Yandex has started closed testing of a new type of reach advertising campaigns in "Yandex Direct" – "Panorama". The solution combines several media formats within a single campaign and allows advertising to be launched simultaneously on various digital platforms, including desktops, smartphones, Connected TV, and in the future – digital outdoor screens.
At the beta testing stage, two placement formats are available: a prime banner on Yandex services and video advertising in the Yandex video network, which combines ecosystem resources and partner platforms. The system automatically distributes impressions between channels, taking into account audience overlap, to increase the number of unique users and reduce the likelihood of repeated impressions to the same people. It is also possible to set a target frequency of ad contacts.
Machine learning algorithms are used to optimize campaigns, helping to achieve various marketing goals – from increasing brand awareness to increasing website traffic and the number of target actions. Results can be evaluated using built-in studies that analyze the impact of advertising on awareness, search interest, traffic, and conversions. Currently, access to "Panorama" is open to participants in closed testing by application through a personal manager.