In 2023, when various industries are struggling and ups and downs, Yandex Ads' China business has achieved an annual growth of 50%, and such outstanding results are inseparable from Yandex's keen insight into the industry and continuous exploration of cutting-edge AI technologies, which allows Yandex to achieve a win-win situation in the process of helping Chinese brands enter the Russian market, and also allows more Chinese brands to see the huge potential of the Russian market.
Founded in 1997, Yandex is the largest search engine in Russia with a market share of 64%. Against the backdrop of a surge in the Chinese market for Russian-speaking exports, its advertising platform Yandex Ads held its first conference in Beijing on April 11, attracting a large number of Chinese app publishers and advertisers. The conference shared how the Yandex Ads platform provides AI-powered marketing tools and one-stop solutions, as well as opportunities and trends for Chinese brands in the Russian-speaking market. TOP will sort out several highlights of the conference content for the reference of overseas brands and advertisers.
Standing in the industry outlet: games, consumer electronics, automobiles
In 2022, Russia's GDP reached $2.2 trillion, and in 2023 its GDP growth rate reached 3.6%, and it is expected to continue this year. Among them, the mobile app market reached 5.6 billion app downloads in 2023, generating more than $5 billion in app monetization revenue, providing an extremely important opportunity for global app publishers. The average time spent in apps in Russia is 4 hours and 10 minutes per day, which is much higher than the global average of 1 hour and 25 minutes, showing unlimited market potential.
In the gaming industry, Russia ranks among the top 10 global gaming app downloads, with more than 2 billion downloads across various game genres, in-app purchases and subscriptions, and more than $1.5 billion in game revenue. Chinese game publishers are also showing a growing interest in the Russian-speaking market, and most Chinese game publishers previously wanted to expand their business in other overseas markets, but in recent years, Yandex has found that Chinese game publishers are growing exponentially in the Russian market in the process of helping brands go global.
Russia became China's fifth-largest single trading partner last year, with bilateral trade reaching an all-time high of $240 billion, playing an important role in China's Belt and Road Initiative. According to customs data, China's exports to Russia in 2023 increased by 46.9% year-on-year, and in the first two months of this year, it increased by 12.5%. China's automobiles and consumer electronics are the main items exported, and the GlobalData automotive industry report shows that Chinese automakers have a 55% share of the Russian market in 2023.
Comprehensive layout services: provide more than 90 services
Yandex was founded in 1997 and has a 64% market share of its search engine in Russia. Today, Yandex's business is not limited to search engines, but has been integrated into all aspects of Russian users' lives, including weather, music, office software, online shopping, travel and tourism, smart home, streaming media and other services. In Russia, more than 80% of the population uses Yandex services every month.
Yandex has an ecosystem of more than 90 services, more than 90 million daily users in the Russian and Russian-speaking markets, a complete app ecosystem and a wide audience base that make Yandex Ads the largest advertising platform in Russia. Yandex Ads has a complete ecosystem of advertising products to help brands and advertisers grow their business in Russia, including traffic attraction, ad monetization, analytics platforms, and all-in-one solution tools.
After two weeks of using the product Easy Monetization
ARPU growth data
For example, its product Yandex Advertising Network offers a variety of popular ad formats, including banners, native, interstitial, rewarded ads, and more. Yandex audits ensure the quality of ads and comply with local laws, as well as provide personalized services based on the characteristics of different brands, and more than 70,000 websites and 12,000 apps have already started monetizing ads. At present, there are more than 400,000 advertisers working with Yandex, and the number of ad impressions per day is about 400-50 billion, and the fill rate is 100%.
Yandex Advertising Network 横幅广告
AI-empowered marketing: AI takes over 70% of advertising and marketing budgets
Yandex has a strong technological undertone, which has been applied to its advertising and marketing services. In 2023, Yandex became the only Russian company among the world's many artificial intelligence giants to be listed in Epoch's "Top 20 Companies Driving AI Development", and three of the world's top lists of the most powerful supercomputers are Yandex's supercomputers. At the beginning of 2024, Yandex's AI-based image generation app was also ranked among the top 3 generative AI apps in the world.
Yandex's products and services are based on its own technology, one of the most important of which is advertising. Currently, 30% of ad impressions are generated by AI, and more than 70% of all advertisers' budgets are managed by AI, which can help advertisers decide what kind of ad content to display, who to show it, and where to place it.
In order to help AI continue to develop, Yandex has a large team that reviews and corrects AI-generated answers, hoping to continuously optimize the answers generated by its AI platform and make users trust the AI platform more. In terms of the data security that users care about, Yandex said that the security of user data is absolutely the highest priority, whether it is for enterprise customers or individual users, AI is just one of Yandex's technologies, and in any internal and external operations, Yandex always puts the protection of users' data security in the first place.
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