Yandex to enter outdoor advertising market in 2024

In the spring of 2024, according to the source, the company began exploring various options for entering the outdoor advertising market. They decided to develop two vectors at once: selling their own inventory and developing in partnership with other market participants in the Digital Out of Home direction.

Currently, the Yandex ecosystem has about 1,400 advertising surfaces, which are located at Yandex Market order collection points. They are used for the marketplace’s own advertising. There is also a project to place advertising on the media screens of Yandex Taxi cars. The operator of these structures is the Roma group.

Yandex itself is an active advertiser in the outdoor advertising segment. In the first half of this year, the company entered the top 5 leaders in terms of outdoor advertising costs in Russia (share: 4.5% of budgets in this segment). Only Sber has a higher figure here: 8%. Ozon has 3.7%, T-Bank 2.4% and VTB 2.3%.

Yandex also makes money from online advertising. Revenues in this direction for the first half of 2024 increased by 35% compared to the same period last year: they amounted to 197 billion rubles.

Yandex announced unaudited financial results for the second quarter of 2024. Revenue amounted to 249.3 billion rubles, an increase of 37% year-on-year, adjusted EBITDA amounted to 47.6 billion rubles or 19.1% of revenue.