Yandex found new ways to monetize mobile traffic
The company "Yandex" announced two innovations in working with advertisers. This concerns the monetization of mobile traffic. The company's management hopes that in this way it will be possible to get more profit from advertising.
From the end of May, all search engine sites and its partners will be available for mobile banner advertising. For example, such announcements have already appeared in the sections of the site “Billboard” , “Weather” , “Schedules” . Before that, such advertising could only be placed on the main page of a search engine. Banners can be purchased at a special auction. It will be held in real time. Advertisers will also be able to use targeting by sex and age, search interests and mobile device manufacturers.
The second innovation is the ability to create special ads for mobile devices. It will be received by buyers of contextual advertising in Yandex.Direct . Before the announcement of "Yandex" for mobile and desktop devices did not differ from each other.
As representatives of Yandex explain, with the help of such announcements, companies offering food delivery or repair services can not just tell about themselves, but also suggest that the customer call - he can do this by clicking on a special icon in the ad.
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In addition, advertisers have the opportunity to assign separate rates per click for transitions from mobile devices and to vary the coefficient of these rates from -50% to + 300% to their rate on the desktop for the same phrase. For example, if an advertiser’s bid for switching to an ad for a phrase is 20 rubles, the minimum rate for mobile devices will be 10 rubles, and the maximum - 80 rubles, explained Alexander Russia’s general director Yandex in Russia, Alexander Shulgin.
“We see a great interest in mobile formats from advertisers. For example, “Direct” in March of this year launched the rate coefficient for keywords for displaying ads on mobile devices. This opportunity began to be used in 8% of advertising campaigns, as a result, the price per click on such ads increased by a quarter, ”the press service of Yandex informs.
In the first quarter of this year, users of mobile devices provided the company with 20% of revenue (this is 2.4 billion rubles), with a total revenue of 12.3 billion rubles. In the first quarter of last year, this figure was 7% less. In 2014, annual revenue in the mobile segment (6.9 billion) almost doubled compared with 2013 (3.9 billion).
93% of revenue in the first quarter of 2015, the company received from the sale of contextual advertising, and 5% from the sale of banner advertising, RBC reports .
From the end of May, all search engine sites and its partners will be available for mobile banner advertising. For example, such announcements have already appeared in the sections of the site “Billboard” , “Weather” , “Schedules” . Before that, such advertising could only be placed on the main page of a search engine. Banners can be purchased at a special auction. It will be held in real time. Advertisers will also be able to use targeting by sex and age, search interests and mobile device manufacturers.
The second innovation is the ability to create special ads for mobile devices. It will be received by buyers of contextual advertising in Yandex.Direct . Before the announcement of "Yandex" for mobile and desktop devices did not differ from each other.
As representatives of Yandex explain, with the help of such announcements, companies offering food delivery or repair services can not just tell about themselves, but also suggest that the customer call - he can do this by clicking on a special icon in the ad.
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In addition, advertisers have the opportunity to assign separate rates per click for transitions from mobile devices and to vary the coefficient of these rates from -50% to + 300% to their rate on the desktop for the same phrase. For example, if an advertiser’s bid for switching to an ad for a phrase is 20 rubles, the minimum rate for mobile devices will be 10 rubles, and the maximum - 80 rubles, explained Alexander Russia’s general director Yandex in Russia, Alexander Shulgin.
“We see a great interest in mobile formats from advertisers. For example, “Direct” in March of this year launched the rate coefficient for keywords for displaying ads on mobile devices. This opportunity began to be used in 8% of advertising campaigns, as a result, the price per click on such ads increased by a quarter, ”the press service of Yandex informs.
In the first quarter of this year, users of mobile devices provided the company with 20% of revenue (this is 2.4 billion rubles), with a total revenue of 12.3 billion rubles. In the first quarter of last year, this figure was 7% less. In 2014, annual revenue in the mobile segment (6.9 billion) almost doubled compared with 2013 (3.9 billion).
93% of revenue in the first quarter of 2015, the company received from the sale of contextual advertising, and 5% from the sale of banner advertising, RBC reports .
Source: https://habr.com/ru/post/291048/
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