Yandex Navigation, a system designed to make life easier for drivers, has introduced a new advertising model. Drawing inspiration from its voice-guided navigation feature, the new “Voice Ads” model is now available to Yandex users.
This innovative model creates a new advertising space for brands, allowing them to share promotional messages within the app. Additionally, it highlights the advertiser’s store, business, or location along the user’s route.
How Yandex Navigation Voice Ads Work:
- Users Set Their Route:
After a route is created, the voice guidance includes the advertiser’s brand name in phrases like “Route created” and “You’ve reached your destination.” - Brand Visibility on the Map:
During the journey, users see logos of the advertiser’s nearby stores, businesses, or offices along the route.
Benefits for Advertisers and Users:
With the rise in smartphone usage and the growing number of mobile apps, Yandex Navigation remains a popular choice. It provides millions of users with real-time traffic updates and route guidance daily. Now, with the new ad model, it’s also expected to gain significant interest from advertisers.
First Implementation with Avis Turkey:
The new ad model was first launched in partnership with Avis Turkey, giving users the following experience:
- Upon creating a route, users hear: “Route created. Avis wishes you a pleasant journey.”
- While navigating, Avis offices within 150 meters of the route automatically appear on the map, marked with the Avis logo.
This location-based advertising feature allows brands to be showcased along users’ routes. While Avis Turkey is the first brand to use this feature, it’s already raising curiosity about which other brands will adopt this innovative advertising model in the near future.