Yandex banner ads: how-to guidelines and resources

Understand basic requirements and use Yandex resources to prepare winning banner ads

In a recent Yandex webinar, the Yandex advertising and marketing team shared their tips on how to prepare banner ads that will stand out on the Russian market. Here is a checklist with the key points, starting with copy, design, and UX, and including information on Russia-specific requirements.

And, if you’re looking for additional information, below you’ll find links to support articles and help pages with additional information.

Yandex banner ads: key requirements

Copy

  • Clarity: make sure the message is clear
  • Foreign words: if you use them in the copy, you must include a translation
  • Text length: make sure there is enough white space to make the banner ad legible
  • Fonts: stick with simple fonts to improve legibility
  • Background: avoid busy patterns or colors that’ll affect legibility

Design

  • Logo size, white space, banner borders: follow Yandex specifications (alternatively, use Ad Builder to simplify your design process)
  • Legal considerations
  • Include content rating, when necessary
    Include business information when required (e-commerce stores and financial institutions)

Legal requirements

  • Include content rating, when necessary
  • Include business information when required (e-commerce stores and financial institutions)

What does “content rating” mean?

In some cases, such as for banner ads promoting software, games, music, movies, concerts, exhibitions, performances, or TV or radio programs, you’ll need to include a notice with the content rating (you can read more about the corresponding law here).

In addition to that, there are additional disclosure rules for financial institutions and for e-commerce stores.

Ready to learn more? Yandex resources on creating banner ads

Additional information on Yandex.Direct smart banner ads & Yandex audiences

Don’t have time to develop and implement ad copy?

The Yandex International Sales team can help with setting up and implementing your ad campaigns targeting your Russian audience, from research and media planning to free localization of ad copy and keywords.

Find out more here.