The Yandex team announced the launch of a new feature for the proprietary advertising network and the "Weather" service. A new advertising format has become available to clients, which can be customized according to weather conditions: temperature, precipitation, or cloud cover.
Yandex technologies will help to display different banners depending on the weather and make the advertising campaign more relevant to the situation and effective. The company explained:
For example, restaurants or supermarkets will be able to show a banner with a special offer or a discount on delivery in rainy weather, and fashion retailers will be able to offer to update their wardrobe for summer or winter when the average temperature rises or falls.
The "Yandex Weather" service is used monthly by 77 million people. According to Yandex, the new format will help attract the attention of users, form brand awareness and increase ad recall.
This format is placed in the mobile and desktop versions of the service. Advertisers can customize ad serving to the entire Russia, Moscow and the Moscow region, or individual regions. You can choose the devices on which users will see 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.
