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Yandex Navigator and Yandex Maps Advertising for Drivers

Media ads in Yandex Navigator and Yandex Maps are location-based formats that reach drivers and pedestrians during their journey: banners shown while a route is being built, billboards that appear on the route as users approach, logo pins and the brand logo in the search menu. Most are sold at a fixed CPM; some newer formats are charged per route or per visit to a point of sale.

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Your brandOffer on your routeBillboard★Navigation bannerWhile planning a route or when stoppedBillboard on the routeAppears as you approachLogo pinWhen passing near your storeRoute suggestionBrings drivers by without a detourLogo in search menuYour brand in category list
Illustrative view: illustrative view of ad formats on the navigation screen.
Purpose and appearance

What do we use this format for?

We use Navigator and Maps ads to show the brand to drivers mid-journey and draw them to points of sale along the way. For a car launch or holiday traffic before a public holiday we aim for broad reach; for a fuel station or roadside restaurant, direct visits through route recommendations. Success is read through branded searches and point-of-sale visits by region.

Funnel stages it serves

  1. Awareness
  2. Consideration
  3. Conversion
  4. Loyalty

Yandex Navigator and Maps ad formats by journey moment

We plan formats by grouping them around the user's moment in the journey: route start, driving and the search screen. Each format captures attention at a different moment, so the same creative does not work in all of them. At the start of a route the user is looking at the screen, while on the move they only glance at it; we adjust message length and visual simplicity accordingly.

  • Navigation banner: Appears while a route is being built or when the vehicle stops; tapping it opens an offer, a call, the website or the location on the map.
  • On-route billboard: Works like digital out-of-home and appears on screen as the user approaches the location.
  • On-route logo pin: Shows a branded location marker to drivers passing near a point of sale.
  • Brand logo in the search menu: According to Yandex, 70% of users start their route from the search screen; the logo sits on this screen.
  • Premium banner, premium billboard and Premium Pin: A brand-specific 3D object or mascot on the map; while a Premium Pin is shown, no other advertiser appears on screen.

Branded Route and route recommendations: paying per route or per visit

Branded Route is a new format sold at a fixed cost per route (CPR). During the first three hours of a user's route, only your pin, billboard and banner are shown. It is used to accompany audiences on long journeys as the only brand, for example drivers heading out of the city before a public holiday.

Route recommendations work on a fixCPA model: you pay if the user starts a new route that passes through your point of sale. Yandex states that the recommendation is made without significantly lengthening the trip. For roadside businesses such as fuel stations, roadside restaurants, car washes and drive-throughs, this is the clearest way to tie an awareness budget directly to visits.

Special projects: Promo Object, Branded Cursor and Influencer

For launches or major campaign periods, Yandex offers special projects. A Promo Object sits on the map as a 3D object and, when tapped, opens a full-screen view, a story or a web page. The Branded Cursor replaces the standard navigation arrow with a 3D model of the brand and remains selectable in the user's menu even after the campaign ends. The Influencer format shows an interactive object in traffic to users on the move. We recommend these projects only to brands with the time and budget for creative production and a natural link to driving, such as automotive, fuel or new car launches.

Planning and measuring Navigator ads in Türkiye

According to Yandex data, the average route in Türkiye is 37 km and the median route is 7 km. In other words, half of all routes are short trips within the city. Because users have little time to look at the screen on a short route, we limit banner copy to a few words and work with a logo and a single offer. When we build the location-based out-of-home plan together with DV360 digital out-of-home, we cover the same areas through two channels. We read the impact by region within funnel analysis, using branded searches, store visits and sales data. To make the point of sale itself stand out in search, Priority Placement is a better fit.

Yandex Navigator and Maps Media Ads: when do we recommend it?

We recommend it

  • Brands with a natural link to drivers, such as automotive, fuel, insurance and car maintenance
  • Restaurant, grocery and service chains with points of sale along the road
  • Brands launching in Istanbul that want broad reach in a short time
  • Advertisers who want to reach people traveling between cities during public holidays and vacation periods

We don't recommend it

  • Digital products with no link to travel or physical location
  • Brands without time for creative production that cannot prepare adequately for a special project
  • Local businesses targeting only a small area outside Istanbul

How we manage Yandex Navigator and Maps Media Ads

  1. Choosing the journey momentWe decide which of route start, driving, stopping or the search screen fits the goal.
  2. Model selectionWe choose between fixed CPM, Branded Route on CPR or route recommendations on fixCPA.
  3. Creative adaptationGiven how short most routes are, we prepare creatives with few words, a logo and a single offer.
  4. Period planWe put public holidays, vacation and launch periods on the calendar and book in advance.
  5. Regional impact readingWe compare branded search and point-of-sale data against campaign regions.

Yandex Navigator and Maps Media Ads: metrics and requirements

Metrics we track

  • Reach and frequency
  • Banner click-through rate
  • Routes started from a route recommendation
  • Point-of-sale visits
  • Branded search lift

What you need to get started

  • Brand logo and simple banner creatives with little text
  • A list of points of sale with coordinates
  • 3D object or mascot design for special projects
  • Target districts, campaign calendar and, if relevant, the holiday travel period

Official sources

The Brand Move Yandex Team

To learn more about Yandex Navigator and Maps Media Ads or other Yandex ad formats, contact The Brand Move Yandex team today.

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Frequently asked questions

Yandex Navigator and Maps Media Ads: frequently asked questions

Are Yandex Navigator and Maps ads available in Türkiye?

Yes. Our format list and the timeline for new products such as Branded Route and Premium Pin are based on Yandex's agency presentation dated November 2025, and we confirm availability with Yandex during planning. For a business that wants its own location to stand out in map search, Priority Placement is the better fit.

Don't Navigator banners distract drivers?

Yandex shows the navigation banner while a route is being built or when the vehicle stops. On-route billboards also appear only as the user approaches the location. We design creative for these short moments, keeping it simple enough to read at a glance.

What do we pay for with route recommendations?

Route recommendations are sold on a fixCPA model: payment is made when the user starts a new route that passes through your point of sale. There is no payment for impressions or clicks. That makes it an option for roadside businesses that ties budget directly to visits.

When do we choose Branded Route over a standard banner?

A standard banner buys impressions at a fixed CPM and may share the screen with other advertisers. Branded Route is charged per route and shows only your pins, billboards and banners during the first three hours of the route. We prioritize Branded Route during public holidays and vacation periods, when accompanying a long journey as the only brand makes sense.

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