Yandex Opens Access to 'Panorama' for Foreign Brands

Which Advertisers Increased Their Investment?

Nearly half of the foreign companies working with Yandex Direct this year launched advertising for the Russian audience for the first time. Advertisers from China and Turkey showed the largest growth in investment: Chinese companies increased their investment in promotion in Russia and CIS countries 2.3-fold, Turkish companies 1.8-fold.

'To enter the market and build brand awareness, new players need to use several, sometimes dozens, of advertising channels and platforms. That is why it is important for us to simplify working with media formats within a single Direct tool and increase the return on brands' marketing investments,' said Gleb Dobroradnykh, Commercial Director of Yandex Advertising.

What Does the Tool Offer Russian Brands?

'Panorama' also works in the opposite direction: Russian advertisers can use it to enter foreign markets. In the first eight months of 2026, the number of Russian brands investing in media advertising in CIS countries grew by 41% year over year. The bulk of spending went to Belarus, Kazakhstan, and Uzbekistan.

Yandex expects that combining promotion channels in a single tool will make it easier for businesses to plan reach campaigns and manage advertising contact frequency.

How Did the Tool Develop?

Beta testing of 'Panorama' began in July 2026. At the first stage, advertisers had access to prime banners and media video advertising; digital outdoor advertising integration was planned for later. In September, the company opened the tool to small and medium-sized businesses in Russia. At that time, the stated monthly reach of the advertising platforms exceeded 120 million unique users.