Features of advertising in Yandex.Zen

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Yandex.Zen is a personalized content recommendation service and publishing platform. It is an endless feed of content recommendations that match the user's interests. The list of interests is determined by an algorithm based on artificial intelligence, which analyzes user actions on Yandex resources, search history, and other factors.

Bloggers, media outlets, and organizations can become Yandex.Zen participants. To do this, simply register and create a channel.

There are only two main content formats in Zen in 2020 - articles and videos. These same formats can be used for advertising.

The Zen mobile editor now features Stories — publications that “live” for only 24 hours. Also available in testing mode is the Gallery format — pictures with captions that can be scrolled through directly in the Zen feed without going to the channel.

In the feed, advertising content is highlighted with the “Promo” label:



The Zen feed is presented on the Yandex main page, in the mobile application and browser. This provides the platform with the widest possible audience of users of the Russian search engine.

As you progress in Zen, you can:

build a reputation as an expert;

earn audience loyalty with useful content;

find a new source of potential customers;

Increase brand awareness through reach.

The campaign is set up in the Zen advertising account. You can choose two goals - engagement or coverage. There are few targeting settings: age, gender, geo and devices (Android, iOS, desktop).

Zen's special feature is the Scroll2Site technology : users who finish reading an article or watching a video are immediately taken to the advertiser's website when scrolling down.

Promotion in Yandex.Zen is not cheap: the minimum first payment is 75 thousand rubles without VAT. The following payments are 25 thousand rubles without VAT.

An overview of all current advertising formats in Yandex.Zen and instructions for setting up a campaign are in our guide .

Total . Advertising in Zen is an expensive pleasure for small businesses with unpredictable results. On the one hand, the campaign is very easy to set up, on the other hand, it has a minimal set of targeting. This means that displaying your ad to the target audience will depend on AI algorithms.

If you need to use several promotion channels at once, and there is little time to study different advertising instagram database accounts, register with PromoPult . Here you will find all the tools for attracting clients: you can manage SEO, context and targeting in one account. And save up to 30% of your budget on advertising agency services.

You can promote not only websites:

groups or pages on VKontakte, Odnoklassniki, Facebook;

Instagram accounts;

products on Amazon;

channels or videos on Youtube.

The minimum budget starts from 1,300 rubles, no commission for advertising in Yandex.Direct and social networks, payment in installments is possible.

For webmasters, SEO specialists and internet marketers - a whole set of professional tools that automate routine tasks.