Yandex technologies will help display different banners depending on the weather, making the advertising campaign more relevant and effective. The company explained:
For example, restaurants or supermarkets can show a banner with a special offer or discount on delivery in rainy weather, while fashion retailers can offer to update their wardrobe for summer or winter when the average temperature rises or falls.
The "Yandex Weather" service is used by 77 million people every month. Yandex believes that the new format will help attract users' attention, build brand awareness, and increase ad recall.
This format is available in the mobile and desktop versions of the service. Advertisers can set up ad serving for all of Russia, Moscow and the Moscow region, or individual regions. You can choose the devices on which users will see the ads: on all platforms, only on desktop, or only on mobile devices.
The new format is available to advertisers in "Yandex Direct" in campaigns with a fixed CPM.