting with potential customers.
Impressions geography:
- Screens in the storefronts of partner chains: Available in Moscow, the Moscow Region, Saint Petersburg, and the Leningrad Region.
- Digital displays on taxi roofs: Available only in Moscow.
Objectives achieved
Advantages
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Ability to set adjustments based on target audience demographics.
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Cost depends on the real-time number of exposures to the advertising message.
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Flexible control over the date and time of impressions.
Placement types
When launching a campaign, you can choose one or more formats to optimize reach and amplify its impact on your target audience. With the ad inventory, you can ensure quality impressions at key touchpoints with your customers.
Available formats:
- Screens in the storefronts of partner chains.
- Digital displays on taxi roofs.
Ensure high audience engagement. Digital formats are more eye-catching than static ones. These ads allow you to reach everyone in the vicinity of pickup points or stores, not just their visitors.
Run ads on a network of digital screens mounted in the storefronts of retailers (Magnit, Dixy, and others), pharmacies, and pickup points.
To find out the addresses of the screens currently available for advertising, contact us.
On top of pedestrians, your ads also reach drivers and passengers — especially those stuck in traffic jams or moving at low speeds. As taxis travel around the city, your ads can be seen by audiences across various areas, ensuring broad exposure.
Key metrics
The product and its payment model are based on the OTS and RT OTS metrics, which ensure high accuracy and effectiveness in digital outdoor advertising.
Opportunity to see (OTS) is the estimated number of potential exposures to your advertising message. This metric measures the size of the audience within the screen's field of view who could see the video.
Real-time OTS (RT OTS) represents the number of audience exposures. This metric is calculated for actual ad display time based on aggregated data.
Payment model: pay per thousand OTS.
Serving outdoor ads
Step 1. Create and set up a campaign
Questions and answers
Who can benefit from outdoor advertising?
This format is ideal for advertisers looking to increase the effective reach of their campaigns: in addition to the broad digital audience, you will also connect with customers at specific brick-and-mortar stores or other locations frequented by your target audience.
Yandex outdoor ads create value for both SMEs and well-established major brands. The screens are located throughout the city and offer a relatively low placement cost compared to other digital outdoor ad formats.
What are the advantages of outdoor advertising?
Yandex screens in partner storefronts (including retailers, pharmacies, pickup points, and various service providers), are located in high-traffic areas to target pedestrians and visitors to stores and pickup points. They ensure high-quality exposures to your ad and can promote your advertising message both citywide and locally — for example, in locations frequented by your target audience or near your business.
Digital displays on taxi roofs offer high-quality reach among pedestrians, drivers, and passengers. They provide maximum coverage across the city, as taxis travel between different areas, including those where no other ad formats are available.
Where can I run outdoor ads?
Impressions geography:
- Screens in storefronts: Available in Moscow, the Moscow Region, Saint Petersburg, and the Leningrad Region.
- Digital displays on taxi roofs: Available only in Moscow.
What creatives should I use for outdoor advertising?
Use recognizable colors and your corporate identity. Use large elements without small details to ensure your images and messages are easy to see for pedestrians. Avoid videos with excessive transitions or frequent text changes that can hinder readability. Ensure your text contrasts well with the background by using appropriate colors and fonts.
Learn more about video formats and their technical requirements.
Are there any restrictions on the subjects of creatives?
Yes. Some types of products and services have special requirements related to legal regulations and the Yandex advertising policy.
Why do I need to specify a site when creating a campaign?
This site is used only for moderation purposes and won't appear in your promotions.
How do you moderate videos?
Videos must contain all information required by law and the Yandex Ad Serving Rules, including age restrictions and notices. Notices that overlap other design elements must be placed on a bar to ensure contrast and visibility.
Ads must not interfere with traffic: make sure your video doesn't contain any traffic signs, abrupt movements, or flashing elements.
Learn more about requirements for videos.
Can I place outdoor ads on buses?
Contact your personal manager.
Will my budget be evenly distributed over the entire campaign period?
The system aims to evenly distribute the budget over the entire duration of the campaign, but on some days expenses may be higher or lower than the average.
How often do ad impressions occur?
The number of impressions depends on your budget, bid amount, placement period, and number of selected screens.
How do I know when my ads have started running?
Impression data is shown in your statistics.
What's the best way to set up adjustments?
Increase the cost per thousand OTS for screens with your target audience and reduce it where the audience doesn't meet your criteria.
Will I receive a photo report?
A photo report containing up to 10 photos is available for promotions with a budget of 400,000 rubles or more and a placement period of 7 days or longer.
Are there any surveys for measuring the effectiveness of outdoor advertising?
You can enable surveys if your budget is 1,500,000 rubles or more. Contact your personal manager to learn more.
How do I get a retargeting segment?
You can get a retargeting segment if your budget is 1,500,000 rubles or more. Contact your personal manager to learn more.
Will I receive a Proof of Play?
For a detailed Proof of Play, contact your personal manager.
How do I restrict ad impressions for a specific media source?
To exclude a media source from impressions, contact your personal manager or the customer service department.
How do I set adjustments based on forecasted target audience characteristics?
To enable this feature, contact your personal manager.
Have questions?
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