In early March 2022, Google Ads suspended ad impressions in Russia and Ukraine for an indefinite period. A little later, the team decided to suspend ad impressions launched in the accounts of Russian advertisers. YouTube Blocking: What Advertisers Should Do
For ordinary users, disabling ads on YouTube is good news (free access to YouTube Premium). Advertisers have lost access to one of the TOP-5 sites by traffic in the Russian Federation. Every month, about 80 million people visited YouTube.
Nevertheless, due to the departure or “temporary suspension” of work of international companies, a unique situation has arisen for Russian advertisers. Right now, against the backdrop of reduced competition, is the time to declare your brand.
Moreover, there are suitable sites for this. For example, placement on YouTube can replace campaigns in Yandex.Video Network.
Yandex Video Network
Yandex Video Network is not one huge video hosting site like YouTube. It is a collection of online cinema sites, TV channels, smaller video hosting sites, etc.
The audience of Yandex Video Network is not similar to the audience of YouTube. According to Mediascope, the intersection of the two audiences is only 23% of the Video Network audience. The reach is comparable to YouTube – 77 million users per month. YouTube Blocking: What Advertisers Should Do.
In the current situation, taking into account the blocking of YouTube, we can predict an increase in the reach of Yandex Video Network. Most likely, this will lead to a decrease in the cost of advertising placements.
Yandex Video Network Targeting
Yandex Video Network will suit almost all advertisers interested in reach placements, having videos or the ability to quickly create them.
All the usual video advertising formats, payment methods, as well as the main types of targeting are available in Yandex Video Network. They are identical to Google Ads: demographics + geo, interests, remarketing. There is a division into broad “audiences by interests” and more warmed-up “audiences of interested users” – in the Yandex Video Network these are “interests for any period” or “short-term”, respectively.
The variety of targeting is not limited to this. Like in Google, Yandex allows targeting visitors to cafes, stores, and entertainment venues. However, the targeting is much more diverse, since Yandex is able to collect data on Russian users much more accurately. For example, in Google, frequent visitors to cafes and restaurants are one audience, and in Yandex.Video Network you can target separately visitors to coffee shops, pizzerias, or lovers of Japanese cuisine.
By the way, in Yandex.Video Network you can also find unique targeting austria phone number library that is not available in Google. For example, targeting car owners or representatives of certain professions. Therefore, for advertisers from some industries, Yandex Video Network is a more convenient placement option than YouTube, where they simply could not reach their audience.
Yandex Video Network: nuances
When launching ads in you need to take into khuraafaadka seo ee laga yaabo inay dib u hayaan ganacsigaaga account one nuance. If you previously used targeting for special, manually created audiences, and / or launched exclusively video campaigns with CPA strategies on YouTube, an exact copy of such a launch in Yandex.Video Network will not work.
Currently, the platform does not big work allow you to create extremely narrow and targeted special audiences based on keywords, links to sites and other data. Most likely, you will be able to compensate for the lack of this option due to more accurate sets of targeting in Yandex.Video Network, which were mentioned above. Additionally, you can use your own data from CRM.
At the moment, only strategies with payment for 1000 impressions or views are available for placements in the Video Network, so it will not be possible to optimize your media campaign for the value or number of conversions.
Launching advertising in Yandex.Video Network
Of course, the only thing that any business cannot tolerate for a long time is losses. Therefore, we recommend not to refuse advertising, including media. At the moment, there are no restrictions on launching video advertising in the Yandex Video Network, except for those restrictions provided for by the legislation of the Russian Federation.
However, we have long been able to collect data on conversions from impressions in the Yandex Video Network using their own tool – Yandex.Metrica for media advertising. Therefore, with any coverage launch, you are guaranteed to be able to estimate the volume of conversions that video advertising brought.
