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How to enter the Russian market
Yandex is Russia’s leading contextual advertiser

3% 2%

Yandex

28%

Google
Russia
Begun
68%

Source: LiveInternet.ru, Мa...
Yandex – the Russia’s biggest internet ad platform

350.000

53%

advertisers

online

Shows ads to 50 million
people ever...
Yandex.Direct –
Is a Pay-Per-Click keyword-based service
for placing ads on Yandex.Search and on partner
sites of the Yand...
Yandex.Direct
— Yandex.Direct offers your product to those
who seek for it, PPC/CPC auction based
— Ad position is control...
Where you can find your ads:
— Yandex Search
— Yandex. Network

— Together with YAN (Yandex advertisement network)
Yandex ...
Yandex Search Results Page

1st Premium
Premium
Contextual

Banner
Yandex Search Results Page

1st Place

Guaranteed
Placement

Dynamic
Dynamic
impressions
impressions
onon 2d
2d
and furthe...
Yandex Advertising Network (YAN) – the best sites
of Russian internet
YAN partners sites can be 2 types:
Search sites
(search targeting)

Content sites
(content targeting)
PPC interface available in English
Bid management in English
Types of Targeting
Seach:

— Keyword targeting
— Geographic targeting
— Time targeting

Content:
— Thematic targeting

— B...
Yandex.Market
№1 Comparison Shopping Tool
Pay-per-click model,
with a low initial price
Monthly audience 14 million
unique...
Yandex.Market audience is constantly growing

18
16

Millions of users

14
12
10
8
6
4
2
0
Sept.2010

Dec.2010

Mar.2011

...
Display advertising on Yandex
— Only one exclusive banner on the page
Large eye-catching format 200х300 / 728х90
— Advanta...
Yandex Main Page
Wide Audience Reach
— The most visited page
on the Russian Web. Monthly
audience – over 50 000 000
people...
Display advertising on Yandex: Thematic sections
Yandex.Auto

Yandex.Timetables

Yandex.News

728 X 90
728 X 90
240 X 400
...
Display targeting types
• Soc-Dem Targeting (age, gender, income)
• Targeting by Interests
• Search Retargeting*
• Behavio...
Bigger than any TV channel
Yandex.Metrica – web analytics tool
Yandex.Metrica
— Available in English free web analytics tool
— Let monitor the key effectiveness indicators of website,
a...
Yandex.Metrica

The Webvisor technology on Yandex.Metrica allows to analyze user’s
behavior by recording and then playing ...
Want to try Yandex?
— Free RU-EN translation, training and initial setup

— Local optimization and campaign feedback
— Ded...
Available to answer your questions
— I will be happy to answer your questions during the day and
explain how easy to start...
Nikita Yampolski
Sales Account Manager
Yandex Europe AG

+41 41 248 08 62

nyampolski@yandex-team.com

Thank you!
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Yandex - How to enter the Russian market

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Transcript of "Yandex - How to enter the Russian market"

  1. 1. How to enter the Russian market
  2. 2. Yandex is Russia’s leading contextual advertiser 3% 2% Yandex 28% Google Russia Begun 68% Source: LiveInternet.ru, Мarch 2013 Other
  3. 3. Yandex – the Russia’s biggest internet ad platform 350.000 53% advertisers online Shows ads to 50 million people every day ad market share * Company Information, FY 2012 ** RACA for 2012, adjusted for commissions
  4. 4. Yandex.Direct – Is a Pay-Per-Click keyword-based service for placing ads on Yandex.Search and on partner sites of the Yandex Advertising Network.
  5. 5. Yandex.Direct — Yandex.Direct offers your product to those who seek for it, PPC/CPC auction based — Ad position is controlled by the bid Bids start at 0.01 Yandex units* — Cost per click depends on CTR and Auction level * 1 yandex unit = 0,65 EUR
  6. 6. Where you can find your ads: — Yandex Search — Yandex. Network — Together with YAN (Yandex advertisement network) Yandex covers 90% of the Russian internet — Every 4th click comes from YAN
  7. 7. Yandex Search Results Page 1st Premium Premium Contextual Banner
  8. 8. Yandex Search Results Page 1st Place Guaranteed Placement Dynamic Dynamic impressions impressions onon 2d 2d and further and further pages pages
  9. 9. Yandex Advertising Network (YAN) – the best sites of Russian internet
  10. 10. YAN partners sites can be 2 types: Search sites (search targeting) Content sites (content targeting)
  11. 11. PPC interface available in English
  12. 12. Bid management in English
  13. 13. Types of Targeting Seach: — Keyword targeting — Geographic targeting — Time targeting Content: — Thematic targeting — Behavioral targeting
  14. 14. Yandex.Market №1 Comparison Shopping Tool Pay-per-click model, with a low initial price Monthly audience 14 million unique visitors, daily audience – 1,1 million* More than 12,500 online stores with more than 50 million offers Mobile applications with barcode reader *Source: comScore MMX, Russia, Home and Work Location, Age 15+, June 2013
  15. 15. Yandex.Market audience is constantly growing 18 16 Millions of users 14 12 10 8 6 4 2 0 Sept.2010 Dec.2010 Mar.2011 June.2011 Sept.2011 Dec.2011 Mar.2012 June.2012 Sept.2012 Dec.2012
  16. 16. Display advertising on Yandex — Only one exclusive banner on the page Large eye-catching format 200х300 / 728х90 — Advantageous position in terms of user attention on each service page
  17. 17. Yandex Main Page Wide Audience Reach — The most visited page on the Russian Web. Monthly audience – over 50 000 000 people. Banner 728 X 90 pixel — Huge image effect plus tens of thousands of visits to the advertised website. — Top 100 advertisers placed banners here: Honda, Nokia, Sony-Ericsson, Coca-Cola, Microsoft, Intel, etc.
  18. 18. Display advertising on Yandex: Thematic sections Yandex.Auto Yandex.Timetables Yandex.News 728 X 90 728 X 90 240 X 400 Yandex.Weather Yandex.Fotki Yandex.Afisha 728 X 90 300 X 250 240 X 400
  19. 19. Display targeting types • Soc-Dem Targeting (age, gender, income) • Targeting by Interests • Search Retargeting* • Behavioral Retargeting* • Look-alike *available additional targeting for Light TV Viewers
  20. 20. Bigger than any TV channel
  21. 21. Yandex.Metrica – web analytics tool
  22. 22. Yandex.Metrica — Available in English free web analytics tool — Let monitor the key effectiveness indicators of website, and evaluate the efficiency of ad campaigns — All statistical information available in intuitive graphs, charts and even videos — First data reports will be available within 15 minutes after installation
  23. 23. Yandex.Metrica The Webvisor technology on Yandex.Metrica allows to analyze user’s behavior by recording and then playing as the video their actions on the website. Available for free
  24. 24. Want to try Yandex? — Free RU-EN translation, training and initial setup — Local optimization and campaign feedback — Dedicated English speaking Account Manager — Web-based reporting, budgeting, etc. — All tools available in English interface — European sales office in Switzerland to deal with EUpayments (EUR/CHF/USD), taxation/VAT
  25. 25. Available to answer your questions — I will be happy to answer your questions during the day and explain how easy to start an own campaign quickly
  26. 26. Nikita Yampolski Sales Account Manager Yandex Europe AG +41 41 248 08 62 nyampolski@yandex-team.com Thank you!
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