Yandex Holding will change the operator of advertising on multimedia screens installed on the roofs of taxis. It is reported that the parties were not satisfied with the results of the project.
As RBC reports, citing three knowledgeable sources, the partnership between Yandex and Maer expired in December 2023. According to one of the publication’s interlocutors, the cooperation was terminated by mutual agreement.
According to another source, the initiator of the termination of the agreement was Yandex, which was not satisfied with the results of the project. However, Maer CEO Konstantin Mayor told RBC that his company refused to expand the works due to low coverage.
The businessman added that it is not just about the termination of cooperation, but about the suspension of the project and “large-scale changes in the structure of Yandex” due to the low efficiency of advertising in taxis.
“The small screen taxi project was a test for us, it showed that to provide the audience coverage that customers need, it is necessary to launch 10 times more screens,” Mayor said. “Throughout the year, our current partner has not installed a single additional screen; “We have been left with small coverage.”
At the same time, sources say that the holding company does not plan to close the taxi roof advertising project. Yandex is reportedly already negotiating with Russia’s largest outdoor advertising operator, Russ, but Rome is considered the most likely candidate.
The marketing director of the Roman company, Igor Bazhan, confirmed to RBC that starting in January 2024 this operator will be dedicated to the sale and placement of advertising in taxis.
Author:
Akhmed Sadulayev
Source: RB
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