How to evaluate performance

You can view ad campaign reports after your ads start displaying. You can evaluate campaign performance by regularly reviewing statistics.

Which metrics to track

For outdoor advertising, it is important to evaluate the reach.

Opportunity to see (OTS)
Number of exposures to your ad message. More about OTS calculation.
Served impressions
A single ad display on a digital billboard. Several people can usually see an ad at the same time, so one served impression usually corresponds to multiple OTS.
Reach
The number of unique users who viewed the ad.
Complete reach

An approximation of true reach using a mathematical model based on traffic flow. Learn more about how complete reach is calculated.

How to create a report

Click the View statistics link on the display campaign page. In Report Wizard, create a report with the following parameters:

Dimension
Choose “For selected period”.
Columns

Select metrics:

  • Impressions
  • Served impressions
  • Reach
  • Complete reach
  • Total expenditure

The report shows your ad media reach and spending.

Note. For some parameters (like audience reach and complete reach), the system uses statistical methods to calculate metrics on a sample of users. This lets you quickly get the parameter value for a large amount of data. This means that the value shown in statistics may somewhat differ from the actual value.

View statistics in Yandex.Direct

Information about outdoor advertising audience

If you have used the Gather outdoor audience setting in Yandex.Audience, you can view detailed statistics on the accumulated users. You can find out:
  • Segment reach and user distribution by gender, age, and device type.
  • Online interests and categories of users (homemakers, students, parents, and so on).
  • Percentage of users in the segment who visited your site or completed Yandex.Metrica goals on it.
You can use the outdoor advertising audience segment to:
  • Run an ad recall survey and estimate your brand lift using Yandex.Surveys.
  • Create a segment of users similar to those in your ad's field of view.
  • Get a report on conversions by targeting your media or contextual advertising on an online segment.

For more information, see Yandex.Audience Help.

View statistics in Yandex.Audience

How to make decisions based on statistics

How to increase the number of served impressions
If the campaign wins too few auctions for served impressions, you can raise the bid per thousand OTS (for a manual strategy) or limit your average OTS (for an automatic strategy).
How to increase reach

Statistics on advertising surfaces help you identify the most popular routes and areas frequented by your target audience. Disable surfaces that have insufficient reach or adjust your serving schedule.