New tools have become available in Yandex Direct for brand promotion. Advertisers can launch advertising campaigns in video content that users watch on smart TVs.
According to Yandex, the auction payment model allows for more flexible advertising budget adjustments. It is possible to customize the target audience and optimize settings during the campaign. In test mode, businesses have access to research that can be used to analyze the effectiveness of campaigns: how the number of search queries from users changed after viewing the advertisement, the number of visits to the site, and how brand perception changes during the campaign.
In addition to video advertising, a new banner format has become available to businesses on devices with the YaOS operating system - the TV billboard. The banner is displayed on the home page when the TV is turned on, under the search bar, and on the TV channel selection page.
One of the advantages of the TV billboard is that the user can go to the page with a description of the brand's offer by clicking on the banner or through a QR code. The QR code approach is already being tested for video advertising. Research will also help advertisers evaluate the effectiveness of placements.
