Unified Performance Campaign
One Yandex Direct campaign across Search, the Advertising Network, Maps and Product Gallery. The expert mode that gives the most control on Yandex.
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Yandex Direct campaign type
Yandex Display Advertising: Media Campaign Management
Yandex media campaigns are awareness campaigns in which we buy banner and video ads on a cost-per-thousand-impressions (CPM) basis. The aim is to reach the right person often enough; click-through rate is a secondary signal here. We read success through reach, frequency and brand studies. In Türkiye, we open this Yandex display advertising campaign type most often to introduce a brand or a new resort to Russian-speaking audiences.
Purpose and appearance
What do we use this format for?
We use media campaigns to announce a newly opened hotel, resort or residential project to Russian-speaking Yandex users before the season starts. The goal is to appear to the same person a few times at a controlled frequency and raise branded searches and direct visits when the season arrives. We measure impact with a Brand Lift or Search Lift study, or, if the budget does not cover one, with the change in branded search volume.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
CPM auction vs. fixed CPM in Yandex media advertising
Yandex sells media ads in two ways. In the CPM auction model, formats such as the media banner, video ad, video banner and the banner below the search bar are used; the price varies with competition, sector and targeting. In the fixed CPM model, prominent placements such as the premium banner, mini banner, premium billboard and cover branding are bought at a set price.
The format lists and reach figures on Yandex's help pages mostly describe the Russian market. In each plan, we confirm separately with Yandex which premium formats are sold in Türkiye and which placements reach Turkish-speaking or Russian-speaking audiences. That is why we do not use Russian market reach figures on this page.
Targeting and frequency caps in Yandex media campaigns
Targeting can use user profile, content types and topics, and restrictions can be added to avoid appearing in certain content types. For us, the most important setting is the frequency cap. Yandex's cross-device frequency cap sets the maximum number of times a user sees the ad over the whole campaign or within a given number of days.
- For two-to-three-week launches, we keep weekly frequency per user low and widen reach.
- For a single seasonal message (e.g. early booking), we raise frequency slightly and prioritize recall.
- We plan Russian-speaking and Turkish-speaking audiences in separate campaigns with separate creatives.
- We build a segment from users who saw the media campaign and retarget them later in a performance campaign.
Brand Lift, Search Lift and other Yandex studies
Click-through rate is a misleading metric in media campaigns. So Yandex offers four types of studies: Brand Lift, which measures recall and brand perception; Search Lift, which measures the increase in branded searches; Visit Lift, which measures the increase in site visits; and Target Lift, which measures the increase in specific goal actions. We confirm a study's eligibility and duration with Yandex at the planning stage.
For small budgets where a study is not possible, we compare branded search volume and direct traffic before and after the campaign. For this we use GA4 and Metrica data together, plus Yandex's keyword statistics for Russian branded queries. If putting the same awareness budget into YouTube video campaigns or the Google Display Network makes more sense, we say so clearly.
Media campaign vs. engagement campaign vs. Navigator banners
Yandex has three separate products that show banners, and they are often confused. The media campaign is the reach-focused auction product we manage inside Yandex Direct. The engagement campaign targets traffic and engagement with guaranteed visibility, and the Yandex team handles its optimization. Banners and billboards in Yandex Navigator and Maps are a separate, location-based family. We decide which to open based on whether the brief's goal is reach, site traffic or visits to a point of sale.
Media (Display) Campaign: when do we recommend it?
We recommend it
- Brands introducing a new hotel, resort or project to Russian-speaking audiences
- Tourism and real estate brands that want to build recall before the season
- Accounts looking for an upper-funnel layer to feed demand into search campaigns
We don't recommend it
- Brands that allocate budget by last-click sales and cannot fund brand studies
- Accounts that cannot produce banner and video creative
- Short, low-budget campaigns that cannot reach meaningful reach
How we manage Media (Display) Campaign
- Reach goalWe define in numbers who we want to reach, how many times and in which period.
- Format and modelWe compare the auction with fixed-CPM premium formats and confirm which are sold in Türkiye.
- Creatives by languageWe prepare banner and video creatives per language, with several variations.
- Frequency and exclusionsWe set the cross-device frequency cap and content restrictions.
- Impact measurementIf eligible, we run a Brand Lift or Search Lift study; if not, a branded search comparison.
Media (Display) Campaign: metrics and requirements
Metrics we track
- Unique reach
- Average frequency
- Viewable impressions
- Video completion rate
- Brand recall lift
- Branded search lift
What you need to get started
- Banner and video creatives (for each target language)
- A reach and frequency goal showing how many people to reach and how often
- A working Metrica counter on the site for Visit Lift and Target Lift
- Advance planning with Yandex if a study will run
Official sources
The Brand Move Yandex Team
Contact us nowTo learn more about Media (Display) Campaign or other Yandex ad formats, contact The Brand Move Yandex team today.
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Yandex Ads overview
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Viewable display ads on Turkish websites through Yandex Ads, with no charge for unseen impressions and a bigger retargeting pool.
ExploreYandex Geo: Priority Placement
A green pin, higher positions and a richer business card in Yandex Maps and Navigator. Brings routes and calls to physical locations.
ExploreYandex Navigator and Maps Media Ads
Banners, on-route billboards, logo pins and Branded Route in Yandex Navigator and Maps. Brand reach for people on the move.
ExploreYandex Ecomm+
A Yandex e-commerce campaign where you pay only for results, with a CPA or ROAS strategy running on your product feed and Metrica.
ExploreFrequently asked questions
Media (Display) Campaign: frequently asked questions
What is a Yandex media campaign?
It is the Yandex Direct campaign type for display and video awareness advertising, bought on a CPM basis either in an auction or as fixed-price premium placements, with cross-device frequency caps and optional brand studies.
Do we pay per click in a Yandex media campaign?
No, payment is per thousand impressions. Depending on the format, the price is set in an auction or sold as a fixed CPM for premium placements. We set campaign goals around reach and frequency and use click-through rate only to compare creatives with each other.
How do we see a media campaign's effect on sales?
Indirectly. Yandex's Brand Lift, Search Lift, Visit Lift and Target Lift studies compare groups that saw and did not see the campaign. If study conditions cannot be met, we compare changes in branded searches and direct traffic before and after the campaign.
Can we show performance ads to this audience later?
Yes. We can build a segment from users who saw the media campaign and retarget them in a Unified Performance Campaign. That way awareness and performance campaigns become two steps of the same plan, and we track the segment's size throughout the campaign.
Does Yandex display advertising reach Russian speakers in Türkiye?
That is our main use case for it: reaching Russian-speaking Yandex users with a brand, resort or project before the season. Which formats and placements are available for Türkiye is confirmed with Yandex for each plan.
Let's run a first Media (Display) Campaign review together.
In a free call we review your search terms report, conversion settings and budget split, then send you the first three fixes in writing.
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