Russian digital advertiser Yandex has announced a partnership with TikTok. Advertisers using Yandex’s Direct ad placement platform will now be able to place ads in the popular video app.
TikTok success skyrocketed globally, hitting one billion monthly active users back in June 2019. In Russia, the app that lets users create 15-second videos was the third most downloaded free app on the App Store and Google Play.
In a blog post, Yandex said:
“As an AI leader ourselves, we use algorithms within Yandex.Direct to ensure we display the most contextually relevant ads to the right audiences. Through our collaboration with TikTok, our advertising partners will be able to utilize our advanced ad platform to reach an engaged audience.”
Video ads will pop across TikTok user feeds in a special format developed for the app.
Direct advertisers just need to upload their text and images and the platform will auto-generate a video with a matching audio track. Interactive elements can also be added.
Advertisers can target individual users by their interests, demographic characteristics and geographic location.