Visual design of Direct ads

Yandex Advertising Network provides a wide selection of design settings for Direct ads. On this page, we have gathered useful recommendations that will help you find your bearings among all the design settings and increase the effectiveness of your ad blocks.

Note. The set of available customization options depends on which units you are using (for example, for sites).

Color solutions and fonts

Ads must be easily discernible from the site's background. When creating a unit, it's important to choose the right color scheme: Non-contrasting colors that are not a good match for your main design can significantly reduce the attractiveness of the ad.

Title design should receive special attention. Larger titles are read faster and easier, thereby increasing the CTR of the ads.

Please keep in mind that ads must not interfere with visitors' view of the site's main content. Sites whose main objective is to show ads actually contravene the Terms of use of the Yandex Advertising Network.

Block borders

Despite the relative obscurity of borders, their presence or absence may also significantly influence ad block perception.

Experiment with different design variants and select the one that will bring you the highest СTR.

Advertisers' site icons

Advertisers' site icons (favicons) noticeably enliven the ad unit and attract the attention of visitors to the site. This increases the clickability of the ad regardless of the type of unit. Here's how ads look with and without icons.

By default, the display of advertisers' site icons is enabled for all Yandex.Direct ads in the Advertising Network. To disable or enable icons in a particular unit, go to the list of units (RTB units or Search units). Find the block you need in the list and click Edit. Change the position of the Icons switch on the Formats tab of the form that opens.


Clarifications are short texts that are shown on additional lines below the ad. The advertiser can describe the advantages or special features of the advertised product using the clarifications. You can enable the display of clarifications in certain Advertising Network units (for example, in the RTB horizontal unit). Our research has shown that clarifications increase CTR and improve the platform's revenue.

The advertiser can add several clarifications to a single ad. The total length of all clarifications cannot exceed 66 characters. Clarifications are not clickable.

To disable or enable clarifications in a specific unit, go to the list of dedicated topic platforms ( Products → Dedicated topic platforms → RTB units). Find the block you need in the list and click Edit. In the form that opens on the Yandex.Direct tab, go to the Design section and change the position of the Clarifications switch.

Displaying images

You can display illustrated ads in theme-based ad platforms on the Advertising Network when using Direct and RTB ad blocks. When users see relevant ad units with photos, topical images, and logos, they are more likely to notice them and to quickly understand the essence of the offer. This increases the CTR of the ads and boosts the revenue for the ad platform.

Image width and height depends on block type. Image formats: jpg/jpeg, png, gif (only the first frame is selected for animated images).

One ad unit can display both ads with images as well as text-based ads without images.

You can always enable or disable image display for all blocks of a specific theme-based platform.