Yandex has expanded its digital outdoor advertising network with a large-format media facade in Moscow. The company entered into an agency agreement with the owner of the structure on Prospekt Mira and acquired the rights to sell advertising placements until 2034.
The media facade covers an area of about 600 sq. m. It is located on the building of the "Park Mira" business center after exiting the Third Transport Ring. The structure became the first large-format platform in Yandex's digital outdoor advertising network, which includes more than 5.5 thousand screens in ten Russian cities.
At the initial stage, placement on the media facade will be available through guaranteed deals. This format allows for pre-determining the campaign period, cost, and volume of impressions. In the future, the platform is planned to be connected to the "Yandex Direct" auction model, where the cost will be calculated per thousand potential contacts with advertising in real time.
After the campaign is completed, advertisers will be able to receive data on reach and frequency of impressions, as well as generalized information about the audience. Analytics will also take into account changes in search interest, traffic, conversions, and offline point visits.
