Yandex Launches Look-Alike Audience Ad Targeting For Display Campaigns

YandexToday Yandex announced the addition of look-alike audience targeting to its growing list of ad targeting capabilities.

Advertisers can now target new users whose online behavior is similar to that of their own site visitors who have take a specific action such as completing a purchase or adding items to the shopping cart. Both Google and Facebook also offer audience targeting based on attributes of an advertiser’s existing visitor or customer base.

Yandex’s behavior analytics technology, Crypta, powers look-alike targeting by discovering patterns in online behavior and locating other users exhibiting similar behaviors. Audiences from Crypta are then matched as look-alikes based on the advertiser’s own visitor data captured in Metrica, Yandex’s web analytics product.

“Look-alike targeting counts dozens of behavioural factors including websites visited, search interests on Yandex, typical time spent online per day, plus regular factors like gender, age and geolocation,” says Alexey Vasilenko, US sales director for Yandex.

To use look-alike targeting, sites must receive a minimum of 15,000 visitors per week for the technology to receive enough data to find patterns.

According to the company, clothing retailer Quelle increased click-through rates on their banner ads by 300% during beta testing. Another test partner, KIA Motors is said to have seen a 145 percent lift in delayed conversions when using look-alike targeting.

Yandex display ad campaigns are served across the Yandex Advertising Network plus nine of Yandex’s own properties including Yandex.Mail, Yandex.News, Yandex.Maps, Yandex.Weather.

The company says it is planning to offer automated optimization for look-alike targeted campaigns in the near future.

Related Topics: Channel: Display Advertising | Display Advertising | Retargeting & Remarketing | Top News | Yandex

Sponsored


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Pat Grady

    SimAud has our ecosystem twitterpated, which I usually ignore, but I’m liking what I’m seeing here, and it ain’t even spring.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!