How to launch a campaign

Click Switch to old interface to the right of the campaign name.

Step 1. Go to the campaign creation page and make settings

Enter the campaign name. Set the campaign start and end dates. If you want to serve ads at a specific time, configure time targeting. Select the display regions.

Select an ad strategy. We recommend automatic strategies. To get maximum impressions for the selected cost, select Pay per view. To expand reach, select Lower cost for repeat impressions. To get more impressions, select Maximize impressions.

You can also cap impression frequency to limit how many times your campaign ads can be served to the same user.

To increase or decrease the probability of serving on certain types of video inventory, set up bid adjustments. For example, you can increase bids on impressions in streaming videos or in-app videos.

Step 2. Select ad type

Select video as the ad type.

To prevent the user from skipping your video, enable Non-skippable video. Use this type of placement for videos up to 15 seconds long to get more 100% completed views. However, this increases video ad cost. Non-skippable ads can be placed only in InStream videos.

All the ads in an ad group must be the same type, although a campaign can include all types of ads. You can't change the ad type after saving an ad group.

Select the display regions.

Step 3. Configure audience accumulation for retargeting

You can accumulate an audience of users who have viewed a video from your display campaign and then use it to configure retargeting.

Choose the events that interest you:

• video impression
• completed 25%, 50%, or 75% of video ad
• completed entire video

A separate segment is created automatically for each event in Yandex Audience, under the account hosting the Yandex Direct campaign. It will include users who started viewing the video, viewed 25%, 50%, or 75% of at least one video from the ad group, or viewed the video completely (depending on the selected event).

To learn more, see Retargeting to a video audience.

Step 4. Set up impression criteria

Video ads are only served in the Yandex Advertising Network based on user profile or by genre and subject:

• User profile consists of the cumulative characteristics of the users that you want to serve your ads to.
• Genres and subjects let you select categories of sites and videos whose subject is related to your ad.

You can only select one type of impression criteria per ad group. You cannot change the type of impression criteria after you save the ad group.

Tip. If you have selected an automatic display strategy, go back to the strategy settings after you save the ad group. The average price recommendation will be updated based on the impression criteria. This will ensure efficient budget spending over the period.

Step 5. Set up bid adjustments

You can configure bid adjustments based on the weather. Click Bid adjustments → +New adjustment. Select the criteria and assign coefficients to increase or decrease the bid.

Step 6. Create a video

Use your own video clip to create an ad. You don't necessarily need to hire professionals or rent a studio. You can take a video on your smartphone if it has a good camera, or create a video Video Builder.

The video must meet the moderation rules and the following technical requirements:

Format	MP4, WebM, MOV, QT, FLV, AVI
Size	100 MB maximum
Duration	Between 5 and 60 sec For non-skippable ads, max video duration is 15 seconds.
Aspect ratio	3:1, 2:1, 1.9:1, 16:9, 4:3, 1.91:1, 1:1, 3:4, 4:5, 9:16, 1:2, 1:3
Minimum resolution	360p
Recommended resolution	1080p
Video frame rate	between 20 and 30 frames/second
Video codecs	H.264, VP6F, VP8, Theora
Number of video tracks	1
Minimum quality	44 kHz, 16 Kbit/s, stereo
Audio codecs	AAC, MP3, Vorbis
Number of audio tracks	0 or 1
File codec	avc1, F4V, isom, M4A, M4V, mp4, mp41, mp42, qt
Cover	No

Format	MP4, WebM, MOV, QT, FLV, AVI
Size	100 MB maximum
Duration	Between 5 and 60 sec For non-skippable ads, max video duration is 15 seconds.
Aspect ratio	3:1, 2:1, 1.9:1, 16:9, 4:3, 1.91:1, 1:1, 3:4, 4:5, 9:16, 1:2, 1:3
Minimum resolution	360p
Recommended resolution	1080p
Video frame rate	between 20 and 30 frames/second
Video codecs	H.264, VP6F, VP8, Theora
Number of video tracks	1
Minimum quality	44 kHz, 16 Kbit/s, stereo
Audio codecs	AAC, MP3, Vorbis
Number of audio tracks	0 or 1
File codec	avc1, F4V, isom, M4A, M4V, mp4, mp41, mp42, qt
Cover	No

Consider the ad player layout when preparing your video: in particular, the position and design of the click-through button. The button is fixed in the lower-left corner of the video. You can't change its color.

• It's better to place the main ad content in the central part of the video with a margin of about 5% from the top and 18% from the bottom.
• If your video needs a notice, put it in the lower 10% of the screen so that the buttons don't block the notice.

Example

The example applies to most formats. The range depends on the format and device. For example, the button is the smallest on the desktop if the user is watching a full-screen video. The button is the largest on a small smartphone screen.

You don't need to insert legal notices into the video when building your ad. Add the notice to Legal information when uploading your video: the notice will be available in the top-right menu of the video.

How to create a video using Ad Builder

1. Under Video, click Builder. The video builder window opens.

2. Upload a video from your computer or using a link, or select a video created in Video Builder. The audio is added automatically from the uploaded video.

   It will take a few minutes to process your video clip. If the video fails to meet the technical requirements, it won't upload. You will see an error message. Fix it and upload the video again.

3. Add a packshot, which is an image to show up for several seconds after your video. It helps to imprint the image of an advertised object in the viewer's mind. You can use a product photo or a company logo for a packshot. Clicking on the packshot will take the user to your site.

   Packshot requirements

   Format	JPEG
   Image width	From 1080 to 3840 pixels
   Image height	From 1080 to 3840 pixels
   Aspect ratio	Same as the video aspect ratio

   Format	JPEG
   Image width	From 1080 to 3840 pixels
   Image height	From 1080 to 3840 pixels
   Aspect ratio	Same as the video aspect ratio

4. Select the text for the redirect button.

5. Set an age label, if necessary. In the Legal information section, provide the information required by law and Yandex Ad Serving Rules. In the ad, they will be available in the menu in the upper-right corner of the video.

6. Click the Create button. The video will be added to the ad.

Step 7. Add a landing page

Clicking on the banner opens a Turbo page, website, or social media page with your offer details.

You can create versions of your landing page for different device types.

To make the ad lead to your main site from computers and tablets and to your Turbo page from smartphones:

1. In the Landing page section, go to On desktops and tablets and select Link to website or social media page . Enter a link to your website page.
2. In the On mobile devices section, select Turbo page. Create a Turbo page.

You can also land users on your Turbo page from any device type. Select Turbo page in both sections under Landing page.

Step 8. Plan your design

Add a title with text, a logo, an action button, and an image carousel to the banner:

• The logo will increase the brand's visibility even before users watch the video.

• In the text, you can use the company's slogan or provide information about your special offers: for example, discounts or delivery options.

• It's better that you add a call to purchase or a call to learn more about the services to the button. This way you can increase the number of converted sessions, because your users will know where the click would bring them.

  Using an additional button, you can enable the user to go directly to your product page or order form.

• The carousel helps to shorten the user's path from the ad to a potential purchase. Upload from 1 to 7 slides.

Both the text and the button will be clickable. The text will include the same link as the video. You can also set an additional link for the button and in the carousel to bring users to the product or service page.

The logo, button, and title with text may appear next to the video in text content, in apps, and in rewarded videos. The position and renderability of elements depend on specific ad platforms and placements. The more extensions you add, the more ad options your audience will see on different ad platforms.

Step 9. Specify a third-party tracking URL

You can use the ADFOX tag or Yandex Metrica pixel to count ad impressions for display ads. The tag or pixel must include the %random% macro. They must also support HTTPS.