UMG Team: Retail Media

Main article: SaaS - History. Philosophy. Development drivers

UMG Retail Media is a technology platform for additional revenue e-commerce platforms that allows you to place targeted advertizing third-party brands in web and mobile versions of the store. Available ad formats include video (InStream, OutStream), audio, and banners. Detailed advertising campaign settings and algorithms machine learning allow you to embed ads in the user experience of marketplace buyers and make them interesting. For example, an e-commerce platform with goods for children using the platform can advertise family mortgages banks or special tariff plans - telecom operators in the form of interactive games.

2024: Retail Media Platform Introduction

Union Media Group Team is launching the Retail Media platform. It will allow e-commerce sites to monetize their traffic through the placement of banners and video ads. The developer announced this on June 25, 2024. For example, an e-commerce platform with monthly traffic of 1 million unique users will be able to generate revenues of about 1-3 million rubles. Site owners will be able to configure and launch campaigns through their personal account in the DSP (Demand-side Platform), control and adapt more than 50 targeting options. Built into the algorithmic machine learning platform, they optimize the auction, select personalized and audience-relevant placements. You can connect to Retail Media and start using the platform for free.

UMG Team

One of the noticeable trends in Internet marketing in recent years has been a decrease in search engine traffic in favor of marketplaces - in their favorite stores, people not only buy, but communicate and receive information. A natural consequence of the trend was the interest of advertisers in e-comm surfaces and a positive response to this from the largest marketplaces - Wildberries and Ozon. The latter are increasingly investing in the development of internal advertising cabinets and technical capabilities for multi-format placements. We hope that thanks to UMG technologies, every e-commerce platform can test marketing opportunities, generate an additional source of income and become a self-developing ecosystem in the future. said Vladilen Sitnikov, head of UMG Retail Media.

All interaction with the platform and the launch of advertising campaigns are carried out in the personal account in the DSP (Demand-side Platform). The platform allows you to configure and change in real time more than fifty targets, including financial strategies (for example, CPM or CPC), frequency and periodicals of impressions, operating systems, device types, gender, age, geography and audience revenues, and many others. Users also receive detailed analytics with an assessment of the effectiveness of the campaign: impressions, clicks, CPM, CPC, CTR, View Rate.

A potential revenue calculator is available for planning a campaign for sites connected to Retail Media. The tool makes it possible to calculate monthly income taking into account the characteristics of the site and the volume of advertising. Thus, an e-commerce platform with monthly traffic of 1 million unique users will be able to generate revenue of about 1-3 million rubles.

Two formats of cooperation with the UMG Retail Media platform are available to users: connecting to the network and purchasing access to SaaS (Software as a service). The network connection format is free, it will allow you to place advertisers from the UMG partner grid with full control of campaigns and inventory on the e-commerce side. The SaaS format is paid, the cost varies depending on the volume of commercial placements and load, it allows you to delegate the configuration and launch of campaigns to UMG specialists. In both formats, revenue from campaigns is sent to the site account on a monthly basis. The platform commission is 30%.