Description and cost
Route branding is an ad format that includes three elements: pin, banner, and billboard. In this format, ads are displayed in the Yandex Maps and Yandex Navigator apps when a user plots a route to an organization and follows it.
You can customize the format:
- Select one or more categories of organizations, such as supermarkets, food hypermarkets, or grocery stores.
- Specify the region where your organization is located.
When a user in the specified region plots a route to an organization from the selected category and follows it, they may be shown ads in the route branding format throughout their entire journey. This approach helps bring more attention to your brand, motivates customers to make purchases from related categories on their way to your organization, and targets a more interested audience.
If you're the organization owner, you can select specific objects to advertise instead of the entire category. On the route to your company or its objects, ads of your company will be shown with priority.
Example
The "First Supermarket Chain" has purchased routes to its stores. The "Second Supermarket Chain" has purchased routes to the "Supermarkets" category. The ads of the "First Supermarket Chain" will be shown to users if they're traveling to a supermarket of this particular chain. If a user plots a route to any other supermarket, ads of the "Second Supermarket Chain" will be displayed.
How it works
You can upload texts and ad materials of three mechanics to your campaign at once:
- Placemarks with advertising information will be displayed on the map.
- Ad banners may appear when a user plots a route or stops when following it.
- Billboards may appear when the user follows a route.
This approach ensures comprehensive reach across all ad formats.
During the first 3 hours of the user's entire route, the user will only see the mechanics of the advertiser who purchased the route branding format. After this time passes, ads from other advertisers may start appearing.
This is an advertising format with payment based on CPR (cost per route). You only pay for the route on which at least one display of any ad mechanism occurred.
Placement cost
The minimum order amount is ₽100,000, excluding VAT.
The order cost is calculated based on the CPR model using the formula CPR = ₽2,6*R*T, where:
-
R is the coefficient of the category in which the advertiser places ad materials:
Category name Description R Banks Placement of materials from the category Bank of the Yandex Maps service. 2 Realty Materials that contain information about real estate properties and/or services in this sector (sale and rental of residential real estate, information about commercial real estate, sales offices, and so on) and/or where the client is a real estate market participant (developers, real estate agencies, and so on). 3 Other categories Advertising materials that promote companies related to other categories. 1 -
T — targeting coefficient:
Type of targeting Т By group or subgroup of categories 1 Category 1.1 By the chain or organization (such targeting is available only to the owners of the chain or organization) 1.25
Warning
If at least one category from the selected subgroup is excluded from the campaign, the coefficient will apply to the entire campaign.
Seasonal coefficients may apply to the cost of services:
| Month | Coefficient | Month | Coefficient | Month | Coefficient |
|---|---|---|---|---|---|
| January | 0.7 | May | 1 | September | 1.3 |
| February | 0.8 | June | 1 | October | 1.3 |
| March | 1 | July | 1 | November | 1.3 |
| April | 1 | August | 1 | December | 1.3 |