Zen Advertising Cost Per CPM Reduced

In Yandex.Zen, the cost of purchasing advertising by CPM has decreased: it is now 130 rubles, compared to the previous cost of 200 rubles.

Dmitry Popov, the Head of Commercial Solutions Department, Yandex.Dzen:

At the beginning of the pandemic, we reduced the minimum cost of reading to one ruble. The CPM reduction is another step in our advertiser support program. This purchasing model is now more affordable and flexible. Additionally, the interface has the ability to adjust the frequency of display per user. This way advertisers will be able to enhance the media effect on the audience by reminding them of their product.

Zen team also announced a new exclusive offer for large advertisers – the Black package. With a one-time replenishment of the advertising account from one million rubles excluding VAT, the advertiser receives 5 branded advertising articles for free, which will be prepared by the Zen team. All the money deposited into the account is used by the advertiser to launch CPM campaigns for 130 rubles.

An example of a branded article in Yandex.Zen

Article branding is available only within the Black advertising package. When users click on the cover of such an article, they are directed to an advertising publication with a branded header and a background that the advertiser chooses. At the end of the article, Scroll2Site is triggered – a technology for seamless transition to the advertiser’s website.

Anastasia Avgustovskaya, the director of customer service at Yandex.Zen has been quoted:

A branded article is essentially a full-fledged special project within Zen, an opportunity to attract the attention of a wide audience and stand out from competitors. In addition, the advertiser gets access to the most interested audience thanks to our algorithms. All this is especially important in the pre-New Year’s race and high competition on key advertising sites.

You can apply for Black Friday access at [email protected] For pre-New Year campaigns before December 10, 2020, and until December 20, 2020 – for those advertisers who want to advertise during the New Year holidays.


Dan Taylor
Dan Taylor is an experienced SEO consultant and has worked with brands and companies on optimizing for Russia (and Yandex) for a number of years. Winner of the inaugural 2018 TechSEO Boost competition, webmaster at HreflangChecker.com and Sloth.Cloud, and founder of RussianSearchNews.com.