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.

And now, many advertisers have noticed their ads placed through the Yandex.Direct service on Vkontakte. Personally, I measured on 10 different computers and accounts - every second display of Vkontakte advertising - the display of advertising of YAN (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.
')
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 50% of the growth in YAN.

Secondly: the number of hits on targeted Vkontakte advertising will fall sharply.

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 on the whole the market becomes more and more complicated. Perhaps in the future we will face a 100% division of advertising campaigns in Yandex into men and women. Or by age. Or by ... there will be seen on what. And if only Yandex receives this data and other search players such as Google do not receive it, this will greatly strengthen Yandex’s position on the Runet.

And now let's see a few technical features.

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


Vkontakte has an advertisement with an appeal to “you”, which is allowed by Yandex and prohibited by Vkontakte rules.


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


Well, the last proof that this is really a Yandex advertisement :-)


It seems that Vkontakte simply inserted the code of the YAN network’s partner on his website :-) Naturally with improvements in styles, fonts, and what is important without a link, that this is Yandex.Direct as on all other sites.

Well, now Vkontakte shows ads not only by interest, age and age signs, groups, but also by what you were looking for yesterday in Yandex. We will closely monitor this cooperation.

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