Grant-funded placement of social ads
Available formats
You can place social ads in the following formats:
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Banner in ad networks is banner advertising aimed at establishing brand recognition and brand image.
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Video ads: Impressions on the Yandex Video Network (for example, using InStream videos, OutStream content, or Interstitial in-app ads). For more information, see Video Ads.
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Text & Image ads: Impressions in ad networks on desktop browsers, tablets, and mobile phones. Learn more about Text & Image ads.
Restriction
Social ads can't be placed on Yandex search. Impressions on search will be restricted during moderation.
Social ads don't support favicons.
The ads are labeled with a “Social ad” icon. Information about advertisers and social ads will be openly published in the Social advertising report.
Getting started
If you are not applying for a social ads grant, follow the instructions to create a campaign.
If you want to receive a grant for ads on Yandex:
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Please read the moderation requirements for ads and advertised sites, as well as with Social advertising requirements.
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Submit a request to verify your business at help.yandex.ru. Once your organization is verified, you can submit a request for a grant and start placing PSA ads.
Launching a campaign
The procedure for launching an ad campaign depends on the selected format:
In Yandex Direct, you can create and manage social ad campaigns with a fixed CPM.
Step 1. Start creating a campaign and configure its parameters
Click Add → Campaign → PSA (reach).
Enter the campaign name and set up its parameters:
1. In the Available products field, select “Social. Banners”.
2. Specify the campaign's budget and dates.
3. Specify the Yandex Metrica tag on your website.
Step 2. Add creatives
Upload the ad creative from your computer or create one in Ad Builder. You can use an HTML5 banner or image file as a creative.
To pass moderation, creatives must meet the requirements.
Create using Ad Builder
An adaptive creative automatically adapts to the ad unit so that you can serve your ad on the maximum number of sites. In the Ad Builder, you can automatically generate a creative based on your site content or build it from a template, adjusting the design parameters as needed.
If you have creatives for image ads that you made previously using Ad Builder, you can use them.
More information about Ad Builder.
Upload from computer
You can add multiple ads to an ad group, with each ad corresponding to a single creative.
An ad creative uploaded from a computer must meet the technical requirements:
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Maximum file size |
150 KB |
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File type |
ZIP (for HTML5 banners) Technical requirements for HTML5 banners JPG, PNG or GIF (for images) |
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Size in pixels |
160×600, 240×400, 240×600, 300×250, 300×300, 300×500, 300×600, 320×50, 320×100, 320×480, 336×280, 480×320, 728×90, 970×250, 1000×120 |
After you have saved your ad, you can only replace the creative with another creative of the same size. An adaptive creative can be replaced with another adaptive creative.
Step 3. Add a landing page
Clicking on the ad opens a website or social media page with your offer details.
In the “Link in ad” field, you can add links leading to the pages of your advertised site. The site should match the ad text and meet the PSA rules.
Under the current grant, except for the main site, you can use two additional domains. To approve the additional domains, write to your manager.
Step 4. 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.
In Yandex Direct, you can create and manage social ad campaigns with a fixed CPM.
Step 1. Start creating a campaign and configure its parameters
Click Add → Campaign → PSA (reach).
Enter the campaign name and set up its parameters:
1. In the Available products field, select Social. Video».
2. Specify the campaign's budget and dates.
3. Specify the Yandex Metrica tag on your website.
Step 2. Add creatives
Use your own video clip to create an ad. You don't necessarily need to hire professionals or rent a studio. You can film a video with a smartphone that has a good camera.
The video must meet the moderation rules and the following technical requirements:
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Format |
MP4, WebM, MOV, QT, FLV, AVI |
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Size |
Maximum 100 MB |
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Duration |
Between 5 and 60 sec For non-skippable ads, max video duration is 15 seconds. |
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Aspect ratio |
16 : 9; 1 : 1; 9 : 16 |
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Minimum resolution |
360p |
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Recommended resolution |
1080p |
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Video frame rate |
Between 20 and 30 frames/second |
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Video codecs |
H.264, VP6F, VP8, Theora |
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Number of video tracks |
1 |
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Minimum quality |
44 kHz, 16 Kbit/s, stereo |
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Audio codecs |
AAC, MP3, Vorbis |
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Number of audio tracks |
0 or 1 |
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File codec |
avc1, F4V, isom, M4A, M4V, mp4, mp41, mp42, qt |
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Cover |
No |
Consider the ad player layout when preparing your video: in particular, the position and design of the click-through button. The button is fixed in the lower-left corner of the video. You can't change its color or position.
