Yandex - How to enter the Russian market
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Transcript of Yandex - How to enter the Russian market
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How to enter the Russian market
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68%
28%
3% 2%
Yandex
GoogleRussia
Begun
Other
Yandex is Russia’s leading contextual advertiser
Source: LiveInternet.ru, Мarch 2013
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Yandex – the Russia’s biggest internet ad platform
* Company Information, FY 2012 ** RACA for 2012, adjusted for commissions
350.000 advertisers
Shows ads to 50 million
people every day
53% online
ad market share
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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.
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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
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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
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Yandex Search Results Page
Premium Contextual Banner
1st Premium
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Yandex Search Results Page
Dynamic
impressions
on 2d
and further
pages
Dynamic
impressions
on 2d
and further
pages
Guaranteed
Placement
1st Place
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Yandex Advertising Network (YAN) – the best sites of Russian internet
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YAN partners sites can be 2 types:
Search sites
(search targeting)
Content sites
(content targeting)
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PPC interface available in English
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Bid management in English
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Types of Targeting
— Thematic targeting
— Behavioral targeting
Content:
Seach: — Keyword targeting
— Geographic targeting
— Time targeting
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№1 Comparison Shopping Tool
Yandex.Market
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
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Sept.2010 Dec.2010 Mar.2011 June.2011 Sept.2011 Dec.2011 Mar.2012 June.2012 Sept.2012 Dec.2012
Mill
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f u
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Yandex.Market audience is constantly growing
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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
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Wide Audience Reach
Yandex Main Page
—The most visited page
on the Russian Web. Monthly
audience – over 50 000 000
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.
Banner 728 X 90 pixel
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Display advertising on Yandex: Thematic sections
Yandex.Auto Yandex.Timetables
Yandex.News
Yandex.Weather Yandex.Fotki
Yandex.Afisha
728 X 90
728 X 90
240 X 400
300 X 250
728 X 90
240 X 400
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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
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Bigger than any TV channel
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Yandex.Metrica – web analytics tool
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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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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 EU-
payments (EUR/CHF/USD), taxation/VAT
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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
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Nikita Yampolski
Sales Account Manager
+41 41 248 08 62
Thank you!
Yandex Europe AG