MOSCOW, July 30. Analysts have collected up-to-date information on the advertising opportunities of 14 popular online platforms in Russia that feature the «Food» category, the Beeline Business press service reports.
Experts analyzed 35 parameters, including the volume of visitors to websites and applications, average bill, targeting capabilities, advertising purchasing models, and campaign efficiency metrics. In particular, marketplaces with their huge loyal audience are leaders in terms of traffic volume, which makes these platforms universal for both media and advertising campaigns. Most players have well-developed advertising «inventory» and allow them to plan campaigns with classic banners and videos, push notifications, product promotion in search and on other pages of the site, and thus communicate at different stages of the purchase decision, the study says.
«As the results of the analysis have shown, all players are striving for technological development of their advertising capabilities and creation of effective tools for communication with customers. Even if not all sites provide targeting capabilities or do not sell advertising using the auction model, this is a disadvantage today that can be easily corrected and turned into a growth point tomorrow,» the press service quotes Larisa Justus, commercial director and co-founder of the Eshopmedia agency.
All analyzed platforms provide analytics on media metrics of the upper funnel level: impressions, clicks, CTR (Click-Through Rate, a metric in Internet marketing, which is defined as the ratio of the number of clicks on a banner or advertisement to the number of impressions). Most platforms provide analytics on Sales Uplift (exceeding the actual amount of sales) and Brand Lift (a sociological study that helps to understand how an advertising campaign has affected the audience's attitude to the brand).
However, to evaluate the effectiveness of campaigns, advertisers lack information on low-level metrics related to advertising campaigns: adding to cart, purchase, share of advertising costs. Moreover, for comparative analysis of sites it is necessary to use a single standard in the field of attribution window, which is also not yet implemented.
Buying advertising at a fixed price remains the most popular. This option is offered by all platforms. Only 6 out of 14 platforms have a CPM (cost per mile, a fixed rate for one thousand ad impressions) purchasing option and only two have a CPC (cost per click, the cost of one click on an advertising banner or ad). The transition to more flexible pricing models with the ability to pay per thousand impressions, click or target action will become a growth point for both platforms and advertiser suppliers, analysts added.
For non-suppliers, 12 out of 14 platforms offer the click out format, that is, after clicking on an advertisement placed on the website or in the mobile application of an online retailer, the user will be redirected to a third-party site.
According to the study, the online trade market by the end of 2024 will amount to 818 million orders and 1.3 trillion rubles. This means a 1.4-fold increase in the number of orders and a 1.5-fold increase in the volume of online sales compared to 2023.
«The overall market growth is expected to lead to an increase in retail media budgets in this category. Therefore, the readiness of sites to work with the increasing demand for advertising from suppliers is of particular importance,» said Alexander Khudoley, Director of Product Portfolio and Strategy at Beeline Adtech, whose words are quoted in the message.