YAN: How to Increase Website Monetization Efficiency

Publication date: 2025-03-20 | Source: PubMag

Website monetization is one of the key challenges for webmasters and publishers. They face serious obstacles: banner blindness, repetitive ad units, and declining user metrics. How can you increase ad revenue while maintaining audience loyalty? Experts from Yandex YAN answered these questions in their webinar.

This is a condensed recap of the webinar. The full version is available here: YouTube and VK Video. The webinar took place on March 18, 2025.

Key Monetization Challenges

Here are the main issues website owners face when monetizing:

Banner blindness — visitors stop noticing ad units
Repetitive ad formats — standard formats lose effectiveness in catching attention
Decline in user metrics — intrusive ads reduce time on site and depth of engagement

YAN offers solutions to these problems through flexible ad settings, A/B testing, and a wide variety of ad formats.

Banner blindness is a phenomenon where users automatically ignore ads, becoming accustomed to their placement. The main reasons: ad overload, repetitive creatives, and negative experiences with intrusive formats.

How to counteract it:

Native advertising — ads seamlessly integrated into content (e.g., recommended articles).
Smart placement — showing ads in unexpected places (e.g., mid-content) increases visibility.
Minimizing intrusive formats — reducing pop-ups and aggressive ads helps combat ad fatigue.

The main goal is to make ads a useful and natural part of the user experience.

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Available Ad Formats in YAN

Experts highlight six main types of ad units, each with unique features and customization options:

Banner. A classic format that adapts to the ad space on the site. Supports text, display, and video formats. According to research, switching from fixed to adaptive height increased CPMV by 42% on the portal "Otzovik".
Feed. Displays ads in a scrollable feed at the bottom of the page, effectively retaining user attention. "Komsomolskaya Pravda" achieved a 17% ARPU boost using this format.
Fullscreen Block. A full-screen ad unit with a close button. When frequency is configured properly, it delivers high profitability. After implementation, News.ru reported a 34% ARPU increase.
Floor Ad. An ad unit fixed at the bottom of the screen. Supports both text and video ads. The website "Edimdoma" increased revenue by 25% using this format.
Recommendation Widget. Combines ads with organic content recommendations. Allows customization of the ratio between ads and content blocks. Shows RPM growth of up to 81% according to stats provided by URA.RU.
In-Image. Ads embedded over images. Effectively monetizes visual content — 24SMI generated 12% of total ad revenue using this format.

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How to Choose the Right Set of Ad Units?

To make the most of ad units, it is recommended to:

Analyze user behavior using heatmaps and web session recorders
Run A/B tests to optimize frequency and placement of ads
Maintain a healthy balance between content and ads
Use diverse ad formats — text, display, and video

Conclusion

Effective monetization goes beyond simply choosing ad formats. It's a continuous process of data analysis, hypothesis testing, and adapting to audience behavior. Thoughtful configuration and regular experimentation will help strike the right balance between revenue and user experience, leading to improved KPIs and profit growth.

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