SberMarket Ads Platform

The main articles are:

• Online advertising (Russian market)
• Online Advertising (US Market)
• Online Advertising (European Market)

2024

The ability to place ads on the order window from restaurants

Ads Platform SberMarket now has the ability to place advertizing an order from on the showcase. restaurants This was SberMarket announced on February 7, 2024. Advertisers have access to static banners on the restaurant selection screen and in the catalog. Advertising can be launched with a large number of targets (delivery area, interests, order history, etc.).

The user path in the restaurant segment has its own characteristics. So, when ordering ready-made food, customers understand in advance what they would like to order from the menu presented by restaurants. SberMarket takes into account data on the history of orders and offers the most interesting options by type of restaurants and menus. Based on this analysis, the user-specific relevance of the advertisement is determined.

Шаблон:Quote 'author = said Damir Mukhutdinov, Head of Advertising Platform Sales at SberMarket.

Running Video Banners

Video banners have been launched on the advertising platform of SberMarket. SberMarket announced this on January 24, 2024.

source = SberMarket

This tool will increase the revenue of advertisers several times.

Now brands will be able to place video banners with videos lasting from 5 to 30 seconds on the site. This feature is already available in the web version of the service. At the next stage, the developers plan to launch it in the application.

According to Ads Platform analysts, video banners will allow advertisers to attract several times more revenue than static formats. This tool will make advertising communications more efficient, visible and memorable. This will increase user reach and engagement. Video banners will help brands not only solve image problems, but also increase performance indicators, since purchases are made on the same platform.

Advertisers will be able to combine video banners with shelf tools and other traditional formats.

The needs of advertisers for SberMarket are very important, it was they who prompted us to expand our toolkit with a video banner format. The transition to video is one of the key trends in the advertising market, short videos are more interesting to users and much more effective than static banners. Therefore, we believe that the new format will be in great demand. We seriously approached its launch: we interviewed advertisers, conducted deep analytics and invested a lot of energy in development. As a result, we managed to harmoniously integrate video banners into the platform architecture. In particular, we have optimized the loading processes and the size of the videos so that they do not have a big impact on the performance of the site, said Dmitry Rusov, product director of the advertising platform SberMarket.

SberMarket's advertising platform plans to develop the format of video banners, launching interactive mechanics and new capabilities of deeper analytics for it.

2022

Live on SberMarket

On December 9, 2022, the company SberMarket announced the launch of live broadcasts application advertizing on the Ads Platform. With the Live Shopping tool advertisers , they will be able to communicate with customers of SberMarket in real time: conduct expert consultations or entertainment shows and talk about their products. This format was called shoppingtainment (shopping & entertainment), as it combines purchases and entertainment.

Live Shopping will help advertisers interact more effectively with the audience. For example, talk about your brand, pay customer attention to the product and show how best to use it. During the broadcast, it will be possible to use various promotion mechanics and immediately receive feedback - through likes, comments and questions, as well as purchases. After the broadcast, the recording can be used on social networks.

According to SberMarket, the content will be interesting and useful for users. Both brand representatives and invited experts or presenters will be able to broadcast. For viewers, this is an opportunity to get to know the manufacturer, find out new information and hear about the product from the first word. The user will be able to decide whether the product is suitable for him, and add it to the basket in one click.

"We wanted to make an understandable and engaging tool that brings the interests of advertisers and customers to one point. Live broadcasts are a user-friendly format. The viewer walks into the application, connects to a live broadcast and here receives answers to all his questions about the product. We offer advertisers different broadcast formats: reviews, consultations, recipes, etc. And the leader can be both an expert and a journalist or blogger - depending on the task, "says Lyudmila Marlier, director of the advertising platform SberMarket.

The concept of ether can be informational or creative. SberMarket will help advertisers with the scenario, together with brand representatives, specialists will draw up a list of products and think over the mechanics of promotion. For most advertisers, this is a new format, but you won't have to worry: an online rehearsal will take place first, and only then SberMarket will launch a live broadcast. Upon completion, service experts will share the results of the advertising campaign and give recommendations.

Ads Platform Announcement

SberMarket announced on December 5, 2022 the restart of the Ads Platform advertising platform. The number of advertising places increased and advertising formats appeared, due to which the platform's capabilities in terms of the number of advertising impressions increased by 150%. With the same audience, SberMarket's advertising inventory has become 2.5 times larger, and the offers themselves are personalized for customers. Also, a number of tools introduced segments for targeting and payment according to the CPM model for every 1000 impressions. All this will allow brands to improve campaign efficiency and optimize advertising budgets.

Advertising formats and mechanics appeared throughout the user's path in the service: in the catalog, product card, search, basket, etc. Among the innovations:

• Marketing in the area of re-order: offer to add items to the cart or to an already completed order;
• banner instead of a product card in the catalog: a bright banner in the catalog at the place of the product;
• a brand shelf is also coming soon: a selection of products from one brand and its announcement with coverage and conversion tools.

For SberMarket users, advertising has become more relevant. Now it can be personalized by the gender and age of the client, his favorite brands and product categories. Segmentation is based on data on user purchases and their frequency. Advertisers will be able to target a certain category: parents, owners of cats or dogs, owners of cars, etc.

SberMarket fundamentally changed the grid of advertising places in the application and on the site, launched advertising formats and increased the number of advertising places. But for the user of SberMarket himself, this remained invisible. Thanks to targeting, he sees only suitable offers - those who bought cat products will not be shown ads with dog food. As a result, a balance is maintained between the interests of the user and the request of the advertiser, said Lyudmila Marlier, director of advertising platform SberMarket.

An updated payment system has also become available to advertisers. Instead of a fixed amount for the campaign, you can now pay using the CPM model - for every 1000 ads. This model is possible to pay for almost all advertising formats.