Billboard in Maps

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

Roadside billboard in Yandex Navigator are an ideal tool for advertisers looking to increase their brand recognition — users who tap on the billboard tag can call the organization, visit their site or see their locations.

The opened ad can contain two of the following buttons:

“Call”

To make a call to the company being advertised. Call-tracking makes it possible to monitor the results of this option.

“Visit the site”

To open a page with more detailed information about the offer.

“Where?”

To show all the places on the map where the user can take advantage of the offer being advertised.

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.

Start advertising in Yandex.Navigator now

Placement cost
This products are available in US dollars and euros, please check the specific costs with your Yandex manager.

Table 1

Product name	Format of materials	Location of materials	CPM (rubles)	Minimum order size (rubles, net of VAT)
Billboard in Maps	Billboard (264×160 px .png format image, adaptive): Additional block (with a title of up to 15 characters and a description of up to 25 characters) Billboard card (1200×400 px .png format image) Buttons (with the customer’s phone number/location/link to the customer’s website)	Yandex Navigator Yandex Maps	60TR	From 17,500

Product name

Format of materials

Location of materials

CPM (rubles)

Minimum order size (rubles, net of VAT)

Billboard in Maps

Billboard (264×160 px .png format image, adaptive):

Additional block (with a title of up to 15 characters and a description of up to 25 characters)
Billboard card (1200×400 px .png format image)
Buttons (with the customer’s phone number/location/link to the customer’s website)

Yandex Navigator

Yandex Maps

60*T*R

From 17,500

Package information

A Billboard in Maps is a mark for an advertising and/or informational message from a customer on a map in Yandex Navigator, Yandex Maps, which contains an image, title, and description in an additional block provided by the customer and is displayed to the user if the area where the billboards are located, as specified by the customer, is on the user’s screen. When the user clicks on the billboard, a billboard card appears. Yandex does not guarantee the placement of an additional block.
The billboard card contains one or two of the following buttons:
- with the customer’s phone number — when the button is clicked, the user is prompted to make an outgoing call to the phone number specified by the customer, if the user’s device supports this feature.
- with a link to the customer’s website — when the button is clicked, the link specified by the customer is followed (as agreed with Yandex). The link can open a website, app, messenger, App Store, or Play Market.
- with the customer’s location — when the button is clicked, a search query is performed with a predetermined result of organizations in Yandex Maps/Yandex Navigator application.
Dynamic placement.
The CPM is determined by the following formula: CPM = 60*T*R, where
T is the targeting coefficient applied by the customer, according to Table A or B;
R is the coefficient of the category in which the customer places materials, according to Table B.
Geotargeting — Russia. Geotargeting can be set up for another region/other regions (as agreed with Yandex).
The targeting settings specified in Tables A and B can be configured (settings may change by agreement with Yandex):

Table A

T (targeting quotient) Targeting

1.1 Sociodemographic

1.25 Audience interests

6.1 No more than three settings specified in Table A and clause 5 may be applied simultaneously, one of which is Geotargeting. Surcharges are multiplied sequentially.
Table B

T (targeting quotient) Targeting

1.25 Yandex.Audiences service segments

6.2 No more than two settings specified in Table B and clause 5 may be applied simultaneously, one of which is Geotargeting, with a multiplying coefficient of 1.25.
The categories listed in Table B can be configured (settings may change by agreement with Yandex):

Table C

R (section coefficient) Section name

3 “Real Estate” section*

1 Other sections**

* “Real Estate” — materials containing information about real estate properties and/or services in the specified field (including, but not limited to, the sale and rental of residential real estate, information about commercial real estate, sales offices) and/or in which the customer is a real estate market entity (including, but not limited to: developers, real estate agencies).

** “Other categories” — other, except for those specified under footnotes “*".
The default placement setting includes all placement locations in accordance with Table 4. Setting up optional placement in one location is possible (as agreed with Yandex).
Seasonal coefficients are applied when calculating the cost of services (settings may change by agreement 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