Overview of changes in advertising and retail in 2022-2024 What tools will help

I won’t be original if I say that the advertising market has faced many challenges over the past two years. Some large foreign advertisers have completely left Russia (Coca-Cola, Apple, etc.). Others have suspended campaigns (PepsiCo, Procter&Gamble). And those who remained faced limited advertising inventory: some social networks were banned, advertising opportunities on Google Ads and YouTube were disabled. 

The remaining tools raised doubts about their effectiveness, and middle east mobile number list it was still necessary to learn how to work with the new ones. VK, Telegram and other Russian platforms immediately began to improve the capabilities of advertising accounts. A new top of Russian advertisers was formed, which included Yandex, Sber, Wildberries, VTB, OZON, MTS, M.Video and other leaders.

According to the study by the Association for the Development of Internet Advertising ARIR “The Volume of the Russian Internet Advertising and Promotion Market in 2023”, the budget allocated by advertisers to innovative segments of retail media increased by 93% compared to 2022 and amounted to 379.6 What tools will help billion rubles. 

I can confidently say that brands have paid attention to advertising in ecom retail media (marketplaces, online platforms), influencer marketing, advertising in messengers, mobile and audio advertising. Retailers have also bet on video advertising, on TV and online. The market volume has grown by 20% and amounted to 231.5 billion rubles. I will note the following notable trends in marketing:

• traditional segments of the advertising market What tools will help have not lost their relevance;
• Retail media are rapidly developing as innovative tools;
• The video advertising segment exceeds retail media second, non-core assets of banks in terms of market share and efficiency, despite the latter’s rapid growth.

In 2023, major retailers increased their advertising spending. Sber spent twice as much on campaigns as in 2022 — 30 billion rubles, Yandex — a third more, 15 billion rubles, OZON — 13 billion.

What tools do retailers use in the new reality? What tools will help

As I said above, the retailers’ approach is very different from the campaigns they have launched before.

“Detsky Mir” has implemented its own analytics system, AI and is developing its own private label

In the context of reduced advertising inventory, the leading children’s goods retailer focused on new channels. It did not cut its marketing budget, but since the purchase traffic became whatsapp database brazil more expensive, it decided to develop its own analytics system with artificial intelligence, which helped the retailer redistribute expenses to more effective channels. Digital and work on the image component became a priority for the company. Therefore, the retail chain began promoting its own brands. The result was not long in coming – customers began to choose the company’s products under the private label more often.