To measure if banners are actually bringing results can be challenging, so naturally I got curious when I saw a recent study on banner ads.
IMHO Vi, a big ad selling agency in Russia, has studied effectiveness of the advertising campaign for a smartphone. To do this, they’ve placed a banner on the home page of Yandex, the largest internet portal in Russia, and analyzed how it affected the brand metrics, such as brand awareness, brand recall and purchase intent. Let’s see what they have to say!
Yandex keeps tweaking their advertising products and making them better. In the beginning of the year the company introduced 3 new features to make Yandex.Direct ads more effective.
1. Image ads for Yandex Advertising Network (YAN)
Being used to Google AdWords, I was always missing image ad formats in Yandex content network. Images are so much more appealing; they attract attention and give better impression about the product than boring text links.
This is the first post in the new Q&A section, and it is to cover a question I recently received about Yandex content network targeting.
How to select TOPICS in Yandex Display Network targeting (just like AdWords)?
First of all, there is a difference between Yandex content network and display advertising on Yandex.
One of my readers recently asked me how to estimate the budget needed for a PPC campaign on Yandex Direct. Google provides quite good tools for that to anyone who has a Google account, and so does Yandex, just in a slightly clumsier way.
How much my keyword costs on Yandex?
Right on the front page of Yandex Direct, in the top right corner, there are two not very prominent, but important items: Keyword Selection and Budget Forecast. That’s where you start gathering the information.
Keyword Selection in linked to Yandex’s keyword tool also known as Yandex Wordstat. The tool provides keyword ideas and monthly search volumes for specified country or region. Although the suggestions from Yandex Wordstat are integrated into Yandex Direct interface and can be accessed easily at the stage of creating ads, I still prefer compiling my keyword lists using this tool. Continue reading…
In 2010 Russia became the fastest growing market in Europe in terms of online advertising revenues, and continued strong growth throughout 2011. According to the Russian Association of Advertising Agencies (AKAR), the market reached 1,4 billion USD, which is a 56% increase comparing to 2010.
According to AdScore (in Russian), Yandex holds the largest share of Russian contextual advertising market, followed by Google Russia and Begun:
Russian Contextual Advertising Market