Yandex is the leading search engine and digital advertising platform in Russia, with a 68% share of the online advertising market. Yandex.Direct is their pay-per-click advertising service that allows advertisers to bid on keyword placements on Yandex search results and partner sites. Advertisers can target users through keyword, location, time, content and behavioral targeting. The Yandex Advertising Network reaches over 90% of the Russian internet through partnerships with many top Russian websites.

1. How to enter the Russian market

2. Yandex is Russia’s leading contextual advertiser
3% 2%
Yandex
28%
Google
Russia
Begun
68%
Source: LiveInternet.ru, Мarch 2013
Other

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. 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. 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. 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. Yandex Search Results Page
1st Premium
Premium
Contextual
Banner

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

9. Yandex Advertising Network (YAN) – the best sites
of Russian internet

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

11. PPC interface available in English

12. Bid management in English

13. Types of Targeting
Seach:
— Keyword targeting
— Geographic targeting
— Time targeting
Content:
— Thematic targeting
— Behavioral targeting

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. 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. 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. 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. 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. 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. Bigger than any TV channel

21. Yandex.Metrica – web analytics tool

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. 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. 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. 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. Nikita Yampolski
Sales Account Manager
Yandex Europe AG
+41 41 248 08 62
nyampolski@yandex-team.com
Thank you!