Billboards in Geoservices
Yandex.Navigator is the co-pilot and assistant for 17 million drivers in Russia: plans the best route in light of current traffic conditions and offers tips on how to reach their destinations as fast as possible. Navigator gives voice instructions about when to turn, where there are speed cameras, and how to avoid road works and traffic jams.
Roadside billboards are tags with a company logo that appear on Yandex.Navigator maps. Billboards fit into the app interface organically and attract the attention of potential customers passing by in their cars. Advertisers set the area or neighborhood where their billboard will appear.
How it works
“Call”
“Visit the site”
“Where?”
How to set up
Advertisers can set time and frequency for their billboards to appear, target them by interests and demographic characteristics and use them as part of their media mix in retargeting campaigns. Using Yandex.Audience, for example, they can gather a segment of users who already saw their outdoor ads or visited their site, and target this segment with ads in Navigator.
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Placement cost
This products are available in US dollars and euros, please check the specific costs with your Yandex manager.
| Product name | Material format | Place for materials to be published | CPM (rub, net of VAT) |
|---|---|---|---|
| Billboards in Geoservices | Billboards (264×160 px *.png image, adaptive):
| Yandex Navigator program Yandex Maps program | 60*T*R |
- Billboards in Geoservices — a tag of advertising or informational message of the customer on the map in Yandex Navigator, Yandex Maps program, which contains an image, title and description in an additional block provided by the customer, and is shown to the user, if the area of billboards location, defined by the customer, is on the user’s screen. When the user clicks on a billboard, a “Billboard Card” will be shown. Placement of an additional block is not guaranteed by Yandex.
- The billboard card contains one or two buttons, from the ones shown below:
- With the customer’s telephone number — when the button is clicked, the user is recommended to make a call to the customer’s telephone number, if the user’s device supports this function.
- with a link provided by the customer — when the link is clicked, it takes the user to the link provided by the customer (by agreement with Yandex). The user may be taken to a website, an application, a messenger, the App Store, or the Play Market.
- With the customer’s location — when the button is pressed, a search query is made with a predefined result of the organizations in the Yandex Maps / Yandex Navigator services.
- Dynamic ad publication.
- The CPM is determined by the following formula: CPM = 60*T*R, where
T is the rate of targeting applied by the customer, determined according to Table A or Table B;
R is the rate of the space that the customer is placing materials, according to Table C. - Geotargeting — Russia. It is possible to set up geotargeting on the Republic of Kazakhstan, it is possible to set up geotargeting on the regions of Russia (by agreement with Yandex).
- The targeting parameters shown in Table A and B can be set (settings may be changed by agreement with Yandex):
Table AT (targeting quotient) Targeting 1.1 Sociodemographic 1.25 Audience interests 6.1 No more than three settings provided in table A and clause 5, one of which being Geotargeting, can be applied simultaneously. Surcharges will be applied successively.
Table BT (targeting quotient) Targeting 1.25 Yandex.Audiences service segments 6.2 No more than two settings provided in table A and clause 5, one of which being Geotargeting, can be applied simultaneously; a — 1.25 multiplier will be applied.
- The sections shown in Table C can be set (settings may be changed by agreement with Yandex):
Table CR (section coefficient) Section name 3 “Real Estate” section* 1 Other sections** * “Real Estate” — materials where information about real estate objects and/or services in the specified area (including, but not limited to: sale and rent of residential real estate, information about commercial real estate, sales offices) and/or in which customers are real estate market entities (including, but not limited to: developers, real estate agencies)
** “Other sections” — any other sections, except for those with footnotes, marked with a “*".
- The default publication setting includes all publication places in accordance with Table 1. An optional publication setting on one publication place is also possible (by agreement with Yandex).
- When calculating the cost of services, seasonal rates are applied (settings may be changed if agreed with Yandex).
Month Rate Month Rate Month Rate January 0.7 May 1 September 1.3 February 0,8 June 1 October 1.3 March 1 July 1 November 1.3 April 1 August 1 December 1.3