- Increase brand awareness and interest and expand your reach.
- Direct users to your points of sale with navigational ads.
When displaying outdoor advertising, the auction model is used: the cost is determined through bidding between advertisers. The payment is made per 1000 OTS (Opportunity To See), which represents people's contacts with advertising messages, or “impressions”. Outdoor advertising is usually seen by several users at the same time, so a single display on an advertising surface (i.e., a served impression) results in multiple OTS. OTS is calculated in real time based on the user location data, speed and direction of movement.
More about OTS calculation.
Benefits of outdoor advertising in Yandex.Direct
- Large database of advertising surfaces available
Yandex cooperates with key outdoor advertising operators in Russia, including Gallery.
- Affordable entry threshold and flexible management
The minimum budget for outdoor advertising, as for other types of media advertising in Yandex.Direct, is 10 euros or 10 dollars. The campaign can be launched and stopped at any time without penalties, focusing only on placement statistics.
- Audience analysis and cross-communication
You can accumulate a segment of users who have seen your outdoor ad, and use the segment to reach such users online. Set up retargeting in display channels or raise your bids to increase the probability of ad display in performance campaigns.
The audience accumulated can also be analyzed based on their demographics: gender, age, interests, and device types.