Yandex Direct additional focuses
Additional focuses are free advanced campaign options in Yandex Direct that increase reach and conversions without rebuilding the account from scratch: they add new formats and ad inventory on top of your current settings. The point is to plug in extra communication channels — display, video, special placements and external inventory via YAN and SSPs — in line with your brand or performance goals.
Why use additional focuses:
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They increase conversions thanks to extra inventory and algorithmic strategies that find audiences beyond your original keyword set.
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They extend reach beyond search: YAN, the Yandex homepage, Kinopoisk, Music and partner sites.
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They improve engagement through banner, video and interactive formats that work better for brand awareness and subsequent retargeting.
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They plug into your existing campaign structure: just pick a format or focus and a strategy — no full account rebuild required.
Display advertising
Suits brand awareness growth and new product launches. Works on a CPM and CPC basis with flexible targeting settings.
Video advertising
An ideal format for EdTech, financial services and eCommerce. Works well with cold audiences and in combination with retargeting
Special projects
Native placements in premium spots: the Yandex homepage, Kinopoisk, Music and others.
Mobile app advertising (RMP)
Connected as an additional focus within performance campaigns.
Gives access to a broad audience outside Yandex (via YAN and third-party SSPs/DSPs). Particularly useful for long funnels (EdTech, automotive, finance)
How this improves performance
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Strategy algorithms and broad inventory find additional converting traffic, complementing your core keywords and improving contact frequency.
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Display and video cascades warm up the audience, after which retargeting becomes cheaper and converts better thanks to pixel-based segments.
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Premium placements and native formats accelerate awareness and CTR growth, which reinforces performance metrics in mixed funnels.