Yandex is a large European internet company headquartered in Russia with over 6000 employees in 16 offices worldwide. Their mission is to build people-centric products and services to help users solve everyday problems. As one of the top 6 global search engines, Yandex has over 20% market share in several Eastern European and Central Asian countries. The document outlines Yandex's advertising solutions for increasing sales, selling goods, and maximizing traffic, including contextual advertising through Yandex Direct and display advertising across Yandex sites. It also describes Yandex's role in the growing Russian internet and advertising markets.

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our mission
Our mission
Search
To help users solve their everyday
problems by building people-centric
products and services.

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Yandex globally
One of the largest European
internet-companies
capitalization on NASDAQ (YNDX)
Source: as of market close on August 15, 2014

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Offices around the world
More than
6000 people
16 offices:
Russia, Ukraine, Belarus, US, Switzerland,
Turkey and Germany.
Source: as of market close on August 15, 2014

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World population:
7 BILLION
Internet population:
2 BILLION
Search engines:
6

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One of 6 search technologies recognized
Over 20% market share
Czech Rep, 1996
Korea, 1999
Russia, 1997
China, 2001
US, 1998
US, 2009

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One of 3 global search engines

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Russia’s internet
audience

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Russian is the 4th most spoken language
globally. 250–300 millions speakers
Mandarin Spanish English Russian
Confucius
Miguel de Cervantes William Shakespeare Leo Tolstoy
Source: SIL Internationaal (2002), George Weber (1997), Euromonitor (August 2010), Rosstat (2010), Company data, Morgan, Stanley Research.

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Low penetration – high upside (%) !
Source: eMarketer, June 2014

12. in 2013 Russia became the largest
internet audience in Europe
12
Top 10 Internet Countries in Europe, million
Russia
Germany
France
United Kingdom
Turkey
Italy
Spain
Poland
Netherlands
Ukraine
82,9
60,3
50,1
49,7
35,8
35,4
30,6
25,7
16,8
14,3
Source: eMarketer, Internetlivestats, July 2014

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Russia’s advertising
market

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The Russia’s advertising market grows
rapidly
The largest contributors to the growth
of the world’s ad market (bn., $)
Country Growth
1 U.S.A. 23.66
2 China 15.73
3 Indonesia 6.02
4 Argentina 5.37
5 UK 4.80
6 Brazil 3.89
7 Japan 2.65
8 Russia 2.35
9 South Korea 2.15
10 Mexico 2.12
Source: ZenithOptimedia, June 2014.
From 2013 to 2016 Russia’s
ad market is expected to grow
by $2.35 billion

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How the Russia’s ad market will look?
Volume of ad market’s segments in dynamics (bn. rubles).
200
180
160
140
120
100
80
60
40
20
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
Billion rubles
TV
Internet
Outdoor
Magazines
Source: ZenithOptimedia, June 2013

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Bigger than any TV channel
27,000
24,000
21,000
18,000
15,000
12,000
9,000
6,000
3,000
0
1/1/08 1/1/09 1/1/10 1/1/11 1/1/12 1/1/13 1/1/14
Source: TNS TV Index, TNS Web Index, Russian daily audience aged 12-54, cities with population 100 000 and more , August 2013.

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Yandex is the first search engine in Russia
Source: LiveInternet.ru, July 2014

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Yandex is well-known in the rest of
CIS-countries
Source: LiveInternet.ru, July, 2014
Belarus
44.2%
Ukraine
32.4%
Kazakhstan
24.5%

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Russian e-commerce market
82.9 million
monthly users online of all population
30.6 million
users buy in e-shops
Growth is due to expansion of regional shoppers.
58%
Source: eMarketer, July 2014

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Yandex advertising
solutions

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Goals of an advertising campaign can be
different
Goal 1 Goal 2 Goal 3
Increase sales Sell goods, garments,
electronics
Maximizing traffic / coverage
Bring new product or service
to the market
Stimulating demand and
niche branding

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Goal 1
Increase sales

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Yandex is Russia’s leader in contextual
advertising market
Source: eLama, 2014

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Yandex.Direct
The largest system for contextual advertising in Russia.
Cost-per-click, auction-based model.
Advertisers choose how much they
wish to pay for a click.
Show ads only to those web
users who are looking for
advertised products or services.
Shows ads to more than
70 million people every day.

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Direct Paid Search Features
The highest relevance.
Keyword targeting, Geo targeting, Behavioral targeting.
Budget control.
Pay per click, detailed statistics. Reporting at keyword level.
Timings control.
You can start and stop the campaign whenever you want.
Clarity.
Ability to track user behavior and conversion rates.
Technology.
Automated options for large upload volumes, group editing. API.

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Where you can find your ads
Yandex Search
Yandex. Network

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Yandex Search Results Page
Premium
Contextual
Banner
1st
Premium

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Yandex Search Results Page
Guaranteed
Placement
Dynamic
impressions
on 2d
and further
pages
1st
Place

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YAN – Yandex Advertisement Network

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YAN partners sites can be 2 types:
Search sites (search targeting) Content sites (content targeting)

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Yandex Advertising Network provides
advertisers access to a wider audience
Million
60
55
50
45
40
35
30
25
20
15
10
5
Source: Yandex, April, 2014
Yandex
Network’s
audience
Audience
intersection
Yandex’s
audience
0
September
2013
April
2014
September
2012
September
2011
September
2010
September
2009
September
2008
September
2007
March
2013
March
2012
March
2011
March
2010
March
2009
March
2008
March
2007

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PPC interface available in English

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Bid management in English

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Goal 2
Goal 2
Sell goods, garments,
electronics

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Yandex.Market
№1 Comparison Shopping Tool
Monthly audience almost
13 million unique visitors,
daily audience – 1.9 million
More than 14,000
online stores with more than
50 million offers
Source: comScore MMX, Russia, Home and Work Location, Age 15+, May 2014.

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Goal 3
Maximizing traffic / coverage
Bring new product or service
to the market
Stimulating demand and niche
branding

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Display advertising on Yandex
Only one exclusive banner on the page
Large eye – catching format 200 х 300 / 728 х 90
Advantageous position in terms of user attention on each
service page

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Yandex Main Page
Banner 100 X 600 pixel
Banner 728 X 90 pixel
The most visited page on the
Russian Web. Monthly audience –
over 49 000 000 people.
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.

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Wide range of Banner Ad
options available

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Display advertising on Yandex: Thematic
Yandex.Auto
Yandex.Weather
Yandex.Timetables
Yandex.Fotki
Yandex.News
Yandex.Afisha
300 X 250
300 X 250
240 X 400
240 X 400
728 X 90
240 X 400

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Media-Contextual Banner
Keyword Targeting
Double hit – visual attention grabbing
while targeting through keywords
Guaranteed contact with your target
audience
Banner
200 X 300
pixel

42. The last but not the least – Yandex.Metrica – our web analytics tool
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Yandex.Metrica
Free web analytics tool in English

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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

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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.

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Why try Yandex?
English-to-Russian translation, training and initial setup
Optimization and campaign/site feedback
English-speaking Account Manager
Web-based reporting, budgeting, etc.
Tools and interfaces are available in English
European sales office in Switzerland to deal with EU-payments
(EUR/CHF/USD), post/pre-paid non-resident (RU) contracts

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Thank you!

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Preston Carey
Business Development Director
Yandex Inc
+1 857 288 8762
preston.carey@yandex.com