The partnership with General Media Group has added angular, radial, and double—sided structures with an area of up to 714 square meters to the Yandex network. New media facades are located both in central urban areas and on busy highways in Krasnoyarsk, Nizhny Novgorod, Ufa, Novosibirsk, Yekaterinburg, and Khabarovsk.
Before the expansion, the network included screens in storefronts, advertising boxes on taxis, pillars and a media facade on Mira Avenue in Moscow. Large-format street structures in six additional cities are now being added to this inventory.
"We are expanding the range of formats on the web so that advertisers can comprehensively solve the tasks of offline and online promotion," said Oleg Ivanov, Director of New Advertising Products Development at Yandex Advertising Network.
It will be possible to launch campaigns on new sites through the personal account of Yandex.Direct in November 2026. Up to 20% of the airtime will be available for programmatic purchases. The cost of placement is calculated according to the RT OTS model — per 1,000 potential contacts with an advertising message in real time.
At the end of the campaign, advertisers will have access to data on the impact of outdoor advertising on search interest, traffic, conversions, and attendance at offline outlets. Additionally, it will be possible to set up retargeting for users who may have seen outdoor ads, and continue communicating with them online.
For companies promoting products through their own offline outlets in the regions, the expansion of the network's geography opens up access to the audience of Yekaterinburg, Novosibirsk and Khabarovsk, large transport and logistics hubs with a high concentration of wholesale and retail trade. The ability to link the reach of outdoor advertising with the behavioral data of an online audience is changing the approach to evaluating the effectiveness of offline promotion.
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