- We recommend that you place your key ad content in the center of the video, with a 20% buffer zone at the bottom of the frame.
- If your video needs a notice, put it in the lower 10% of the screen so that the buttons don't block the notice.
You don't need to insert legal notices into the video when building your ad. Add the notice to Legal information when uploading your video: the notice will be available in the top-right menu of the video.
How to create a video using Video Builder
1. Under Video, click Builder. The video builder window opens.
2. Upload a video from your computer or using a link, or select a video created in Video Builder. The audio is added automatically from the uploaded video.
It will take a few minutes to process your video clip. If the video fails to meet the technical requirements, it won't upload. You will see an error message. Fix it and upload the video again.
3. Add a packshot, which is an image to show up for several seconds after your video. It helps to imprint the image of an advertised object in the viewer's mind. You can use a product photo or a company logo for a packshot. Clicking on the packshot will take the user to your site.
Packshot requirements
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Format |
JPEG |
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Image width |
From 1080 to 3840 pixels |
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Image height |
From 1080 to 3840 pixels |
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Aspect ratio |
Same as the video aspect ratio |
4. Select the text for the redirect button.
5. Set an age label, if necessary. In the Legal information section, provide the information required by law and Yandex Ad Serving Rules. In the ad, they will be available in the menu in the upper-right corner of the video.
6. Click the Create button. The video will be added to the ad.
Step 3. Add a landing page
Clicking on the ad opens a website or social media page with your offer details.
In the “Link in ad” field, you can add links leading to the pages of your advertised site. The site should match the ad text and meet the PSA rules.
Under the current grant, except for the main site, you can use two additional domains. To approve the additional domains, write to your manager.
Step 1. Start creating a campaign and configure its parameters
Click Add → Campaign → PSA (action).
Enter the campaign name. Set the campaign start and end dates. If you want to serve ads at a specific time, configure time targeting.
Choose an ad strategy: Maximum clicks or Maximum clicks with manual bids.
Add a promo.
Some of the information will be filled in automatically. Check it and change it as necessary. More about main ad campaign parameters.
Step 2. Create an ad group and set up the targeting criteria
Note
Targeting criteria are configured for an entire ad group (for all the ads in the group).
Choose the display region for your ads.
When serving ads on ad networks, the system automatically selects ads that have the keywords that match the subject matter of the content site or the interests of a user. If you have a Yandex Metrica tag or a Yandex Audience segment, you can add a retargeting list.
Step 3. Select the ad type and make design settings
By default, a new ad is created as a Text & Image ad. You can start setup immediately.
Come up with an ad title and text. Describe your offer and what sets it apart from the competition. Review our recommendations for writing ads.
To make your ad more appealing and increase CTR, add an image under Images. It will be animated automatically.
To make your ad more noticeable and informative, under Video, add a file with a video clip or use a video clip from the gallery. Learn more.
To motivate users to interact with your ad, add an action button. It will add one more link the ad with an image or video.
Step 4. Add a landing page
Clicking on the ad opens a website or social media page with your offer details.
In the “Link in ad” field, you can add links leading to the pages of your advertised site. The site should match the ad text and meet the PSA rules.
Under the current grant, except for the main site, you can use two additional domains. To approve the additional domains, write to your manager.
Set the display link — this is the webpage address that will be shown in the ad. It lets users know which page they will visit by clicking on the ad.
Ad moderation
After you create your ads, they are checked for compliance with the design requirements and moderation rules: Social ads are subject to special moderation requirements.
On the campaign page, click 
→ Send to moderation and confirm that you agree with the terms of ad placement on Yandex. It usually takes the moderators a few hours to review ads.
Your moderation results will be emailed to the address you provided when you created the ad campaign.
Requirements and restrictions
Alert
The full list of advertising rules and requirements can be found in the following documents:
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.
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Learn more
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.