Russia: Yandex expands its digital outdoor advertising network through collaboration with a retail chain

Integration of offline platforms with online advertising services is becoming more active in the digital media market. As part of the new partnership, one of Russia's leading technology holdings has signed an agreement with a major retail chain to launch a digital outdoor advertising format in store windows.

According to the agreement, users of the advertising platform will be able to post videos on screens installed in stores of the popular retail chain. The main implementation will be implemented in Moscow and St. Petersburg-cities with a high level of pedestrian traffic. Screens are placed on storefronts with a street orientation, which allows you to cover not only visitors to retail outlets, but also passers-by.

The placement model assumes that the cost is calculated based on the number of actual contacts with the audience that is in the field of view of the screen at the time of broadcast. The calculation is based on the real-time Opportunity To See (rtOTS) metric — for every thousand contacts recorded in real time. This approach allows you to increase the efficiency of investment in advertising campaigns by minimizing unproductive impressions.

According to the company's estimates, cooperation with a large retail network will significantly increase the coverage density in residential areas. Due to the location of stores near residential areas, hyperlocal targeting is possible, which makes the format attractive for small and medium-sized businesses focused on local audiences.

By the end of this year, the company plans to expand its digital outdoor advertising network to more than 3,000 screens. The growth of coverage will be achieved both through partner integrations and through the development of our own infrastructure. Strengthening our position in the outdoor digital advertising segment is seen as a strategically important area for our business.

The synergy of online tools and offline space creates new formats for advertisers, providing them with flexible and measurable channels of interaction with the audience in an urban environment.