Yandex with might and main shows its advertising in Vkontakte

In September, Yandex and Vkontakte agreed on an experiment - the display of advertisements intended for the Yandex advertising network on the Vkontakte website. Link to the article in "Vedomosti".

Many advertisers have already noticed their ads placed via the Yandex.Direct service in the Vkontakte spaces. Personally, I measured on 10 different computers and accounts - every second display of Vkontakte ads is a display of YAN advertising (Yandex advertising network). Thus, we can safely say that this is not an experiment, but a reality. And this is a great event for the entire advertising industry of the Runet.
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Why is this so?

First, the Yandex advertising network has grown by showing very strongly. So far it is difficult to talk about numbers, but according to the shows, the Vkontakte network is more than the Yandex network. If, indeed, every second display of Vkontakte advertising will now be a display of the YAN, it seems to me that one can safely expect a 50% increase in the shows of YAN.

Secondly, the number of hits on targeted Vkontakte advertising will plummet.

Thirdly, we can talk about the strategic cooperation of two huge players on the Runet.

Fourthly: we do not yet know whether Yandex received valuable socio-demographic data from Vkontakte, and whether it will receive it later. But if this happens, the entire structure of the media market for advertising on the Runet will undergo tremendous changes.

Just think what will happen if you manage to combine data on the most recent interests of the user with his socio-demographic data. Of course, if this happens, it will happen gradually, but in general the market is becoming more and more complicated. Perhaps in the future we will face a 100% division of advertising campaigns in Yandex for men and women. Or by age. Or by ... there you will see, by what parameter. And if only Yandex gets this data and other search players, such as Google, do not receive it, this will greatly strengthen Yandex’s position on the Runet.

Several technical features

According to the observations, the entire advertising block is either a YAN advertisement or a Vkontakte advertisement. That is, three ads. Hovering on an ad, we see that the link leads to the site through the YAN.



Vkontakte an advertisement appeared with an appeal to “you”, which is allowed by Yandex and prohibited by the rules of Vkontakte:



The length of the texts and headings has become longer (75 and 33 for Yandex, against 65 and 25 for Vkontakte):



Well, the last proof that this is really advertising "Yandex":



It seems that “Vkontakte” simply inserted the code of the YAN network partner to itself on the site. Naturally, with the refinement of styles, fonts, and what is important - without reference, that this is Yandex.Direct, as on all other sites.

Well, now "Vkontakte" shows advertising not only by interest, age and sex characteristics, groups, but also by what you were looking for yesterday at Yandex. We will closely monitor this cooperation.

Write to the comments of official statements and articles on this topic. Thank.