Kh5 Media

X5 Media is a division of X5 Group that represents a single window of advertising and analytical capabilities Kh5 for suppliers and partners, the Food.ru media platform and the Kh5 Blogger blogger platform.

History

2024: Three thousand online and offline ads

Kh5 Media presented operating results in the main areas of advertising: digital instore, e-commerce, Food.ru media platform and the platform for working with influencers Kh5 Blogger. X5 Media also collected advanced analytics by advertiser category. In total, in 2024, Kh5 Media sold almost three thousand advertising placements online and offline.

In 2024, Kh5 Group combined the advertising and analytical capabilities of Kh5 for suppliers and partners in a single window format under the Kh5 Media brand. Advertisers have gained access to a wide audience of all businesses Kh5 - this is more than 24 million people online and offline daily. Digital instore advertising Kh5 Media covers Russian cities 90%: 50 thousand digital surfaces are available for placement on digital screens and self-service cash desks in more than 13 thousand Five stores "" and Intersection"," audio advertising is available in 25.5 thousand outlets of the retail chains "Pyaterochka," "Perekrestok" and Siskin"." During the year, Kh5 Media actively worked to expand advertising formats and partnerships with advertising agencies and new businesses.

Kh5 Media in 2024 sold 2,928 advertising placements for advertisers of various categories. 82% of advertising integrations came from online formats, and the rest from instore.

About a quarter (24.4%) of all Kh5 Media integrations were launched by chocolate and candy companies. Also in the top FMCG advertisers in terms of the number of advertising integrations included the categories "milk-curd products" (9.6%), "cheeses" (8.6%), "animal feed" (8.4%), "household chemicals" (5.7%), "cellulose and cotton products" (5.3%), "oriental sweets, chips, breakfast cereals" (3.9%), "carbonated drinks, water" (3.2%), "beauty, hair care" (2.6%). These categories account for nearly 72% of total placements.

The Kh5 Media team actively worked, among other things, to increase the share of cooperation with companies whose goods are not represented on the shelves of Kh5 retail chains. In 2024, the demand for retail media tools from external advertisers increased, so Kh5 Media adapted the inventory for their tasks. So, already in the first quarter of 2025, the click-out advertising format was launched in the Pyaterochki application.

In the Perekrestok network, the most popular advertising digital instore format was digital screens on the sales floor - they were used in almost 65% of advertising placements, and an enlarged product card became the leader of the ecom - it was chosen in 45% of advertising placements. In the Pyaterochka network, audio advertising through internal radio (39.2%) was included in the top formats of digital instore advertising, and by ecom - the tag in the standard category (25.3%).

In 2024, the X5 Media team was expanding advertising inventory - both offline and online.

To place advertising in the Pyaterochka retail network, more than 3,000 digital screens were installed in Moscow, and the address program was also expanded to 30,000 self-service checkouts.

During the year, the Perekrestok retail chain underwent equipment modernization and advertising was launched at more than 7,000 self-service ticket offices.

Pilot projects were launched to place advertising equipment in other retail chains: for example, at the beginning of 2025, audio advertising became available in 2,346 stores of the Chizhik retail chain.

Consolidated management of media inventory in digital channels "Pyaterochki." The banner management technology has been launched in the mobile application and on the Pyaterochki website.

Pilots of new advertising formats were carried out.

The number of unique users of the Food.ru media platform increased by 79% compared to 2023 and averaged 24 million people per month per year. In the fourth quarter of 2024, this figure reached more than 31 million people per month. Organic traffic for the year increased by 57%.

The number of application installations increased by 114%.

The number of special projects implemented on the media platform has Food.ru increased by 70%.

X5 Media is developing its own Kh5 Blogger platform for working with bloggers. At the end of 2024, more than 85,000 influencers were registered on the platform throughout the country. In 2024, about 2,000 integrations with opinion leaders were carried out with a total coverage of more than 300 million users.

Combining the advertising and analytical capabilities of Kh5 Group into a single structure was a turning point in building a big business. Our achievements are the result of a constant focus on product development and improving the customer path. During the year, our team developed tools, including the flagship digital instore. We conducted a number of pilot projects, thanks to which, for example, we were able to connect the audio advertising of the Chizhik retail network in the first quarter of 2025. They also actively expanded cooperation not only with X5 supplier companies, the number of which reaches almost 7.5 thousand, but also with external advertisers. In addition, we paid special attention to the formation of the team: we attracted various professionals from the largest companies in Russia - IT, marketplaces, media companies to maintain active growth rates of our business, - said Carolina Sokolova, Managing Director of Kh5 Media.