The users of Yandex and its partnering sites click significantly more often on sponsored links following the introduction of new targeting instruments in the third quarter of last year, the search company announced to the press on Tuesday.
These new instruments include targeting by gender, age and other socio-demographic criteria. Click-through rates grew by no less than 62% between the second quarter of 2011 and the same period of this year.
Yandex claims it served 193,000 advertisers in Q2 2012, up 34% from one year before and 8% from Q1 2012.
The NASDAQ-listed company reported revenues of 6.8 billion rubles, or $207.2 million, for Q2 2012 – up 50% compared with Q2 2011. Its net income reached 2.0 billion rubles ($60.4 million), up 76% compared with Q2 2011, and its adjusted net income came to 2.1 billion, up 64%.
The revenues came almost exclusively from contextual advertising (89%) and display advertising (9%).
The Russian company controls over 60% of the Russian search market, according to Live Internet, far ahead of Google and second-tier local competitors.
Source: RIA Novosti/Digit.ru, Yandex
