Advertising publications on the Yandex.Zen platform in the second quarter of 2020 attracted 74% more users than in the first quarter of 2020.
This is no doubt in part to the fact that in April, Zen offered advertisers an anti-crisis program. The platform helped with content and reduced the minimum bid and campaign limits, allowing advertisers were able to maintain communication with users and maintain loyalty.
Anastasia Avgustovskaya, Head of New Channel Development at Yandex has said:
In the second quarter, we received businesses and services that were especially in demand during the quarantine period: delivery services, entertainment, and educational online projects, consumer goods with a low average bill. Many have already achieved success in Zen and were satisfied with the marketing capabilities of the platform.
The Zen platform records that a piece of content, in this case paid content, has been scrolled to completion in 30 seconds or greater (not counting for speed skimmers or those not actually absorbing the content).
A high reading rate means that the article fell into the interests of the target audience, it contains high-quality and popular content.
Quotes originally provided by Yandex to Sostav.ru.