Driver for revenue
Posted: Wed Jan 22, 2025 10:34 am
The combined daily audience of the five largest marketplaces — Ozon, Wildberries, Aliexpress, SberMegaMarket (now MegaMarket), Yandex Market — grew almost one and a half albania whatsapp resource times from January 2022 to April 2023, according to Mediascope data. By early May, it was 52.4 million users. "Some of the platforms have more than 60 million active users every month — this makes them a competitor to such players as Yandex and VK. That is why the retail channel can be considered a full-fledged media outlet," says Rudolf Winter, product director at Adlabs (ADV Group).
"Key platforms already have a comparable audience size with the largest media players on the market, and the functionality inside allows them to solve any problems: whether they are aimed at revenue growth with high efficiency or building reach and brand awareness," explains Sergey Abramov, CEO of Easy Commerce, about the growing interest of advertisers in this channel. According to him, clients from the FMCG and e-Grocery categories stand out in this regard: this is due to the ongoing trend since the pandemic, when COVID-19 removed "a huge number of barriers" to online delivery for consumers. "An additional significant contribution is made by the departure of about half of the digital inventory in 2022, when brands had to look for alternative channels to support their sales. It turned out that online platforms solve these problems perfectly, in some places many times more effectively than the channels that left," Abramov summarizes.
Since last year, placement on marketplaces has been actively used by large advertisers as one of the components of the media and digital mix, says OMD AMS Managing Director Maria Ukolova: "Including growing financial and telecom categories, as well as international FMCG players, who have redirected their budgets there due to a number of restrictions." Ukolova estimates the volume of this market at 150 billion rubles in 2023 and expects investments in this channel to double next year.
From a marketing perspective, this is the most loyal and desirable audience for advertisers — they encounter advertising at the very moment when they want to spend money, Ozon says. "Advertisers' interest in retail media is growing, we see it ourselves. In the first six months of 2023, Ozon's advertising revenues tripled compared to the same period last year and amounted to more than 25 billion rubles," the company said. "We expect that revenues from the advertising platform will continue to be one of the drivers of our service revenue."
Large retail platforms with sufficient traffic and developed IT resources that will allow integrating media formats can become media channels, believes Dmitry Trubitsin, head of the b2b marketing department at MegaMarket (former SberMegaMarket). "This advertising format is already used by companies and brands of various sizes. The only difference is in the frequency of use. As for the situation at MegaMarket, companies spend nine times more on their promotion than a year earlier," he said, without disclosing absolute figures. Yandex Market declined to comment.
"Key platforms already have a comparable audience size with the largest media players on the market, and the functionality inside allows them to solve any problems: whether they are aimed at revenue growth with high efficiency or building reach and brand awareness," explains Sergey Abramov, CEO of Easy Commerce, about the growing interest of advertisers in this channel. According to him, clients from the FMCG and e-Grocery categories stand out in this regard: this is due to the ongoing trend since the pandemic, when COVID-19 removed "a huge number of barriers" to online delivery for consumers. "An additional significant contribution is made by the departure of about half of the digital inventory in 2022, when brands had to look for alternative channels to support their sales. It turned out that online platforms solve these problems perfectly, in some places many times more effectively than the channels that left," Abramov summarizes.
Since last year, placement on marketplaces has been actively used by large advertisers as one of the components of the media and digital mix, says OMD AMS Managing Director Maria Ukolova: "Including growing financial and telecom categories, as well as international FMCG players, who have redirected their budgets there due to a number of restrictions." Ukolova estimates the volume of this market at 150 billion rubles in 2023 and expects investments in this channel to double next year.
From a marketing perspective, this is the most loyal and desirable audience for advertisers — they encounter advertising at the very moment when they want to spend money, Ozon says. "Advertisers' interest in retail media is growing, we see it ourselves. In the first six months of 2023, Ozon's advertising revenues tripled compared to the same period last year and amounted to more than 25 billion rubles," the company said. "We expect that revenues from the advertising platform will continue to be one of the drivers of our service revenue."
Large retail platforms with sufficient traffic and developed IT resources that will allow integrating media formats can become media channels, believes Dmitry Trubitsin, head of the b2b marketing department at MegaMarket (former SberMegaMarket). "This advertising format is already used by companies and brands of various sizes. The only difference is in the frequency of use. As for the situation at MegaMarket, companies spend nine times more on their promotion than a year earlier," he said, without disclosing absolute figures. Yandex Market declined to comment.