How to launch a campaign

Click Add → Campaign. In the Expert mode tab, click Reach campaigns → Promotion on Connected TVs^β → Auction-based display video ads^β.

Step 1. Configure campaign parameters

1. Name the campaign and enter a link to the site. Yandex Direct automatically finds the Yandex Metrica tags installed on your site.

2. Select an ad strategy. The strategy is optimized to maximize the full-view rate for your video ads. This will help you increase your brand awareness. We recommend automatic strategies:

   • Pay per view to maximize impressions for the selected cost.

   • Decrease cost of repeat impressions to launch new products and services on the market.

   • Maximum impressions at minimal cost to promote products and services with a target audience.

   • Increase search volume on Yandex to make your display ads increase the share of search queries mentioning your brand and its products. You can create a campaign with this strategy only when you launch a Search Lift^β survey.

   • Increase site visits to make your display ads generate more site sessions. You can create a campaign with this strategy only when you launch a Visit Lift^β survey.

   • Increase site conversions to make your display ads generate more on-site conversions. You can create a campaign with this strategy only when you launch a Target Lift^β survey.

   • Increase brand metrics^β to make your display ads stimulate growth in brand metrics. You can create a campaign with this strategy only when there is a new Brand Lift^β survey linked to the campaign.

   Specify the budget distribution period (a custom period or week), budget, and the average CPM, if you selected "Pay per view" as the campaign's strategy.

3. Goals from your Yandex Metrica tags automatically appear under Conversions. If needed, edit the list of auto-selected goals: delete the ones you don't need or add new goals. If the tags don't have any goals, the service will suggest adding them in Yandex Metrica.

4. Set the campaign period, time targeting, and the impression frequency limit.

5. If the campaign meets the Brand Lift^β, Search Lift^β, Visit Lift^β, or Target Lift^β criteria, run the surveys.

   Note

   Surveys for Connected TV ads are currently in beta testing. Survey results depend on the amount of collected data and are influenced by certain features of cross-device merging.

Step 2. Set up your target audience

1. Select the display regions.

   If your display region is outside Russia, select the language for your ads. This ensures they're shown only to potential customers who understand that language or browse online resources in it.

2. Configure audience accumulation for retargeting. For each selected event, Yandex Audience automatically creates a separate segment under the account hosting the Yandex Direct campaign. It will include users who started viewing or viewed 25%, 50%, or 75% of at least one video from the ad group (depending on the selected event).

   To learn more, see Retargeting to a video audience.

3. Select your retargeting method. You can't change the method after you save the ad group.

   • A user profile consists of the cumulative characteristics of the users that you want to serve your ads to. These include gender, age, and online interests. Set up audience segments by selecting goals and segments from Yandex Metrica and Yandex Audience segments.

   • Genres and categories: Impressions in InStream videos with the "Broadcast TV" category.

Step 3. Set up the ad

Enter a link to your site or social media page

Additional details about your offer open on banner click. Learn more about display links.

Create a video

Add a carousel

Add an image carousel. It helps to shorten the user's path from the ad to a potential purchase. Upload from 1 to 7 slides.

Enter a Yandex Audience pixel and impression tag

You can use the Yandex Audience pixel to develop different scenarios of connecting with your display ad audience. The pixel is special code embedded in your advertising materials.

Create a pixel in Yandex Audience. For more information, see Yandex Audience Help.

Add the pixel code to the banner. After the impressions begin, the pixel starts to collect anonymous IDs of users who have seen your ad. You can use this data when you set up your retargeting.

You can use the ADFOX tag or Yandex Metrica pixel to count ad impressions for display ads. The tag or pixel must include the %random% macro. They must also support HTTPS.

Click Launch campaign.

As an advertising data operator, Yandex assigns each creative a unique identifier (token) when creating campaigns. It uses this token to aggregate all your placement data and send it to the Unified Register of Online Advertising (ERIR). Learn more about ad labeling.

Create a display campaign

Ad moderation and launching a campaign

Impressions will start as soon as Yandex receives your payment. If your account has enough funds, the campaign will start automatically.

Moderators will check whether the ad follows the guidelines. It usually takes the moderators a few hours to review ads. On weekends and holidays, moderation may take longer than on weekdays.

Your moderation results will be emailed to the address you provided when you created the ad campaign.

After you launch your campaign, you can view what your ads look like on a site.

Have questions?

Scan the QR code or tap it to follow the link.

If you select Telegram or WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history.

The unique identifier of the user's mobile app or browser. The identifier becomes active when the app or browser is in use. When segments are updated, inactive anonymous identifiers are removed and new ones are added (for example, if a user purchased a new device or resinstalled the app). This means that segments only contain anonymous identifiers that have been active in the past 30 days.