1) Video ads in Yandex.Direct allow small and medium businesses to advertise using their own video content at a cost-per-click (CPC) basis, avoiding high costs of video production and cost-per-impression (CPM) payments. 2) Video ads can be played before, during or after video content on the Yandex Video Network and on partner sites, reaching over 37 million monthly users. Advertisers can upload their own videos or use clips from Yandex's library. 3) Creating a video ad campaign is easy - advertisers simply create or use an existing text-based campaign, add a video creative, set the display settings and bids, then launch. Compared to regular

1. Video ads
Video performance advertising in Yandex.Direct

2. We asked small and medium-sized businesses
what stops them from serving video ads
1. Video content is expensive. To produce decent
video content, we need to spend as much
money as we spend on the campaign’s budget.
2. The average CPM in the Yandex Video Network
is 300 RUB. That’s expensive. Can we pay for
actions instead of impressions?
3. Smaller companies like us don’t have the means
to track metrics like brand recognition or how
memorable our slogans are.

3. Video ads in Yandex.Direct are our answer to
small and medium-sized businesses
1. Performance advertising = CPC payment.
2. You can use own your video content, filmed
using your smartphone, or choose from video
clips in our library.
• Your brand is safe. Once a clip from our library
appears to a user, no other company’s ad will
appear with this clip for 30 days. This guarantees
the safety of your brand identity.
3. Easy-to-track performance metrics: CTR and
CPC.

4. Video ads in the sales funnel
4
This is where video
ads are most effective
BrandawarenessPerfomanceadvertising
Brand
recognition
Demand
generation
Demand
stimulation
Sales
Awareness
Interest
Decision-making
Purchase
Repeat
purchase

5. Video ads appear in the Yandex Video Network
5
TV online KinoPoisk Other Yandex services
On-demand video Video in search
And 300+ more partner
sites
Yandex Video Network
37 000 000 monthly users

6. Ad blocks in the Yandex Video Network
6
INSTREAM (Multi-roll)
Ads appear as part of video content, either before,
during or after. Users can skip them after three
seconds.
OUTSTREAM (In-page)
Built right into content on informational sites.
INTERSTITIAL
Full-screen ads on smartphones
that appear while an app is loading.
The advertiser decides whether
users must watch the ad in full
or can skip it after five seconds.

7. 3 steps for an easy launch
7
Create
• Create a new Text & Image
campaign or open an existing
one
• Create a new ad group or open
an existing one
Configure
• Add a creative
• Upload your clip or choose one
from our library
• Fill out the fields
Launch
• Choose your display settings
and set your bids
• Launch your campaign as
usual

8. Video ads vs Video extensions
8
Video ads Video extensions
Payment per click Payment per click
Separate text and title (set in Ad Builder) Ad text and title taken from Text & Image ads
Separate bids for group of video ads Bid management using adjustments
Option to create separate video ad campaign with a
separate display strategy
One strategy for entire Text & Image campaign
Option to create separate budget for video ads Shared budget for entire Text & Image campaign
Two ways to generate video backgrounds for video
ads:
1) using your own video content
2) using a clip from the Yandex.Direct library
Three ways to generate video backgrounds for
video extensions:
1) using your own video content
2) using a clip from the Yandex.Direct library
3) using images from Text & Image ads (video
extensions by default)
For us, video ads are the second generation perfected video extensions.

9. Recommendations for your best performance
9
• Use your own video. Our experiments have shown that
ads with their own video content are 5X more effective
that those using video from our library. Moreover, the
cameras on most smartphones can record video
indistinguishable from professional filmed clips.
• Make your offer clear in 15 seconds. Videos from 14.5
to 60 seconds in length are accepted, but only the first
15 seconds of the video will be shown.
• An important benchmark: average CTR of video ads is
from 3% to 5.5% depending on the product or service
advertised.

10. Result:
The clickable video made from original
video content attracted a higher-
quality audience.
Its high CTR (5.5%) helped bring 83%
of the campaign’s clicks with a CPC
86% lower than other YAN formats.
Midea wanted to generate publicity for
a store opening using all the ad formats
available for impressions in the Yandex
Advertising Network..
Household appliances
Period: May 2018 (4 weeks)
The 15-second clickable clip
with its own video received
higher quality attention than
other YAN formats, with an
86% lower CPC.
iprospect.comyandex.ru/adv/solutions in collaboration with
Impressions
26%
74%
Clicks
83%
17%
CTR
5.5%
0.42%
CPC
video other Yandex.Metrica data, 2018
86%

11. Video ads: the main advantages
11
1. Manage your campaigns with ease — set separate
bids for click in video ads
2. Get additional traffic from new audiences in the
Yandex Video Network
3. React to existing demand using keywords and the
other targeting types you use in your Text & Image
campaigns

12. Why wait? Launch your own
video ads now!
If you have any questions, please contact that
Yandex.Direct support service or your Yandex manager or
give us a call 8 (800) 234 24 80