Online advertising in the Russian market offers strong opportunities for international competitors in a large number of industries. For example, digital advertising in Russia and specifically on Yandex, is proven to be more effective than advertising on the leading Russian TV channels.
Below is an adaptation of the Yandex.Direct success story for the travel industry, which focused on Kayak. KAYAK is an international travel price comparison service used to compare and book flights, hotels, and rental cars from different companies. Yandex interviewed KAYAK’s Russian and CIS manager, Andrew Verbitsky, who explains how Yandex.Direct has served as the main tool for advertising to the Russian market from the get-go.