Banner advertising in video and on other top platforms has become more accessible. Yandex Direct has finally opened access to small and medium-sized businesses to the “Panorama” reach advertising tool. This means that now even small players can launch unified campaigns with reach across all key Yandex services: from Search and Market to Kinopoisk. Forget about influencers where CPM is off the charts. Now you can get mass reach for pennies.
What is “Panorama” and why is it important for an arbitrageur?
The “Panorama” tool is not just another banner in the Yandex Advertising Network. It is a real opportunity for small and medium-sized businesses to go beyond existing demand and increase reach using brand tools that were previously only available to large players with multi-million budgets.
Key advantages for CPA marketing:
- Unified campaign: Launch ads simultaneously on desktops, smartphones, and Connected TV. No more need to create separate campaigns for each format.
- Reach of over 120 million unique users per month. This is 1.6 times more than on popular marketplaces. Imagine how much traffic you can collect.
- Prime banner: Access to the most prominent ad placements in over 20 Yandex services, including Browser, Kinopoisk, Alice AI Studio. This is not some obscure corner of a website.
- Accounting for audience overlaps and controlling ad frequency. No more burning through your budget on the same user.
- Media video advertising: Ability to connect video in Yandex Video Network (200+ Yandex Advertising Network sites, including TV channels and online cinemas). This is ideal banner advertising in short videos, where CPM cheaper than 50 rubles – a dream for any arbitrageur.
- The future is DOOH: Soon, Yandex’s digital out-of-home advertising screens will appear in “Panorama”. This means you will be able to buy reach without creating a video, simply by placing your banner.
Real math: why “Panorama” is more profitable than influencers
Many small and medium-sized companies still use only one media format, for example, banners in the Advertising Network. But “Panorama” combines all surfaces into one campaign, offering mass reach for pennies.
“For small businesses, investing in a brand and their own sales channels is no longer a ‘pretty picture,’ but a way to go beyond current demand and tell a new audience about themselves,” — Alexey Shtokolov, Director of Products and Artificial Intelligence at Yandex Advertising.
According to Yandex, in the first half of 2026, the number of SMEs using media advertising in Direct increased by 40%, and investments in such campaigns increased by 44%. Every second one launched image formats for the first time. This shows a trend: the market is moving towards transparent and effective reach, not blind faith in bloggers.
How does “Panorama” simplify life?
- No need for a large media team: Lowers the entry threshold for reach formats. No need to assemble a separate campaign for each service.
- Large audience: Monthly reach of over 120 million unique users. This is not some micro-blogger who will gather a couple of thousand.
- Presence where users spend time: Search, Mail, Kinopoisk, and other services.
- Budget doesn’t matter: The cost of placement is not limited by an entry threshold. You can test hypotheses for 1000 rubles.
- One setting for all devices: Desktop, phone, TV. Simple and effective.
Geotargeting optimization: another plus
Previously, Direct updated its geotargeting algorithms. Now the system analyzes not only the user’s current location, but also the context of their queries, changed geolocation, and previous user experience. This allows for more precise targeting of the audience, which is especially important for local businesses.
Frequently asked questions
How does “Panorama” work in Yandex Direct?
“Panorama” allows you to launch unified media campaigns that are automatically optimized for display on various Yandex platforms – from Search to Kinopoisk and Video Network. The system manages ad frequency and takes into account audience overlaps to achieve maximum reach at optimal costs.
How does “Panorama” differ from regular banners in Direct?
The main difference of “Panorama” is its omnichannel approach and automated management. Regular banners often require separate campaigns for different platforms, while “Panorama” combines them into one, providing comprehensive reach and control over the frequency of contact with the user on all available surfaces, including banner advertising in short videos and Prime banners.
Why did Yandex Direct open “Panorama” to small and medium-sized businesses?
Yandex aims to provide SMBs with access to image and reach advertising tools that were previously only available to large brands. This allows small and medium-sized businesses to go beyond existing demand, increase brand awareness, and attract new audiences using effective and transparent promotion channels.
Conclusion: your chance for millions of views
“Panorama” is not just a new tool, it’s a paradigm shift. Now banner advertising in TikTok, advertising in Reels, and banner in YouTube Shorts can be easily integrated into your strategy through programmatic video banners, getting the lowest CPM in shorts. This is your chance to get cheap reach and mass reach for pennies, without spending on bloggers and expensive shoots. Start testing hypotheses right now and grab your piece of traffic.